Communitas

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Communitas is a nationally-accredited academic journal publishing scientific articles in the context of Community Communication, Information Impact and related disciplines. The primary aim is the promotion of a better understanding of communication-related issues which affect all South African communities.

Alternative title(s): Journal for Community Communication and Information Impact | Joernaal vir Gemeenskapskommunikasie en Inligtingsimpak

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ISSN 2415-0525 (Online), ISSN 1023-0556 (Print)

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Now showing 1 - 20 of 193

Open Access
New shades of "whiteness": white identity in a multicural, democratic South Africa
(University of the Free State, 2000) Steyn, Melissa
"Whiteness", an extremely successful ideological construction of modernist colonisation, is by definition a construction of power: Whites as the privileged group take their identity as the nonn and the standard by which other groups are measured. As the new South Africa moves towards a more equitable multicultural society, Whites are experiencing a sudden loss of privilege. Different narratives are currently being constructed within the society about what it means to be White in the new dispensation. These narratives position Whites differently in relation to the past, and to Africa and Africans, and have varying potential for building a multicultural future. From the perspective of comparative social analysis, the current South African experience of "whiteness" problematises the way in which "whiteness" is currently theorised in Euro-America. An awareness of the need to address "whiteness" within the South African context, however, is still embryonic.
Open Access
Formulating messages for illiterate rural communities
(University of the Free State, 2000) Terblanche, Lydie
There is growing realisation of the difficulty to communicate with illiterate rural communities in South Africa. It is imperative that we also begin to use communication media that really "speak" to the people. The main aim of this article is therefore to challenge communication consultants in South Africa to take the development road when communicating with the Third World. Illiterate or lowliteracy people must be identified and as the cost of failing to communicate successfully is prohibitive, simple and clear messages should be fonnulated to ensure understanding. Crucial to the viability of successful communication with illiterate rural communities will be the relevant role-playing factors in fonnulating messages, including the question of which media to apply.
Open Access
Information skills in organisations: a needs analysis
(University of the Free State, 2000) Brink, E.; De Wet, Johann C.
The basic tenet of information provision is to provide the right person with the right iriformation at the right time and in the right format. This process requires specialised skills and trained professionals. This study attempts to detennine the importance organisations place on information and the role it plays within the organisation, as well as the skills utilised and needed to better implement this resource. The study was conducted in the Brandwag complex and the Mimosa Mall development in Bloemfontein and made use of structured questionnaires to detennine the awareness of organisations to the changing information needs in environments surrounding them. lriformation management relates strongly to the missions, visions and goals of organisations. Management may rely on traditional paper-based information systems or they might have advanced to technological systems, but the available information still has to be managed properly. !reformation is a pervasive entity and requires constant care in order to be of value to the knowledge base of the organisation and decision-making processes. The results attained in tenns of the organisational needs and perceptions can be used to aid in the development of Information Studies curriculums.
Open Access
Gehalteversekering in hoër onderwys
(University of the Free State, 2000) Van Rheede van Oudtshoorn, G. P.
Abstract not available
Open Access
Enkele aspekte en implikasies van magsafstand as dimensie van kulturele variasie in gemeenskapsonderrig
(University of the Free State, 2000) Van Aswegen, E.
Power distance as cultural dimension has been maintained by people since Plato's time. It fonns an integral part of the interaction of an individual from one culture with an individual from another culture. When communicating across cultural borders and one individual comes from a high and the other from a low power distance culture, the situation could become so culture strange that there is a possibility of culture shock. Within the context of a university, power distance and the emotional distance that accompanies it, can be problematic. For a learner who comes from a culture or subculture where a high power distance is maintained, the two-way flow of communication which a lecturer from a low power distance culture would expect from him/her, might feel so strange that it could create tension between them. The opposite is also possible. Where a learner from a low power distance culture socialises with the lecturer in a relaxed and informal way, he/she could be perceived as being arrogant and even obnoxious. In the field of teaching, then, the assumption can be made that learners from a high power distance culture will be more dependent on the teacher/lecturer, while learners from low power distance culture who are used to function independently, would probably like to work without close supervision and independently. Although culture plays a major role in the forming of a learner, every person is a unique individual. The individual does not equal his/her culture and his/her actions will not in all cases equal that of the culture, community or society.
Open Access
To touch or not to touch: communication between physician and patient - a pilot study
(University of the Free State, 2000) Pepler, Elsabe
In this article the act of touch as a form of rumverbal communication, which constitutes part of the "unspoken" or "silent sound" message between the doctor and patient, is investigated. Communication researchers often maintain that nonverbal communication carries vastly more weight than the verbal message content. International research indicate that patients feel positive about the inherent and constructive potential meaning conveyed by a doctor or health care professional who touches them in a supportive and empathic manner. Sometimes wonts are not sufficient to convey feelings, and the act of touch can fulfill this gap. A pilot study done in Bloemfontein under hospitalised patients confirms that patients feel that empathic touching can contribute to answering emotional needs, thus facilitating the total healing process and enabling the patient to cope better with sickness and possible hospitalisation. The tertiary training of doctors mostly account for interpretation of patients' verbal responses, while underplaying the patient's nonverbal behaviour. Verbal and nonverbal communication skills should be seen as inseparable at all times, and the sooner these skills can be acquired by physicians, the sooner will the quality of the doctor-patient-relationship improve in our communities.
Open Access
Aspekte van luistervaardigheid in gemeenskapsonderrig
(University of the Free State, 2000) Van Niekerk, A.
It has been said that it is the province of knowledge to speak, and the province of wisdom to listen. This statement emphasises the importance of the ability to listen effectively in any communicative encounter, but it does not clarify why the ability to listen is of utmost importance in the communication process. The article sets out by way of argumentation to address the following critical issues: What factors influence listening behaviour? Who is a skilful listener? What is the profile of an effective listener in an academic environment?
Open Access
Waarneming as data-insamelingsmetode in gemeenskapskommunikasie
(University of the Free State, 2001) Van Rheede van Oudtshoorn, G. P.
Observation is by definition an activity that human beings partake in on a daily basis. As a research tool observation has to a great extent been limited to certain sub-disciplines - specifically Anthropology. Due to the qualities of observation as a method of gathering data one can, of course, easily motivate the use of observation in research focused on Communication Science. Although the nature of observation as activity is very subjective, very distinct steps can be taken to enhance the credibility of observation through the professional use of field notes in its various forms, as well as by complementing the observation by other data gathering methods. The process involved in using observation as a tool in research methodology is also quite explicit. Perhaps the biggest decision to take in a research study involving observation is on which level the observation will take place; in other words what the extent of participation on the part of the researcher will be. The extent of openness and disclosure regarding the activities and role of the researcher towards the objects of observation also warrant consideration.
Open Access
The role of radio integrated marketing communication
(University of the Free State, 2001) Van Rheede van Oudtshoorn, G. P.; Mulder, Dalme
Radio, the oldest broadcasting medium, is still a hugely popular medium reaching more than eighty five per cent of the South African population. Radio's output is intimate, friendly and approachable rather than glamorous. Compared to television, radio is inexpensive to produce. It has been around so long and is so well trusted that it is in the happy but difficult position of being taken for granted. It has been said that the explosion in media choice leaves consumers with less time to spend with "old" media. Marketers are slowly but surely beginning to appreciate the qualities that make radio an excellent choice in any integrated marketing communication program.
Open Access
Integrated marketing communication: exploring industry practices and perceptions in South Africa
(University of the Free State, 2001) Store, Christel; Mulder, Dalme
A major new phenomenon confivnting the marketing communication industry in the new millennium is integrated marketing communication (IMC). Although this concept was conceived in the early I 990s, it is still relatively new in the world of marketing, especially in South Africa. The nature and consequences of IMC are of particular illlerest to the marketing industry in terms of the remuneration systems of agencies, the services marketing agencies offer, and the relationship between agencies and clients. Indeed, neglecting IMC can have dire financial consequences for agencies (in terms of lost revenue), as well as clients (in terms of lost market share/awareness).
Open Access
The idea of changing places in intercultural communication
(University of the Free State, 2001) Fedler, Joanne; Olckers, Ilze
This article explores the idea of "changing places" in intercultural communication within the context of the class room and the courts in our communities. The authors argue that in order to address the legacy of colonial and apartheid inspired communication, new approaches grounded in introspection, selfcriticism and evaluation are helpful. Changing places with those who are different from ourselves facilitates diversity literacy. Operating first at the cognitive level, it requires us to gain information about the Other in order to move beyond our comfort zones and to disrupt the ease of our ignorance. Secondly, it requires us to empathically and imaginatively extend ourselves to a level of feeling or experiencing the reality of the Other.
Open Access
On communication in Villa Bravado at the UFS
(University of the Free State, 2001) Msindwana, Andile
Abstract not available
Open Access
Perceptiveness of UFS students towards racial messages in newspapers: a pilot study
(University of the Free State, 2001) Snyman, Carina F.; Pepler, Elsabe; Breytenbach, H. J.
The South African media was dissected by the Human Rights Commission (HRC) in 1998, following complaints that certain media were allegedly guilty of racism and creating racial stereotypes. However, the process of the Human Rights Commission's inquiry received much criticism from media institutions, on the grounds that the HRC omitted the interpretation of the mass media receiver within this particular communication process. This article tries to fill this void, albeit it in a modest way, by investigating (through structured questionnaires) how students at the University of the Free State (UFS) perceive certain identified newspaper items, which the HRC itself labelled racist. The results indicated that the students did not perceive the media as racist, but that their perceptiveness of racial messages was influenced by their cultural backgrounds.
Open Access
Aspects of the communication reality in South Africa
(University of the Free State, 2002) Terblanche, F. H.
Abstract not available
Open Access
Health communication training for physicians: a qualitative study among UFS medical students
(University of the Free State, 2002) Pepler, Elsabe
Complaints from patients about their doctors' communication have been on the increase during the past decades .. A certain group of researchers are of the opinion that doctors find themselves fully in the world of human sciences as they are working with psychologicallyburdened people all the time, whilst others suggest that doctors are "pure" scientists, dealing only with diseases and sick bodies. In view of the overburdened schedule of medical students trying to cope with various medical curricula, communication as a fully-incorporated subject has not been high on the international agenda. However, a literature and applied research study has shown a definite shift of perspective toward the need for focused communication education. Although there is general agreement about the inferior quality of communication in the medical context emanating from health professionals, it is extremely difficult to pinpoint the locus of communication barriers. Medical students at the UFS, excluding first-years, were asked to participate in a qualitative study on the necessity of communication training in their fomzal curricula. The majority of students emphasised the need for practical communication training, and viewed the areas of empathy, listening, interviewing and nonverbal communication as crucially important. An emphasis on skills proved to be critical, whilst the students indicated a definite need for practical skills training during all years of training.
Open Access
Reflections on transforming Lolita: the (de)generation of an image
(University of the Free State, 2002) Roodt, Anton
This article deals with Vladimir Nabakov's "Lolita", a literary work discovered by Graham Greene in 1955, as image. More specifically, the transformation of Nabokov's original image and the subsequent absorption of "Lolita" as image into mass culture are highlighted. Salient aspects discussed with reference to "Lolita" are: changes in the fashion world where extremely young models are employed, often appearing in very erotic advertising; cloning of the image, especiaL/y by big business; and the movement of "Lolita's" image into cyber space typified by Japanese Kisekae and other virtual idols. The crossing-over of "Lolita" into popular culture continues unabated, and offers many opportunities for studying the manipulation of messages in efforts to try and capitalise on the changes in, and obsessions of, mass society. Indeed this famous work of Nabokov has spawned a vast number of offspring, exploiting the exploited Dolores Haze, the teen American nymphet and female interest of the novel, who becomes the sexual obsession of an older inteL/ectual emigre, Humbert Humbert.
Open Access
Towards effective intergrated governance and communication
(University of the Free State, 2002) Belot, S. T.
Abstract not available
Open Access
Gedagtes oor uitkomsgebaseerde onderrig vir die kommunikasiekunde
(University of the Free State, 2002) Van Rheede van Oudtshoorn, G. P.; Kirsten, G. M.
This article focuses on aspects of Outcomes Based Education (OBE) as a tool for facilitating the acquisition of skills and competencies in the study of Communication Science. It starts off whith an argument for the implementation of a new didactic process. An explanation of the nature of OBE is given with the premise that competencies and skills must be developed during the leaming process. Leaming without the development of contextualised skills and competencies must be eliminated. OBE's components, such as critcal outcomes, specific outcomes and end-product outcomes, are also explained. The traditional input- based education system is compared with OBE and outcomes based leaming processes and assessments are discussed. The article then takes a look at the need for using OBE as a tool in the study of Communication Science. A discussion of the need for OBE follows with an example of the communication industry's (specifically journalism's) needs for competent, skilled entry-level communication practitioners. The article speculates whether OBE might be able to help produce the required results. Finally a few of the problems for implementing OBE, and the realities confronting current tertiary educators of Communication Science, are highlighted.
Open Access
Pleasantille: an existential communication journey
(University of the Free State, 2002) Terblanche, Lydie; De Wet, Johann C.
In this article the American film Pleasantville, directed by Gary Ross, is analysed from an existential communication perspective. The concepts of authentic and inauthentic modes of existence are highlighted in the critique and the value of dialogue emphasised. The fairy tale film reflects the dual opposites of a Pleasantville ideal where the social ideal is scripted and manipulated and a Pleasantville reality in which individuals communicate authentically out of individual choice. In the end, freedom of choice and authentic communication prevail.
Open Access
Communication in the management of change: applications to the private an public sector
(University of the Free State, 2002) Grobler, Anske F.; Puth, Gustav
Change is now widely accepted as an inevitable consequence of modem management. As such, practitioners from various disciplines are required to take responsibility for the management of change and its resultant transitions. In most organisational contexts, the nature and dynamics of instituting change and leading transitions are very similar. This article discusses the causes of change in a volatile global and local environment, explains the difference between change, transition, and transformation, and explores facts about change and people's reactions to it. The eight common mistakes in change management are deliberated upon and their solutions are given. After various challenges for initiating change have been formulated, some guidelines for the role of communication in the management of change are provided.