Digital media marketing and the consumption of sugar-sweetened beverages in Africa: A reception analysis of the multi-channel marketing of Coca-Cola among young Africans from the University of Lagos, Nigeria and Rhodes University, South Africa
- Authors: Akingbade, Olutobi Elijah
- Date: 2020
- Subjects: Carbonated beverages -- Health aspects -- South Africa , Carbonated beverages -- Marketing -- South Africa , Soft drinks -- Health aspects -- South Africa , Soft drinks -- Marketing -- South Africa , Carbonated beverages -- Health aspects -- Nigeria , Carbonated beverages -- Marketing -- Nigeria , Digital media -- Marketing -- Africa , Soft drinks -- Health aspects -- Nigeria , Soft drinks -- Marketing -- Nigeria , Digital media -- Marketing -- Nigeria , Obesity -- Africa , Nutritionally induced diseases -- Africa , Coca-Cola Company -- Marketing , Rhodes University -- Students -- Attitudes , University of Lagos -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/163125 , vital:41012
- Description: This study investigates and examines how Coca-Cola’s marketing communications, especially the newer forms of digital, social and mobile media marketing messages/campaigns, are received, understood and made sense of by two sets of purposefully selected young urban African students in Nigeria and South Africa. Embedded within a qualitative research design and underpinned by an interpretative phenomenological analysis (IPA) approach, this study was conducted against the backdrop of the recent surge in the consumption of Sugar Sweetened Beverages (SSBs) which has been directly implicated in the rise of obesity and a variety of non-communicable diseases (NCDs) in Africa. The thesis explores the role of multinational SSBs in this surge, as African countries have become key focus areas for multinational food and beverage companies seeking growth and profits, as home markets decline partly due to better health communications and, in some cases, the implementation of so-called ‘sugar taxes’ and the attendant negative publicity around these taxes. The focus on young Africans from Nigeria and South Africa was motivated by the similar rapid urbanisations in both countries, often accompanied by changes in diet and greater consumption of fast foods and SSBS, and by South Africa’s ranking as the country with the highest prevalence of overweight persons and obesity in Sub-Saharan Africa. Similar rises in national average weights are now also starting to be seen in Nigeria, as are surges of diet-related disease incidence and prevalence. The study is informed by Consumer Culture Theory (CCT) but also draws on other theories and some key concepts from marketing studies, health science and psychology. Methodologically, the study draws on in-person observations, focus group interviews and semi-structured individual in-depth interviews, to explore how Coca-Cola has created a deep and evocative historical ‘brandscape’ and how it has become a multicultural resource in both South Africa and Nigeria. Through an investigation into the lived experiences of study participants with regards to both their earliest and more recent engagements with Coca-Cola, as a brand and as a product, the study delineates the influence of older generations of Coke enthusiasts and consumers within participants’ households and newer spaces of interaction with Coke via interactive, highly personalised social media-centric campaigns. This study explores how the ubiquitous nature of Coca-Cola’s aesthetics and signage are engaged with – often in very ‘sub-conscious’ ways – by these students and how more recent social media campaigns evoke this multigenerational history. Unpacking study participants’ self-understandings of Coke and their often ‘sub-conscious’ engagements with the SSB, this study explicates the underpinning ideological grounding and how this is sustained over time to become an hegemonic code that does not only confine participants’ engagements with SSBs to Coke but also confines their reception of, and engagements with, Coke’s media marketing messages/campaigns to those that resonate with the multigenerational history evoked by the SSB. It is within this contextual background that this study brings to the fore participants ‘cognitive dissonance’ and scepticism and often rank disbelief of the health risks posed by their high levels of Coke consumption. The study concludes that attempts to raise awareness about the dangers inherent in excessive consumption of SSBs in Africa need to be reviewed and rethought. There is a need for long-term, consistent and much more proactive health journalism, alongside public health campaigns in both official and indigenous languages, to dispel the powerful myths created by SSB marketing and explain how SSBs are implicated in the rise of diet-related NCDs in Nigeria and South Africa.
- Full Text:
- Date Issued: 2020
- Authors: Akingbade, Olutobi Elijah
- Date: 2020
- Subjects: Carbonated beverages -- Health aspects -- South Africa , Carbonated beverages -- Marketing -- South Africa , Soft drinks -- Health aspects -- South Africa , Soft drinks -- Marketing -- South Africa , Carbonated beverages -- Health aspects -- Nigeria , Carbonated beverages -- Marketing -- Nigeria , Digital media -- Marketing -- Africa , Soft drinks -- Health aspects -- Nigeria , Soft drinks -- Marketing -- Nigeria , Digital media -- Marketing -- Nigeria , Obesity -- Africa , Nutritionally induced diseases -- Africa , Coca-Cola Company -- Marketing , Rhodes University -- Students -- Attitudes , University of Lagos -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/163125 , vital:41012
- Description: This study investigates and examines how Coca-Cola’s marketing communications, especially the newer forms of digital, social and mobile media marketing messages/campaigns, are received, understood and made sense of by two sets of purposefully selected young urban African students in Nigeria and South Africa. Embedded within a qualitative research design and underpinned by an interpretative phenomenological analysis (IPA) approach, this study was conducted against the backdrop of the recent surge in the consumption of Sugar Sweetened Beverages (SSBs) which has been directly implicated in the rise of obesity and a variety of non-communicable diseases (NCDs) in Africa. The thesis explores the role of multinational SSBs in this surge, as African countries have become key focus areas for multinational food and beverage companies seeking growth and profits, as home markets decline partly due to better health communications and, in some cases, the implementation of so-called ‘sugar taxes’ and the attendant negative publicity around these taxes. The focus on young Africans from Nigeria and South Africa was motivated by the similar rapid urbanisations in both countries, often accompanied by changes in diet and greater consumption of fast foods and SSBS, and by South Africa’s ranking as the country with the highest prevalence of overweight persons and obesity in Sub-Saharan Africa. Similar rises in national average weights are now also starting to be seen in Nigeria, as are surges of diet-related disease incidence and prevalence. The study is informed by Consumer Culture Theory (CCT) but also draws on other theories and some key concepts from marketing studies, health science and psychology. Methodologically, the study draws on in-person observations, focus group interviews and semi-structured individual in-depth interviews, to explore how Coca-Cola has created a deep and evocative historical ‘brandscape’ and how it has become a multicultural resource in both South Africa and Nigeria. Through an investigation into the lived experiences of study participants with regards to both their earliest and more recent engagements with Coca-Cola, as a brand and as a product, the study delineates the influence of older generations of Coke enthusiasts and consumers within participants’ households and newer spaces of interaction with Coke via interactive, highly personalised social media-centric campaigns. This study explores how the ubiquitous nature of Coca-Cola’s aesthetics and signage are engaged with – often in very ‘sub-conscious’ ways – by these students and how more recent social media campaigns evoke this multigenerational history. Unpacking study participants’ self-understandings of Coke and their often ‘sub-conscious’ engagements with the SSB, this study explicates the underpinning ideological grounding and how this is sustained over time to become an hegemonic code that does not only confine participants’ engagements with SSBs to Coke but also confines their reception of, and engagements with, Coke’s media marketing messages/campaigns to those that resonate with the multigenerational history evoked by the SSB. It is within this contextual background that this study brings to the fore participants ‘cognitive dissonance’ and scepticism and often rank disbelief of the health risks posed by their high levels of Coke consumption. The study concludes that attempts to raise awareness about the dangers inherent in excessive consumption of SSBs in Africa need to be reviewed and rethought. There is a need for long-term, consistent and much more proactive health journalism, alongside public health campaigns in both official and indigenous languages, to dispel the powerful myths created by SSB marketing and explain how SSBs are implicated in the rise of diet-related NCDs in Nigeria and South Africa.
- Full Text:
- Date Issued: 2020
A correlational analysis investigating relationships between gender role ideology and attitudes towards gender-based violence
- Authors: Krutani, Siposetu
- Date: 2019
- Subjects: Women -- Violence against -- South Africa , Sex role -- Psychological aspects -- South Africa , Male domination (Social structure) -- South Africa , Rhodes University -- Students -- Attitudes , Rape in universities and colleges -- South Africa , Social movements -- South Africa -- Makhanda , Women college students -- Violence against -- South Africa , Male college students -- South Africa -- Attitudes , Women college students -- Psychology -- South Africa , Male college students -- Psychology -- South Africa
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/96658 , vital:31305
- Description: This study forms part of a larger project investigating attitudes towards intimate partner violence, dating violence and other forms of gender-based violence with the Rhodes University context. The primary purpose was to establish a baseline descriptive understanding of participants‟ attitudes towards and perceptions of gender-based violence. With the aim to generate results that would somehow inform the larger project, the current study sought to investigate whether a relationship exists between gender-role ideology and attitudes towards gender-based violence amongst a university population which was inclusive of registered students and employees of the university (n = 308). Four samples were categorised: student sample, academic staff sample, administrative support staff sample and operational support staff sample. A once-off, cross sectional survey design was used to obtain the data. The results of the study revealed that the participants in the study uphold largely non-traditional gender-role ideologies, are generally intolerant of dating violence and are rejecting of rape myths. As predicted in the literature, the study revealed that demographics such as gender, religion, age, level of education, number of years spent in the institution, race, and student accommodation have an impact on the relationship between adherence to traditional gender-role ideology and tolerance towards dating violence, as well as on the relationship between adherence to traditional gender-role ideology and rape myth acceptance and the relationship between rape myth acceptance and tolerance towards dating violence. The study contributes to the growing body of knowledge on gender-based violence in institutions of higher learning and could help improve sexual violence prevention programmes in such contexts.
- Full Text:
- Date Issued: 2019
- Authors: Krutani, Siposetu
- Date: 2019
- Subjects: Women -- Violence against -- South Africa , Sex role -- Psychological aspects -- South Africa , Male domination (Social structure) -- South Africa , Rhodes University -- Students -- Attitudes , Rape in universities and colleges -- South Africa , Social movements -- South Africa -- Makhanda , Women college students -- Violence against -- South Africa , Male college students -- South Africa -- Attitudes , Women college students -- Psychology -- South Africa , Male college students -- Psychology -- South Africa
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/96658 , vital:31305
- Description: This study forms part of a larger project investigating attitudes towards intimate partner violence, dating violence and other forms of gender-based violence with the Rhodes University context. The primary purpose was to establish a baseline descriptive understanding of participants‟ attitudes towards and perceptions of gender-based violence. With the aim to generate results that would somehow inform the larger project, the current study sought to investigate whether a relationship exists between gender-role ideology and attitudes towards gender-based violence amongst a university population which was inclusive of registered students and employees of the university (n = 308). Four samples were categorised: student sample, academic staff sample, administrative support staff sample and operational support staff sample. A once-off, cross sectional survey design was used to obtain the data. The results of the study revealed that the participants in the study uphold largely non-traditional gender-role ideologies, are generally intolerant of dating violence and are rejecting of rape myths. As predicted in the literature, the study revealed that demographics such as gender, religion, age, level of education, number of years spent in the institution, race, and student accommodation have an impact on the relationship between adherence to traditional gender-role ideology and tolerance towards dating violence, as well as on the relationship between adherence to traditional gender-role ideology and rape myth acceptance and the relationship between rape myth acceptance and tolerance towards dating violence. The study contributes to the growing body of knowledge on gender-based violence in institutions of higher learning and could help improve sexual violence prevention programmes in such contexts.
- Full Text:
- Date Issued: 2019
Negotiating spaces, constructing identities and consuming symbolic resources: examining the complex interplay between identity formation, context and media consumption amongst black South African students at Rhodes University
- Authors: Willetts, Luke
- Date: 2019
- Subjects: Mass media -- Psychological aspects -- South Africa -- Makhanda , Mass media -- Social aspects -- South Africa -- Makhanda , Mass media -- Sociological aspects -- South Africa -- Makhanda , Mass media and culture -- South Africa , Mass media and race relations -- South Africa , Social movements -- South Africa -- Makhanda , Student movements -- South Africa -- Makhanda , Male college students -- South Africa -- Makhanda , Rhodes University -- Students -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/95207 , vital:31127
- Description: This thesis has looked at the complex interplay between media consumption and identity formation amongst a group of black South African male students within the context of a racially homogenous communal viewing area located on the Rhodes University campus during the #FMF protests in 2016. Using qualitative research methods the study concluded that the group context of communal viewing helped the students structure and make sense of their daily lives. They actively divorced themselves from the main student populace in an attempt to escape lived experiences of a repressive institutional culture expressed through the university’s monolingual language policies, aesthetics and course material. These students embodied the characteristics of a diasporic community characterised by displacement, dispersal and the continuous re-articulation of differences across contradictory social, cultural and economic contexts. They grappled with an alienating environment by creating a safe space for cultural reproduction aided by the communal consumption of local television programmes. Preferences for local content broadcast in African languages were shaped by a linguistic marginalisation experienced on the Rhodes campus. The politicisation of the context through #FMF in turn politicised the students’ subjectivities leading to a need to be informed of the movement’s progression through evening news broadcasts. Discussions around campus life were dominated by #FMF and the collective experiences of marginalisation in and from the university space. Communal viewing of local television shows allowed this group of students to transcend decades of essentialised African ethnic divisions bringing forward a group identity premised on a lived hegemony signified by blackness.
- Full Text:
- Date Issued: 2019
- Authors: Willetts, Luke
- Date: 2019
- Subjects: Mass media -- Psychological aspects -- South Africa -- Makhanda , Mass media -- Social aspects -- South Africa -- Makhanda , Mass media -- Sociological aspects -- South Africa -- Makhanda , Mass media and culture -- South Africa , Mass media and race relations -- South Africa , Social movements -- South Africa -- Makhanda , Student movements -- South Africa -- Makhanda , Male college students -- South Africa -- Makhanda , Rhodes University -- Students -- Attitudes
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/95207 , vital:31127
- Description: This thesis has looked at the complex interplay between media consumption and identity formation amongst a group of black South African male students within the context of a racially homogenous communal viewing area located on the Rhodes University campus during the #FMF protests in 2016. Using qualitative research methods the study concluded that the group context of communal viewing helped the students structure and make sense of their daily lives. They actively divorced themselves from the main student populace in an attempt to escape lived experiences of a repressive institutional culture expressed through the university’s monolingual language policies, aesthetics and course material. These students embodied the characteristics of a diasporic community characterised by displacement, dispersal and the continuous re-articulation of differences across contradictory social, cultural and economic contexts. They grappled with an alienating environment by creating a safe space for cultural reproduction aided by the communal consumption of local television programmes. Preferences for local content broadcast in African languages were shaped by a linguistic marginalisation experienced on the Rhodes campus. The politicisation of the context through #FMF in turn politicised the students’ subjectivities leading to a need to be informed of the movement’s progression through evening news broadcasts. Discussions around campus life were dominated by #FMF and the collective experiences of marginalisation in and from the university space. Communal viewing of local television shows allowed this group of students to transcend decades of essentialised African ethnic divisions bringing forward a group identity premised on a lived hegemony signified by blackness.
- Full Text:
- Date Issued: 2019
Understanding the experiences of Zimbabwean students as foreign students at South African universities: the case of Rhodes University
- Authors: Daki, Andile Lebohang
- Date: 2019
- Subjects: Rhodes University -- Students -- Attitudes , Zimbabwean college students -- South Africa , Zimbabwean college students -- South Africa -- Conduct of life , Zimbabwean college students -- South Africa -- Psychology
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/96225 , vital:31252
- Description: This thesis seeks to understand the cultural and social experiences of black Zimbabwean students, as foreign students, at Rhodes University in Grahamstown, South Africa. It examines the ways in which black Zimbabwean students negotiate the cultural, social and institutional milieu of Rhodes University, which is a former white English-medium university. In doing so, the thesis draws upon Interface theory because, once entering the university space, these students interpret the space and simultaneously negotiate their way in and through this space along cultural and social interfaces. The fieldwork for the thesis involved in-depth interviews with eighteen black Zimbabwean students at the university, stratified in terms of both gender and year of study. A focus on gender facilitated an understanding of possible differences between male and female Zimbabwean students in terms of social and cultural experiences; while a consideration of year of study allowed for an examination of possible shifts in negotiation over time, from first year to Master’s level. The findings demonstrate a range of challenges faced by black Zimbabwean students while at Rhodes University, some of which arise from differences between Zimbabwean and South African society. At the same time, there are considerable differences amongst black Zimbabwean students in relation to the manner in which negotiation took place. While some students negotiate the space through active socialising and assimilating into the local world and lives of South African students as well as the university’s institutional culture, other students negotiate the space through isolation and alienation. Overall, with regard to adjusting to the world of Rhodes and South Africa, students pursued different routes which, in the end, made sense to them.
- Full Text:
- Date Issued: 2019
- Authors: Daki, Andile Lebohang
- Date: 2019
- Subjects: Rhodes University -- Students -- Attitudes , Zimbabwean college students -- South Africa , Zimbabwean college students -- South Africa -- Conduct of life , Zimbabwean college students -- South Africa -- Psychology
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/96225 , vital:31252
- Description: This thesis seeks to understand the cultural and social experiences of black Zimbabwean students, as foreign students, at Rhodes University in Grahamstown, South Africa. It examines the ways in which black Zimbabwean students negotiate the cultural, social and institutional milieu of Rhodes University, which is a former white English-medium university. In doing so, the thesis draws upon Interface theory because, once entering the university space, these students interpret the space and simultaneously negotiate their way in and through this space along cultural and social interfaces. The fieldwork for the thesis involved in-depth interviews with eighteen black Zimbabwean students at the university, stratified in terms of both gender and year of study. A focus on gender facilitated an understanding of possible differences between male and female Zimbabwean students in terms of social and cultural experiences; while a consideration of year of study allowed for an examination of possible shifts in negotiation over time, from first year to Master’s level. The findings demonstrate a range of challenges faced by black Zimbabwean students while at Rhodes University, some of which arise from differences between Zimbabwean and South African society. At the same time, there are considerable differences amongst black Zimbabwean students in relation to the manner in which negotiation took place. While some students negotiate the space through active socialising and assimilating into the local world and lives of South African students as well as the university’s institutional culture, other students negotiate the space through isolation and alienation. Overall, with regard to adjusting to the world of Rhodes and South Africa, students pursued different routes which, in the end, made sense to them.
- Full Text:
- Date Issued: 2019
Youth responses to political party messages on Social Media: a case study of Rhodes University students during the 3 August 2016 local government elections
- Authors: Pela, Noko Tshegofatso
- Date: 2019
- Subjects: Rhodes University -- Students -- Attitudes , Local elections -- South Africa -- Makhanda , Mass media and young adults -- South Africa -- Makhanda , Social media -- Political aspects -- South Africa -- Makhanda
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/68308 , vital:29237
- Description: Rhodes University was awash with political tension and activity in the 2015 and 2016 academic years. The University had been the scene of radical protests and demands for change by students. The #RhodesMustFall, #FeesMustFall and the #RUReferenceList protests at Rhodes University started debates, conversations and public lectures amongst students and staff on and off social media on aspects of decoloniality, transformation, free education, issues of safety on campus and gender-based violence (Grocott’s Mail, 2015b). However, very little of this was reflected in the election campaigns of political parties and seemingly, in student engagement with political processes, at least as reflected in this election. The three biggest political parties in South Africa, and the only ones that contested Ward 12 (Rhodes) ANC, EFF, and the DA, were active on social media aiming to directly engage with constituents and draw citizens to the polls. All the parties had former and current Rhodes University students as candidates for councillor. There was a substantial engagement by students on social media, on the Rhodes SRC Facebook page, and on Twitter. However, only 39% of registered students, turned out to cast their vote on election day (IEC, 2016b). This study examines the interpretations and meaning-making amongst young people at Rhodes University, of the political party messages during the 3 August 2016 local government elections on social media. In addition, the study sought to understand whether youth at Rhodes (Rhodes University) actively sought out political party messages on social media (by following the ANC, DA, EFF Facebook and Twitter accounts), or were the messages incidental on their timelines (for example, following news organisations). Finally, the study sought to understand whether the media messages resonated with them and spoke to the issues faced by young people on the campus. The research used qualitative thematic content analysis and focus group discussions to examine the relationship between the content provided by the political party messages and the audience’s process of making sense and derived meaning from the content. Six focus group discussions were convened. This study found that young people are social media enthusiasts, they actively sought election related content on social media by following the Twitter and Facebook accounts of the parties, and from news organisations. Furthermore, the study discovered that, although, young people engaged with the political party messages on social media, they did not feel like the messages were targeted at them, and as such they felt the messages did not speak to them and the issues they face.
- Full Text:
- Date Issued: 2019
- Authors: Pela, Noko Tshegofatso
- Date: 2019
- Subjects: Rhodes University -- Students -- Attitudes , Local elections -- South Africa -- Makhanda , Mass media and young adults -- South Africa -- Makhanda , Social media -- Political aspects -- South Africa -- Makhanda
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/68308 , vital:29237
- Description: Rhodes University was awash with political tension and activity in the 2015 and 2016 academic years. The University had been the scene of radical protests and demands for change by students. The #RhodesMustFall, #FeesMustFall and the #RUReferenceList protests at Rhodes University started debates, conversations and public lectures amongst students and staff on and off social media on aspects of decoloniality, transformation, free education, issues of safety on campus and gender-based violence (Grocott’s Mail, 2015b). However, very little of this was reflected in the election campaigns of political parties and seemingly, in student engagement with political processes, at least as reflected in this election. The three biggest political parties in South Africa, and the only ones that contested Ward 12 (Rhodes) ANC, EFF, and the DA, were active on social media aiming to directly engage with constituents and draw citizens to the polls. All the parties had former and current Rhodes University students as candidates for councillor. There was a substantial engagement by students on social media, on the Rhodes SRC Facebook page, and on Twitter. However, only 39% of registered students, turned out to cast their vote on election day (IEC, 2016b). This study examines the interpretations and meaning-making amongst young people at Rhodes University, of the political party messages during the 3 August 2016 local government elections on social media. In addition, the study sought to understand whether youth at Rhodes (Rhodes University) actively sought out political party messages on social media (by following the ANC, DA, EFF Facebook and Twitter accounts), or were the messages incidental on their timelines (for example, following news organisations). Finally, the study sought to understand whether the media messages resonated with them and spoke to the issues faced by young people on the campus. The research used qualitative thematic content analysis and focus group discussions to examine the relationship between the content provided by the political party messages and the audience’s process of making sense and derived meaning from the content. Six focus group discussions were convened. This study found that young people are social media enthusiasts, they actively sought election related content on social media by following the Twitter and Facebook accounts of the parties, and from news organisations. Furthermore, the study discovered that, although, young people engaged with the political party messages on social media, they did not feel like the messages were targeted at them, and as such they felt the messages did not speak to them and the issues they face.
- Full Text:
- Date Issued: 2019
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