Pub Date : 2018-12-17DOI: 10.18820/24150525/COMM.V23.9
Mvuzo Ponono
This article reports on a study that examined the interpretation of mainstream media messages by young people living in Joza, Grahamstown, South Africa. The investigation was prompted by the failure of mainstream media to predict the ANC retaining its electoral dominance in the 2014 national general elections. Instead of falling to the margins as anticipated, the ANC, in areas such as Joza, outstripped its previous share of the vote. The study asked why people living in the township had diverged so drastically from mainstream media predictions. As a theoretical departure point, the study considered that the variation of a black South African township voice is missed by mainstream media because of the sector’s subscription to the idea of a unitary public, which conceals the multiplicity of publics in a fractured country. Through a combination of interviews and participant observation, one of the major findings is that young people in the township of Joza demonstrated that they chose to ignore the messages about the corruption of the ANC. The data suggests that they did so not because of overt racial solidarity, but due to the fact that in a context of high inequality and continued limitations on economic emancipation, the party shone brightly as a vehicle for economic development.
{"title":"Centring the subaltern: Interpreting mainstream media messages in a fractured country","authors":"Mvuzo Ponono","doi":"10.18820/24150525/COMM.V23.9","DOIUrl":"https://doi.org/10.18820/24150525/COMM.V23.9","url":null,"abstract":"This article reports on a study that examined the interpretation of mainstream media messages by young people living in Joza, Grahamstown, South Africa. The investigation was prompted by the failure of mainstream media to predict the ANC retaining its electoral dominance in the 2014 national general elections. Instead of falling to the margins as anticipated, the ANC, in areas such as Joza, outstripped its previous share of the vote. The study asked why people living in the township had diverged so drastically from mainstream media predictions. As a theoretical departure point, the study considered that the variation of a black South African township voice is missed by mainstream media because of the sector’s subscription to the idea of a unitary public, which conceals the multiplicity of publics in a fractured country. Through a combination of interviews and participant observation, one of the major findings is that young people in the township of Joza demonstrated that they chose to ignore the messages about the corruption of the ANC. The data suggests that they did so not because of overt racial solidarity, but due to the fact that in a context of high inequality and continued limitations on economic emancipation, the party shone brightly as a vehicle for economic development.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43892471","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 : 2018-12-17DOI: 10.18820/24150525/COMM.V23.13
Longina Strumska-Cylwik, B. Olivier
With a specific online article as point of departure, this article1 investigates the phenomenon of “bad behaviour” on the part of socalled “celebrities” online. It focuses on the article in question to be able to show what is at stake, namely, the fact that ordinary people are affected by celebrities’ online actions, specifically in the form of either confusion regarding their own behaviour, or by imitating the actions concerned. This is followed by raising questions regarding online behaviour and “normalisation” and exploring these through the work of relevant authors such as Goffman (2006), Maisonneuve (1995), Huizinga (2007) and others, with a view to make sense of the fact that even supposedly shocking behaviour on the part of celebrities seems to be judged in terms of different criteria compared to everyday actions on the part of ordinary people. The role of advanced electronic technology in affecting people’s behaviour is also noted, before turning to Plato and (particularly) Aristotle’s notion of mimesis (imitation) to be able to understand what might be termed the “celebrity effect”. The related question of identification with the images of celebrities is also briefly examined before concluding with a reference to Boorstin’s (1992) famous account of a “celebrity”.
{"title":"What are the implications of celebrities 'behaving badly' online?","authors":"Longina Strumska-Cylwik, B. Olivier","doi":"10.18820/24150525/COMM.V23.13","DOIUrl":"https://doi.org/10.18820/24150525/COMM.V23.13","url":null,"abstract":"With a specific online article as point of departure, this article1 investigates the phenomenon of “bad behaviour” on the part of socalled “celebrities” online. It focuses on the article in question to be able to show what is at stake, namely, the fact that ordinary people are affected by celebrities’ online actions, specifically in the form of either confusion regarding their own behaviour, or by imitating the actions concerned. This is followed by raising questions regarding online behaviour and “normalisation” and exploring these through the work of relevant authors such as Goffman (2006), Maisonneuve (1995), Huizinga (2007) and others, with a view to make sense of the fact that even supposedly shocking behaviour on the part of celebrities seems to be judged in terms of different criteria compared to everyday actions on the part of ordinary people. The role of advanced electronic technology in affecting people’s behaviour is also noted, before turning to Plato and (particularly) Aristotle’s notion of mimesis (imitation) to be able to understand what might be termed the “celebrity effect”. The related question of identification with the images of celebrities is also briefly examined before concluding with a reference to Boorstin’s (1992) famous account of a “celebrity”.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42137699","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 : 2018-12-17DOI: 10.18820/24150525/COMM.V23.3
Millicent Mavimbela, D. Conradie, Hb Dondolo
Social media holds important implications for the public relations profession. Researchers have identified many benefits that could be reaped when social media is used by organisations for public relations activities. However, there also are many challenges. According to Phillips’ model of digital communication tools there are four variables associated with the benefits and challenges of using social media. This study investigated, by means of an online questionnaire survey, the perceptions of a randomly drawn sample of Gauteng-based public relations practitioners regarding such challenges and benefits. The results revealed that Twitter and Facebook are the most preferred social media for engaging with stakeholders. Further, it was found that when social media is used for purposes of public relations actions, public relations practitioners tend to perceive the possible social media benefits associated with the four variables to be more salient (or at least equally salient) than the possible social media challenges associated with the variables of this model.
{"title":"Perceived benefits and challenges regarding the use of social media for public relations activities","authors":"Millicent Mavimbela, D. Conradie, Hb Dondolo","doi":"10.18820/24150525/COMM.V23.3","DOIUrl":"https://doi.org/10.18820/24150525/COMM.V23.3","url":null,"abstract":"Social media holds important implications for the public relations profession. Researchers have identified many benefits that could be reaped when social media is used by organisations for public relations activities. However, there also are many challenges. According to Phillips’ model of digital communication tools there are four variables associated with the benefits and challenges of using social media. This study investigated, by means of an online questionnaire survey, the perceptions of a randomly drawn sample of Gauteng-based public relations practitioners regarding such challenges and benefits. The results revealed that Twitter and Facebook are the most preferred social media for engaging with stakeholders. Further, it was found that when social media is used for purposes of public relations actions, public relations practitioners tend to perceive the possible social media benefits associated with the four variables to be more salient (or at least equally salient) than the possible social media challenges associated with the variables of this model.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46279674","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 : 2018-12-17DOI: 10.18820/24150525/comm.v23.14
Natalie le Clue, Janelle Vermaak
In the Brothers Grimm 1812 folklore version of the Snow White story, the Evil Queen is the main antagonist in the narrative. However, over time, as methods of storytelling have advanced, the Evil Queen has undergone numerous transformations in the manner in which she is portrayed and the medium through which her story is presented. Several scholars have undertaken the study of these changing narrative portrayals, from folklore to fairy tale, of which Zipes (1981; 2006) is arguably the most prominent. This article investigates how the Evil Queen’s character evolution and transformation has altered fan perception. Jenkins’ theory of participatory culture serves as the theoretical basis for this analysis. Several online sources, including the Once Upon A Time Fan Blog, and the Spoiler TV Plus page on spoilertv.com, have been selected for analysis, as these provide a satisfactory sample of fans’ perception across a varied spectrum of opinion. At the hand of six themes ranging from “dislike” to “acceptance”, the article argues that the developing discourse and narrative of the character as depicted in the Once upon a time television series (2011) played a role in the evolution of fans’ perception of the character of the Evil Queen.
{"title":"Perception is the fairest of them all: Online fan perception of Once Upon A Time's Evil Queen","authors":"Natalie le Clue, Janelle Vermaak","doi":"10.18820/24150525/comm.v23.14","DOIUrl":"https://doi.org/10.18820/24150525/comm.v23.14","url":null,"abstract":"In the Brothers Grimm 1812 folklore version of the Snow White story, the Evil Queen is the main antagonist in the narrative. However, over time, as methods of storytelling have advanced, the Evil Queen has undergone numerous transformations in the manner in which she is portrayed and the medium through which her story is presented. Several scholars have undertaken the study of these changing narrative portrayals, from folklore to fairy tale, of which Zipes (1981; 2006) is arguably the most prominent. This article investigates how the Evil Queen’s character evolution and transformation has altered fan perception. Jenkins’ theory of participatory culture serves as the theoretical basis for this analysis. Several online sources, including the Once Upon A Time Fan Blog, and the Spoiler TV Plus page on spoilertv.com, have been selected for analysis, as these provide a satisfactory sample of fans’ perception across a varied spectrum of opinion. At the hand of six themes ranging from “dislike” to “acceptance”, the article argues that the developing discourse and narrative of the character as depicted in the Once upon a time television series (2011) played a role in the evolution of fans’ perception of the character of the Evil Queen.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49185398","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 : 2018-12-17DOI: 10.18820/24150525/COMM.V23.12
K. Onyenankeya, A. Salawu
Water conservation efforts have become increasingly important as spiralling population figures and snowballing economic development continue to pile pressure on fresh water resources across the world. In South Africa there are a number of water conservation initiatives to ensure optimal use of dwindling water resources. But not all citizens, particularly in rural communities, consider water conservation a social priority. The apathy has been attributed to the failure of current conservation communication to galvanise people in a way that they come to regard conserving water as a critical factor in achieving sustainable water use. The water conservation efforts rely heavily on persuasive communication, which encourages rural residents to take on new behaviours adjudged beneficial by the promoting agencies, often without seeking their commitment and understanding or appreciating the sociocultural dynamics underpinning their water use behaviour. This study used the participatory action approach to explore the effectiveness of indigenous media in engaging and mobilising rural residents on water conservation initiatives. Given its grassroots nature and interpersonal attributes, indigenous media provide a communication approach with the potential to negotiate the issues around water conservation.
{"title":"Negotiating water conservation communication through indigenous media","authors":"K. Onyenankeya, A. Salawu","doi":"10.18820/24150525/COMM.V23.12","DOIUrl":"https://doi.org/10.18820/24150525/COMM.V23.12","url":null,"abstract":"Water conservation efforts have become increasingly important as spiralling population figures and snowballing economic development continue to pile pressure on fresh water resources across the world. In South Africa there are a number of water conservation initiatives to ensure optimal use of dwindling water resources. But not all citizens, particularly in rural communities, consider water conservation a social priority. The apathy has been attributed to the failure of current conservation communication to galvanise people in a way that they come to regard conserving water as a critical factor in achieving sustainable water use. The water conservation efforts rely heavily on persuasive communication, which encourages rural residents to take on new behaviours adjudged beneficial by the promoting agencies, often without seeking their commitment and understanding or appreciating the sociocultural dynamics underpinning their water use behaviour. This study used the participatory action approach to explore the effectiveness of indigenous media in engaging and mobilising rural residents on water conservation initiatives. Given its grassroots nature and interpersonal attributes, indigenous media provide a communication approach with the potential to negotiate the issues around water conservation.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41709781","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 : 2018-12-17DOI: 10.18820/24150525/COMM.V23.6
Yolandi Slabbert
This article presents a new concept, “co-Change-orientated Communication” (co-COC), to address the need for theoretical developments beyond mainstream assumptions by drawing from contemporary, critical developments in strategic communication. A two-phased, qualitative methodological strategy was employed. Firstly, a thematic analysis of a sample of literature according to specific parameters and contextual bases was conducted. Secondly, to identify an exemplar for co-COC, a document analysis was done of selected 2016 Fortune “Change-the-World” organisations’ annual and sustainability reports. In congruence with the themes of the literature, the document analysis revealed that co-COC is a bottom-up concept and elicits the attributes of meaningful dialogue, employee engagement, collaboration and co-creation, and encourages dissent. To realise the implementation of co-COC, the document analysis indicated the antecedents of stakeholder engagement, organisational agility, leadership agility and a change-able culture. co-COC contributes to the body of knowledge on strategic and change communication and serves as a heuristic for future research. Furthermore, co- COC provides theoretical development beyond the conventional, which not only affirms the critical role of change communication in the successful management of change, but could also assist communication professionals to realise the need for the inclusion of contemporary developments in strategic communication.
{"title":"Co-change-oriented communication: A collaborative approach to making sense of change","authors":"Yolandi Slabbert","doi":"10.18820/24150525/COMM.V23.6","DOIUrl":"https://doi.org/10.18820/24150525/COMM.V23.6","url":null,"abstract":"This article presents a new concept, “co-Change-orientated Communication” (co-COC), to address the need for theoretical developments beyond mainstream assumptions by drawing from contemporary, critical developments in strategic communication. A two-phased, qualitative methodological strategy was employed. Firstly, a thematic analysis of a sample of literature according to specific parameters and contextual bases was conducted. Secondly, to identify an exemplar for co-COC, a document analysis was done of selected 2016 Fortune “Change-the-World” organisations’ annual and sustainability reports. In congruence with the themes of the literature, the document analysis revealed that co-COC is a bottom-up concept and elicits the attributes of meaningful dialogue, employee engagement, collaboration and co-creation, and encourages dissent. To realise the implementation of co-COC, the document analysis indicated the antecedents of stakeholder engagement, organisational agility, leadership agility and a change-able culture. co-COC contributes to the body of knowledge on strategic and change communication and serves as a heuristic for future research. Furthermore, co- COC provides theoretical development beyond the conventional, which not only affirms the critical role of change communication in the successful management of change, but could also assist communication professionals to realise the need for the inclusion of contemporary developments in strategic communication.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":"1 1","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41683748","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 : 2018-12-17DOI: 10.18820/24150525/COMM.V23.4
Juran van Heerden, R. Rensburg
The main objective of the research reported in this article was to investigate whether a proposed online reputation management framework can be implemented for an NPO to effect stakeholder engagement in social media content and conversations. The research further assessed whether an NPO can afford greater control of the social web by tracking critical comments and negative publicity and by utilising this information to manage its reputation. The latter was achieved by exploring the Facebook page of a South African trade union, Solidarity, to determine the impact of online conversations on the reputation of the NPO, regardless of the content. A case study methodology was used for the research. The research, which departed from an interpretivist tradition, aimed at analysing the online interactions of stakeholders and their impact on the reputation of the organisation. Data was elicited through interviews with administrators and the content of conversations on Facebook. The latter was analysed through content analysis. The outcomes of the research and the ideas presented in this article might assist NPOs with reputation management by implementing the online reputation management framework as a tool to manage and direct their online content and conversations for improved reputation.
{"title":"Investigating social media conversations: Towards implementing an online reputation management framework for NPOs","authors":"Juran van Heerden, R. Rensburg","doi":"10.18820/24150525/COMM.V23.4","DOIUrl":"https://doi.org/10.18820/24150525/COMM.V23.4","url":null,"abstract":"The main objective of the research reported in this article was to investigate whether a proposed online reputation management framework can be implemented for an NPO to effect stakeholder engagement in social media content and conversations. The research further assessed whether an NPO can afford greater control of the social web by tracking critical comments and negative publicity and by utilising this information to manage its reputation. The latter was achieved by exploring the Facebook page of a South African trade union, Solidarity, to determine the impact of online conversations on the reputation of the NPO, regardless of the content. A case study methodology was used for the research. The research, which departed from an interpretivist tradition, aimed at analysing the online interactions of stakeholders and their impact on the reputation of the organisation. Data was elicited through interviews with administrators and the content of conversations on Facebook. The latter was analysed through content analysis. The outcomes of the research and the ideas presented in this article might assist NPOs with reputation management by implementing the online reputation management framework as a tool to manage and direct their online content and conversations for improved reputation.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47790132","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 : 2018-12-17DOI: 10.18820/24150525/COMM.V23.7
A. V. Niekerk
Advertising communication is a unique genre with a distinct set of language rules that use several mechanisms to attract the attention of the target audience. This article examines the value of three visual sign types to attract the attention of the intended target audience. The value of this investigation lies in its consideration of the value of the unstable connotative meanings of the visual signs of modern advertising communication. Semiotics is touched upon as the broad theoretical background to the study. Thereafter, the discussion moves to the use of indexical signs, symbols and icons in modern print advertising in South Africa to ensure audience involvement in the construction of a plausible and implied marketing message. A typical example from South African print media (magazines) in each semiotic category (index, icon and symbol) are analysed to illustrate the role of the target audience as co-creator of the implied marketing message. The data illustrates that the meaning of these signs in print advertising may be unstable/vague even though a specific marketing message was intended. The analysis of these visual signs as impulse to support audience involvement is broadly based on Leeuwen and Jewitt’s (2001) visual analytical method and focuses on the characteristics of creativity by authors Stuhlfaut and Yoo (2013) and Koslow (2015).
{"title":"The use of indexical signs, symbols and icons in print advertising communication","authors":"A. V. Niekerk","doi":"10.18820/24150525/COMM.V23.7","DOIUrl":"https://doi.org/10.18820/24150525/COMM.V23.7","url":null,"abstract":"Advertising communication is a unique genre with a distinct set of language rules that use several mechanisms to attract the attention of the target audience. This article examines the value of three visual sign types to attract the attention of the intended target audience. The value of this investigation lies in its consideration of the value of the unstable connotative meanings of the visual signs of modern advertising communication. Semiotics is touched upon as the broad theoretical background to the study. Thereafter, the discussion moves to the use of indexical signs, symbols and icons in modern print advertising in South Africa to ensure audience involvement in the construction of a plausible and implied marketing message. A typical example from South African print media (magazines) in each semiotic category (index, icon and symbol) are analysed to illustrate the role of the target audience as co-creator of the implied marketing message. The data illustrates that the meaning of these signs in print advertising may be unstable/vague even though a specific marketing message was intended. The analysis of these visual signs as impulse to support audience involvement is broadly based on Leeuwen and Jewitt’s (2001) visual analytical method and focuses on the characteristics of creativity by authors Stuhlfaut and Yoo (2013) and Koslow (2015).","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44525470","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 : 2018-12-17DOI: 10.18820/24150525/comm.v23.2
Abyshey Nhedzi
Marketers, advertisers and media planners often turn to reliable data on target markets to make decisions regarding the selection and use of media, allowing practitioners to communicate the message optimally and cost-effectively to the target audience. Decisions in media planning and media selection are only possible if information on media use patterns is up-to-date. Hence, understanding media consumers allows marketers to tailor specifically to a target market. This article presents an initial inquiry into preferences between traditional media and digital (online) media. With a better understanding of consumer preference between traditional and digital media platforms, practitioners could significantly improve media allocation. By applying a uses and gratifications approach to the concept of media use, the author conducted a crosssectional questionnaire survey (n=558). A t-test analysis of the findings indicated a significant difference in time spent on traditional media (m=3.60) over time spent on digital media (m=2.63) (t(555) = 20.73, p < .05). The results revealed differential patterns across different media (traditional and digital); differences are most often based on the demographic variables. The data indicated that statistically significant differences in media consumed are more a function of whether or not people are employed and have completed their studies than age group per se. Accurate audience measurement remains complex due to media consumers’ mobility and wide variety in the media environment. However, the findings can be used as a guideline for media planners and advertising agencies when planning to target an exact audience at the right time on the right platform.
市场营销人员、广告商和媒体策划者经常依靠目标市场的可靠数据来决定媒体的选择和使用，使从业者能够以最佳方式和经济有效地向目标受众传达信息。只有在有关媒体使用模式的信息是最新的情况下，才有可能在媒体规划和媒体选择方面作出决定。因此，了解媒体消费者可以让营销人员针对目标市场量身定制。本文对传统媒体和数字(在线)媒体之间的偏好进行了初步探讨。通过更好地了解消费者对传统媒体平台和数字媒体平台的偏好，从业者可以显著改善媒体配置。通过将使用和满足方法应用于媒体使用概念，作者进行了横断面问卷调查(n=558)。对调查结果进行的t检验分析表明，花在传统媒体上的时间(m=3.60)与花在数字媒体上的时间(m=2.63)有显著差异(t(555) = 20.73, p < 0.05)。结果揭示了不同媒体(传统媒体和数字媒体)的差异模式;差异通常是基于人口统计变量。数据表明，媒体消费的统计显著差异更多地是人们是否就业和是否完成学业的函数，而不是年龄本身。由于媒体消费者的流动性和媒体环境的多样性，准确的受众测量仍然很复杂。然而，这些发现可以作为媒体策划者和广告代理商在计划在正确的平台上在正确的时间针对准确的受众时的指导方针。
{"title":"The relationship between traditional and digital media as an influence on generational consumer preference","authors":"Abyshey Nhedzi","doi":"10.18820/24150525/comm.v23.2","DOIUrl":"https://doi.org/10.18820/24150525/comm.v23.2","url":null,"abstract":"Marketers, advertisers and media planners often turn to reliable data on target markets to make decisions regarding the selection and use of media, allowing practitioners to communicate the message optimally and cost-effectively to the target audience. Decisions in media planning and media selection are only possible if information on media use patterns is up-to-date. Hence, understanding media consumers allows marketers to tailor specifically to a target market. This article presents an initial inquiry into preferences between traditional media and digital (online) media. With a better understanding of consumer preference between traditional and digital media platforms, practitioners could significantly improve media allocation. By applying a uses and gratifications approach to the concept of media use, the author conducted a crosssectional questionnaire survey (n=558). A t-test analysis of the findings indicated a significant difference in time spent on traditional media (m=3.60) over time spent on digital media (m=2.63) (t(555) = 20.73, p < .05). The results revealed differential patterns across different media (traditional and digital); differences are most often based on the demographic variables. The data indicated that statistically significant differences in media consumed are more a function of whether or not people are employed and have completed their studies than age group per se. Accurate audience measurement remains complex due to media consumers’ mobility and wide variety in the media environment. However, the findings can be used as a guideline for media planners and advertising agencies when planning to target an exact audience at the right time on the right platform.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42400489","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 : 2018-12-17DOI: 10.18820/24150525/comm.v23.15
I. Glenn
Silent Hunter, a 1986 South Africa wildlife documentary directed by Duncan McLachlan and featuring John Varty and Elmon Mhlongo, caused controversy because of ways in which it broke the rules of blue-chip wildlife documentaries. The new possibilities it explored appealed to producers looking for new formats for wildlife television, in particular to Discovery Channel that had started in 1985 in the United States of America. This film was thus a major influence in the move from blue-chip to presenter- driven wildlife documentary. The film also rebelled against many of the restrictions of blue-chip documentaries. With reference to actor-network-theory, this article presents some thoughts on why Silent Hunter is worth considering not only as aesthetic but also as moral critique of wildlife film production.
{"title":"Silent Hunter and its influence on wildlife documentary","authors":"I. Glenn","doi":"10.18820/24150525/comm.v23.15","DOIUrl":"https://doi.org/10.18820/24150525/comm.v23.15","url":null,"abstract":"Silent Hunter, a 1986 South Africa wildlife documentary directed by Duncan McLachlan and featuring John Varty and Elmon Mhlongo, caused controversy because of ways in which it broke the rules of blue-chip wildlife documentaries. The new possibilities it explored appealed to producers looking for new formats for wildlife television, in particular to Discovery Channel that had started in 1985 in the United States of America. This film was thus a major influence in the move from blue-chip to presenter- driven wildlife documentary. The film also rebelled against many of the restrictions of blue-chip documentaries. With reference to actor-network-theory, this article presents some thoughts on why Silent Hunter is worth considering not only as aesthetic but also as moral critique of wildlife film production.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":" ","pages":""},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47896195","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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