Sources of advertisement messages and their impacts on purchasing behaviour: a case study of Walter Sisulu University students
- Authors: Oladimeji, Olawumi Kate
- Date: 2014
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11371 , http://hdl.handle.net/10353/d1015413
- Description: The purpose of this research was to investigate the sources of advertisement messages and the impacts they have on the buying behaviour of students of Walter Sisulu University (WSU), and examine whether traditional mass media advertising still influences the students’ decision to buy and whether advancement in communication technology affects how the students receive information. This study also investigated the impact of traditional mass media advertising in comparison to new media advertising. Questionnaires were administered to students of WSU, Mthatha campus. The survey was conducted within the period of February 2013 – March 2013. The desired sample size was 270 students. A final sample of 220 valid responses was analysed, representing 81% of the desired sample. The study revealed that majority are aware of television while billboards and direct mails have the least awareness. The results also revealed that 78% of the respondents felt that traditional mass media still influences their buying behaviour, (90%) of the respondents prefer the traditional mass media advertising. This study demonstrated that the students of WSU are aware and exposed to the various sources of advertisement messages. In addition, existing literature and this research report have shown that the various mediums have distinctive characteristics which make them unique. In spite of the advent of modern technology, the traditional mass media still influences buying behaviour with television being the most influential media.
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Communication practices of NGOs in poverty alleviation programmes in rural communities of Zimbabwe: the case of Deutsche Welthungerhilfe German Agro Action (GAA) in Gowke South Rural District
- Authors: Tasaranago, Collet
- Date: 2013
- Subjects: Deutsche Welthungerhilfe , Poverty -- Prevention , Non-governmental organizations , Communication in economic development , Poverty -- Zimbabwe , Midlands Province (Zimbabwe)
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11366 , http://hdl.handle.net/10353/d1006028 , Deutsche Welthungerhilfe , Poverty -- Prevention , Non-governmental organizations , Communication in economic development , Poverty -- Zimbabwe , Midlands Province (Zimbabwe)
- Description: The aim of this study was to analyse the communication practices of Non-Governmental Organisations (NGOs) in their poverty alleviation programmes, using Deutsche Weltihungerhilfe German Agro Action (GAA) in Gokwe South Rural District, Midlands Province, Zimbabwe as a case study. The study was based on the premise that effective communication is essential for successful poverty alleviation programmes. Communication facilitates the diffusion of innovations and encourages active participation by local people in programmes. It is also clear that despite several attempts to end the social malaise, poverty still persists. While several factors such as corruption, misappropriation of funds and misdirection of programs are not innocuous considering the failures of poverty alleviation programmes, communication is an indispensible tool to their success. It therefore becomes imperative that the communication practices be evaluated to identify the missing links. It is evident that by so doing, going forward, NGOs can effectively communicate with the local people and advances towards poverty alleviation can be realised. To this end, third world countries amongst them Zimbabwe and particularly rural communities, Gokwe included continue to suffer from poverty despite a number of programmes to address the pandemic by NGOs. The study was guided by the tenets of the Diffusion of innovations and Participatory development communication theories. These theories were considered the most applicable in terms of the research subject. The study employed both quantitative and qualitative research methods and it was carried out in four of the wards in the district. The research methods were applied to solicit information from the rural people on how communication took place between the organisation and the community. The study found out that GAA used mainly the Indigenous Communication Systems (ICSs) in form of meetings and interpersonal face-toface communication modes. Names of projects were also fairly used for communication. The Modern Communication Systems (MCSs) used were cell phones and letters. GAA used local Page v languages mainly Shona and Ndebele and was flexible with the use of the indigenous languages. English language was also used for communication. The communication modes as well as the languages used were effective. The research also analysed and evaluated the communication practices by GAA. The study found out that the organisation effectively used the communication modes which were available for use but there were limitations in terms of access to other communication modes, especially the modern mediums due to poor infrastructure, state monopolisation of the mass media industry using regulations and fear of political persecution. The modern communication modes which GAA did not have access to could facilitate the diffusion of innovations and provide adequate information for active participation by the rural people in poverty alleviation programmes. The study also found out that only one person had heard about GAA through radio and no-one heard about GAA through the television, magazine or newspaper. The orgnanisation did not use these forms of mass media. In addition, the integration of ICSs and MCSs would provide an effective feedback system in Gokwe South Rural District. The researcher suggested the Tilled Communication Field approach whereby every stakeholder is required to make sure that the ICSs and MCSs are available for use by anyone at anytime for development purposes. There is need to give everyone adequate opportunity to use all the communication systems and users are advised to use communication for positive purposes, poverty alleviation included.
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Exploratory study of the University of Fort Hare students' perception of the role of global television in cultural homogenisation
- Authors: Moyo, Rachel
- Date: 2013
- Subjects: University of Fort Hare , Globalization -- South Africa -- Eastern Cape , Mass media -- South Africa -- Eastern Cape , Television viewers -- South Africa -- Eastern Cape , Television broadcasting -- Social aspects
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11365 , http://hdl.handle.net/10353/d1005988 , University of Fort Hare , Globalization -- South Africa -- Eastern Cape , Mass media -- South Africa -- Eastern Cape , Television viewers -- South Africa -- Eastern Cape , Television broadcasting -- Social aspects
- Description: The implications of globalisation in African societies raise an interesting debate and also pose a challenge to 21st century scholars of media/cultural tradition. While the media/cultural imperialism theory views global media as perpetuating cultural imperialism, revisionist theories of the media such as the audience reception theory argue against this, saying that media texts can be negotiated with. Both sides have always provided facts to argue their cases and the argument between them remains fluid. This study, which is a quantitative survey of some University of Fort Hare students’ perception of the role of global television in cultural homogenisation, has adopted the second phase of revisionism which is a counter to the audience reception theory, arguing that in the process of interaction with media texts, there may be transference of cultural values. This study used the media imperialism theory and the cultivation theory in exploring respondents’ perceptions of whether global television is perpetuating cultural imperialism and consequently cultural homogenisation among receiving cultures. The study adopted the quantitative methodology and a self-administered questionnaire structured according to the Likert Scale of measurement was used to gather data. Four cultural products of language, music, dress and religion were used as the measurable indicators to determine perceptions of global television consumption’s influence in cultural imperialism. The study used the case of University of Fort Hare students since they are a heterogeneous group and because there is not much research done concerning the influence of technological advancement, especially on the youth in remote areas such as Alice town where Fort Hare is situated. Although there were problems in the sampling process, most respondents did seem to perceive the notion that global television consumption does perpetuate cultural imperialism and that this is consequently leading to cultural homogenisation to a certain extent. According to the sampled group, the measure of the extent of homogenisation caused by global television consumption was 67.69%, falling behind by 27.31% from the anticipated standard of 95%. The difference between the anticipated standard and the realised standard was attributed to the dialectical debates emanating from the study findings which were also reiterated in the literature review. Importantly, the respondents indicated their preference for local media productions while at the same time agreeing that they were often unavailable, which leaves them without much choice but to watch those Western programmes that are readily available on both local media stations and on global television. To this end, most students denied that their own cultural values have deteriorated.
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Investigation into HIV/AIDS coverage in selected South African newspapers
- Authors: Moqasa, Nketsi Abel
- Date: 2013
- Subjects: AIDS (Disease) in mass media , Mass media -- South Africa , Journalism -- Social aspects , AIDS (Disease) -- South Africa , Content analysis (Communication) , Press -- South Africa
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11367 , http://hdl.handle.net/10353/d1006285 , AIDS (Disease) in mass media , Mass media -- South Africa , Journalism -- Social aspects , AIDS (Disease) -- South Africa , Content analysis (Communication) , Press -- South Africa
- Description: This study investigates HIV/AIDS coverage in selected South African newspapers. The rationale for the study hinges on the fact that the media’s role in informing society about social issues, such as HIV/AIDS, is of paramount importance. The study adopted, principally, the content analysis method and, as a supplement, discourse analysis. Four daily newspapers were content-analysed, namely: Daily Dispatch, Daily Sun, Sowetan and The Star. A total of 288 editions of newspapers, spanning a period of twelve months (January to December 2010) were sampled. This study is informed by agenda setting theory. Discourse analysis was used to determine the compliance of these newspapers to media guides on the use of appropriate language or terminologies. The tone, sentence structures used when disseminating HIV/AIDS stories were also examined. The results revealed that HIV/AIDS coverage by these newspapers is reasonable even though the prominence given to HIV/AIDS issues is dissatisfactory in terms of placement on the page, headline font-size and number of paragraphs devoted to HIV/AIDS stories. 5.0% of HIV/AIDS-oriented stories were placed on the front page; 93.8% on the inside pages while 1.3% were placed on the back pages. It was also found that news and feature were used equally to disseminate HIV/AIDS issues. These genres constituted 50% each. On the other hand, the results revealed a statistically non-significant relationship between the newspapers and categories; that is: (25.09 2 , p 0.122 0.05 ). Results further revealed that these newspapers used appropriate terminology and value-neutral language in their stories. The tone of the messages was found to be positive and encouraging.
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An evaluation of the government communication and information system's communication strategy: a case study of the 16 days of activism campaign in Soshanguve
- Authors: Hadji, Mutambuli James
- Date: 2012
- Subjects: Government Communication & Information System (South Africa) -- Evaluation , Information services -- Government policy -- South Africa , Communication policy -- South Africa , Human rights -- Women , Public health -- South Africa , Women -- Crimes against -- South Africa , Children -- Crimes against -- South Africa , Soshanguve (South Africa)
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11364 , http://hdl.handle.net/10353/d1004900 , Government Communication & Information System (South Africa) -- Evaluation , Information services -- Government policy -- South Africa , Communication policy -- South Africa , Human rights -- Women , Public health -- South Africa , Women -- Crimes against -- South Africa , Children -- Crimes against -- South Africa , Soshanguve (South Africa)
- Description: United Nation's (UN) millennium development goal number three is aimed at eliminating gender inequality and empowering women. Gender-based violence is recognised as a global public health and human rights problem that leads to high rates of morbidity and mortality, including sexually transmitted infections, depression, post-traumatic stress disorder, substance dependence and suicide. In responding to this international public health and human rights concern, the South African government has adopted numerous public health communication strategies to highlight the plight of women and children. One of the campaigns that are conducted in South Africa is the 16 Days of Activism for No Violence Against Women and Children (16 Days of Activism Campaign). This campaign was introduced in 1999 but the literature review reveals that to date, no studies have focused on its evaluation. As such, the purpose of this study is to evaluate the 16 Days of Activism Campaign with special reference to the Soshanguve community in Gauteng province. This study builds on two theories, namely the excellence theory and the diffusion of innovation theory. Mixed research methods (also called triangulation) was used whereby in-depth interviews were conducted with representatives from the Government Communication and Information System and the Department of Women, Children and People with Disability to establish the promotion strategies used in the campaign and the methods used to assess the effectiveness of the campaign. Furthermore, a self-administered questionnaire survey was conducted within the Soshanguve community to evaluate the promotion strategies and assess the impact of the campaign.This study revealed a high level of reliance on the television, radio and newspapers in the communication strategies. Both government departments acknowledged that they do not have a tool to evaluate the effectiveness of the campaign from the receivers‟ perspective. The Soshanguve community felt that in essence the campaign is relevant but not on time. The residents viewed the study as an important part of creating awareness about the campaign and they believed the campaign helped them to know what to do when faced with gender-based violence so that they can assist those who are affected by it.
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The impact of ICTs for agricultural development in the rural community: a case study of Alice, Eastern Cape, South Africa
- Authors: Alao, Abiodun Oyebimpe
- Date: 2010
- Subjects: Community information services -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape , Agricultural development projects -- South Africa -- Eastern Cape , Agricultural productivity -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11363 , http://hdl.handle.net/10353/236 , Community information services -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape , Agricultural development projects -- South Africa -- Eastern Cape , Agricultural productivity -- South Africa -- Eastern Cape
- Description: This study investigates the impact of ICTs for agricultural development in the Alice rural community. The rationale for carrying out the study has to do with the limited access to ICTs by farmers residing in this rural community which in turn affects their productivity and increase in the volume of agricultural production. The core argument of the study is that the use of ICTs has positive spinoffs on agricultural development which leads to improvement in the quality and quantity of agricultural production. Conversely lack of access to ICTs can result in inability to enhance agricultural productivity in rural areas such as Alice. Furthermore, it is argued herein that technological information devices such as ICTs are essential communication and information tools; and as such, should be regarded as useful communication media for disseminating relevant agricultural information to farmers residing in rural communities. In conducting this study theoretical frameworks such as Rogers’ diffusion of innovation and development theories encompassing both the participatory approach and development support communication were presented and argued for as approaches suitable for the study. Triangulations of research methods, such as, qualitative and quantitative methods, were utilized for the collection of data for this study. As is common practice, the triangulation method was used in cross checking and supplementing data/information collected through the utilization of each of the methods. Interviews and questionnaires were used as data collection tools for this study owing to their ability to generate clear and precise responses or answers to the questions posed. The key findings of the study show that the limited access to ICTs in the Alice rural community was caused by factors such as low level of literacy, age and language barriers which in turn affected the adoption of ICTs amongst the Alice farmers. Amongst the recommendations emanating from this study is the idea that the adoption of ICTs for agricultural information can be fast-tracked through the implementation of telecentres/kiosk and information centers for easy access to information and communication services in the rural community.
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The impact of rural ICT projects in South Africa: a case study of Dwesa, Transkei, Eastern Cape, South Africa
- Authors: Shingai, Kavhai Mitchell
- Date: 2010
- Subjects: Information technology -- South Africa -- Eastern Cape , Rural development projects -- South Africa -- Eastern Cape , Internet--South Africa -- Eastern Cape , Project management -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11362 , http://hdl.handle.net/10353/317 , Information technology -- South Africa -- Eastern Cape , Rural development projects -- South Africa -- Eastern Cape , Internet--South Africa -- Eastern Cape , Project management -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape
- Description: This project aimed at assessing and evaluating the extent to which deployed ICTs in the rural area of Dwesa have impacted on the lives of the residents there. This occurred between February 2008 and December 2009. The ICTs are an initiative collaboration of University of Fort Hare and Rhodes University, sponsored by Telkom SA, the Government of Finland and other market players. This research started by reviewing the extent to which rural areas in general have lagged behind in terms of accessing ICTs, paying closer attention to governmental policies and initiatives towards rural development. The project then looked at the currently available ICTs in Dwesa and trying to measure the extent to which they have been useful or rather complicated the lives of the people there. Also important was a review of the efforts made by the technology innovators towards ensuring that relevant and appropriate technologies were made available to the rural people. The project also looked into issues of sustainability, maintenance and general running of the project to ensure its success. Important key findings on access, appropriateness of ICTs, use and knowledge about the ICTs, literacy levels, education standards and readiness of community to use ICTs were made during this research. Also included in the findings are issues on state of infrastructure, already present services, and current uses of ICTs as well as notable positive ICT impact in Dwesa. The most important findings of this research were to assist in providing a detailed prediction of future impact of various possible new technologies that can be introduced to Dwesa. This research also had to be able to bring out a monitoring and evaluation system that should measure the impact of the ICT interventions over the past 5 years. This project was initiated in 2005 and is identified by the name Siyakhula Living Lab. The concept of a living lab is a new term for providing ICTs in an area where their usefulness can be tested based on the natural environment in which they are being used.
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Assessing the impact of loal content policy on youth culture in Mbare Harae: the case of Youth.com
- Authors: Mabika, Memory
- Date: 2009
- Subjects: Television and youth -- Zimbabwe , Television programs -- Zimbabwe , Television -- Psychological aspects
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11361 , http://hdl.handle.net/10353/d1001275 , Television and youth -- Zimbabwe , Television programs -- Zimbabwe , Television -- Psychological aspects
- Description: The study sought to establish the impact of using the local content policy in reducing television cultural influences on Mbare youth in Zimbabwe. It is assumed that television has ideological and hegemonic functions which have come to dominate the life styles of the youths on issues of dress styles, musical tastes and language, thus threatening and weakening the long established local cultures. Hence the Zimbabwean government’s local content policy was established to reduce influences of alien cultures. This study, therefore, sought to establish if Mbare youth cultures confirm or reject the imitation of television cultures with regard to dress styles, music tastes and language. In addition, the investigation aimed at establishing the feasibility of using the local content policy to reduce foreign cultural intrusions vis-à-vis globalisation challenges. The three theories utilised in the discussion of the influence of television on Mbare youth culture in this study include the cultivation theory, the theory of hegemony and the uses and gratification theory. A qualitative study was adopted to gather data using focus group discussions, questionnaires and semiotic analysis. The sample of the study consisted of 87 participants and 4 Youth.com programmes. The study revealed that television has ideological and hegemonic functions. As such, it tends to be a dominant influence on the life styles and culture of Mbare youths. The study also established that Youth.com influences youth culture through music. In Zimbabwe music has become the most influential aspect of Youth.com despite not being specified in the local content policy on television broadcasting. Furthermore, the study shows that the implications of globalisation on local television content are undermining government efforts to preserve local cultures through the local content policy. The primary reason for this has to do with the fact that Youth.com programme does not contain a higher quota of local content as stipulated in the policy. However, although the local content policy was viewed as a political gimmick, the the study revealed that it was necessary in view of youths’ vulnerability to television’s ideological and hegemonic influences. Nevertheless, in view of the loopholes revealed by this study, the policy requires to be revised to cater for all the essential cultural elements, such as, music, which are allowing alien cultures to penetrate local ways of life. For instance, the urban groove music has major impacts on the culture of Mbare youths.
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