Based on in-depth focus group and individual interviews, this thesis examines how Rhodes University students from socially disadvantaged backgrounds experience campus social life and how they subsequently use Facebook to perform, represent and negotiate their social identities. The study discusses utopian and dystopian positions and interrogates these theoretical perspectives in relation to the students‟ Facebook usage. The popularity and uptake of Facebook by students from disadvantaged backgrounds, such as those here at Rhodes University, is a growing phenomenon, provoking questions about the relationship between social experiences, social identity and social networks. Rhodes University‟s social space has been identified by previous studies as modern, liberal, “elite” and divided along race and class lines. The ways in which students experience this campus social space relates to their subject positions and identities. The study employs different perspectives of identity construction to interrogate the students‟ subject experiences in home and school contexts before coming to Rhodes University. The students‟ subjective positions are primarily embedded in tradition and their subject positions are sometimes in tension or come in conflict with the modern and liberal elements permitted by the Rhodes University context. The students also experience and adopt modern and liberal elements in their lifestyles which are permitted within the Rhodes University social space. The thesis found that Facebook offers a platform which facilitates a social connectivity that influences how students perform their identities in relation to their offline social identities and lived social experiences. This study concludes that the mediated symbolic materials for the construction and negotiation of identity provided by Facebook are sometimes in tension with the demands of traditional subjectivities experienced by these students at Rhodes University. Facebook allows the students to reinforce and affirm the validity of their traditional identities in this modern and liberal space. However, it also emerged that Facebook facilitates and allows students who experience and incorporate the modern and liberal elements permitted at Rhodes University to represent and negotiate their subjective positions online. The findings of the study indicate that participants primarily communicate with their friends, families, relatives and acquaintances - people they know personally offline, in line with the theoretical position which argues that online relationships are primarily shaped by offline relationships.

Text in English / Anyone using the Internet is likely to use Facebook and anyone using Facebook is likely to use it just about every day. The prevalent uses of the Internet and related technologies is a sign-showing that they have become a part of human life. On any student’s academic side of life, the use of social media (taking Facebook as a case) has become commonplace, but their influences over the academic engagement and performance of students requires deeper understanding. In Africa, the need for studies on the interplay between social media and education is growing. This study focuses on the influence of Facebook on the academic performance of undergraduate social sciences students using three federal Universities in Nigeria, West Africa as research sites. The study shows that Facebook use did not significantly influence the academic performance of the surveyed students at these universities and that its use can, however, be harnessed for augmenting student academic performance and for advancing education in general. / Sociology / M.A. (Sociology)

The development of non-traditional communication channels in recent years has progressively created a world more digital, networked and interlaced by a myriad of communication tools than ever before. With Facebook being the most prevalent social network, this study aims to guide local organisations to use Facebook optimally to communicate with their customers. The study strives to incorporate the latest ideas about social media marketing in the relevant literature with the opinions of local social media marketing experts. The generally ineffective use of Facebook as a communication channel by small, inexperienced organisations is seen as a justification for identifying a set of criteria to guide organisations in using Facebook pages as a driver of communication. The empirical phase of the research produced a list of seven guidelines on the optimal use of Facebook pages for marketing purposes, which might assist South African companies in developing their marketing strategies. / Business Management / M. Com. (Business Management)

This research study examines the forensic application of a selection of stylistic and stylometric techniques in a simulated authorship attribution case involving texts on the social networking site, Facebook. Eight participants each submitted 2,000 words of self-authored text from their personal Facebook messages, and one of them submitted an extra 2,000 words to act as the ‘disputed text’. The texts were analysed in terms of the first 1,000 words received and then at the 2,000-word level to determine what effect text length has on the effectiveness of the chosen style markers (keywords, function words, most frequently occurring words, punctuation, use of digitally mediated communication features and spelling). It was found that despite accurately identifying the author of the disputed text at the 1,000-word level, the results were not entirely conclusive but at the 2,000-word level the results were more promising, with certain style markers being particularly effective. / Linguistics / MA (Linguistics)

Text in English with Abstracts in English and Afrikaans / Health promotion is an educational tool that can be used to educate and create awareness of health issues through various media forms. The purpose of this study was to explore the use of TB Proof South Africa‘s Facebook page in creating TB awareness. The literature on TB, social media, health promotional campaigns and health promotional models was reviewed to contextualise this study. A qualitative case study approach was used to collect data from TB Proof South Africa‘s Facebook page. Data was collected using three data collection methods; namely, online ethnographic observation, textual analysis and visual analysis. The findings indicate that TB Proof South Africa‘s Facebook page creates awareness of TB. Results from this study also suggested collaboration between South African healthcare professionals and traditional health practitioners in the fight against tuberculosis. The study advocates the need for comparative studies to explore the use of other health-related Facebook pages. / Gesondheidsbevordering is ʼn opvoedkundige werktuig wat gebruik kan word om op te voed en bewustheid van gesondheidskwessies deur middel van verskeie mediavorme te skep. Die doel van hierdie studie was om die gebruik van TB Proof South Africa se Facebook-blad in die skepping van TB-bewustheid te verken. Leesstof oor TB, sosiale media, gesondheidsbevorderingsveldtogte en gesondheidsbevorderingsmodelle is beoordeel om hierdie studie te kontekstualiseer. ‘n Kwalitatiewe gevallestudiebenadering is gebruik om data van TB Proof South Africa se Facebook-blad in te samel. Data is ingesamel deur gebruikmaking van drie data-insamelingsmetodes, naamlik aanlyn etnografiese waarneming, teksontleding en visuele ontleding. Die bevindings dui daarop dat TB Proof South Africa se Facebook-blad bewustheid van TB skep. Resultate van hierdie studie beveel ook samewerking tussen Suid-Afrikaanse gesondheidsorgberoepslui en tradisionele gesondheidspraktisyns in die stryd teen tuberkulose aan. Die studie bepleit die behoefte aan vergelykende studies om die gebruik van ander gesondheidsverwante Facebook-blaaie te verken. / Communication Science / M.A. (Communication)

This research study examines the forensic application of a selection of stylistic and stylometric techniques in a simulated authorship attribution case involving texts on the social networking site, Facebook. Eight participants each submitted 2,000 words of self-authored text from their personal Facebook messages, and one of them submitted an extra 2,000 words to act as the ‘disputed text’. The texts were analysed in terms of the first 1,000 words received and then at the 2,000-word level to determine what effect text length has on the effectiveness of the chosen style markers (keywords, function words, most frequently occurring words, punctuation, use of digitally mediated communication features and spelling). It was found that despite accurately identifying the author of the disputed text at the 1,000-word level, the results were not entirely conclusive but at the 2,000-word level the results were more promising, with certain style markers being particularly effective. / Linguistics and Modern Languages / M.A. (Linguistics)

This research examined lecturers’ perspectives on the academic use of Facebook, specifically for teaching, in a higher education institution in Gauteng, South Africa. A survey research design was followed, and semi-structured interviews were conducted. The study sought to fill the gap in the Social Networking Sites literature by focusing on lecturers’ perspectives, ascertaining how lecturers use Facebook as an academic teaching tool and determining the advantages and disadvantages thereof, and attempting to add to the debate on whether or not higher education settings could add the use of Facebook to their range of practices that may enhance teaching. The sample comprised fourteen respondents. It has emerged that lecturers are not, for the most part, utilising Facebook as an academic teaching tool. Based on the findings, a framework on how lecturers could integrate Facebook into academia is proposed. / Computing / M. Sc. (Computing)

Text in English with abstracts in English and Afrikaans / The objective of this study was to investigate how the integration of social media applications such as Facebook can be advantageous to students in Open Distance Learning (ODL) settings or environments. This study was carried out in the context and recognition that the use of social media has become a norm in modern-day society where people in general, and students in particular, can upload videos, images and texts towards achieving a common purpose. In order to achieve the objectives of this study, the researcher employed two theoretical frameworks, namely Connectivism and New Media Theory. The study also used Qualitative Research Methodology, particularly the qualitative content analysis research technique and focus group interviews. The study found that the use of Facebook provided students with better access to online resources and facilitated more interaction with fellow students. In an ever-changing world, the study established that technology has the potential to innovate distance learning, providing students with an open space to learn, collaborate and communicate more effectively. This means that social media applications have the power to connect people and bridge the gaps of time and distance. This is especially relevant in ODL environments where students operate in isolated spaces and have little or no direct interaction with their lecturers and fellow students. / Die doel van die studie is om ‘n ondersoek te loods na sosiale media integrasie, meer spesifiek Facebook, en hoe voordelig die gebruik daarvan vir studente in die konteks van ‘n Oop- en Afstandsonderrigleer (OAL) is. Die studie was gedoen binne die konteks, en met inagneming van, hoe die gebruik van sosiale media ‘n norm in die hedendaagse samelewing geword het, en hoe mense oor die algemeen videos, prente, en teks kan oplaai om ‘n gesamentlike akademiese doel te bereik. Ten einde die doel van die betrokke studie te bereik, het die navorser twee teoretiese raamwerke gebruik, naamlik Konnektivisme (Connectivism) en Nuwe media-teorie. Die studie het gebruik gemaak van ‘n kwalitatiewe navorsingsmetode, meer spesifiek kwalitatiewe inhoudsanalise en fokus-groep onderhoude. Die studie het bevind dat die gebruik van Facebook studente beter toegang tot aanlynhulpbronne verleen, en ook meer interaksie tussen studente bewerkstellig. In ‘n veranderende wêreld het die studie bevestig dat die gebruik van tegnologie oor die potensiaal beskik om innoverende afstandonderrig aan te bied en ope platforms vir studente bied om met mekaar saam te werk asook meer effektief te kommunikeer. Sosiale media beskik dus oor die vermoë om mense nader aan mekaar te bring, en ook die gaping van tyd en afstand te oorbrug. Dit is hierin ook die geval waar studente dikwels in isolasie, met min of geen direkte kontak met dosente of mede studente in ‘n OAL konteks, studeer. / Communication Science / M.A. (Communication Science)

Modeling the "thick description" of photographs began at the intersection of personal and institutional descriptions. Comparing institutional descriptions of particular photos that were also used in personal online conversations was the initial phase. Analyzing conversations that started with a photographic image from the collection of the Library of Congress (LC) or the collection of the Manchester Historic Association (MHA) provided insights into how cultural heritage institutions could enrich the description of photographs by using informal descriptions such as those applied by Facebook users. Taking photos of family members, friends, places, and interesting objects is something people do often in their daily lives. Some photographic images are stored, and some are shared with others in gatherings, occasions, and holidays. Face-to-face conversations about remembering some of the details of photographs and the event they record are themselves rarely recorded. Digital cameras make it easy to share personal photos in Web conversations and to duplicate old photos and share them on the Internet. The World Wide Web even makes it simple to insert images from cultural heritage institutions in order to enhance conversations. Images have been used as tokens within conversations along with the sharing of information and background knowledge about them. The recorded knowledge from conversations using photographic images on Social Media (SM) has resulted in a repository of rich descriptions of photographs that often include information of a type that does not result from standard archival practices. Closed group conversations on Facebook among members of a community of interest/practice often involve the use of photographs to start conversations, convey details, and initiate story-telling about objets, events, and people. Modeling of the conversational use of photographic images on SM developed from the exploratory analyses of the historical photographic images of the Manchester, NH group on Facebook. The model was influenced by the typical model of Representation by Agency from O'Connor in O'Connor, Kearns, and Anderson Doing Things with Information: Beyond Indexing and Abstracting, by considerations of how people make and use photographs, and by the notion of functionality from Patrick Wilson's Public Knowledge, Private Ignorance: Toward a Library and Information Policy. The model offers paths for thickening the descriptions of photographs in archives and for enriching the use of photographs on social media.

This thesis is an exploration of tabooed literary creations that it terms carnival literature. To achieve the objective of establishing the effectiveness of posting material on Facebook walls of the selected group and individual accounts to escape censorship, the thesis compared traditional graffiti, particularly latrinalia, to ‗cyber‘ graffiti (social media) with Facebook as a case study. Lev Vygotsky‘s Activity Theory helped the study link graffiti, vulgarities, humour and Facebook to the Ndebele society‘s response to tabooing of carnival literature. The thesis argued that participating in traditional graffiti production and coming up with posts on a Facebook wall is a deliberate effort with a target audience just as other genres of literature have. However, society tends to condemn carnival literature as a rebellious genre that deserves exclusion from ‗normal‘ interaction. Carnival literature is therefore censored through tabooing its themes and language. The term carnival literature is derived from medieval performances that were named the ‗carnivalesque‘ by Bakhtin and have equivalents in Africa as a continent and in Zimbabwe as a nation. The characteristics of carnivality are found in both traditional graffiti and ‗cyber‘ graffiti. These, among others, include sex and sexuality as themes, obscenities, vulgarities, and all language that is considered offensive. Interestingly, these elements of carnivality evoke laughter of one kind or another. Latrinalia from selected public toilets from the city of Bulawayo was photographed and subjected to Critical Discourse Analysis with attention being paid to carnivality, Bakhtinian dialogism and humour and its impact on the interaction process. Posts on walls of the selected Facebook group and individual accounts were subjected to the same treatment that was given traditional graffiti. The thesis argues that social media can perform a similar function to that of traditional graffiti with added advantages. Social media has created world communities that are brought together by common interests and platforms where they meet and share ideas. The study also established that messages have layers of meaning, making it unreasonable to ban certain messages since they serve a particular purpose. Social media, particularly Facebook, provides pockets of privacy for candid and unfettered interaction that service specific audiences among the Ndebele; hence can function as the escape route for carnival literature from cultural censorship in Zimbabwe. / African Languages / D. Phil. (African Languages)