This study is an investigation into the representation of complexities confronting the concept of the Rainbow Nation as a South African social reality. The study is based on the works of Trevor Noah, one of post-Apartheid South Africa‘s eminent stand-up comedians whose two media works, The Day Walker and Crazy Normal, tackle issues pertaining to the socio-political and economic realities that are prevailing in South Africa. The mass media products continue to receive wide acclaim from both, media circles and audiences from racially diversified societies. They are delivered in a mimetic stereotypical manner that cuts across the length and breadth of the South African society. Trevor Noah‘s comedy uses humour to provide the South African society with an opportunity ―[for brutal honesty] to explore, affirm, deny, and ultimately to change its structure and its values‖ (Turner, 1977:33). Representations made in his comedy, more than providing people with a tonic for laughter, also create for the society momentary instances of thought which transcend the theatre stage in which the humour is delivered. Courtesy of these representations, his comedy infiltrates the people‘s sub-consciousness and engages them on those issues pertaining to race-relations and multicultural tolerance which are more often than not trivialised but are influential in shaping the status quo.

In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.

This thesis attempts to analyse the representation of professional female sport persons in selected South African media. The field of study is located within the ambit of gender and media studies with specific attention to the power of the latter to not only reflect, but actually shape realities and attitudes. Carolyn Byerly and Karen Ross (2004) comment that “the media have the potential not only to reinforce the status quo in power arrangements in society, but also to contribute to new, more egalitarian ones” (2004:24). The core question, then, is to determine whether traditional gender roles are confirmed, or positively shaped, by the way in which the selected media reported on professional women athletes in various sporting codes. As this is a neglected topic in South Africa, the study relied heavily on the research done by various American and European academics. Academics such as Pamela Creedon (1994) and Susan Birrell and Cheryl Cole (1994), found that female athletes are marginalised and stereotyped by the media. Their research also denotes that female athletes are objectified and judged on their looks and dress code instead of their sporting abilities. Female athletes are continuously stereotyped according to societal induced feminine traits. These representations alienate women who do not possess feminine qualities as “the other”, namely falling outside the desirability as determined by sponsorship and an assumed male viewing / reading public. The media further focus more on beautiful, glamorous athletes than female athletes that are less feminine, but with no less achievement and ability. Extensive examples are provided in the treatise of how the selected South African print media misrepresented women in the six month period that was studied. The conclusion is unambiguous: The South African media unfortunately follow the international trend of objectifying women according to male stereotypes. The media that were studied therefore missed an opportunity to shape gender attitudes as they collude with the powerful forces of sponsorship and viewer-ship to reinforce the status quo.

It has become conventional to use product placement in music videos. Big brands have started marketing themselves through product placement, for example, brands such as BMW, VitaminWater and Virgin Mobile. Placing products in music videos could be perceived as the brands linking themselves with celebrities. This product placement could either have a positive or negative effect on the celebrity and/or the brand. This research study aimed to provide the world of brands with insights into 18-28-year-olds’ perception of product placement in music videos, and whether placing their product in a music video where the audience is not partial to the celebrity, could be detrimental or not. This research study aimed to determine the selected sample’s (Nelson Mandela Metropolitan University students) perceptions of the product placement of three specific brands (VitaminWater, BMW and Virgin) in three specific music videos, namely: Jessie J and David Guetta “Laserlight” http://www.youtube.com/watch?v=syxd2n8S4AE JLo’s “Get on the Floor” http://www.youtube.com/watch?v=t4H_Zoh7G5A Lady Gaga and Beyoncé “Telephone” http://www.youtube.com/watch?v=GQ95z6ywcBY An electronic survey questionnaire was concluded with both closed and open-ended questions relating to the use of product placement in these three music videos. The survey questionnaire helped to determine what the selected sample’s perceptions were of each brand and celebrity, what they were after the respondents and seen the relationship between the brand and celebrity and finally, of product placement in general. A semiotic analysis of screen shots from each music video was conducted to determine what kind of nature the product placement occurred in in each music video.

Thesis (M.A. (Media Studies)) -- University of Limpopo, 2020 / The 21st century has been characterised by a growth in community radio (CR) programming for development and gender awareness sensitisation campaigns. Many radio programmes and documentaries feature issues that deal with gender and diversity issues. However, most are excessively packaged with content that depicts stereotypes and lack sensitivity. This study explores how CR covers and presents gender in the production and construction of programmes and news. It also offers basic strategies on how to produce gender sensitive programming. Furthermore, the study assessed the knowledge and attitudes of CR volunteers on gender mainstreaming as a concept. A mixed methods research paradigm combining both qualitative and quantitative methods was applied in this study. The review of literature involved an extensive analysis of gender reporting in the media and CR. Data was collected using questionnaires, focus group interviews, personal interviews and archival material. A transformation model was utilised for data interpretation and analysis. Study findings show that CRs do not adequately cover gender issues, portray gender in stereotypical norms, and the majority of volunteers have a negative attitude towards gender mainstreaming. The study endorsed formal gender training and the diversification of views as a primary solution to addressing gender disparity in the media. Keywords: Gender, gender mainstreaming, Community radio, programming

Thesis (MA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: In this study I analyse the first year of publication of Loslyf, the first and, at the time of its launch in June 1995, only Afrikaans pornographic magazine. The analysis comprises a historical account of its inception as relayed mainly by Ryk Hattingh, the first editor of Loslyf and primary creative force behind the publication. Such an investigation offers valuable insights into an aspect of South African media history as yet undocumented. As a powerful contributor to an Afrikaans imaginary, emerging at a time of political renewal, Loslyf provides a glimpse into the desires, tensions and tastes of and for an imagined community potentially still shaped by a censorial past. The magazine is worth studying, in part, as an example of an attempt at reinvesting the prescriptive and seemingly generic genre of pornography with cultural specificity and political content, with a view to making it more interesting and relevant. The study argues that whilst Loslyf succeeded in fracturing the “simulacrum” (Baudrillard 1990: 35) of pornographic representation, it also demonstrated that this kind of „alternativity‟ is difficult to sustain. An analysis of the written and visual content of the first 12 issues of the magazine, under Hattingh‟s editorship, investigates the basis of Loslyf‟s status as „alternative‟ publication. I conclude that the first year of Loslyf contributed towards the broader project of democratic expression in an expanding South African visual economy, as a simultaneously well considered and underrated (at the time of its publication at least) cultural product. / AFRIKAANSE OPSOMMING: In hierdie studie analiseer ek die eerste jaar van publikasie van Loslyf as 'n baanbrekende en, in die tyd van sy ontstaan in Junie 1995, die enigste Afrikaanse pornografiese tydskrif. Hierdie analise behels ʼn historiese oorsig van die ontstaan van Loslyf soos hoofsaaklik verhaal deur Ryk Hattingh, die eerste redakteur van Loslyf en primêre kreatiewe mag agter die publikasie. So ʼn ondersoek bied waardevolle insig tot ʼn ongedokumenteerde aspek van Suid-Afrikaanse mediageskiedenis. As ʼn kultuurproduk wat ʼn kragtige bydrae gelewer het tot die Afrikaanse samelewing in ʼn tyd van politieke hernuwing, bied Loslyf ʼn weerkaatsing van die begeertes, spanninge en smake vir en van hierdie gemeenskap – begeertes en smake wat grootendeels gevorm is deur ʼn geskiedenis van sensuur. Dit is waardevol om die tydskrif te bestudeer as voorbeeld van 'n poging om die voorskriftelike en skynbaar generiese pornografiese genre met kulturele bepaaldheid en politiese inhoud te herbelê, ten einde hierdie genre meer interessant en relevant te maak. Hierdie studie beweer dat, terwyl Loslyf daarin slaag om die “simulakrum” (Baudrillard 1990: 35) van pornografiese voorstelling te breek, die publikasie ook demonstreer dat hierdie tipe „alternatiwiteit‟ moeilik volhoubaar is. ʼn Analise van die geskrewe en visuele inhoud van die eerste 12 uitgawes van die tydskrif, onder redakteurskap van Hattingh, ondersoek die basis van Loslyf se status as „alternatiewe‟ publikasie. Ek beslis dat Loslyf se eerste jaar bygedra het tot die breër inisiatief van demokratiese uitdrukking in ʼn ontwikkelende Suid- Afrikaanse visuele ekonomie, as gelyktydig goed deurdagte én ondergeskatte (veral ten tyde van sy ontstaan) publikasie.

South Africa has long been associated with racial and ethnic issues surrounding prejudice and discrimination and despite a move post-1994 to a democratic ‘rainbow nation’ society, the country has remained plagued by unequal power relations. One such instance of inequality relates to the marginalisation of migrants which has been realised through xenophobic attitudes and actions, most notably the violence that swept across the country in 2008. Several reasons have been suggested in an attempt to explain the cause of the violence, including claims that migrants are taking ‘our jobs and our women’, migrants are ‘illegal and criminal’ and bringing ‘disease and contamination’ with them from their countries of origin. Although widely accepted that many, if not all, of these beliefs are based on ignorance and hearsay, these extensive generalisations shape and reinforce prejudiced ideologies about migrant communities. It is thus only when confronted with evidence that challenges this dominant discourse, that South Africans are able to reconsider their views. Williams (2008) suggests that for many South Africans, Africa continues to be the ‘dark continent’ that is seen as an ominous, threatening force of which they have very little knowledge. For this reason, anti-immigrant sentiment in a South African context has traditionally been directed at African foreigners. In this study I examine the ways in which African migrants and migrant communities, as well as the overall processes of migration, are depicted by selected South African print media: City Press, Mail & Guardian and Sunday Times. Using a combined Corpus Linguistics and Critical Discourse Analysis approach, I investigate the following questions: How are migrants and the process of migration into South Africa represented by these established newspapers between 2006 and 2010? Are there any differences or similarities between these representations? In particular, what ideologies regarding migrants and migrant communities underlie these representations? My analysis focuses on the landscape of public discourse about migration with an exploration of the rise and fall of the terminologies used to categorise migrants and the social implications of these classifications. Additionally, I analyse the expansive occurrences of negative representations of migrants, particularly through the use of ‘othering’ pronouns ‘us’ versus ‘them’ and through the use of metaphorical language which largely depicts these individuals as en masse natural disasters. I conclude that these discursive elements play a crucial role in contributing to an overall xenophobic rhetoric. Despite subtle differences between the three newspapers which can be accounted for based on their political persuasions and agendas, it is surprising to note how aligned these publications are with regard to their portrayal of migrants. With a few exceptions, this representation positions these individuals as powerless and disenfranchised and maintains the status quo view of migrants as burdens on the South African economy and resources. Overall, the newspaper articles contribute to mainstream dominant discourse on migrants and migration with the underlying ideology that migrants are responsible for the hardships suffered by South African citizens. Thus, this study contributes significantly to existing bodies of research detailing discourse on migrants and emphasises the intrinsic links between language, ideology and society.

This study was conducted to identify and analyse Mail and Guardian Online moderation outputs which contradicted the platform‟s own stated policy on hate speech and other forms of problematic speech. The moderation outputs considered were a battery of readers‟ comments that were posted in response to Thought Leader blogs on xenophobia published between May and June, 2008. This was the same period a series of xenophobic attacks was taking place in some parts of South Africa, leaving an estimated 62 people dead, more than 30,000 displaced, and countless victims injured and robbed of their property. The attacks were a catalytic moment that enabled a whole range of discursive positions to be articulated, defended, contested and given form in the media. They also made visible the potential tensions between free speech on the one hand, and hate and other problematic speech on the other. Using qualitative methods of thematic content analysis, document review, individual interviews, and an eclectic approach of framing analysis and rhetorical argumentation, this study found instances of divergence between the M&G policy and practice on User Generated Content. It found that some moderator-approved content advocated hate, hatred, hostility, incitement to violence and/or harm, and unfair discrimination against foreign residents, contrary to the M&G policy which is informed by the constitutional provisions in both section 16 of the Bill of Rights and section 10 of the Equality Act. Based on examples in the readers‟ comments of how „the foreigner‟ was made to signify unemployment, poverty, disease, unfair competition, and all manner of deprivation, and bearing in mind how such individuals have also become a site for the violent convergence of different unresolved tensions in the country, the study‟s findings argue that the M&G – a progressive paper dealing with a potentially xenophobic readership (at least a portion of it) – should have implemented its policy on acceptable speech more effectively. The study also argues that the unjustifiable reference to foreigners as makwerekwere, illegals, illegal aliens, parasites, invaders and border jumpers, among other terms, assigned them a diminished place – that of unwanted foreigner – thereby reproducing the order of discourse that utilises nationality as a space for the expurgation of the „other‟. The study argues that the use of bogus (inflated) immigration statistics and repeated reference to the foreigners‟ supposedly parasitic relationship to the country‟s resources also unfairly constructed them as the „threatening other‟ and potentially justified action against them.

[Introduction] An investigation of relevant literature reveals numerous studies on the principles of effective advertising communications. These studies are based on work done overseas and may not apply to Blacks in South Africa. Pioneer advertising research into the Black market has been conducted in recent years by the University of South Africa's Bureau of Market Research (BM). The resultant data obtained indicated that communicating to the Black market should be treated separately from communicating to Whites in South Africa and further research is required on the effectiveness of advertising communications aimed at Blacks. This study was designed to supplement the research conducted by the Bureau of Market Research rather than to validate these findings.

Title in English and Afrikaans / Communication Science / D.Litt. et Phil. (Communication Science)