- Title
- A critical discourse analysis of Nelson Mandela University’s Facebook page: a case of transformational communication
- Creator
- Ndayi, Viwe
- Subject
- Facebook (Electronic resource)
- Subject
- Online social networks Internet marketing Communication in management Nelson Mandela University Metropolitan University -- Communication
- Date Issued
- 2018
- Date
- 2018
- Type
- Thesis
- Type
- Masters
- Type
- MA
- Identifier
- http://hdl.handle.net/10948/32815
- Identifier
- vital:32366
- Description
- The South African Department of Higher Education and Training (DHET) calls for all Higher Education Institutions (HEIs) to develop, execute and establish strategies for achieving transformed racial truths - inside and outside the classroom. In HEIs, the social media platform, and most particularly, Facebook, is increasingly being used as a platform to critically and rigorously engage students and universities. The study presents Facebook as a social media platform that can contribute towards the transformation agenda. To illustrate this, the Nelson Mandela University was used as a single case study. Using a qualitative research approach, Critical Discourse Analysis (CDA) was used to analyse the Facebook posts that were shared by the university in 2015. This was done in consideration of the national Higher Education transformation themes, the university’s Vision 2020 strategic goals, as well as the university’s values. It was found that the institution partially uses the platform to address transformation. In addition to this, it was found that race representation for posts relating to excellence, student recruitment and protests reinforce race-based stereotypes. To address the gaps, the study recommends that the university includes posts that enhance engagement, race literacy, and race representation. The study contributes to the developing literature on the use of social media towards race transformation in South African HEIs.
- Format
- xi, 200 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Arts
- Language
- English
- Rights
- Nelson Mandela University
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Collections
NMU School of Language, Media and Culture
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Viwe Ndayi 212315331.pdf | 4 MB | Adobe Acrobat PDF | View Details Download |