- Title
- An evaluation of the effectiveness of 'Good News' media in promoting positive attitudes towards the Eastern Cape province as an aid to development : the case of Madiba Action Magazine
- Creator
- Thompson, Sharon
- Subject
- Place marketing -- South Africa -- Eastern Cape
- Subject
- Public relations -- South Africa -- Eastern Cape
- Subject
- Madiba Action (Eastern Cape, South Africa)
- Date Issued
- 2006
- Date
- 2006
- Type
- Thesis
- Type
- Masters
- Type
- MA
- Identifier
- vital:8407
- Identifier
- http://hdl.handle.net/10948/619
- Identifier
- Place marketing -- South Africa -- Eastern Cape
- Identifier
- Public relations -- South Africa -- Eastern Cape
- Identifier
- Madiba Action (Eastern Cape, South Africa)
- Description
- This study sought to investigate the effectiveness of a ‘good news’ magazine like Eastern Cape Madiba Action in promoting positive attitudes towards the Eastern Cape province as an aid to development. It investigated whether Madiba Action had any effects on its readership in terms of creating positive perceptions of the Eastern Cape as a first step towards attracting tourism and investment. This quantitative research gathered attitudinal data from readers and stakeholders via two survey questionnaires. Both stakeholders and readers expressed very positive perceptions of Madiba Action magazine as a credible source of positive information about the Eastern Cape. Readers stated that the media was the greatest influence on their perceptions of the Eastern Cape and reported that Madiba Action had positively influenced their perceptions of the province as a place to visit, live, work and invest in. Whether Madiba Action as a ‘good news’ magazine went beyond positively influencing perceptions of the Eastern Cape and actually affected behaviour in terms of increased tourism and investment was beyond the scope of this study but it does provide further opportunities for measuring the role of ‘good news’ media in assisting economic development.
- Format
- xi, [88] leaves ; 30 cm
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Arts
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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NMMU School of Language, Media and Culture
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