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- Communicare : Journal for Communication Sciences in Southern Africa
- OA African Journal Archive
- Volume 4, Issue 2, 1985
Communicare : Journal for Communication Sciences in Southern Africa - Volume 4, Issue 2, 1985
Volumes & issues
Volume 4, Issue 2, 1985
Author H.J. HsiaSource: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 5 –25 (1985)More Less
International communication today is typified by the southern flow of information, from the northern hemisphere to the southern hemisphere, dominated by the developed nations in information gathering and dissemination, and Intensified by technological advances in communication in the last two decades. The Incessant cries of ""cultural imperialism,"" "" cultural domination,"" and ""cultural invasion"" echoing from Africa, Asia, the Middle East, and Latin America have precipitated a rigid control of communication in many developing countries. The imbalance of communication flow, castigated, and denounced by every developing country, is considered to be the source of all evils, ranging from the failure of politico-economical policies and erosion of social norms and values to street crimes and prostitution; nevertheless, the verdict is still not yet in. This study attempts to illustrate the fundamental problems, to explore the consequences of communication imbalance, and to examine communication dysfunctions In order to provide a set of solutions specifically addressed to the elimination or the reduction of the detrimental effects of communication dysfunctions. In the meantime, evidence is provided to substantiate the contention that communication imbalance can be eventually corrected, not by control but by allowing the free flow of all types of communications. Japan is a typical example: she absorbed the best and discarded the disharmonious features of Chinese and Western civilizations. Further attempts are also made to examine the inherent, natural immunity of cultures against alien concepts and practices. The conclusion is aimed at the battle cries of ï¿½cultural imperialism"": much ado about nothing.
Author H.J. KotzeSource: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 26 –37 (1985)More Less
Author H.C. MaraisSource: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 38 –43 (1985)More Less
On July 2nd 1985 the Human Sciences Research Council released its main report on intergroup relations in South Africa, The South African Society: Realities and Future Prospects. This paper provides an overview of this investigation with specific reference to the role of communication in intergroup relations. The background to this study is first discussed, followed by some of the more salient conclusions contained in the main report. Specific issues concerning communication and intergroup relations are dealt with in conclusion.
Author P.J. VorsterSource: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 44 –50 (1985)More Less
Political Communication as a recently emerged subdiscipline of the Communication Science is rapidly expanding. However, it needs not only to continue its research but also to develop models for further research and theory construction. This paper proposes that in order to get a comprehensive view of the field, a holistic perspective is required. The process of political communication is descriptionbed as a systemic activity. Aspects of a systems approach are discussed and a systems model for political communication is advanced. In this model the major components with its functions are political institutions, the media and the public operating within the qualifying political culture that characterises the system. It is concluded that a systems approach is, at this stage in the development of Political Communication as a field, preferred to more reductionist approaches.
Source: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 51 –57 (1985)More Less
The communication of current affairs like road safety in the mass media creates some problems in multicultural societies like South Africa. In order to evaluate the campaigns in the mass media and the schools during Road Safety Year 1984, two surveys among Black, Coloured, Indian and White children between the ages of 10 and 17 years were undertaken by the HSRC in cooperation with The National Road Safety Council. The first survey was conducted prior to the commencement of Road Safety Year 1984 and the second during September 1984. The results show that there is vast differences between the children of the various population groups with regard to their knowledge of subjects related to road safety and their sources of formal and informal education In this regard. It appears that the electronic media reaches larger audiences than the print media.
Source: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 58 –67 (1985)More Less
The aim of the study was threefold: to establish children's general feelings and responses towards television commercials; to test their knowledge as regards the purpose of commercials and finally, to determine the influence of the different components of television commercials on the child's retention of these. Thirty children in three different age groups were tested. It was established that although children do not always believe the claims that are made, they enjoyed commercials. Furthermore, they generally knew what commercials are about. A final conclusion was that vision is the most important non-verbal component which aided retention of the commercials.
Author Brian McMillanSource: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 68 –72 (1985)More Less
This article discusses how consumers probably arrive at purchase decisions. ltï¿½explains the purchase dynamics which influence the purchase of one product versus another product and one brand versus another brand within a given product category. From understanding how consumers arrive at buying decisions, a model is devised to suggest how those consumers can be approached with advertising and discusses why advertising content and style should be so different for different product categories.
Author Darryl PhillipsSource: Communicare : Journal for Communication Sciences in Southern Africa 4, pp 77 –79 (1985)More Less
Whilst there seems to be a strong commitment by the government to reform the socio-political system, the basic task to market this reform policy to a most diverse electorate still remains at hand. Although ï¿½reform"" may be a somewhat more esoteric and crucial product than soap powder or fast foods, it is no less real. And the marketing principles which apply are no different...