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Item Open Access On communication in Villa Bravado at the UFS(University of the Free State, 2001) Msindwana, AndileAbstract not availableItem 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.Item 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.Item Open Access The role of radio integrated marketing communication(University of the Free State, 2001) Van Rheede van Oudtshoorn, G. P.; Mulder, DalmeRadio, 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.Item Open Access Integrated marketing communication: exploring industry practices and perceptions in South Africa(University of the Free State, 2001) Store, Christel; Mulder, DalmeA 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).Item Open Access The idea of changing places in intercultural communication(University of the Free State, 2001) Fedler, Joanne; Olckers, IlzeThis 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.