Does the construction of ‘rapeable’ bodies constitute an instance of hermeneutical injustice?
- Authors: Weiffenbach, Michaela
- Date: 2020
- Subjects: Zuma, Jacob -- Trials, litigation, etc. , Rape -- Philosophy , Women's rights -- Africa , Women, Black -- Social conditions -- Africa , Masculinity -- Africa , Men, Black -- Africa -- Psychology , Justice (Philosophy)
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/145708 , vital:38460
- Description: This thesis argues that within the conventional imagination of the West, identity functions in a way that particular forms of embodiment are characterised by the experience of endured sexual vulnerability, which I argue is best understood as the construction of ‘rapeable’ bodies (Cahill 2001, 120). By this, I mean that the threat of rape is contingent upon the social and political construction of one’s identity as vulnerable. In virtue of this particular way of constructing the embodiment of certain subjectivities, there is an instance of hermeneutical injustice conferred (Fricker 2007, 114). I inquire into the function and meaning of stereotypic generalisations, prejudice and rape myths embedded within the dominant framework of the West and show how language and representation constructs these identities as ‘rapeable’. Furthermore, I consider how collective hermeneutical discourses construct Blackness, specifically Black masculinities and the construction of the ‘un-rapeable’ Black femxle body. To see how these ideas are congruous the prominent example that occurred in South Africa in 2005, namely, the Jacob Zuma rape trial comes to mind. One relevant feature of the case is that it shows how identities of race are constructed in the aftermath of apartheid and points to a Western collective imagination resistant to change. In addition, it demonstrates the triad of interrelatedness holding between the self-world-other, a relationship constituted mutually by the self and the socially constructed interpretations of identity and embodiment (du Toit 2009, 58). Lastly, the construction of ‘rapeable’ bodies is an example of how discursive narratives construct particular identities as vulnerable through rendering particular embodied subjects as sexually irrelevant and hermeneutically obscured.
- Full Text:
- Date Issued: 2020
- Authors: Weiffenbach, Michaela
- Date: 2020
- Subjects: Zuma, Jacob -- Trials, litigation, etc. , Rape -- Philosophy , Women's rights -- Africa , Women, Black -- Social conditions -- Africa , Masculinity -- Africa , Men, Black -- Africa -- Psychology , Justice (Philosophy)
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/145708 , vital:38460
- Description: This thesis argues that within the conventional imagination of the West, identity functions in a way that particular forms of embodiment are characterised by the experience of endured sexual vulnerability, which I argue is best understood as the construction of ‘rapeable’ bodies (Cahill 2001, 120). By this, I mean that the threat of rape is contingent upon the social and political construction of one’s identity as vulnerable. In virtue of this particular way of constructing the embodiment of certain subjectivities, there is an instance of hermeneutical injustice conferred (Fricker 2007, 114). I inquire into the function and meaning of stereotypic generalisations, prejudice and rape myths embedded within the dominant framework of the West and show how language and representation constructs these identities as ‘rapeable’. Furthermore, I consider how collective hermeneutical discourses construct Blackness, specifically Black masculinities and the construction of the ‘un-rapeable’ Black femxle body. To see how these ideas are congruous the prominent example that occurred in South Africa in 2005, namely, the Jacob Zuma rape trial comes to mind. One relevant feature of the case is that it shows how identities of race are constructed in the aftermath of apartheid and points to a Western collective imagination resistant to change. In addition, it demonstrates the triad of interrelatedness holding between the self-world-other, a relationship constituted mutually by the self and the socially constructed interpretations of identity and embodiment (du Toit 2009, 58). Lastly, the construction of ‘rapeable’ bodies is an example of how discursive narratives construct particular identities as vulnerable through rendering particular embodied subjects as sexually irrelevant and hermeneutically obscured.
- Full Text:
- Date Issued: 2020
An explorative study into Faith healing as an African belief system and its influence on the diagnosis and treatment of mental illness in the Eastern Cape province, South Africa
- Authors: Tsotsi, Liso
- Date: 2019
- Subjects: Traditional medicine -- South Africa -- Eastern Cape , Spiritual healing -- South Africa -- Eastern Cape , Ethnopsychology -- South Africa -- Eastern Cape , Mental illness -- Treatment -- South Africa -- Eastern Cape , Mental illness -- Alternative treatment -- South Africa -- Eastern Cape
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/67753 , vital:29137
- Description: The present study specifically focussed on Faith healing as an indigenous healing system and its influence on the diagnosis and treatment of mental illnesses in the Eastern Cape province of South Africa. The study aimed to provide a descriptive overview of Faith healers’ perspectives on the diagnosis and treatment of mental illnesses in the Eastern Cape, as well as to compare conclusions reached with other categories of indigenous healers. The inter-category comparisons on a broader level allowed for a further comparative discourse with the mainstream western medical psychiatric view of mental illness. Therefore, the scope of this study does not include in-depth analyses of findings, but rather the generation of themes for comparative discussions. While there exists vast literature on the diagnostic and treatment perspectives of the other two categories of indigenous healing systems (traditional healers and herbalists), a limited number of studies have been focussed on Faith healing as an indigenous mode of healing. The present study attempted to address this gap in the literature in an effort to promote future collaborative work across all viewpoints, in the management of mental illnesses. This study, grounded in qualitative research, utilized thematic analysis as its theoretical framework. Non probability judgmental sampling was used to secure self-identifying Faith healers, where conclusions from them were drawn from data collected, using in depth semi-structured interviews and observation. The main findings of the study indicated that Faith healers’ perspectives on the diagnosis and treatment of mental illnesses are based mainly on indigenous cultural theories. Furthermore, that collaboration with other viewpoints is hampered by animosity, feelings of distrust and the fear of appearing inferior.
- Full Text:
- Date Issued: 2019
- Authors: Tsotsi, Liso
- Date: 2019
- Subjects: Traditional medicine -- South Africa -- Eastern Cape , Spiritual healing -- South Africa -- Eastern Cape , Ethnopsychology -- South Africa -- Eastern Cape , Mental illness -- Treatment -- South Africa -- Eastern Cape , Mental illness -- Alternative treatment -- South Africa -- Eastern Cape
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/67753 , vital:29137
- Description: The present study specifically focussed on Faith healing as an indigenous healing system and its influence on the diagnosis and treatment of mental illnesses in the Eastern Cape province of South Africa. The study aimed to provide a descriptive overview of Faith healers’ perspectives on the diagnosis and treatment of mental illnesses in the Eastern Cape, as well as to compare conclusions reached with other categories of indigenous healers. The inter-category comparisons on a broader level allowed for a further comparative discourse with the mainstream western medical psychiatric view of mental illness. Therefore, the scope of this study does not include in-depth analyses of findings, but rather the generation of themes for comparative discussions. While there exists vast literature on the diagnostic and treatment perspectives of the other two categories of indigenous healing systems (traditional healers and herbalists), a limited number of studies have been focussed on Faith healing as an indigenous mode of healing. The present study attempted to address this gap in the literature in an effort to promote future collaborative work across all viewpoints, in the management of mental illnesses. This study, grounded in qualitative research, utilized thematic analysis as its theoretical framework. Non probability judgmental sampling was used to secure self-identifying Faith healers, where conclusions from them were drawn from data collected, using in depth semi-structured interviews and observation. The main findings of the study indicated that Faith healers’ perspectives on the diagnosis and treatment of mental illnesses are based mainly on indigenous cultural theories. Furthermore, that collaboration with other viewpoints is hampered by animosity, feelings of distrust and the fear of appearing inferior.
- Full Text:
- Date Issued: 2019
From farm-workers to farm-owners: a case study of the socio-economic impact of a land reform project on Battlesden farm, Alice, Eastern Cape
- Authors: Nyanda, Langaliphumile
- Date: 2019
- Subjects: Battlesden Farm (South Africa) , Farmers -- Social conditions -- South Africa -- Eastern Cape -- Case studies , Agricultural laborers -- Social conditions -- South Africa -- Eastern Cape -- Case studies , Land tenure -- Government policy -- South Africa , Land reform -- South Africa -- Case studies , Rural development -- Sociological aspects -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape -- Case studies
- Language: English
- Type: text , Thesis , Masters , MSocSc
- Identifier: http://hdl.handle.net/10962/96484 , vital:31284
- Description: This is an evaluation of a land reform project of a community which was given land in 2001. There were 16 participants who were interviewed to give their perspectives on different areas of the project which, including the functioning of the Communal Property Associations (CPA), the role of strategic partners such as agribusinesses, and the support provided by the state in ensuring the success of the project. The participants were also asked about the general development of the farm since ownership was transferred to the community in 2001. The study revealed disappointing results in the state of the farm, and the lack of development that has taken place. This was evident in the functioning of the CPA, and the high unemployment which was prevalent on the farm. There were elements of dependency which resulted from the mentorship of the agribusiness, as well as a lack of state support in the general operations of the farm.
- Full Text:
- Date Issued: 2019
- Authors: Nyanda, Langaliphumile
- Date: 2019
- Subjects: Battlesden Farm (South Africa) , Farmers -- Social conditions -- South Africa -- Eastern Cape -- Case studies , Agricultural laborers -- Social conditions -- South Africa -- Eastern Cape -- Case studies , Land tenure -- Government policy -- South Africa , Land reform -- South Africa -- Case studies , Rural development -- Sociological aspects -- South Africa -- Eastern Cape , Rural development -- South Africa -- Eastern Cape -- Case studies
- Language: English
- Type: text , Thesis , Masters , MSocSc
- Identifier: http://hdl.handle.net/10962/96484 , vital:31284
- Description: This is an evaluation of a land reform project of a community which was given land in 2001. There were 16 participants who were interviewed to give their perspectives on different areas of the project which, including the functioning of the Communal Property Associations (CPA), the role of strategic partners such as agribusinesses, and the support provided by the state in ensuring the success of the project. The participants were also asked about the general development of the farm since ownership was transferred to the community in 2001. The study revealed disappointing results in the state of the farm, and the lack of development that has taken place. This was evident in the functioning of the CPA, and the high unemployment which was prevalent on the farm. There were elements of dependency which resulted from the mentorship of the agribusiness, as well as a lack of state support in the general operations of the farm.
- Full Text:
- Date Issued: 2019
A review of the re-structuring of the Nelson Mandela Academic Hospital through the change management approach
- Authors: Nodikida, Mzulungile
- Date: 2018
- Subjects: Organizational change -- Case studies , Organizational change -- Management , Reengineering (Management) -- South Africa -- Mthatha , Leadership -- South Africa -- Mthatha , Organizational behavior -- South Africa -- Mthatha , Corporate culture -- South Africa -- Mthatha , Nelson Mandela Academic Hospital
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/58339 , vital:27236
- Description: The research used a change management approach to analyze the restructuring of the Nelson Mandela Academic Hospital from a tertiary to a central hospital. The study was underpinned by two objectives. Firstly, to analyze the restructuring of the Nelson Mandela Academic Hospital from a tertiary to a "central" hospital using the Core Elements Framework of change management developed by Antwi and Kale (2014). Secondly, to use the knowledge gained through literature review combined with the experiences of the managers at Nelson Mandela Academic Hospital to inform future healthcare reforms in general and particularly in the restructuring of hospitals. The Core Elements Framework by Antwi and Kale (2014) identifies six fundamental change elements from both emergent and planned change management approaches. The six elements are regarded by theorists from the two different schools of thought i.e. emergent change and planned change as key for successful change. The Core Elements Framework by Antwi and Kale, (2014) demonstrates the strength of not viewing the two approaches to change management as mutually exclusive but as complementing each other when the other is falling short. The study identified the following: ■ The change was prompted by clearly identifiable external factors more than internal factors. ■ There was notable lack of organizational harmony which may have negatively impacted the change process. ■ The Private Public Partnership (PPP) funding model which was aimed at delivering the central hospital collapsed, after a study discovered that it benefited the private sector more than the public sector. ■ There was no proper consultation of major stakeholders for preparation of the change. ■ Resources in all material forms were not made available for the change to take off, this means that there was no organizational capacity to execute the change. The study draws the conclusion that lack of organizational capacity, organizational harmony and a proper consultation process for stakeholders are the main reasons why the restructuring of the Nelson Mandela Academic Hospital is not yielding the desired results. The study recommends that organizations should implement a multidimensional approach for any change initiative to be successful and that organizations must ensure the availability of the necessary resources when embarking on change.
- Full Text:
- Date Issued: 2018
- Authors: Nodikida, Mzulungile
- Date: 2018
- Subjects: Organizational change -- Case studies , Organizational change -- Management , Reengineering (Management) -- South Africa -- Mthatha , Leadership -- South Africa -- Mthatha , Organizational behavior -- South Africa -- Mthatha , Corporate culture -- South Africa -- Mthatha , Nelson Mandela Academic Hospital
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/58339 , vital:27236
- Description: The research used a change management approach to analyze the restructuring of the Nelson Mandela Academic Hospital from a tertiary to a central hospital. The study was underpinned by two objectives. Firstly, to analyze the restructuring of the Nelson Mandela Academic Hospital from a tertiary to a "central" hospital using the Core Elements Framework of change management developed by Antwi and Kale (2014). Secondly, to use the knowledge gained through literature review combined with the experiences of the managers at Nelson Mandela Academic Hospital to inform future healthcare reforms in general and particularly in the restructuring of hospitals. The Core Elements Framework by Antwi and Kale (2014) identifies six fundamental change elements from both emergent and planned change management approaches. The six elements are regarded by theorists from the two different schools of thought i.e. emergent change and planned change as key for successful change. The Core Elements Framework by Antwi and Kale, (2014) demonstrates the strength of not viewing the two approaches to change management as mutually exclusive but as complementing each other when the other is falling short. The study identified the following: ■ The change was prompted by clearly identifiable external factors more than internal factors. ■ There was notable lack of organizational harmony which may have negatively impacted the change process. ■ The Private Public Partnership (PPP) funding model which was aimed at delivering the central hospital collapsed, after a study discovered that it benefited the private sector more than the public sector. ■ There was no proper consultation of major stakeholders for preparation of the change. ■ Resources in all material forms were not made available for the change to take off, this means that there was no organizational capacity to execute the change. The study draws the conclusion that lack of organizational capacity, organizational harmony and a proper consultation process for stakeholders are the main reasons why the restructuring of the Nelson Mandela Academic Hospital is not yielding the desired results. The study recommends that organizations should implement a multidimensional approach for any change initiative to be successful and that organizations must ensure the availability of the necessary resources when embarking on change.
- Full Text:
- Date Issued: 2018
Black woman you’re on your own
- Authors: Ngada, Unathi Ndlelantle
- Date: 2018
- Subjects: Creative writing (Higher education) -- South Africa , South African fiction (English) -- 21st century , Short stories, South African (English) -- 21st century
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63110 , vital:28364
- Full Text:
- Date Issued: 2018
- Authors: Ngada, Unathi Ndlelantle
- Date: 2018
- Subjects: Creative writing (Higher education) -- South Africa , South African fiction (English) -- 21st century , Short stories, South African (English) -- 21st century
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63110 , vital:28364
- Full Text:
- Date Issued: 2018
The role of leadership in shaping school culture in a secondary school
- Authors: Kofi, Linda
- Date: 2019
- Subjects: Educational leadership , Educational leadership -- South Africa -- Eastern Cape -- Case studies , Corporate culture
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/92247 , vital:30698
- Description: SDG 4 calls for an “inclusive, quality and equitable education and lifelong opportunities for all”. The purpose of the study is to investigate how leadership has shaped the school culture, which culminates to higher academic performance in a secondary school. This case study is done in a previously disadvantaged secondary school within the Buffalo City Metro Education District, in the Eastern Cape. Despite the socio-economic challenges faced by the school, the NSC examination pass rate results for the school are constantly above the Provincial NSC pass rate results. Consequently, the aim of the study is to determine the unique characteristics of the school culture that have contributed to high academic performance, and how the school leadership has cultivated this culture. The study reviews school culture using Schein’s organizational culture model. Moreover, it reviews school principalship, leadership and how leadership shapes school culture. Lastly, the study reviews literature on instructional, transformational and distributed leadership theories, as they resonate well with South African school environment. The study utilizes a qualitative research method in its investigation, gathering data through document analysis and interviews. After the data was collected, the pattern matching method was utilized to analyse the findings. The key characteristics of school culture that contributed to the school performing well academically, are the values of disciplined hard work and academic excellence. Furthermore, findings proved that characteristics of instructional leadership such as the provision of professional development and the management of curriculum and instruction have the shape the school culture. Transformational leadership characteristics such as individualized consideration, inspirational motivation and intellectual stimulation, have also shaped the school culture; as have characteristics of distributed leadership such as sharing authority and accountability. The study discusses the findings and then concludes by recognizing the research limitations such as the time constraints and purposeful exclusion of certain school members, for example learners. In its conclusion the study presents it contributions to the body of knowledge and provides recommendations for practitioners and future studies.
- Full Text:
- Date Issued: 2019
- Authors: Kofi, Linda
- Date: 2019
- Subjects: Educational leadership , Educational leadership -- South Africa -- Eastern Cape -- Case studies , Corporate culture
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/92247 , vital:30698
- Description: SDG 4 calls for an “inclusive, quality and equitable education and lifelong opportunities for all”. The purpose of the study is to investigate how leadership has shaped the school culture, which culminates to higher academic performance in a secondary school. This case study is done in a previously disadvantaged secondary school within the Buffalo City Metro Education District, in the Eastern Cape. Despite the socio-economic challenges faced by the school, the NSC examination pass rate results for the school are constantly above the Provincial NSC pass rate results. Consequently, the aim of the study is to determine the unique characteristics of the school culture that have contributed to high academic performance, and how the school leadership has cultivated this culture. The study reviews school culture using Schein’s organizational culture model. Moreover, it reviews school principalship, leadership and how leadership shapes school culture. Lastly, the study reviews literature on instructional, transformational and distributed leadership theories, as they resonate well with South African school environment. The study utilizes a qualitative research method in its investigation, gathering data through document analysis and interviews. After the data was collected, the pattern matching method was utilized to analyse the findings. The key characteristics of school culture that contributed to the school performing well academically, are the values of disciplined hard work and academic excellence. Furthermore, findings proved that characteristics of instructional leadership such as the provision of professional development and the management of curriculum and instruction have the shape the school culture. Transformational leadership characteristics such as individualized consideration, inspirational motivation and intellectual stimulation, have also shaped the school culture; as have characteristics of distributed leadership such as sharing authority and accountability. The study discusses the findings and then concludes by recognizing the research limitations such as the time constraints and purposeful exclusion of certain school members, for example learners. In its conclusion the study presents it contributions to the body of knowledge and provides recommendations for practitioners and future studies.
- Full Text:
- Date Issued: 2019
Still
- Authors: Hall, Leila
- Date: 2018
- Subjects: South African fiction (English) -- 21st century , Short stories, South African (English) -- 21st century
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63638 , vital:28450
- Description: This thesis is a novella in fragments set in contemporary Lesotho. It tells the story of a Mosotho woman in her 30s who has spent a long time living out of the country. She returns to search for a former lover who she hasn’t seen for 15 years. The nonlinear narrative follows her journey, exploring a range of themes, including sexuality, gender and class relations, memory and time, relationship to place, non-conformity and defiance in the face of societal pressure and conformism. The style of writing is inspired by a diverse range of writers, including Sonallah Ibrahim for his understated, sparse and minimalist prose, Tina May Hall for her ability to tell a story in fragmented vignettes, Noy Holland for her understanding of time as synchronous and non-linear, and Ayi Kwei Armah for his skill in evoking the feelings, textures and specificities of a place.
- Full Text:
- Date Issued: 2018
- Authors: Hall, Leila
- Date: 2018
- Subjects: South African fiction (English) -- 21st century , Short stories, South African (English) -- 21st century
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/63638 , vital:28450
- Description: This thesis is a novella in fragments set in contemporary Lesotho. It tells the story of a Mosotho woman in her 30s who has spent a long time living out of the country. She returns to search for a former lover who she hasn’t seen for 15 years. The nonlinear narrative follows her journey, exploring a range of themes, including sexuality, gender and class relations, memory and time, relationship to place, non-conformity and defiance in the face of societal pressure and conformism. The style of writing is inspired by a diverse range of writers, including Sonallah Ibrahim for his understated, sparse and minimalist prose, Tina May Hall for her ability to tell a story in fragmented vignettes, Noy Holland for her understanding of time as synchronous and non-linear, and Ayi Kwei Armah for his skill in evoking the feelings, textures and specificities of a place.
- Full Text:
- Date Issued: 2018
A comparative analysis of social media brand image of insurance companies in South Africa: a longitudinal study
- Authors: Gudu, Daniel
- Date: 2020
- Subjects: Social media -- South Africa , Internet marketing -- South Africa , Chernoff faces , Ínsurance companies -- South Africa -- Marketing , Insurance companies -- South Africa -- Case studies , Multivariate analysis -- Graphic methods
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/144277 , vital:38327
- Description: Social media is changing the way business is conducted. Almost five billion videos are watched on YouTube every single day. Social media has an extensive worldwide presence. Out of the total global population of over 7,5 billion people, over 4 billion are internet users. Of these, over 3 billion are active on social media. Social media is very influential in today's decision-making processes. Businesses must integrate social media into their strategies. The purpose of this research was to investigate the use of a novel method, Chernoff Faces, to assess and compare the social media brand images of six insurance companies in South Africa based on social conversation measurement. The intention of research was towards observing existing situations at hand and pointing out the game changers that can provide the industry with a new leap. Social media are multidimensional and understanding them requires tracking different measures simultaneously. Integrating social media into a communication strategy leads to a problem in finding the best way to portray and communicate multivariate data. It is essential to find the best way to represent and transmit the data so that marketing executives can quickly and easily monitor changes in brand images. Previous studies have successfully proved the possibility of using this method to gauge a "snapshot in time." This study took the concept further by closely monitoring the results for a set of brands over a period to account for the dynamic nature of social media. Accordingly, the study was a longitudinal study of 30 days. Data on the insurance companies was collected from Social Mention, a social media search and analysis platform that aggregates user-generated content into a single stream of information. A tool in the statistical software Stata, Chernoff's faces, was used to analyse the results by generating facial expressions to the metrics associated with the social mentions of each of the insurance companies. The resulting facial expressions were then analysed to recognise the more favourable and stable brands and those that need appropriate risk management. Managing Social Media is challenging as managers must always keep it as positive as possible. Brand managers, therefore, need a better tool to gauge the mood in social media conversations due to the fast-changing nature of social media and the importance of social media to business especially insurance.
- Full Text:
- Date Issued: 2020
- Authors: Gudu, Daniel
- Date: 2020
- Subjects: Social media -- South Africa , Internet marketing -- South Africa , Chernoff faces , Ínsurance companies -- South Africa -- Marketing , Insurance companies -- South Africa -- Case studies , Multivariate analysis -- Graphic methods
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/144277 , vital:38327
- Description: Social media is changing the way business is conducted. Almost five billion videos are watched on YouTube every single day. Social media has an extensive worldwide presence. Out of the total global population of over 7,5 billion people, over 4 billion are internet users. Of these, over 3 billion are active on social media. Social media is very influential in today's decision-making processes. Businesses must integrate social media into their strategies. The purpose of this research was to investigate the use of a novel method, Chernoff Faces, to assess and compare the social media brand images of six insurance companies in South Africa based on social conversation measurement. The intention of research was towards observing existing situations at hand and pointing out the game changers that can provide the industry with a new leap. Social media are multidimensional and understanding them requires tracking different measures simultaneously. Integrating social media into a communication strategy leads to a problem in finding the best way to portray and communicate multivariate data. It is essential to find the best way to represent and transmit the data so that marketing executives can quickly and easily monitor changes in brand images. Previous studies have successfully proved the possibility of using this method to gauge a "snapshot in time." This study took the concept further by closely monitoring the results for a set of brands over a period to account for the dynamic nature of social media. Accordingly, the study was a longitudinal study of 30 days. Data on the insurance companies was collected from Social Mention, a social media search and analysis platform that aggregates user-generated content into a single stream of information. A tool in the statistical software Stata, Chernoff's faces, was used to analyse the results by generating facial expressions to the metrics associated with the social mentions of each of the insurance companies. The resulting facial expressions were then analysed to recognise the more favourable and stable brands and those that need appropriate risk management. Managing Social Media is challenging as managers must always keep it as positive as possible. Brand managers, therefore, need a better tool to gauge the mood in social media conversations due to the fast-changing nature of social media and the importance of social media to business especially insurance.
- Full Text:
- Date Issued: 2020
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