Date Available
4-27-2018
Year of Publication
2018
Document Type
Master's Thesis
Degree Name
Master of Arts (MA)
College
Communication and Information
Department/School/Program
Communication
Advisor
Dr. Phillip Hutchison
Abstract
Organizational-public relations discourse is changing given the advent of social media, and corporate statements are evaluated under different criteria in the digital age. Grounding Budweiser’s response to controversy over their 2017 Super Bowl advertisement in terms of consumer expectations for corporate social responsibility provides a new perspective for approaching Bostdorff and Vibbert’s (1994) conceptualization of values advocacy. This study recognizes the power of the rhetorical stakeholder, a discursively created public, and demands re-evaluation of the values common to society from a co-creational OPR perspective. Conceptualizing dialectic values advocacy outlines the changing values among contemporary, common stakeholders as well as the means for communicating these values superficially to promote unanimity among publics and organizations. Previously successful universal values like unity and patriotism have since been replaced with sensationalism and discord; formally engendering these values through ambiguous controversy allows an organization to strategically construct audience perceptions of reputation.
Digital Object Identifier (DOI)
https://doi.org/10.13023/ETD.2018.096
Recommended Citation
Windholz, Benjamin P., "BUDWEISER IN THE 2017 SUPER BOWL: DIALECTIC VALUES ADVOCACY AND THE RHETORICAL STAKEHOLDER" (2018). Theses and Dissertations--Communication. 67.
https://uknowledge.uky.edu/comm_etds/67
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Mass Communication Commons, Public Relations and Advertising Commons, Rhetoric Commons, Social Media Commons, Speech and Rhetorical Studies Commons
