A sociological analysis of the involvement of men in campaigns against sexual violence towards women at Rhodes University: the aftermath of the #RUReference protest
- Authors: Roboji, Philasande Milisa
- Date: 2020
- Subjects: #RUReferenceList , Rhodes University -- Students -- Attitudes , Rape in universities and colleges -- South Africa , Social movements -- South Africa -- Makhanda , Women college students -- Violence against -- South Africa , Male college students -- South Africa -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MSocSci
- Identifier: http://hdl.handle.net/10962/148059 , vital:38706
- Description: Gender-based violence more especially sexual violence towards women is one of the biggest social issus affecting South Africa including higher institutions of learning, universities in this context. In recent years, we have seen students in universities protesting sexual violence demanding universities to improve their ways of dealing with this violence. The motivation behind this thesis is the notion that sexual violence is a women’s issue and how most men in our communities and universities do not involve themselves in campaigns that are designed to end sexual violence towards women. There is an assumption that women should be the ones fighting against sexual violence because it affects them when in fact sexual violence affects everyone and more importantly, is mostly perpetuated by men. Therefore, the main purpose of this thesis was to sociologically analyze the involvement of men in campaigns against sexual violence towards women and the aftermath of the #RUReferenceList protest that took place at Rhodes University in 2016. This protest started immediately after a list of students who were said to be alleged sexual perpetrators was published online. Attached to this primary objective, the sub-goals that informed the entire study were to investigate how the involvement of men in the #RUReferenceList protest has contributed to challenging rape culture at Rhodes University. Also, to investigate if there are any ongoing campaigns and/or projects that includes men and that are still addressing the issue of sexual violence towards women. There is however, a dearth of research on the involvement of men in campaigns against sexual violence in South Africa. Therefore, it was difficult finding existing literature that touches on the involvement of men in campaigns against sexual violence towards women particularly in the context of universities. This thesis was conducted within the premises of Rhodes University through a qualitative research approach in a form of in-depth interviews. Five participants were selected through purposive sampling which included the Chair of the Gender Action Forum, one former student representative council member, a sub-warden from a male residence and two students. The findings of this research are not the full representation of the entire university but opinions and perspective of the participants that were interviewed. Their opinions and perspectives have a potential of contributing to the factors and reasons as to why majority of men have not engaged themselves in issues of gender-based violence or involved themselves in campaigns against sexual violence towards women.
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- Date Issued: 2020
Digital media marketing and the consumption of sugar-sweetened beverages in Africa: A reception analysis of the multi-channel marketing of Coca-Cola among young Africans from the University of Lagos, Nigeria and Rhodes University, South Africa
- Authors: Akingbade, Olutobi Elijah
- Date: 2020
- Subjects: Carbonated beverages -- Health aspects -- South Africa , Carbonated beverages -- Marketing -- South Africa , Soft drinks -- Health aspects -- South Africa , Soft drinks -- Marketing -- South Africa , Carbonated beverages -- Health aspects -- Nigeria , Carbonated beverages -- Marketing -- Nigeria , Digital media -- Marketing -- Africa , Soft drinks -- Health aspects -- Nigeria , Soft drinks -- Marketing -- Nigeria , Digital media -- Marketing -- Nigeria , Obesity -- Africa , Nutritionally induced diseases -- Africa , Coca-Cola Company -- Marketing , Rhodes University -- Students -- Attitudes , University of Lagos -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/163125 , vital:41012
- Description: This study investigates and examines how Coca-Cola’s marketing communications, especially the newer forms of digital, social and mobile media marketing messages/campaigns, are received, understood and made sense of by two sets of purposefully selected young urban African students in Nigeria and South Africa. Embedded within a qualitative research design and underpinned by an interpretative phenomenological analysis (IPA) approach, this study was conducted against the backdrop of the recent surge in the consumption of Sugar Sweetened Beverages (SSBs) which has been directly implicated in the rise of obesity and a variety of non-communicable diseases (NCDs) in Africa. The thesis explores the role of multinational SSBs in this surge, as African countries have become key focus areas for multinational food and beverage companies seeking growth and profits, as home markets decline partly due to better health communications and, in some cases, the implementation of so-called ‘sugar taxes’ and the attendant negative publicity around these taxes. The focus on young Africans from Nigeria and South Africa was motivated by the similar rapid urbanisations in both countries, often accompanied by changes in diet and greater consumption of fast foods and SSBS, and by South Africa’s ranking as the country with the highest prevalence of overweight persons and obesity in Sub-Saharan Africa. Similar rises in national average weights are now also starting to be seen in Nigeria, as are surges of diet-related disease incidence and prevalence. The study is informed by Consumer Culture Theory (CCT) but also draws on other theories and some key concepts from marketing studies, health science and psychology. Methodologically, the study draws on in-person observations, focus group interviews and semi-structured individual in-depth interviews, to explore how Coca-Cola has created a deep and evocative historical ‘brandscape’ and how it has become a multicultural resource in both South Africa and Nigeria. Through an investigation into the lived experiences of study participants with regards to both their earliest and more recent engagements with Coca-Cola, as a brand and as a product, the study delineates the influence of older generations of Coke enthusiasts and consumers within participants’ households and newer spaces of interaction with Coke via interactive, highly personalised social media-centric campaigns. This study explores how the ubiquitous nature of Coca-Cola’s aesthetics and signage are engaged with – often in very ‘sub-conscious’ ways – by these students and how more recent social media campaigns evoke this multigenerational history. Unpacking study participants’ self-understandings of Coke and their often ‘sub-conscious’ engagements with the SSB, this study explicates the underpinning ideological grounding and how this is sustained over time to become an hegemonic code that does not only confine participants’ engagements with SSBs to Coke but also confines their reception of, and engagements with, Coke’s media marketing messages/campaigns to those that resonate with the multigenerational history evoked by the SSB. It is within this contextual background that this study brings to the fore participants ‘cognitive dissonance’ and scepticism and often rank disbelief of the health risks posed by their high levels of Coke consumption. The study concludes that attempts to raise awareness about the dangers inherent in excessive consumption of SSBs in Africa need to be reviewed and rethought. There is a need for long-term, consistent and much more proactive health journalism, alongside public health campaigns in both official and indigenous languages, to dispel the powerful myths created by SSB marketing and explain how SSBs are implicated in the rise of diet-related NCDs in Nigeria and South Africa.
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- Date Issued: 2020