Details

Autor(en) / Beteiligte

• Khashmanian, Nicole Marie

Titel

A Critical Values Analysis of COVERGIRL USA YouTube Commercials over a 10 Year Period

Ort / Verlag

ProQuest Dissertations & Theses

Erscheinungsjahr

2022

Quelle

ProQuest Dissertations & Theses A&I

Beschreibungen/Notizen

• This thesis examines the potential for mass media to fuel harmful narratives by critically analyzing the YouTube commercials of the cosmetics company COVERGIRL USA. 16 commercials hosted on the company’s YouTube channel as well as COVERGIRL’s mission statement were inspected through a values analysis. Analysis of values included a negotiation process in which values found in the YouTube commercials were identified as either performing, contesting, or centering the values expressed in the mission statement of the company. Across the 16 commercials, some form of inclusivity was performed, authenticity and self-expression were contested, and beauty was centered. The values identified as contested and centered have implications for COVERGIRL in terms of improving and clarifying their marketing approaches to better align with their mission statement. These results also have implications for the marketing field as an institution by acknowledging discrepancies and gaps in the diversity and inclusivity of their mass media content.