The meanings of the social media practices of African women engaged in multi-level marketing in Makhanda
- Authors: Tembani, Khuselwa Anda
- Date: 2022-10-14
- Subjects: Neoliberalism South Africa Makhanda , Humanism , Social media and society South Africa Makhanda , Discourse analysis , Precarity , Subjectivity , Multi-level marketing
- Language: English
- Type: Academic theses , Master's theses , text
- Identifier: http://hdl.handle.net/10962/365588 , vital:65762
- Description: In their efforts for a place in the economy, many South African women have embraced opportunities in the informal sector such as selling products for big Multi-Level Marketers (MLMs), who generally operate on a pyramid structure of commissions. This qualitative study investigates the meanings African women engaged in MLMs in Makhanda make of such work and examines how they construct notions of progress and success through their social media practices. The study was conducted in the strictest lockdown period and pioneered a research method that used Zoom to facilitate screen sharing on mobile phones to create an online version of the scroll-back method for Facebook. As expected for women working in a society increasingly integrated in a global neoliberal order, many of the meanings the women construct are rooted in neoliberal discourses that celebrate hyper-individualism and competition. This firstly includes constructing success through personal stories of self-appreciation, through which these women embody the MLM’s brand, while simultaneously improving their position in the market as sellers. Secondly, the women invest considerable effort on social media in constructing MLM work as epitomising stability in the context of the growing precarity that characterises their everyday lives. However, other meanings draw on the local African context. Here the women make sense of the inequalities that characterise the MLM pyramid structures, by constructing top players in the upline as a symbolic vanguard trailblazing freedom from a racist past through showcasing paths out of poverty. More interestingly, success is constructed as both resulting from and serving collective ways of being rooted in the discourse of African humanism. Here success is recognised as emerging from dense place-based networks in the neighbourhood built on trust and obligation, now replicated on social media. In conclusion, the study speculates that the worlds of meaning facilitated by MLMs might provide ways for neoliberal and traditional discourses to find points of synergy, and so serve as entry points into a neoliberal order that interestingly nevertheless draws on communal cultures of obligation and patronage. , Thesis (MA) -- Faculty of Humanities, School of Journalism and Media Studies, 2022
- Full Text:
- Date Issued: 2022-10-14
- Authors: Tembani, Khuselwa Anda
- Date: 2022-10-14
- Subjects: Neoliberalism South Africa Makhanda , Humanism , Social media and society South Africa Makhanda , Discourse analysis , Precarity , Subjectivity , Multi-level marketing
- Language: English
- Type: Academic theses , Master's theses , text
- Identifier: http://hdl.handle.net/10962/365588 , vital:65762
- Description: In their efforts for a place in the economy, many South African women have embraced opportunities in the informal sector such as selling products for big Multi-Level Marketers (MLMs), who generally operate on a pyramid structure of commissions. This qualitative study investigates the meanings African women engaged in MLMs in Makhanda make of such work and examines how they construct notions of progress and success through their social media practices. The study was conducted in the strictest lockdown period and pioneered a research method that used Zoom to facilitate screen sharing on mobile phones to create an online version of the scroll-back method for Facebook. As expected for women working in a society increasingly integrated in a global neoliberal order, many of the meanings the women construct are rooted in neoliberal discourses that celebrate hyper-individualism and competition. This firstly includes constructing success through personal stories of self-appreciation, through which these women embody the MLM’s brand, while simultaneously improving their position in the market as sellers. Secondly, the women invest considerable effort on social media in constructing MLM work as epitomising stability in the context of the growing precarity that characterises their everyday lives. However, other meanings draw on the local African context. Here the women make sense of the inequalities that characterise the MLM pyramid structures, by constructing top players in the upline as a symbolic vanguard trailblazing freedom from a racist past through showcasing paths out of poverty. More interestingly, success is constructed as both resulting from and serving collective ways of being rooted in the discourse of African humanism. Here success is recognised as emerging from dense place-based networks in the neighbourhood built on trust and obligation, now replicated on social media. In conclusion, the study speculates that the worlds of meaning facilitated by MLMs might provide ways for neoliberal and traditional discourses to find points of synergy, and so serve as entry points into a neoliberal order that interestingly nevertheless draws on communal cultures of obligation and patronage. , Thesis (MA) -- Faculty of Humanities, School of Journalism and Media Studies, 2022
- Full Text:
- Date Issued: 2022-10-14
The digital disruption of journalistic identity at the South African Broadcasting Corporation (SABC)
- Authors: Oosthuizen, Nina-Celeste
- Date: 2021-10-29
- Subjects: South African Broadcasting Corporation , Journalism Technological innovations South Africa , Digital media South Africa , Online journalism South Africa , Identity (Psychology) in mass media , Public broadcasting Political aspects South Africa , Journalistic ethics , Mass media Employees , Mass media Objectivity South Africa , Journalism Social aspects South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10962/192303 , vital:45214
- Description: This research investigates changes in journalistic identity with the introduction of online journalism practices in the SABC newsrooms. The study is a qualitative analysis of in-depth interviews with 6 SABC journalists. It focuses on SABC journalists who embrace a professional identity. Participants were selected from all three of the SABC newsrooms: Television, Radio and Digital News. The research reveals that SABC News journalists are - due to digital production workflows - increasingly pressured to work on their own in the field, with additional responsibilities and fewer resources, while taking on editorial duties and managing corporate and personal social media accounts. As the roles of SABC journalists become digitally disrupted and blur with those of technicians, editors and marketers, I ask how this might in turn disrupt journalistic identity. The interviews reveal how these SABC journalists have always understood their identities and values in opposition to those of corporate SABC leadership. While they, the journalists, sometimes allowed editors to change their stories, this was not done without resistance; it was a strategic compromise, since they understood the greater balance of their work to serve the public. However, this notion of being separate from the corporate identity has been disrupted through digital and social media, as it conflates their identity with the SABC brand. Journalists experience this acutely through ‘trolling’. Yet, conversely, some are also able to retain a sense of an independent professional identity through a direct relationship with the public on social media. Another key finding was that digital media disrupts the centrality of primary journalistic research or ‘legwork’, and instead, journalists increasingly spend time on the selection and repackaging of user-generated content. As some journalists are allocated more deskwork they experience a loss of status among their colleagues. The diminished role of journalists’ primary research, or eye-witness testimony, has created tensions in journalistic identity and what it means to be a ‘real’ journalist. Despite their concerns for the danger of reporting in the field in South Africa, SABC journalists considered such verification work crucial to their identity and what it means to be a journalist. , Thesis (MA) -- Faculty of Humanities, Journalism and Media Studies, 2021
- Full Text:
- Date Issued: 2021-10-29
The digital disruption of journalistic identity at the South African Broadcasting Corporation (SABC)
- Authors: Oosthuizen, Nina-Celeste
- Date: 2021-10-29
- Subjects: South African Broadcasting Corporation , Journalism Technological innovations South Africa , Digital media South Africa , Online journalism South Africa , Identity (Psychology) in mass media , Public broadcasting Political aspects South Africa , Journalistic ethics , Mass media Employees , Mass media Objectivity South Africa , Journalism Social aspects South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10962/192303 , vital:45214
- Description: This research investigates changes in journalistic identity with the introduction of online journalism practices in the SABC newsrooms. The study is a qualitative analysis of in-depth interviews with 6 SABC journalists. It focuses on SABC journalists who embrace a professional identity. Participants were selected from all three of the SABC newsrooms: Television, Radio and Digital News. The research reveals that SABC News journalists are - due to digital production workflows - increasingly pressured to work on their own in the field, with additional responsibilities and fewer resources, while taking on editorial duties and managing corporate and personal social media accounts. As the roles of SABC journalists become digitally disrupted and blur with those of technicians, editors and marketers, I ask how this might in turn disrupt journalistic identity. The interviews reveal how these SABC journalists have always understood their identities and values in opposition to those of corporate SABC leadership. While they, the journalists, sometimes allowed editors to change their stories, this was not done without resistance; it was a strategic compromise, since they understood the greater balance of their work to serve the public. However, this notion of being separate from the corporate identity has been disrupted through digital and social media, as it conflates their identity with the SABC brand. Journalists experience this acutely through ‘trolling’. Yet, conversely, some are also able to retain a sense of an independent professional identity through a direct relationship with the public on social media. Another key finding was that digital media disrupts the centrality of primary journalistic research or ‘legwork’, and instead, journalists increasingly spend time on the selection and repackaging of user-generated content. As some journalists are allocated more deskwork they experience a loss of status among their colleagues. The diminished role of journalists’ primary research, or eye-witness testimony, has created tensions in journalistic identity and what it means to be a ‘real’ journalist. Despite their concerns for the danger of reporting in the field in South Africa, SABC journalists considered such verification work crucial to their identity and what it means to be a journalist. , Thesis (MA) -- Faculty of Humanities, Journalism and Media Studies, 2021
- Full Text:
- Date Issued: 2021-10-29
Whiteness under threat: Farmlands and the construction of whiteness in its YouTube comment space
- Authors: Kelly, Megan
- Date: 2020
- Subjects: Farmlands (Documentary) , YouTube (Firm) , Mass media and propaganda -- South Africa , Afrikaners -- South Africa -- Attitudes , Propaganda, South African , Farmers -- Violence against -- South Africa , Racism in mass media , Whites -- Race identity -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/165722 , vital:41275
- Description: This study examines how whiteness, particularly South African whiteness, is constructed in a propagandistic YouTube documentary entitled Farmlands and how these constructions are taken up and negotiated by its viewers in its associated comment section. I suggest that these constructions are not only racialised, but resuscitate and popularise old colonial discourses that perpetuate the fear of a ‘white genocide’ and the perceived extermination of a ‘pure white civilisation’. A thematic analysis informed by theories of representation, the establishment of difference through meaning, discourse and critical whiteness studies show that there are several narratives constructed through binary oppositions informed by colonial understandings of race, juxtaposing whiteness and blackness. In analysing these constructions, I aim to demonstrate that whiteness often becomes violent and defensive when its power is perceived to be under threat, reproducing itself through binary constructions that aim to protect it. In doing so, I demonstrate how whiteness is globalising from previous narrow nationalist framings to embracing a globalised notion of ‘white civilisation under threat’. This study supports research that is sceptical of the democratizing ability of the internet and social media, focusing specifically on YouTube’s comment forum and how it is utilized to mobilize attitudes based on hatred, racism and profound social exclusion.
- Full Text:
- Date Issued: 2020
- Authors: Kelly, Megan
- Date: 2020
- Subjects: Farmlands (Documentary) , YouTube (Firm) , Mass media and propaganda -- South Africa , Afrikaners -- South Africa -- Attitudes , Propaganda, South African , Farmers -- Violence against -- South Africa , Racism in mass media , Whites -- Race identity -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/165722 , vital:41275
- Description: This study examines how whiteness, particularly South African whiteness, is constructed in a propagandistic YouTube documentary entitled Farmlands and how these constructions are taken up and negotiated by its viewers in its associated comment section. I suggest that these constructions are not only racialised, but resuscitate and popularise old colonial discourses that perpetuate the fear of a ‘white genocide’ and the perceived extermination of a ‘pure white civilisation’. A thematic analysis informed by theories of representation, the establishment of difference through meaning, discourse and critical whiteness studies show that there are several narratives constructed through binary oppositions informed by colonial understandings of race, juxtaposing whiteness and blackness. In analysing these constructions, I aim to demonstrate that whiteness often becomes violent and defensive when its power is perceived to be under threat, reproducing itself through binary constructions that aim to protect it. In doing so, I demonstrate how whiteness is globalising from previous narrow nationalist framings to embracing a globalised notion of ‘white civilisation under threat’. This study supports research that is sceptical of the democratizing ability of the internet and social media, focusing specifically on YouTube’s comment forum and how it is utilized to mobilize attitudes based on hatred, racism and profound social exclusion.
- Full Text:
- Date Issued: 2020
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