Defense Date

12-20-2018

Graduation Date

Spring 5-10-2019

Availability

One-year Embargo

Submission Type

dissertation

Degree Name

PhD

Department

Communication and Rhetorical Studies

School

McAnulty College and Graduate School of Liberal Arts

Committee Chair

Calvin L. Troup

Committee Member

Janie Harden Fritz

Committee Member

Richard H. Thames

Keywords

media ecology, rhetoric, communication, Neil Postman, technology, IMC, advertising, communication ethics

Abstract

This project aims to contemplate Postman’s critique of advertising and offer insights to understand Integrated Marketing Communication (IMC) in today’s mediated environment. As an essential component of IMC, the history of advertising demonstrates and documents that the medium of communication has an extensive influence on IMC practices. The concern about how communication media affect human perception, understanding, and behavior, resides within the central claim of the study of media ecology. Thus, this project investigates IMC through the lens of Postman’s media ecology perspectives, and argues that Postman’s prescient ideas provide both hope and constructive insights. Moreover, Postman’s thermostatic perspective, rooted in media ecology, offers a functional and creative approach to understanding IMC and seeking improvement of IMC practices in today’s mediated environment.

Language

English

Available for download on Sunday, May 10, 2020

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