Media reporting and student self-representation: a Comparison of the 2015 #FeesMustFall campaign at Nelson Mandela Metropolitan University by The Herald and #FeesMustFall
- Authors: Matrose, T L
- Date: 2021-04
- Subjects: Mass media -- South Africa -- Nelson Mandela Bay Municipality , Universities and colleges -- South Africa -- Finance
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/53456 , vital:45155
- Description: South Africa’s higher education system was deeply disrupted in October 2015 by the #FeesMustFall student-led movement which affected almost every student from most South African universities. As student movements called for a national shutdown of tertiary institutions, students in their numbers gravitated to social media, mainly Twitter and Facebook, where they mobilised, and held discussions pertaining to the protest movement. Whilst, most studies on mainstream media coverage of protest movements have shown that protests around the world are typically portrayed in a negative and delegitimising manner, scholars have declared social media to be very useful in helping protesters counter the negative mainstream media coverage towards them by telling their side of the story to the public, and in a manner in which they want to be perceived. Considering these nuances, this study focuses on The Herald, a Port Elizabeth based newspaper, and the Nelson Mandela Metropolitan University 2015 #FeesMustFall student protest movement. Through a content analysis, this study aims to, firstly, to explore the mainstream media’s representation and students’ social media self-representations of the #FeesMustFall student protest movement, and secondly; to identify the purpose(s) for which students utilised social media during the #FeesMustFall student protest movement. The results showed that The Herald coverage was predominantly positive and pro-student, and that students represented themselves and the movement in a positive and legitimising manner on their #FeesMustFall social media platforms. The results also showed that the Nelson Mandela Metropolitan University students did not only use social media to communicate, organise and coordinate, debate, build and maintain unity during the course of #FeesMustFall movement, but also as a channel to attract mainstream media coverage for their movement, and to further shape the narrative in the coverage. , Thesis (MA) -- Faculty of Humanities, 2021
- Full Text:
- Date Issued: 2021-04
- Authors: Matrose, T L
- Date: 2021-04
- Subjects: Mass media -- South Africa -- Nelson Mandela Bay Municipality , Universities and colleges -- South Africa -- Finance
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/53456 , vital:45155
- Description: South Africa’s higher education system was deeply disrupted in October 2015 by the #FeesMustFall student-led movement which affected almost every student from most South African universities. As student movements called for a national shutdown of tertiary institutions, students in their numbers gravitated to social media, mainly Twitter and Facebook, where they mobilised, and held discussions pertaining to the protest movement. Whilst, most studies on mainstream media coverage of protest movements have shown that protests around the world are typically portrayed in a negative and delegitimising manner, scholars have declared social media to be very useful in helping protesters counter the negative mainstream media coverage towards them by telling their side of the story to the public, and in a manner in which they want to be perceived. Considering these nuances, this study focuses on The Herald, a Port Elizabeth based newspaper, and the Nelson Mandela Metropolitan University 2015 #FeesMustFall student protest movement. Through a content analysis, this study aims to, firstly, to explore the mainstream media’s representation and students’ social media self-representations of the #FeesMustFall student protest movement, and secondly; to identify the purpose(s) for which students utilised social media during the #FeesMustFall student protest movement. The results showed that The Herald coverage was predominantly positive and pro-student, and that students represented themselves and the movement in a positive and legitimising manner on their #FeesMustFall social media platforms. The results also showed that the Nelson Mandela Metropolitan University students did not only use social media to communicate, organise and coordinate, debate, build and maintain unity during the course of #FeesMustFall movement, but also as a channel to attract mainstream media coverage for their movement, and to further shape the narrative in the coverage. , Thesis (MA) -- Faculty of Humanities, 2021
- Full Text:
- Date Issued: 2021-04
An integrated marketing communication framework for communicating city events in Nelson Mandela Bay
- Authors: Kanyutu, Teresia Watiri
- Date: 2016
- Subjects: Communication in marketing -- South Africa -- Nelson Mandela Bay Municipality , Mass media -- South Africa -- Nelson Mandela Bay Municipality
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/8477 , vital:26368
- Description: In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.
- Full Text:
- Date Issued: 2016
- Authors: Kanyutu, Teresia Watiri
- Date: 2016
- Subjects: Communication in marketing -- South Africa -- Nelson Mandela Bay Municipality , Mass media -- South Africa -- Nelson Mandela Bay Municipality
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/8477 , vital:26368
- Description: In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.
- Full Text:
- Date Issued: 2016
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