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Item Open Access Towards effective intergrated governance and communication(University of the Free State, 2002) Belot, S. T.Abstract not availableItem Open Access Aspects of the communication reality in South Africa(University of the Free State, 2002) Terblanche, F. H.Abstract not availableItem 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.Item Open Access Health communication training for physicians: a qualitative study among UFS medical students(University of the Free State, 2002) Pepler, ElsabeComplaints 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.Item Open Access The use of SMS as marketing technique in intergrated marketing communication(University of the Free State, 2002) Msindwana, Andile A.; Mulder, DalmeThe 20th century had been characterised by technological developments that had revolutionised communication on a global stand. The development from the stone-age type of communication to present advancements has led to a significant change in how personto- person and long distance communication take place. Mobile telephone technology has brought better and affordable modes of communication that have kept the world communicating. The short message system (SMS) provides an extremely cheap way of interactive communication and its popularity has reached explosive heights with consumers - witness the demand at networks such as Vodacom, Mobile Telephone Network (MTN) and lately Cell C in South Africa. Big companies are beginning to realise that much dividends are to be reaped from using SMS as a form of communication with their customers, especially within the integrated marketing communication context. This article explores the experiences of learners (residing in the University of Free State hostels) with the SMS as marketing communication technique. It also sets out to examine their reaction to SMS communication. The perception of UFS learners about SMS marketing and how it can be tailored to give the maximum impact used in an Integrated Marketing Communications (IMC) program are also investigated. A brief overview is given of the problems and challenges that this new form of marketing communication can create. Most importantly, the article sets out to consider the importance of SMS marketing as an element of IMC.Item 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.Item Open Access Reflections on transforming Lolita: the (de)generation of an image(University of the Free State, 2002) Roodt, AntonThis 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.Item 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, GustavChange 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.