Date of Graduation

Winter 2025

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication Studies

Committee Chairperson

Michael Boyle, PhD

Committee Member

Eryn Travis, PhD

Committee Member

Adam Rainear, PhD

Abstract

This study uses prior literature on social exchange theory and uses various frameworks to examine the public’s perception and comprehension of SET through examining user-generated content on TikTok. Social exchange theory is based upon the idea that when interacting with other persons, you are exchanging rewards and costs. This study was guided by two questions that explore how social exchange is generalized and understood by the public, and how well the public’s ideas of positively contributing to a healthy relationship aligns with operational measures of SET. This study’s intention is to encourage SET’s usage in application to relational contexts as a potential way to increase one’s quality of life, resolve social inequalities found through SET perspectives, or to use the intangible rewards to further tangible rewards. A mixed model of deductive and inductive thematic analysis was used to examine data collected from TikTok posts, which contributed to understanding public perception. The study found some gaps within SET literature, but ultimately was a good introduction for understanding the public’s perception of SET, which can lead to maximising the theory’s societal benefits. It was implied that the public found the give and take within their relationships important but something difficult to navigate, and that SET should continue to be furthered in relational contexts to further standardize operational measures and explore the various uses of the theory.

Final Version Confirmation

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Thesis Final V2.docx (482 kB)
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