This year marks Communicare's 30th year of publication. Over the past three decades the journal has reflected many disciplinary shifts in philosophy, paradigmatic debates, theoretical paradigms and methodologies. As a scientific publication it has been both criticised and lauded for the (sometimes ideologically contested) platform it has afforded South African researchers and scholars. In the process it has significantly contributed to growing the Southern African body of communication research and knowledge. This contribution was recently digitally preserved through participation in the African Journal Archive, a project undertaken by Sabinet Gateway to promote preservation and access to the research outputs generated by African scholars.
Generation Y consumers have become an important consumer group and, as a result, their perceptions of media credibility has become an important issue for many organisations and media planners. This study explores the credibility of traditional media advertising versus new media advertising, the credibility of broadcast-media advertising versus print-media advertising, the credibility of cellphone advertising versus Internet advertising, and the relationship between the credibility of Internet advertising and likelihood of Generation Y consumers shopping online. The target audience comprises students between the ages of 18 and 30 years at one of the largest residential universities in South Africa. Convenience sampling was used and a total of 1 345 questionnaires were completed. Some of the results indicate that Generation Y consumers rate the credibility of traditional media higher than new media and that print media has higher credibility ratings compared with broadcast media.
Targeted audiences do not always comprehend HIV / AIDS visual campaigns that are meant to educate and inform, and thus such campaigns do not result in a positive change in behaviour and attitude. This is possibly ascribable to the inappropriate use of graphic imagery and other visual elements in many such campaigns. Even though the cost of the ineffective use of graphic images in information and awareness might be difficult to calculate - especially with regard to health-related problems in which lives are involved, - the effectiveness of any visual health-communication material in terms of meaningful learning, comprehension or retention can nevertheless be determined by means of post-testing.
In this study, the comprehension of the loveLife outdoor campaign material was thus post-tested amongst 301 subjects from five high schools in both urban and rural areas. The study set out to determine the subjects' comprehension of both the messages and the graphic imagery and evaluated the material for self-efficacy. The results indicate that suitable graphic imagery fosters message comprehension, that inappropriate imagery inhibits comprehension, and that realistic and appropriate imagery is preferred to abstract and representational imagery. In addition, it was found that familiar images are a vehicle towards improved comprehension of HIV / AIDS messages.
In South Africa, advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the potential of the mobile environment as a catalyst for enabling the use of advergaming as a viral marketing tool in South Africa and proposes a theoretical model derived from an analysis of existing literature and observation, for operationalising mobile advergaming.
This paper is a communication-oriented, ecological interpretation of James Cameron's recent film, Avatar, and of John Hillcoat's The Road - two films that address the current global ecological crisis very differently. By 'ecological' is meant that - in the case of Avatar - the film is ecologically significant in its stressing of the vital interconnectedness of all living beings both with one another and with their inorganic environment. The question of how this ecological stance is cinematically articulated in Avatar, in science-fictional terms, is all important, because a communicational failure in this regard would fall short of imparting to audiences the potential outcome of the continuing destruction of ecosystems, comparatively speaking, on Earth. In The Road the ecological dimension is encountered very differently, because the cinematic-communicational means employed function in a register at odds with that utilised in Avatar. The point of this paper is to explore the communicational differences, including the one regarding cinematic-communicational register, between the two films, regardless of the fact that, arguably, they promote the same ecological insights.