Welcome to Griffith Open

Griffith Open collects, preserves and makes freely available research publications by Griffith College staff and learners. These can include, but are not limited to, theses, peer-reviewed articles, book chapters, working papers and conference papers, professional presentations, exhibitions and teaching resources. Where material has already been published it is made available subject to the open-access policies of the original publishers. This service is maintained by Griffith College Library.

Recent Submissions

Beyond the Screen: Women’s Experiences of Sexism and Inclusion in Gaming Spaces
(Griffith College, 2025) Yushchenko, Yana; Kostick, Conor
This thesis explores how sexism is sustained, negotiated, and resisted in contemporary gaming communities, with a focus on online multiplayer environments and Reddit-based narratives. It raises four central research questions: (1) What historical and cultural factors have contributed to the perception of gaming as a male-dominated space? (2) What are the most common forms of gender-based harassment and discrimination experienced by female gamers? (3) How are gender stereotypes and toxic behaviours reinforced or challenged in communitydriven content and discussions? (4) How do female gamers respond to exclusionary behaviours, and what coping strategies or forms of resistance do they adopt. To address these questions, the study adopts a mixed-methods design. Quantitative data was gathered via an online survey (n=79 valid responses) examining demographics, gaming habits, and experiences of inclusion or harassment. Qualitative data included thematic analysis of Reddit from three subreddits: r/Gaming, r/GirlGamers, and r/GamingCircleJerk. Coding was inductive and informed by feminist theory, incorporating concepts such as affective labour, silencing, and platform affordances. The research findings show that exclusion is both cultural and infrastructural. Female gamers report frequent instances of sexism, objectification, and gatekeeping, which are exacerbated by the dynamics of the platform. Importantly, the internal group tensions illustrate that exclusion is not only external, but also internalised and negotiated within marginalised groups. This study argues that policy responses to online sexism must go beyond individual behavioural sanctions and address the structural inequalities.
Unwrapping Christmas: How Retail Brands Use Storytelling to Engage Consumers During the Holidays
(Griffith College, 2025) Tra Tran, Thu; Vecchi, Alessandra
The aim of this research is to explore emotional appeals and narrative structure in contemporary Christmas advertisements, focusing on how retailers evoke emotional resonance to engage audiences. Embracing a mixed-method approach, the study assessed fifteen advertisements (2020-2024) from renowned retail brands like John Lewis, Amazon, Apple, Coca-Cola, and Doc Morris by using quantitative coding of emotional appeals (nostalgia, joy, empathy) alongside qualitative narrative analysis guided by Fisher’s Narrative Paradigm Theory. Findings reveal empathy as the dominant emotional appeal, fundamentally delivered through visual storytelling while supported by coherent and culturally truthful narratives that foster audience connection. All in all, the study introduces a new theoretical framework for effective festive advertising campaigns but requires broader validation regarding cultural context and audience demographics to achieve thorough narrative strategies.
Selling Exoticized Wellness Orientalism and the Marketing of Yoga in the United States of America
(Griffith College, 2025) Dutta, Sampurna; Kostick, Conor
Using an analysis of the content of ads from several well-known yoga businesses, this dissertation, "Selling Exoticized Wellness: Orientalism and the Upsurge of Yoga," investigates the marketing tactics used in the international yoga industry. The study reveals how yoga is commonly purged of its Indian and Hindu cultural foundations in order to produce a marketable, Westernised product that is suited to customer preferences. It is anchored in Edward Said's concept of Orientalism. In addition to universalisation and decontextualisation, which recast yoga as a secular wellness and fitness practice with no historical meaning, the study indicates an ongoing trend of cultural appropriation, where spiritual linguistics and semiotics are employed decoratively. Furthermore, the cultural creators of yoga are further marginalised by the near-complete lack of South Asian presence and the sporadic use of stereotyped depictions. Yoga has been commercialised by being marketed as an exclusive way of life that is frequently associated with expensive goods and current pop culture fads. Although the marginalisation of South Asian voices continues, temporal alterations in marketing strategies show a transition from exoticized images to popular fitness and health narratives. The conversation focusses on how these methods mirror Orientalist power dynamics, in which Western businesses erase the cultural context of Eastern traditions while profiting from them. In order to promote more culturally sensitive depictions, it is suggested that future study look at customer views, magnify South Asian viewpoints, and compare international marketing strategies. This study supports inclusive representations of yoga that honour its historic and religious roots, as well as ethical marketing that respects the practice's Indian and Hindu background.
The Long Game Cricket’s Story in Modern Irish History
(Griffith College, 2025) Ahmed Syed, Saad; Tiernan, Conor
This dissertation by practice explores how cricket, once seen as a symbol of British colonial influence, has evolved into a sport that is gradually being reinterpreted and reintegrated into Irish cultural life. Through the production of a video documentary titled The Long Game, this project examines the historical marginalisation of cricket in Ireland, its fluctuating national perception, and its recent revival, particularly in light of immigration, institutional support, and the Irish national team’s growing success. The narrative is grounded in the lived history of Phoenix Cricket Club, Ireland’s oldest cricket institution, and links expert commentary with present-day reflections from key figures within Irish history and cricket. The research combines secondary historical scholarship with primary interviews, including contributions from historian Professor Paul Rouse, Phoenix Cricket Club former president John Mullins, and current international cricketer Ben White. The film captures the cultural tensions, shifting identities, and grassroots efforts that continue to redefine cricket’s place in Irish society. In addition to detailing the film’s development, this dissertation report critically reflects on the production process, ethical considerations, and practical limitations encountered during filming and post-production. It also discusses how the original idea transformed during research, resulting in a more focused and intimate exploration of Irish cricket through the lens of one iconic club. Ultimately, the project demonstrates how sports can serve as both a mirror of national history and a bridge for contemporary multicultural identities.
Nothing Beats a Family Holiday: Analysing the Emotional Appeal of Package Holiday Advertisements.
(Griffith College, 2025) Lambe, Roisin; Vecchi, Alessandra
I. Research Focus and Questions This study investigates how family is represented in contemporary package holiday advertising, with a particular focus on the visual and linguistic strategies which are used to evoke an emotional appeal. The research is guided by the following questions: To identify how nuclear family structures are visually represented in package holiday advertisements. Analyse the use of settings and activities in constructing a positive image of family life. To examine the emotional language and storytelling devices used to support family-oriented narratives. To determine the specific emotional responses these adverts aim to evoke in parents with young children. To apply Stuart Hall’s encoding decoding model to explain how audiences may interpret or resist these family representations. To provide practical recommendations for marketers on how to use family imagery more effectively to enhance consumer engagement and brand trust. II. Research Design and Methodology The study adopts a qualitative content analysis approach, analysing twenty specifically selected adverts from leading holiday brands, TUI, Jet2holidays, Centre Parcs and Disneyland. Both visual and linguistic elements were examined, including group composition, setting, body language, taglines and voiceovers. The analysis is framed through Stuart Hall’s encoding and decoding model, enabling a critical reading of how emotional and cultural meanings are constructed and potentially received. III. Key Findings and Insights Findings reveal that adverts largely depict nuclear, white, heteronormative families engaging in idealised leisure and holiday activities, framed within warm, aspirational settings. Emotional appeal is driven by themes of togetherness, nostalgia and escapism. However, the relationships are often limited in diversity, often excluding single-parent, extended or non-traditional families. The research also found a lack of representation of race, LGBTQ+ and families with disabilities. Audience interpretation is likely to vary, with dominant readings supporting the emotional narrative and oppositional reading identifying the lack of inclusivity. IV. Implications for Policy and Future Research The study highlights the need for more inclusive representations of family in tourism marketing. It suggests that brands could enhance consumer engagement and trust by reflecting the diverse realities of modern family life. Future research could expand cross-cultural comparisons or examine audience reception directly through interviews or surveys.