- Title
- Convergence of old and new: a case study analysis of the development online by a South African radio station: Radiosondergrense/www.rsg.co.za
- Creator
- Vasques, Vanessa Claudia
- ThesisAdvisor
- Doherty, Christo
- Subject
- Radio stations -- South Africa
- Subject
- Radio stations -- South Africa -- Marketing
- Subject
- Radio stations -- Computer network resources
- Subject
- Radiosondergrense
- Date
- 2002
- Type
- Thesis
- Type
- Masters
- Type
- MA
- Identifier
- vital:3498
- Identifier
- http://hdl.handle.net/10962/d1003913
- Identifier
- Radio stations -- South Africa
- Identifier
- Radio stations -- South Africa -- Marketing
- Identifier
- Radio stations -- Computer network resources
- Identifier
- Radiosondergrense
- Description
- This thesis is a case study analysis of the dream one radio station had about creating something new and unique on the Internet. RadioSonderGrense (RSG), an Afrikaans South African radio station, saw opportunities for themselves as a radio station on the Internet and put enormous resources and man-power into their venture. Their vision of what the Internet could bring to their radio station, and what they could bring to a website set the ground for creative and innovative thought. This dissertation is an examination of whether the Internet lived up to the expectations RSG had for it, and whether they were able to use their resources (in terms of their audience, their advertisers and the uniqueness of radio) to create something new and never seen before. The foremost aim of this dissertation is to shed some light onto the up-to-now under researched area of why radio stations have begun to develop on the Internet. Through the analysis of RSG, their comes to this subject some new thoughts and ideas about the convergence of these two mediums. RSG, and radio in general, are examined historically, practically and in comparison to the Internet. This is done in order to fully grasp the project that RSG had set for themselves and to realize where they had come from and where they hoped to go. It is argued that although RSG had hoped for great things, their innovative thought was not enough to guarantee them their dreams. They were not able to fully utilize the resources available to them in combination with what the Internet could offer them to fulfill the expectations they had for themselves. The foremost conclusion is that although RSG were able to envisage what the Internet could add to the radio station, they fell short of giving their listeners, users and advertisers a tool which could make the RSG website truly unique. Their website gives the user some interesting and useful applications, but it does not make full use of what the Internet and radio together could create.
- Format
- 163 leaves, pdf
- Publisher
- Rhodes University, Faculty of Humanities, Journalism and Media Studies
- Language
- English
- Rights
- Vasques, Vanessa Claudia
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