A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing 2016 / Since 1994, the number of South Africans who have the ability to hire domestic help has increased due to the economic inclusion of the African majority. This research has been conducted amongst South Africa’s middle to upper class (also referred to as LSM 7-10 or LSM A). A sizeable number of them have a monthly household income of R50 000 and above and another significant number is made up of business owners. The aim of the study is to assess the extent to which domestic workers’ perceived brand quality of homecare products influence the brand loyalty of the same as far as their employers are concerned. The data collection of this study was exclusively conducted online for the simple reason that the target population of the study is made up of office bound and busy people. A large majority of the respondents in fact spend 4-5 hours in their homes per day during the week. Therefore expecting them to fill in a questionnaire and submit to the researcher would have been a challenge. The research’s point of departure was based on the assumption that employers of domestic workers are not the end users of the products under discussion as their lifestyle did not permit this. However, the fact that the employers are the eventual buyers of the products presented the researcher with a point of curiosity. The key finding of the research was that there was a very strong link between Employer Brand Association and Employer Brand Loyalty. However, there was a weak influence of Employer Brand Awareness on Employer Brand Loyalty. These findings therefore ultimately suggest that domestic worker Brand Quality perceptions, will influence the Brand Equity of homecare products in South Africa. Overall, the Domestic Worker Perceived Brand Quality of homecare products had a positive influence on Employer Brand Awareness and Employer Brand Associations / GR2018

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-09-03T12:59:11Z No. of bitstreams: 1 Débora Laís Silva de Oliveira.pdf: 2884758 bytes, checksum: 821013806a9c83cd24088b073cf02d4d (MD5) / Made available in DSpace on 2018-09-03T12:59:11Z (GMT). No. of bitstreams: 1 Débora Laís Silva de Oliveira.pdf: 2884758 bytes, checksum: 821013806a9c83cd24088b073cf02d4d (MD5) Previous issue date: 2018-08-17 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This research is based on the Critical Social Psychology and aims to analyze the identity policies toward domestic workers. It aims, as well, to identify how such policies shape the praxis of daily life, understanding what could be possibilities of recognition for the worker in this context and how it would be possible to question the current praxis and reinvent labor relations. With these goals in mind, the research problem outlines as follows: Faced with identity policies and its effects on the praxis of everyday, what are the possibilities of recognition and reinvention of these praxis? The social relevance of this research demonstrates itself on the contemporaneity and magnitude of the domestic work, both in political and social terms, such as the increase of media attention and law advancement, as in quantitative terms. The methodological is based on the notion of sintagma identity-metamorphosis-emancipation, using life trajectory narrative. The remaining items are divided into two parts. The first, called "Yes, madam!", demonstrates the routes of socialization, obedience and submission and it is composed by reflections on the importance of socialization on identity formation (chapter 3). The second part, called "No, sir!", refers to the need of questioning social habits and promoting discomfort on the identity policies that have been reproduced. Chapter 5 presents buzzing and noises that the media have occasioned on regulatory identity policies. At last, the final considerations (chapter 6) draw reflections on the historical constructions of domestic work, which are imprinted in the relations on the context of such work: the naturalized invisibility, the work overload and the depreciative recognition. The necessity for a search toward social recognition, in the terms of Honneth (2003) and for the importance of domestic work were highlighted. In this direction, the vindication for more dignified work conditions, toward emancipatory possibilities, was indicated / A presente pesquisa, na perspectiva da Psicologia Social Crítica, tem como objetivo analisar as políticas de identidade voltadas para as trabalhadoras domésticas. Objetiva, também, identificar como tais políticas moldam as práticas no fazer de cada dia, compreendendo quais as possibilidades de reconhecimento da trabalhadora nesse contexto e de qual forma é possível questionar as práticas e reinventar as relações de trabalho. Com estes objetivos, delineia-se o problema da pesquisa da seguinte maneira: Diante das políticas identitárias e dos seus efeitos no fazer de cada dia, quais são as possibilidades de reconhecimento e de reinvenção dessas práticas? A relevância social dessa pesquisa manifesta-se na contemporaneidade e magnitude do trabalho doméstico, tanto em termos sociais e políticos, como o aumento da abordagem das mídias comunicativas e os avanços legais, quanto em termos quantitativos. O percurso metodológico (capítulo 2) foi baseado na perspectiva do sintagma identidade-metamorfose-emancipação, utilizando-se narrativas de história de vida. Os demais itens do trabalho foram divididos em duas partes. A primeira, nomeada “Sim, Senhora!”, demonstra os caminhos da socialização, obediência e submissão. Assim, foi composta por reflexões sobre a importância da socialização na formação identitária (capítulo 3). A segunda parte, denominada “Não, Senhor!”, refere-se à necessidade de questionar os hábitos sociais e promover incômodos nas políticas de identidade que se tem reproduzido. O capítulo 5 apresenta zumbidos e ruídos que as mídias têm ocasionado no que se refere às políticas identitárias regulatórias. Por fim, as considerações finais (no capítulo 6) trazem reflexões acerca das construções históricas do trabalho doméstico, as quais marcam as relações no contexto desse trabalho, quais sejam: a invisibilidade naturalizada, a sobrecarga e o reconhecimento depreciativo. Destaca-se a necessidade de uma busca pelo reconhecimento social, nos termos de Honneth (2003) e da importância do trabalho doméstico. Nesse sentido, buscou-se pensar possibilidades emancipatórias, a partir da reivindicação por condições de trabalho mais dignas

This thesis examines the history of domestic service in Zambia from the 1960s to the present day. Domestic service was one of the largest sectors of urban employment throughout this period and involved large numbers of men, women and children selling and buying labour in a variety of working arrangements. The sector has, however, received little scholarly or official attention, reflecting a broader historiographical neglect of informal sector employment and the female workers who predominate in this area of the economy. The lack of attention paid to domestic service by academics and policy-makers has considerably limited the questions that have been asked about who workers are and how processes of reproduction and production have been organized at a household and societal level in Zambia, both historically and in the present. Most immediately, in order to work outside of the home, earn money and access crucial resources, thousands of Zambians needed to find someone else to take care of their homes and children. Drawing on a wide range of source material, this study demonstrates the importance of domestic service to social and economic relations in post-colonial Zambia. The study centres on domestic service arrangements in black households in the capital city of Lusaka. It examines how and why men, women and children found work in service, how and why employers sought help with domestic and care labour, and the relationships that developed between these parties. The study illustrates the diversity of the sector, with working arrangements varying from seemingly-informal kinship-based labour relations at one end of the spectrum to formalised, contractual employment at the other. The study also explains the gendered and generational shifts that have reshaped domestic service over the last fifty years, drawing attention to the increased significance of women and female children's labour. Overall this thesis provides new insights into class formation, rural-urban dependencies, gender relations, and the nature of inequality in a post-colonial African city.

This document is submitted in partial fulfilment for the degree: Master of Arch[Prof] at the University of the Witwatersrand, Johannesburg, in the year 2015 / Domestic workers in South Africa are a vulnerable work force who are not financially or socially recognised for the significant role they play in sustaining homes, suburbs and society. The topic of domestic work serves as a lens through which to analyse the intersectional issues of race, gender and class in South Africa and their spatial manifestations. I have found that spatial principles employed, historically and currently, play a substantial role in creating or upholding the unbalanced power relationship governing domestic work. The spatial techniques of separation, isolation, concealment, surveillance, front to back and leisure to work relationships for example, have become so mundane and normalized in South African society that it is difficult to identify these factors as facilitators of race, gender and class discrimination. My spatial approach is to utilize these principles in a way that disrupts and draws attention to their original objective. The program aims to recognise the significance of this occupation, give domestic Workers collective power to negotiate their working conditions and facilitate social mobility. The building is a mix-use centre which incorporates business, accommodation, communal and public facilities, activities and gathering spaces a landscaped park. The business facilities incorporate existing services in a more formalized, professionalized manner, ensuring fair remuneration and recognition for quality services. The centre additionally provides services in more interactive, sustainable and economically efficient ways than they are traditionally provided for in individual private homes. These communal services include a children’s day care, public laundry and eatery. The intention is to create a prototype that may be reproduced in any suburb thereby creating a network of centres. The selection of the park in Norwood as a site serves to reactivate an underutilized public space and in so doing challenge the existing relationships of work and leisure, public and private and social hierarchies in the suburb. The position of this project in the relatively, sparsely populated suburbs would change the racial and financial demographic. It would be a new typology for high density, low cost/ government subsidised housing in a way that integrates infrastructure and public space. / EM2017

University of Macau / Faculty of Social Sciences and Humanities / Department of Psychology

published_or_final_version / Social Work / Master / Master of Social Sciences

Domestic service constitutes one of the largest sources of employment for black women in South Africa. Yet it is a largely unstudied occupation. There has been no previous investigation of domestic workers in the Eastern Cape, and to date only two comprehensive studies of domestic workers in other areas of South Africa. This neglect is significant, for such inquiry involves questioning the accepted pattern of inequalities on which the entire social order is based.

Summary in English. / Bibliography: pages 35-36.

Thesis (MA)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: In the domestic work sector, the employment relationship between employer and domestic worker has undergone various transitions over the years. The first transition saw the transformation of a characteristically abusive master-servant employment relationship into a madam-maid employment relationship. During this transition, domestic servants moved out of masters’ houses and opt for live-out and part-time working arrangements. However, this transformation did not improve domestic work much, as the employment relationship was maternalistic in nature. Various authors documented how the personal maternalistic employment was not only emotionally draining to both maid and madam, but also that maids were still prone to exploitation by madams, as domestic work was not regulated by law. This resulted in a second transition, where outsourced housecleaning service companies transformed this personal maternalistic employment relationship into a triangular employment relationship between manager, domestic employee (former domestic servant/maid/domestic worker) and client (former master/madam/employer). The triangular employment relationship creates distance between clients and domestic employees as domestic employees are under the authority and supervision of a third person (the manager/owner of housecleaning service company). In this study, these general trends are analysed with reference to the evolution of domestic work in South Africa. While there have been many studies focusing on domestic work, few studies have documented whether this transition has transformed domestic work ‘for better or worse’ with reference to the growth in housecleaning service companies in South Africa. This study attempts to fill this void by analysing managers’, domestic employees’ and clients’ perspectives of two housecleaning service companies in the Stellenbosch area. Throughout this study, every transition is discussed in terms of nature of employment, employment relationship, working conditions and benefits for both client and domestic employee. The final chapter tries to answer the question whether housecleaning service companies are ‘for better or worse’ on both micro and macro level and the need for future research in this field of academic endeavour is spelt out. / AFRIKAANSE OPSOMMING: Die diensverhouding tussen werkgewer en huishulp het verskeie veranderinge oor die jare ondergaan. Die eerste oorgang sien die transformasie van 'n kenmerkende beledigende meester-dienaar in ʼn Mevrou-bediende diensverhouding. Gedurende hierdie oorgang, het bediendes uit die huise van die meesters beweeg na ʼn leef-uit en deeltydse werk reëling. Hierdie transformasie het egter nie huishoudelike werk verbeter nie, omdat die diensverhouding maternalisties in aard is. Verskeie outeurs dokumenteer hoe die persoonlike maternalistiese indiensneming nie slegs emosioneel dreineerend vir beide die Mevrou en bediende is nie, maar ook dat bediendes uitgebuit is deur hul werkgewers, omdat huishoudelike werk nie deur die wet gereguleer is nie. Dit het gelei tot 'n tweede oorgang, waar uitgekontrakteerde huisskoonmaakdienste die persoonlike maternalistiese diensverhouding in ʼn driehoekige diensverhouding tussen die bestuurder, werknemer (voormalige dienaar/bediende) en die kliënt (voormalige Meester/Mevrou/werkgewer) verander. Die driehoekige werksverhouding skep afstand tussen kliënte en werknemers, omdat werknemers onder die gesag en toesig van 'n derde persoon (die bestuurder) is. In hierdie studie, word hierdie algemene tendense met betrekking tot die evolusie van betaalde huiswerk in Suid-Afrika geanaliseer. Alhoewel daar ʼn aantal hoeveelheid studies oor betaalde huiswerk gedoen is, fokus min studies of hierdie oorgang, huishoudelike werk "vir beter of slegter" verander het in terme van die groei in huisskoonmaakdienste in Suid-Afrika. Hierdie studie poog om hierdie leemte te vul deur die ontleding van bestuurders, huishoudelike werknemers en kliënte se perspektiewe van twee huisskoonmaakdienste in die Stellenboschomgewing te analiseer. Deurgaans in hierdie studie, word elke oorgang bespreek in terme van die aard van indiensneming, die diensverhouding, die werksomstandighede en voordele vir beide die kliënt en die werknemer. Die finale hoofstuk probeer die vraag antwoord of huisskoonmaakdienste huishoudelike werk "vir beter of slegter” verander het op beide die mikro en makro-vlak en die noodsaaklikheid vir toekomstige navorsing in hierdie veld van akademiese strewe word uitgespel.

published_or_final_version / abstract / Linguistics / Master / Master of Arts in Applied Linguistics