A case study exploring streaming video in a university setting
Brent Matthew Eastwood, West Virginia University, United States
M.S.J., West Virginia University . Awarded
The aim of this study was to examine the representations of adaptation and innovation among communications employees at West Virginia University. This case study was based on a marketing and communication project called “Stream of the Week,” which featured streaming video news reports on the university's main web page. A data set of the videos was analyzed based on criteria set forth by the university's marketing and communication goals. Qualitative interviews were conducted with key personnel to explore ways to better meet the university's communication goals. Responses were classified as either adaptive or innovative communication. Recommendations were made to improve communication between adaptive and innovative styles.
Eastwood, B.M. A case study exploring streaming video in a university setting. M.S.J. thesis, West Virginia University.
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