COM 2012 Volume 17

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http://hdl.handle.net/11660/2528

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Open Access
Using the information needs of internet users in combating disruptive innovation in the news paper industry
(Department of Communication Science, University of the Free State, 2012) Conradie, D. P.; Diederichs, Pedro
This article focuses on the relatively new concept of disruptive innovation, which has proved to be a useful analytical tool for understanding how technological innovation can play an important role in shaping many industries in society. The impact of disruptive innovations is perceived as a serious problem by most traditional newspapers, and even as threatening the future existence of the newspaper industry in its current form. Also relevant is the so-called Newspapernext strategy, a four-step strategy designed specifically for newspapers concerned about the impact of disruptive innovations. The first of the four steps to combat disruptive innovations consists of determining the information needs of a sample representing a potential new market for the newspaper. The study described in this article consists of an online survey of information needs, conducted amongst a randomly drawn sample of South African Internet users, and is an application of the first phase of the Newspapernext strategy. The article identifies and discusses patterns of information needs found among the respondents, and makes suggestions on how the findings can be implemented by newspapers wishing to proactively combat disruptive innovations.
Open Access
Interfacing metaphors and postures for understanding deep communicative dvisions at a tertiary institution
(Department of Communication Science, University of the Free State, 2012) Van Reenen, Dionne
While South Africans have made some significant social and political progress since the first democratic elections in 1994, there are still divisions1 in this recovering society, and the aftermath of apartheid has not subsided as quickly as we may have hoped. This conflicted socio-political history has created a confusing web in which the people of South Africa find themselves entangled as they attempt to reconcile themselves with this history, while striving for authenticity in their lived experience. In becoming more aware of how various groups of South Africans might have come to conceptualise their position in society, it may prove useful to consider a metaphorical model of morality proposed by American cognitive linguist George Lakoff2 (1990; 2002; 2008), who attempted to resolve some major difficulties in American politics by making the unconscious conscious, as the problems begin in the minds of citizens. This article interfaces a version of this metaphorical model with Johann Visagie’s postural model3 of humanity in an attempt at moving beyond personal and political narratives towards opening a constructive, licensed discourse. The article was originally written in response to the 2009 and 2010 colloquia4 at the University of the Free State (UFS) in Bloemfontein. The colloquia served to address issues of racial conflict in society and on campus. Since then, the UFS has made huge inroads in social reconciliation. However, issues such as these remain pertinent in all levels of South African society, and this article, although presented here as a case study of the UFS, could be applied to similar situations elsewhere where problems still persist.
Open Access
Qualitative news frame analysis: a methodology
(Department of Communication Science, University of the Free State, 2012) Linström, Margaret; Marais, Willemien
Framing theory has become increasingly popular in media analysis. The idea of framing is based largely upon the book by sociologist Erving Goffman (1974) titled Frame Analysis: An essay on the organization of experience. Goffman used the idea of frames to label “schemata of interpretation” that allow people “to locate, perceive, identify, and label” occurrences or events. With Robert Entman’s 1993 paper, frame analysis evolved into an important methodology. Since Goffman introduced the concept of frame analysis and Entman applied framing to the analysis of mass media, researchers have utilised it to understand how print and other media present information. Consequently for the last almost four decades, leading media scholars have applied the concept of framing to explain how the media structure their delivery of news, promoting certain interpretations of events by selecting certain facts. Frame analysis serves four main purposes within the context of media research – to define problems, to diagnose a course, to make value judgments, and to suggest remedies (Entman 1993: 52). In this article, the authors review the meaning of the concept of frame analysis, approaches to studying news framing, and qualitative news frame analysis. After defining news frames, we articulate a method for identifying news frames in print media.
Open Access
Communication indicators for integrating diverse cultures in junior female residences at a South African tertiary institution
(Department of Communication Science, University of the Free State, 2012) De Lange, Lucrezea; Mulder, Dalmé
Residences are directly affected by transformational change in South Africa, as these are key areas in transformation strategies of South African tertiary institutions. Although inroads have been made in this area, there is still room for improvement as transformation targets seem difficult to reach. To address this problem, the primary objective of this study was to recommend a theoretical communication framework that can contribute towards more effective communication during the process of change in multicultural junior female residences. A qualitative approach and grounded theory strategy were used as research design. As the grand theory of this study is based on the general systems theory approach, the Mitroff model (Mitroff et al. 1974) of problem-solving was applied. As a holistic perspective is deemed essential in order for an organisation to change successfully, the four dimensions of a contemporary organisation impacted by change were explored. The importance of organisational culture, and the essential place of the learning organisation where constant development of employees is encouraged to ensure that the organisation survives in, and adapts to, an ever-changing environment were emphasised. The central role of the manager, the importance of leadership communication, the engaging of employees, as well as the fact that listening to employees should be regarded as an action step critical to successful change implementation were discussed. An important factor often overlooked, namely the human factor or micro-emotional level of the organisation, was addressed. A five-pillar communication framework with indicators that can contribute towards more effective communication during a change intervention was recommended.
Open Access
A second-order cybernectic explanation for network direct selling organisations as self-creating systems
(Department of Communication Science, University of the Free State, 2012) Davis, Corné
Network direct selling organisations (NDSOs), for example GNLD and Avroy Shlain, exist in more than 70 countries and have more than 88 million members, who produce a global turnover of billions of US dollars annually. The most recent statistical information reveals that the vast majority of members do not earn significant income. Criticism of these organisations revolves around the ethicality of consumption, the commercialisation of personal relationships, and the exploitation of unrealistic expectations. This article summarises the theoretical developments in the study that informed it, and is based, in essence, on second-order cybernetics as a methodology as well as a development in theory. It aims to show how communication creates networks that sustain an industry of this kind despite the improbability of its existence. The article concludes that individuals are composite unities of self-creating systems, and they co-create social systems by self-creating and co-creating meaning. Meaning is described as the continuous virtualisation and actualisation of potentialities that in turn coordinate individual and social systems’ actions. A communication process flow model is created and applied to provide a theoretical explanation for the existence of NDSOs as self-creating systems.
Open Access
Exploring the communication relationship between corporate donors and social development NPO recipients
(Department of Communication Science, University of the Free State, 2012) Van Dyk, Louise; Fourie, Lynnette
The complexities in the social development setting in South African are clearly evident from unemployment and poverty statistics, low levels of literacy and education and lacking government response to social ills (CASE 2003). Added to the complex environment in which South African non-profit organisations (NPOs) operate, is the communication relationship between NPOs and their corporate donors (as stakeholders of one another). This relationship is important for the survival and financial sustainability of the NPOs and to the corporate companies’ adherence to stakeholder demands and guiding principles such as set out in the King III Report (IoDSA 2009). In this article, findings resulting from partially structured interviews with NPO managers, corporate social investment (CSI) officers of South African corporate companies and independent CSI consultants are discussed. This study maps the complex shared and divergent perceptions of communication relationships between social development NPOs and their donors, and finds that not only is the communication relations strained, but a corporate communication perspective alone is not suitable to describe (or manage) this specific relationship
Open Access
Vryheid van spraak en toegang tot inligting as transformasiedrywers in 'n maatskappy
(Department of Communication Science, University of the Free State, 2012) Crowther, Jonathan
Abstract not available
Open Access
Speaking out as citizens: voice and agency in post-apartheid South African media
(Department of Communication Science, University of the Free State, 2012) Wasserman, Herman; Garman, Anthea
At the heart of the 1996 South African Constitution is a new vision of citizenship. The Constitution is premised on the eradication of apartheid separation and provisions for a shared humanity. Bearing in mind an authoritarian history and a systematic denial of voice to the majority of people, the Truth and Reconciliation Commission entrenched the right to speak and the recognition of a shared humanity as factors in our shared public life. But questions about who is a South African, who belongs and who has the right to speak and criticise erupt frequently in the media as themes alongside issues of great public importance being debated. There is also a steady increase over the years since 1994 in protest action, which could be considered a demand by citizens to be heard. These protests have provoked violent response from state agents, thus undermining ordinary South Africans’ sense of their ability to affect political processes. We ask whether these features of our public life are indicative of a crisis in citizenship in a post-authoritarian, “new” democracy and what mediated modes of practising citizenship, apart from casting votes, are available to South Africans and whether these have value in deepening democracy. The article explores the relationship between the media and the emergence of new forms of citizenship in democratic South Africa by providing a brief overview of various notions of citizenship before illustrating how these notions find manifestation in contemporary South Africa
Open Access
Perceptions of advergaming as an advertising tool in South Africa
(Department of Communication Science, University of the Free State, 2012) Wright, Bianca
The use of games to communicate messages is not new; however the evolution of the digital environment has opened up opportunities for brand communicators to use games as a means to communicate with audiences in ways that were previously impossible. In South Africa, so-called advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the perceptions of advertising agencies about the use of advergaming in the South African context.
Open Access
The past is present: a freethinker journalist, ideologies and loyal dissent
(Department of Communication Science, University of the Free State, 2012) Rabe, Lizette
South Africa has moved from an authoritarian state to a supposedly liberal democracy, with journalists as the assigned “watchdogs” of government. What can be learnt from a journalist who not only worked during apartheid South Africa, but also for a company whose raison d’être was to support the specific ethnic nationalist ideology of the government of the day? Rykie van Reenen is regarded by one South African historian as “undoubtedly the most outstanding Afrikaans journalist of the [twentieth] century”, later to be qualified by “possibly”. It is said her writing contributed in a significant way to the eventual change in Afrikaner Nationalist thinking. This article maps some of her dissentient writing to highlight her role as dissident journalist in a time of a kowtowing Afrikaans media sector. By referring to several examples, Van Reenen’s critical commentary on the Afrikaner Nationalist government will be discussed. Van Reenen can be called a freethinker, but her writing was still within Afrikaner Nationalism’s “loyal dissent” paradigm. The question arises: Can journalists free themselves from their own cultural backgrounds to become “watchdogs” of government and society? Taking into account that Van Reenen was critical of the government of the day, while still remaining an Afrikaner nationalist, with a lower case n, as she referred to herself, the author will ask how lessons can be learnt from the past and applied to the present. The article concludes with some observations on “independence” and “objectivity” as learned from the writings of Van Reenen.
Open Access
The media and Africa's on-going quest for a true humanity: a Bikoian approach
(Department of Communication Science, University of the Free State, 2012) Sesanti, Simphiwe
Upon their arrival on the African continent, among their first acts of denuding and attenuating Africans, European colonialists targeted African culture as their casualty in order to kill Africans’ self-consciousness. European culture was made a point of reference and African culture was regarded as something negative and primitive, resulting in Africans despising themselves and worshipping everything European. Aiding European imperialism in denigrating the African image and personality was the European-owned media. In reaction to the imperialists’ project, the Black Consciousness Movement martyr, Bantu Steve Biko advanced the view that in order to liberate Africans, self-consciousness and self-esteem had to be restored to Africans. In his view this had to be done through the act of African cultural reclamation. In this article the author interrogates the concept of African cultural reclamation and the role the media can play in order to fulfil Africa’s quest for a true humanity as envisaged by Biko.
Open Access
An evaluation of COPE's communication strategy for 2011 municipal elections campaign in the Northern Cape
(Department of Communication Science, University of the Free State, 2012) Turkington, Jamie-Ryan; De Wet, Johann C.
The article is guided by the following research question: What factors found expression, and influenced the extent to which COPE’s 2011 municipal elections campaign in the Northern Cape met the objectives set in the developed communication strategy? Following the framework of systems theory, the developed communication strategy included an analysis of the strengths, weaknesses, opportunities and threats facing COPE prior to the election, as well as recommendations for the messages the campaign would use to persuade voters; the techniques it would use to reach them; and a targeting strategy that aimed to identify the priority localities where campaign resources should be focused in order to reach the required number of votes to achieve the campaign’s objectives and goals. The success of the communication strategy was then evaluated post-election by explaining to what extent the campaign was able to meet the objectives and goals set for it. The main factors influencing COPE’s election outcome were found to be non-adherence to targeting strategy; lack of national media coverage; poor distribution of campaign resources; state resources and patronage; insufficient visibility in targeted areas; COPE’s poor campaign organisation; the Mompati defection; and insufficient training.

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