n Communicare : Journal for Communication Sciences in Southern Africa - Editorial




In this issue of , a number of authors explore various aspects of message content in a variety of contexts. The emphasis in this edition is on message-creation strategies as they pertain to contexts that range from the institutional to the personal. It seems particularly relevant to focus on message content amid the emergence of new technology that has enabled the public at large to access and afford new means of interaction and communication via the Internet's intelligent web services and fast broadband. Greater access has resulted in a proliferation of so-called user-generated content that refers to media content created and published by amateur (or non-institutional) communicators who have previously simply been content consumers. Clearly, phenomena such as these specifically challenge institutional communicators to reconsider their message strategies, and to revise top-down approaches to determining message content.


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