Degree Name
Master of Science
Department or Program
Mass Communication and Media Arts
Advisor
Karan, Kavita
Abstract
Beyoncé is one of the biggest performing artists in the world. She is known for being a dancer, a singer, an actress and a businesswoman. What a lot of people tend to ignore is not her singing voice, but her speaking voice. This means when she speaks out aside from her singing career. This is what she believes in and how she takes action to make sure that people hear her when she feels she needs to be heard. The objectives are to study the marketing and communication strategies she uses to promote her causes, particularly through social media that is used to reach the large audiences and the impact of these strategies on a select group of her social media followers in changing their behaviors in supporting and donating for her charities.