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- Communicatio : South African Journal of Communication Theory and Research
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- Volume 31, Issue 1, 2005
Communicatio : South African Journal of Communication Theory and Research - Volume 31, Issue 1, 2005
Volume 31, Issue 1, 2005
Author Pieter DuvenageSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 1 –12 (2005)More Less
Habermas's major early work, <I>The structural transformation of the public sphere</I>, is the focus of this contribution. A brief intellectual sketch of Habermas is provided and against this background his work is discussed. Habermas's relatively optimistic picture of the historical development of the bourgeois public sphere is reconstructed. Here a normative ideal of the public sphere is connected with a claim to public reason. In <I>The structural transformation of the public sphere</I> Habermas provides a view of the decline of the public sphere in a post-liberal era of market manipulation - a view that was strongly influenced by Adorno and Horkheimer. Some of the critical perspectives on Habermas's concept of the public sphere are discussed with the view to providing a framework in which his work can be critically revisited in the current mediatised and technocultural age.
Towards linking normative theory, communication policy and audiences in South African communication research : communication, cultural and media studiesAuthor Pieter J. FourieSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 13 –32 (2005)More Less
In this article the need to revisit South African normative media theory and communication policy against the background of fundamental audience research is emphasised. This is done in view of the postmodernist argument that 'classic' normative media theory is no longer suitable as a yardstick for the measurement of media performance, quality and ethics in postmodern societies, and in a changing media landscape. Bearing in mind that South Africa cannot be fully characterised as a postmodernist and advanced capitalist society, but based on the nature of its First World media system functioning in a multi-cultural, multi-racial, multi-ethnic and multi-linguistic society, the tendency to see <I>ubuntuism</I> as a point of departure for such revision is questioned. This is done in favour of an approach in which <I>difference</I> and <I>diversity</I> are acknowledged, including the different roles the media can play and the different forms in which it can (and do) contribute to social responsibility. As far as policy research is concerned, it is emphasised that such research should be based on normative theory about the role of the media in South African society. If not, South African communication policy will continue to be fragmented and responsive to mainly technological developments and opportunities, instead of being based on communicative goals and needs. This article concludes by emphasising that both normative theory and policy should be based on fundamental audience research, which is argued to be neglected in South African communication research.
Paradigm, position and partnerships : difference in communication studies : communication, cultural and media studiesAuthor Keyan G. TomaselliSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 33 –48 (2005)More Less
Cultural and media studies' (CMS) relationship with communication science has sometimes seemed a little dogmatic, and its tone a result of its equal insistence that scientific law always necessarily serves sectional interests. This article sets up a dialogue between the two paradigms, while arguing for caution in accepting `positivist' epistemology premised on the natural sciences. Cultural and media studies stress critique and interpretation over hypothesis testing, measuring and describing. Quantitative scholars, conversely, are reluctant to admit qualitative methods, fearing implicit subjectivity. This article critically examines these oppositions in the context of approaches to South African communication studies.
Debating the media, shaping identity : postcolonial discourse and public criticism : communication, cultural and media studiesAuthor Herman WassermanSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 49 –60 (2005)More Less
Since democratisation of South Africa in the 1990s, the media has undergone change in a number of areas. Apart from the changes related to ownership, editorial staff and content, the media's position within society in general and in relation to government has also generated much debate. On several occasions these debates brought the media sector into conflict with the new government. This article argues that these debates have led to the emergence of a media discourse that also contributes to the construction of new social identities within post-apartheid South Africa. To illustrate this, some key statements on the role of the media in post-apartheid South Africa made by the South African president and the ruling party during 2002-04 are analysed. The question put forward is whether these statements cannot only be read normatively, that is, as a way of repositioning the media within a new democratic society, but also have bearing on the construction of post-apartheid identities.
Stemming the HIV / AIDS epidemic in South Africa : are our HIV / AIDS campaigns failing us? : health communicationAuthor Piet SwanepoelSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 61 –93 (2005)More Less
Media-based campaigns are critical tools in changing the behaviours that are fuelling the HIV / AIDS epidemic in South Africa. However, given the absence of an effective behaviour-change response in the face of the epidemic, many have come to doubt the efficacy of these campaigns. Campaign designers who profess to using best-practice principles in designing HIV / AIDS campaigns also report that although some of these campaigns book changes in beliefs and attitudes, they seldom have a significant effect on the behaviours that are fuelling the epidemic. <BR>This situation raises a number of general questions with regard to South African HIV / AIDS campaigns: How effective are media-based campaigns in general in changing health-related behaviours? Are South African HIV / AIDS campaigns successful or not? If not, why not, and what could be done to optimise their efficacy? What aspects of South African HIV / AIDS campaigns contribute to their efficacy and could be up-scaled in future campaigns? <BR>This article provides a critical analysis of the processes followed in the design of the Living Positively Campaign and of the design features of the messaging of the booklet <I>Living positively with HIV and AIDS.</I> This analysis clearly indicates that despite claims by campaign designers of adherence to best-practice heuristics, very few of them are implemented in the design of HIV / AIDS campaigns.
The case for `face-time' in a computer-mediated global economy : organisational and marketing communicationAuthor Terri GrantSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 94 –106 (2005)More Less
The advent of computer-mediated communications has put traditional interpersonal communications such as face-to-face (FtF) communication under scrutiny. Are these traditional channels becoming obsolete and, if so, are we, as communication teachers and practitioners, teaching our students appropriate and relevant communication skills for the global economy? <BR>A communication needs analysis in business, conducted at the University of Cape Town (UCT) during 2001/02, found that the underlying assumption regarding obsolescence of traditional communication channels was, for the most part, unfounded. Although written business communications have changed dramatically with the advent of e-mail, FtF oral communication is still preferred by student, staff and professional respondents overall. Reasons for the popularity of `face-time' as espoused in the literature were confirmed in this study. Although respondents urged teachers to `stick to the basics', most acknowledged the role and impact of electronic and cellular communication in modern-day communications. Rather than advocating an either-or scenario, respondents recommended a complementary high- and low-technology approach to communicative competence, especially in South Africa with its First and Third-World characteristics.
Integrated Web-based marketing communication : an institutional tracking study : organisational and marketing communicationSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 107 –121 (2005)More Less
Online media have had a great impact on communications and given birth to new paradigms of marketing and marketing communication. Most significant amongst these is the paradigm of integration. Web-based communication permits comprehensive integration and it has raised integration to the status of a business imperative. If integration is indeed so central to the success of the corporate endeavour it becomes increasingly important to evaluate its application and quality. This article explores the assessment of Web-based marketing communication integration. Integrated Web-based marketing communication (IWMC) is conceptualised and the theoretical assumptions of integration are related to Web-based communication. The methodology of the investigation, the analysis of the data and the results of the tracking study are presented and discussed.
The importance of communicating cause-related marketing (CRM) strategies in South Africa : organisational and marketing communicationSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 122 –140 (2005)More Less
Hierdie artikel lewer 'n betoog aan Suid-Afrikaanse sakeondernemings om 'n saakverwante bemarkingstrategie (cause-related marketing (CRM) strategy) te ontwikkel waarvolgens ondernemings-, sosiale investerings- en gemeenskapsverantwoordelikheidsdoelwitte gesamentlik bevorder word. Bemarkingskommunikasie staan sentraal tot die bereiking van soÂ 'n strategie. Kommunikasie van 'n geõÈntegreerde kooÈ peratiewe sosiale verantwoordelikheidstrategie binne sowel as buite 'n sakeonderneming is uiters belangrik aangesien dit begrip en bewustheid onder werknemers, verbruikers en ander belangegroepe ten opsigte van 'n sakeonderneming se sosiale verantwoordelikhede en produkte en dienste kweek. SoÂ 'n strategie het ook die potensieÈ le voordeel om 'n onderneming se reputasie binne en buite die onderneming te verhoog, verbruikers meer lojaal te maak en ondernemingsverhoudings tussen breeÈ belangegroepe te bevorder. Die noodsaak van kommunikasie van saakverwante bemarkingsstrategieeÈ is voor die hand liggend indien die potensieÈ le voordele van hoeÈ r verbruikersvraag na en verkope van produkte en dienste van maatskaplik verantwoordelike ondernemings en hoeÈ r sosiale investering deur sulke ondernemings in ag geneem word. Hierbenewens kan saakverwante bemarkingstrategieeÈ verdere voorkeurbehandeling deur investeerders meebring wat as uiters noodsaaklik geag word binne 'n hoogs mededingende Suid-Afrikaanse sakeomgewing. End
It is the contention of this article that South African companies should use a cause-related marketing (CRM) strategy to advance their business objectives, and at the same time communicate their involvement in uplifting and investing in society. Communicating corporate socially responsible activities is important for a number of reasons. It is necessary to create awareness and an understanding of current corporate social responsibility (CSR) policies, strategies and attitudes, and to define an integrated strategy for the future. These policies and activities must be communicated internally and externally in order to enhance an organisation's reputation, loyalty and relationship among all stakeholders. This could ultimately lead to potential increases in customer traffic and sales that will positively affect the bottom line and lead to bigger corporate social investments by a company. Besides these advantages, effective cause-related marketing strategies could also secure preferential treatment of investors within a highly competitive business environment. End
Reaffirming the value of the image and its social implications : Shlain and Lacan : visual communicationAuthor Bert OlivierSource: Communicatio : South African Journal of Communication Theory and Research 31, pp 141 –154 (2005)More Less
This article focuses on the issue of the reaffirmation of the value of the image from the perspectives of Shlain's startling uncovering of a connection between the historical rise of alphabet literacy and, concomitantly, patriarchy, on the one hand, and the place of images which, at first blush, seems to indicate a negative evaluation - in poststructuralist, Jacques Lacan's psychoanalytical theory of the subject, on the other. Both perspectives give rise to a number of questions, which I shall explore briefly.