College of Arts & Humanities
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The collections in this community comprise faculty research works, as well as graduate theses and dissertations.
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Item AN INTRODUCTORY COURSE IN MUSIC ENTREPRENEURSHIP(2015) Devlin, John Gennaro; Ross, James; Music; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)This document presents a syllabus, curriculum outline, lesson plans and a suggested bibliography for a 50-minute-per-week course in Music Entrepreneurship. The course is designed for undergraduate and graduate students. The materials presented are intended to be useful to any teacher developing an introductory curriculum in Music Entrepreneurship. The content could also be valuable to students at schools where there are no offerings in Music Entrepreneurship. The dissertation also includes a report on Music Entrepreneurship programs at five top music schools: the Manhattan School of Music, the New England Conservatory, the University of Colorado at Boulder, the Eastman School of Music, and the University of South Carolina. The author interviewed the directors of each of these programs and, where possible, observed classes and interviewed faculty, staff and students. This research proved valuable in two ways: 1) it informed the design and the content of the course presented in this document, and 2) it revealed best practices for the development of larger programs in Music Entrepreneurship, beyond a single class. This information can be of value to administrators considering the implementation of Music Entrepreneurship offerings, or serve as a guide for the expansion of current programs.Item The Influence of Power on Negotiation Processes(2013) Chai, Sabine; Cai, Deborah A; Fink, Edward L; Communication; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)The focus of this dissertation is on communication processes in negotiations with unequal power distribution between parties. A model is tested proposing that culturally influenced power-distance values and power differences based on resource distribution both influence negotiators' perceptions of the difference in power between parties. This perception influences the choice of negotiation tactics. If the power gap is perceived to be small, both parties will employ more power tactics than if the gap is perceived to be large. An experiment was conducted to test the model. Participants (294) were randomly assigned to one of two roles (manager versus subordinate) and one of two conditions (high resource-power-difference versus low resource-power-difference). Participants formed 147 dyads, completed questionnaires and role-played negotiations, which were recorded and coded for the use of power tactics. The analysis used a structural equation model to test the study's hypotheses; the model had acceptable fit. Power distance and resource distribution were found to influence negotiators' perception of reward power and overall power difference between the parties. Negotiators varied their behavior depending on condition, lending support to power distance reduction theory (Mulder, 1973). However, perception of overall power difference did not directly predict use of power tactics. Limitations and directions for future research are discussed.Item Retailing Religion: Business Promotionalism in American Christian Churches in the Twentieth Century(2011) Hardin, John Curran; Sicilia, David B.; History; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)Evangelist Billy Graham once remarked, "We are selling the greatest product on earth - belief in God - why shouldn't we promote it as effectively as we promote a bar of soap?" His comparison is misleading in its simplicity, since it strikes at the heart of the complex relationship between religion and the modern American marketplace. Retailing Religion examines how American Christian churches in the twentieth century promoted their institutions and messages by adopting modern public relations, advertising, personal sales, and marketing techniques from the secular business community. Retailing Religion develops four principal themes. First, Christian churches in the twentieth century followed the promotional trends of corporate firms with only a slight lag time. Second, this borrowing nurtured the growth of rationalism and individualism in American Christianity, which contributed significantly to the religion's modernization. This transformation was especially pronounced in churches' growing dependence on rational methods and numerical metrics, and in their transition from a producer orientation to a consumer orientation. Third, church promotional efforts increased not the secularization but the pluralization of American Christianity by erecting a platform for cooperation among churches, denominations, and religions. Fourth, church promotionalism fostered an ongoing tension between their sacred mission and their secular methods. Wrestling with this tension, both advocates and critics of church promotion labored throughout the century to develop historical, theological, and pragmatic arguments to defend or denounce the practices. The tension was so complex and often contradictory that some of the strongest advocates for religious retailing were also its biggest critics. The key historical actors in this study are the leading pioneers and practitioners of church promotion: organizations such as the Religious Public Relations Council; experts such as Gaines Dobbins, Philip Kotler, Peter Drucker, and George Barna; pastors such as Robert Schuller, Bill Hybels, and Rick Warren; and critics such as David Wells and Os Guinness. In tracing their adoption, development, implementation, and dissemination of the latest business promotional methods, Retailing Religion provides a broad portrait of American religion's struggle to remain both faithful to the divine and relevant to the world.Item An Exploration of Publics' Understandings of Corporate Social Responsibility, Shared Values, and the Pepsi Refresh Campaign(2011) Raudenbush, Janna Lee; Toth, Elizabeth L; Communication; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)This study is an exploratory investigation of corporate social responsibility (CSR) from the publics' perspectives. Using the Pepsi Refresh campaign to provide context, perceptions of CSR, including motivations for and impacts of such efforts, were accessed. Specifically, impact was considered through the lens of stakeholder management theory to determine how the campaign affected views of the corporation's values. This study expands understandings of the Pepsi Refresh campaign's target audience through twenty-six in-depth interviews with young adults. Results suggest young adults conceptualize CSR somewhat differently than other publics, emphasizing the importance of fine-tuned knowledge of specific publics. Many interviewees expressed that they are less influenced by CSR than others, signifying a third-person effect. In addition, corporate gain was noted as significant motivation for CSR. Furthermore, perception of shared values between PepsiCo and the public was limited, suggesting stakeholder management theory should be employed holistically rather than solely through CSR efforts.