Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.7
A. Van, Niekerk
Consumer brands are prioritising pro-environmental reputations in response to growing consumer concern. Socalled green consumers are being targeted with buzzwords including sustainability, biodegradability, recycling and upcycling. Print advertising in South African media reflects this trend. This study mobilises a discursive taxonomy to examine particular dimensions of such advertising. The study interprets the findings thus extrapolated by suggesting a distinction between two types of green advertising: green branding and green washing in South African print media.
{"title":"THE “CURRENCY” OF CULTIVATING A GREEN BRAND: REPRESENTATION PRACTICES FOR GREEN BRANDING AND GREEN WASHING IN PRINT MAGAZINE ADVERTISING IN SOUTH AFRICA","authors":"A. Van, Niekerk","doi":"10.18820/24150525/comm.v25.7","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.7","url":null,"abstract":"Consumer brands are prioritising pro-environmental reputations in response to growing consumer concern. Socalled green consumers are being targeted with buzzwords including sustainability, biodegradability, recycling and upcycling. Print advertising in South African media reflects this trend. This study mobilises a discursive taxonomy to examine particular dimensions of such advertising. The study interprets the findings thus extrapolated by suggesting a distinction between two types of green advertising: green branding and green washing in South African print media.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42093475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.8
{"title":"THE NEW NORMAL, LESBIAN AND GAY THEMED ADVERTISEMENTS IN THE MAINSTREAM – EXPLORING HETEROSEXUAL RESPONSES TO LESBIAN AND GAY THEMED ADVERTS IN SOUTH AFRICA","authors":"","doi":"10.18820/24150525/comm.v25.8","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.8","url":null,"abstract":"","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47161121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.12
Mvuzo Ponono
Relating the phenomenon to the South African context, this article investigates current debates about fake news – especially American (US) insights that covered the rise of Donald Trump. In taking this route, the article provides an exploratory overview of current debates on fake news and the variations that have emerged in South Africa. The article does not aim to provide a detailed content analysis of fake or spoof websites. Rather, the aim is to draw from insights that have emerged from the international debates, and use what is relevant to understand a very specific set of socio-political circumstances. Within this framework, and in the aftermath of misinformation scandals such as the ongoing Covid-19 pandemic, the ANC War Room and the Bell-Pottinger smear campaign, the question that is asked is what implications the current debates on fake news have for South Africa. How do we understand these insights in the context of histories of conflict and high inequality? The article concludes that the prominence of fake news could serve to demonstrate mainstream media’s service to a particular ideological position at the expense of others in transitional societies with multiple viewpoints.
{"title":"FAKE NEWS, ALTERNATIVE FACTS, FICTION, FACTION – CONTESTING THE ‘TRUE’ STORY","authors":"Mvuzo Ponono","doi":"10.18820/24150525/comm.v25.12","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.12","url":null,"abstract":"Relating the phenomenon to the South African context, this article investigates current debates about fake news – especially American (US) insights that covered the rise of Donald Trump. In taking this route, the article provides an exploratory overview of current debates on fake news and the variations that have emerged in South Africa. The article does not aim to provide a detailed content analysis of fake or spoof websites. Rather, the aim is to draw from insights that have emerged from the international debates, and use what is relevant to understand a very specific set of socio-political circumstances. Within this framework, and in the aftermath of misinformation scandals such as the ongoing Covid-19 pandemic, the ANC War Room and the Bell-Pottinger smear campaign, the question that is asked is what implications the current debates on fake news have for South Africa. How do we understand these insights in the context of histories of conflict and high inequality? The article concludes that the prominence of fake news could serve to demonstrate mainstream media’s service to a particular ideological position at the expense of others in transitional societies with multiple viewpoints.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46401854","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.4
R. D. L. Harpe
This article proposes a conceptual model where the consumer of an information service is invisible to the service provider when using an online platform. The volume of information is increasing at an alarming rate and with the trend towards self-management of one’s own health it is possible for people to seek information relevant to their needs. Without understanding the situation that causes the information need and how the information user as a cognitive actor makes sense of this need, the process of seeking information and how value is created towards an information goal, the provision of relevant quality information remains complex. An added complexity is the use of online platforms to facilitate the information service where users now interact with technology, information and humans through the platform. An existing online service provider, typical of a volunteer-based organisation in an underserved context, is used as the case. The article presents how the service provider uses the data generated by the system to understand the invisible user. The proposed conceptual model is derived from related literature and is used to present the empirical case.
{"title":"VOLUNTEER-BASED ONLINE INFORMATION SERVICES TO INVISIBLE USERS IN UNDERSERVED CONTEXTS","authors":"R. D. L. Harpe","doi":"10.18820/24150525/comm.v25.4","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.4","url":null,"abstract":"This article proposes a conceptual model where the consumer of an information service is invisible to the service provider when using an online platform. The volume of information is increasing at an alarming rate and with the trend towards self-management of one’s own health it is possible for people to seek information relevant to their needs. Without understanding the situation that causes the information need and how the information user as a cognitive actor makes sense of this need, the process of seeking information and how value is created towards an information goal, the provision of relevant quality information remains complex. An added complexity is the use of online platforms to facilitate the information service where users now interact with technology, information and humans through the platform. An existing online service provider, typical of a volunteer-based organisation in an underserved context, is used as the case. The article presents how the service provider uses the data generated by the system to understand the invisible user. The proposed conceptual model is derived from related literature and is used to present the empirical case.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45269935","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.6
Vuyelwa C. Mashwama, T. Chuchu, Eugine Tafadzwa Maziriri
Fictional spokes-characters in promotion and marketing communication are becoming more popular with brands. This study examined the impact spokes-characters have on the brands they endorse. Celebrities have been used as endorsers since the late nineteenth century and marketers have established that they are one of the most effective methods of advertising. The popularity of celebrity endorsements springs from the numerous benefits that companies experience by employing them. The contribution of this study is in addressing an area in marketing that looks at consumer perceptions of spokes-characters, how these consumer views influence their perceptions of advertisements and brands that use spokes-characters, and ultimately the influence on purchase intention. The study surveyed 260 consumers in the Braamfontein business district of Johannesburg, South Africa. The study found that consumers are in favour of spokes-characters and advertisements that use spokes-characters. Moreover, the researchers concluded that only a spokes-character’s attractiveness and expertise influence attitudes toward the advertisement and a spokes-character’s trust influences attitudes toward the brand. In addition, the study found that individually, both attitude variables have a positive effect on purchase; however, the relationship between the attitude towards the advertisement and the attitude towards the brand tended to be stronger.
{"title":"FICTIONAL SPOKES-CHARACTERS IN BRAND ADVERTISEMENTS AND COMMUNICATION: A CONSUMER’S PERSPECTIVE","authors":"Vuyelwa C. Mashwama, T. Chuchu, Eugine Tafadzwa Maziriri","doi":"10.18820/24150525/comm.v25.6","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.6","url":null,"abstract":"Fictional spokes-characters in promotion and marketing communication are becoming more popular with brands. This study examined the impact spokes-characters have on the brands they endorse. Celebrities have been used as endorsers since the late nineteenth century and marketers have established that they are one of the most effective methods of advertising. The popularity of celebrity endorsements springs from the numerous benefits that companies experience by employing them. The contribution of this study is in addressing an area in marketing that looks at consumer perceptions of spokes-characters, how these consumer views influence their perceptions of advertisements and brands that use spokes-characters, and ultimately the influence on purchase intention. The study surveyed 260 consumers in the Braamfontein business district of Johannesburg, South Africa. The study found that consumers are in favour of spokes-characters and advertisements that use spokes-characters. Moreover, the researchers concluded that only a spokes-character’s attractiveness and expertise influence attitudes toward the advertisement and a spokes-character’s trust influences attitudes toward the brand. In addition, the study found that individually, both attitude variables have a positive effect on purchase; however, the relationship between the attitude towards the advertisement and the attitude towards the brand tended to be stronger.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47011468","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.11
Patrick Mupambwa, N. Chiliya
1 ABSTRACT Electronic marketing has transformed marketing practices. However, the acceptance of e-marketing applications and principles in churches has been moderate. This study examined the predictors of e-marketing adoption among Zimbabwean churches. The study was quantitative in nature, and a positivist orientation was adopted. Two hundred and fifty self-administered questionnaires were distributed to clergymen from various churches in Zimbabwe. Structural equation modelling using Smart PLS software was employed during the data analysis phase. Both descriptive and inferential statistics were manipulated in this study. The results indicate that marketing orientation, marketing innovation, church youth marketing, competitive intensity, and dynamic marketing capabilities have a significant influence on e-marketing orientation among Zimbabwean churches. Lastly, e-marketing orientation spurs an increase in religiosity and spirituality of church members. predictors of adoption amongst
{"title":"PREDICTORS OF E-MARKETING ADOPTION BY ZIMBABWEAN CHURCHES","authors":"Patrick Mupambwa, N. Chiliya","doi":"10.18820/24150525/comm.v25.11","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.11","url":null,"abstract":"1 ABSTRACT Electronic marketing has transformed marketing practices. However, the acceptance of e-marketing applications and principles in churches has been moderate. This study examined the predictors of e-marketing adoption among Zimbabwean churches. The study was quantitative in nature, and a positivist orientation was adopted. Two hundred and fifty self-administered questionnaires were distributed to clergymen from various churches in Zimbabwe. Structural equation modelling using Smart PLS software was employed during the data analysis phase. Both descriptive and inferential statistics were manipulated in this study. The results indicate that marketing orientation, marketing innovation, church youth marketing, competitive intensity, and dynamic marketing capabilities have a significant influence on e-marketing orientation among Zimbabwean churches. Lastly, e-marketing orientation spurs an increase in religiosity and spirituality of church members. predictors of adoption amongst","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43454188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.1
Radio astronomy projects require large open spaces with minimal radio frequency interference, light and air pollution. Often, indigenous minorities such as the San in South Africa and the Wajarri Aboriginal peoples in Western Australia live on this land or have cultural rights to the land. Communication and engagement challenges with these stakeholders include language, culture, cultural heritage and stakeholder expectations. This study shows how the Square Kilometre Array South Africa (SKA SA) used the narratives and indigenous knowledge of astronomy of the San peoples of South Africa to facilitate some stakeholder engagement. These narratives were originally documented by Bleek and Lloyd (1911). Different versions of these narratives are still being told in the Central Karoo region of South Africa by the descendants of the San people. The key finding was that narratives are an effective method of creating a communication and engagement platform and for fostering collaboration, particularly for astronomy projects where the establishment of common ground among stakeholders could be challenging. The study concluded that it is important for astronomy projects and science communication to invest in indigenous knowledge systems and to preserve and recover cultural heritage as far as possible for the benefit of future research. In this way, beneficial stakeholder collaboration can be facilitated and progress can be made towards the achievement of global sustainability goals.
{"title":"STAR STORIES: USING INDIGENOUS KNOWLEDGE FOR STAKEHOLDER ENGAGEMENT","authors":"","doi":"10.18820/24150525/comm.v25.1","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.1","url":null,"abstract":"Radio astronomy projects require large open spaces with minimal radio frequency interference, light and air pollution. Often, indigenous minorities such as the San in South Africa and the Wajarri Aboriginal peoples in Western Australia live on this land or have cultural rights to the land. Communication and engagement challenges with these stakeholders include language, culture, cultural heritage and stakeholder expectations. This study shows how the Square Kilometre Array South Africa (SKA SA) used the narratives and indigenous knowledge of astronomy of the San peoples of South Africa to facilitate some stakeholder engagement. These narratives were originally documented by Bleek and Lloyd (1911). Different versions of these narratives are still being told in the Central Karoo region of South Africa by the descendants of the San people. The key finding was that narratives are an effective method of creating a communication and engagement platform and for fostering collaboration, particularly for astronomy projects where the establishment of common ground among stakeholders could be challenging. The study concluded that it is important for astronomy projects and science communication to invest in indigenous knowledge systems and to preserve and recover cultural heritage as far as possible for the benefit of future research. In this way, beneficial stakeholder collaboration can be facilitated and progress can be made towards the achievement of global sustainability goals.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48758149","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.18820/24150525/comm.v25.2
Lesego Radebe
1 ABSTRACT Diabetes awareness amongst indigenous language groups needs to be presented in a culturally sensitive manner. This study presents the use of traditional folk media to convey diabetes messages to adults attending public health care services in a sub-district in the Free State province of South Africa. A quasi-experimental pre-test post-test design was employed and random sampling of public health care services (n=26) was done in order to sample three services for control/experimental sites respectively. Conveniently selected participants (n=183) underwent pre and 4-week post-testing using questionnaires. Experimental group participants received six key diabetes messages conveyed via storytelling (n=2), poetry (n=2), and song/ dance (n=2). The profile of participants in both groups was similar. Responses to messages from pre-test to 4-week post within the experimental group for storytelling, poetry, song and dance were statistically significant. Comparing the experimental and control group change from pre-test to 4-week post, statistically significant differences were found for one message using storytelling and another using poetry. The authors conclude that traditional folk media can be used to raise diabetes awareness among indigenous language groups.
{"title":"THE USE OF TRADITIONAL FOLK MEDIA TO CONVEY DIABETES MELLITUS MESSAGES AT PUBLIC HEALTH CARE SERVICES","authors":"Lesego Radebe","doi":"10.18820/24150525/comm.v25.2","DOIUrl":"https://doi.org/10.18820/24150525/comm.v25.2","url":null,"abstract":"1 ABSTRACT Diabetes awareness amongst indigenous language groups needs to be presented in a culturally sensitive manner. This study presents the use of traditional folk media to convey diabetes messages to adults attending public health care services in a sub-district in the Free State province of South Africa. A quasi-experimental pre-test post-test design was employed and random sampling of public health care services (n=26) was done in order to sample three services for control/experimental sites respectively. Conveniently selected participants (n=183) underwent pre and 4-week post-testing using questionnaires. Experimental group participants received six key diabetes messages conveyed via storytelling (n=2), poetry (n=2), and song/ dance (n=2). The profile of participants in both groups was similar. Responses to messages from pre-test to 4-week post within the experimental group for storytelling, poetry, song and dance were statistically significant. Comparing the experimental and control group change from pre-test to 4-week post, statistically significant differences were found for one message using storytelling and another using poetry. The authors conclude that traditional folk media can be used to raise diabetes awareness among indigenous language groups.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48554723","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-12-12DOI: 10.18820/24150525/comm.v24.11
Salusiwe Qomfo, N. Chiliya, T. Chuchu, Eugine Tafadzwa Maziriri, Tinashe Ndoro
1 ABSTRACT Twitter as a communication medium has revolutionised the way in which messages are sent and received due to its immediacy and reach. This study investigated the extent to which Twitter was utilised as an effective communication tool for raising tuition funds at a selected university in South Africa. The research was quantitative in nature, adopting the survey methodology, were willing, randomly selected participants completed a questionnaire on campus. Non-probability sampling was used in selecting these participants due to the difficulty of obtaining a sampling frame. A total of 380 surveys were returned and used for analysis and insights. Descriptive statistics and structural equation modelling were conducted to generate results using SPSS 25 and AMOS 25 respectively. A key finding established that ‘perceived ease of use Twitter’ and ‘perceived usefulness Twitter’ were the most correlated constructs regarding its effectiveness in raising funds. Based on the findings, implications emerged as well as interesting insights into how students perceive Twitter as a viable tool for raising tuition fees. The limitations of the study were highlighted. Lastly, further research suggestions were proposed. loans, with the perceived usefulness, intention to use, and actual use of Twitter. This variable refers to how students have found alternative routes to finance their studies, rather than relying on the systems currently in place such as bursaries, NSFAS and loans.
{"title":"PERCEPTIONS OF THE EFFECTIVENESS OF TWITTER AS A CROWDFUNDING COMMUNICATION TOOL FOR RAISING UNIVERSITY FEES","authors":"Salusiwe Qomfo, N. Chiliya, T. Chuchu, Eugine Tafadzwa Maziriri, Tinashe Ndoro","doi":"10.18820/24150525/comm.v24.11","DOIUrl":"https://doi.org/10.18820/24150525/comm.v24.11","url":null,"abstract":"1 ABSTRACT Twitter as a communication medium has revolutionised the way in which messages are sent and received due to its immediacy and reach. This study investigated the extent to which Twitter was utilised as an effective communication tool for raising tuition funds at a selected university in South Africa. The research was quantitative in nature, adopting the survey methodology, were willing, randomly selected participants completed a questionnaire on campus. Non-probability sampling was used in selecting these participants due to the difficulty of obtaining a sampling frame. A total of 380 surveys were returned and used for analysis and insights. Descriptive statistics and structural equation modelling were conducted to generate results using SPSS 25 and AMOS 25 respectively. A key finding established that ‘perceived ease of use Twitter’ and ‘perceived usefulness Twitter’ were the most correlated constructs regarding its effectiveness in raising funds. Based on the findings, implications emerged as well as interesting insights into how students perceive Twitter as a viable tool for raising tuition fees. The limitations of the study were highlighted. Lastly, further research suggestions were proposed. loans, with the perceived usefulness, intention to use, and actual use of Twitter. This variable refers to how students have found alternative routes to finance their studies, rather than relying on the systems currently in place such as bursaries, NSFAS and loans.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2019-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42071955","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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