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dc.contributor.authorEdwards, Heidi Hatfield
dc.date.accessioned2014-03-04T21:58:23Z
dc.date.available2014-03-04T21:58:23Z
dc.date.issued2002-08
dc.identifier.otheredwards_heidi_h_200208_phd
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/edwards_heidi_h_200208_phd
dc.identifier.urihttp://hdl.handle.net/10724/29160
dc.description.abstractThis dissertation investigates the audience role in shaping corporate involvement in social issues - identified as cause-related corporate outreach. Drawing upon a cultural studies perspective, I assert that, more than consumer, voter, or passive receptor of corporate messages, the audience is an active participant in the communication process. Specifically, I examine the participant experience of the Avon Breast Cancer 3-Day Walk. Grounded in a rhetorical theory of public relations, this study uses a variety of qualitative data-collection methods, including in-depth interviews, audio journals kept by walkers, participant observation, and post-walk focus groups to develop an audiencecentered understanding of the walk experience and draw implications for public relations research and practice.
dc.language60 miles of meaning : understanding the Avon 3-Day Walk
dc.publisheruga
dc.rightspublic
dc.subjectPublic Relations
dc.subjectCause-Related
dc.subjectMarketing
dc.subjectRhetoric
dc.subjectEpideictic
dc.subjectAvon
dc.subjectBreast Cancer
dc.subjectSocial Issues
dc.subjectQualitative Methods
dc.subjectCase Study
dc.subjectCorporate Outreach
dc.title60 miles of meaning : understanding the Avon 3-Day Walk
dc.typeDissertation
dc.description.degreePhD
dc.description.departmentGrady College of Journalism and Mass Communication
dc.description.majorMass Communication
dc.description.advisorPeggy J. Kreshel
dc.description.committeePeggy J. Kreshel
dc.description.committeeCarolina Acosta-Alzuru
dc.description.committeeJohn M. Murphy
dc.description.committeeLeonard N. Reid
dc.description.committeeJeffrey Springston


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