This study investigates the popular pleasures produced by readers of men's magazines, focusing primarily on the publication, Men's Health, which represents a new type of magazine catering for men. Using qualitative research methods such as textual analysis and reception analysis, the study explores the pleasures produced by both men and women from the consumption of such texts. The theoretical perspective of cultural studies informs this project, an approach that focuses on the generation and circulation of meanings in society. Focusing on the notion of the active audience and Hall's encoding/decoding model, this study examines readers' interpretations of the Men's Health text, focusing on the moment of consumption in the circuit of culture. Reception theory proposes the existence of "clustered readings" produced by interpretive communities that are socially rather than individually constructed. As a critical ethnography, the study interrogates these meanings with particular reference to questions of gender relations and power in society. Access to different discourses is structured by the social position of readers within relations of power and this study takes gender as a structuring principle. Therefore, this study also explores the particular discursive practices through which masculine and feminine imagery is produced by the Men's Health text and by its readers. The research findings support the more limited notion of the active audience espoused by theorists such as Hall (1980) offering further evidence to suggest that readers produce readings other than those preferred by the text and that therein lies the pleasure of the text for male and female readers. The research concludes that the popularity of Men's Health derives from the capacity of its readers to make multiple meanings of the text.

Informed by the political economy framework and the public service role of media in democracy, the main objective of the study was to use in-depth semi-structured interviews to understand news-workers’ professional journalistic identities in relation to their status as government employees and the understanding of their public service role as outlined in the paper’s mission statement. The main interest was to understand the complexity of negotiating these role identities. Through reference to the theories of journalism professionalism, the study highlighted the extent to which news-workers in the small newsroom of Lentsoe la Basotho/Lesotho Today see themselves as public service journalists in a democratic country. The interest was borne partly out of the views of the paper’s critics who see it as not serving the public but rather promoting the activities and policies of the government of the day, thus falling short of its democratic role. The contention of the study was that as a public service newspaper, the paper should have news-workers who do impartial journalism and reflect the public’s right to know in their reporting. The findings of the study suggests that news-workers at Lentsoe la Basotho/Lesotho Today continuously have to strive to negotiate the potential conflict between being a professional and working for a government-controlled newspaper. While they sometimes lay claim to being journalists, the reality is that in their political coverage they end up adopting the role of government mouthpieces.

A Critical Theoretical perspective is used to analyse the underlying logic of globalization (flexible capital accumulation) as problematic for social policy and programs. Conflicts between economic accumulation and political legitimation emerged as contradictory stagflation leading to delinking the gold standard and abandonment of the Keynesian consensus and Bretton Woods system. The Macdonald Royal Commission on Economic Union and Development Prospects for Canada abandoned its claim to public enlightenment and social consensus in validating free trade. The economic constitution of free trade limits social rights and future political intervention into the economic sphere. The social orientation to emancipation and well-being are restrained to utilitarian discourse. Critical Theory of the Frankfurt School is compared with positivism and interpretivism within an analytic frame of ontology, epistemology and methodology. The historical background of the Frankfurt School is discussed with contributions by Adorno, Foucault, Freud, Habermas, Honneth, Horkheimer, and Marcuse. A meta-theoretical framework is developed for use in social work theory and practice. Jiirgen Habermas' Theory of Social Action is analysed within the frame as arguing the good life in the public sphere. Habermas' interpretation of the crisis of the welfare state as the colonization of the lifeworld by strategic communication is applied to the recent free trade and social policy debate. Universal pragmatics and the criteria of universal validity claims is developed. A communication assessment method is developed from Habermas' universal validity claims criteria and theory of communicative action. The typological criteria is used to measure public consensus on The Globe and Mail Newspaper coverage of Canadian public sphere discourse on free trade and social policy from 1980 to 1995. A multi-stage sample of textual arguments is deconstructed and analysed within an "ideal speech situation" of the hermeneutic-dialectical computer program ATLAS/ti. Qualitative analysis and statistical measures of Chi-Square Analysis and Dendrograms are adapted to the validity claim criteria to describe the results. Methodological results are tentative, and presented as an exploration of theory applied to method which is useful for social work theory and practice. The importance of the Habermasian revision of Critical Theory to social work theory and practice is discussed. / Arts, Faculty of / Social Work, School of / Graduate

Oliver Tambo institute of Governance and Policy Studies / MPM

Wong Nga Lai. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 96-104). / Abstracts in English and Chinese. / Chapter Chapter One --- An Introduction / Chapter 1.1 --- Foreword: Fermat's Last Theorem --- p.1 / Chapter 1.2 --- Introduction --- p.3 / Chapter Chapter Two --- Literature Review / Chapter 2.1 --- News Diffusion Theory --- p.7 / Chapter - --- Personal Importance / Chapter - --- Emotional Response and Parasocial Interaction / Chapter 2.2 --- Comparing The First Sources of News Diffusion --- p.14 / Chapter - --- Perceived Salience / Chapter - --- Credibility / Chapter - --- Other Perception Differences / Chapter - --- News Diffusion and the Use of the Internet / Chapter 2.3 --- Possible Internet Uses in News Diffusion --- p.21 / Chapter - --- The Internet As a Personal Medium / Chapter - --- The Internet As an Information Source / Chapter - --- Summary / Chapter Chapter Three --- Methodology / Chapter 3.1 --- Pre-survey Preparations --- p.33 / Chapter 3.2 --- Operationalization and Measurement of Variables --- p.36 / Chapter Chapter Four --- Results and Discussion / Chapter 4.1 --- Rate of Diffusion --- p.42 / Chapter - --- September 11: A stunning high diffusion rate / Chapter - --- Leung-Fu Engagement: A romance known to 90% of a population / Chapter 4.2 --- Results and Discussion --- p.48 / Chapter H1:- --- September 11: Television was the predominated source / Chapter - --- Leung-Fu Engagement: Newspaper was the predominant source / Chapter H2:- --- September 11: High personal importance evoked interpersonal communication / Chapter - --- Leung-Fu Engagement: Personal importance determined extent of diffusion / Chapter - --- Active early knowers were key players in diffusion / Chapter H3a:- --- September 11: Upset people were more active in telling others / Chapter H3b:- --- Leung-Fu Engagement: No indication of para-social interaction / Chapter H4:- --- September 11: Initial sources differentin perceived credibility / Chapter - --- Leung-Fu Engagement: Different media different in perceived salience / Chapter H5& H6: --- The news diffusion function of the Internet / Chapter 4.3 --- Summary of Results --- p.75 / Chapter Chapter Five --- Conclusion / Chapter 5.1 --- Discussion of Findings --- p.80 / Chapter 5.2 --- Discussion of the Use of the Internet in News --- p.86 / Diffusion / Chapter - --- The Internet as an additional information source / Chapter - --- The Internet as a mediated personal channel / Chapter - --- The Internet as an initial source / Chapter - --- Enhancement of Internet Communication by 3G technologies / Chapter 5.3 --- Final Words --- p.92 / Reference --- p.96 / "Appendix 1 Questionnaire for ""September11""" / "Appendix 2 Questionnaire for ""Leung-Fu Engagement"""

Tam Pui Ching, Maria. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 67-73). / Questionnaire also in Chinese. / Chapter Chapter One: --- Introduction --- p.1 / Chapter Chapter Two: --- Literature Review --- p.5 / Cultivation Theory --- p.5 / Stereotypes and Attitudes toward the Elderly --- p.8 / Factors Affecting Stereotypes --- p.9 / Media Influence on Attitudes toward the Elderly --- p.12 / Cultural Values of Family and Ageing --- p.15 / Chapter Chapter Three: --- Rationale and Hypotheses --- p.20 / Rationale --- p.20 / Hypotheses --- p.23 / Chapter Chapter Four: --- Methodology --- p.29 / Sample --- p.29 / Measurement of Chinese Cultural Values --- p.30 / Measurement of Attitudes toward the Elderly --- p.33 / Measurement of Stereotypes about the Elderly --- p.37 / Media Exposure --- p.39 / Chapter Chapter Five: --- Findings --- p.41 / Testing Hypothesis H1 --- p.46 / Testing Hypothesis H2 --- p.47 / Testing Hypothesis H3 --- p.47 / Testing Hypothesis H4 --- p.48 / Testing Hypothesis H5 --- p.48 / Testing Hypothesis H6 --- p.49 / Testing Hypothesis H7 --- p.50 / Chapter Chapter Six: --- Discussion and Conclusion --- p.52 / Appendix1 --- p.62 / References --- p.67

When It comes to the basic perspectives on personal and social reality, it is commonly assumed that these perspectives are learned within the parent-child relafionship. As a result, the family has been typically accorded a place of primary importance the explanation of socialisation. But another influence has been lurking in the background- the mass media . Media influence upon ~hildren has generally been assumed to be significant, with powerful, long lasting consequences. However, traditional explanatory attempts have predominantly dealt with the effects of media violence on juvenile behaviour. The result has been a relative neglect of empirical analysis of media socialisation as it relates to detinquent behaviour. a matter that the present study attempted to rectify. The present study proposes that the media's commitment to conformity varies in degree of congruence with societal expectations and this variation is directly "transmitted to the child influencing the child's behaviour. / Criminology / M.A.

The purpose of this study was to examine how male and female celebrities are represented on the 24 covers of e+, a weekly entertainment magazine that was published by Dubai-based Al Nisr Publishing. This cross-sectional, exploratory study used a qualitative visual semiotic analysis and quantitative content analysis to examine how male and female celebrities are constructed and represented on covers published between October 2010 and September 2011. In addition, the study explored whether the myths and ideologies found on the covers made an impression on the perceptions and tastes of teenagers living in the UAE. A subsequent self-administered questionnaire was completed by 30 teenagers living in the UAE aged between 16 and 19 with the purpose of determining how teenagers experienced representations of celebrities. Furthermore, to gain a deeper understanding of how teenagers experienced celebrity culture, three focus-group interviews, each comprising of six participants, are conducted. The study found that both male and female celebrities were represented in gender stereotypical roles. Results showed that male celebrities were represented as active, strong, decisive and dominant. Male celebrities were associated with success, fast cars and dangerous weapons. On the other hand, female celebrities were predominantly represented as submissive. The representations of female celebrities focused on beauty and fashion. The survey and focus-group results revealed that celebrity culture does have an influence on teenagers. Participants reported that they bought products that they saw celebrities wearing or using, emulated the celebrities’ behaviour and copied hairstyles and make-up looks. However, the study found that, in addition to celebrity culture, teenagers’ perceptions are also shaped by their peers, parents and other people they interact with such as teachers. / Communication Science / M.A. (Communication Science)

This thesis, titled “Normative Media Theory and the Rethinking of the Role of the Kenyan Media in a Changing Social Economic Context,” is a theoretical study that discusses the role of normative media theory in shaping and guiding debate on the role of the media and attendant policy making processes in a changing Kenyan social economic context. This is done against the background of acknowledgment of the general state of flux that characterizes normative media theory in a postmodern, globalized and new media landscape. The study thus extensively describes the Kenyan media landscape, with a view to demonstrating how it has and is continuing to be transformed by a variety of developments in the social economic set up of the Kenyan society. In order to provide a theoretical basis for explaining these developments, the study then indulges in an extensive theoretical discussion that presents a synthesis of current arguments in the area of normative media theory. This discussion fundamentally brings to the fore the challenges which characterizes normative media theory in a changing social economic context and therefore the inability of traditional normative theory to account for new developments in the media and society in general. In an attempt to integrate normative media theory and practice, the study then discusses (against the backdrop of theory) the views and opinions of key role players in the Kenyan media landscape, in regard to how they perceive the role of the media. Particular attention is given, inter alia, to matters such as media ownership, media accountability processes, changing media and communication technologies, a changing constitutional landscape, the role of the government in the Kenyan media landscape, the place of African moral philosophy in explaining the role of the media in Kenya, and the growth of local language radio. Finally, on the bases of theory, experiences from other parts of the world and the views of key role players in the Kenyan media landscape, the study presents several normative guidelines on how normative theory and media policy making in Kenya could meet each other, taking into account the changes occasioned by globalization and the new media landscape. These proposals are essentially made to enrich general debate on the role of the media in Kenya, as well as attendant media policy making efforts. / Communication / D.Litt. et Phil. (Communication)

The aim of this study is to discover the relationship between health, media and gender, more specifically HIV and AIDS prevention, women’s magazines and women as readers. This research has been conducted within a Master’s dissertation at the Centre for Communication, Culture, Media & Society (CCMS) at the University of KwaZulu-Natal in 2012 and the primary emphasis is on media reception and the way in which women make sense of women’s magazines messages, particularly of HIV and AIDS messages. Therefore, the study’s focus is on media consumption, influences of women’s magazines and personal interpretation of embedded messages. The aim is to identify the role of women’s magazines as part of mass media within a particular field of communication rather than to identify the magazines’ impact on gender roles. My study will discover the reception of health messages on HIV and AIDS surrounded by controversial messages on femininity and gender stereotypes. The main research questions are: i) How, why and when are recipients using women’s magazines? ii) How are recipients perceiving and interpreting HIV and AIDS messages in women’s magazines, and specifically within the context of contradictory messages on sex, femininity and gender roles? iii) And, if and how are health messages in women’s magazines influencing recipients and their interaction with others? The interpretive qualitative research paradigm is applied and the method of qualitative interviews is used for collecting the data. The uses and gratification theory, social learning/social cognitive theory, the concept of entertainment education (EE), and the women-centred sense-making approach are consulted. As an overall result, the analysis reflects a positive picture and interpretation of women’s magazines by the participants, but it also shows the dual character of women’s magazines. Contradictions and critique on content were expressed, positive and negative features were identified, female stereotypes and at the same time the enjoyment of reading was noted, and with regards to health messages, the overall reception was predominantly positive and various content elements seemed to be relevant for the participants. In conclusion, the decisive factors for health messages on HIV and AIDS in women’s magazines, identified in my study are: motivation as an important stage, according to social learning/social cognitive theory in order 7 to enable behaviour modelling; relatedness, originally identified as a third human need within the self-determination theory, which helps to strengthen intrinsic motivation; the dual character of women’s magazines as an on-going conflict between the pleasure of reading a magazine and the consciousness of reprehensible stereotypes and female roles; the sense of female community and finally the role of readers as female opinion leaders. These results present women’s magazines as a multifaceted medium and might influence future research and programmes for health communication on HIV and AIDS prevention. Key words: Women, health, HIV and AIDS, women’s magazines, print media, reception analysis, HIV and AIDS communication, development communication, media usage, media consumption, health messages, relatedness, duality. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2013.