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Encouragement Through Community: An ...

Reeves, Lexi.

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Encouragement Through Community: An Ethnographic Study of Team B.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Encouragement Through Community: An Ethnographic Study of Team B./
Author:	Reeves, Lexi.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
Description:	52 p.
Notes:	Source: Masters Abstracts International, Volume: 54-03.
Contained By:	Masters Abstracts International54-03(E).
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1573738
ISBN:	9781321521566

Encouragement Through Community: An Ethnographic Study of Team B.
Reeves, Lexi.

Encouragement Through Community: An Ethnographic Study of Team B. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 52 p.

Source: Masters Abstracts International, Volume: 54-03.

Thesis (M.A.)--Gonzaga University, 2015.

As the desire to achieve a healthier lifestyle is on the rise, many fitness organizations strategize to lure customers in through specific communicative tactics. Team B (name has been modified for confidentiality purposes) has become a leader in the fitness realm over the past two decades. This thesis explores the culture of Team B through an ethnographic study to reveal how the company functions differently from other similar organizations. The research conducted relies on a variety of methods including naturalistic inquiry, participant observation, surveying and interviewing. Additionally, the cultural approach to organizations as presented by Geertz and Pacanowsky (2012) helps to identify the mission Team B members are motivated by and what keeps them committed to the organization. The company extensively uses Computer Mediated Communication (CMC) to engage new and existing customers. The research outlines the various methods of CMC used by Team B to help the culture of the company thrive. Along with CMC, Team B makes use of digital media to accomplish communication through a variety of mediums. The study was primarily completed through the use of online research, with only one additional component being face-to-face interaction. The results of the study reveal the strengths of the Team B community and how the company's culture has impacted the world of fitness.

ISBN: 9781321521566Subjects--Topical Terms:

524709
Communication.

Encouragement Through Community: An Ethnographic Study of Team B.
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500 $a Source: Masters Abstracts International, Volume: 54-03.
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