The community broadcasting in South Africa has been accredited with a different mandate from public and commercial broadcasting. This mandate of 'difference' has been stimulated by socio-political conditions under which this sector has been instituted since the early 1990s. During this period, conferences and discussions were held around the liberation of media and airwaves, which directly led to the recognition of the importance and the role that could be played by the community broadcasting sector. This sector of broadcasting is still a new concept in South Africa. Ten years post apartheid; it is no longer defined as a voice for political activism, as it was during its inception. Firstly, its development stages have bent towards a focus in the development of previously disadvantaged communities. Secondly, community radio has been regarded as a way of democratising media, by making it accessible to marginalised and underrepresented communities. It becomes a tool through which they voice out 'who they are' (identity) and also an instrument with which they initiate their own development and empowerment, socially and culturally. The research paper traces the development stages of this sector in South Africa, chronologically from its conception in the 1990s, to its mushrooming from 1994 and its functioning in the late 1990s to the early 21st century. The paper explores the sociopolitical roots of community radio in the face of change from democracy to technocracy. The responsibility of the community media sector includes the fulfillment of participation and media democratisation themes. The theoretical framework discussed by Dennis McQuail (1987, 1994, 2000) under normative theories of the media and development communication theories anaysed by Srinivas Melkote (1991), Jan Servaes (1991), Fred Casmir (1991), also form part of this paper. This paper, with an understanding of the demand for the democratization of the media and airwaves during this period in our country's history, explores how a chosen community radio becomes a public and community representative in the media industry. It focuses on representation of the community by the radio station in its management and functioning. It takes as a case study Highway Radio station. Highway Radio defines itself as a Christian radio station, which broadcasts from Pinetown and reaches Durban and surrounding urban and township areas. The general objective of this paper is to discover a set of indicators that provide a background to which Highway Radio has been able to fulfill its mandate as a community service. This study aims at exploring the active application of the notion of community participation in management and running of the radio station. The democratic-participant media theory stipulates that media must be spearheaded by active participation while the NCRF (National Community Radio Forum) also stipulates that community radio is characterized by active participation in all the structure of its organization. This research, therefore, has been conducted to explore the possibility and applicability of these prerequisites. / Thesis (M.A.)-University of Natal, Durban, 2002.

Could the contribution of the voluntary sector to development be more fully realized given greater current emphasis on participatory development? This research addresses this question within the context of a voluntary sector organization in KwaZulu-Natal. Thus, the site of this study is the non-governmental, non-profit, voluntary organisation: Very Special Arts - KwaZulu-Natal, which focuses on the development of people with disabilities within the framework of the arts. Disability scholars are beginning to decode the discriminatory practices against people with disabilities which indicates that disability as a development category is relatively new. Therefore it was deemed necessary that the analysis of disability in this research be preceded by a consideration of various discourses on disability which is followed by a contextualisation of disability in KwaZulu-Natal. Development paradigms and paradigms within the arts were investigated and formed the framework against which Very Special Arts - KwaZulu-Natal is analyzed. A single project that the organisation engaged in was utilised as a case study to signify the overall and general workings of the organisation. Through the case-study method the development practices Very Special Arts - KwaZulu-Natal have been investigated and critiqued. The result found that the organizational practice was tangential to its normative design. It was recommended that a convergence of participatory paradigms of development and development paradigms within the arts should transpire. These were then offered as possible pragmatic solutions that Very Special Arts - KwaZulu-Natal could engage in to maximize their efficiency and capacity.' / Thesis (M.A.-Cultural Media Studies)-University of Natal, 1999

This research emerges within the context of rapidly rising levels of Human Immunodeficiency Virus (HIV) infection amongst young adults and the escalation of deaths from the Acquired Immunodeficiency Syndrome (AIDS). This study critically examines the commonly used theories and models that guide HIV/AIDS communication campaigns. However, it notes that the broad ranging theories and models used during HIV/AIDS preventative and care campaigns emphasise communication linearity and individualism and therefore fail to acknowledge culture. In view of the multiplicity of cultural and language groups that exist in South Africa, culture plays a crucial role in HIV/AIDS communication interventions. Failure to acknowledge the cultural context in campaign theory has various negative implications. One is that, because these theories and models are linear, they are sender-oriented. The recipients are therefore unable to identify with the message as they are divorced from the context of its production. Furthermore, because of a lack of engagement by the recipient in the development of messages, retention of knowledge is minimal and this leads to a lack of acceptance of the message. Clearly then, there exists a need for these theories and models to be re-articulated so that they are less linear and individualistic, but rather more flexible so that they may be adapted for application within various cultural contexts. This study suggests that one of the ways of alleviating campaign linearity and including culture is by borrowing Paulo Freire's (1990) underlying principles of participation and incorporating them into communication campaign theory in the form of audience participation. Communication campaign theory would therefore include audience participation as a central component during its planning, implementation and evaluation phases. The appropriateness of this suggestion is demonstrated by applying it to and evaluating a HIV/AIDS awareness campaign targeted at young adults at a tertiary institution in KwaZulu Natal. / Thesis (M.A.)-University of Natal, Durban, 2002.

This study explores the ways in which a group of local fishermen in Durban understand and negotiate their categorical exclusion from a public space. Several months prior to the FIFA World Cup 2010 in South Africa, three piers on the Durban beachfront were closed for upgrading. The fishermen had used two of these piers for nearly three decades, but when they were re-opened, access for fishermen was no longer allowed. Working in the constructionist paradigm and within the field of Cultural Studies, this study describes the fishermen as engaged in the politics of signification through the organisation of public action. To explore their understandings I applied a qualitative, mostly ethnographic approach, and focused particularly on those fishermen who fish on the beachfront and are active in the KwaZulu-Natal Subsistence Fishermen’s Forum (KZNSFF), a body that represents the fishermen in the public sphere. The study shows that the fishermen are a heterogeneous group who understand their exclusion in different ways. This variety and complexity of understandings in effect works against collective action and posed a challenge to the leadership of the KZNSFF who sought to construct a coherent collective action frame. Drawing on Social Movement theory, two public protests in which the fishermen negotiated their exclusion were among the central focuses of this study. The first was held during the World Cup and organised by KZNSFF. The other protest was less coordinated and held after the World Cup. Both protests are analysed through comparison, and indicate the importance of access to resources of leadership. The role of the media in effective Social Movement Organisation (SMO) is discussed in terms of ‘media standing’ and the legitimisation of actions and position of speakers. Further, it is argued that the presence of democratic institutions does not necessarily lead to democratic decision-making as civil society is often demobilised by political society. Additional to public protests, the fishermen negotiated their exclusion in the letters to the editor section of local press. Argumentative discourse analysis is applied in the analysis of a sample whereby strategies of othering are identified. The letter writers were engaged in an unequal contestation in which different sets of stake-holders sought to define what counts as truth in relation to access to the Durban beachfront. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2011.

Many community development initiatives place great emphasis on the need for the a participatory approach towards development. Here the beneficiaries are expected to engage in dialogue and collective action in order to be empowered and consequently developed. This study therefore seeks to explore the elements of dialogue and collective action in a crime prevention and health promotion intervention that was administered by a non-governmental organisation called Footballers for Life (F4L) at the Heidelberg Correctional Centre (Johannesburg, South Africa) from March to August 2011 amongst a group of 40 male offenders. Premised on the idea that true human development should be participatory and therefore dialogical, this study used Participatory Communication to explore dialogue for collective action within the mentioned intervention. Participatory Communication was applied through the use of the Communication for Participatory Development Model (CFPD), which was used as a guide through which dialogue for collective action was explored. Furthermore, F4L is an organisation that uses retired professional football stars who, acting as role models, offer a unique approach towards effecting behaviour change amongst the communities they work with. Hence in this regard this study used the Social Cognitive Theory to primarily explore the significance of role modelling towards behaviour change in the F4L programme at the Heidelberg Correctional Centre. Taking a qualitative research approach, this study used interviews, focus groups as well as a participant observation schedule to collect the relevant data. This data was analysed through a thematic analysis which was facilitated through the use of a data analysis software package called NVivo. The study reveals how the offenders were excluded from the initial dialogue that took place between F4L and the prison in the recognition of the problems facing the offenders and planning of the intervention. Upon invitation to join the F4L programme the offenders went into it without any sense of ownership or clear understanding of what the programme was about potentially threatening the envisaged purpose of the programme. However, the study also found that the democratic leadership style and genuine efforts of the F4L head Coach (Silver) were able to play a key role in fostering a sense of brotherhood and therefore ownership of the developmental process amongst the offenders leading to the attainment of certain individual as well as social outcomes, i.e. self-reliance, empathy, budgeting skills, collective efficacy as well as communal trust. / Thesis (M.Soc.Sc.)-University of KwaZulu-Natal, Durban, 2013.

HIV and AIDS is one of the biggest challenges facing South African young people today (Govender, 2010). Young people are at risk, partly through their own behaviour and partly through the attitudes, expectations and limitations of the societies in which they grow up (Panos AIDS Briefing, 1996).The are many HIV prevention programmes developed globally and nationally, specifically for young people but the pandemic still escalates rapidly. The fourth decade now calls for multidimensional approaches when communicating HIV prevention for young people. This thesis explores how young people can contribute to this multidimensional approach through their active participation in the various phases of developing HIV projects. The study does this through a sample of eight youth-focused HIV organisations in KwaZulu-Natal and a sample of students from the University of KwaZulu-Natal, to gain more insight into participation of young people in the development of HIV programmes. Bodymapping, a visual and art-based method, was used to explore young people’s understanding of HIV, their perceptions of HIV programmes and the possibilities of their participation in the developing of further HIV projects. The study used a grounded approach and applied principles of participatory action research to collect data in four phases. The first phase used interviews and focus group discussions with eight sample organisations to give insight into the programmes offered to young people and how they engage and make sense of their participation within these programmes. The second phase draws on previous bodymapping workshops that have been conducted with students from UKZN and young people in various communities to explore the application and relevance of bodymapping. In the third phase, data is presented on two bodymapping workshops conducted, to engage with young people about their contribution to the development of HIV programmes. The final phase draws on two focus group discussions, conducted with bodymapping participants, to examine their experiences and interpretation of the bodymapping process. Some of the key findings indicate that a blanket approach to HIV programmes will not always work, as young people’s sexual behaviour needs to be explored within a wider socio-ecological framework that recognises the inter-relational and interconnected system in which they make their sexual choices. The data indicates that youth and organisations strongly support the importance of participation and the inclusion of participants when developing HIV projects. However, discussions about participation indicated that while young people could identify the importance of participation, they still lacked an understanding of how to participate and how they could learn more about their lived experiences through participation. This was evident in the data where there was a distinction in how participation was defined from those in the UKZN group and those from rural KZN. In understanding what constitutes participation, young people are better positioned to aid the process of developing effective HIV related projects that are participant specific. I argue that bodymapping can be used as a process to initiate and aid the participation of young people in the various phases of developing HIV projects. A three level model for applying bodymapping and planning processes has been developed to encourage participation with young people where the first step ensures that young people define what participation means to them. This becomes the foundation for how communication practitioners and academics make sense and theorise participation from a participant informed perspective. Bodymapping was pivotal in this process of engaging young people in self-reflection and introspection which encouraged a process of dialogue towards better understanding and defining participation from a participant perspective. Bodymapping in this way can be identified as a catalyst that encourages dialogue as part of communication for participatory development. / Thesis (Ph.D.)-University of KwaZulu-Natal, Durban, 2013.

Schistosomiaisis, commonly referred to as bilharzia is a neglected tropical parasitic water borne disease prevalent in developing countries and is endemic in KwaZulu-Natal, South Africa. The World Health Organisation (WHO) aims to eliminate bilharzia as a public health problem by the year 2020 and as a measure to work towards this goal, the South African Department of Health (DoH) Ugu District, KwaZulu-Natal commenced a Mass Treatment Campaign (MTC) targeted at rural schools to decrease bilharzia infection intensity and prevalence levels. The DOH MTC utilises communication materials to communicate with stakeholders and the public to create awareness of the campaign and bilharzia. This study specifically explored the perceptions of learners towards the communication materials used by the DOH MTC to communicate with the learners in order to generate improvements for the current communication strategy. The ability of an individual to receive information is commonly impacted by the community, social networks and the environment and infrastructural settings of the community. The Social Ecological Model of Communication and Health Behaviour (SEMCHB) acknowledges that such factors may have an impact on how the individual receives information. The study utilises the broader social ecological perspective, and particularly the SEMCHB as a framework for understanding and exploring the perceptions of learners. The study made use qualitative data through focus group discussions, semi- structured interviews and participant observations to gain insights from learners. The study discovered that many incorrect perceptions about bilharzia still surround the learners. The perceived messages communicated through the DoH MTC still need to be communicated with learners, since some learners face challenges in understanding the preferred message. The encoding of the communicated messages through the poster, pamphlet and consent forms is influenced by the individuals social networks hence this study recommends that future communication message are designed with reference to the SEMCHB. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2013.

The developments in technology and concomitant access to the Internet have reshaped the way people research in their personal and academic lives. The ever-expanding amount of information on the Internet is creating an environment where users are able to find what they seek for or add to the body of knowledge or both. Researching, especially for academic purposes, has been greatly impacted by the Internet’s rapid growth and expansion. This project stemmed from a desire to understand how student’s research methods have evolved when taking into account their busy schedules and needs. The availability and accessibility of the Internet has increased its use considerably as a straightforward medium from which users obtain desired information. This thesis was to ascertain in what manner senior undergraduate students at the University of Kwa-Zulu Natal Pietermaritzburg campus use the Internet for academic research purposes which is largely determined by the individual’s personal preference and access to the Internet. Through the relevant literature review there arose pertinent questions that required answers. Students were interviewed to determine when, why and how they began using the Internet, and how this usage contributes to their academic work; whether it aids or inhibits student’s research. Through collection and analysis of data, evidence emerged that students followed contemporary research methods, making extensive use of the Internet, while a few use both forms of resources, unless compelled by lecturers when following assignment requirements. As a secondary phase, from the results received from the students, lecturers were interviewed. Differing levels of restrictions on students were evident; they themselves use the Internet for academic research purposes. Lecturers were convinced they had the understanding and experience to discern what was relevant and factual. Referring to the Internet for research is becoming more popular. This should continue to increase as the student’s lives become more complex. A suggestion offered by this research project is to academic staff. Equip students from their early University years on standards they should follow in order to research correctly, as opposed to limiting their use of the Internet leading in part to students committing plagiarism being unaware of the wealth of reputable resources available for their use and benefit on the Internet. / Thesis (M.A.)-University of KwaZulu-Natal, Pietermaritzburg, 2013.

As media and entertainment products flood across porous national borders around Southeast Asia, wary local elites have been able to sustain their legitimacy, despite rumblings to the contrary. Global industry trends like conglomeration, commodification and celebrification, mean few real challenges to the existing political and economic status quo. Whilst modernization theory assumes that the globalizing communication media would spread liberal, open societies, as this thesis will show, this is not the case in Southeast Asia. Despite the fact that the Asian Financial Crisis undermined the developmental state championed by many of the Region’s illiberal governments, it did not give rise to a liberal alternative, but to something more hybrid and complex which this thesis will reveal. The development of the communication media has had important implications for the nature of politics and political process in the region. However, rather than inspiring democratic ideals in an informed and educated public, it is commercial concerns which have come to dominate its agenda since the Asian Financial Crisis. This results in a churn of generic, even pasteurized media offerings, as media owners seek to woo concerned governments, and further their own business interests. The local media is not immune to these general trends, and tends to be locked in its own battle of competing interests, only very occasionally reflecting the political aspirations of its audience and their somewhat muted call for political change, rarely laying the seed. As a result, although there are interesting local responses to the growth of the media and entertainment industry and the changes being wrought by the Internet and other new technologies, the mass media has developed an ambiguous relationship with the political process. More significantly, local elites have proved resilient in the face of the challenge of the globalized media and, acting against the background of the “war on terror”, have been able to accelerate illiberal media options, maintaining their control strategies albeit, at times, around newly formed coalitions of support. In fact, this thesis demonstrates that the traditional elites have regrouped since the Asian Financial Crisis of 1997, and are restoring their control over the media, where possible by ownership or legal means or, alternatively, where that has proved difficult, they have increasingly taken the sophisticated approach of using the techniques espoused by the perception industries and by public relations consultants to ensure they communicate effectively in an increasingly complex media environment.

The impact of athlete activism online remains understudied in academic scholarship. To gain a better understanding for fan response to athlete activism online, this study examines the patterns in perception and response among sports fans with respect to politically-charged content posted online by professional athletes. The purpose of this study is to use this understanding of fan response to help athletes and their representatives manage fan reaction to athletes’ politically-charged content. By examining fan response to politically-charged content, this study suggests principles for eliciting positive impact, fostering open discourse, and promoting awareness through social media. Patterns in perception and response among sports fans with respect to politically-charged content posted online by professional athletes were examined through in-depth interviews conducted with sports fans between the ages of 18 and 30 who follow the profiles of professional athletes on social media. An understanding of the potential benefits and drawbacks of athletes’ use of social media for social movements has been gained through an analysis of the emergent themes among perception and response patterns revealed by study participants. The emergent themes of this study inform recommendations for professional athletes posting politically-charged content online. The findings of this study suggest that athletes who post politically-charged content online should do so with their goals and audience in mind. Knowing their goals as well as their audience grants athletes the ability to frame their content accordingly, rendering them more likely to receive positive responses to the politically-charged content they post. Based on the findings of this study, athletes who frame politically-charged content as a narrative highlighting their lived experience and employing appeals to emotion and humor yield the most positive responses from otherwise uninterested or hostile fans. The insights gained from this study stand to fill the gap in existing literature surrounding athlete activism online.