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- Communicare : Journal for Communication Sciences in Southern Africa
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- Volume 34, Issue 1, 2015
Communicare : Journal for Communication Sciences in Southern Africa - Volume 34, Issue 1, 2015
Volumes & issues
Volume 34, Issue 1, 2015
Source: Communicare : Journal for Communication Sciences in Southern Africa 34, pp II –III (2015)More Less
No definition of communication is possible without reference to the message as a key component in the process. Almost all definitions of communication reference the importance of mutual understanding, thereby conceptualising communication as much more than a simple process of exchange or transmission that entails coding and decoding. Communication is therefore conceived as a purposeful human activity that entails sharing, and also involves the forming of communicative intent and interpretation. Since communicare means "to share", this is issue of Communicare deals with various aspects of sharing meaning through communication messaging and platforms, such as the measurement of levels of communication satisfaction, and attitudes of consumers towards short messaging services, digital literacy and competencies required to access and process information using digital systems and tools, as well as barriers encountered in communicating preventative health messages in rural settings.
Source: Communicare : Journal for Communication Sciences in Southern Africa 34, pp 1 –26 (2015)More Less
The purpose of the study was to develop a hybrid quantitative audit of organisational communication satisfaction for the public service. In Study One, a two-factor solution was obtained, based on parallel analysis as a factor determination strategy with data obtained from 264 civil servants using a 30 item measure. In Study Two, the items of the new EFA-generated organisational communication satisfaction scale were renumbered consecutively and the scale was cross validated on a new sample of 288 civil servants from the Addis Ababa City Administration. The cross-validation necessitated model respecification and re-estimation. The respecified model underwent validation at different levels. All seven aspects of validity, namely content validity, construct validity, factorial validity, reliability, convergent validity, discriminant validity and nomological validity were addressed and found to be adequate, pointing to a refinement in the measurement of communication satisfaction. However, limitations are also indicated as avenues for further enquiry.
The role played by gender, household income and age in factors contributing to consumers' attitudes towards short message service advertisementsSource: Communicare : Journal for Communication Sciences in Southern Africa 34, pp 27 –48 (2015)More Less
The exponential growth in the use of mobile phones has seen companies investing heavily in mobile marketing to exploit the advertising opportunities presented by this medium. This study investigated the role that gender, household income and age play with regard to factors contributing to the attitudes of consumers towards SMS advertisements. The contributing factors reviewed in this study are content appeal, perceived personalisation, interactivity of SMS advertisements, attitudes towards advertising in general, consumers' innovativeness, perceived consumer knowledge, perceived control, fear of spamming, perceived incentives and location based advertising. A convenience sample was drawn from staff and students of three private institutions of higher learning. The findings indicate that gender, household income and age tend to affect consumers' attitudes towards SMS advertisements. More specifically, of all the contributing factors, household income emerged as the most significant differentiator.
Mapping and auditing digital literacy of civil servants in selected South African government departmentsAuthor B.T. MbathaSource: Communicare : Journal for Communication Sciences in Southern Africa 34, pp 49 –64 (2015)More Less
As digital technology becomes ubiquitous, workers will increasingly need an appropriate set of digital skills to access and process information, using digital systems and tools. Hence, the aim of the study was to map and audit the digital literacy of civil servants in selected South African government departments in KwaZulu-Natal (KZN). Through a survey, four government departments, considered to be central to service delivery, were targeted. To obtain a representative sample, a systematic sampling method was applied. Data were analysed using the SPSS statistical analysis programme. The results suggested that not enough is being done to equip civil servants with the digital literacy skills they require to improve service delivery. As technology changes, so does the need for training in new technologies. Developing digital literacy in the workplace is a definite way for businesses and organisations to increase their work productivity and creativity. It is important to note that digital literacy is an essential requirement for effective and optimal participation in the world's economy. The digital era is not going to disappear, and the need for education to respond to the growing digital tide is rapidly increasing. A digitally literate workforce is crucial if government is serious about improving work productivity and creativity in the public sector.
Uncovering barriers to bilharzia prevention communication in Ugu district, South Africa : lessons learned through participatory communicationSource: Communicare : Journal for Communication Sciences in Southern Africa 34, pp 65 –81 (2015)More Less
Female Genital Schistosomiasis (FGS), commonly referred to as Female Bilharzia (FB), is a prevalent yet socially obscure disease. Caused by a waterborne parasite, it affects millions of people all over the world. Although it is a global health concern, FB is more pervasive in Sub-Saharan Africa. Motivated by the rapid response to treatment as demonstrated by rural Zimbabwean women, an organisation known as the FB Project conducted research exclusively with this group. Based in KwaZulu-Natal's Ugu District (Port Shepstone), the FB Project sought to raise an awareness of, to treat and ultimately eradicate the FB threat. This study investigated the most appropriate communication tools for achieving these goals. In 2012, in-depth semi-structured interviews were conducted with a sample of 20 female teenagers from both rural and urban areas across the Ugu District. Their perceptions of this issue highlighted various sociocultural, economic and logistical constraints to effective FB communication. This paper explores these barriers and the implications they have for realising the project's goals. The opinions that are voiced by the participants underscore the value of adopting a participatory communication approach to addressing a health problem. The researcher's observations are also integrated into the discussion. The responses gathered from the participants were considered as recommendations that could support the design of a contextually-sensitive FB awareness campaign.