Communication Science

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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
An analysis of the traditions of communication theory in Ian Mcewan's atonement
(University of the Free State, 2017-01) Bezuidenhout, Jolandi; Krige, D.
English: The discipline of communication science is delineated by an intellectual smorgasbord of theoretical perspectives, principles, and assumptions about the communication phenomenon, which originated from interdisciplinary fields such as rhetoric, philosophy, psychology, sociology, semiotics, and many others. The multidisciplinary history of communication theories makes it difficult to establish a coherent, integrated canon of theory. Craig (1999), drawing on historical strands of theoretical thought, classified the complex intellectual heritage of communication theory into seven traditions. Although this constitutive metamodel of the seven traditions of communication theory enables holistic reflection and meta-discourse about communication theories, the complex and abstract characteristics of these seven traditions often remain incomprehensible to communication science scholars. This study analysed the contemporary novel, Atonement, by Ian McEwan, for evidence of the seven communication traditions and the manner in which these traditions are illustrated in the narrative. The purpose of this research is to indicate that modern fiction can be used to make the practical application and comprehension of the multidisciplinary principles and assumptions of the seven communication traditions easier. In order to achieve this aim, this study employed a qualitative research methodology and a two-fold research design. An initial literature study aided the construction of a prior coding framework used during the content analysis to identify textual evidence of the characteristics of each of the seven communication traditions. The results provided evidence of all seven traditions in Atonement and illustrated the characteristics of the traditions through examples that resemble real-life communication situations and behaviour. This study demonstrated its premise that a contemporary novel like Atonement is an accessible medium for the practical illustration and comprehension of abstract communication theories and traditions.
Open Access
An analysis of the traditions of communication theory in Ian Mcewan's atonement
(University of the Free State, 2017-01) Bezuidenhout, Jolandi; Krige, D.
English: The discipline of communication science is delineated by an intellectual smorgasbord of theoretical perspectives, principles, and assumptions about the communication phenomenon, which originated from interdisciplinary fields such as rhetoric, philosophy, psychology, sociology, semiotics, and many others. The multidisciplinary history of communication theories makes it difficult to establish a coherent, integrated canon of theory. Craig (1999), drawing on historical strands of theoretical thought, classified the complex intellectual heritage of communication theory into seven traditions. Although this constitutive metamodel of the seven traditions of communication theory enables holistic reflection and meta-discourse about communication theories, the complex and abstract characteristics of these seven traditions often remain incomprehensible to communication science scholars. This study analysed the contemporary novel, Atonement, by Ian McEwan, for evidence of the seven communication traditions and the manner in which these traditions are illustrated in the narrative. The purpose of this research is to indicate that modern fiction can be used to make the practical application and comprehension of the multidisciplinary principles and assumptions of the seven communication traditions easier. In order to achieve this aim, this study employed a qualitative research methodology and a two-fold research design. An initial literature study aided the construction of a prior coding framework used during the content analysis to identify textual evidence of the characteristics of each of the seven communication traditions. The results provided evidence of all seven traditions in Atonement and illustrated the characteristics of the traditions through examples that resemble real-life communication situations and behaviour. This study demonstrated its premise that a contemporary novel like Atonement is an accessible medium for the practical illustration and comprehension of abstract communication theories and traditions.
Open Access
Aspekte van narratiewe kommunikasie as retoriese strategie binne prediking
(Department of Communication Science, University of the Free State, 2013) Van der Walt, Marésa; Marais, Willemien; De Wet, Johann C.
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 communication within the Christian philosophy, narrative communication can be used as a rhetorical strategy. This article discusses the different aspects of the use of narrative communication as rhetorical strategy within preaching. Both narrative techniques and narrative style elements can be used to contribute to the rhetorical effectiveness of a sermon. The use of “story elements” and “style elements” qualify a text (sermon) as “narrative”. The rhetorical success of narrative communication when used in sermons was tested in traditional Afrikaans-speaking Apostolic Faith Mission congregations in Bloemfontein. Churchgoers completed questionnaires to convey their experience and opinion of the use of narrative communication in preaching during 12 sermons. The results were overwhelmingly positive.
Open Access
Communication as a stakeholder relationship-building factor in contributing to the success of small businesses in townships
(University of the Free State, 2023) Ntsongelwa, Avela; Breshears, Diana
The townships in Gqeberha are characterised by crime, poverty, and unemployment. Small businesses can address these challenges by providing employment opportunities, which in turn can help alleviate poverty and crime. Despite these challenges, there are small business owners and/or managers who see opportunities for their businesses in the township, as well as the importance of stakeholder relationships for businesses. The purpose of this study was to explore owners' and/or managers' views on the importance of effective communication and the role it plays in building positive stakeholder relationships, which in turn contribute to successful small businesses. The research questions focused on who small business owners and/or managers regard as their stakeholders, how small business owners and/or managers view communication with their stakeholders, what they regard as positive stakeholder relationships, and their experiences of running a small business. Data were collected through interviews and qualitatively analysed. The results showed that engaging with stakeholders contributes to forming positive stakeholder relationships, which help the organisation achieve its end goals.
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
Communication indicators for integrating diverse cultures in junior female residences at the University of the Free State
(University of the Free State, 2011-05) De Lange, Lucrezea; Mulder, D.
In spite of the fact that the University of the Free State (UFS) has been recognised as a leader in the transformation process in South African higher education, an area of great concern at this institution was the integration of the junior residences. A new policy for increasing diversity in residences was implemented, but three years into the process the residences were still not fully integrated. Although several aspects could have contributed to the fact that the residence integration was only partially successful, this study focussed on the important role of communication during this change intervention. Five research questions were addressed. Firstly, the meta-analytical research question explained what the racial integration process in the junior female residences entailed. The contextual research question explored the dimensions of a contemporary organisation impacted by change, and the conceptual research question, explored the fundamental components of change management communication within a contemporary organisational context. The ideal manner in which to communicate change in a contemporary organisational context was addressed by the normative research question, and finally, the theoretical research question addressed the issue of which theoretical communication framework could be suggested to provide indicators for more effective communication during the integration process. The primary objective of this study was to recommend a theoretical communication framework with indicators that can contribute towards more effective communication during the process of communicating change in the junior female residences at the UFS. The role and quality of the communication used during the management of this change intervention was therefore explored. Considering the aim of this study, a qualitative approach and grounded theory strategy was used in the research design and the philosophical foundation underlying this study is constructivism. Data gathering was done by in-depth interviews and focus group sessions. Validity of the study was enhanced through respondent validation. 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. The main theoretical domains relevant to the study are the contemporary organisation and change management communication. As a holistic perspective is deemed essential in order for an organisation to change successfully, the four different dimensions of a contemporary organisation impacted by change were explored. The importance of organisational culture and fact that changing the culture of an organisation should be the first step during a change intervention were highlighted. The essential place of the learning organisation in which constant development of employees are encouraged in order for organisations to survive and adapt in an ever changing environment was emphasised. As the learning organisation can constantly repositioning itself and adapt to changing situations, it. was suggested that for the successful implementation of change at different organisational levels, communication activities should be integrated. The central role of the manager, the important role of leadership communication, the engaging of employees and the sensemaking role of managers, as well as the fact that listening to employees should be regarded as an action step critical to successful change implementation, was discussed. Another important factor often overlooked during change interventions, but playing a critical role during the implementation of change, namely the human factor was also discussed at the micro-emotional level. It was evident from the data that serious communication problems and a lack of communication existed between different departments, as well as between management and residence management staff. Subsequently the need for a communication framework with indicators was confirmed. Six main themes surfaced from the data collected. Three of these themes were perceived as being more prominent, namely the role of communication, the management of change, and the consultative intervention. The conclusions to the study led to the identification of five areas of importance that form the pillars of the communication framework. These are the process and procedures to follow, the people to engage and the principles and policies to guide the process. Within each of the above mentioned categories indicators were identified that can contribute towards more effective communication during the process of change in the junior female residences at the UFS.
Open Access
Communication through musical symbols: a comparative study of selected piano pieces by Frédéric Chopin
(University of the Free State, 2019) Bezuidenhout, Daniel Hanno; Krige, D.; De Villiers, A. M. F.
𝑬𝒏𝒈𝒍𝒊𝒔𝒉 Communication is omnipresent and semiotic in nature. Within communication, a message is typically sent through a channel by means of a system of symbols, which is verbal and/or nonverbal in nature. Music is a communication channel, which can, unlike spoken language, communicate across language barriers. During the communicating of the message, the musical symbols within the music score function as a unit. For various reasons, publishers make modifications to music scores. This study aimed to investigate the impact that modifications have on the communicated message. Additionally, a more holistic understanding of communication phenomena within the context of music was obtained and the importance of selecting the appropriate edition demonstrated. This is achieved by analysing four nocturnes by the Romantic composer Frédéric Chopin to investigate meaning modifications within different editions of the same piano compositions. To achieve this, quantitative analyses were conducted to identify any modifications within the sample. This was followed by a qualitative semiotic analysis of each composition. There is shown in this study that the most frequent modifications are made to phrase markings, dynamic symbols, articulation symbols, and pedal markings. In addition, it was found that changes were made to some of the notes and/or rests used within certain compositions. These changes have an impact on the communicated message of each composition in the sense of changing the emotion and atmosphere, and hence the communicated message. The findings of this study highlight the importance of considering the implications of making changes to an original score and choosing the most appropriate edition for a performance. ___________________________________________________________________
Open Access
A crisis communication plan for municipalities: the case of the Frances Baard district municipality
(Department of Communication Science, University of the Free State, 2013) Kunguma, Olivia; Terblanche, Lydie
A crisis communication plan facilitates the effective flow of information between relevant organisation(s) and a community affected by a crisis. In 2010 the Frances Baard District Municipality, situated in the Northern Cape, commissioned the development of a crisis communication plan for the municipality. It was to be developed in consultation with various stakeholders. Once developed, the plan had to be reviewed and serve as an educational document that could be used by other municipalities. The study found that drafting a crisis communication plan has to include best communication practices for each anticipated problem and effective implementation. Continuous evaluation and updating of the plan are necessary to ensure that critical business functions are not jeopardised in the event of a crisis.
Open Access
Die dagboek van'n Boeremeisie in diens van die vyand-siekte en sorg in die Bethulie-kamp
(Faculty of the Humanities, University of the Free State, 2011-09) Pretorius, Engela; Krige, Daleen
The many published diaries kept by women in the concentration camps constitute an extraordinary aspect of the Anglo-Boer War. Undoubtedly, some diaries have only survived within families – like the one kept by Susara Johanna (Sarie) Roos. Armed conflict can be considered to be the antithesis of public health and, as such, it constitutes a health issue. Central to every war one finds the health care staff, and specifically the nurse, who has to deal with the physical, emotional and social consequences of the conflict. Sarie Roos, a young Boer woman, was employed by the British as a nurse in the Bethulie camp. In the main, her narrative deals with this role. This article aims to describe and analyse her experiences in this camp – one of the most devastating of its kind. During the course of her narrative, documented history comes to light, which serves to verify the reliability and authenticity of her diary. It does, however, also provide a somewhat different view of the events – from the perspective of a Boer woman employed by the enemy to serve her own people.
Open Access
The development of an Integrated Communication (IC) audit framework for a decentralized business enterprise
(University of the Free State, 2016) Van Baalen, Annette; Mulder, D.
English: Integrated Communication (IC) seems the ideal solution to engage in meaningful conversation with various stakeholder groups. Through the implementation of this strategy, companies can use two-way communication to ensure that the demands and expectations that both internal and external stakeholders have towards the company are met. This approach to stakeholder communication also increases stakeholder loyalty, as all the actions of the company are integrated to create a holistic view of the core values that differentiate the company from competitors. Unfortunately, the implementation of IC poses a great challenge to companies. Amongst these challenges are issues such as the complex structure of communication channels available to communicate with stakeholders and the lack of the necessary soft skills to engage in meaningful conversation with the identified stakeholders. This has left companies to perceive IC as an unreachable ideal. Over and above the mentioned challenges, one of the biggest is that no instrument is available that enables a company to determine whether the efforts made to pursue IC have reached full potential. Without a proper evaluation tool that encapsulates the essence of IC, companies will continue to get a distorted perception of what IC offers and might never discover its true potential. To provide a possible solution to the identified problem, five research questions were developed. The first research question was set from a conceptual perspective and was based on determining the basic constructs of IC to further an understanding of the essence of this approach. This was followed by the meta-analytical research question that emphasises the operational dimensions companies need to include in an instrument to evaluate IC efforts. Furthermore, a theoretical research question explored the possibility of existing models and theories that might support the development of an IC audit framework. Finally, a question developed from a normative research perception enabled the researcher to explore the ideal manner through which the feasibility of an evaluation instrument for IC could be implemented. These questions all culminated in the main research question to address the possibility of a company being able to determine whether all communication efforts are integrated. Based on the research questions, a primary objective and three secondary objectives were identified. The primary objective for this study was to develop an IC audit framework that companies can use to determine whether its communication efforts are truly integrated. This aim gave rise to three secondary objectives, which were addressed through three separate research phases. The first secondary research objective focused on determining the scope of IC through the analysis of the conceptual foundation that shapes the concept. This was done by means of a conceptual analysis of IC and it formed the first phase of the research. By using the data provided through the conceptual analysis, the scope of IC was developed, which not only included the domains in which IC should be implemented, but also highlighted constructs such as characteristics, drivers and rules that needed to be addressed during implementation. With this scope, the researcher was able to gain a clear understanding of the main concerns of implementing IC. During the second phase of the research, the data from the conceptual analysis of IC enabled the researcher to have an in-depth focus on the main constructs of the concept that companies need to be aware of. However, as the theoretical research question addressed the possibility of how existing models and theories could contribute to an IC evaluation instrument, another objective was set that focused on this issue. This objective set the challenge of discussing, analysing and comparing various prevailing models and theories of IC that could be shaped into auditing criteria. This research objective was achieved using a literature review. While analysing and comparing the different models, the researcher identified Kitchen and Schultz’s (2000) 8-step model of IC implementation as an appropriate foundational structure for the IC audit. After slight alterations to the steps suggested by Kitchen and Schultz (2000) had been made, an IC audit framework was developed that focused on the mentioned constructs identified through the conceptual analysis. The third secondary objective set for the study addressed the normative research question namely, what the ideal manner would be to test the IC audit framework. This objective was dedicated to ensuring that the implementation of the conceptual IC audit framework was tested with regard to its feasibility in practice. To test the feasibility of the framework, it was presented to the managing staff of a decentralised company, Central Media. The data necessary to reach this objective were collected by means of focus-group interviews and analysed. During the focus-group interviews with the respondents from the decentralised company, the steps of the conceptual IC audit framework were presented. Respondents were then granted the opportunity to provide feedback to shape the final IC audit framework. Respondent validation was then employed to ascertain whether the input provided by the respondents had been interpreted correctly. This process formed part of the third and final research phase. After the final secondary objective had been addressed, the data from the three different phases were combined to develop a final presentation of each step of the IC audit framework. The three research phases culminated in a 9-step IC auditing instrument. The execution of this study led to a binary set of contributions. First, the proposed IC audit framework can assist companies to determine whether they are indeed following an integrated approach to all their communication activities. Furthermore, this instrument can also be used to plan, prepare and develop an integrated communication strategy for a company. Ultimately, this study also strives to enhance the status of communication in the industry by showing the advantages of an effective IC approach that organisational communication can bring.
Open Access
Directives for the application of social media as computer-mediated communication in South African higher education
(University of the Free State, 2014) Coetzee, Emmerenzia Johanna Susanna; Wilkinson, A. C.; Krige, D.
English: This study has been conducted from the disciplinary context of Communication Science (CS) and more specifically, the subfield of Computer-mediated communication (CMC). The field of application of the study is higher education and, specifically, the educational context of higher education (teaching and learning) with its specific users (learners and educators). As a result of the continuous developments in CMC technologies, research in the possible application of social media in HE has exploded. Unmanageable amounts of information have become available, making it difficult to keep up with primary research evidence about the way social media may be utilised in an educational context. In addition, available studies in this regard do not show any uniform theoretical basis, nor do they consider communication theory, or connections between communication and educational theories. These problems informed the decision to conduct a systematic review of selected studies on the topic and to summarise existing information about the use of CMC and social media in HE into directives for the utilisation of CMC and social media in South African higher education. The literature review reflects the three angles from which the use of social media in HE had to be considered, referred to as three theoretical ”lenses” in the study. The first lens, the “communication-centred lens”, provides important background and theoretical perspectives (principles) on effective communication, which includes communication by means of social media. The second lens, the “social media-centred lens” provides focus on the social media landscape and recent and predicted developments in technology and social media. The third lens, the “education-centred lens”, highlights the educational context through a discussion of applicable educational theory and principles. The many similarities and congruities between educational principles and the theories and principles derived from CS and CMC theories, provide a strong binding factor in the study. The literature review aided the compilation of a conceptual framework that guided the study and the ultimate compilation of a set of directives for effective teaching and learning using social media in higher education. The empirical investigation took on the format of an extensive systematic analysis on 220 relevant research documents. Using inductive category coding, data were categorised according to themes and then organised into data sets which were used for the analysis. The findings provide perspectives on the effective use of social media in the educational context, and the most effective social media tools to be used in this regard. Key perspectives gained from the analysis and the literature review are presented in an integrated framework from which 12 possible directives for the utilisation of CMC and social media technologies in South African higher education are proposed. The directives focused on: 1) Factors impacting on access to and effective use of social media technologies; 2) The role of the educator in the choice and use of applicable social media technologies; and 3) The effective use of social media technologies to ensure active learning. The significance of the study lies in the contribution the study makes to the theory of CS and CMC, especially in regard to the use of social media in South African higher education. The study furthermore highlights the important link between Communication Science and Education as disciplines. The directives and other findings of the study, if appropriately disseminated, may also foster broad interest and contribute to a more extensive and effective application of social media in higher education worldwide.
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
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.
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
Fantasy themes and frames in The Star on Oscar Pistorius in the aftermath of the 2013 shooting
(Department of Communication Science, University of the Free State, 2014) Marais, Willemien; Grobler, André; Terblanche, Lydie; Litabe, Boitumelo
This article reports on research conducted as part of two studies focusing on media reportage in the immediate aftermath and bail application of athlete Oscar Pistorius after fatally shooting his girlfriend, Reeva Steenkamp, on 14 February 2013. The first study examined how print media portrayed Pistorius after he shot Steenkamp, but before his bail application. It was informed by Bormann’s fantasy theme analysis (1972), based on his symbolic convergence theory, to identify fantasy themes. The second study was a deductive frame analysis of the primary news frames in articles published in print media during Pistorius’ bail application. The news frames identified were a combination of the common frames identified by Neuman et al. (1992: 74) and Semetko and Valkenburg (in De Vreese 2005: 56) and include conflict, human impact, human interest, attribution of responsibility and violence. Both studies focused on a number of South African newspapers, but this article reports specifically on the results as they pertain to The Star, a leading South African newspaper. The period under investigation is 15-23 February 2013. The fantasy themes identified have indicated that, in Pistorius’ case, he was mostly depicted in a negative light, while there were very few instances where he was portrayed positively. Conflict was the most common primary news frame found in the frame analysis.
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
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
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
Knowledge management in higher education
(Department of Communication Science, University of the Free State, 2011) Coetzee, Mercia
Abstract not available