Cool Country: A Content Analysis of Sponsored Frames in Country-Pop Crossover Public Relations

Public Deposited
Analytics

Downloadable Content

Download PDF
Request Version for Screen Reader
Last Modified
  • March 19, 2019
Creator
  • Davidson Palmer, Sarah
    • Affiliation: Hussman School of Journalism and Media, Mass Communication Graduate Program
Abstract
  • A crossover artist has songs and/or albums on charts of two genres at the same time. The goal is to maintain the original audience while also attracting new fans from another genre or audience. Public relations plays an important role in crossover by creating and maintaining an artist's image as well as promoting their music. Through qualitative content analysis, this study examined the frames sponsored by Shania Twain's public relations team during her pop crossover (1993-2004) and determined whether these frames were accepted by key publics--the media and consumers. The findings revealed a highly effective "dual-frame approach," with simultaneous emphasis on the frames of "country artist" and "mass appeal," which was highly salient with the media and consumers. The results of this study highlight the intricacies of the crossover process, providing an effective set of sponsored frames as a model for a country-pop crossover campaign.
Date of publication
Keyword
Subject
DOI
Identifier
Resource type
Rights statement
  • In Copyright
Advisor
  • Boynton, Lois A.
  • Straughan, Dulcie Murdock
  • Neal, Jocelyn
Degree
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2014
Language
Publisher
Place of publication
  • Chapel Hill, NC
Access right
  • There are no restrictions to this item.
Date uploaded
  • April 23, 2015

Relations

Parents:

This work has no parents.

Items

Thumbnail Title Date Uploaded Visibility Actions
file details DavidsonPalmer_unc_0153M_14668.pdf 2019-04-12 Public Download