Digital media marketing and the consumption of sugar-sweetened beverages in Africa: A reception analysis of the multi-channel marketing of Coca-Cola among young Africans from the University of Lagos, Nigeria and Rhodes University, South Africa
- Authors: Akingbade, Olutobi Elijah
- Date: 2020
- Subjects: Carbonated beverages -- Health aspects -- South Africa , Carbonated beverages -- Marketing -- South Africa , Soft drinks -- Health aspects -- South Africa , Soft drinks -- Marketing -- South Africa , Carbonated beverages -- Health aspects -- Nigeria , Carbonated beverages -- Marketing -- Nigeria , Digital media -- Marketing -- Africa , Soft drinks -- Health aspects -- Nigeria , Soft drinks -- Marketing -- Nigeria , Digital media -- Marketing -- Nigeria , Obesity -- Africa , Nutritionally induced diseases -- Africa , Coca-Cola Company -- Marketing , Rhodes University -- Students -- Attitudes , University of Lagos -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/163125 , vital:41012
- Description: This study investigates and examines how Coca-Cola’s marketing communications, especially the newer forms of digital, social and mobile media marketing messages/campaigns, are received, understood and made sense of by two sets of purposefully selected young urban African students in Nigeria and South Africa. Embedded within a qualitative research design and underpinned by an interpretative phenomenological analysis (IPA) approach, this study was conducted against the backdrop of the recent surge in the consumption of Sugar Sweetened Beverages (SSBs) which has been directly implicated in the rise of obesity and a variety of non-communicable diseases (NCDs) in Africa. The thesis explores the role of multinational SSBs in this surge, as African countries have become key focus areas for multinational food and beverage companies seeking growth and profits, as home markets decline partly due to better health communications and, in some cases, the implementation of so-called ‘sugar taxes’ and the attendant negative publicity around these taxes. The focus on young Africans from Nigeria and South Africa was motivated by the similar rapid urbanisations in both countries, often accompanied by changes in diet and greater consumption of fast foods and SSBS, and by South Africa’s ranking as the country with the highest prevalence of overweight persons and obesity in Sub-Saharan Africa. Similar rises in national average weights are now also starting to be seen in Nigeria, as are surges of diet-related disease incidence and prevalence. The study is informed by Consumer Culture Theory (CCT) but also draws on other theories and some key concepts from marketing studies, health science and psychology. Methodologically, the study draws on in-person observations, focus group interviews and semi-structured individual in-depth interviews, to explore how Coca-Cola has created a deep and evocative historical ‘brandscape’ and how it has become a multicultural resource in both South Africa and Nigeria. Through an investigation into the lived experiences of study participants with regards to both their earliest and more recent engagements with Coca-Cola, as a brand and as a product, the study delineates the influence of older generations of Coke enthusiasts and consumers within participants’ households and newer spaces of interaction with Coke via interactive, highly personalised social media-centric campaigns. This study explores how the ubiquitous nature of Coca-Cola’s aesthetics and signage are engaged with – often in very ‘sub-conscious’ ways – by these students and how more recent social media campaigns evoke this multigenerational history. Unpacking study participants’ self-understandings of Coke and their often ‘sub-conscious’ engagements with the SSB, this study explicates the underpinning ideological grounding and how this is sustained over time to become an hegemonic code that does not only confine participants’ engagements with SSBs to Coke but also confines their reception of, and engagements with, Coke’s media marketing messages/campaigns to those that resonate with the multigenerational history evoked by the SSB. It is within this contextual background that this study brings to the fore participants ‘cognitive dissonance’ and scepticism and often rank disbelief of the health risks posed by their high levels of Coke consumption. The study concludes that attempts to raise awareness about the dangers inherent in excessive consumption of SSBs in Africa need to be reviewed and rethought. There is a need for long-term, consistent and much more proactive health journalism, alongside public health campaigns in both official and indigenous languages, to dispel the powerful myths created by SSB marketing and explain how SSBs are implicated in the rise of diet-related NCDs in Nigeria and South Africa.
- Full Text:
- Authors: Akingbade, Olutobi Elijah
- Date: 2020
- Subjects: Carbonated beverages -- Health aspects -- South Africa , Carbonated beverages -- Marketing -- South Africa , Soft drinks -- Health aspects -- South Africa , Soft drinks -- Marketing -- South Africa , Carbonated beverages -- Health aspects -- Nigeria , Carbonated beverages -- Marketing -- Nigeria , Digital media -- Marketing -- Africa , Soft drinks -- Health aspects -- Nigeria , Soft drinks -- Marketing -- Nigeria , Digital media -- Marketing -- Nigeria , Obesity -- Africa , Nutritionally induced diseases -- Africa , Coca-Cola Company -- Marketing , Rhodes University -- Students -- Attitudes , University of Lagos -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/163125 , vital:41012
- Description: This study investigates and examines how Coca-Cola’s marketing communications, especially the newer forms of digital, social and mobile media marketing messages/campaigns, are received, understood and made sense of by two sets of purposefully selected young urban African students in Nigeria and South Africa. Embedded within a qualitative research design and underpinned by an interpretative phenomenological analysis (IPA) approach, this study was conducted against the backdrop of the recent surge in the consumption of Sugar Sweetened Beverages (SSBs) which has been directly implicated in the rise of obesity and a variety of non-communicable diseases (NCDs) in Africa. The thesis explores the role of multinational SSBs in this surge, as African countries have become key focus areas for multinational food and beverage companies seeking growth and profits, as home markets decline partly due to better health communications and, in some cases, the implementation of so-called ‘sugar taxes’ and the attendant negative publicity around these taxes. The focus on young Africans from Nigeria and South Africa was motivated by the similar rapid urbanisations in both countries, often accompanied by changes in diet and greater consumption of fast foods and SSBS, and by South Africa’s ranking as the country with the highest prevalence of overweight persons and obesity in Sub-Saharan Africa. Similar rises in national average weights are now also starting to be seen in Nigeria, as are surges of diet-related disease incidence and prevalence. The study is informed by Consumer Culture Theory (CCT) but also draws on other theories and some key concepts from marketing studies, health science and psychology. Methodologically, the study draws on in-person observations, focus group interviews and semi-structured individual in-depth interviews, to explore how Coca-Cola has created a deep and evocative historical ‘brandscape’ and how it has become a multicultural resource in both South Africa and Nigeria. Through an investigation into the lived experiences of study participants with regards to both their earliest and more recent engagements with Coca-Cola, as a brand and as a product, the study delineates the influence of older generations of Coke enthusiasts and consumers within participants’ households and newer spaces of interaction with Coke via interactive, highly personalised social media-centric campaigns. This study explores how the ubiquitous nature of Coca-Cola’s aesthetics and signage are engaged with – often in very ‘sub-conscious’ ways – by these students and how more recent social media campaigns evoke this multigenerational history. Unpacking study participants’ self-understandings of Coke and their often ‘sub-conscious’ engagements with the SSB, this study explicates the underpinning ideological grounding and how this is sustained over time to become an hegemonic code that does not only confine participants’ engagements with SSBs to Coke but also confines their reception of, and engagements with, Coke’s media marketing messages/campaigns to those that resonate with the multigenerational history evoked by the SSB. It is within this contextual background that this study brings to the fore participants ‘cognitive dissonance’ and scepticism and often rank disbelief of the health risks posed by their high levels of Coke consumption. The study concludes that attempts to raise awareness about the dangers inherent in excessive consumption of SSBs in Africa need to be reviewed and rethought. There is a need for long-term, consistent and much more proactive health journalism, alongside public health campaigns in both official and indigenous languages, to dispel the powerful myths created by SSB marketing and explain how SSBs are implicated in the rise of diet-related NCDs in Nigeria and South Africa.
- Full Text:
The meaning of community: the viability of Public Sphere theory and Social Cohesion on social media groups: a reception study of the ‘Grahamstown’ Facebook Group
- Authors: Ferreira, Ettioné
- Date: 2019
- Subjects: Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/114870 , vital:34043 , Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Description: This study explores the meaning of community to Grahamstown’s online social media community, through a case study of the ‘Grahamstown’ Facebook group (GFG). The study explores the possibilities of social media as a public sphere and the way geographically-based social media sites might contribute to social cohesion in a community. The study explores what kinds of discussions take place on the GFG and why they are happening. It investigates whether these discussions can promote understanding and social solidarity, and whether useful deliberations are taking place, in some kind of approximation of a public sphere. Is this Group contributing to the wellbeing of the community, and how? Drawing on public sphere theory and various conceptions of the concept of social cohesion, the dissertation aims to find out how much of an impact the GFG has on Grahamstown/Makhanda inhabitants’ lives and sense of community. The study argues that with the advent of digital media, another ‘structural transformation’ in Habermasian terms, is underway, both empirically and theoretically. Through more than a dozen in-depth interviews combined with content analysis (via participant observation), the study finds that participation in and exposure to the GFG does lead, for many, to a sense of belonging and social cohesion as community members come together to act in relation to the state, local business and other institutions. The viability of ideas of highly localised (in time and space) ‘public sphericules’ as an alternative to broader more overarching concepts of a public sphere, is explored in this study. The study also suggests a typology of users, identifying the frequency, tone of voice and motives for participating on the GFG and attempts a periodisation of the GFG’s changing role in the community over the past decade.
- Full Text:
- Authors: Ferreira, Ettioné
- Date: 2019
- Subjects: Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/114870 , vital:34043 , Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Description: This study explores the meaning of community to Grahamstown’s online social media community, through a case study of the ‘Grahamstown’ Facebook group (GFG). The study explores the possibilities of social media as a public sphere and the way geographically-based social media sites might contribute to social cohesion in a community. The study explores what kinds of discussions take place on the GFG and why they are happening. It investigates whether these discussions can promote understanding and social solidarity, and whether useful deliberations are taking place, in some kind of approximation of a public sphere. Is this Group contributing to the wellbeing of the community, and how? Drawing on public sphere theory and various conceptions of the concept of social cohesion, the dissertation aims to find out how much of an impact the GFG has on Grahamstown/Makhanda inhabitants’ lives and sense of community. The study argues that with the advent of digital media, another ‘structural transformation’ in Habermasian terms, is underway, both empirically and theoretically. Through more than a dozen in-depth interviews combined with content analysis (via participant observation), the study finds that participation in and exposure to the GFG does lead, for many, to a sense of belonging and social cohesion as community members come together to act in relation to the state, local business and other institutions. The viability of ideas of highly localised (in time and space) ‘public sphericules’ as an alternative to broader more overarching concepts of a public sphere, is explored in this study. The study also suggests a typology of users, identifying the frequency, tone of voice and motives for participating on the GFG and attempts a periodisation of the GFG’s changing role in the community over the past decade.
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What meanings a selection of South African legal practitioners make of their role in the emerging digital media ecosystem
- Authors: Robertson, Heather Lillian
- Date: 2019
- Subjects: Public sphere -- South Africa , Lawyers -- South Africa , Citizen journalism -- South Africa , User-generated content -- South Africa , Social media -- Authorship , Digital media -- South Africa , Online journalism -- South Africa , Liminality , Journalism, Legal -- South Africa , Gatewatching , New media ecosystem
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/114854 , vital:34042
- Description: This dissertation explores what a sample of South African lawyers understand about the roles they play in digital public spaces, and whether they perceive their contributions as impacting on journalism in general and legal knowledge among the public more broadly. The communications revolution triggered by web 2.0 interactivity has created a new media ecosystem in which mainstream media journalists co-exist with a variety of non-journalist content producers - including professionals like lawyers, who contribute to media content. This study specifically explores current debates about how the media ecosystem is changing in the digital age, including journalistic practices and routines and the role of journalism within a democracy and daily life. Thomas Hanitzsch and Tim Vos’s recent taxonomy of journalistic functions and roles in society is adapted by combining the domains of politics and daily life, to better describe the roles of non-journalists like the eleven digitally active members of the South African legal community in this study. Using qualitative interviews and content analysis research methods, the study suggests lawyers’ practices and routines challenge current theorisation about the new media ecosystem and digital public sphere in particular ways, suggesting that the affective nature of social media interactions between the lawyers and members of the public is more usefully understood via drawing on Chantal Mouffe’s concept of agonistic public spaces and Axel Bruns and Tim Highfield’s theorisation of ‘public sphericules’ than Jurgen Habermas’s conceptualisation of a rational public sphere. The study found that all of the digitally active lawyers played one or more active roles in contributing news, opinion and debate about legal and social justice matters on different digital public spaces, even though most were reluctant to describe what they do as journalism. The study concludes that this select group of lawyers do complement and enhance the work of journalists covering the legal field in the new media ecosystem in South Africa. It suggests that much more can be done by both journalists and the legal community to deepen co-operation to further enhance public knowledge about the workings of the South African legal system, in relation to legal rights and the rule of law. This dissertation explores what a sample of South African lawyers understand about the roles they play in digital public spaces, and whether they perceive their contributions as impacting on journalism in general and legal knowledge among the public more broadly. The communications revolution triggered by web 2.0 interactivity has created a new media ecosystem in which mainstream media journalists co-exist with a variety of non-journalist content producers - including professionals like lawyers, who contribute to media content. This study specifically explores current debates about how the media ecosystem is changing in the digital age, including journalistic practices and routines and the role of journalism within a democracy and daily life. Thomas Hanitzsch and Tim Vos’s recent taxonomy of journalistic functions and roles in society is adapted by combining the domains of politics and daily life, to better describe the roles of non-journalists like the eleven digitally active members of the South African legal community in this study. Using qualitative interviews and content analysis research methods, the study suggests lawyers’ practices and routines challenge current theorisation about the new media ecosystem and digital public sphere in particular ways, suggesting that the affective nature of social media interactions between the lawyers and members of the public is more usefully understood via drawing on Chantal Mouffe’s concept of agonistic public spaces and Axel Bruns and Tim Highfield’s theorisation of ‘public sphericules’ than Jurgen Habermas’s conceptualisation of a rational public sphere. The study found that all of the digitally active lawyers played one or more active roles in contributing news, opinion and debate about legal and social justice matters on different digital public spaces, even though most were reluctant to describe what they do as journalism. The study concludes that this select group of lawyers do complement and enhance the work of journalists covering the legal field in the new media ecosystem in South Africa. It suggests that much more can be done by both journalists and the legal community to deepen co-operation to further enhance public knowledge about the workings of the South African legal system, in relation to legal rights and the rule of law.
- Full Text:
- Authors: Robertson, Heather Lillian
- Date: 2019
- Subjects: Public sphere -- South Africa , Lawyers -- South Africa , Citizen journalism -- South Africa , User-generated content -- South Africa , Social media -- Authorship , Digital media -- South Africa , Online journalism -- South Africa , Liminality , Journalism, Legal -- South Africa , Gatewatching , New media ecosystem
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/114854 , vital:34042
- Description: This dissertation explores what a sample of South African lawyers understand about the roles they play in digital public spaces, and whether they perceive their contributions as impacting on journalism in general and legal knowledge among the public more broadly. The communications revolution triggered by web 2.0 interactivity has created a new media ecosystem in which mainstream media journalists co-exist with a variety of non-journalist content producers - including professionals like lawyers, who contribute to media content. This study specifically explores current debates about how the media ecosystem is changing in the digital age, including journalistic practices and routines and the role of journalism within a democracy and daily life. Thomas Hanitzsch and Tim Vos’s recent taxonomy of journalistic functions and roles in society is adapted by combining the domains of politics and daily life, to better describe the roles of non-journalists like the eleven digitally active members of the South African legal community in this study. Using qualitative interviews and content analysis research methods, the study suggests lawyers’ practices and routines challenge current theorisation about the new media ecosystem and digital public sphere in particular ways, suggesting that the affective nature of social media interactions between the lawyers and members of the public is more usefully understood via drawing on Chantal Mouffe’s concept of agonistic public spaces and Axel Bruns and Tim Highfield’s theorisation of ‘public sphericules’ than Jurgen Habermas’s conceptualisation of a rational public sphere. The study found that all of the digitally active lawyers played one or more active roles in contributing news, opinion and debate about legal and social justice matters on different digital public spaces, even though most were reluctant to describe what they do as journalism. The study concludes that this select group of lawyers do complement and enhance the work of journalists covering the legal field in the new media ecosystem in South Africa. It suggests that much more can be done by both journalists and the legal community to deepen co-operation to further enhance public knowledge about the workings of the South African legal system, in relation to legal rights and the rule of law. This dissertation explores what a sample of South African lawyers understand about the roles they play in digital public spaces, and whether they perceive their contributions as impacting on journalism in general and legal knowledge among the public more broadly. The communications revolution triggered by web 2.0 interactivity has created a new media ecosystem in which mainstream media journalists co-exist with a variety of non-journalist content producers - including professionals like lawyers, who contribute to media content. This study specifically explores current debates about how the media ecosystem is changing in the digital age, including journalistic practices and routines and the role of journalism within a democracy and daily life. Thomas Hanitzsch and Tim Vos’s recent taxonomy of journalistic functions and roles in society is adapted by combining the domains of politics and daily life, to better describe the roles of non-journalists like the eleven digitally active members of the South African legal community in this study. Using qualitative interviews and content analysis research methods, the study suggests lawyers’ practices and routines challenge current theorisation about the new media ecosystem and digital public sphere in particular ways, suggesting that the affective nature of social media interactions between the lawyers and members of the public is more usefully understood via drawing on Chantal Mouffe’s concept of agonistic public spaces and Axel Bruns and Tim Highfield’s theorisation of ‘public sphericules’ than Jurgen Habermas’s conceptualisation of a rational public sphere. The study found that all of the digitally active lawyers played one or more active roles in contributing news, opinion and debate about legal and social justice matters on different digital public spaces, even though most were reluctant to describe what they do as journalism. The study concludes that this select group of lawyers do complement and enhance the work of journalists covering the legal field in the new media ecosystem in South Africa. It suggests that much more can be done by both journalists and the legal community to deepen co-operation to further enhance public knowledge about the workings of the South African legal system, in relation to legal rights and the rule of law.
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Zooming in: an ethnographic study of visual journalism for smartphones - journalistic roles and routines at South Africa’s largest graphics unit, Graphics24
- Authors: Gouws, Andries Jacobus
- Date: 2018
- Subjects: Journalism -- Technological innovations -- South Africa , Smartphones , Visual communication -- Digital techniques , News Web sites -- South Africa , Online journalism -- South Africa , Information visualization , Graphic arts , Graphics24 , Netwerk24
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63154 , vital:28368
- Description: This study examines the changing roles of graphics journalists in the digital era at Graphics24, the largest information graphics newsroom in South Africa, in the context of their work for Netwerk24, an online news site published in Afrikaans with a strong focus on mobile-first news. The study examines the discursive construction of these new journalistic roles in the digital era where even the core conceptualisation of what journalism is, is being re-examined. It considers external factors affecting the discourse of change, drawing on a hierarchy of influences analytical model, as well as norms specific to the creation of information graphics. Data for this study was gathered by using ethnographic immersion and semi-structured interviews. This study specifically looks at graphics journalists working in a mobile-first environment, and how the pressures of producing information graphics for consumption on smartphones affects their roles. Evidence of two widely differing discourses in the Graphics24 and Netwerk24 newsrooms was found. Visual journalists in this study have created a discourse around being distinct “service providers”, rather than mobile-first journalists, who do not see the need for full integration in the fast-paced mobile news environment of Netwerk24. Word-centric journalists have, by contrast, created a mobile-first discourse. They experience the separateness of the graphics team as a barrier that impedes the creation of good information graphics for mobile phone consumption. Although this is a very localised study in a very particular context, this study contributes to broader thinking in what is a very under-researched field: The changing roles of visual journalists in the digital era and the discursive construction of these roles. The study suggests that even in the digital era where the definition of newsrooms has become much more fluid and less fixed physically, ethnographic methods can still offer a meaningful way to explore journalistic roles.
- Full Text:
- Authors: Gouws, Andries Jacobus
- Date: 2018
- Subjects: Journalism -- Technological innovations -- South Africa , Smartphones , Visual communication -- Digital techniques , News Web sites -- South Africa , Online journalism -- South Africa , Information visualization , Graphic arts , Graphics24 , Netwerk24
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63154 , vital:28368
- Description: This study examines the changing roles of graphics journalists in the digital era at Graphics24, the largest information graphics newsroom in South Africa, in the context of their work for Netwerk24, an online news site published in Afrikaans with a strong focus on mobile-first news. The study examines the discursive construction of these new journalistic roles in the digital era where even the core conceptualisation of what journalism is, is being re-examined. It considers external factors affecting the discourse of change, drawing on a hierarchy of influences analytical model, as well as norms specific to the creation of information graphics. Data for this study was gathered by using ethnographic immersion and semi-structured interviews. This study specifically looks at graphics journalists working in a mobile-first environment, and how the pressures of producing information graphics for consumption on smartphones affects their roles. Evidence of two widely differing discourses in the Graphics24 and Netwerk24 newsrooms was found. Visual journalists in this study have created a discourse around being distinct “service providers”, rather than mobile-first journalists, who do not see the need for full integration in the fast-paced mobile news environment of Netwerk24. Word-centric journalists have, by contrast, created a mobile-first discourse. They experience the separateness of the graphics team as a barrier that impedes the creation of good information graphics for mobile phone consumption. Although this is a very localised study in a very particular context, this study contributes to broader thinking in what is a very under-researched field: The changing roles of visual journalists in the digital era and the discursive construction of these roles. The study suggests that even in the digital era where the definition of newsrooms has become much more fluid and less fixed physically, ethnographic methods can still offer a meaningful way to explore journalistic roles.
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“Don’t forget to be awesome”: the role of social learning as a component of belonging in virtual communities: a case study of the Youtube fan community “Nerdfighteria”
- Authors: Steenkamp, Elri Colleen
- Date: 2018
- Subjects: Nerdfighteria (Online) , Social learning , Online social networks , Belonging (Social psychology) , Communities of practice , YouTube (Firm)
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63753 , vital:28484
- Description: The growth of the Internet has allowed fans who consume various media products, to interact and convene with other who share similar interests in online fan communities. Historically the study of fans has focused on pleasure and enjoyment as the main motivating factors why individual fans join, stay and participate in fan communities. This study, however, suggests that learning as a component of belonging has been underestimated within contemporary fan studies. Close examination of the literature of fan studies and the social practices of online fan communities reveal that these spaces may serve as fertile spaces for learning and the sharing of knowledge. Daily learning occurs within multiple spheres, including personal interests, peer culture, and academic content; all elements which can be found within fan communities. This study used the social learning theory “communities of practice” (CoP) model developed by Wenger (1998) to understand of this element of learning and knowledge sharing that seems to take places within fan communities. This study explores learning as a component of belonging to online fan communities by using the fan community of the YouTube personalities Vlogbrothers, which has named itself Nerdfighteria, as a case study. Through a qualitative research approach, which includes participation observation methods and qualitative interviews, this thesis has analysed the fan community Nerdfighteria, and used two Nerdfighter fan Facebook groups, the global NERDFIGHTEIRIA and local Nerdfighters South Africa, as case studies to evaluate whether the elements of learning taking place within these spaces serves as a motivating factor for belonging and participation. The results of this research support the idea that learning plays a role within the fan community Nerdfighteria and thus that it functions as a CoP. Fans within the global NERDFIGHTERIA Facebook group use this fan space to discuss and debate content related to their media of choice; thereby learning and acquiring knowledge as a CoP. The Nerdfighters South Africa Facebook group, despite the learning potential, fails to function as a CoP because it is no longer functionally allows for shared learning. Online fan communities, this research found, have the potential to serve as functioning communities of practice (CoP) only if they embody the characteristics and practicalities consistent with a learning space. Overall these fan groups may be categorised as communities of interests but sub-sections within these communities fit the criteria of a community of practice due to the kind of learning that is taking place. This research supports an alternative, yet promising, approach to the study of fan online communities which prioritises learning.
- Full Text:
- Authors: Steenkamp, Elri Colleen
- Date: 2018
- Subjects: Nerdfighteria (Online) , Social learning , Online social networks , Belonging (Social psychology) , Communities of practice , YouTube (Firm)
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63753 , vital:28484
- Description: The growth of the Internet has allowed fans who consume various media products, to interact and convene with other who share similar interests in online fan communities. Historically the study of fans has focused on pleasure and enjoyment as the main motivating factors why individual fans join, stay and participate in fan communities. This study, however, suggests that learning as a component of belonging has been underestimated within contemporary fan studies. Close examination of the literature of fan studies and the social practices of online fan communities reveal that these spaces may serve as fertile spaces for learning and the sharing of knowledge. Daily learning occurs within multiple spheres, including personal interests, peer culture, and academic content; all elements which can be found within fan communities. This study used the social learning theory “communities of practice” (CoP) model developed by Wenger (1998) to understand of this element of learning and knowledge sharing that seems to take places within fan communities. This study explores learning as a component of belonging to online fan communities by using the fan community of the YouTube personalities Vlogbrothers, which has named itself Nerdfighteria, as a case study. Through a qualitative research approach, which includes participation observation methods and qualitative interviews, this thesis has analysed the fan community Nerdfighteria, and used two Nerdfighter fan Facebook groups, the global NERDFIGHTEIRIA and local Nerdfighters South Africa, as case studies to evaluate whether the elements of learning taking place within these spaces serves as a motivating factor for belonging and participation. The results of this research support the idea that learning plays a role within the fan community Nerdfighteria and thus that it functions as a CoP. Fans within the global NERDFIGHTERIA Facebook group use this fan space to discuss and debate content related to their media of choice; thereby learning and acquiring knowledge as a CoP. The Nerdfighters South Africa Facebook group, despite the learning potential, fails to function as a CoP because it is no longer functionally allows for shared learning. Online fan communities, this research found, have the potential to serve as functioning communities of practice (CoP) only if they embody the characteristics and practicalities consistent with a learning space. Overall these fan groups may be categorised as communities of interests but sub-sections within these communities fit the criteria of a community of practice due to the kind of learning that is taking place. This research supports an alternative, yet promising, approach to the study of fan online communities which prioritises learning.
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‘Beyond Buhari, Jonathan’: an assessment of four Nigerian newspapers’ (The Guardian, Vanguard, Independent and Leadership) editorial coverage of the 2015 Nigerian general elections
- Authors: Eze, Ogemdi Uchenna
- Date: 2017
- Subjects: Elections -- Nigeria -- Press coverage , Mass media -- Political aspects -- Nigeria , Guardian (Lagos, Nigeria) , Vanguard (Lagos, Nigeria) , Independent (Lagos, Nigeria) , Leadership (Abuja, Nigeria)
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/7656 , vital:21282
- Description: The success of Nigeria’s 2015 general elections was unexpected, given the tense political and security climate in which the polls were conducted. It is against this backdrop that this study explores the contribution of four newspapers (The Guardian, Vanguard, Independent and Leadership) and, in particular, their editorials, to the relatively peaceful and mostly credible 2015 general elections in Nigeria. This qualitative study, located with an interpretivist tradition, draws on both in-depth individual interviews with editorial writers, and thematic content analysis of selected editorials to explore three themes: - violence-free polls, rational voting and credible electoral process. These newspaper editorials made moral and ethical appeals urging “supra-national” and patriotic attitudes as well as more detailed process interventions. Drawing from the theories of argumentation, the research suggests that three kinds (forensic, epideictic and deliberative) of arguments were made and three modes of argumentation (logos, pathos and ethos) were used by editorial writers to advance their arguments. This study examines what the editorial writers hoped to achieve and the normative ideals they drew on in the discharge of what they saw as their editorial duties. Drawing on theoretical insights from normative theories of journalism, and particularly social responsibility theory, this research posits that editorial writers hoped to arrest the spate of violence in the Nigerian polity, raise the level of discussion and redirect the attention of politicians in particular to core issues confronting ordinary Nigerians. The study finds a correlation between the editorials written and the normative ideals embodied in the social responsibility theory, which, the study finds, is the most influential normative ideal in the ‘mainstream’ Nigerian news media, at least in print. This study thus argues that in view of the range and frequency of focus on three core themes, and the persuasive power of writing, a case can be made for the editorials of these four major newspapers playing a constructive and positive role and making some contribution to the eventual peaceful and credible outcome of 2015 national elections in Nigeria.
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- Authors: Eze, Ogemdi Uchenna
- Date: 2017
- Subjects: Elections -- Nigeria -- Press coverage , Mass media -- Political aspects -- Nigeria , Guardian (Lagos, Nigeria) , Vanguard (Lagos, Nigeria) , Independent (Lagos, Nigeria) , Leadership (Abuja, Nigeria)
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/7656 , vital:21282
- Description: The success of Nigeria’s 2015 general elections was unexpected, given the tense political and security climate in which the polls were conducted. It is against this backdrop that this study explores the contribution of four newspapers (The Guardian, Vanguard, Independent and Leadership) and, in particular, their editorials, to the relatively peaceful and mostly credible 2015 general elections in Nigeria. This qualitative study, located with an interpretivist tradition, draws on both in-depth individual interviews with editorial writers, and thematic content analysis of selected editorials to explore three themes: - violence-free polls, rational voting and credible electoral process. These newspaper editorials made moral and ethical appeals urging “supra-national” and patriotic attitudes as well as more detailed process interventions. Drawing from the theories of argumentation, the research suggests that three kinds (forensic, epideictic and deliberative) of arguments were made and three modes of argumentation (logos, pathos and ethos) were used by editorial writers to advance their arguments. This study examines what the editorial writers hoped to achieve and the normative ideals they drew on in the discharge of what they saw as their editorial duties. Drawing on theoretical insights from normative theories of journalism, and particularly social responsibility theory, this research posits that editorial writers hoped to arrest the spate of violence in the Nigerian polity, raise the level of discussion and redirect the attention of politicians in particular to core issues confronting ordinary Nigerians. The study finds a correlation between the editorials written and the normative ideals embodied in the social responsibility theory, which, the study finds, is the most influential normative ideal in the ‘mainstream’ Nigerian news media, at least in print. This study thus argues that in view of the range and frequency of focus on three core themes, and the persuasive power of writing, a case can be made for the editorials of these four major newspapers playing a constructive and positive role and making some contribution to the eventual peaceful and credible outcome of 2015 national elections in Nigeria.
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Creating evidence-based guidelines for healthy eating educational campaigns aimed at low-income South Africans: a case study of Grahamstown
- Authors: Booth, Christopher
- Date: 2016
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/3336 , vital:20485
- Description: Through a literature review and qualitative research, this study explores what a media-centric nutritional intervention needs to include in order to be effective amongst those whose health is most impacted by poor nutrition – poorer and mostly black South Africans. The study sketches the current nutritional landscape of South Africa, and draws on both Behaviour Change Communication and Media Effect theories to hypothesise how a campaign might be devised to change popular understandings of the relationship between health and nutrition, and inspire some change in food consumption behaviours and choices. The study explores the key factors that drive nutritional behaviours (including the environmental constraint of cost, the peer pressure and socialisation of food, and the desire for knowledge and change) and explores how media-based interventions could be more effective. To do this, this study creates three layers of an idealised and hypothetical “Super 7” fruit and vegetable consumption promotion campaign. From this data, and the insights developed, new guidelines for possible future nutritional education campaigns are suggested and developed.
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- Authors: Booth, Christopher
- Date: 2016
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/3336 , vital:20485
- Description: Through a literature review and qualitative research, this study explores what a media-centric nutritional intervention needs to include in order to be effective amongst those whose health is most impacted by poor nutrition – poorer and mostly black South Africans. The study sketches the current nutritional landscape of South Africa, and draws on both Behaviour Change Communication and Media Effect theories to hypothesise how a campaign might be devised to change popular understandings of the relationship between health and nutrition, and inspire some change in food consumption behaviours and choices. The study explores the key factors that drive nutritional behaviours (including the environmental constraint of cost, the peer pressure and socialisation of food, and the desire for knowledge and change) and explores how media-based interventions could be more effective. To do this, this study creates three layers of an idealised and hypothetical “Super 7” fruit and vegetable consumption promotion campaign. From this data, and the insights developed, new guidelines for possible future nutritional education campaigns are suggested and developed.
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"Soap operas as a platform for disseminating health information regarding ART and the use of 'reel' versus 'real' role models"
- Authors: Deiner, Catherine Anne
- Date: 2015
- Subjects: Isidingo (Television program) , Television soap operas -- South Africa , Health in mass media , Mass media in health education -- South Africa , Antiretroviral agents -- South Africa , Public health -- Moral and ethical aspects , HIV-positive women -- South Africa -- Grahamstown
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3542 , http://hdl.handle.net/10962/d1017783
- Description: The media, through development communication and edutainment, plays a critical role in the transformation of societies. In line with this, this thesis discusses the extent to which commercially driven prosocial soap operas can provide a platform for public health messaging, in the context of the HIV/AIDS epidemic in South Africa, for antiretroviral treatment (ART) and for encouraging ART adherence to foster national development. Furthermore, this thesis examined the potential of celebrities as HIV/AIDS ambassadors and the potential of both fictional characters and ‘real-life’ celebrities to disseminate these health messages. Although the HIV/AIDS epidemic in South Africa is stabilising, this is not the time to relax the communication around the disease, particularly regarding adherence to ARVs, considering that South Africa has the largest ARV rollout in the world. The qualitative methodological approach taken for this thesis is a three-step approach examining the intended message, the text and the appropriated message by viewers. Firstly, a thematic content analysis of an episode of Isidingo, that illustrated Nandipha as HIV-positive and the side-effects that came with her ART adherence, and the 3Talk interview with Lesego Motsepe, where she announced that she was weaning herself off ART, was done in order to understand the intended health messaging in the soap opera and the health message disseminated by an HIV-positive actress with regards to ART. Thereafter interview responses by the production team as well as by HIV-positive viewers, using ARVs, were thematised. In addition media texts which provided commentary on the use of a celebrity as a HIV-positive role model were examined. In doing this, this thesis has offered up the meanings of how HIV-positive women taking ARVs and living in Makana experience and understand the media, particularly health messaging relating to ARVs. The findings of this study suggest that commercial soap operas are the perfect platform to address HIV/AIDS and that prosocial health messaging regarding ARV adherence is still necessary in this country. Soap operas have the potential to have an educational angle. Although, HIV-positive individuals serve as better role models as they are authentic; given human nature, fictional characters, such as Nandipha Matabane in Isidingo, may be more sustainable role models as their message can be scientifically-based and well-researched. Realistic characters serve as role models whose behaviour is to be emulated. Soap operas appeal to a wide audience and so storylines can be tailor-made according to the times and the needs in terms of health issues and messaging. Thus, soap operas are not a single platform but rather one which can be exploited to maximum advantage for public health messaging.
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- Authors: Deiner, Catherine Anne
- Date: 2015
- Subjects: Isidingo (Television program) , Television soap operas -- South Africa , Health in mass media , Mass media in health education -- South Africa , Antiretroviral agents -- South Africa , Public health -- Moral and ethical aspects , HIV-positive women -- South Africa -- Grahamstown
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3542 , http://hdl.handle.net/10962/d1017783
- Description: The media, through development communication and edutainment, plays a critical role in the transformation of societies. In line with this, this thesis discusses the extent to which commercially driven prosocial soap operas can provide a platform for public health messaging, in the context of the HIV/AIDS epidemic in South Africa, for antiretroviral treatment (ART) and for encouraging ART adherence to foster national development. Furthermore, this thesis examined the potential of celebrities as HIV/AIDS ambassadors and the potential of both fictional characters and ‘real-life’ celebrities to disseminate these health messages. Although the HIV/AIDS epidemic in South Africa is stabilising, this is not the time to relax the communication around the disease, particularly regarding adherence to ARVs, considering that South Africa has the largest ARV rollout in the world. The qualitative methodological approach taken for this thesis is a three-step approach examining the intended message, the text and the appropriated message by viewers. Firstly, a thematic content analysis of an episode of Isidingo, that illustrated Nandipha as HIV-positive and the side-effects that came with her ART adherence, and the 3Talk interview with Lesego Motsepe, where she announced that she was weaning herself off ART, was done in order to understand the intended health messaging in the soap opera and the health message disseminated by an HIV-positive actress with regards to ART. Thereafter interview responses by the production team as well as by HIV-positive viewers, using ARVs, were thematised. In addition media texts which provided commentary on the use of a celebrity as a HIV-positive role model were examined. In doing this, this thesis has offered up the meanings of how HIV-positive women taking ARVs and living in Makana experience and understand the media, particularly health messaging relating to ARVs. The findings of this study suggest that commercial soap operas are the perfect platform to address HIV/AIDS and that prosocial health messaging regarding ARV adherence is still necessary in this country. Soap operas have the potential to have an educational angle. Although, HIV-positive individuals serve as better role models as they are authentic; given human nature, fictional characters, such as Nandipha Matabane in Isidingo, may be more sustainable role models as their message can be scientifically-based and well-researched. Realistic characters serve as role models whose behaviour is to be emulated. Soap operas appeal to a wide audience and so storylines can be tailor-made according to the times and the needs in terms of health issues and messaging. Thus, soap operas are not a single platform but rather one which can be exploited to maximum advantage for public health messaging.
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Public understanding of malaria in pregnancy : selected Dar es Salaam audiences' reception of the health education film Chumo
- Authors: Nkwera, Godfrey
- Date: 2015
- Subjects: Chumo (Television program) , Malaria in pregnancy -- Tanzania -- Dar es Salaam , Health education -- Tanzania -- Dar es Salaam , Communication in medicine -- Tanzania -- Dar es Salaam , Sex role -- Tanzania -- Dar es Salaam , Health behavior -- Tanzania -- Dar es Salaam , Health behavior -- Sex differences -- Tanzania -- Dar es Salaam
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3544 , http://hdl.handle.net/10962/d1017785
- Description: This study examines the impact of a health education film, Chumo, in Dar es Salaam on knowledge about malaria in pregnancy. Specifically, the study examines the meanings that the selected audiences make after watching the film. Drawing on the tradition of ‘reception studies’, the data for this study was generated through focus group discussions. These discussions were preceded by thematic analysis of the film and its script. An analysis of the audiences’ responses reveals that Chumo, mostly, successfully conveyed new knowledge about malaria in pregnancy, and reinforced existing knowledge bases about the disease. The audiences were able to ‘decipher’ most of the preferred meanings (of the producers) with regard to the disease, particularly in relation to the transmission of the disease and its prevention in pregnant woman. For example, the analysis indicates that both women and men become more aware of the importance of attending antenatal care sessions at local clinics (hereafter ANC). An interesting finding is that men, mostly, expressed a reluctance to attend ANC with their wives because they fear having to undergo HIV/AIDS testing. Men also expressed the sentiment that attending ANC is a women’s responsibility. The discussion groups also raised issues about the use of insecticide-treated nets - some people believe that using them will affect their health because of the chemicals used to treat the nets. From the reception analysis, various other meanings and themes, relating to the choice of storylines and gender stereotypes used in the story, were raised in discussion. The study attempted to assess whether the storyline was advantageous in conveying the core educational messages, or if some elements of the storyline either ‘got in the way’ or reinforced gender roles in ways that may or may not be helpful in terms of combatting malaria in pregnancy. The study also found that Chumo stimulated interpersonal communication, which may trigger behaviour change. It can be demonstrated, at least for the participants in these focus groups, that the film motivated positive attitudes towards behaviour change, i.e. created at least some intention to change. However, interpersonal communication and attitude to change are not, of course, actual change of behaviour: these elements only indicate the possibility of behaviour change in the future. Further study needs to be undertaken to explore whether the actual change took place and whether the change is a result of the exposure to Chumo.
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- Authors: Nkwera, Godfrey
- Date: 2015
- Subjects: Chumo (Television program) , Malaria in pregnancy -- Tanzania -- Dar es Salaam , Health education -- Tanzania -- Dar es Salaam , Communication in medicine -- Tanzania -- Dar es Salaam , Sex role -- Tanzania -- Dar es Salaam , Health behavior -- Tanzania -- Dar es Salaam , Health behavior -- Sex differences -- Tanzania -- Dar es Salaam
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3544 , http://hdl.handle.net/10962/d1017785
- Description: This study examines the impact of a health education film, Chumo, in Dar es Salaam on knowledge about malaria in pregnancy. Specifically, the study examines the meanings that the selected audiences make after watching the film. Drawing on the tradition of ‘reception studies’, the data for this study was generated through focus group discussions. These discussions were preceded by thematic analysis of the film and its script. An analysis of the audiences’ responses reveals that Chumo, mostly, successfully conveyed new knowledge about malaria in pregnancy, and reinforced existing knowledge bases about the disease. The audiences were able to ‘decipher’ most of the preferred meanings (of the producers) with regard to the disease, particularly in relation to the transmission of the disease and its prevention in pregnant woman. For example, the analysis indicates that both women and men become more aware of the importance of attending antenatal care sessions at local clinics (hereafter ANC). An interesting finding is that men, mostly, expressed a reluctance to attend ANC with their wives because they fear having to undergo HIV/AIDS testing. Men also expressed the sentiment that attending ANC is a women’s responsibility. The discussion groups also raised issues about the use of insecticide-treated nets - some people believe that using them will affect their health because of the chemicals used to treat the nets. From the reception analysis, various other meanings and themes, relating to the choice of storylines and gender stereotypes used in the story, were raised in discussion. The study attempted to assess whether the storyline was advantageous in conveying the core educational messages, or if some elements of the storyline either ‘got in the way’ or reinforced gender roles in ways that may or may not be helpful in terms of combatting malaria in pregnancy. The study also found that Chumo stimulated interpersonal communication, which may trigger behaviour change. It can be demonstrated, at least for the participants in these focus groups, that the film motivated positive attitudes towards behaviour change, i.e. created at least some intention to change. However, interpersonal communication and attitude to change are not, of course, actual change of behaviour: these elements only indicate the possibility of behaviour change in the future. Further study needs to be undertaken to explore whether the actual change took place and whether the change is a result of the exposure to Chumo.
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Voting and meaning in Hooggenoeg, Grahamstown : an audience's reception of Grocott's Mail's 2011 municipal election coverage
- Authors: Amzat, Ajibola Taofeek
- Date: 2014
- Subjects: Grocott's Mail (Grahamstown, South Africa) Local elections -- South Africa -- Grahamstown Elections -- South Africa Press and politics -- South Africa -- Grahamstown Journalism -- Objectivity -- South Africa -- Grahamstown Newspapers -- Objectivity Journalism -- Political aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:5970 , http://hdl.handle.net/10962/d1011729
- Description: This thesis examines the meanings that residents of the township of Hooggenoeg (in Grahamstown, in the Eastern Cape province of South Africa) made of the election coverage in the Grocott’s Mail newspaper during 2011 municipal elections in South Africa. In addition, this study also sought to understand the particular set of ‘normative roles’ played by the paper, both with reference to the well-established body of theory about the normative roles of journalism in a democracy, and in terms of the paper’s own conceptualisation of its role in the functioning of local democracy. Grocott’s Mail, the oldest independent newspaper in South Africa, provided extensive pre-election coverage, which included producing and distributing an unprecedented free edition of the paper. The paper also facilitated a town hall debate in order to encourage residents to vote, and empower them to make a more informed choice about their vote. Three qualitative research methods, namely qualitative content analysis, focus group interviews, and individual interviews were used to examine the relationship between the content provided by the paper and the audience’s process of ‘making sense’ and deriving meaning from the content provided. The study concludes that Grocott’s attempt to encourage democratic culture in Grahamstown, in keeping with the more ‘facilitative’ normative roles that the local media can play, was only partially successful. Much of the election reporting subordinated the voices of the ordinary people, and privileged reporting that focussed narrowly on the voting process, and which foregrounded the views of political parties. Overall this coverage largely failed to resonate with the Grocott’s readers who live in Hooggenoeg (a largely ‘coloured’ area of Grahamstown), whose key concerns in terms of their daily life – such as poverty, unemployment, crime, lack of services – seemed, to them, unaddressed by this election coverage and, consequently, was not as engaging or convincing as the publishers/editors had hoped it would be. It can be also argued that Grocott’s narrow conceptualisation of democracy as entailing only public participation in electoral processes failed to cater for how audiences can be made aware of how they can participate in governance beyond the election period.
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- Authors: Amzat, Ajibola Taofeek
- Date: 2014
- Subjects: Grocott's Mail (Grahamstown, South Africa) Local elections -- South Africa -- Grahamstown Elections -- South Africa Press and politics -- South Africa -- Grahamstown Journalism -- Objectivity -- South Africa -- Grahamstown Newspapers -- Objectivity Journalism -- Political aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:5970 , http://hdl.handle.net/10962/d1011729
- Description: This thesis examines the meanings that residents of the township of Hooggenoeg (in Grahamstown, in the Eastern Cape province of South Africa) made of the election coverage in the Grocott’s Mail newspaper during 2011 municipal elections in South Africa. In addition, this study also sought to understand the particular set of ‘normative roles’ played by the paper, both with reference to the well-established body of theory about the normative roles of journalism in a democracy, and in terms of the paper’s own conceptualisation of its role in the functioning of local democracy. Grocott’s Mail, the oldest independent newspaper in South Africa, provided extensive pre-election coverage, which included producing and distributing an unprecedented free edition of the paper. The paper also facilitated a town hall debate in order to encourage residents to vote, and empower them to make a more informed choice about their vote. Three qualitative research methods, namely qualitative content analysis, focus group interviews, and individual interviews were used to examine the relationship between the content provided by the paper and the audience’s process of ‘making sense’ and deriving meaning from the content provided. The study concludes that Grocott’s attempt to encourage democratic culture in Grahamstown, in keeping with the more ‘facilitative’ normative roles that the local media can play, was only partially successful. Much of the election reporting subordinated the voices of the ordinary people, and privileged reporting that focussed narrowly on the voting process, and which foregrounded the views of political parties. Overall this coverage largely failed to resonate with the Grocott’s readers who live in Hooggenoeg (a largely ‘coloured’ area of Grahamstown), whose key concerns in terms of their daily life – such as poverty, unemployment, crime, lack of services – seemed, to them, unaddressed by this election coverage and, consequently, was not as engaging or convincing as the publishers/editors had hoped it would be. It can be also argued that Grocott’s narrow conceptualisation of democracy as entailing only public participation in electoral processes failed to cater for how audiences can be made aware of how they can participate in governance beyond the election period.
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"Too tired to speak?": investigating the reception of Radio Grahamstown's Lunchtime Live show as a means of linking local communities to power
- Authors: Tsarwe, Stanley Zvinaiye
- Date: 2011
- Subjects: Community radio -- South Africa -- Grahamstown Radio broadcasting -- South Africa -- Grahamstown Radio journalism -- South Africa -- Grahamstown Mass media -- Political aspects -- South Africa -- Grahamstown Grahamstown (South Africa) -- Economic conditions -- 21st century Grahamstown (South Africa) -- Social conditions -- 21st century Civil society -- South Africa -- Grahamstown Political participation -- South Africa -- Grahamstown
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3488 , http://hdl.handle.net/10962/d1002943
- Description: This study sets out to investigate Lunchtime Live, a twice-weekly, one-hour long current affairs show broadcast on a small community radio station, Radio Grahamstown, to understand its role in the local public sphere, and its value in helping civil society’s understanding of and involvement in the power structures and political activities in Grahamstown. Lunchtime Live seeks to cultivate a collective identity and promote public participation in the public affairs of Grahamstown. As a key avenue of investigation, this study seeks to test theory against practice, by evaluating Lunchtime Live’s aspirations against the audiences’ perception of it. This investigation uses qualitative content analysis of selected episodes of recorded transcripts of the shows that aired between August 2010 and March 2011, together with the audiences’ verbalised experiences of this programme through focus group discussions. The study principally uses qualitative research informed by reception theory. The research reveals three key findings. First, that resonance rather than resistance is the more dominant ‘stance’ or ‘attitude’ towards the content of Lunchtime Live. Residents interviewed agreed that the programme is able to give a “realistic” representation of their worldview, and thus is able to articulate issues that affect their lives. Second, that whilst the programme is helping establish links between members of the civil society as well as between civil society and their political representatives, residents feel that local democracy is failing to bring qualitative improvements to their everyday lives and that more ‘participation’ is unlikely to change this. Most respondents blame this on a lack of political will, incompetence, corruption and populist rhetoric by politicians who fail to deliver on the mantra of ‘a better life for all’ in the socioeconomic sphere. The study finds a scepticism and even cynicism that participatory media seems to be able to do little to dilute. Thirdly, in spite of the largely positive view about Lunchtime Live’s capacity to be a platform for public engagement, its participatory potential is structurally constrained by the material privations of most of its listeners. Given that in order to participate in talk shows and discussions audience members have to phone in, economic deprivation often precludes this. It is clear from this research that despite shows such as Lunchtime Live that are exploring new techniques of popular involvement, the voice of the ordinary people still struggles to be heard.
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- Authors: Tsarwe, Stanley Zvinaiye
- Date: 2011
- Subjects: Community radio -- South Africa -- Grahamstown Radio broadcasting -- South Africa -- Grahamstown Radio journalism -- South Africa -- Grahamstown Mass media -- Political aspects -- South Africa -- Grahamstown Grahamstown (South Africa) -- Economic conditions -- 21st century Grahamstown (South Africa) -- Social conditions -- 21st century Civil society -- South Africa -- Grahamstown Political participation -- South Africa -- Grahamstown
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3488 , http://hdl.handle.net/10962/d1002943
- Description: This study sets out to investigate Lunchtime Live, a twice-weekly, one-hour long current affairs show broadcast on a small community radio station, Radio Grahamstown, to understand its role in the local public sphere, and its value in helping civil society’s understanding of and involvement in the power structures and political activities in Grahamstown. Lunchtime Live seeks to cultivate a collective identity and promote public participation in the public affairs of Grahamstown. As a key avenue of investigation, this study seeks to test theory against practice, by evaluating Lunchtime Live’s aspirations against the audiences’ perception of it. This investigation uses qualitative content analysis of selected episodes of recorded transcripts of the shows that aired between August 2010 and March 2011, together with the audiences’ verbalised experiences of this programme through focus group discussions. The study principally uses qualitative research informed by reception theory. The research reveals three key findings. First, that resonance rather than resistance is the more dominant ‘stance’ or ‘attitude’ towards the content of Lunchtime Live. Residents interviewed agreed that the programme is able to give a “realistic” representation of their worldview, and thus is able to articulate issues that affect their lives. Second, that whilst the programme is helping establish links between members of the civil society as well as between civil society and their political representatives, residents feel that local democracy is failing to bring qualitative improvements to their everyday lives and that more ‘participation’ is unlikely to change this. Most respondents blame this on a lack of political will, incompetence, corruption and populist rhetoric by politicians who fail to deliver on the mantra of ‘a better life for all’ in the socioeconomic sphere. The study finds a scepticism and even cynicism that participatory media seems to be able to do little to dilute. Thirdly, in spite of the largely positive view about Lunchtime Live’s capacity to be a platform for public engagement, its participatory potential is structurally constrained by the material privations of most of its listeners. Given that in order to participate in talk shows and discussions audience members have to phone in, economic deprivation often precludes this. It is clear from this research that despite shows such as Lunchtime Live that are exploring new techniques of popular involvement, the voice of the ordinary people still struggles to be heard.
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