Graduate Program

Communication Studies

Degree Name

Master of Arts (MA)

Semester of Degree Completion

Spring 2020

Thesis Director

Scott M. Walus

Thesis Committee Member

Matthew J. Gill

Thesis Committee Member

Samantha Szczur


Event planning and coordination often view events to be standalone, existing only until the event has passed. However, this thesis looks to serialize events to exist long after a single event takes place. Through the application of narrative, myth, and floating signification through the lens of semiotics theory, this thesis aims to create evergreen content for public relations practitioners in their efforts to promote events. The contents of this thesis focus on theory and application, allowing the two to enrich one another. Furthermore, this thesis practically applies foundational concepts from scholars like Fiske (1987, 1990) and Barthes (1957, 1970, 1978) to content created for a local brand, Towne Square Jewelers. In partnering with Towne Square Jewelers, this thesis creates narratives for three holidays treated as events: Christmas, New Year’s Eve, and Galentine’s Day. Formulation of narrative to serialize events is based on the serialized content of Hallmark (Larson, 2019) and their use of “Acts” to maintain story structure while switching out paradigmatic elements. Furthermore, this thesis used first-person perspective to immerse audiences in the experiences demonstrated through the visual content created.