Showing items 1 - 9 of 9

Your selections:

The symbolic consumption and identity construction through luxury branded clothing among Rhodes University students

  • Authors: Chinomona, Perpetua
  • Date: 2017
  • Subjects: Group identity , Peer pressure , Brand choice -- South Africa -- Makhanda , Consumer behavior -- South Africa -- Makhanda , Consumer behavior -- Psychological aspects -- South Africa -- Makhanda , Luxuries -- Psychological aspects -- South Africa -- Makhanda , Rhodes University -- Students -- Attitudes
  • Language: English
  • Type: Thesis , Masters , MSocSc
  • Identifier: http://hdl.handle.net/10962/6853 , vital:21193
  • Description: The purpose of this study is to explore how Rhodes University (RU) students construct identity through the symbolic consumption of luxury branded clothing and the role played by reference groups in the consumption behaviour. The study employed the Social Identity Theory (SIT) as a theoretical framework which explains the underpinnings of the cognitions and behaviour with the use of group processes (Trepte, 2006). The central principle of SIT lies in individuals classifying themselves and others into in-group (reference groups) and out-group social categories respectively. There has been a gap in the literature pertaining to a full understanding of the identity construction process through symbolic consumption of luxury brands in South Africa (Reed, 2002). The significance of the study is to provide a foundation for an enhanced theory of consumer behaviour in this context. This study employed a qualitative research approach. A non-probability convenience sampling technique was used, and a total of 12 undergraduate and postgraduate students were interviewed. The chosen data collection method was semi-structured in-depth interviews and data were analysed using thematic analysis. The findings of the study revealed that participants consume luxury branded clothing for both functional and symbolic purposes. Various factors emerged that influence the choice of the symbolic consumption behaviour such as income, buying frequency, spending patterns, perceptions and habits around retail shopping and the shopping experience. In addition, results indicated that reference groups (celebrities, family and peers) play a significant role in the symbolic consumption and construction of identity among the participants. In addition, the results also indicated that the RU participants engaged in a ‘save to spend’ technique whereby they save their pocket money so that they spend it on their favourite luxury branded clothing when they leave for the holidays. There was a common reference group that emerged from the study, namely the peer in-group. The influence of reference groups on youth consumers in South Africa may assist with marketing strategies that can be employed when targeting the Generation Y. Additionally, results indicate that luxury branded clothing have an impact on identity construction within the South African context. The respondents tie their identity to their luxury branded clothing as an indication of ‘who they are’ and as an extension of the ‘self’.
  • Full Text:
  • Date Issued: 2017

Negotiating identity and belonging: perspectives of children living in a disadvantaged community in the Eastern Cape province

  • Authors: Ridley, Tamerin Amy
  • Date: 2013
  • Subjects: Group identity , Self-esteem
  • Language: English
  • Type: Master's theses , text
  • Identifier: http://hdl.handle.net/10353/24813 , vital:63598
  • Description: Developing an identity with self-esteem and a sense of self-worth is a child’s fundamental right (Vandenbroek, 2001). To encourage identity formation children need to ask and answer questions such as: ‘Who am I?’, ‘Where do I belong?’ and ‘Is it ok to be who I am?’ A child’s identity is shaped largely by his/her experiences with regards to relationships and belonging within communities and familial structures. However, South Africa faces a host of problems, including poverty, violence, HIV/AIDS, all of which contribute to the breakdown of these familial and community structures. Utilising a participatory action framework, this research aims to provide insight into how children living in a disadvantaged community negotiate identity and belonging. This insight into children’s perceptions of identity and belonging is useful for identifying resources within the community which promote a positive sense of identity and belonging, and also to identify areas where support and intervention are required. , Thesis (MSoc) -- Faculty of Social Sciences and Humanities, 2013
  • Full Text:
  • Date Issued: 2013

The contribution of hip hop to the construction of personal indentities of South African female late adolescents

  • Authors: Gitonga, Priscilla Nyawira
  • Date: 2012
  • Subjects: Hip-hop -- South Africa -- Influence , Women -- Identity , Teenage girls , Group identity
  • Language: English
  • Type: Thesis , Doctoral , PhD
  • Identifier: http://hdl.handle.net/10948/4288 , vital:20581
  • Description: Identity construction is an integral task during late adolescence. In this study, I argue that hip hop music contributes to the process of identity construction among female late adolescents. The contexts that the female late adolescent is exposed to affect her process of identity construction. These contexts include family, friends, peers, religion, and popular culture, among other things. Hip hop music forms part of present-day popular culture. Adolescents have access to this genre of music via the mass media and social networks. The aim of this study is to explore the nature of hip hop‘s contribution to the identity construction of female late adolescents in South Africa. To this end, I engaged seven female late adolescents in several research activities, which enabled them to make sense of their perceived identities in the context of hip hop music. I then interpreted the participants‘ stories, in order to understand the process by which hip hop had contributed to their sense of personal identity. The participants in this study were first-year students in the Faculty of Education, Nelson Mandela Metropolitan University, who were all in the developmental phase of late adolescence. Narrative inquiry and participatory research (PR) approaches were the preferred strategies of data generation. The data-generation techniques included the use of drawings and lyric inquiry. These techniques served to stimulate the generation of narrative data. They also provided frameworks within which the participants could engage with their sense of identity in the context of hip hop music. The research revealed that hip hop music does indeed contribute to the process of personal identity construction of the female late adolescents who participated in the study. It does so by compelling the adolescent to think about herself in relation to her continual self, which draws from her past, present, and future, her interactional self, both at the personal and social levels, and her situational self. The appeal of hip hop to her cognitive capabilities is enhanced through the strong link that hip hop has with her emotions. The significance of this study can be summarised in three points. Firstly, this study provides empirical evidence of hip hop as a meaningful resource for the female adolescent as she constructs her identity. As such, the findings of this study negate the public notion of hip hop as being a bad influence on young people, and provides proof of its significant role in the lives of South African female adolescents. Secondly, this study is important for education in South Africa. The significance of hip hop music in education settings lies in its fundamental communicative capabilities, which can be effectively utilised in the classroom situation. Thirdly, this study strengthens educational research in South Africa, especially research aimed at the liberation and emancipation of female adolescents in South Africa. In this regard, this study provides alternative methodologies of inquiry to conventional research strategies, such as questionnaires and surveys.
  • Full Text:
  • Date Issued: 2012

Group-based guilt and shame in the desegregated context: the role of the perception of social change and ingroup identification

  • Authors: Clarke, Rochelle
  • Date: 2011
  • Subjects: Guilt , Shame , Race awareness -- Psychological aspects , Intergroup relations , Group identity , Social perception
  • Language: English
  • Type: Thesis , Masters , M Soc Sc (Psych)
  • Identifier: vital:11934 , http://hdl.handle.net/10353/513 , Guilt , Shame , Race awareness -- Psychological aspects , Intergroup relations , Group identity , Social perception
  • Description: A correlational study on group-based guilt and shame of white South Africans in post-Apartheid South Africa investigates the role of the perception of social change and how it impacts on the group-based emotions guilt and shame as well as reparation intentions when controlled for ingroup identification. The study also aimed to control for the antecedents of group-based guilt and collective shame. Results revealed that guilt is predicted by perceived responsibility and is influenced by shame, while shame is predicted by image threat and guilt. The results further propose that the perceptions of status change for the ingroup and the outgroup predict the feelings of shame for high ingroup identifiers while status change (or lack thereof) for the ingroup predicts the willingness for symbolic reparation for low ingroup identifiers. The results are presented and discussed.
  • Full Text:
  • Date Issued: 2011

Exploring self concept and social identities in the context of online intimate relationships

  • Authors: Van Staden, Phillip
  • Date: 2010
  • Subjects: Self , Group identity , Online dating
  • Language: English
  • Type: Thesis , Masters , MA
  • Identifier: vital:9881 , http://hdl.handle.net/10948/1276 , Self , Group identity , Online dating
  • Description: Many South Africans are developing online relationships. Due to the anonymous and artificial context of the online environment it is possible that a person’s identity differs within the on- and offline environment. Sternberg’s (1986) Triangular Model of Love as well as Rogers’ Self Theory (1951) were utilized as a theoretical base for investigating online identity and intimacy. Using a qualitative, exploratory design, the study explored this phenomenon by analysing open ended questionnaires administered online to people in intimate online relationships. Participants were selected by means of non-probability snowball sampling. The findings indicated that Internet socialisers vary in their experience of their online identities. Individuals may have a multitude of genuine online selves, each one represented differently depending on the anonymity and level of intimacy in the relationship. Selfdisclosure and deception play an important role in identity representation and exploration and both are experienced as being affected by the online context.
  • Full Text:
  • Date Issued: 2010

Intergroup conflict in soccer stadiums

  • Authors: Mazibuko, Vela Onke
  • Date: 2009
  • Subjects: Collective behavior , Soccer fans , Soccer hooliganism , Police -- Violence against , Football stadiums , Group identity
  • Language: English
  • Type: Thesis , Masters , M Soc Sc (C Psy)
  • Identifier: vital:11858 , http://hdl.handle.net/10353/234 , Collective behavior , Soccer fans , Soccer hooliganism , Police -- Violence against , Football stadiums , Group identity
  • Description: The aim of the present research is to investigate three factors, namely perceptions of fairness in intergroup situations, ingroup identification and spatial dimensions that are assumed to contribute to why individuals participate in violence against the police in soccer stadiums. In Study 1 perceptions of fairness, identification and spatial perspective were manipulated and the results indicated a significant interaction effect between identification and spatial perspective. This interaction effect had a significant influence on negative behavioural tendencies towards police. In Study 2, identification and spatial perspective were manipulated and once again the interaction effect between identification and spatial perspective was found. A main effect of identification was found in that participants who identified lower with fans showed significantly more positive attitudes towards police. The results of the two studies highlight the importance of looking beyond the inherent nature of the crowd itself when analysing situations of police/fan conflict, and also the need to further investigate the spatial dimension and how it influences social judgment and decision making.
  • Full Text:
  • Date Issued: 2009

The representation of materialist consumerism in film

  • Authors: Fourie, Elizabeth
  • Date: 2009
  • Subjects: Identity (Psychology) in motion pictures , Depersonalization , Group identity , Motion pictures -- Social aspects
  • Language: English
  • Type: Thesis , Masters , MA
  • Identifier: vital:8396 , http://hdl.handle.net/10948/954 , Identity (Psychology) in motion pictures , Depersonalization , Group identity , Motion pictures -- Social aspects
  • Description: People are constantly bombarded with the latest technology, the latest fashion, the latest ‘must have’ item. We are encouraged to buy things that promise to change our lives and give us satisfaction or even create happiness. Interestingly we often succumb to the temptation of these material things, which is not always a negative reaction; however it does become negative when our lives are controlled by material possessions and we give up certain aspects of who we are to enable us to obtain these possessions. Further more it becomes problematic when we start to rely on material possessions to define us in terms of our identity or to help us fit into particular groups within society. With the media playing such a large role in societies at present it is almost inevitable that the phenomenon of materialist consumerism will make its way into the media. The media however holds control, to an extent, over whether or not materialist consumerism is viewed in a negative or affirmative light. An analysis of the representation of materialist consumerism in selected instances of mainstream cinema will be the aim of my proposed study. The study will look at the representation of materialist consumerism in so far as it offers viewers a place to ‘fit’ into a particular group within society. The group I am referring to can be categorised as the upper-middle class of contemporary western society. I have thus selected films that represent this group specifically. For the purpose of the treatise ‘materialist consumerism’ is understood as a way of life, or alternatively, an ideology, which assumes that the accumulation of material wealth through consumption imparts meaning to human lives. The treatise will analyse both sides of the coin, or in other words films that support or promote materialist consumerism and those that either revolt against or criticise this form of consumerism. The study will explore different aspects of consumerism in so far as these are represented in the films, with an identifiable axiological bias.
  • Full Text:
  • Date Issued: 2009

Tolerance in intergroup relations: cognitive representations reducing ingroup projection

  • Authors: O'Sullivan, Clodagh M
  • Date: 2008
  • Subjects: Group identity , Social groups , Intergroup relations
  • Language: English
  • Type: Thesis , Masters , M Soc Sc (Psych)
  • Identifier: vital:11604 , http://hdl.handle.net/10353/140 , Group identity , Social groups , Intergroup relations
  • Description: This study assessed the personal, career and learning skills needs of 196 psychology students (M= 56, F= 103). The preferred means of counselling assistance, preferred experience of counselling and preferred counselling provider were also assessed. The most highly endorsed needs were time management skills (83.5 pecent, n=162), learning test-taking strategies (82 percent, n=159), job search strategies (73.6 percent, n=142), increasing self-confidence (70.3 percent, n=135), increasing motivation (72.4 percent, n=134), controlling anxiety and nervousness (68.7 percent, n=134), public speaking anxiety (68 percent, n=134), understanding career interests and abilities (67.5 percent, n=131), fear of failure (68.1 percent, n=130), and improving study skills (66.5 percent, n=129). Significant sex differences were found for the following, finding a greater purpose in life, controlling weight, job search strategies, concerns about career choice, understanding career interests and abilities in the selection of major subjects and improving study skills. Males highly endorsed the need for finding a greater purpose in life, job search strategies, and concern about career choice, understanding career interest and abilities, selection of major subjects and to improve study skills, whereas females endorsed the need for controlling weight. Respondents indicated individual counselling as being their preferred means of counselling assistance, but lectures were the most prevalent means of assistance previously received by respondents. Most respondents (78.1 percent) found the assistance they had received to be helpful.
  • Full Text:
  • Date Issued: 2008

The African Heritage in music and art

  • 1
  • Disclaimer
  • Privacy
  • Copyright
  • Contact