Year of Publication
Master of Arts (MA)
Communication and Information
Dr. Phillip Hutchison
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)
Windholz, Benjamin P., "BUDWEISER IN THE 2017 SUPER BOWL: DIALECTIC VALUES ADVOCACY AND THE RHETORICAL STAKEHOLDER" (2018). Theses and Dissertations--Communication. 67.
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