Thesis (M.A. (Media Studies)) --University of Limpopo, 2014 / The purpose of this study was to explore if new media have redefined Vodacom SA‟s advertising and if so to what extent. The research employed Vodacom SA as its case study. Quantitative and qualitative descriptive and explorative research was conducted to determine whether the new media had redefined advertising culture and if so to what extent. Data collection was collected through structured questionnaires, the administration of an intensive interview and secondary data. The structured questionnaires were filled in by 200 conveniently randomly selected University of Limpopo students who represented media audiences and their perceptions. The intensive interview was carried out with Vodacom SA‟s Senior Communications officer Ashleigh Dubbelman. The secondary data was collected from Vodacom SA‟s official documents. The research findings revealed that audience interactivity, due to the new media, has become an important aspect of Vodacom SA‟s advertising process. The uses and gratifications theory proved relevant as the research showed that it is not always how the media influences an audience but what the audience responds to media content or messages. Audience preferences and medium selection proved decisive. Social networks, proved to be the new dominant platform for new media advertising. Furthermore, the findings showed that traditional media TV still possess great influence. The digital divide amongst and within audiences were influential in the limited usage of new media in advertising in the Vodacom SA context. In terms of legislation; no explicit laws on new media and advertising have been enacted yet. On advertising expenditure, budgets have remained largely unchanged but allocation increases tilted towards new media. Conclusively; the research observed that new media has redefined Vodacom SA‟s adverting culture, though the redefinition is still minute and is to a small extent. Key Words New media, Vodacom SA, advertising culture, interactivity, digital divide, audience, social networking sites, redefinition, traditional media, uses and gratifications.

O propósito da presente dissertação de mestrado é o de investigar o trabalho e a cultura em agências de publicidade brasileiras, a partir da perspectiva da sustentabilidade organizacional. Tal perspectiva preconiza que as empresas considerem seus colaboradores como um importante público, com o qual devem manter relações éticas, justas e transparentes. Por sua vez, as agências de publicidade, que são o corpus da presente pesquisa, apresentam vícios organizacionais e profissionais, que foram observados durante vivência de nove anos da pesquisadora como publicitária do mercado brasileiro. Os principais questionamentos advindos dessa prévia observação participante, giram em torno dos fatores que originam, influenciam, mantém ou legitimam tais vícios. Mais especificamente, enfoca-se as grandes agências de publicidade, pois, tidas como \"cristais\" do mercado publicitário - em faturamento, clientes, prêmios etc. - infere-se que sirvam de exemplo às demais agências - pequenas e médias -, bem como a empresas de outros setores da indústria da publicidade brasileira, como produtoras e fornecedores. Diante da variedade influências que tecem a realidade social do trabalho em grandes agências, recorre-se à abordagem interdisciplinar para composição do referencial teórico que considera os aportes do campo de estudos da comunicação, cultura e sustentabilidade organizacionais; como os da sociologia histórica, da antropologia, da psicologia do trabalho e da gestão antropológica. Dessa forma, faz-se presente o paradigma complexo nesta obra. Para cumprir o objetivo de pesquisa, recorre-se ao inventário e análise de nuances culturais e de práticas organizacionais e profissionais em agências de publicidade, a partir de pesquisa social exploratória, realizada na cidade de São Paulo entre maio de 2012 e maio de 2014, com visitas a seis grandes agências, ao Sindicato dos Publicitários de São Paulo e conta 36 participantes, de diferentes perfis e cargos. A pluralidade da amostragem é composta por dois critérios: inclusão progressiva e aleatoriedade. Os participantes contribuem em entrevistas em profundidade não estruturadas e semiestruturadas e no preenchimento de questionário em escalas Likert, técnica e instrumento selecionados para atingir o objetivo da pesquisa. A partir da correlação entre aspectos inventariados da cultura e do trabalho em grandes agências, é possível realizar análises que desvelam como se dá o trabalho no ethos da produção publicitária nacional. Muitos aspectos analisados divergem da noção da sustentabilidade organizacional. Neste contexto, o papel primordial da comunicação organizacional é debatido: o de captar e interpretar aspectos dissonantes dos preceitos sustentáveis, para possibilitar aos gestores tomadas de decisões direcionadas a um (re)tecer cultural que considere o trabalho como um valor sustentável. / The purpose of this master thesis is to investigate the work and culture in Brazilian advertising agencies, from the perspective of organizational sustainability. This perspective recommends that companies consider their employees as an important public with which they must maintain ethical, fair and transparent relations. Besides, advertising agencies, which are the corpus of this research, present organizational and labor vices, which were observed during nine years of experience as a researcher in the Brazilian advertising market. The main questions arising from this previous participant observation revolve around the factors that lead, influence, maintain or legitimize such vices. More specifically, it focuses on is the big advertising agencies known as \"crystals\" of the advertising market - in sales, customers, awards etc. - It appears that they serve as an example to other agencies - small and medium - as well as companies in other sectors of the Brazilian advertising industry, as producers and suppliers. Regardless of the variety influences that weave the social reality of working in large agencies, refers to the interdisciplinary approach to get the composition of the theoretical framework that considers the contributions of the communication studies, organizational culture and sustainability; as the historical sociology, anthropology, psychology of work and anthropological management. Thus, there is the complex paradigm shown in this scientific study. To fulfill the objective of research, it is through the identification and analysis of cultural nuances and organizational practices and professionals in advertising agencies, from exploratory social survey conducted in São Paulo between May 2012 and May 2014, with visits to six major agencies, to the Advertisers Union of São Paulo and has 36 participants from different profiles and positions. The plurality of sampling consists of two criteria: progressive inclusion and randomness. Participants contribute in-depth interviews unstructured and semi-structured questionnaire and fill in Likert scales, technical and selected instrument to achieve the objective of the research. From the correlation between inventory aspects of culture and work in large agencies, it is possible to perform analyzes that reveal how is the work ethos of the national advertising production. Many aspects analyzed diverge from the notion of organizational sustainability. In this context, the primary role of organizational communication is discussed: how to capture and to interpret dissonant aspects of sustainable principles, to enable managers making decisions directed to a cultural (re)weave that considers work as a sustainable value

O propósito da presente dissertação de mestrado é o de investigar o trabalho e a cultura em agências de publicidade brasileiras, a partir da perspectiva da sustentabilidade organizacional. Tal perspectiva preconiza que as empresas considerem seus colaboradores como um importante público, com o qual devem manter relações éticas, justas e transparentes. Por sua vez, as agências de publicidade, que são o corpus da presente pesquisa, apresentam vícios organizacionais e profissionais, que foram observados durante vivência de nove anos da pesquisadora como publicitária do mercado brasileiro. Os principais questionamentos advindos dessa prévia observação participante, giram em torno dos fatores que originam, influenciam, mantém ou legitimam tais vícios. Mais especificamente, enfoca-se as grandes agências de publicidade, pois, tidas como \"cristais\" do mercado publicitário - em faturamento, clientes, prêmios etc. - infere-se que sirvam de exemplo às demais agências - pequenas e médias -, bem como a empresas de outros setores da indústria da publicidade brasileira, como produtoras e fornecedores. Diante da variedade influências que tecem a realidade social do trabalho em grandes agências, recorre-se à abordagem interdisciplinar para composição do referencial teórico que considera os aportes do campo de estudos da comunicação, cultura e sustentabilidade organizacionais; como os da sociologia histórica, da antropologia, da psicologia do trabalho e da gestão antropológica. Dessa forma, faz-se presente o paradigma complexo nesta obra. Para cumprir o objetivo de pesquisa, recorre-se ao inventário e análise de nuances culturais e de práticas organizacionais e profissionais em agências de publicidade, a partir de pesquisa social exploratória, realizada na cidade de São Paulo entre maio de 2012 e maio de 2014, com visitas a seis grandes agências, ao Sindicato dos Publicitários de São Paulo e conta 36 participantes, de diferentes perfis e cargos. A pluralidade da amostragem é composta por dois critérios: inclusão progressiva e aleatoriedade. Os participantes contribuem em entrevistas em profundidade não estruturadas e semiestruturadas e no preenchimento de questionário em escalas Likert, técnica e instrumento selecionados para atingir o objetivo da pesquisa. A partir da correlação entre aspectos inventariados da cultura e do trabalho em grandes agências, é possível realizar análises que desvelam como se dá o trabalho no ethos da produção publicitária nacional. Muitos aspectos analisados divergem da noção da sustentabilidade organizacional. Neste contexto, o papel primordial da comunicação organizacional é debatido: o de captar e interpretar aspectos dissonantes dos preceitos sustentáveis, para possibilitar aos gestores tomadas de decisões direcionadas a um (re)tecer cultural que considere o trabalho como um valor sustentável. / The purpose of this master thesis is to investigate the work and culture in Brazilian advertising agencies, from the perspective of organizational sustainability. This perspective recommends that companies consider their employees as an important public with which they must maintain ethical, fair and transparent relations. Besides, advertising agencies, which are the corpus of this research, present organizational and labor vices, which were observed during nine years of experience as a researcher in the Brazilian advertising market. The main questions arising from this previous participant observation revolve around the factors that lead, influence, maintain or legitimize such vices. More specifically, it focuses on is the big advertising agencies known as \"crystals\" of the advertising market - in sales, customers, awards etc. - It appears that they serve as an example to other agencies - small and medium - as well as companies in other sectors of the Brazilian advertising industry, as producers and suppliers. Regardless of the variety influences that weave the social reality of working in large agencies, refers to the interdisciplinary approach to get the composition of the theoretical framework that considers the contributions of the communication studies, organizational culture and sustainability; as the historical sociology, anthropology, psychology of work and anthropological management. Thus, there is the complex paradigm shown in this scientific study. To fulfill the objective of research, it is through the identification and analysis of cultural nuances and organizational practices and professionals in advertising agencies, from exploratory social survey conducted in São Paulo between May 2012 and May 2014, with visits to six major agencies, to the Advertisers Union of São Paulo and has 36 participants from different profiles and positions. The plurality of sampling consists of two criteria: progressive inclusion and randomness. Participants contribute in-depth interviews unstructured and semi-structured questionnaire and fill in Likert scales, technical and selected instrument to achieve the objective of the research. From the correlation between inventory aspects of culture and work in large agencies, it is possible to perform analyzes that reveal how is the work ethos of the national advertising production. Many aspects analyzed diverge from the notion of organizational sustainability. In this context, the primary role of organizational communication is discussed: how to capture and to interpret dissonant aspects of sustainable principles, to enable managers making decisions directed to a cultural (re)weave that considers work as a sustainable value

The phenomenon of culture jamming is not so well known in the Czech Republic. So I decided to focus on defining this term, which is sometimes translated as cultural sabotage. At the beginning of this dissertation work, I try to introduce important theories that are related to the central concept. I also focus on how culture jamming most often express and what forms are most common. In the part of examples of culture jamming in the world, I try to describe the important foreign culture jamming's groups, including demonstrations of their actions and performances. In the same way I map the Czech culture jamming groups. For a better illustration and approximation of the concept, the whole of this theoretical part is supplemented with a picture attachment. Part of the dissertation work is also a research part, which focuses on the mapping of culture jamming in the Czech Republic. Above all, I try to find out what are the motivations, speeches and goals of Czech cultural saboteurs.

Many American companies looking to increase sales and achieve growth targets consider expanding the reach of their product lines to other countries. However, expansion on a global scale often requires much trial and error as English-speaking companies try to market their goods to a foreign audience. In order to ease this process, localization experts are often hired to "localize" or change advertisements in order to make them more culturally relevant to consumers. Because the field of localization is relatively new, there is little research done on the degree and extent to which advertisements are localized. The purpose of this study is to explore the cultural differences in advertising between Russia and the United States of America. Two different samples of print magazine advertisements were taken from beauty magazines published in Russia and America to determine how much, if any, localization is occurring in Russian media. In order to compare the different advertising strategies of Russia and the United States, 235 non-localized Russian advertisements and 128 localized advertisements were coded for several different pragmatic features that Simpson (2001) included in his "reason" and "tickle" advertising framework. The results were then analyzed through content analysis and Chi-square statistics to find what pragmatic features are characteristic of localized and non-localized Russian ads. The study found that non-localized Russian advertising places more emphasis on reason-based persuasion strategies—most notably celebrity endorsement and extensive listing of reasons to buy a particular product. Localized Russian advertising, in contrast, uses more tickle-based persuasion tactics such as metaphor and implicature. 80% of localized Russian advertisements had little to no change in their advertising text from the English version of the advertisements, which means that the rate of localization in Russian advertising is currently low. Low rates of localization and differing persuasive techniques among the two samples signify the need for better cultural awareness in international marketing campaigns.

The early- to mid-twentieth century criticism surrounding E. E. Cummings often dismisses his poetry in Eliotic terms. In analyzing Cummings’s critics’ arguments and methodologies, I attempt to reveal the ways in which Cummings has been unfairly labelled, and also the strains in modernist criticism that have continued up through to today. I compare the modernist approaches to the text to the way recent critics talk about Cummings in order to shed light on our critical inheritance from modernism. Finally, I analyse Cummings’s poetry in terms of one of the more recent discussions of modernist texts, that of relationship between commodity and advertising culture and modernist poetry. My project seeks, by using Cummings as a case study, to articulate not only how certain literary values came to be established, but also how certain methods of persuasion in literary criticism can undermine and even silence certain aspects of a text.