The "Oprah Effect": A Content Analysis of Media Coverage of Toni Morrison and How the Coverage Changed Post-Oprah.

<p>The present study analyzes the way in which Toni Morrison, an established author, was covered by U.S. newspapers in the year before and year following her selection for Opraha's Book Club. The content analysis method was used in the research, and the results were used to test 6 hypotheses and 6 research questions.</p><p>The results indicated that there was a significant increase in the total number of mentions of Toni Morrison in the year after her inclusion in Opraha's Book Club. The overwhelming trend that was seen in all variable comparisons was that while there were obviously more mentions of Toni Morrison post-Book Club, there were also increases and changes in the tone, page placement, and story placement of the mentions of Toni Morrison</p>.

Name thesis:degree_name

MA (Master of Arts)

Level thesis:degree_level

Thesis - unrestricted

Discipline thesis:degree_discipline

Communication, Professional

Year dc:date.issued

2010

Author dc:creator

• Childress, Mariah J.

• Content Analysis
• Oprah's Book Club
• Oprah Winfrey
• Brand Strategy
• Toni Morrison
• Communication
• Social and Behavioral Sciences
• Social Influence and Political Communication

Statement dc:rights

• Copyright by the authors.

Repository record dc:identifier

https://dc.etsu.edu/etd/1696

OAI identifier oai:identifier

oai:dc.etsu.edu:etd-3051