Communication Science

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Open Access
Konsensus in kommunikasie
(University of the Free State, 1977-01) Groenewald, Hendrik Johannes; Herbst, D. A. S.
Abstract not available
Open Access
Die plek en rol van skakelwerk aan die Universiteit van die Oranje-Vrystaat
(University of the Free State, 1977-12) Reinecke, Philippus Jacobus; Herbst, D. A. S.
Afrikaans: In hierdie studie is in ontleding onderneem van die plek en rol van skakelwerk aan die UOVS. Dit is in analitiese studie wat gegrond is op primêre bronne asook sekondêre bronne wat as bylaes aangeheg is. In hoofstuk I is die uitgangspunt gestel oor wat skakelwerk is en behels. Die element van voorligting, wat wesentlik in skakelwerk is, is gestel teenoor inligting en behandel as oorredingskommunikasie. In hoofstuk II is die plek van skakelwerk in In organisasie gestel. Die opkoms van skakelwerk in die bedryf en die noodsaaklikheid van 'n skakelafdeling of -beampte is gestel. Vervolgens is die opkoms van skakelwerk aan universiteite, veral in die VSA, dan kortliks gestel. In hoofstuk III is die noodsaaklikste beginsels van In skakelprogram ontleed aan die hand van beplannings-, toepassings- en evalueringsfases. In die daaropvolgende hoofstuk is die beginsels wat in hoofstuk III gestel is deurgetrek tot skakelwerk aan In universiteit. In hoofstuk V is 'n ontleding gedoen van die Buro vir Ontwikkeling en Openbare Betrekkinge van die UOVS. 'n Uiteensetting van die plek van die afdeling in die beleidshiërargie is gegee asook van die rol wat die vervul t.o.v. bv. beeldbou en skolevoorligting. In die slothoofstuk is sekere bevindinge en aanbevelinge gedoen. Aanbevelinge is t.ov. aanpassinge by moderne praktyke, vaartbelyning en die status van die Buro gedoen. So word 'n naamsverandering voorgestel. Die studie beklemtoon die noodsaaklikheid van 'n georganiseerde Buro vir skakeldienste -- 'n afdeling wat vir die UOVS van onskatbare waarde is.
Open Access
Die problematiek van tyd en ruimte as verhalende elemente van die speelfilm
(University of the Free State, 1983) Van der Waldt, De la Rey; Puth, G.; De Beer, A. S.
English: The purpose of this study is to identify and explore the problems surrounding time and space as narrative elements of the narrative film. Theorists differ in their views on cinematic tenses. Some claim there is only one speci= fic time - the time the viewers perceive the events as they are taking place !!now" before their eyes. Others classify time in "true!! and cinematic time with a past, present and future tense. For the purpose of this study the allocation of space is the perceiving of different places and not physical space. The question now arises: how does the director link the different images, shots, sequences and scenes together without any discontinuity and within the limited time? Due to the fact that the interpersonal, subjective and un= conscious-cognitive nature of film perception makes the testing of time and space difficult, the methodology used in this study is Van Leent's depth dimension. The result of this inquiry is that there exists no gol= den rule on film editing at present but that there is room for improvement in the application of film techniques so that better continuity in the story is created. The director must know his medium and the destination of his message. Finally, a number of proposals were put forward on how to improve the cinematic technique of story-telling in order to make the message more perceptible to the audience.
Open Access
Die rol van die plaaslike koerant in sy gemeenskap, met spesifieke verwysing na Die Noordelike Stem
(University of the Free State, 1983-12) Hugo, Ilza Francis; Marais, H. C.; De Beer, A. S.
Abstract not available
Open Access
Lokale realisme in speelprente van Raro en Carfo: 'n inhoudsontleding
(University of the Free State, 1988-12) Wheeler, Philippus Ferdinand; Basson, A. F.
A survey of the literature showed that a group of Afrikaners, from about 1938, strifed to create Afrikaans films which would be cultural products of the Afrikaner. Their motivation was to combat the cultural imperialism of the imported Hollywood films and to take control of Afrikaans film production. The literature shows that up to 1938, Afrikaans film production was dominated by outsiders - people who were not part of the Afrikaner nation. To attain this goal then, this group of Afrikaners organised themselves in the Volksrolprentbond in 1939, then disbanded and regrouped in 1940 in the Reddingsdaadbond-Amateurrolprentorganisasie (Raro). Eventually, however, it was a group of Afrikaans clergymen from the Dutch Reformed Church, with a few former members of the defunct Raro, who founded the Christelike Afrikaanse Rolprent en Fotografiese Organisasie (Carfo) in 1947. Carfo made fourteen feature films. The research in this study was aimed at the description of a local realist tendency among Afrikaans feature films. It eventually focussed on these fourteen films. The literature study indicated that four general elements of style manifested itself in Carfo's feature films. The first, the adaptation of Afrikaanse novels, was a well established fact. The content analysis was therefore aimed to test for the three remaining elements of style, that is: propaganda, Afrikaner locality and realism. feature films of Carfo were tested. Christian All fourteen The result was a confirmation of the indications of the literature study: the feature films of Carfo constitute a Christian local realist tendency in the Afrikaans film industry. It is an identifiable religious genre, embedded in the Afrikaner's culture.
Open Access
Perceptiveness of U.F.S. students towards racial messages in newspapars
(University of the Free State, 2002-03) Snyman, Carina Francis; Pepler, E.; Breytenbach, H. J.
In 1998, the Human Rights Commission (HRC) received a request from two professional bodies, The Black Lawyers Association (BLA) and the Association of Black Accountants of South Africa (ABASA), to investigate two newspapers. The BLA and ABABSA claimed that The Star and The Mail & Guardian were allegedly guilty of racism. The HRC consequently appointed two research authorities, Claudia Braude (qualitative content analysis) and The Media Monitoring Project (quantitative content analysis), to investigate these allegations. Several newspaper editors and journalism institutes questioned these findings. According to them, the research was "considerably weakened by the absence of research into media consumers" (HRC report, 1999). They based their arguments on the premises that the research focused primarily on the content of the respective newspapers, and not on the interpretation of the readers/audience of the papers. In the final section of the report, the HRC concluded that "the media can be characterised as racist institutions" (HRC report, 1999). By not considering the opinion of the media receivers, the HRC report failed to make a credible and valid impact. An investigation on the audience's interpretation of these racist messages was called for. The population sample of the study was drawn from students between the ages of 18 and 25; the future readers and interpreters of newspaper messages. The sample included a variety of nationalities in order to determine to what extent race plays a role in the interpretation of the mass media messages. The content of three newspapers (Mail & Guardian, The Citizen and The Star) was analyzed over a period of a nine weeks based on the same guidelines determined by the MMP report (i.e. quantitative content analysis categories). Newspaper items were analyzed by monitoring items in which race was explicitly stated and implicit to the content. Once the content analysis was completed, examples of specific newspaper articles, which have been selected on their racist content, were supplied to the respondents. After reading the items, the respondents were asked to complete a questionnaire based on the selected newspaper articles. An exploration of the media as an institution and the interpretation of the respondents on the other side of the spectrum provided a relative holistic encapsulation of racism in the media The data gathered from the survey indicated a statistical significant difference between the responses of the White and the Black respondents. Although all the items presented to the respondents contained implicit or explicit racist messages, the respondents did not perceive these newspaper items as racist.
Open Access
The influence of lecturers' verbal and non-verbal immediacy behaviour on perceived affective and cognitive learning
(University of the Free State, 2004-01) Terblanche, Lydie; Terblanche, F. H.
The results indicated that the impact of the perceived immediacy operated differently for the two groups, although they should be interpreted with some degree of caution. There were significant relationships for the whole test group between learners' perceptions of lecturers' immediacy behaviour and learning. The verbal total score, the non-verbal total score, the immediacy total score as well as the majority of individual items showed significant relationships with learners' cognitive as well as affective learning. Verbal items, especially item 17 (Praises learners' work, behaviour or comments), showed a high correlation with the different learning variables (cognitive and affective). Regarding non-verbal items, item 23 in particular (Speaks in a monotonous or boring voice when he/she lectures) showed a high correlation with the different learning variables (cognitive and affective). The relationships between the verbal total scores and cognitive learning (simple learning and learning loss) variables were statistically significant for both Germanic and African learners. The correlations between the non-verbal total scores and the cognitive learning (simple learning and learning loss) variables were statistically significant for Germanic learners, but were not statistically significant in the African learners' group. Furthermore, the relationships between the immediacy total scores and the cognitive learning (simple learning and learning loss) variables were statistically significant for Germanic as well as African learners. Regarding the correlation between the verbal items and cognitive learning (learning and learning loss), numerous items were statistically significant for Germanic learners, while only some items showed such a relationship for African learners. In terms of the relationships between non-verbal items and cognitive learning (learning and learning loss), various items also showed a statistically significant relationship for Germanic learners, while only one item (item 32 - in simple learning) showed a significant relationship for African learners. The relationship between the non-verbal total scores and simple learning differed significantly between the two groups. The relationship between the non-verbal total score and learning loss also differed significantly between the two groups. The Germanic learners repeatedly showed a significantly higher relationship than that of the African learners. It was obvious that the relationship between the verbal item 4 (Uses humour in class) and simple learning differed significantly for the two groups and that the relationship between the same item and learning loss also differed significantly for the two groups. The Germanic learners showed a significantly higher relationship in comparison with African learners. The relationship between the non-verbal item 34 (Uses a variety of vocal expressions when he/she talks to the class) and simple learning differed significantly for the two groups. The relationship between the same item and learning loss also differed significantly between the two groups. The Germanic learners once again showed a significantly higher relationship in comparison with the African learners. The relationships between the verbal total scores and affective learning (attitude, behavioural intent and total affect) variables, as well as the relationships between the non-verbal total scores and affective learning variables, were statistically significant for Germanic learners, while these relationships were not statistically significant in the African learners' group. In contrast to cognitive learning, the relationship between the immediacy total scores in affective learning (attitude, behavioural intent and total affect) variables were only significant for Germanic learners. Concerning the correlation between the verbal items and affective learning (attitude, behavioural intent and total affect), many of the items showed a statistically significant relationship for Germanic learners, while only some items showed such a relationship for African learners. The same tendency occurred in terms of the correlation between the non-verbal items and affective learning (attitude, behavioural intent and total affect). The relationship between the verbal total scores and all three affective learning variables (attitude, behavioural intent and total affect) differed significantly for the two groups. The relationship between the immediacy total score and all three of the affective learning variables also differed significantly for the two groups. Again it was the Germanic learners who repeatedly showed a significantly higher relationship than that of the African learners. The relationships between numerous verbal items and all three affective learning variables differed significantly in the two groups. The verbal items in question were: item 4 (Uses humour in class) item 5 (Addresses learners by their names) item 6 (Addresses me by my name) item 11 (Gives feedback on my individual work by means of commenting on question papers, oral discussion, etc.) item 20 (Is addressed by his/her first name by the class) Germanic learners showed a significantly higher relationship in all these items when compared with African learners. The relationship between the non-verbal item 34 (Uses a variety of vocal expressions when he/she talks to the class) and all three affective learning variables differed significantly for the two groups. The Germanic learners once again showed a significantly higher relationship in comparison with the African learners. The most important differences between the two population groups exist mainly between the verbal items and the three affective learning variables. The significant relationships between lecturers' immediacy behaviour and learning (cognitive and affective) were present mainly for the Germanic learners, and only some of the immediacy items showed significant relationships with learning (cognitive and affective) variables for African learners. Pertaining to the size of effects, it can be observed that all the statistically significant coefficients showed a medium to large effect, which indicates that the findings have an average to large practical value. Differences occurred in means on two variables (item 6 and item 32) between African and Germanic learners. Noteworthy differences in terms of total scores on the immediacy of learning variables did not occur. Regarding item 6 (Addresses me by my name), the Germanic learners showed a higher mean in comparison with African learners. Both averages, however, showed that this form of lecturer behaviour occurs seldom or occasionally. Relating to item 32 (Has a very relaxed body posture when he/she is lecturing), the African learners showed a higher mean compared with Germanic learners. Both averages showed that this form of lecturer behaviour occurs fairly regularly. Even though the results indicated that the impact of perceived immediacy operated differently for the two groups (possibly due to the fact that cultures differ in terms of what they expect regarding other individuals' behaviour), this study indicates a significantly positive correlation between immediacy behaviour and cognitive, affective and behavioural learning. The research findings further prove that, in connection with the effect of immediacy behaviour on learning, both verbal and non-verbal immediacy behaviour are vital dimensions of effective instructional strategies for the promotion of affective and cognitive learning. In conclusion, the verbal and non-verbal immediacy behaviour of lecturers whose home language is Afrikaans or English contributes positively to the affective and cognitive learning of learners whose home language is Afrikaans, English, or one of the African languages. Ultimately, the immediacy behaviour displayed by English or Afrikaans lecturers functions differently for learners whose home language is one of the African languages, than for those whose home language is Afrikaans or English. The results of this study, in conjunction with the results of previous work on immediacy, indicate that teacher/instructor/lecturer immediacy has a significant influence on the learner-instructor/lecturer relationship. Moreover, the results of this study, combined with those of Fayer, Gorham and McCroskey (1988), Collier (1988) and Sanders and Wiseman (1990), indicate that the specific role of lecturer immediacy on learner outcomes was mediated, to some degree, by culture. As South African classrooms grow more culturally diverse, communication scientists should redouble their efforts in this promising area of research.
Open Access
The incidence of Faith Popcorn's consumer trends among North-West University staff
(University of the Free State, 2007-05) Claassen, Vivian; Mulder, D.
Marketers have realised that the consumer needs to be the central focus of the organisation’s activities. In the United States of America a marketing expert, Faith Popcorn, has done valuable research on consumer trends. Popcorn proposed that if marketers keep these consumer trends in mind when developing and marketing products or services, they will address the needs of consumers more effectively. A limited amount of research on consumer trends have been done in South Africa and according to the researcher’s knowledge, no research on Faith Popcorn’s trends specifically. The aim of this study was firstly to determine whether ten consumer trends identified by Popcorn in 1991 occurred among the staff members of the North-West University (NWU), and secondly to work towards recommending points of departure for the application of this knowledge in integrated marketing communication (IMC). In the context of a selected group of people, Faith Popcorn’s consumer trends were addressed by the following research question: Do the ten consumer trends identified by Faith Popcorn in the American marketplace also occur among the permanent staff members of the NWU? And if so, how can knowledge about these trends be used to formulate more effective IMC strategies? All permanent staff members of the NWU participated as respondents. A self-administered questionnaire was developed and used as a data-collection method. The questionnaire was developed to determine whether the consumer trends of Cocooning, Fantasy Adventure, Small Indulgences, Egonomics, Cashing Out, Down-Aging, Being Alive, The Vigilante Consumer, 99 Lives and Save our Society occurred among the respondents. The results were analysed by means of the following statistical methods: (i) factor analysis with varimax orthogonal axe rotation; (ii), Cronbach’s alpha coefficient, to obtain an index of the internal consistency of the factors and (iii) effect sizes, to determine practical significance between the factors and demographic variables. The factor analysis revealed that 8 of the 10 consumer trends grouped together and measured the appropriate variables. It was found that 2 of the 10 factors, namely Cocooning and 99 Lives, had low internal consistency and they were therefore excluded from the study. The study showed that in general respondents agreed with the consumer trends of Faith Popcorn, meaning that these consumer trends occurred among the study population. It was also found that for certain consumer trends, some biographical variables displayed specific effect sizes, which could be significant in practice. The research results indicated that the consumer trends which were under investigation in this study, occurred among the respondents, thus positively answering the research question, as mentioned previously in this abstract. Marketers can apply the knowledge produced by this research into directing their creative approaches to specific market segments in order to include message content about the consumer trends. Some recommendations were made for including message content about consumer trends in order to address consumers’ lifestyle needs more effectively in IMC. Recommendations were made for future research, such as, inter alia: (i) a descriptive study incorporating additional trends of Popcorn into an investigation; (ii) a comparative study within other industries in South Africa to determine whether any similarities in consumer trends can be determined; (iii) a qualitative research investigation explaining the occurrence/non-occurrence of Faith Popcorn’s trends could also provide valuable information; (iv) an explorative study to identify alternative consumer trends among a similar sample frame; (v) an investigation into the applicability of these trends within an organisation’s IMC strategy, leading to more effective market segmentation and consequently better results; and (vi) a qualitative investigation into the relevance of consumer trend analysis in the formulation of corporate strategy.
Open Access
An integrated communication model for marketing the UFS
(University of the Free State, 2008-06) Mulder, Dalmé; De Wet, Johann C.
English: The higher education environment in South Africa has changed much in the past decade. In transforming the higher education sector, markets were created that lead to the corporatisation of universities. Corporate universities are predominantly characterised as institutions that follow a business model within the educational landscape. The University of the Free State (UFS) has accepted this new identity of corporate university in many ways. It is now also time to embrace it from a marketing communication, and specifically an integrated communication (IC), perspective. The goal of this study was to develop an integrated communication model for marketing the UFS. In realising this goal, the marketing-related structures and processes at the UFS were explored among other matters. The integrated approach to marketing and communication was dealt with as benchmark for the UFS and this approach directed a conceptual IC model for marketing the UFS. The conceptual model was subject to scrutiny by critical role-players at the UFS. Other critical issues explored were the higher education environment and its multi-cultural nature; the nature and scope of IC; and existing models of IC which were described and critically evaluated. A qualitative research approach was followed and the study was divided into four phases. Grounded theory was employed as overarching research strategy for all four phases, while other research strategies to gather and analyse data were implemented during some of the phases. The main contribution of this study was a conceptual IC model formulated for marketing the UFS. Based on the scrutinising of several IMC and IC models, a number of aspects were identified that was kept in mind when the IC model for marketing the UFS was developed. Furthermore, the basic principles of IC identified after an extensive investigation into the relevant literature, were interweaved in the conceptual IC model suggested for use by the UFS. The study confirmed that cultural sensitivity is a necessity if an organisation wants to be successful in the diverse South African environment. The factors that impact on inter-cultural communication effectiveness in organisations were described. It was explained that cultural differences manifest in an organisation in two ways, namely on an individual level, and on an organisational level. The organisational level indicators have specific relevance to this study. Organisational culture is also known as corporate culture. A number of corporate culture components that reflect an organisation with a strong culture were identified and it was noted that the majority of corporate culture components and integrated communication principles show significant resemblance. It is thus argued that the implementation of an IC model in a multi-cultural environment can foster a strong corporate culture. The scrutinising of the conceptual IC model by UFS role-players indicated that the majority of the respondents were positive about the model and were of the opinion that the model would address a number of marketing-related concerns and would provide a solution to some of the problems currently experienced with communication and marketing at the UFS. It was recommended inter alia that a number of structural changes with regard to the position of marketing and communication at the UFS be made. Processes that should be put in place were highlighted, and several conduct changes were advised. The application of the conceptual IC model within the suggested Institutional Communication section was illustrated.
Open Access
The ethics of reporting on HIV/AIDS in three major South African newspapers
(University of the Free State, 2009-05) Ajibola, Oluwatoyin Adeola; Pepler, Elsabé; Marais, Willemien
In the study, the researcher explores the issue of ethics of reporting on HIV/Aids in three major South African newspapers, namely Mail & Guardian, The Star and Daily Sun. The researcher argues that deontological and social responsibility ethical approaches are the necessary foundation upon which ethical decisions ought to be based, regarding the coverage of the pandemic in the media. The researcher establishes that journalists have to be bound by duty, which is a key concept within the ethical paradigms which are being proposed. The position that the researcher maintains is premised on the fact that journalists have a responsibility to society, especially because HIV/Aids is killing millions of Africans. And since there is no known cure for the disease, the media have a powerful role to play in ensuring that issues relating to the disease are reported consistently and regularly, since the media have an enormous influence (Retief 2002: 5). Using quantitative and qualitative content analysis as a research design, the researcher examined specifically four main ethical violations levelled against the media. It was found that in the newspapers studied, they had, on average, one story per issue; there is a gross dearth of stories which were humanised; the language of reporting, especially the use of some metaphors, had negative connotations, some positive, and one was political. Regarding sensationalist headlines and text, very few examples were found. One of the major recommendations is that stories on HIV/Aids ought to be humanised, and the narrative genre of news writing offers a solution.
Open Access
The Lesotho National Manpower Development Secretariat in the stakeholder century : an intergrated marketing communication approach
(University of the Free State, 2009-11) Nchaka, Malefetsane; Mulder, D.
Stakeholders are not passive, but have a huge impact on the functioning of organisations. The fierce competition amongst companies to win stakeholders’ interest and loyalty poses a challenge to organisations to seek the means of strengthening long-term relationships with their stakeholders. The Lesotho National Manpower Development Secretariat (NMDS) is a government department that, like any other organisation, has to take note of the challenges of the stakeholder century. The relationship between the NMDS and its stakeholders has been unfavourable. Regardless the cause, the situation affirms the impression that the NMDS is failing to feature in the stakeholder century. The aim of this study is to provide guidelines to improve the relationship between the NMDS and its stakeholders. The aim will be achieved through a discussion of the environment in which stakeholder relationships are pursued. A reflection on the stakeholder concept and an exploration of the marketing communication activities that the NMDS embark on to establish relationships with its stakeholders will be highlighted. The stated goal will be achieved through the combination of qualitative and quantitative research approaches. The grounded theory will be used to address the qualitative section, whilst in the quantitative section a survey research strategy will be employed. Firstly, the analysis revealed that the NMDS’ mission and brand are not well-known among stakeholders. It was further extrapolated that communication between top management and the employees of the NMDS was poor. It is also apparent that the organisation’s ability to communicate with its stakeholders using various techniques has been very poor. Furthermore it became clear that there is absolutely no message consistency within the organisation. The causes thereof were poor internal communication, employees lacking knowledge of their work, absence of policies and differences in perception. Stakeholders further lamented the discrimination prevalent within the NMDS, particularly during the scholarship renewal period. It was revealed that nepotism, favoritism, corruption and administrative irregularities are the major causes. The NMDS employees’ motivation is under suspicion. Suggestions such as increased remuneration, training and counseling were put forward as possible correctional measures of the status quo. The NMDS’ stakeholders suggested that information dissemination at the NMDS could be improved through using different media, use of word of mouth, and empowering the public relations office. It is imperative to mention that the challenges which faced the stakeholder of the NMDS were information inaccessibility, employees’ inefficiency and a total lack of stakeholder consciousness. The results of the study revealed that the NMDS’ interaction with its stakeholders can be enhanced through involving stakeholders on issues affecting them, using various marketing communication techniques, and training staff on stakeholder care. Finally, the use of ICT has been rated by stakeholders as being very low at the NMDS. Utilising ICT may be of great assistance in improving the relations between the organisation and its stakeholders. In the next chapter the conclusions drawn from the research findings of this study, together with the recommendations, will be presented. It is anticipated that this study will provide a theoretical framework for the NMDS to improve its marketing communication activities to improve its relationship with its stakeholders. Improved relationships will lead to improved service standards, which in turn will make stakeholders true assets of the NMDS.
Open Access
Visual dimensions of academic discourse in higher education
(Department of Communication Science, University of the Free State, 2010) Archer, Arlene
This article explores the visual nature of academic discourse within Higher Education in South Africa. It provides insight into the increasing influence of the visual in academic writing – arguing that the materiality and visuality of writing be considered alongside cognitive dimensions. The visual design of writing includes considering aspects such as spelling, typography, emphasis and layout. The article also considers the affordances of images and writing, the function of the visual, and the relations between images and writing. The aim is to create awareness in order to assist students in becoming conscious and active designers of meaning in a multimodal environment.
Open Access
'n Fantasietema-analasie van Maas se artikel 666 is net 'n syfer
(Department of Communication Science, University of the Free State, 2011) Terblanche, Lydie; Jordaan, Danie
Given the reality of persuasive communication practices in South Africa, the question arises as to which rational and/or non-rational characteristics of the contents of rhetorical messages contribute to the way in which recipients of such messages are so dramatically affected by them that they are motivated to display certain behaviour. It would seem that the symbolic convergence theory (SCT), along with its methodology, fantasy theme analysis (FTA), as developed by Bormann (1972) and his colleagues, is especially appropriate to explain this phenomenon. The identification and observance of a comparatively large number of possible phases in FTA aids the critic in his/her task to acquire the skills and proficiencies that are essential for the analysis of fantasy themes. On close examination rhetorical criticism is an art form that “requires” a competent rhetorical critic to display a unique approach, as well as the application of his/her own creative insights in the analysis of symbolic realities. Based on the principles of FTA, this article gives an indication as to why Deon Maas, with reference to his article 666 is net 'n syfer, is regarded as a controversial figure. In particular, an investigation is carried out in respect of the role played by the chaining out of fantasy themes in the creation of a rhetorical vision and the motivation of behaviour relating to the events surrounding the Maas article.
Open Access
Knowledge management in higher education
(Department of Communication Science, University of the Free State, 2011) Coetzee, Mercia
Abstract not available
Open Access
Recurring crisis of credibility? The state of public relations in South Africa
(Department of Communication, University of the Free State, 2011) Roodt, Zarine
This article is based on the notion that Prisa's approaching 55th anniversary presents an opportunity to reflect on the current state of public relations in South Africa – a state of affairs brought into sharper focus by the substantive change in the country subsequent to 1994's new political dispensation. This qualitative field survey asked the following research question: How do the presidents of Prisa who have served terms of office since 1994 view the current state of public relations in this country? The purposive sample resulted in ten respondents and an interview strategy was utilised to elicit responses in terms of an interview schedule. The thematic analysis brought about a two-fold picture: there appears to be increasing pressure on the public relations industry from the outside, with a commensurate collapse from within the industry itself. The article concludes that in many respects this study underscores the fact that not much has changed in the public relations industry; therefore, one could argue that the findings point to a recurring crisis of credibility in the South African public relations industry.
Open Access
All politics is local: suggestions for an editorial policy on political news for community media
(Department of Communication, University of Free State, 2011) Marais, Willemien; Linström, Margaret
In South Africa, the three spheres of government perform distinct functions in terms of the Constitution. By spreading the responsibilities of government across national, provincial and local structures, the Constitution ensures that government does not become too far removed from citizens. If local government is the closest level of interaction for citizens, then media at community level provide the link for that interaction. It is against this backdrop that this article views the quote widely attributed to American congressman Tip O'Neil: All politics is local. Political news has social importance for virtually everyone (Gelman 2011). On the flip side of the coin, people are what matter in terms of community media (Lauterer 1995: 9). This implies that even at grassroots level, media should have an editorial policy on political reporting if they want their editorial content to be relevant to the community they are serving. This loyalty to the needs of the community is the essence of media at grassroots level (Milne, Rau, Du Toit & Mdlongwa 2006: 3-4). This article reports on a qualitative content analysis of the existing editorial policies of community radio stations and newspapers in the Mangaung area in the Free State. Based on these findings, suggestions are made for a framework to draw up an editorial policy on political news for community media.
Open Access
The representation of black women in magazine advertisements in 1994 and 2006: A comparative study
(University of the Free State, 2011) Lombard, Elbie; Mulder, D.
𝑬𝒏𝒈𝒍𝒊𝒔𝒉 Living the lives of second-class citizens has long been the reality of women in South Africa; so much more so for black women. The history of South Africa is a divided one, a history stained by division and suppression; a history written and determined by a few white men. The reality created for women by these men was a reality of hardship, a reality of exclusion, of being less human than white men. Black women suffered under sexism (from both white and black men), racism (from both white men and women), and c1assism (due to being excluded from the economy). When feminism became popular in South Africa, the assumption was that black women would be interested in the ideals that feminism stands for, but that was not the case: Black women suffered more under racism than under sexism and for that reason it made sense not to revolt against black men, but rather to join the struggle against apartheid. Feminism was also seen as an ideology created by white women for white women and that it did not accommodate the unique reality of black women. Oliver Tambo supported black women joining the struggle and instructed their husbands to help with household chores to allow them free time for activism. After 1994, the emancipation of women became a priority in South Africa and President Nelson Mandela appointed women in key positions in government, and also in his cabinet. In his Inaugural Speech on 10 May 1994, he famously said that true liberation could not be achieved unless women are empowered, and thanks to his commitment, a third of parliamentarians and cabinet ministers then were women. The representation of women in parliament increased after the 2009 elections from 34% to 43%. Furthermore, women empowerment is one of the Millennium Development Goals. Today, women are still a priority of the South African government and in September 2010, during the ruling party's conference, Minister Angie Motshekga proclaimed that ensuring equal opportunities for women is still a national priority. The truth is that a number of black women are enjoying their newfound status and are reaping the benefits of these policies aimed at favouring them: A study by the Unilever Institute of Strategic Marketing at the University of Cape Town found that the most confident individuals in South Africa are young black urban women. Black women, who are now in a better socio-economic position due to the political changes in South Africa, have significant purchasing power and are not afraid to use that power. The majority of these women have bought into the consumer culture, and thus enjoy reading magazines - which is one of the many products of popular culture. Magazines generate the bulk of their income from advertisements and a large part of a magazine's content is made up of advertisements. Many people enjoy relaxing with their favourite popular magazine, reading the articles, the letters to the editor, the advertisements, and more. Most people do not take popular magazines seriously, and do not think that advertisements in these magazines can have any effect on them. They do not take note of the fact that print media like newspapers and magazines are high involvement media. They are not watchful or vigilant, and because of that, the messages and images in magazines and magazine advertisements can slip into their subconscious where it can ferment, thus influencing their thoughts and behaviour. If one views advertisements as a reflection of reality, then one would expect that the current South African reality should be represented in them. Yes, we do see more advertisements in which interracial friendships are portrayed; yes, we do see many black female models in advertisements endorsing all kinds of products. The concern is, in which roles and in what ways are they represented? Are they falling victim to the same old stereotypical manner in which white women are portrayed? Or - if advertisements are realistic - do we see the most confident group in South Africa being portrayed as self-assured, as empowered, as free from oppressive stereotypes? The aim of this study was to determine in which ways black women are portrayed in South African general interest as well as women's magazine advertisements in 1994 and 2006, and to compare the results of the two year groups in order to reach conclusions. The representation of black women in South African magazine advertisements was examined within the critical paradigm, and more specifically, feminist studies. A total of 641 advertisements selected according to certain criteria were analysed and described. These advertisements were categorised according to product categories and the role portrayals identified. The advertisements were then sorted by making use of Goffman's six rubrics that he developed and used during the writing of Gender Advertisements (1987). The results revealed that the number of magazine advertisements increased from 1994 to 2006, and that the number of advertisements for hedonic goods increased. Furthermore, women were portrayed more often in non-working roles than working roles and the decorative role, which is a non-working role, was represented in the majority of advertisements. In addition, the majority of advertisements showed women in poses of subordination, and as mentally drifting from the scene, which are in direct opposition to the empowerment agenda of the South African government. It can be concluded that the improvement of the socio-economic status of a large number of black women since 1994 was not yet reflected in magazine advertisements in 2006. For an advertisement to be successful it must resonate with the target market - put differently, black women must see themselves portrayed realistically in advertisements, and not only portrayed as subordinated objects. Besides, we imitate what we see in the media; we model our behaviour according to the representations in the media. Therefore, it is important that black girls see realistic role models in advertisements, leading empowered lives, so that they rather could strive to be like them and not become mere stereotyped objects. Also, young men should see realistic images of confident women so that they can realise that women are equal to men and not less human than themselves. The primary recommendation of this study is that the advertising industry should take note of the fact that the representation of black women is not a reflection of reality. This aspect should be addressed as it might have a negative impact on the brands that the advertisements represent, as well as on the emancipation of women (specifically black women) that the South African government so actively pursues. Visual literacy should also become more prominent in our society. It could be taught at school and at tertiary institutions to all South African students. We are bombarded by media images, thus people should be empowered to understand these images so that they can protect themselves.
Open Access
The Outsiders: making the existential tradition of communication theory come alive
(Department of Communication Science, University of the Free State, 2011) De Wet, Johann. C.
Albert Camus (1913-1960), recipient of the Nobel Prize for Literature in 1957, was one of France's greatest post-war writers. He published his first novel, The Outsider (L'Etranger), in 1942. Given that The Outsider is widely regarded as a classic existentialist work, the following research question is posed in this article: How, and to what extent, does the existential tradition of communication theory feature in the mentioned work? The Penguin edition of the novel (translated from the French by Joseph Laredo and published in 1983) is used in the study. With regard to the methodology used, the study necessitated in the main research of literature on The Outsider, existentialism and existential communication. The methods employed were analytical in order to determine the relationship between The Outsider, existentialism and existential communication; and critical, for purposes of highlighting aspects of the existential tradition of communication theory that can be read in the novel. A brief summation of the storyline is provided with particular focus on the communication of the protagonist, Meursault, followed by Camus's short interpretation of the novel which he wrote as a preface to the American university edition in 1955. Thereafter the gist of an existential perspective on communication and some recurring themes in existentialism are provided to facilitate and contextualise the ensuing analysis of The Outsider. The article concludes that The Outsider persuasively captures fundamental traits of the existential tradition of communication theory.
Open Access
The rhetorical imprint of Nelson Mandela as reflected in public speeches 1950 - 2004
(University of the Free State, 2011-05) Cawood, Stephanie; De Wet, J. C.; Breytenbach, H. J.
The study set out to construct a rhetorical imprint of Nelson Mandela as reflected in a combination of all, as well as selected publicly available speeches from 1950 to 2004. The rhetorical imprint refers to constant, underlying patterns of distinctive, verbal characteristics that support the content of numerous speeches in different contexts (Burgchardt, 1985: 441). The rhetorical imprint is conceptualised in pragmatic constructivist terms to be the product of the conceptual categories of the mind, which are intrinsically metaphorically structured (Lakoff & Johnson, 1980: 7). Since conceptual categories cannot be directly observed, evidence of the particular conceptual categories which governed Nelson Mandela’s rhetorical imprint was sought in the rhetoric itself. The rhetorical imprint functions at both the manifest and latent levels of meaning. In this study, the researcher accessed the surface-level patterns through quantitative, computer-aided content analysis, while the very fact that the individual conceptual system was considered metaphorical suggested the use of metaphorical concepts as qualitative tool in order to access the deeply embedded content of the conceptual categories which were most influential on the rhetorical imprint. The rhetorical imprint was finally synthesised from the qualitative and quantitative data in terms of the general characteristics of the rhetoric, the cognitive complexity and the conceptual structure of the rhetorical imprint, which consists of transcending conceptual motifs and sub-ordinate themes. Mandela’s rhetoric was also contextualised against his biographical background and ethos, as well as against the overall rhetorical situation, which include the socio-political context as controlling need or exigency, a consideration of the rhetorical audiences and constraints on the rhetor. Mandela’s rhetoric was found to be complex, with sophisticated vocabulary use and conceptual structuring. The rhetorical complexity indicates a rhetor who is cognitively complex and able to adapt his rhetoric to the nuances of different audiences and contexts. Mandela’s rhetoric further indicates a definite evolution from sub-corpus to sub-corpus. It was found that the controlling concern of the struggle period revolved around aspects of struggle, while the liberation sub-corpus signified a focus on aspects of the political transition. The presidential period focused on reconciliation and reconstruction and the postpresidential sub-corpus indicates a preoccupation with the issue of HIV/AIDS. The most dominant conceptual motif at the core of Mandela’s rhetorical imprint was found to be his use of the archetypal JOURNEY source domain in metaphorical concepts to conceptualise the controlling concerns throughout the entire corpus. The JOURNEY motif is accompanied by a forward-looking orientation where future paths and destinations are optimistically envisioned. The source domains war and building/structure are also prominent, although subordinate to JOURNEY. The metaphorical concepts related to JOURNEY are based on the mega-metaphorical concept LIFE IS A JOURNEY, while war is derived from LIFE IS A STRUGGLE FOR SURVIVAL and building/structure is based on ABSTRACT COMPLEX SYSTEMS ARE BUILDINGS. These mega-metaphorical concepts interact and indicate that Mandela’s individual construal system and rhetoric are fundamentally structured by the notion of a PERILOUS SYMBOLIC JOURNEY, which is the rhetorical imprint, and that all metaphorical concepts discovered in his rhetoric are subsumed in this configuration.
Open Access
Narratiewe kommunikasie as retoriese strategie in die prediking van die Bloemfonteinse Apostoliese Geloofsending
(University of the Free State, 2011-05) Lotter, Marésa; Marais, W.; De Wet, J. C.
English: Human beings are susceptible to the rhetorical power of narrative communication. Narrative communication is an organisational element that helps people to make sense of the world they live in. Rhetoric is the application of reason to imagination to bring the human will into movement. In the world of religious communication, especially communication within the Christian philosophy, narrative communication is used as a rhetorical strategy regularly. The Apostolic Faith Mission (AFM) is the oldest and biggest Pentecostal church in South Africa. The primary aim of the study was to analyse the use of narrative communication as rhetorical strategy within the preaching of the traditional Afrikaans-speaking Apostolic Faith Mission congregations in Bloemfontein. The research question is how narrative communication manifests as a rhetorical strategy in the preaching of the traditional Afrikaans-speaking Apostolic Faith Mission (AFM) congregations in Bloemfontein. Secondary aims of the study were to measure the frequency of narrative communication as rhetorical strategy in the preaching of the Apostolic Faith Mission in Bloemfontein; to determine which narrative story elements and style elements are used; and to determine whether there is a difference in the application of narrative communication during the morning services and the evening services. Twelve sermons, three morning sermons and three evening sermons of two pastors of different congregations, were analysed by overt observation and content analysis. Video recordings were made of all the sermons in order for the researcher to go through all of the sermons again to verify the results. Content analysis was the primary research strategy during this study. During the church services, the researcher fulfilled the observer-as-participant role. There are different elements to qualify and identify a text as “narrative”. These elements are called “story elements”, seeing that they usually form part of a story. Storyline, narrative location and experience narrative are examples of story elements. If the communicator wants to capture the imagination of the audience and if he wants to get them emotionally involved in the message, he must pay attention to the style of the communication action. The communication action can be seen as narrative if these style elements are applied, even if there is not a complete story present. These narrative style elements include certain language elements and non-verbal elements. The unit of analysis for this study was the narrative story elements and style elements that were found in die twelve sermons. These elements were identified in the literature study. The categories of analysis were the story elements and the style elements. For the sake of this study, it was said that narrative communication was applied as a rhetorical strategy in a sermon when 50% of the identified narrative story elements or 50% of the identified narrative style elements were found within that sermon. This sub-minimum was met in every analysed sermon and thus it can be said that narrative communication was applied as rhetorical strategy during every sermon. Introduction, causal relations, protagonist and narrative location are the narrative story elements that were used most frequently. The use of humour, the use of metaphors and the self revelation of the storyteller are the style elements that were used most frequently. Narrative style elements were used more frequently than narrative story elements. The only difference between the use of narrative communication in the morning services and in the evening services was that narrative style elements were used more frequently during the morning services than during the evening services. The pastors‟ knowledge about the use of narrative communication during preaching was limited. However, the literature study showed that narrative communication can be applied as a rhetorical strategy during preaching with great success. Thus, the construction of a narrative model for preaching in the AFM, and in other denominations, could be useful.