Die beeld van die Universiteit van die Oranje-Vrystaat onder potensiële studente: die rol van die kommunikasiemedia

English: The underlying processes of communication have been discussed in this study. The image potential students have of the UOFS: The role of the communication media. Attention has been paid to interpersonal communication as well as mass communication and their underlying elements. In the process of the dissemination of information, public relations has been discussed as being instrumental in the diffusion of communication. Attention has been paid to the organization as an open system which cannot function in isolation. The different phases of the public relations process as well as the underlying processes of public relations in the diffusion of innovations have been subject to a close scrutiny. The model of Fourie (1982) has been used as premise in indicating the different phases of the public relations action. Since the communication of public relations is aimed at a particular public, it has the undertone of influencing effective mutual relations. Change of attitude and the phases of such attitude change have been studied. In the process of attitude change several models have been studied, but the model of Rogers and Shoemaker (1971) has primarily been used in this study. Attitude change is divided into four phases according to the abovementioned model, viz. knowledge, influencing, decision making and confirmation. The process of influencing does not necessarily have to pass through all the phases for attitude change to be accomplished, but can occur in any of the phases. Attention has been paid to elements of the innovations which have been communicated. Public relations is merely an instrument which is used by an organization or institution to create a particular image of to bring about effective mutual relations. This has been indicated in this study. In the empirical survey 1639 respondents were questioned of a questionnaire. The survey was aimed at determining the various aspects which contribute to the image of the UOFS. Several statistic surveys were conducted. Some of the aspects which were researched, include biographical particulars, study prospects, the role played by the interpersonal communication media, inter alia the influence of parents, family members, teachers, the minister, the public relations officer of the UOFS, etc. The influence of the mass media was additionally researched. The internal publications of the UOFS apparently had no great influence. On the other hand the influence of the mass media was quite substantial. The combined influence of the interpersonal communication media and the mass media has also been researched in this study. Further studies should be conducted to determine which of the potential students eventually enrol at the UOFS and during which year at school pupils should be persuaded to become students of the UOFS.