Defended subjectivity in service-learning:a psychosocial analysis of students’ talk about service-learning in psychology
- Authors: Haselau, Tracey Laura
- Date: 2021
- Subjects: Service learning -- Case studies -- South Africa -- Makhanda , Rhodes University -- Students -- Attitudes , Psychology students -- Attitudes -- South Africa -- Makhanda
- Language: English
- Type: text , Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/170810 , vital:41962 , 10.21504/10962/170810
- Description: The purpose of this qualitative study was to analyse students’ talk about their service-learning experiences in psychology, in South Africa, from a psychosocial perspective. The research aims to identify dominant and subjugated discourses about service-learning in psychology, and to explore why students invest in particular discourses over others. Furthermore, the research aims to explore the intersubjective contexts that mediate students’ talk about their service-learning and their emotional investments in the discourses employed in their talk, drawing on the concept of mentalization. Eight psychology students were interviewed toward the end of their participation in a service-learning psychology honours course. Transcripts from the interviews as well as entries from students’ reflective journals were analysed using a psychosocial methodology. The key findings from this research point to the ways in which students oscillate between employing two competing sets of discourses about their service learning. At times, students drew on what I have referred to as a ‘discourse of rapture’, characterised by fascination with the ‘other’ and the maintenance of power imbalances. This discourse draws on a liberal traditional discourse of learning and a charity discourse of service-learning. In other parts of their talk, students draw on what I have called a ‘discourse of ruptura’, characterised by an inward curiosity about the outward fascination with the ‘other’. This discourse draws on constructivist accounts of service-learning. Findings suggest that students’ emotional investments in discourses of service-learning are mediated by defensive positions caused by the anxieties incurred in service-learning contexts. An important consideration to take forward from this research is the way in which anxieties in service-learning experiences may be contained (or not), and to be aware of the problematic outcomes that may arise from not containing anxieties, such as the perpetuation of prejudicial attitudes and othering. The intersectionality of ‘race’ and disability in the specific service-learning programme under investigation in this study is an important consideration in implementing careful supervision of programmes such as this one, so that students’ rapture with the ‘other’ is not compounded and reinforced by the service-learning experience.
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A sociological analysis of the involvement of men in campaigns against sexual violence towards women at Rhodes University: the aftermath of the #RUReference protest
- Authors: Roboji, Philasande Milisa
- Date: 2020
- Subjects: #RUReferenceList , Rhodes University -- Students -- Attitudes , Rape in universities and colleges -- South Africa , Social movements -- South Africa -- Makhanda , Women college students -- Violence against -- South Africa , Male college students -- South Africa -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MSocSci
- Identifier: http://hdl.handle.net/10962/148059 , vital:38706
- Description: Gender-based violence more especially sexual violence towards women is one of the biggest social issus affecting South Africa including higher institutions of learning, universities in this context. In recent years, we have seen students in universities protesting sexual violence demanding universities to improve their ways of dealing with this violence. The motivation behind this thesis is the notion that sexual violence is a women’s issue and how most men in our communities and universities do not involve themselves in campaigns that are designed to end sexual violence towards women. There is an assumption that women should be the ones fighting against sexual violence because it affects them when in fact sexual violence affects everyone and more importantly, is mostly perpetuated by men. Therefore, the main purpose of this thesis was to sociologically analyze the involvement of men in campaigns against sexual violence towards women and the aftermath of the #RUReferenceList protest that took place at Rhodes University in 2016. This protest started immediately after a list of students who were said to be alleged sexual perpetrators was published online. Attached to this primary objective, the sub-goals that informed the entire study were to investigate how the involvement of men in the #RUReferenceList protest has contributed to challenging rape culture at Rhodes University. Also, to investigate if there are any ongoing campaigns and/or projects that includes men and that are still addressing the issue of sexual violence towards women. There is however, a dearth of research on the involvement of men in campaigns against sexual violence in South Africa. Therefore, it was difficult finding existing literature that touches on the involvement of men in campaigns against sexual violence towards women particularly in the context of universities. This thesis was conducted within the premises of Rhodes University through a qualitative research approach in a form of in-depth interviews. Five participants were selected through purposive sampling which included the Chair of the Gender Action Forum, one former student representative council member, a sub-warden from a male residence and two students. The findings of this research are not the full representation of the entire university but opinions and perspective of the participants that were interviewed. Their opinions and perspectives have a potential of contributing to the factors and reasons as to why majority of men have not engaged themselves in issues of gender-based violence or involved themselves in campaigns against sexual violence towards women.
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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.
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Walking at the intersection of Seamon’s place ballet and Relph’s insideness: understanding how students experience the university as a place through their everyday habitual walking
- Authors: Mtolo, Siyathokoza Monwabisi
- Date: 2020
- Subjects: Seamon, David , Relph, EC , College students -- South Africa -- Makhanda -- Attitudes , Walking -- Sociological aspects , College students -- South Africa -- Makhanda -- Political activity , Rhodes University -- Students -- Attitudes , Student movements -- South Africa -- Makhanda
- Language: English
- Type: text , Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/162901 , vital:40995
- Description: Walking as a way to experience a place is a relatively understudied area of phenomenological study. Furthermore, globally (the world) and locally (South Africa) the study of the experience of tertiary education institutions as walked environments is minimal (see Puig-Ribera et al., 2008; Speck et al., 2010; Mtolo, 2017). However, the events of the South African #MustFall moment – especially the #RhodesMustFall part of the moment and how it began with the desecration of a statue that was walked past and found to be a misplaced artefact in a society that is in postcolonial/post-Apartheid times and space – highlighted the pressing need to study the experience of the university as a place through which habitual walking takes the student through moments of movement, rest, and encounter that are a highly consequential way in which placeness is experienced. This study is a way to document how students at Rhodes University experience the university’s placeness quality, through habitual walking, in an example of the way in which a place is experienced through moments of movement, rest, and encounter. For this study in-depth mobile interviews were conducted with 12 student participants from Rhodes University. The interviews were video-recorded as the participants talked while traversing through habitually walked areas of the campus that are the meaning-infused spaces which make up the Rhodes University that they traverse through on a daily basis. The dissertation found that in the experience of Rhodes University, through habitually walking its placeness, people experience moments of movement, rest, and encounter that are highly targeted and personalised. The experience of the Rhodes University campus is an experience of people and the built-up and decorated environment along similar lines. People bring to the experience of their walked space past experiences which inform consequentially how any space that is walked is experienced. People further employ strategies to ensure that the experience of walking a space is more to their desired quality as an experience, which ends up being meaningful and most likely to affect future instances of walking through meaning-infusing and meaning-infused space. Ultimately, the habitual walking of Rhodes University consequentially informs the relationship between students and Rhodes University’s placeness, as the walking is a way of learning how to be within a placeness that is engaged through alternating moments of movement, rest, and encounter that incrementally ‘open’ for experience Rhodes University in such a targeted manner that every student eventually has their personal and customised Rhodes University by virtue of it being just those sites and situations which have been engaged through habitual walking.
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A correlational analysis investigating relationships between gender role ideology and attitudes towards gender-based violence
- Authors: Krutani, Siposetu
- Date: 2019
- Subjects: Women -- Violence against -- South Africa , Sex role -- Psychological aspects -- South Africa , Male domination (Social structure) -- South Africa , Rhodes University -- Students -- Attitudes , Rape in universities and colleges -- South Africa , Social movements -- South Africa -- Makhanda , Women college students -- Violence against -- South Africa , Male college students -- South Africa -- Attitudes , Women college students -- Psychology -- South Africa , Male college students -- Psychology -- South Africa
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/96658 , vital:31305
- Description: This study forms part of a larger project investigating attitudes towards intimate partner violence, dating violence and other forms of gender-based violence with the Rhodes University context. The primary purpose was to establish a baseline descriptive understanding of participants‟ attitudes towards and perceptions of gender-based violence. With the aim to generate results that would somehow inform the larger project, the current study sought to investigate whether a relationship exists between gender-role ideology and attitudes towards gender-based violence amongst a university population which was inclusive of registered students and employees of the university (n = 308). Four samples were categorised: student sample, academic staff sample, administrative support staff sample and operational support staff sample. A once-off, cross sectional survey design was used to obtain the data. The results of the study revealed that the participants in the study uphold largely non-traditional gender-role ideologies, are generally intolerant of dating violence and are rejecting of rape myths. As predicted in the literature, the study revealed that demographics such as gender, religion, age, level of education, number of years spent in the institution, race, and student accommodation have an impact on the relationship between adherence to traditional gender-role ideology and tolerance towards dating violence, as well as on the relationship between adherence to traditional gender-role ideology and rape myth acceptance and the relationship between rape myth acceptance and tolerance towards dating violence. The study contributes to the growing body of knowledge on gender-based violence in institutions of higher learning and could help improve sexual violence prevention programmes in such contexts.
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A sociological analysis of Rhodes University students’ understanding of depression
- Authors: Kadula, Tadala
- Date: 2019
- Subjects: College students -- South Africa -- Mental health , College students -- South Africa -- Mental health -- Case studies , Depression, Mental , Rhodes University -- Students -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MSocSc
- Identifier: http://hdl.handle.net/10962/96258 , vital:31255
- Description: Using the theoretical framework of symbolic interactionism, this research sought to analyse and explore how Rhodes University students, both depressed and not depressed, understand depression, and how their understanding influences their interaction with people who do suffer from depression. For the purposes of this paper, eight participants were involved in an in-depth interview process. Out of the eight participants, six of them suffered from depression while the other remaining two participants had never suffered from depression, but they were close to someone who had depression. The findings of this research varied, some understood depression as a mental disturbance, others understood it as a condition that affects your emotions, and others understood it as a multifaceted condition that is highly subjective and cannot be understood using standardized measures. The participants’ personal experience and introduction into a new environment, in this context, university, changed their understanding of depression. The change in how they understood depression correlated with the change in how they interacted with depressed people.
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A sociological analysis of the Rhodes University Students and staff members’ perceptions on the use of traditional medicine and biomedicine
- Authors: Mankantshu, Buncwanekazi
- Date: 2019
- Subjects: Traditional medicine -- South Africa -- Eastern Cape , Ethnopharmacology -- South Africa -- Eastern Cape , College students -- Attitudes -- South Africa -- Eastern Cape , College students -- Medical care -- South Africa -- Eastern Cape , Social medicine -- South Africa -- Eastern Cape , Rhodes University -- Students -- Attitudes , Rhodes University -- Employees -- Medical care , Rhodes University -- Employees -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MSocSc
- Identifier: http://hdl.handle.net/10962/96280 , vital:31257
- Description: The primary objective of this study was to understand to the role that discourse on traditional medicine plays in the choices that Rhodes University students and staff make regarding who they consult when they are sick. A secondary objective was to explore the participants’ views on the Department of Health’s draft policy on the institutionalisation of African traditional medicine and potential collaboration with the biomedical health care system. This was a qualitative study that used in-depth interviews and questionnaires to collect data, which was interpreted using thematic data analysis. A key finding was that participants were mostly influenced by their families with regard to the health care choices – either biomedical or traditional medicine. And that affordability, accessibility and availability are not important factors in health care choices as suggested by literature. Participants also based their decisions on what they believed would help them, either biomedicine or traditional medicine.
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An analysis of understandings of and attitudes towards transgender people on a South African university campus
- Authors: Mantungo, Xolelwa Thandokazi
- Date: 2019
- Subjects: Transgender people -- South Africa -- Public opinion , Gender identity -- South Africa -- Public opinion , Transgender college students -- South Africa , Rhodes University -- Students -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MSocSc
- Identifier: http://hdl.handle.net/10962/76309 , vital:30546
- Description: There are issues that always arise when it comes to gender identities and gender expressions. These issues are a result of the gender binary that corners people into being either feminine or masculine. Our societies are shaped in ways that supports this gender binary. If you are born a female, you are expected to be feminine and if you are born a male you are expected to act in a masculine way. When a person whose gender identity does not correspond with his or her assigned sex at birth, their behaviour is problematized and sometimes even criminalized and they are considered as deviant individuals by many societies. Consequently, most people who do not conform to gender societal norms are more exposed to violence, stigmatization, discrimination, marginalization, and victimization. People have difficulty understanding that there is ‘gender variance’, in other words, that there are more than just two genders. It is apparent that, even though societies enforce the gender binary, there are individuals who wish to express their genders in different ways, thus there are people who identify as transgender. The main focus of this dissertation is on the gender identities of transgendered people. Transgender people are people whose gender identity and or gender expression is distinct from the sex to which they were assigned at birth. The transgender group is a minority group (including in African countries) and one can argue that it is either misrepresented, misunderstood, hardly visible and ignored. This is evident when one looks at the lack of research on transgender populations in Africa. The main purpose of this research is to investigate the understandings that people have about transgender people on a South African university campus. In this dissertation the intent is to explore what it means to be transgender, the Rhodes University students’ understandings of transgendered people, the issues of gender identities and gender expressions and the challenges that transgender people face. The research question that this dissertation seeks to find an answer to is “Do Rhodes University students understand the notion of transgender and how do they react towards transgendered people on campus?”
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Negotiating spaces, constructing identities and consuming symbolic resources: examining the complex interplay between identity formation, context and media consumption amongst black South African students at Rhodes University
- Authors: Willetts, Luke
- Date: 2019
- Subjects: Mass media -- Psychological aspects -- South Africa -- Makhanda , Mass media -- Social aspects -- South Africa -- Makhanda , Mass media -- Sociological aspects -- South Africa -- Makhanda , Mass media and culture -- South Africa , Mass media and race relations -- South Africa , Social movements -- South Africa -- Makhanda , Student movements -- South Africa -- Makhanda , Male college students -- South Africa -- Makhanda , Rhodes University -- Students -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/95207 , vital:31127
- Description: This thesis has looked at the complex interplay between media consumption and identity formation amongst a group of black South African male students within the context of a racially homogenous communal viewing area located on the Rhodes University campus during the #FMF protests in 2016. Using qualitative research methods the study concluded that the group context of communal viewing helped the students structure and make sense of their daily lives. They actively divorced themselves from the main student populace in an attempt to escape lived experiences of a repressive institutional culture expressed through the university’s monolingual language policies, aesthetics and course material. These students embodied the characteristics of a diasporic community characterised by displacement, dispersal and the continuous re-articulation of differences across contradictory social, cultural and economic contexts. They grappled with an alienating environment by creating a safe space for cultural reproduction aided by the communal consumption of local television programmes. Preferences for local content broadcast in African languages were shaped by a linguistic marginalisation experienced on the Rhodes campus. The politicisation of the context through #FMF in turn politicised the students’ subjectivities leading to a need to be informed of the movement’s progression through evening news broadcasts. Discussions around campus life were dominated by #FMF and the collective experiences of marginalisation in and from the university space. Communal viewing of local television shows allowed this group of students to transcend decades of essentialised African ethnic divisions bringing forward a group identity premised on a lived hegemony signified by blackness.
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Understanding the experiences of Zimbabwean students as foreign students at South African universities: the case of Rhodes University
- Authors: Daki, Andile Lebohang
- Date: 2019
- Subjects: Rhodes University -- Students -- Attitudes , Zimbabwean college students -- South Africa , Zimbabwean college students -- South Africa -- Conduct of life , Zimbabwean college students -- South Africa -- Psychology
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/96225 , vital:31252
- Description: This thesis seeks to understand the cultural and social experiences of black Zimbabwean students, as foreign students, at Rhodes University in Grahamstown, South Africa. It examines the ways in which black Zimbabwean students negotiate the cultural, social and institutional milieu of Rhodes University, which is a former white English-medium university. In doing so, the thesis draws upon Interface theory because, once entering the university space, these students interpret the space and simultaneously negotiate their way in and through this space along cultural and social interfaces. The fieldwork for the thesis involved in-depth interviews with eighteen black Zimbabwean students at the university, stratified in terms of both gender and year of study. A focus on gender facilitated an understanding of possible differences between male and female Zimbabwean students in terms of social and cultural experiences; while a consideration of year of study allowed for an examination of possible shifts in negotiation over time, from first year to Master’s level. The findings demonstrate a range of challenges faced by black Zimbabwean students while at Rhodes University, some of which arise from differences between Zimbabwean and South African society. At the same time, there are considerable differences amongst black Zimbabwean students in relation to the manner in which negotiation took place. While some students negotiate the space through active socialising and assimilating into the local world and lives of South African students as well as the university’s institutional culture, other students negotiate the space through isolation and alienation. Overall, with regard to adjusting to the world of Rhodes and South Africa, students pursued different routes which, in the end, made sense to them.
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Youth responses to political party messages on Social Media: a case study of Rhodes University students during the 3 August 2016 local government elections
- Authors: Pela, Noko Tshegofatso
- Date: 2019
- Subjects: Rhodes University -- Students -- Attitudes , Local elections -- South Africa -- Makhanda , Mass media and young adults -- South Africa -- Makhanda , Social media -- Political aspects -- South Africa -- Makhanda
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/68308 , vital:29237
- Description: Rhodes University was awash with political tension and activity in the 2015 and 2016 academic years. The University had been the scene of radical protests and demands for change by students. The #RhodesMustFall, #FeesMustFall and the #RUReferenceList protests at Rhodes University started debates, conversations and public lectures amongst students and staff on and off social media on aspects of decoloniality, transformation, free education, issues of safety on campus and gender-based violence (Grocott’s Mail, 2015b). However, very little of this was reflected in the election campaigns of political parties and seemingly, in student engagement with political processes, at least as reflected in this election. The three biggest political parties in South Africa, and the only ones that contested Ward 12 (Rhodes) ANC, EFF, and the DA, were active on social media aiming to directly engage with constituents and draw citizens to the polls. All the parties had former and current Rhodes University students as candidates for councillor. There was a substantial engagement by students on social media, on the Rhodes SRC Facebook page, and on Twitter. However, only 39% of registered students, turned out to cast their vote on election day (IEC, 2016b). This study examines the interpretations and meaning-making amongst young people at Rhodes University, of the political party messages during the 3 August 2016 local government elections on social media. In addition, the study sought to understand whether youth at Rhodes (Rhodes University) actively sought out political party messages on social media (by following the ANC, DA, EFF Facebook and Twitter accounts), or were the messages incidental on their timelines (for example, following news organisations). Finally, the study sought to understand whether the media messages resonated with them and spoke to the issues faced by young people on the campus. The research used qualitative thematic content analysis and focus group discussions to examine the relationship between the content provided by the political party messages and the audience’s process of making sense and derived meaning from the content. Six focus group discussions were convened. This study found that young people are social media enthusiasts, they actively sought election related content on social media by following the Twitter and Facebook accounts of the parties, and from news organisations. Furthermore, the study discovered that, although, young people engaged with the political party messages on social media, they did not feel like the messages were targeted at them, and as such they felt the messages did not speak to them and the issues they face.
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The symbolic consumption and identity construction through luxury branded clothing among Rhodes University students
- Authors: Chinomona, Perpetua
- Date: 2017
- Subjects: Group identity , Peer pressure , Brand choice -- South Africa -- Makhanda , Consumer behavior -- South Africa -- Makhanda , Consumer behavior -- Psychological aspects -- South Africa -- Makhanda , Luxuries -- Psychological aspects -- South Africa -- Makhanda , Rhodes University -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MSocSc
- Identifier: http://hdl.handle.net/10962/6853 , vital:21193
- Description: The purpose of this study is to explore how Rhodes University (RU) students construct identity through the symbolic consumption of luxury branded clothing and the role played by reference groups in the consumption behaviour. The study employed the Social Identity Theory (SIT) as a theoretical framework which explains the underpinnings of the cognitions and behaviour with the use of group processes (Trepte, 2006). The central principle of SIT lies in individuals classifying themselves and others into in-group (reference groups) and out-group social categories respectively. There has been a gap in the literature pertaining to a full understanding of the identity construction process through symbolic consumption of luxury brands in South Africa (Reed, 2002). The significance of the study is to provide a foundation for an enhanced theory of consumer behaviour in this context. This study employed a qualitative research approach. A non-probability convenience sampling technique was used, and a total of 12 undergraduate and postgraduate students were interviewed. The chosen data collection method was semi-structured in-depth interviews and data were analysed using thematic analysis. The findings of the study revealed that participants consume luxury branded clothing for both functional and symbolic purposes. Various factors emerged that influence the choice of the symbolic consumption behaviour such as income, buying frequency, spending patterns, perceptions and habits around retail shopping and the shopping experience. In addition, results indicated that reference groups (celebrities, family and peers) play a significant role in the symbolic consumption and construction of identity among the participants. In addition, the results also indicated that the RU participants engaged in a ‘save to spend’ technique whereby they save their pocket money so that they spend it on their favourite luxury branded clothing when they leave for the holidays. There was a common reference group that emerged from the study, namely the peer in-group. The influence of reference groups on youth consumers in South Africa may assist with marketing strategies that can be employed when targeting the Generation Y. Additionally, results indicate that luxury branded clothing have an impact on identity construction within the South African context. The respondents tie their identity to their luxury branded clothing as an indication of ‘who they are’ and as an extension of the ‘self’.
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