The study sought to describe Mozambican women's experience of labour pain. The study sought to determine the manner in which labour pain is perceived and to determine the culturally acceptable behaviour of Mozambican women as they experience labour pain. The preferred pain relief measures and cultural practices and beliefs pertaining to labour pain by this cultural group were also studied. The major inferences drawn from this study are that during labour, Mozambican women mainly respond stoically to the experience of labour. They also exhibited different kinds of behaviour in response to labour pain, such as rubbing the painful site, tossing about in bed, and verbalisation. The implication of the study is that Swazi nurse-midwives should render culture congruent maternity care to the women during labour. / Health Studies / M.A. (Health Studies)

Made available in DSpace on 2016-06-02T19:39:01Z (GMT). No. of bitstreams: 1 2084.pdf: 3604823 bytes, checksum: d8f7b553799471fb5dc395a695732ef8 (MD5) Previous issue date: 2008-08-27 / The following research, qualitative in nature, originated with the practice of teacher researcher, the challenges encountered in teaching algebra and studies undertaken in respect of investigations mathematical as a methodology potentially motivating and positive results in relation to the development of language and the algebraic thinking. With the main objective of identifying evidence of formation and development of language and algebraic thinking of students who are starting to learn this subject, were the dynamics and communications that occurred in the development of exploratory-investigative tasks into two classes of 6th grade of Education Essential in a private school in the city of Americana - SP. The research was done in partnership with a teacher, who has teaching experience, had already researched and worked with exploratory-investigative activities. Researcher and teacher partner built the tasks undertaken during the investigation with the cooperation of the participants in the Collaborative Group for Research in Mathematics Education (GCEEM), of which both are members. Given the data of the search, a second goal was set: to identify some strengths and limits the use of exploratoryinvestigative tasks in the current educational context. With the focus on the dynamics of the classroom, in the statement provided by exploratory-investigative tasks and the teaching of algebra, it was possible to analyze further the first task, in which students had to explore a situation and analyze a regular basis. In exchanges of ideas among students, with the teacher and the records made during the development of the task, it was possible to identify the signs of formation and development of language and algebraic thinking. The data were collected and analyzed, according to various benchmarks theoretical research on mathematics, communication and teaching of algebra. To build the analysis of the goals outlined, first trying to identify and analyze the communications of the students and teacher at both the oral and written, during the completion of the task. Data were grouped into three blocs: (1) The movement of classroom research and evidence of language and algebraic thinking. (2) The movement of the classroom that led to conflicts and difficulties. (3) The conflict between the thought and language. During the review it was noted that the difficulties encountered by students originated in the absence of concepts - particularly that of variable - and the different language used by the teacher. It was possible to see that students, even with the thought arithmetic, were induced to use symbolic language - used by the teacher - without first developing the concepts needed. We could still see some limits within the educational context, such as the time required to give meaning to the concepts. By identifying the evidence, it became clear that students need to feel that to use the algebra symbolic is necessary- think scientifically - to solve problems, in another words, to be encouraged so that the algebra has meaning. / A presente pesquisa, de caráter qualitativo, teve origem com a prática docente da pesquisadora, nos desafios encontrados no ensino de álgebra e nos estudos realizados a respeito das investigações matemáticas como uma metodologia potencialmente motivadora e de resultados positivos em relação ao desenvolvimento da linguagem e do pensamento algébricos. Com o objetivo principal de identificar indícios de formação e desenvolvimento da linguagem e do pensamento algébricos de alunos que estão iniciando a aprendizagem nesse tema, foram observadas a dinâmica e as comunicações que ocorreram no desenvolvimento de tarefas exploratório-investigativas em duas turmas de 6ª série do Ensino Fundamental em uma escola particular da cidade de Americana - SP. A pesquisa foi feita em parceria com uma professora que, além de possuir experiência docente, já havia pesquisado e trabalhado com atividades exploratório-investigativas. Pesquisadora e professora parceira construíram as tarefas desenvolvidas durante a investigação com a colaboração dos participantes do Grupo Colaborativo de Estudos em Educação Matemática (GCEEM), do qual ambas fazem parte. Diante dos dados da pesquisa, um segundo objetivo foi estabelecido: identificar algumas potencialidades e limites da utilização de tarefas exploratório-investigativas no atual contexto educacional. Com o foco na dinâmica da aula, na comunicação proporcionada por tarefas exploratório-investigativas e no ensino da álgebra, foi possível aprofundar a análise da primeira tarefa, em que os alunos eram levados a explorar uma situação e analisar uma regularidade. Nas trocas de idéias entre os alunos, com a professora e nos registros feitos durante o desenvolvimento da tarefa, foi possível identificar os indícios de formação e desenvolvimento da linguagem e do pensamento algébricos. Os dados foram coletados e analisados, segundo diversos referenciais teóricos sobre investigações matemáticas, comunicação e ensino de álgebra. Para construir a análise dos objetivos traçados, primeiramente buscou-se identificar e analisar as comunicações dos alunos e da professora, tanto a oral como a escrita, ocorridas durante a realização da tarefa. Os dados analisados foram agrupados em três blocos: (1) O movimento da aula investigativa e os indícios do pensamento e da linguagem algébricos. (2) Os movimentos da sala de aula que geraram conflitos e dificuldades. (3) O conflito entre o pensamento e a linguagem. Durante a análise notou-se que as dificuldades encontradas pelos alunos tiveram origem na falta de conceitos principalmente o de variável e na diferente linguagem usada pela professora. Foi possível observar que os alunos, ainda com o pensamento aritmético, foram induzidos a usar a linguagem simbólica usada pela professora sem antes desenvolver os conceitos necessários. Pôde-se ainda perceber alguns limites dentro do contexto educacional, como o tempo necessário para dar significado aos conceitos. Ao identificar os indícios, ficou claro que é preciso que os alunos sintam necessidade de usar a álgebra simbólica pensar cientificamente para resolver problemas, ou seja, precisam ser estimulados para que a álgebra tenha significado.

A economia globalizada e os avanços tecnológicos propiciaram um novo modelo de Outsourcing de Tecnologia de Informação (TI): os provedores de serviços de aplicativos (ASP - Application Service Providers). As discussões a respeito de ASP intensificaram-se nos três últimos anos, com a proposta de comercialização do software como um serviço. Quanto maior a interdependência da área de TI com as metas de negócios das organizações, maior a ênfase dada à satisfação das expectativas do cliente quanto aos serviços prestados pelos provedores. No mercado, têm-se adotado os acordos dos níveis de serviços (SLA - Service Level Agreements) como mecanismo de controle das atividades de outsourcing. Porém, essa adoção é nova e imatura, e a literatura é escassa. Tanto os provedores quanto os cliente sentem a necessidade por estruturas de implantação semelhantes às de SLA. Essa carência é ressaltada no caso dos modelos ASP. Propondo-se a contribuir com a compressão do modelo ASP e de SLA para ASP, apresenta-se uma pesquisa exploratória das características desse modelo com SLA, de modelos de qualidade de serviços de outsourcing e finalmente de considerações que devem ser feitas para garantir a qualidade dos serviços ASP, empregando-se os SLA. / The global economy and technological advances propitiated a new model of Information Technology (IT) Outsourcing: the Application Service Providers - ASP. Discussions regarding ASP became more frequent in the last three years because of the new approach of selling software as a service. As the interdependency between the IT area and the business goals of organizations becomes greater, the emphasis on fulfilling the client\'s expectations regarding service rendered by providers becomes stronger. In the market, Service Level Agreements - SLA have been adopted as control mechanisms of outsourcing activities. However, this adoption is new and immature, and the literature on the matter is scarce. Providers and clients feel the need for implementation structures similar to SLA\'s. In lhe case of ASP models, this necessity is emphasized mainly due to the lack of conceptual information on the ASP model. In order to better comprehend lhe ASP and the SLA models for ASP, I am presenting an exploratory research about the characteristics of the new approach with SLA models, outsourcing models of service quality and considerations, which must be carried out to ensure quality of ASP services employing SLA.

O objetivo deste trabalho foi analisar descritiva e criticamente a produção científica brasileira em ‘segurança dos alimentos’, no período de 2000 a 2012, utilizando para as buscas de trabalhos 47 descritores no português brasileiro e língua inglesa. Utilizou as bases de artigos indexados: Scielo - método Google Acadêmico, Scielo método Integrado, CAB Abstract, Scopus, Web of Science, LILACS, Food of Science and food and process e BINAGRI. Do total de trabalhos identificados no tema ‘segurança dos alimentos’ no contexto da Segurança Alimentar, houve predominância de estudos sobre alimentos, manipuladores, equipamentos/utensílios e ambiente; os tipos de estabelecimentos mais frequentemente focados nos estudos foram: restaurantes, churrascarias, lanchonetes e bares; as naturezas de estudo mais utilizadas pelos pesquisadores foram: check-list para avaliar boas práticas de higiene e manipulação, entrevistas, observações in loco e visitas técnicas; houve predomínio de trabalhos provenientes das regiões Sudeste e Sul; as entidades públicas federais e estaduais são as que mais investem nas pesquisas acadêmicas; predominaram trabalhos sobre alimentos, manipuladores e equipamentos/ utensílios e ambiente nas regiões Sudeste e Sul; Apesar da ampla variedade de Objetos de Estudo, quando comparada às Naturezas de Estudo utilizadas pelos pesquisadores, pode ser observado que estão gerando soluções, incremento e inovações para o setor de alimentação, no sentido de aprimoramento dos processos, das BPF e da redução de riscos de ocorrência de DTAs; pode ser observado um baixo número de trabalhos que apresentam intervenções práticas nos estabelecimentos alimentícios utilizados nas pesquisas. / The aim of this research was to make a descriptive and critical analysis of the Brazilian \"food safety\" scientific production from 2000 to 2012, making use of 47 Brazilian Portuguese and English descriptors for the work research. It was based on indexed papers: Scielo - Google Scholar Method, Scielo Integrated Method, CAB Abstract, Scopus, Web of Science, LILACS, Food of Science and food and process and BINAGRI. From all of the papers identified with the \"food safety\" subject, the majority of studies were about food, food handlers, equipment´s/utensils and environment; the types of businesses that were most focused on the studies were: restaurants, steak houses, diners and bars; the types of study that were mostly utilized by the researchers were: check-lists to evaluate good hygienic practices and food manipulation, interviews, in loco observations and technical visits; studies from South and Southwest regions were predominant; public state and federal entities are the ones that invest the most in academic researches; in the South and Southwest regions, studies of food, food handlers and equipment´s/utensils and environments were preponderant; although the broad range of Study Objects, when compared to the nature of study used by the researchers, it can be observed that solutions, enhancements and innovations for the food sector are being created, towards processes and GMP improvement and decrease in the occurrence risk rate of foodborne diseases; it can be observed a low number of papers that present practical interventions on the food businesses that were analyzed on the researches.

Resumo Objetivando destacar a importância estratégica das políticas públicas do turismo para o desenvolvimento da cidade de São Paulo, esta tese investiga as principais ações implementadas pela São Paulo Turismo S/A, o órgão gestor municipal de turismo da cidade de São Paulo, especialmente de 2005 a 2008 e faz remissão às políticas públicas desenvolvidas no Brasil desde 1966 até os nossos dias. Visa demonstrar sua evolução histórica, tal como a marca do tempo do turismo brasileiro, com destaques da gestão na adoção de instrumentais formadores da imagem do turismo, entre eles, infraestrutura turística, capacitação profissional, cadeia produtiva, agenda cultural e eventos, parcerias e produtos segmentados, inovações tecnológicas, marketing e promoção, pesquisas e outros indicadores decisórios. Considerando a grandeza do objeto estudado e a escassez de informações sobre o tema, metodologicamente foram analisados os principais planos estratégicos e pesquisas científicas existentes sobre a percepção do turismo na cidade e em momentos diferenciados. Com base nos dados comparados, estes resultados mostram a capital como um destino turístico atraente por suas opções de negócios e eventos, mas também revelam um nítido desenvolvimento em sua essência criativa pelo lazer, com avaliações crescentes de sua oferta, especialmente de atrativos culturais, gastronomia e compras. Aliada a uma caracterização de segmentos da sua demanda, a imagem do turismo na cidade ainda é multifacetada, diversificada, caracterizada por palavras e cores distintas, de forma geral criticada por aspectos abrangentes de acessibilidade, limpeza e segurança. Especificamente com a adoção profissional de um planejamento estratégico em parceria com o São Paulo Convention & Visitors Bureau (SP&CVB) e, a partir de 2005, uma continuidade da governança pública da São Paulo Turismo (SPTuris), revela grande força nas políticas adotadas, maior passando a ser a percepção do turismo na cidade de São Paulo sob a ótica de seus visitantes e moradores. Com base em um diagnóstico do turismo na cidade, essa constatação é também confirmada por resultados de pesquisas aplicadas em três megaeventos de lazer implementados pelas políticas públicas de turismo, evidenciando estatisticamente que, apesar dos problemas típicos da urbanização grandiosa, é muito boa a percepção do turismo paulistano. Mesmo contando com baixíssimos investimentos em planejamento e promoção, esse destino é distinguido por um progresso com fortalecimento de sua imagem e identidade associado a um turismo profissional próprio, competitivo, personalizado, equiparado a grandes cidades mundiais, gerador de produtividade e de benefícios econômicos, sociais e culturais. O modelo de gestão pública do turismo local, explicitado pelo estudo com as devidas convicções técnicas e por indicadores favoráveis, demonstra que não há mais como interromper este processo, sendo vital sua continuidade, monitoramento e aperfeiçoamento. Fica também sinalizado que, além da vocação natural da cidade de São Paulo para o segmento de eventos, o processamento inteligente da nossa diversidade cultural, dos nossos talentos e das economias criativas é a receita certa para construirmos nossa identidade turística e a / Objetivando destacar a importância estratégica das políticas públicas do turismo para o desenvolvimento da cidade de São Paulo, esta tese investiga as principais ações implementadas pela São Paulo Turismo S/A, o órgão gestor municipal de turismo da cidade de São Paulo, especialmente de 2005 a 2008 e faz remissão às políticas públicas desenvolvidas no Brasil desde 1966 até os nossos dias. Visa demonstrar sua evolução histórica, tal como a marca do tempo do turismo brasileiro, com destaques da gestão na adoção de instrumentais formadores da imagem do turismo, entre eles, infraestrutura turística, capacitação profissional, cadeia produtiva, agenda cultural e eventos, parcerias e produtos segmentados, inovações tecnológicas, marketing e promoção, pesquisas e outros indicadores decisórios. Considerando a grandeza do objeto estudado e a escassez de informações sobre o tema, metodologicamente foram analisados os principais planos estratégicos e pesquisas científicas existentes sobre a percepção do turismo na cidade e em momentos diferenciados. Com base nos dados comparados, estes resultados mostram a capital como um destino turístico atraente por suas opções de negócios e eventos, mas também revelam um nítido desenvolvimento em sua essência criativa pelo lazer, com avaliações crescentes de sua oferta, especialmente de atrativos culturais, gastronomia e compras. Aliada a uma caracterização de segmentos da sua demanda, a imagem do turismo na cidade ainda é multifacetada, diversificada, caracterizada por palavras e cores distintas, de forma geral criticada por aspectos abrangentes de acessibilidade, limpeza e segurança. Especificamente com a adoção profissional de um planejamento estratégico em parceria com o São Paulo Convention & Visitors Bureau (SP&CVB) e, a partir de 2005, uma continuidade da governança pública da São Paulo Turismo (SPTuris), revela grande força nas políticas adotadas, maior passando a ser a percepção do turismo na cidade de São Paulo sob a ótica de seus visitantes e moradores. Com base em um diagnóstico do turismo na cidade, essa constatação é também confirmada por resultados de pesquisas aplicadas em três megaeventos de lazer implementados pelas políticas públicas de turismo, evidenciando estatisticamente que, apesar dos problemas típicos da urbanização grandiosa, é muito boa a percepção do turismo paulistano. Mesmo contando com baixíssimos investimentos em planejamento e promoção, esse destino é distinguido por um progresso com fortalecimento de sua imagem e identidade associado a um turismo profissional próprio, competitivo, personalizado, equiparado a grandes cidades mundiais, gerador de produtividade e de benefícios econômicos, sociais e culturais. O modelo de gestão pública do turismo local, explicitado pelo estudo com as devidas convicções técnicas e por indicadores favoráveis, demonstra que não há mais como interromper este processo, sendo vital sua continuidade, monitoramento e aperfeiçoamento. Fica também sinalizado que, além da vocação natural da cidade de São Paulo para o segmento de eventos, o processamento inteligente da nossa diversidade cultural, dos nossos talentos e das economias criativas é a receita certa para construirmos nossa identidade turística e a percepção ideal que desejamos passar ao nosso visitante de forma a seduzir seu imaginário.

Magister Psychologiae - MPsych / The study made use of cross-sectional design that compared the performance of younger children (6- to 7-year-olds) with that of older children (12- to 13-year-olds) on various measures of executive function. Within this, it made use of a natural experimental design, with children exposed to alcohol as the experimental group and non-exposed children as the control group.

This dissertation reports on an exploratory study investigating the potential of recorded audio media (i.e. audiocassettes/CDs) as a method of health communication in South Africa. The investigation examines recorded audio media as an alternative to printed brochures. People need access to information in order to make informed decisions about their health. In South Africa, the high HIV/AIDS infection rate is a case in point. The literature review deals with the accessibility of information in terms of physical accessibility (whether the receiver can find, operate and use the communication medium); and semantic accessibility (whether the receiver understands the message disseminated via the medium). Through the review, it was discovered that, where necessary, information must then be repackaged from an inaccessible to an accessible and appropriate format. Factors like visual disabilities, low levels of literacy and low reading proficiency, can render printed information inaccessible. This study discusses and researches the feasibility of recorded audio media (audiocassettes/CDs) as an alternative to print-based brochures by means of a comparative literature review and empirical study. Selected HIV/AIDS brochures (developed by the Department of Health) and similar recorded audio messages were evaluated amongst the target audience in order to compare the comprehension of the messages, the accessibility and acceptability of both media forms. The study was conducted at four public health clinics, where individual structured interviews and focus group interviews were employed as data collection methods. The data was analysed by means of qualitative content analysis. The findings indicate the definite potential of the use of recorded audio media in health and HIV/AIDS communication, and should be explored further. The comprehension of the audio messages was better than that of the printed brochures indicating the semantic accessibility of the audio messages. The positive reaction of the research participants toward the recorded audio messages also indicates the acceptability of the medium. Incorporating audiocassettes into the media mix of HIV/AIDS and other development and/or health communication campaigns, will contribute to the overall effectiveness of the communication strategy. / Dissertation (MA (Development Communication))--University of Pretoria, 2008. / Information Science / unrestricted

This dissertation reports on an exploratory study investigating the potential of recorded audio media (i.e. audiocassettes/CDs) as a method of health communication in South Africa. The investigation examines recorded audio media as an alternative to printed brochures. People need access to information in order to make informed decisions about their health. In South Africa, the high HIV/AIDS infection rate is a case in point. The literature review deals with the accessibility of information in terms of physical accessibility (whether the receiver can find, operate and use the communication medium); and semantic accessibility (whether the receiver understands the message disseminated via the medium). Through the review, it was discovered that, where necessary, information must then be repackaged from an inaccessible to an accessible and appropriate format. Factors like visual disabilities, low levels of literacy and low reading proficiency, can render printed information inaccessible. This study discusses and researches the feasibility of recorded audio media (audiocassettes/CDs) as an alternative to print-based brochures by means of a comparative literature review and empirical study. Selected HIV/AIDS brochures (developed by the Department of Health) and similar recorded audio messages were evaluated amongst the target audience in order to compare the comprehension of the messages, the accessibility and acceptability of both media forms. The study was conducted at four public health clinics, where individual structured interviews and focus group interviews were employed as data collection methods. The data was analysed by means of qualitative content analysis. The findings indicate the definite potential of the use of recorded audio media in health and HIV/AIDS communication, and should be explored further. The comprehension of the audio messages was better than that of the printed brochures indicating the semantic accessibility of the audio messages. The positive reaction of the research participants toward the recorded audio messages also indicates the acceptability of the medium. Incorporating audiocassettes into the media mix of HIV/AIDS and other development and/or health communication campaigns, will contribute to the overall effectiveness of the communication strategy. / Dissertation (MA (Development Communication))--University of Pretoria, 2007. / Information Science / MA / unrestricted

The purpose of this study is to demonstrate the value of visual research methods to applied anthropology in the context of exploratory research with farmers in Ethiopia. The three methods of photo-elicitation, participatory photography, and ethnographic film, enrich and expand ethnographic methods to support the client's objective of supporting farmers. The applied project constructs a narrative from the local perspective to help consumers learn more about farmers' lives. The research focuses on specific farmers, and their experiences with direct fair trade and coffee farming. The client sees the application of research produced by ethnographic and visual methods as a good direction not only for his company, but the Fair Trade Industry as a whole.

In today’s society media is ubiquitous. Through its pervasiveness it plays an inextricable role in society, impacting on culture, economy, politics, education and communication. In a postmodern society technological advances have had a profound impact on the development of media, most notably digital media. The intention of this study was to establish whether, in the context of an assumed postmodern culture, young South African adults display behaviour that manifest the tenets of postmodernism in their reactions to contemporary marketing and/or marketing communication, as apparent through their attitudes towards retail shopping and brands, together with their attitudes towards and use of digital media. In this instance digital media is limited to social media and media accessible on mobile phones. The unique properties and interactive capabilities of digital media have altered the dynamics of communication and have given rise to new applications that were not previously possible. This poses challenges for organisations in terms of marketing communication practices with one of the problem areas being that marketers do not know: <ul><li> Whether young South African adults (Generation Y) exhibit postmodern behaviour, in the context of today’s postmodern culture. </li><li> How young South African adults (Generation Y) use digital media? </li><li> How to leverage the unique properties of digital media in marketing communication efforts directed towards young South African adults (Generation Y)? </li> </ul> The main purpose of this research was to reflect on the applicability of modern marketing and/or marketing communication theories, in their current state, in the context of a postmodern society, with specific emphasis on the use of digital media. The secondary purpose of the research was to investigate the affect of postmodern variables on Generation Y and the perspective of this population towards digital media and its role in marketing communication. The study aimed to contribute to the theoretical body of knowledge as follows: <ul><li> To question the application of modern marketing and/or marketing communication theories in postmodern society. In so doing, it suggested that in any given era marketing theories should be representative of the target society, therefore inferring the need to adjust existing theories and their application or formulate new ones that are representative of the specific era. </li><li> To empirically determine whether Generation Y are exhibiting characteristics indicative of postmodern society. </li></ul> Furthermore, the study added value from a practitioner perspective by contributing to new knowledge in the study of Generation Y and digital media. It is anticipated that an improved understanding of Generation Y’s attitudes towards marketing and digital media will serve to improve knowledge of how Generation Y will react in the future as they mature and potentially provide an indication of forthcoming generations’ attitudes towards marketing. Nine research objectives emanating from the research problem were empirically tested through a cross-sectional quantitative exploratory descriptive survey research design. Items in the survey were developed on the basis of observable postmodern characteristics presented in the literature and in consultation with a panel of experts. The survey was distributed by email, which provided a web-based link to access the survey, to the sampling frame; a database comprising of 2,265 students, between the ages of 18-34, enrolled full-time with the department of Marketing and Communication Management (University of Pretoria) during 2011. Convenience sampling was used until a sufficient quantity of fully completed surveys had been collected; 333 usable questionnaires were obtained. The collected data received statistical treatment primarily through the application of exploratory factor analysis and multivariate analysis of co-variance. The theoretical synthesis showed that characteristics of postmodernism are evident in society and affect marketing and/or marketing communication activities. The results of the empirical phase of the investigation demonstrated that respondents show postmodernism traits in their behaviour towards digital media and their reactions towards brands and marketing and/or marketing communication. The most dominant postmodern characteristics displayed by respondents were hyperreality, de-differentiation and fragmentation. Several factors were found to be statistically significant, which may be related to socio-economic conditions, behavioural patterns, and digital infrastructure. These were: ethnicity, cell phone usage, frequency of social media usage, cell phone plan, average monthly Internet expenditure for cell phones, use of Internet bundles on cell phones, and the device used most often to access the Internet. Social media use was identified as an important behavioural outcome by respondents, and the most significant influencing factors related to the dependence that respondents placed on their cell phones and the need to fulfil certain activities only available in the social media space. Finally a conceptual framework was proposed, which integrated theoretical and empirical findings. This framework suggested a broadening of certain roles within marketing and/or marketing communication, namely: consumers transforming to collaborators; communication transforming to interaction; and value exchange transforming to value-in-use. It is anticipated that this study has added to the theoretical level of knowledge by indicating the need to readdress principles and theories of marketing and/or marketing communication in the context of a postmodern society and in particular the use of digital media. An outcome of the study was the proposition of a conceptual framework, which addressed a number of aspects in the transformation from modern to postmodern marketing. Furthermore, at the practitioner level the study has broadened understanding of Generation Y’s behaviour towards digital media in the marketing and/or marketing communication context. Managerial recommendations were expressed on the basis of the theoretical and empirical findings. / Thesis (PhD)--University of Pretoria, 2011. / Marketing Management / PhD / Unrestricted