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Date of Award


Document Type

Thesis - Pacific Access Restricted

Degree Name

Master of Arts (M.A.)



First Advisor

Carol Hackley

First Committee Member

Qingwen Dong

Second Committee Member

Alan Ray


This case study examines how Wal-Mart's global public relations activities have improved and are successful. Quantitative and qualitative triangulation methodology was used to create greater balance in the results. The case study illustrates Wal-Mart's success in both the use of advertising as a public relations tool, and its strong, improved media relationship building. Additionally, through the qualitative research, a list of suggested attitude and character traits was conceived. This study illuminates how the media, government and Wal-Mart are each able to control information and how each set and respond to the agenda in California. Study findings relate the use of advertising, law of least denomination, a "fair share" of product, and accessibility. Wal-Mart was unsuccessful with getting its message out through traditional media outlets, so it used advertising to enhance public relations efforts. The law of least denomination works! Wal-Mart challenges the capacity of all retailers to organize their own economic life. (Abstract shortened by UMI.)




0542479257 , 9780542479250

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