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

[pt] A geração Millennials, apontada como preguiçosa e narcisista ganha nesse estudo uma nova investigação midiática, jornalística, que busca observar metodologicamente quais são as representações desse jovem no cotidiano. Especificamente contempla o aprofundamento nas pesquisas entre a ideia de trabalho para tal geração atravessada por características de lazer configurando um tipo ideal da atividade laboral. Esta tese parte de uma premissa elaborada por meio de entrevistas em profundidade realizadas no mestrado. Durante o período de produção da dissertação foi observado que os Millennials, assim mercadologicamente categorizados, apontavam no âmbito do trabalho para um aspecto típico-ideal ao qual era delineado com características e ideias lúdicas. Peculiaridades estas muito próximas da proposta oferecida pela empresa Google, que tem um jeito de trabalhar bastante particular. As representações midiáticas da empresa, por sua vez, são atribuídas a um imaginário de experiências que podem ser vistas em documentários, filmes e reportagens em geral. Ao perceber a narrativa dos entrevistados no mestrado a pesquisa de doutorado buscou analisar as contribuições neoliberais que corroboram para as mudanças na subjetividade do indivíduo configurada através das influências de forças exteriores a ele, como grandes corporações e, claro, seu próprio trabalho. A juventude diante de tais intervenções anseia por um tipo específico de trabalho e atender expectativas sociais. Decorrências distintas que revelam um cotidiano marcado por desejos e frustrações. O título da tese Realidade vs. Expectativa revela indícios de que os dados encontrados na metodologia, Análise de Conteúdo, não seguem por caminhos demarcados pela régua geracional. / [en] The Millennials generation, identified as lazy and narcissistic, gains in this study a new media and journalistic investigation, which seeks to methodologically observe what are the representations of this young man in everyday life. Specifically, it contemplates the deepening in the research between the idea of work for such a generation crossed by leisure characteristics configuring an ideal type of work activity. This thesis starts from a premise elaborated through in-depth interviews carried out in the master s degree. During the period of production of the dissertation, it was observed that the Millennials, thus categorized in the market, pointed in the scope of work to a typical-ideal aspect to which it was outlined with characteristics and ideas of leisure. These peculiarities are very close to the proposal offered by the Google company, which has a very particular way of working. The company s media representations, in turn, are attributed to an imaginary of experiences that can be seen in documentaries, films and reports in general. Upon perceiving the narrative of the interviewees in the master s degree, the doctoral research started to analyze the neoliberal contributions that corroborate the changes in the subjectivity of the individual configured through the influences of forces outside him, such as large corporations and, of course, his own work. The youth faced with such interventions yearn for a specific type of work and to meet social expectations. Different consequences that reveal a daily life marked by desires and frustrations. The title of the thesis Reality vs. Expectation reveals evidence that the data found in the methodology, Content Analysis, do not follow the paths demarcated by the generational rule.

Bakgrund - Generationer är grupper av människor födda under specifika tidsperioder medgemensamma erfarenheter och värderingar. Ledare behöver vara medvetna omgenerationsskillnader och vara flexibla i sitt ledarskap för att främja produktivitet ochmotivation på arbetsplatsen. Ledarskapets utveckling har gått från auktoritära till merinkluderande och deltagande stilar. Ledarskap innefattar egenskaper som kommunikation,beslutsfattande, empati och konflikthantering, och kan utövas av personer på olika nivåer i enorganisation. Ledarskap är en dynamisk process som kräver anpassning till olika situationeroch människor. Syfte - Studiens syfte är att ta reda på och öka förståelsen kring hur ledare agerar för att ledagenerationsöverskridande grupper av medarbetare. Metod - Studien är gjord med en kvalitativ forskningsmetod i form av semistruktureradedjupintervjuer. Studien baseras på tidigare forskning och 12 respondenter frånsemistrukturerade djupintervjuer. En tematisk analys har använts för att skriva analysen. Empiri - Studiens empiri bygger på tre områden, ledarskap, motivation och anpassning tillgenerationer. Empirin synliggör att ledarskap och motivationsmetoder påverkargenerationerna olika, vilket reflekterar att ett anpassat ledarskap för generationer kan geväntat bättre resultat i form av motivation och engagemang hos medarbetare. Vidarepresenterar studiens empiri svårigheter att anpassa sitt ledarskap strikt eftergenerationstillhörighet när det är generationsöverskridande grupper, där agerar ledare frånolika generationer annorlunda. Begränsningar - Antalet respondenter i studien var 12 ledare vilket utgjorde ett större behovav generalisering i studien. Även tidigare litteratur om generation Z på arbetsmarknaden varbristfällig vilket påverkade vår förmåga att analysera. Originalitet/värde - Studien bidrar till ökad förståelse för hur ledare från olika generationerkan hantera och leda generationsöverskridande grupper. Ledare bör vara medvetna omgenerationsskillnader, vara flexibla i sitt ledarskap och kunna identifiera närgenerationstillhörighet inte överensstämmer med individuell identitet, vilket kan främjaproduktivitet, motivation och harmoni på arbetsplatsen. Begrepp - Generation X; Generation Y; Generation Z; Ledarskap; Motivation; Generationellaskillnader; Generationsöverskridande grupper; Transaktionellt ledarskap; Utvecklandeledarskap; Visionärt ledarskap. Uppsatstyp - Magisteruppsats

This study provides a consumer profile of first year Tshwane University of Technology (TUT) Marketing students. To determine influences on students' tertiary education choices, a literature study was undertaken on consumer behaviour, influencing factors and consumer decision-making. An empirical study established consumer behaviour variables impacting on tertiary students, and revealed students' future perspective. A structured questionnaire was distributed. The main findings are: preferred media are E-TV, Metro FM, Drum magazine and The Sunday Times; Internet access is low; most prefer TUT for tertiary education; parents and academic standards predominantly impact tertiary institution choice; the majority will continue their studies and apply for a marketing job in South Africa; their future perspective is predominantly optimistic. In conclusion, the students are impacted by reference groups and institutional marketing efforts. Primary concerns include: successful communication with this group; the effectiveness of the Open Day; and the lack of using reference groups in marketing. / Business Management / M. Com. (Business Management)

Generational sub-groups have been stereotyped as requiring different approaches in the workplace with regard to what keeps them motivated. This research study was conducted from a humanistic-existential paradigm, seeking to find ways to avoid the demotivation of employees that can result from one-size fits all reward and recognition policies. The research attempts to establish the existence and nature of generational differences. Two quantitative measuring instruments, namely the Rewards Preferences Questionnaire (RPQ) and the Motivation Measure, were distributed electronically to all staff of a South African facilities management firm. The findings indicated that there are generational sub-group preferences for certain types of reward, and different perceptions about what types of reward attract, motivate and retain employees. They can be motivated differently by some reward structures. However, for others there was no obvious preference among the generational sub-groups. The main recommendation of the study is that companies adopt a flexible approach to reward and recognition, allowing employees to tailor reward structures according to their needs. Remuneration is the most preferred method of rewarding employees across all generations. / Industrial & Organisational Psychology / MCOM (Industrial and Organisational Psychology)

Text in English / The aim of the research was to describe how Generation Y medical doctors working in the South African public health sector at a hospital in the Limpopo Province experienced a coaching intervention for burnout. Generally, there are limited empirically based coaching interventions for burnout, even for at-risk populations such as Generation Y medical doctors working in the South African public health sector. Burnout affects Generation Y medical doctors, the service they offer, private lives, and the recipients of their care. Most research focuses on identifying the risk factors for Generation Y medical doctors working in the debilitating South African public health sector, and rarely on potential intervention. This study offers findings from a coaching intervention that could be incorporated into a bigger burnout intervention strategy in the South African public health sector. This would involve all stakeholders at the different levels to ensure that burnout is combatted on a long-term basis. The study took a phenomenological approach using a collective case study method. The aim was to gather and analyse information to explore the experiences of a coaching intervention for burnout. The study was done in three phases, namely: Phase I – Pre-coaching intervention; Phase II – Coaching intervention; and Phase III – Post-coaching intervention. The study incorporated the Maslach Burnout Inventory to quantify the level of burnout before (Phase I) and after (Phase III) the coaching intervention. The findings emphasised certain structural issues, the impact that neglecting burnout has on medical doctors, including Generation Y medical doctors, and how burnout affects patient care. Certain recommendations were made for the public health sector, future research in the field of coaching psychology, and coaches/consultants working with burnout amongst Generation Y medical doctors. / Psychology / D. Phil. (Consulting Psychology)

<p>Student recruitment is a subject that seems to be forgotten in the theory of event communication. Yet the area has some specific reoccurring features. Our purpose was to examine these specific features and how to work with these in the best way, and also see how to get the most out of the event communication to the young at event and fairs. Special features we have looked at are the student ambassadors ands their impact, the meaning of a give-away and also if there are any essential factors to get in contact with the young at fairs and events, and if new technology had an important role to play in the area.</p><p>Our research has been inductive, and therefore, we have created our own theory and reflected it to the larger topic of event communication and its theories. Our research method has been triangular, both quantitative and qualitative; interviews with those who work with student recruitment, and surveys to young people in upper secondary school.</p><p>Our study showed the importance of student ambassadors and their specific task to be nice, friendly and outgoing. In comparison, the give-away isn't as important. It mainly has a remembering function and can also make interaction easier. We also found that different events are needed to fill different requirements, meanings and purposes. Information is also important; both to create awareness about the events and fairs, but also information at the event and fairs. This information should first and foremost be through a course catalogue, but also information about the school and the life as a student is important. Regarding to new technology it has a secondary meaning, and shouldn't be over-emphasized.</p>

Student recruitment is a subject that seems to be forgotten in the theory of event communication. Yet the area has some specific reoccurring features. Our purpose was to examine these specific features and how to work with these in the best way, and also see how to get the most out of the event communication to the young at event and fairs. Special features we have looked at are the student ambassadors ands their impact, the meaning of a give-away and also if there are any essential factors to get in contact with the young at fairs and events, and if new technology had an important role to play in the area. Our research has been inductive, and therefore, we have created our own theory and reflected it to the larger topic of event communication and its theories. Our research method has been triangular, both quantitative and qualitative; interviews with those who work with student recruitment, and surveys to young people in upper secondary school. Our study showed the importance of student ambassadors and their specific task to be nice, friendly and outgoing. In comparison, the give-away isn't as important. It mainly has a remembering function and can also make interaction easier. We also found that different events are needed to fill different requirements, meanings and purposes. Information is also important; both to create awareness about the events and fairs, but also information at the event and fairs. This information should first and foremost be through a course catalogue, but also information about the school and the life as a student is important. Regarding to new technology it has a secondary meaning, and shouldn't be over-emphasized.

This study provides a consumer profile of first year Tshwane University of Technology (TUT) Marketing students. To determine influences on students' tertiary education choices, a literature study was undertaken on consumer behaviour, influencing factors and consumer decision-making. An empirical study established consumer behaviour variables impacting on tertiary students, and revealed students' future perspective. A structured questionnaire was distributed. The main findings are: preferred media are E-TV, Metro FM, Drum magazine and The Sunday Times; Internet access is low; most prefer TUT for tertiary education; parents and academic standards predominantly impact tertiary institution choice; the majority will continue their studies and apply for a marketing job in South Africa; their future perspective is predominantly optimistic. In conclusion, the students are impacted by reference groups and institutional marketing efforts. Primary concerns include: successful communication with this group; the effectiveness of the Open Day; and the lack of using reference groups in marketing. / Business Management / M. Com. (Business Management)

Generational sub-groups have been stereotyped as requiring different approaches in the workplace with regard to what keeps them motivated. This research study was conducted from a humanistic-existential paradigm, seeking to find ways to avoid the demotivation of employees that can result from one-size fits all reward and recognition policies. The research attempts to establish the existence and nature of generational differences. Two quantitative measuring instruments, namely the Rewards Preferences Questionnaire (RPQ) and the Motivation Measure, were distributed electronically to all staff of a South African facilities management firm. The findings indicated that there are generational sub-group preferences for certain types of reward, and different perceptions about what types of reward attract, motivate and retain employees. They can be motivated differently by some reward structures. However, for others there was no obvious preference among the generational sub-groups. The main recommendation of the study is that companies adopt a flexible approach to reward and recognition, allowing employees to tailor reward structures according to their needs. Remuneration is the most preferred method of rewarding employees across all generations. / Industrial and Organisational Psychology / MCOM (Industrial and Organisational Psychology)