#KeepItReal: discursive constructions of authenticity in South African consumer culture
- Authors: Plüg, Simóne Nikki
- Date: 2019
- Subjects: Consumer behavior Consumers' preferences -- South Africa Brand choice -- South Africa Marketing -- South Africa
- Language: English
- Type: text , Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/64973 , vital:28641
- Description: Writers as diverse as Oscar Wilde (1915), Matthew Arnold (1960), Erich Fromm (1997) and a proliferation of contemporary self-help gurus, variously assert that it is preferable for people to focus on “being”, or to value “who you are”, instead of emphasising “having” or the material possessions you have acquired. These discourses assert that individuals content with “being” are happier and more fulfilled than those involved in the constant (and alienating) motion of acquiring material goods as representations of themselves (de Botton, 2004; Fromm, 1997; James, 2007). This thesis provides an in-depth critical exploration of one of these ideal “ways of being”: authenticity. It does not seek to discover what authenticity is in an empirical sense, nor to define what it should be in a normative sense, but to map the cultural work done by changing and often contradictory discourses of personal authenticity. More specifically, this study uses a qualitative research design, social constructionist theoretical framework, and discourse analytic method to critically discuss the discursive constructions of subject authenticity in South African brand culture. The sample consisted of (1.) ten marketing campaigns of several large, mainstream brands, which were popular in South Africa from 2015 to 2017, and (2.) fifteen smaller South African “craft” brands popular in the “artisanal” context. The analysis is presented in two distinct, but interrelated, sections (namely, Selling Stories and Crafting Authenticity), where the relevant discourses of authenticity for each data set are explored in depth. Through this analysis the thesis provides a critical discussion of the ways in which these discourses of authenticity work to produce and maintain, (or challenge and subvert), subject positions, ideologies, and power relations that structure contemporary South African society.
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- Date Issued: 2019
Centralising a counter public: an ethnographic study of the interpretation of mainstream news media by young adults in Joza
- Authors: Ponono, Mvuzo
- Date: 2019
- Subjects: African National Congress Mass media -- Political aspects -- South Africa Press and politics -- South Africa , South Africa -- Politics and government -- 21st century Zuma, Jacob -- Political and social views , Political corruption -- 21st century Elections -- South Africa Voting -- South Africa Misconduct in office -- South Africa Abuse of administrative power -- South Africa Young adults -- Political activity -- South Africa -- Grahamstown Young adults -- Politics and government
- Language: English
- Type: text , Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/65033 , vital:28655
- Description: The 2014 national general elections were characterised by a cloud of scandal hanging over the ANC, and the ANC president Jacob Zuma. The biggest and darkest cloud was the Nkandla scandal. Owing to a reported R246 million spent by the state to refurbish his private home, the president stood accused of wasteful expenditure and financial irregularity. In a country reeling from the continued effects of apartheid, which include high unemployment and poverty, the scandal was a bombshell. According to a vocal and often adversarial mainstream media sphere, the ANC went into those elections with an albatross around its neck. The dominant thought was that the ruling party would suffer a heavy loss of votes. This outcome did not materialise. The ANC lost a marginal share of its previous vote. Mainstream media and civil society were confounded. What had happened? Why had poor black South Africans continued to vote for a party that was obviously in breach of the constitutional order? Against the mismatch between what was predicted or purported and the outcome, this study investigates how young people in the township of Joza, Grahamstown, interpreted one of the biggest political scandals in South Africa’s fledgling democracy. Using a combination of subaltern studies, counter public sphere and audience study, the research looks into the interpretation of a mainstream media scandal that was supposed to diminish the chances of the ANC retaining power, but, instead, barely dented its majority. Through a combination of interviews and participant observation, the study found 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. Overall, the study argues that the seemingly dubious undertaking to continue with the ANC is a calculated decision that makes sense when viewed within a given socio-economic context.
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- Date Issued: 2019
Communicating in/from the Cave: a communication for development/social change project aimed at enhancing communication, action and learning within the science cave, a learner-led Grade 10 science club in a public school in Makhanda
- Authors: Bombi, Thandi
- Date: 2019
- Subjects: Science -- Study and teaching (Secondary) -- South Africa , Communication in science -- South Africa , Science -- Study and teaching (Secondary) -- South Africa -- Makhanda , Communication in science -- South Africa -- Makhanda , Student centered learning -- South Africa , Student centered learning-- South Africa -- Makhanda
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/96837 , vital:31330
- Description: This research seeks to design, execute and reflect on a process where the principles and techniques of Communication for Development and Social Change are applied to enhance, support and develop qualitative changes within a learner-led Grade 10 science club at a public school in Makhanda. It draws and reflects on an ethnographic action research (Tacchi et al 2003) cycle proposed to explore the club’s communicative ecology (Foth & Hearn 2007) and resources, and understand how these have the potential to encourage the expression of voice (Couldry 2010: 580) and participation (Carpentier, 2011) in the members of the club. The research then attempts to understand the kind of communication, action and learning that takes place as well as the ways in which the framework is able to support the club (or not). The research uses an ethnographic narrative, told from the perspective of the researcher informed by field notes, interviews and participant reflections written during the intervention. This narrative, alongside an analytical summery of the club’s complex communicative ecology, tells the story of a club building confidence within a closed group and using that to connect with a wider public, articulating its needs, resources and potential supporting stakeholders for the club’s future development. The club is able to share its achievements with a community of peers and uses the platform of Facebook, to communicate with and inspire other like-minded people with an interest in science and their community.
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- Date Issued: 2019
Empire in Lusaka: hip-hop, young men and masculinity in an African city
- Authors: Mulolani, Happy
- Date: 2019
- Subjects: Empire (Television program : 2015) -- Influence , Hip-hop -- Zambia -- Lusaka , Young men -- Zambia -- Lusaka , Young men -- Psychology -- Zambia -- Lusaka , Young men -- Social conditions -- Zambia -- Lusaka , Rap musicians -- Zambia -- Lusaka , Masculinity -- Zambia -- Lusaka
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/92650 , vital:30736
- Description: This study examines young Zambian men who are aspiring hip hop artists in Lusaka and the meanings they make of the representations of masculinity in Empire, a popular US television drama. Broadcast locally via satellite on the South African cable network, DStv, Empire narrates the story of a family of powerful men as they battle for the control of Empire, a successful hip-hop label. Of significance is how the programme’s representations of masculinity resonate with the young men’s own ideas of masculinity within a highly patriarchal and conservative urban African space. The young male hip-hop artists encounter their everyday experiences in a context of a range of socio-economic challenges within the urban space of Lusaka which presents them with very limited economic opportunities and resources. Underpinned by a constructivist approach, this reception study explores how these young male artists encounter their everyday experiences in the city and how its structural constraints are navigated through hip-hop, a highly popular local cultural form. The male artists’ reactions to the programme are dependent on their socio-economic location and the types of skills and resources they draw on in order to traverse their everyday experience of city life which concurrently is perceived as exclusionary and as impacting on their livelihoods and aspirations.
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- Date Issued: 2019
From ‘cleanliness is next to Godliness’ to ‘without perfect health, there is nothing’: discourses of healthy lifestyle in the construction of young adult identities in urban South Africa
- Authors: De Jong, Michelle
- Date: 2019
- Subjects: Health , Cleanliness , Social structure -- Health aspects , Health behavior , Social medicine
- Language: English
- Type: text , Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10962/64940 , vital:28638
- Description: This research explores popular constructions of “healthiness” as individual lifestyle choices in the context of contemporary South African consumer culture, and how these constructions relate to formations of subjectivity. This is a qualitative study conducted within a social constructionist, theoretical framework. Data was collected using in-depth, semi structured interviews and are analysed using a Foucauldian inspired version of discourse analysis. A critical stance is taken towards the assumption in these discourses that their version of healthiness is always and unquestionably positive. Special attention is paid to the lifestyle and marketing media discourses appropriated in understandings of personal health through self-management, and of the optimization of health in the pursuit of well-being. The ways in which different discourses of healthiness facilitate the construction of specific identities are considered in order to untangle some of the problems created by the moralism underpinning popular consumer health discourse. How constructions of healthiness and aspirant healthy lifestyles support, and are supported by, the ideologies and practices of neoliberal capitalism are also explored. From this perspective, healthiness as lifestyle consumption choices can be seen as an ideological apparatus that produces the subjects necessary to reproduce the social order (Althusser, 2001), functioning not only positively amongst the social classes with the leisure and economic resources to pursue these options, but also negatively as victim-blaming of those who are excluded. The argument here is not that health is bad or that people should not be bothered with activities aimed at promoting good health, but that in a context where the concept of health is idealised as always positive and beneficial, the potentially harmful consequences of some of the health discourses we make use of may be occluded. This idealisation of health or ‘healthism’ may also function to divert attention away from some of the challenges to health that are not the direct result of personal behaviours and are unlikely to be remedied through individually focussed interventions, for example, inequality and inadequate access to basic resources. Six discourses which were used to construct understandings of health are analysed. These include Happiness, Freedom, Control, Care, Balance and Goodness. The ways in which these discourses played a role in constructing the kinds of subject positions which were made available to participants, and the possible implications this has, are explored in depth.
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- Date Issued: 2019
If you strike a woman: an analysis of how women are represented in political cartoons of South Africa’s Women’s Day, 2009-2017
- Authors: Levin, Bianca
- Date: 2019
- Subjects: Caricatures and cartoons -- South Africa , Women in mass media -- South Africa , Political cartoons -- South Africa
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/92661 , vital:30731
- Description: On 7 August 2017, two days prior to South Africa’s National Women’s Day, video footage of a representative of the State, Mduduzi Manana, beating up a woman went viral. This marred the Women’s Day celebrations of that year, as it became clear to the public that the he was not going to be punished. As important political commentators, cartoonists used Manana’s actions as an opportunity to depict the violence women face, even in a month dedicated to women. In these cartoons, Manana became the face of a patriarchal system, one which has deeply affected the quality of life for women who, to date, cannot claim their Constitutional rights. This thesis is interested in the mini-narratives of such cartoons, ones which offer a view on the status of South African women. Through this qualitative study, a textual analysis in the spirit of Critical Discourse Analysis of seven selected cartoons leads to a discussion of what their representations of women means for gender justice. What this research shows is that the representations that cartoons offer of the position of women in South Africa are complex. These cartoons articulate that South Africa has a long way to go to reach equality and gender justice. In order for gender justice to be realised, the representation of women needs to evolve into one which recognises women’s plight but does not relegate them to the state of victimhood.
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- Date Issued: 2019
Making meaning of reality television celebrities: the reception of South African Idol by young adults in Joza, Grahamstown
- Authors: Magade, Mncedi Eddie
- Date: 2019
- Subjects: Talent shows (Television programs) -- South Africa , Television viewers -- South Africa , Television programs -- South Africa , Mass media -- South Africa , South African Idol (Television program) , Reality television shows
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/94217 , vital:31018
- Description: Reality television or “factual entertainment” is a hybrid of old television formats and factual programming in order to create a “new” entertaining show designed to draw the attention of audiences and increase viewership ratings. South African Idol is one popular local example. Adapted from the British programme Pop Idol, the show promises upward mobility for the young star who wins the competition. This show has become a subject of conversation amongst young people in South Africa who aspire to the “success” and “celebrity” status that is produced by participating on the show. This paper uses a Cultural Studies framework in order to examine the relationship between texts and audiences as an aspect of the “circuit of culture,” with its interrelated moments of production, texts, consumption and lived experience. My research focuses on the text and audience “moments” of this circuit. Audience studies research suggests that we should situate television viewing and the meanings made of TV programs in the natural setting of the home, and that this setting should be taken seriously as a unit of analysis. This study therefore, seeks to understand the ways in which audiences make meaning of this television programme within the domestic context.
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- 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.
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- Date Issued: 2019
The Intsomi Ambassadors: using communicative ecologies to enhance home literacy practices amongst working class parents in Grahamstown
- Authors: Gush, Cathy
- Date: 2019
- Subjects: Communication in economic development -- South Africa -- Makhanda , Literacy -- South Africa -- Makhanda , Literacy programs -- South Africa -- Makhanda , Education -- Parent participation -- South Africa -- Makhanda , Intsomi Project
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/71459 , vital:29855
- Description: Utilising theories of Communication for Development, the research explores how literacy practices in the homes of a group of working class, English second language parents in Grahamstown are affected by the introduction of new literacy material and insights Furthermore, it discusses how, and through which forms of media, these observed dynamics and changes in practice are best communicated to similar households. The issue of children's literacy development in South Africa is of serious concern, in particular the role that parents play and the level of support they give through home literacy practices. The context is one in which South African children have performed very poorly with regard to literacy levels in international benchmark testing as well as in national assessments. The summary report on the Progress in International Reading Literacy Study (PIRLS) found that some of the factors contributing to these poor results were the lack of reading resources in homes, as well as the lack of strong home-school partnerships in which parents took up the role of co-educators, or even of primary educators at the preschool stage. A group of parents employed by Rhodes University at the Grade 1 - 5 levels signed up to be the recipients of a programme supporting the literacy development of their primary and pre-primary school children. The Intsomi Project is run by the Rhodes Community Engagement Office as part of the Vice-Chancellor’s Education Initiative and provides close to 100 families with weekly reading material and educational games for their children, as well as workshops on the use of these materials and how they might benefit the children. Following a Participatory Action Research approach, a “vanguard” group of parent participants, known as the Intsomi Ambassadors, developed their role as literacy activists, becoming co-creators of media messages that utilised and built on the first stage of their communication within the group. The research explored how the principles and techniques of development support communication, and those of communicative ecologies, could be applied to explore, enhance and disseminate those qualitative changes in behaviour within households that positively affect children’s literacy development. In the process, it aimed to explore whether media representations that reflect the stories of parents trying out new literacy practices can create authentic, endogenous messages that resonate with people in similar circumstances, and can stimulate debate around the issue.
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- Date Issued: 2019
The meaning of community: the viability of Public Sphere theory and Social Cohesion on social media groups: a reception study of the ‘Grahamstown’ Facebook Group
- Authors: Ferreira, Ettioné
- Date: 2019
- Subjects: Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/114870 , vital:34043 , Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Description: This study explores the meaning of community to Grahamstown’s online social media community, through a case study of the ‘Grahamstown’ Facebook group (GFG). The study explores the possibilities of social media as a public sphere and the way geographically-based social media sites might contribute to social cohesion in a community. The study explores what kinds of discussions take place on the GFG and why they are happening. It investigates whether these discussions can promote understanding and social solidarity, and whether useful deliberations are taking place, in some kind of approximation of a public sphere. Is this Group contributing to the wellbeing of the community, and how? Drawing on public sphere theory and various conceptions of the concept of social cohesion, the dissertation aims to find out how much of an impact the GFG has on Grahamstown/Makhanda inhabitants’ lives and sense of community. The study argues that with the advent of digital media, another ‘structural transformation’ in Habermasian terms, is underway, both empirically and theoretically. Through more than a dozen in-depth interviews combined with content analysis (via participant observation), the study finds that participation in and exposure to the GFG does lead, for many, to a sense of belonging and social cohesion as community members come together to act in relation to the state, local business and other institutions. The viability of ideas of highly localised (in time and space) ‘public sphericules’ as an alternative to broader more overarching concepts of a public sphere, is explored in this study. The study also suggests a typology of users, identifying the frequency, tone of voice and motives for participating on the GFG and attempts a periodisation of the GFG’s changing role in the community over the past decade.
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- Date Issued: 2019
Understanding the perceived role of mobile media in relation to development in a South African rural area
- Authors: Chatikobo, Tatenda
- Date: 2019
- Subjects: Mobile communication systems -- South Africa , Internet telephony -- South Africa , Mobile communication systems -- Social aspects -- South Africa , Internet telephony -- Social aspects --South Africa
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/95360 , vital:31148
- Description: This study explores the different perceptions of mobile media in relation to development within Dwesa, a marginalised rural community in South Africa. The proliferation of mobile phones and increasing access to the internet in Africa, and South Africa in particular, is extensively documented and attempts have been made to explore its impact on development. Drawing on adapted aspects of the Diffusion of innovation theory (DoI), the study seeks to understand the relative advantage, compatibility with needs and values, and observable benefits of using mobile media for a rural community. I provide a critical discussion of the concept of development and its relationship with digital technologies and innovation. I reflect on the Diffusion of innovation theory, highlighting its critiques, adaptations and modifications in studies, particularly in the Global South. The present study employs a qualitative methodology and relies on focus groups, semi-structured interviews and observation as methods of data collection. Participants were divided into three focus groups based on Rogers classification of innovativeness (early adopters, majority adopters and late/non-adopters) and I conducted two follow-up interviews with participants of each focus group. I analysed the data thematically. Research participants identified several areas where mobile media contributed to development and positive change, such as lowering the cost of access to information and communication, staying in touch with distant relatives, increasing access to services and providing entertainment, especially among young people. The participants noted that despite these positive changes, that mobile media on its own cannot be expected to address challenges of infrastructure and public service delivery. Research findings also revealed that mobile media might interfere with socio-cultural values of respect, human dignity and privacy. I conclude that, while mobile media is generally considered as beneficial, its critical role in improving the socio-economic conditions of people in Dwesa still remains in doubt. The study provides an opportunity to further investigate the compatibility of mobile media with socio-cultural values along the lines of age and gender, and address issues of digital skills and digital marginalisation.
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- Date Issued: 2019
What meanings a selection of South African legal practitioners make of their role in the emerging digital media ecosystem
- Authors: Robertson, Heather Lillian
- Date: 2019
- Subjects: Public sphere -- South Africa , Lawyers -- South Africa , Citizen journalism -- South Africa , User-generated content -- South Africa , Social media -- Authorship , Digital media -- South Africa , Online journalism -- South Africa , Liminality , Journalism, Legal -- South Africa , Gatewatching , New media ecosystem
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/114854 , vital:34042
- Description: This dissertation explores what a sample of South African lawyers understand about the roles they play in digital public spaces, and whether they perceive their contributions as impacting on journalism in general and legal knowledge among the public more broadly. The communications revolution triggered by web 2.0 interactivity has created a new media ecosystem in which mainstream media journalists co-exist with a variety of non-journalist content producers - including professionals like lawyers, who contribute to media content. This study specifically explores current debates about how the media ecosystem is changing in the digital age, including journalistic practices and routines and the role of journalism within a democracy and daily life. Thomas Hanitzsch and Tim Vos’s recent taxonomy of journalistic functions and roles in society is adapted by combining the domains of politics and daily life, to better describe the roles of non-journalists like the eleven digitally active members of the South African legal community in this study. Using qualitative interviews and content analysis research methods, the study suggests lawyers’ practices and routines challenge current theorisation about the new media ecosystem and digital public sphere in particular ways, suggesting that the affective nature of social media interactions between the lawyers and members of the public is more usefully understood via drawing on Chantal Mouffe’s concept of agonistic public spaces and Axel Bruns and Tim Highfield’s theorisation of ‘public sphericules’ than Jurgen Habermas’s conceptualisation of a rational public sphere. The study found that all of the digitally active lawyers played one or more active roles in contributing news, opinion and debate about legal and social justice matters on different digital public spaces, even though most were reluctant to describe what they do as journalism. The study concludes that this select group of lawyers do complement and enhance the work of journalists covering the legal field in the new media ecosystem in South Africa. It suggests that much more can be done by both journalists and the legal community to deepen co-operation to further enhance public knowledge about the workings of the South African legal system, in relation to legal rights and the rule of law. This dissertation explores what a sample of South African lawyers understand about the roles they play in digital public spaces, and whether they perceive their contributions as impacting on journalism in general and legal knowledge among the public more broadly. The communications revolution triggered by web 2.0 interactivity has created a new media ecosystem in which mainstream media journalists co-exist with a variety of non-journalist content producers - including professionals like lawyers, who contribute to media content. This study specifically explores current debates about how the media ecosystem is changing in the digital age, including journalistic practices and routines and the role of journalism within a democracy and daily life. Thomas Hanitzsch and Tim Vos’s recent taxonomy of journalistic functions and roles in society is adapted by combining the domains of politics and daily life, to better describe the roles of non-journalists like the eleven digitally active members of the South African legal community in this study. Using qualitative interviews and content analysis research methods, the study suggests lawyers’ practices and routines challenge current theorisation about the new media ecosystem and digital public sphere in particular ways, suggesting that the affective nature of social media interactions between the lawyers and members of the public is more usefully understood via drawing on Chantal Mouffe’s concept of agonistic public spaces and Axel Bruns and Tim Highfield’s theorisation of ‘public sphericules’ than Jurgen Habermas’s conceptualisation of a rational public sphere. The study found that all of the digitally active lawyers played one or more active roles in contributing news, opinion and debate about legal and social justice matters on different digital public spaces, even though most were reluctant to describe what they do as journalism. The study concludes that this select group of lawyers do complement and enhance the work of journalists covering the legal field in the new media ecosystem in South Africa. It suggests that much more can be done by both journalists and the legal community to deepen co-operation to further enhance public knowledge about the workings of the South African legal system, in relation to legal rights and the rule of law.
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- 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.
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- Date Issued: 2019