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- Volume 22, Issue 1, 2003
Communicare : Journal for Communication Sciences in Southern Africa - Volume 22, Issue 1, 2003
Volumes & issues
Volume 22, Issue 1, 2003
Source: Communicare : Journal for Communication Sciences in Southern Africa 22 (2003)More Less
Extracted from text ... Call for papers Communicare awaits articles for its first edition of 2003, Volume 23(1), published in July of next year. Articles should be submitted to the Administrative Officer by Monday, 10 November 2003. Submit articles to: Annette Gouws Administrative officer Department of Communication, RAU University PO Box 524 Auckland Park Tel: +27 11 489 2139 Fax: +27 11 489 2426 E-mail: firstname.lastname@example.org Guidelines for submission of articles 1. All articles are to be submitted both on computer disk/or via e-mail: The material should be prepared in the following word-processing programmes (in order of preference) Word for Windows, Wordperfect (either DOS ..
An exploratory analysis of the corporate identity of selected national government departments in South Africa : research articleSource: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 1 –20 (2003)More Less
A communication task team appointed by the Government of South Africa in 1996 suggested that there should be one corporate identity for the government. A problem resulting from this suggestion was what this unitary corporate identity should reflect and which elements it should include. <br>This article is based on a study into the viability of creating one corporate identity for all the South African government departments. <br>Background is given for a government decision to create one corporate identity. The view that corporate identity consists of the integration between visual identity and behavioural identity and its possible application on the government departments of South Africa is discussed. <br>The main finding of this study is that the current corporate identity of four selected government departments consists of corporate service and behaviour, dynamism and visual identity.
Integrated Marketing Communication (IMC) and the role of Public Relations (PR) therein : a case study of University X : research articleSource: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 21 –57 (2003)More Less
This study determines the role of public relations as a marketing communication function in University X's integrated marketing communication approach. The research topic was selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary educational domain, which causes universities to adapt their marketing communication approaches. Based on these environmental changes, the Public Relations Division at University X commissioned the study on the research topic, which is the second consideration for the study. The debate on integrated marketing communication shows, in the third place, that this approach is increasingly important. On closer investigation there is a definite need for a thorough literature review with an authentic integrated marketing communication approach, driven by the integrated organizational functioning and processes. From a public relations perspective, on closer investigation, there is a need for the direct empirical examination of the role of public relations as a contributing function of integrated marketing communication in order to narrow the gap between literature and empirical evidence. The study was enhanced by two phases of research conducted within University X to meet the objectives of the study. The first, quantitative phase determined the extent to which University X's communication activities are integrated. The measuring instrument used is the integrated marketing communication mini-audit scale. In the second, qualitative research phase, the role of public relations as a marketing communication function within University X's integrated marketing communication approach was determined. The issue that became apparent throughout this study was that integrated marketing communication in any organizational context is of strategic importance for the "unity of effort" of the greater well-being of the organization. It was found in this research project that there are fundamental concerns for University X regarding integrated marketing communication, and that public relations is practised on a technical, traditional level.
The roles portrayed by children in South African magazine advertising : a longitudinal study : research articleAuthor E. NorthSource: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 58 –79 (2003)More Less
This paper summarizes the findings of four studies executed from 1983 to 2003 to determine how marketers in South Africa portray children in magazine advertisements. This longitudinal study reports on aspects such as the incidence of child models in the advertisements, the roles they depict and whether there are differences as to the way in which marketers use children from different races in the same advertisements. A conceptual framework or marketing communications model is presented to illustrate how marketers can use the child as a substitute communicator in various roles to convey the firm's advertising message. The relevance of the findings for South African marketers is highlighted and suggestions for further research are proposed.
The use of technology in relationship management : a public relations perspective : research articleSource: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 80 –99 (2003)More Less
Technological innovations have changed many aspects of public relations practice, and public relations is believed to have entered the "fourth wave" of technological change in the field. To achieve its ultimate objective, namely to build and maintain beneficial relationships, thus contributing to achieving organisational goals, it is pivotal to explore the impact of technology on the profession and practice of public relations. Knowledge of the impact of these innovations will equip public relations with the required know-how to contribute to the overall objectives of an integrated communication approach. While technology in itself cannot build or destroy relationships as maintained by Kent & Taylor (1998:324), the way in which technology is used can influence organisation-public relationships, hence emphasising the need for public relations professionals to come to terms with new technology and the opportunities and challenges it holds. <br>An exploratory study was undertaken to provide new insights into the impact of new communication technology on the profession and practice of public relations in South Africa. The primary purpose of the study was to determine the availability and use of new communication technology by South African public relations professionals for internal and external relationship management. It comprised a theoretical and conceptual analysis of public relations practice and models, dominant business approaches and other concepts related to the objectives of this study. The literature study was supplemented by a pilot study concerning the availability and use of technology by PRISA-accredited public relations practitioners. This article reports on the findings of the empirical section of the study.
Soft issues to focus on for ensuring sound communication in software project teams : research articleSource: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 100 –116 (2003)More Less
IT departments use project teams to bring key people together to achieve specific goals. Yet many struggle to achieve this effectively because of poor communication within teams. Research done in this area indicates that management and team leaders have to focus on specific soft issues to support the effective functioning of software project teams. In this research project the authors investigated the impact of a large number of soft issues on sound communication within project teams. Only four of these soft issues, namely those of mutual support, cooperation, commitment and a knowledge base, were found to be of vital importance to ensure that communication within software project teams will remain on a sound basis during the course of such a software project.
Source: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 117 –130 (2003)More Less
This article explores different viewpoints about the question of journalistic independence in the current South African dispensation by taking the Presidential Press Corps (PPC) as an example. It is argued that when seen from a libertarian point of view, the PPC presents some problems with regard to the normative ethical framework that sees media independence as a position that brings the media and the government in opposition. The views of journalists and editors are canvassed to illustrate some of the concerns about the PPC. The article concludes by suggesting different ways to view the relationship between the government and the media that would not present the same ethical difficulties as when this relationship is viewed from an orthodox libertarian perspective.
Source: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 131 –158 (2003)More Less
Extracted from text ... Tomaselli & Shepperson: State of the discipline: South African Communication Studies in the 1990s 131 KG Tomaselli A Shepperson State of the discipline: South African Communication Studies in the 1990s. ACKNOWLEDGEMENTS We thank Arnold S. de Beer, from the Department of Communication at Potchefstroom University for CHE, who was tireless as Consultant, Advisor and Survey Leader. Further thanks to Ron Krabill, New School University, New York; Alex Holt, Cultural and Media Studies, and Marc Caldwell, Media and Communication, at University of Natal; Graeme Addison, Journalist; Pieter Fourie, University of South Africa; and John Williams, Principal Planning Professional, City of Cape ..
Author J.C. De WetSource: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 159 –168 (2003)More Less
This article is based on qualitative research, which structurally analyses commentary on the September 11 (2001) attacks on America and the divide between the American administration and the Al-Qaeda network (personified respectively by President George W. Bush and Osama bin Laden) in Africa editions of <I>Time</I> magazine for a period of six months following the September 11 (2001) carnage in the United States. The structural analysis focuses on the identification of the binary oppositions at play, uncovering the cultural code predominant at <I>Time</I> through its viewpoint and essay columns. It was found that the cultural code translates into : the United States and the Western World are the beacons of democracy and freedom, while Islam (more specifically Muslim fundamentalists) represents authoritarianism, repression and bondage. It appears that Time in its commentary role in the aftermath of the attacks was an able and willing partner of the United States administration in predominantly naming the world along American lines, and attempting through words to impose the named world on adversaries.
An analysis of crime reporting (and audience perceptions of it) in selected South African media : research articleAuthor D. Du PlessisSource: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 169 –186 (2003)More Less
The study on which this article was based was part of an international news study, conducted in 10 countries (Australia, China, Chile, Germany, India, Israel, Jordan, Russia, South Africa and the USA). In this article, the way in which crime as a topic is dealt with in selected news media is explored. Focus group results were also analysed to establish how people perceive crime reporting. Shoemaker's theory on news values is applied to analyse media content and results from focus groups. From the analysis, it emerged that the media perform a surveillance function on behalf of their audiences and that the news media apply regular news values to decide on the reporting and presentation of news items dealing with crime events. Media audiences make practical use of information provided by the media on crime events to take precautions or to become aware of dangerous situations and people. Shoemaker's theory also provides a valuable framework according to which news content can be analysed and understood. The data used in this study was collected as part of the What's News? Project, based at the S.I. Newhouse School of Public Communications, Syracuse University, Syracuse, New York, USA, and is part of a larger study of the definition of news in ten countries. The principal investigators are Dr Pamela J. Shoemaker (Syracuse University) and Dr Akiba Cohen (Tel Aviv University, Israel). Additional researchers participated in the study from the following countries : Australia, China, Chile, India, Israel, Germany, Jordan, Russia, South Africa and the United States. Syracuse University acknowledges the support of the John Ben Snow Foundation.
Source: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 187 –211 (2003)More Less
The real possibility exists that the overemphasis of a party's image in advertisements could lead to the neglect of important political information for voters. Emotional and negative advertisements could therefore be detrimental to any young democracy. Against this background this article investigates the use of emotional persuasive appeals and negative messages in political newspaper advertisements in the North-West Province during South Africa's general elections in 1999. <br>The results indicate that although all the parties in the study used emotional appeals, they mostly connected them to a policy issue. However, these policy issues were not elaborated on. The opposition parties mostly used appeals of uncertainty, fear and rage. The ruling party in the province (the ANC) concentrated on appeals of hope and achievement. <br>The ANC virtually abstained from using negative messages, while the DP, the NNP and the FF "attacked" one another in order to emphasise their differences. They did not harm the sustainability of the South African democracy as such, but they also did very little to promote it actively through their media advertisements.
Source: Communicare : Journal for Communication Sciences in Southern Africa 22, pp 212 –226 (2003)More Less
Extracted from text ... 212 Research forum UNIVERSITY OF NATAL, DURBAN TAGER, M. 2002. The Bold and the Beautiful and Generations: A comparative ethnographic audience study of Zulu-speaking students living in residences on the University of Natal's Durban campus. PhD Thesis Supervisor: Prof. Ruth Teer-Tomaselli This thesis is an ethnographic study of the soap opera viewing patterns and interpretations of Zulu-speaking students living in residences on the Natal University's Durban campus who watch The Bold and the Beautiful (an American soap opera) and Generations (a South African soap opera). It presents an analysis of how the viewing practices of the students compare with the ..