Creating digital materials for Antimicrobial Resistance One Health awareness and behaviour change for Rhodes University peer educators
- Authors: Patnala, Shraddha
- Date: 2021-10-29
- Subjects: Anti-infective agents South Africa , Drug resistance , Antibiotics , Drug resistance in microorganisms , Health education South Africa , Health risk communication South Africa , Digital media South Africa , Peer counseling South Africa , One Health (Initiative) , Social Behaviour Change Communication (SBCC) , Rhodes University
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10962/191001 , vital:45048
- Description: Antimicrobial resistance (AMR) is an urgent, global health problem that stems from the inappropriate use of and poor adherence to antibiotics that treat diseases in human beings. It is further exacerbated by the proliferation of antibiotics into the food chain, particularly from the overuse and misuse of antibiotics in agricultural, meat, and dairy production. The recently developed World Health Organisation (WHO) One Health (OH) approach encompasses and acknowledges the various interconnected pathways that drive AMR between the human, animal, and environmental spheres. Until recently, AMR health challenges have been viewed primarily through a biomedical lens, but this study draws on the more holistic perspective that the One Health approach offers. AMR from food sources (AMR-OH) is an underrepresented topic of research. Creating digital health communication for low-literate end-users on this topic using the One Health approach is an emerging field of research. AMR-OH has not been extensively covered in health communication campaigns and requires developing context-specific digital educational materials, such as the ones this study presents. This study draws on Social Behaviour Change Communication (SBCC) theory elements to create a suggested approach to disseminate AMR-OH information. This intervention was aimed at low-health-literate end-users to accomplish two objectives. First, create awareness and improve knowledge about AMR-OH via a video. Second, offer feasible, easily implementable behaviour change actions in the form of an infographic comprising four food safety steps (Clean, Separate, Cook, and Chill). The study was conducted in three phases. First, recruit participants and conduct a literature review to identify the effective SBCC elements of health communication intervention design. Second, conduct a needs assessment to gauge the volunteering participants’ familiarity with digital media and their current health literacy on AMR-OH. Third, conceptualise and design the two AMR-OH digital educational materials (a video and accompanying infographic). The materials were first evaluated by the researcher using the Clear Communication Index (CCI) test, and then shared with the participants via WhatsApp to be evaluated by them, using two end-user tests: the Patient Education Material Assessment Tool (PEMAT) and the Suitability Assessment of Materials (SAM) test. These two tests assessed the materials’ readability, understandability, and actionability. A post-evaluation, semi-structured interview (SSI) was then conducted with the participants. Deductive thematic analysis was conducted on the SSI data and analysed using the five design benchmarks as themes: Ease of Use of Technology, Clarity of Content, Appropriate Format, Target Audience Resonance (Appropriate for target audience), and Clear calls to Action (Actionable). The rapid onset of COVID-19 restrictions forced the project to scale down and shift entirely online. The study could be conducted due to the active and enthusiastic virtual participation of two Rhodes University Peer Educators (PEs) whose contribution was vital to developing and evaluating the materials. The needs assessment showed that the PEs were comfortable using WhatsApp, had reliable internet connection when on campus, and used this social media platform for professional and personal communication. This assessment also showed that they had prior knowledge of AMR but only from the human health perspective. The video and infographic scored high on the Clear Communication Index, 93.3% and 94.4%, respectively. The PEs’ evaluation of the materials was also high on the PEMAT and SAM assessments: video narration (100%, 80% respectively), video (100%, 99% respectively), and infographic (86%, 90% respectively). This study produced an easy-to-use, accessible and appropriate online repository of AMR-OH information in a novel format with actionable steps. The post-evaluation SSI revealed that the materials and the channel of delivery were welcomed. The PEs expressed their confidence in receiving, using, and sharing this novel presentation of evidence and solutions-based information about AMR-OH. They further highlighted that this is the first time they have received and evaluated context-specific digital multimedia about AMR-OH and that this information equipped them to adopt the food safety behaviours – namely, the four food safety steps. This study demonstrates that the theory-informed creation of engaging digital media for AMR-OH is feasible and viable. Furthermore, it affirms that engaging digital media for AMR-OH can be created to enhance the knowledge of end-users about this health issue. The scaled-down approach created a blueprint to implement a more extensive intervention in the future, informed by this intervention’s methods and tools. Lastly, this blueprint for a particular conceptualisation of an AMR-OH digital media intervention provides effective and empowering tools with which the PEs can disseminate this information to the university's support staff. , Thesis (MA) -- Faculty of Humanities, School of Journalism and Media Studies, 2021
- Full Text:
- Date Issued: 2021-10-29
- Authors: Patnala, Shraddha
- Date: 2021-10-29
- Subjects: Anti-infective agents South Africa , Drug resistance , Antibiotics , Drug resistance in microorganisms , Health education South Africa , Health risk communication South Africa , Digital media South Africa , Peer counseling South Africa , One Health (Initiative) , Social Behaviour Change Communication (SBCC) , Rhodes University
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10962/191001 , vital:45048
- Description: Antimicrobial resistance (AMR) is an urgent, global health problem that stems from the inappropriate use of and poor adherence to antibiotics that treat diseases in human beings. It is further exacerbated by the proliferation of antibiotics into the food chain, particularly from the overuse and misuse of antibiotics in agricultural, meat, and dairy production. The recently developed World Health Organisation (WHO) One Health (OH) approach encompasses and acknowledges the various interconnected pathways that drive AMR between the human, animal, and environmental spheres. Until recently, AMR health challenges have been viewed primarily through a biomedical lens, but this study draws on the more holistic perspective that the One Health approach offers. AMR from food sources (AMR-OH) is an underrepresented topic of research. Creating digital health communication for low-literate end-users on this topic using the One Health approach is an emerging field of research. AMR-OH has not been extensively covered in health communication campaigns and requires developing context-specific digital educational materials, such as the ones this study presents. This study draws on Social Behaviour Change Communication (SBCC) theory elements to create a suggested approach to disseminate AMR-OH information. This intervention was aimed at low-health-literate end-users to accomplish two objectives. First, create awareness and improve knowledge about AMR-OH via a video. Second, offer feasible, easily implementable behaviour change actions in the form of an infographic comprising four food safety steps (Clean, Separate, Cook, and Chill). The study was conducted in three phases. First, recruit participants and conduct a literature review to identify the effective SBCC elements of health communication intervention design. Second, conduct a needs assessment to gauge the volunteering participants’ familiarity with digital media and their current health literacy on AMR-OH. Third, conceptualise and design the two AMR-OH digital educational materials (a video and accompanying infographic). The materials were first evaluated by the researcher using the Clear Communication Index (CCI) test, and then shared with the participants via WhatsApp to be evaluated by them, using two end-user tests: the Patient Education Material Assessment Tool (PEMAT) and the Suitability Assessment of Materials (SAM) test. These two tests assessed the materials’ readability, understandability, and actionability. A post-evaluation, semi-structured interview (SSI) was then conducted with the participants. Deductive thematic analysis was conducted on the SSI data and analysed using the five design benchmarks as themes: Ease of Use of Technology, Clarity of Content, Appropriate Format, Target Audience Resonance (Appropriate for target audience), and Clear calls to Action (Actionable). The rapid onset of COVID-19 restrictions forced the project to scale down and shift entirely online. The study could be conducted due to the active and enthusiastic virtual participation of two Rhodes University Peer Educators (PEs) whose contribution was vital to developing and evaluating the materials. The needs assessment showed that the PEs were comfortable using WhatsApp, had reliable internet connection when on campus, and used this social media platform for professional and personal communication. This assessment also showed that they had prior knowledge of AMR but only from the human health perspective. The video and infographic scored high on the Clear Communication Index, 93.3% and 94.4%, respectively. The PEs’ evaluation of the materials was also high on the PEMAT and SAM assessments: video narration (100%, 80% respectively), video (100%, 99% respectively), and infographic (86%, 90% respectively). This study produced an easy-to-use, accessible and appropriate online repository of AMR-OH information in a novel format with actionable steps. The post-evaluation SSI revealed that the materials and the channel of delivery were welcomed. The PEs expressed their confidence in receiving, using, and sharing this novel presentation of evidence and solutions-based information about AMR-OH. They further highlighted that this is the first time they have received and evaluated context-specific digital multimedia about AMR-OH and that this information equipped them to adopt the food safety behaviours – namely, the four food safety steps. This study demonstrates that the theory-informed creation of engaging digital media for AMR-OH is feasible and viable. Furthermore, it affirms that engaging digital media for AMR-OH can be created to enhance the knowledge of end-users about this health issue. The scaled-down approach created a blueprint to implement a more extensive intervention in the future, informed by this intervention’s methods and tools. Lastly, this blueprint for a particular conceptualisation of an AMR-OH digital media intervention provides effective and empowering tools with which the PEs can disseminate this information to the university's support staff. , Thesis (MA) -- Faculty of Humanities, School of Journalism and Media Studies, 2021
- Full Text:
- Date Issued: 2021-10-29
Generation news: Consuming, sharing, and producing news across generations in five Johannesburg households
- Authors: Silber, Gerson Russel
- Date: 2021-10-29
- Subjects: Baby boom generation South Africa , Generation Y South Africa , Conflict of generations South Africa Johannesburg , Generations South Africa Johannesburg , Digital media South Africa , Social media and journalism South Africa , Digital media Social aspects South Africa , News audiences South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10962/192342 , vital:45217
- Description: This study sets out to explore the meaning, extent, and impact of the generational divide, between so-called Baby Boomers and their Millennial offspring, on the way news is accessed, consumed, shared, and produced in five purposively selected households in the Johannesburg area. Aside from these widely-used generational identifiers, Baby Boomers and Millennials are also commonly referred to as Digital Immigrants and Digital Natives, respectively. However, in a world where smartphones have become commonplace, and internet connectivity via fixed broadband and mobile data is ubiquitous, it can be argued that digital technologies now serve as a link, or perhaps even a bridge, between younger and older generations living in the same household. The study aims to put this proposition to the test, by interrogating the role of news as a conduit for storytelling and information-sharing in environments where each occupant will typically be using their own devices, with a wide variety of personally-curated news sources and platforms at their fingertips. This fragmentation or individualisation of access to news stands in sharp contrast to the communal traditions of the pre-Internet era, during which families would gather around the TV set to watch the evening newscast, or share sections of the Sunday newspaper according to their age and interest. This research, which seeks to address a gap in the literature of research into intra-generational news consumption in family households in the digital era, identifies points of intersection as well as diversion in media usage habits. An example of the former is the prevalence of WhatsApp as a centralised "meeting-point" for the sharing of useful, hyper-localised information within the family group, and beyond that, as a cross-generational news and discussion platform in its own right. On the opposite end of the spectrum, the study explores strict and seemingly counterintuitive divides between the generations, with some Millennial respondents rejecting social media platforms as "pointless and invasive, and some Baby Boomer parents embracing the platforms as forums for free expression and networking. In line with the key research question, which seeks to identify and analyse news usage and consumption across the generations in a selection of family households, the study considers the ways in which families in the digital era are creating a culture of shared interests and the active sharing of news, breaching the boundaries of their private spaces in a microcosm of the Habermasian public sphere of discourse and opinion. , Thesis (MA) -- Faculty of Humanities, Journalism and Media Studies, 2021
- Full Text:
- Date Issued: 2021-10-29
- Authors: Silber, Gerson Russel
- Date: 2021-10-29
- Subjects: Baby boom generation South Africa , Generation Y South Africa , Conflict of generations South Africa Johannesburg , Generations South Africa Johannesburg , Digital media South Africa , Social media and journalism South Africa , Digital media Social aspects South Africa , News audiences South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10962/192342 , vital:45217
- Description: This study sets out to explore the meaning, extent, and impact of the generational divide, between so-called Baby Boomers and their Millennial offspring, on the way news is accessed, consumed, shared, and produced in five purposively selected households in the Johannesburg area. Aside from these widely-used generational identifiers, Baby Boomers and Millennials are also commonly referred to as Digital Immigrants and Digital Natives, respectively. However, in a world where smartphones have become commonplace, and internet connectivity via fixed broadband and mobile data is ubiquitous, it can be argued that digital technologies now serve as a link, or perhaps even a bridge, between younger and older generations living in the same household. The study aims to put this proposition to the test, by interrogating the role of news as a conduit for storytelling and information-sharing in environments where each occupant will typically be using their own devices, with a wide variety of personally-curated news sources and platforms at their fingertips. This fragmentation or individualisation of access to news stands in sharp contrast to the communal traditions of the pre-Internet era, during which families would gather around the TV set to watch the evening newscast, or share sections of the Sunday newspaper according to their age and interest. This research, which seeks to address a gap in the literature of research into intra-generational news consumption in family households in the digital era, identifies points of intersection as well as diversion in media usage habits. An example of the former is the prevalence of WhatsApp as a centralised "meeting-point" for the sharing of useful, hyper-localised information within the family group, and beyond that, as a cross-generational news and discussion platform in its own right. On the opposite end of the spectrum, the study explores strict and seemingly counterintuitive divides between the generations, with some Millennial respondents rejecting social media platforms as "pointless and invasive, and some Baby Boomer parents embracing the platforms as forums for free expression and networking. In line with the key research question, which seeks to identify and analyse news usage and consumption across the generations in a selection of family households, the study considers the ways in which families in the digital era are creating a culture of shared interests and the active sharing of news, breaching the boundaries of their private spaces in a microcosm of the Habermasian public sphere of discourse and opinion. , Thesis (MA) -- Faculty of Humanities, Journalism and Media Studies, 2021
- Full Text:
- Date Issued: 2021-10-29
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:
- Date Issued: 2020
- 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:
- Date Issued: 2020
Negotiating family planning messages among Malawian men: A case study of vasectomy messages aimed at men in the Dedza and Karonga districts of Malawi
- Authors: Ntaba, Jolly Maxwell
- Date: 2020
- Subjects: Social marketing -- Malawi , Vasectomy -- Social aspects -- Malawi , Malawians -- Attitudes , Men -- Malawi -- Attitudes , Men -- Conduct of life -- Malawi , Men -- Sexual behavior -- Malawi , Masculinity -- Malawi , Reproductive health in mass media -- Malawi , Reproductive health services -- Malawi
- Language: English
- Type: text , Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/167200 , vital:41446
- Description: Since the 1990s, vasectomy, the principal non-barrier method of contraception offered to men, has been vigorously promoted in Malawi, as a safe, effective and inexpensive form of birth control. Despite this marketing, the method has been chosen by only an estimated 0.01% of men in Malawi. This compares to about 11% of contraceptive using Malawian women, who have opted for tubal ligation, a more expensive and hazardous surgical procedure. Previous studies into this low uptake of vasectomy among men in Malawi, and other studies that have explored why no African country currently has a vasectomy rate of more than 1% of men, implicate cultural beliefs and traditional social practices among the key barriers to the diffusion of this particular innovation i.e. this method of contraception. Campaigns share new information in the hope that they will shift their audiences’ knowledge, and lead to changes in attitudes and practices, including the uptake of vasectomy. Social Marketing campaigns, even when they set out to explicitly accommodate these beliefs and challenge particular practices in order to promote various methods of contraception, are often inadequately conceived and sometimes poorly executed. Drawing on well-established theoretical perspectives developed by Cultural Studies scholars, including Reception Analysis and Thematic Analysis, this study investigates how men in two purposively selected districts of Karonga and Dedza in Malawi, interpret Social Marketing messages encouraging them to undergo vasectomies. The study examines key media texts and the nature of the involvement of a group of peer educators, dubbed ‘male champions’ in a 2017-2018 campaign by one of the leading Malawian providers of family planning services, the NGO Banja La Mtsogolo (BLM), to promote vasectomy. This is a purely qualitative case study that seeks to understand why these often-well-resourced campaigns have so little impact on the behaviour change they hope to inspire. Through individual interviews with the campaign’s designers, implementers, peer educators, focus group discussions with the campaign’s audiences, a close reading of texts used in the campaign, and observation, this study explores the circuits of communication and culture, through mechanisms of resonance, disconnection and even cognitive dissonance between the ‘encoders’ of the family planning messages and the decoders i.e. the intended audiences of the campaign. The study argues that as a result of several ‘modernist’ assumptions and outlooks, the campaign was unable to fully grasp the complex and contextually nuanced socio-cultural practices that factor into consideration of the campaign’s messages and the non-adoption of the proposed vasectomy method. The study further reveals, as many other studies have also observed, that the interpretation of the text promoting vasectomy is a complex process that is significantly shaped by the worldviews and lived experiences of the audiences. These views, as this study explores, are often complex and contradictory, interfacing aspirations of modernity with deeply held ‘traditional’ beliefs and practices. Although the campaigns are effective at transferring knowledge – it finds most targeted men have a relatively good understanding of the method and its efficacy – their prevailing socio-cultural attitudes and dispositions provide a strong countervailing discourse to the preferred reading of the campaign messages. This discourse exhorts having children, or the capacity to have children, even after a man has had several before, in current or previous marriages, or even in old age, as desirable and ‘rational’. The study therefore proposes, arising out of this detailed ethnographic research, a revised approach that argues that several social and cultural ‘vectors’ or ‘spheres of influence' need to be considered in new ways, in order to develop meaningful interventions in the promotion of vasectomy. This includes specific strategies to understand and challenge: 1. The enduring power of social stigma and scorn, and the notion of social shame. 2. The deep interplay between fertility and having children to notions of marriage, even in second or third marriages, and the interplay with perceptions of economic ‘value’ of children in the domestic political economy of marriage. 3. The embedded nature of provable fertility to notions of manhood. 4. The complex and nuanced involvement, at many levels, of broader social/family structures/personages in ‘personal’ decisions. 5. Forms of ‘hyperbolic discounting’, i.e. the calculating of precarious futures in various scenarios and its impact on current shorter-term calculations and gratifications. 6. Unusually high rates of infidelity in marriage, and seemingly low levels of trust in many partnerships. 7. The key role of interpersonal communication, i.e. the face-to-face elements of what are usually media-centric Social Marketing campaigns. The study recommends a more layered and nuanced approach to the promotion of vasectomy, propelled by a deeper understanding of these kinds of contexts and the interpretive power of the intended audience, as well as more nuanced segmentation of audiences, and more judicious use of peer-educators to support and deepen the mass media components of these communication campaigns.
- Full Text:
- Date Issued: 2020
- Authors: Ntaba, Jolly Maxwell
- Date: 2020
- Subjects: Social marketing -- Malawi , Vasectomy -- Social aspects -- Malawi , Malawians -- Attitudes , Men -- Malawi -- Attitudes , Men -- Conduct of life -- Malawi , Men -- Sexual behavior -- Malawi , Masculinity -- Malawi , Reproductive health in mass media -- Malawi , Reproductive health services -- Malawi
- Language: English
- Type: text , Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/167200 , vital:41446
- Description: Since the 1990s, vasectomy, the principal non-barrier method of contraception offered to men, has been vigorously promoted in Malawi, as a safe, effective and inexpensive form of birth control. Despite this marketing, the method has been chosen by only an estimated 0.01% of men in Malawi. This compares to about 11% of contraceptive using Malawian women, who have opted for tubal ligation, a more expensive and hazardous surgical procedure. Previous studies into this low uptake of vasectomy among men in Malawi, and other studies that have explored why no African country currently has a vasectomy rate of more than 1% of men, implicate cultural beliefs and traditional social practices among the key barriers to the diffusion of this particular innovation i.e. this method of contraception. Campaigns share new information in the hope that they will shift their audiences’ knowledge, and lead to changes in attitudes and practices, including the uptake of vasectomy. Social Marketing campaigns, even when they set out to explicitly accommodate these beliefs and challenge particular practices in order to promote various methods of contraception, are often inadequately conceived and sometimes poorly executed. Drawing on well-established theoretical perspectives developed by Cultural Studies scholars, including Reception Analysis and Thematic Analysis, this study investigates how men in two purposively selected districts of Karonga and Dedza in Malawi, interpret Social Marketing messages encouraging them to undergo vasectomies. The study examines key media texts and the nature of the involvement of a group of peer educators, dubbed ‘male champions’ in a 2017-2018 campaign by one of the leading Malawian providers of family planning services, the NGO Banja La Mtsogolo (BLM), to promote vasectomy. This is a purely qualitative case study that seeks to understand why these often-well-resourced campaigns have so little impact on the behaviour change they hope to inspire. Through individual interviews with the campaign’s designers, implementers, peer educators, focus group discussions with the campaign’s audiences, a close reading of texts used in the campaign, and observation, this study explores the circuits of communication and culture, through mechanisms of resonance, disconnection and even cognitive dissonance between the ‘encoders’ of the family planning messages and the decoders i.e. the intended audiences of the campaign. The study argues that as a result of several ‘modernist’ assumptions and outlooks, the campaign was unable to fully grasp the complex and contextually nuanced socio-cultural practices that factor into consideration of the campaign’s messages and the non-adoption of the proposed vasectomy method. The study further reveals, as many other studies have also observed, that the interpretation of the text promoting vasectomy is a complex process that is significantly shaped by the worldviews and lived experiences of the audiences. These views, as this study explores, are often complex and contradictory, interfacing aspirations of modernity with deeply held ‘traditional’ beliefs and practices. Although the campaigns are effective at transferring knowledge – it finds most targeted men have a relatively good understanding of the method and its efficacy – their prevailing socio-cultural attitudes and dispositions provide a strong countervailing discourse to the preferred reading of the campaign messages. This discourse exhorts having children, or the capacity to have children, even after a man has had several before, in current or previous marriages, or even in old age, as desirable and ‘rational’. The study therefore proposes, arising out of this detailed ethnographic research, a revised approach that argues that several social and cultural ‘vectors’ or ‘spheres of influence' need to be considered in new ways, in order to develop meaningful interventions in the promotion of vasectomy. This includes specific strategies to understand and challenge: 1. The enduring power of social stigma and scorn, and the notion of social shame. 2. The deep interplay between fertility and having children to notions of marriage, even in second or third marriages, and the interplay with perceptions of economic ‘value’ of children in the domestic political economy of marriage. 3. The embedded nature of provable fertility to notions of manhood. 4. The complex and nuanced involvement, at many levels, of broader social/family structures/personages in ‘personal’ decisions. 5. Forms of ‘hyperbolic discounting’, i.e. the calculating of precarious futures in various scenarios and its impact on current shorter-term calculations and gratifications. 6. Unusually high rates of infidelity in marriage, and seemingly low levels of trust in many partnerships. 7. The key role of interpersonal communication, i.e. the face-to-face elements of what are usually media-centric Social Marketing campaigns. The study recommends a more layered and nuanced approach to the promotion of vasectomy, propelled by a deeper understanding of these kinds of contexts and the interpretive power of the intended audience, as well as more nuanced segmentation of audiences, and more judicious use of peer-educators to support and deepen the mass media components of these communication campaigns.
- Full Text:
- Date Issued: 2020
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:
- Date Issued: 2019
- 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:
- Date Issued: 2019
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:
- Date Issued: 2019
- 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:
- Date Issued: 2019
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:
- Date Issued: 2018
- 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:
- Date Issued: 2018
“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:
- Date Issued: 2018
- 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:
- Date Issued: 2018
‘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.
- Full Text:
- Date Issued: 2017
- 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.
- Full Text:
- Date Issued: 2017
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.
- Full Text:
- Date Issued: 2016
- 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.
- Full Text:
- Date Issued: 2016
The gendered appropriation of the mobile phone for online health information by youths in Zimbabwean tertiary learning institutions
- Authors: Tsarwe, Stanley Zvinaiye
- Date: 2016
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/738 , vital:19986
- Description: The study uses domestication of technology and Cultural Studies theories to investigate how youth in three institutions of tertiary learning in Harare, Zimbabwe are accessing health-related information online using their smart phones. The study critically examines how youths deploy these digital media technologies to construct their identities in a context where social and political power is unevenly distributed. To understand these issues, the study uses a triangulated research design comprising a social survey, in-depth individual interviews and field observation for data collection. Results from this data gathering showed that the use of digital media technologies differ across gender, at least in terms of the distribution of online health seeking practices between male and female youths. According to the survey results, more women tend to use their mobile phones to access health-related information. Data from the individual in-depth interviews showed that the most significant site of social change (social disruption) relates to how digital media facilitates emerging new identities (i.e. identity in the broader sense as well as health-related and sexual health identities). For both young men and young women, mobile phones are used precisely for image management, peer acceptance and the desire to define respective feminities and masculinities within their social networks. Both male and female youths assert they are able to access a variety of information online, and some of this information would not easily accessible when sought from traditional structures such as their parents. This way, youth feel that digital media technologies allow them to cultivate their own preferred identities outside the purview of parental authority and social control. Drawing on postmodern literature, such emerging identities are predicated on cultural volatility, unpredictability, decentralisation and refusal to fixation and conformity to socially constructed identities about being a youth, or being a young Zimbabwean woman or man, for example. Thus, the use of mobile phones and mobile Internet by youths in Zimbabwe to access health-related information has sociopolitical significance, because it allows young people to fashion preferred identities that resists entrenched regimes of social power. For young people in Zimbabwe, online health seeking practices precisely reflects attempt towards negotiating with and circumvent the structural limitations of either an expensive health care system or the general curiosity associated with growing up. That way, it is arguable that youth use digital media technologies to help them exercise some level of social autonomy and agency in dealing with everyday life. Individual in-depth interviews demonstrated that mobile phones and mobile Internet can thus be seen as opening up more spaces for youth to learn more about issues about growing up, sexuality and adolescents that a conservative society such as Zimbabwe traditionally consider as ‘inappropriate’ for youth consumption. They argued that the inability of parents to discuss with them issues about growing up often result in them “finding out on our own” using digital media technologies to satisfy the desire to wean themselves from what they view as arbitrary and asymmetrical social power. The study demonstrated that youth use the mobile phone to challenge the social world of adults and to show resistance to it, thereby strengthening a subculture as well as constructing an identity. However, despite the positive attributes of social capital, connectivity and personalised experience afforded by the mobile phone, the mobile phone is sometimes a source of conflict in relationships between young men and women; that is, between unmarried partners. Young women reported that their boyfriends often force them to disclose who they communicate with using their mobile phones. They also reported that their boyfriends often did some random surveillance of their social media contacts and activities. Thus, whilst one of the mobile phone’s most powerful attribute is its ability to offer personalised experience, as well as offer synchronised and unlimited access to distant connections, results from in-depth interviews showed that some unwritten expectations and norms dictated that young men closely watch their ‘girlfriends’ social media activities, including their online search activities. As a result, privacy as well as the much touted relationship between mobile phone and women’s autonomy becomes contested arenas. Even at young ages, and before marriage, women are socialised to show subservience to their partners by allowing them access to their mobile phones.
- Full Text:
- Date Issued: 2016
- Authors: Tsarwe, Stanley Zvinaiye
- Date: 2016
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/738 , vital:19986
- Description: The study uses domestication of technology and Cultural Studies theories to investigate how youth in three institutions of tertiary learning in Harare, Zimbabwe are accessing health-related information online using their smart phones. The study critically examines how youths deploy these digital media technologies to construct their identities in a context where social and political power is unevenly distributed. To understand these issues, the study uses a triangulated research design comprising a social survey, in-depth individual interviews and field observation for data collection. Results from this data gathering showed that the use of digital media technologies differ across gender, at least in terms of the distribution of online health seeking practices between male and female youths. According to the survey results, more women tend to use their mobile phones to access health-related information. Data from the individual in-depth interviews showed that the most significant site of social change (social disruption) relates to how digital media facilitates emerging new identities (i.e. identity in the broader sense as well as health-related and sexual health identities). For both young men and young women, mobile phones are used precisely for image management, peer acceptance and the desire to define respective feminities and masculinities within their social networks. Both male and female youths assert they are able to access a variety of information online, and some of this information would not easily accessible when sought from traditional structures such as their parents. This way, youth feel that digital media technologies allow them to cultivate their own preferred identities outside the purview of parental authority and social control. Drawing on postmodern literature, such emerging identities are predicated on cultural volatility, unpredictability, decentralisation and refusal to fixation and conformity to socially constructed identities about being a youth, or being a young Zimbabwean woman or man, for example. Thus, the use of mobile phones and mobile Internet by youths in Zimbabwe to access health-related information has sociopolitical significance, because it allows young people to fashion preferred identities that resists entrenched regimes of social power. For young people in Zimbabwe, online health seeking practices precisely reflects attempt towards negotiating with and circumvent the structural limitations of either an expensive health care system or the general curiosity associated with growing up. That way, it is arguable that youth use digital media technologies to help them exercise some level of social autonomy and agency in dealing with everyday life. Individual in-depth interviews demonstrated that mobile phones and mobile Internet can thus be seen as opening up more spaces for youth to learn more about issues about growing up, sexuality and adolescents that a conservative society such as Zimbabwe traditionally consider as ‘inappropriate’ for youth consumption. They argued that the inability of parents to discuss with them issues about growing up often result in them “finding out on our own” using digital media technologies to satisfy the desire to wean themselves from what they view as arbitrary and asymmetrical social power. The study demonstrated that youth use the mobile phone to challenge the social world of adults and to show resistance to it, thereby strengthening a subculture as well as constructing an identity. However, despite the positive attributes of social capital, connectivity and personalised experience afforded by the mobile phone, the mobile phone is sometimes a source of conflict in relationships between young men and women; that is, between unmarried partners. Young women reported that their boyfriends often force them to disclose who they communicate with using their mobile phones. They also reported that their boyfriends often did some random surveillance of their social media contacts and activities. Thus, whilst one of the mobile phone’s most powerful attribute is its ability to offer personalised experience, as well as offer synchronised and unlimited access to distant connections, results from in-depth interviews showed that some unwritten expectations and norms dictated that young men closely watch their ‘girlfriends’ social media activities, including their online search activities. As a result, privacy as well as the much touted relationship between mobile phone and women’s autonomy becomes contested arenas. Even at young ages, and before marriage, women are socialised to show subservience to their partners by allowing them access to their mobile phones.
- Full Text:
- Date Issued: 2016
"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.
- Full Text:
- Date Issued: 2015
- 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.
- Full Text:
- Date Issued: 2015
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.
- Full Text:
- Date Issued: 2015
- 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.
- Full Text:
- Date Issued: 2015
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.
- Full Text:
- Date Issued: 2014
- 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.
- Full Text:
- Date Issued: 2014
"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.
- Full Text:
- Date Issued: 2011
- 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.
- Full Text:
- Date Issued: 2011
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