In South Africa there are general studies that aim to understand HIV prevalence and specific surveys for target groups. However there is a gap in research that relates particularly to university students active participation in HIV/AIDS prevention messaging. This study explores the use of the Communication for Social Change (CFSC) theory with students at the University of KwaZulu-Natal, Durban. The study takes the form of a survey, using researcher administered questions with 400 students at the Westville and Howard College campus to understand their perceptions of the 'Abstinence, Be faithful and Condomise' prevention strategy. Two focus groups were conducted at both campuses to further analyse the survey findings, with a particular reference to the use of dialogue to actively engage students in discussions about HIV/AIDS prevention messages. The study traces the origin of CFSC through a review of the development communication theories (which include modernization theory, dependency theory, development support communication and another development). The survey revealed that students were not supportive of programmes with a top-down flow of communication. Students at both campuses welcomed the role that dialogue could play to encourage student participation in the design of a new HIV/AIDS prevention message. Some of the findings from the survey showed that 91% of students at both campuses motivated in favour of students as active participants in HIV/AIDS communication processes. The findings from the focus group also revealed that students did not find the ABC message effective, and strongly promoted a revision of this message which should include 'accountability' and 'responsibility' as part of the HIV/AIDS prevention strategy. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2007.

The 1994 democratic elections, which were the first of their kind in South Africa, served as a significant turning point for the country as they marked the end of an oppressive regime and the beginning of a long sought after dispensation; democracy. The change in dispensation was not only limited to the political sphere but naturally filtered through to every aspect of South African life including the broadcasting industry. In fact, leading up to the elections, a number of negotiations had begun centered around the necessary restructuring of the national broadcaster; the South African Broadcasting Corporation (SABC). In regard to this moment in history, Raymond Louw (1993: 01) mentions that, there had "never been a time in South Africa when debate about media, its conduct, structures, ownership and control hard] been so intense". The negotiations were deemed important for a number of reasons. Firstly the media, by virtue of their perceived power and ability to influence the general public, are a highly contested domain. It was therefore essential for a consensus to be reached on how the SABC, for example, would be managed during this time so that no parties would be left at a disadvantage. Secondly, the SABC had earned a reputation as the Nationalist government propaganda machine and therefore had to be freed of this undemocratic burden. The paper is thus a case study of the SABC and the Independent Communications Authority of South Africa (ICASA). Issues of ownership, control, regulation and the role of public service broadcasting will be discussed primarily from a political economic perspective. / Thesis (M.A.)-University of KwaZulu-Natal, 2006.

This research is an investigation into the political economy of sports broadcasting within a South African context, using the ICC Cricket World Cup 2003 (CWC2003) as a case study. The staging of this global event, hosted by South Africa, is the focal point of many the world's largest sports media institutions and the production, packaging and distribution of the event is worth hundreds of millions of dollars. There are also many economic spin-offs generated by a media event of this magnitude in the form of ad spend and media merchandising which add to the monetary value of the Cricket World Cup as a mediated commodity. This dissertation looks at the political economy of the media in relation to the rapid globalization of the economics of sport and the role that technology has played in this development. In particular, the research will focus on the South African television broadcasting environment while at the same time acknowledging the trends and impact that global forces in sports economics have had on broadcasting. The research pays particular attention to the question of national identity and the role that sport broadcasting on television plays in building a spirit of national unity. This unifying tool has raised debates by the government regarding access to sporting events that are deemed to be of 'national interest'. In light of this, the dissertation looks at the role that public service broadcasting now plays in broadcasting sport to the greater population in South Africa. Finally, the dissertation looks at the case study of the cricket World Cup 2003 held in South Africa against which to apply the theories of political economy, globalization, and national interest. The dissertation looks at the audiences and spectators at the center of a dynamic relationship between Sports bodies, commercial agents, broadcasters and advertisers. / Thesis (M.A.)-University of Natal, Durban, 2003.

The issue of branding with regard to public health communication is the topic of this thesis. The case study investigated is that of the loveLife Lifestyle brand introduced to South Africa in 1999 by the US-based Henry J Kaiser Family Foundation. loveLife brought together the collective efforts of a consortium of NGOs concerned with adolescent reproductive health in South Africa with the primary objective of reducing the rate of new HIV infections, sexually transmitted infections and teenage pregnancy through promoting a healthy lifestyle approach using traditional commercial marketing techniques. This study draws upon the Circuit of Culture to explore the manner in which the meaning of the loveLife lifestyle brand discourse is constructed, produced, distributed and consumed through using a semiotic approach. To achieve this the study explores the meanings represented by loveLife through examining the images and texts from the television and radio programmes, outdoor media; print publications and public relations produced by loveLife. The manner in which these meanings were produced by loveLife as articulated in various policy documents. It explores how young people aged 12-17 from different socio-economic backgrounds consume and make meaning of the loveLife brand and use these in everyday life to express meaning about themselves in their social interaction and how carcereal networks of power comprising parents, religious groups and AIDS organizations have sought to regulate the meaning and social identities that arise from the representation of the brand. The study concludes that the representation of the loveLife lifestyle brand has given rise to a brand identity that positions adolescent sexuality as something that is cool and that everyone is engaged in. This representation has been the result of a deliberate brand strategy by loveLife that has sought to encourage more open discussions between parents and youth on issues relating to sex and sexuality. The unintentional consequence arising from this representation is that in their consumption of the meanings of loveLife, loveLife's interpersonal facilities are decoded by others in the community as being spaces that encourage sexual interaction by young people. Young people who attend these facilities are by implication decoded as being sexually active. This undermines the intention of the producers of creating spaces where young people can engage and interact in a variety of recreational activities including learning about sexual and reproductive health. An additional unintentional consequence of the representation is that stakeholders who exert power over young people such as parents and religious leaders have actively sought to regulate the meaning of the brand either through using formal channels of protest such as the Advertising Standards Authority of South Africa or through preventing their youth from participating in loveLife's interpersonal programme. This study proposes that the quality of media messages be measured in relation to the meanings that consumers and those that interact with them decode. This includes exploring the social identities that these meanings give rise to and manner in which these find meaning through everyday interaction and the extent to which these meanings correlate with those intended by the producers of the message. / Thesis (M.A.)-University of KwaZulu-Natal, 2007.

South Africa is a country interconnected with Africa and also more connected with the world.South African national television news evidently is also more global or 'glocalised' (Robertson, 1996) today in comparison to the period during apartheid. This research incorporates an analytic-empirical, social constructivist approach, and interprets news as a specific construction of reality, a "social artifact" (Hjarvard, 2002: 91) of the context in which it is produced (Venter, 2001: 197). This definition allows for the analysis of existing aspects in news items to determine exactly what makes news reality global, 'glocal' or cosmopolitan.The methodology uses a comparative content analysis of three non-sequential weeks selected during September, October, and November 2006, of SABC 3 and e-TV national television news, focusing only on the first fifteen minutes of bulletins, and examining only foreign news. Foreign news includes foreign news locally and news with a South African connection abroad (Sreberny-Mohammadi etal, 1985). The current research analyses the influence of globalisation on each broadcaster - economically, politically, culturally, and technologically - and examines the mediation of global, 'glocal', and moderate cosmopolitan perspectives in news items. Findings reveal that globalisation does influence SABC 3 and e-TV in similar ways with slight differences, and while national or international perspectives are more prominent, global, 'glocal', and moderate cosmopolitan outlooks are still present, and e-TV represents these slightly more than SABC 3. Conclusively, SABC 3 and e-TV construct its news audience as citizens of the nation and citizens of the world, by representing a 'sliding scale' (Wallis and Baran, 1990) from national to international and global perspectives. This present study demonstrates how SABC 3 and e-TV mediate "allegiances to the outer circle" (Bowden, 2003: 242-243) - regional, international, and global - by examining the relevance of extending beyond a South African perspective in news broadcasts. / Thesis (M.A.)-University of KwaZulu-Natal, 2007.

This thesis articulates theoretical views on science fiction in relation to our world as viewed from a postmodern perspective. Inherent herein, is the exploration of the ambivalent nature of the theme of the apocalyptic and its pervasive influence in contemporary science fiction texts, in particular the selected canonical works of Arthur C. Clarke and contemporary film. The pertinent idea inherent in these texts is its concerns regarding the future of humanity. The social anxieties of our postmodern age are foregrounded thereby bridging the intersection of apocalyptic narrative with the concept of the postmodern. Of particular significance is the presentation of social degeneration, the collapse of civilized society through advanced technologies as well as the ending and transcendence of human time. This study sheds important light on the need and search for meaning in a world plunged by chaos and incoherence. This is imbued in the way science fiction texts mirror and develop such concerns in our postmodern period. In an attempt to construct meaning it thereby renders an exploratory examination of our postmodern world in relation to its dreams, visions and anxieties. / Thesis (M.A.)-University of KwaZulu-Natal, 2005.

Indigenous communities, like the Bushmen of the Southern Kalahari, always attract visitors who 'go there' to experience the 'life out there'. Travelling in their 4x4s, these visitors also bring cameras and take pictures of their interactions with subject communities as evidence of 'having been there'. For academics and journalists, these pictures are meant to illustrate their presentations of 'what is actually there'. Both types of photographs are known as ethnographic photography. This study. asks and attempts to answer the question: how do we study ethnographic photography? As much as photographers attempt to portray their subjects realistically, their representations are often contested and criticised as entrenching subjugation, displacement and dehumanisation of indigenous peoples through 'visual metaphors' and other significatory regimes. This discussion reconsiders the concept of imaging others, by offering an analytical semiotic comparison between Paul Weinberg's anchored and published photographic texts of the Bushmen, on the one hand, and Sian Dunn's unpublished, inactive texts of the #tKhomani Bushmen, on the other. The discussion is an attempt to understand documentary photographers, processes of producing of images, the contexts in which they are produced and how the communities that are represented make sense of them. Concerns with the objectivity of representation go beyond the taking and consuming pictures of other cultures. This study is, therefore, grounded in cultural, social and ideological factors that shape the production and consumption ofphotographic representations of and from other cultures. / Thesis (M.A.)-University of Natal, Durban, 2002.

The Kingdom of Lesotho undertook a number of liberalisation initiatives in broadcasting in the late 1990s. These include several attempts to formulate the media policy document as well as the opening of the airwaves for private broadcasting in 1998. However, Lesotho has not yet succeeded to remove the government control of the broadcasting sector. This thesis examines the process of liberalisation in Lesotho's broadcasting. It assesses the media policy as reflected in several policy documents. It further evaluates the introduction of independent regulation in broadcasting sector in 2001. The thesis argues that the government has not been fully committed to liberalisation of broadcasting sector and, as a result, it continues to control the sector. / Thesis (M.A.)-University of Natal, Durban, 2003.

The research will investigate the East Coast Radio Corporate Advertising Campaign which ran from early 1996 through until the end of March 1998. The 'catch phrase' or title of the campaign was "Hot Days, Cool Waves". The research will also focus on the station's constructs of its' audience. The thesis will follow through the agency's pitch to the client the end of the campaign. The campaign incorporates print, billboards, cinema and electronic media. The corporate advertising campaign preceded a large increase in East Coast Radio listenership. East Coast Radio began life as Radio Port Natal, part of the South African Broadcasting Corporation. Under the management of the South African Broadcasting Corporation, Radio Port Natal developed a particular image and specific audience profiles The new private station needed to establish an identity autonomous from the South African Broadcasting Company, in terms of both inherited and new listeners. The thesis will investigate the extent to which East Coast Radio retained the original audience after the transfer of ownership and the modality through which it was able to construct an extended audience for the station. / Thesis (M.A.)-University of Natal, Durban, 2001.

Radio broadcasting is usually classified as either a public broadcasting service or as being commercially driven. In the South African context, the concept of community radio has further complicated the definition of a public broadcasting service. While profit motivation and niche marketing characterize a radio driven by commercial means, community radio is predominantly non-profit oriented, directed towards a particular community. A public broadcasting service is, amongst other elements, typified as being geographically accessible to all and of paying particular attention to minority groups. Lotus FM, a radio station that came into existence on 16 January 1983, for the South African Indian community, describes itself as a "national public service-cum-commercial broadcaster with community responsibility". The South African Indian community, a minority group within the broader South African population, comprises of five language groups (Hindi, Gujarati, Urdu, Tamil and Telegu) and three religious groupings (Hinduism, Islam and Christianity). This research aims to explore the feasibility with which Lotus FM is accommodating the conflicting interests of being a melange of all three forms of broadcasting and reflecting it via its programmes. / Thesis (M.A.)-University of Natal, Durban, 2001.