Thesis (J.C.L.)--Catholic University of America, 2004. / Includes bibliographical references (leaves 71-76).

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The diploma thesis focuses on marketing communication of Craft Beer & Food pub U Vašinů. The first part is focused on theoretical knowledge of marketing and marketing mix. The second part contains an analysis of the environment and the current marketing communication. In the last part suggestions are presented to improve the current situation, which are based on analyzes.

Thesis (M.A.) - University of KwaZulu-natal, Pietermaritzburg, 2009. / Full text also available online. Scroll down for electronic link.

This master's thesis deals with the issue of information credibility, especially in case of the communication of information from media to the public. There are represented the most important concepts of the theory of information, media and communication. The main part presents a survey among Czech journalists and the public which was tasked to find out how these two groups of respondents see the media credibility according its type.

This study closely examines the features of political cartoons, testing whether cartoons exhibit the form and function of narratives, an assumption that has been advanced but not demonstrated in previous research. By focusing on cartoons about a specific event, the 1988 Presidential campaign, two questions are raised. How may cartoons be considered as narratives? What stories do they tell about the 1988 Presidential campaign? These two questions are intertwined. Seeing political cartoons as narratives is initially problematic, because narratives possess a temporal aspect. Conventionally, political cartoons are not presented in sequential patterns. This study argues that cartoons are capable of movement and effect a sequencing, particularly when they employ visual metaphors. Because metaphors involve a step-by-step cognitive transformation of something or someone from an initial state to a second state, they create sequence and activate audience response through the use of culturally shared referents. Drawing upon a collection of 2752 cartoons, this study examines them for displays of the basic elements of narrative: character, setting, narrator, and plot. Political cartoons are found to exhibit these elements collectively, in various configurations. Cartoons operate rhetorically by creating persuasive definitions, constructions that function as terministic screens, defining campaign events and personalities. These cartoons create terministic screens in three basic ways: (1) by making characterizations, (2) by casting characters into situations, and (3) by narrating or verbally describing situations. Visual metaphors, motifs, and references to campaign actualities are the inventional tools of the cartoonist, and contribute to the elements of narrative. Political cartoons are found to reflect the elements of narrative--character, setting, narrator, and plot--and to offer historicizing narratives about the 1988 Presidential campaign. The significance of seeing political cartoons as narratives is to be found in their realization as collective experience and in their moralizing function. Although the usual function of a cartoon is subversive, this discrediting function is reflected against its opposite, the expression of an ideal. As satire, as comic correctives, and as narratives, cartoons implicitly-propose ideal modes of conduct by providing commentaries on the absence of the ideal.

TikTok is a newly established social media platform with a lot of active and young users. On the app all kinds of political and controversial subjects get discussed, but how these are received, shared and interacted with are not something that we know a lot about today. The purpose of the study is to see how the news of the american presidential election and the abortion debate are being framed on the social media platform TikTok, as well as seeing what types of subjects within these debates are getting the most attention. This study did a quantitative content analysis, examining 600 analysis units. These have been divided into two TikToks hashtags, called #Abortionban and #Election2020. With 300 videos per hashtag, these have been further divided into popular videos versus unpopular videos – 150 per each. The videos are mostly framed as negative or neutral for the most part on both the hashtags, but the abortionban hashtag is more critical and also more emotional than the Election2020 hashtag. As the Election2020 hashtag leaned in almost all instances towards being more neutral and emotional but not at all critical. Barely one third of the 300 videos in the Election2020 hashtag was critical, while the majority of the abortionban hashtag, marking 80 percent, was critical. This was the biggest difference between the two hashtags, as well as the Abortionban hashtag being much more emotional, but the difference there was not as noticable. The most prominent subjects discussed within the hashtags were the same both within the popular and the impopular videos, and had a lot in common. For example on the Abortionban hashtag the subjects prochoice and prolife were both very prominent in the popular and unpopular videos, as well as voting and humour for the Election2020 hashtag. Which shows that some subjects get discussed no matter the interaction they get from their audiences, and are often subjects that the general public has a lot of thoughts on, as well as for being discussed in other media.

Purpose - With the social media's emergence in recent times, the main purpose of this study is to generate knowledge about social media communication’s impact on consumer-based brand equity, in terms of firm-created and user-generated social media communication. In order to make this possible, knowledge about customer’s perception about a specific brand is required. Furthermore, we are interested in explaining issues concerning how fashion companies can efficiently use social media, and the study’s intention is also to present recommendations of how companies can use social media as a marketing communication tool. Theory and hypothesis – This chapter deals with theory about consumer-based brand equity, where the different components of the model are presented. Also theory about social media, different social media applications and a social media strategy are described. Finally, firm- created and user-generated social media communications impact on brand equity are discussed, which leads to the study’s hypotheses. Methodology – The study has a triangulation consisting of both a qualitative and a quantitative part and has essentially a deductive approach. The study interviewed one expert in the fashion industry and one expert in the area of social media. An interview with the analysed company’s marketing manager was also made. The quantitative study was made on 624 respondents, which were all members of the company’s customer club. 97 of these 624 respondents were investigated in order to observe the impact of firm-created and user- generated social media communication on brand equity. Empirical findings and results – The findings in the study indicate that firm-created social media communication positively impact brand equity, while user-generated did not show to be significant. In this study it was shown that the majority of the respondents use social media, especially Facebook, and the content that most valuable was access to discounts and promotions as well as information about the brand and its products. Conclusion - Our study confirms the importance for companies to use social media as a marketing tool and it should be in all managers’ interest to make use of this channel. Also the importance of having high brand equity is highlighted and how the customer’s perceptions about a brand can be used as guidelines in order to increase brand equity.

Thesis (PhD)--Stellenbosch University, 2013. / ENGLISH ABSTRACT: This study explores generic properties of hard news reports and editorials and the nature of linguistic devices invoked by journalists to communicate issues of conflict in Uganda. It describes the textual architecture of a hard news report and an editorial unfolding in the Ugandan print media, and the features that define English-language and Runyankore-Rukiga hard news and editorials. The study further explicates the nature of overt and covert linguistic resources that news reporters and editorialists employ to communicate issues conflict in English and Runyankore- Rukiga across government and private newspapers. It also examines strategies that news reporters employ to establish their stance towards the news event being communicated and seeking to align or disalign with the issue in a manner that seeks to enlist the reader to do likewise. The study employs the multi-dimensional and multi-perspective approaches of discourse analysis to examine news stories and editorials that communicate issues of conflict. Using genre-theoretic and appraisal–theoretic principles, the study explores a diachronic corpus of 53 news reports and 27 editorials drawn from four selected newspapers, Daily Monitor, The New Vision, Entatsi and Orumuri. It therefore, involves a cross-linguistic comparison of English and Runyankore-Rukiga news texts across government and privately-owned newspapers. The investigation demonstrates that news reports in Runyankore-Rukiga and English in the Ugandan print media exemplify similar generic properties and textual organisation to the Englishlanguage hard news reports obtaining in the Anglo-American world. The editorial texts also largely exhibit rhetorical moves similar to the ones employed in the English-language editorials. Nonetheless, a chronological development of news segments occurs across a considerable number of hard news reports in English and Runyankore-Rukiga. This is evident in the use of markers of cohesion such as anaphoric references, time adjuncts, or a mere positioning of events of similar nature in adjacent segments, which leads to some of them hanging together. Consequently, this feature constrains reordering of segments without causing textual unintelligibility. In particular, the Runyankore-Rukiga news reports display a lengthy and value-laden opening whose elements are usually at variance with the body components or even the actual news event. The interpersonal meanings are actuated via metaphors, implicit judgement, non-core lexis, and occasional proverbs. While both government and private newspapers restrain from overt judgement of human conduct, news reporters from the private newspapers invoke implicit attitudes to assess the behaviour of news actors and occasionally highlight the negative actions, particularly of the police, army, or other government agents depicting their conduct as inappropriate. The government leaning newspapers often assess their conduct in positive terms or avoid mentioning events in which their conduct would have hitherto been construed as negative. The study also established that some of the news reports display affect values activated via the description of circumstances or negative actions of the agents on the affected. This description often involves expressions that trigger in the reader feelings of pity, empathy, or pain for the affected while at the same time evoking anger or disgust for the agent. The study demonstrates how news reporters invoke non-core lexical elements or proverbs to intensify the interpersonal value, thus endorsing the attitudinal value expressed by the locution(s). / AFRIKAANSE OPSOMMING: Hierdie studie het generiese eienskappe van hardenuusberigte en hoofartikels en die aard van taalkundige middele waarop joernaliste hulle beroep om kwessies ten opsigte van konflik in Uganda te kommunikeer, verken. Dit beskryf die tekstuele argitektuur van ʼn hardenuusberig en ʼn hoofartikel wat in die Ugandese gedrukte media ontvou, en die kenmerke wat hardenuus- en hoofartikels in koerante in Engels en Runyankore-Rukiga definieer. Die studie het verder die aard van overte en koverte taalkundige hulpbronne wat verslaggewers en hoofartikelskrywers benut om kwessies ten opsigte van konflik in Engels en Runyankore-Rukiga oor regeringskoerante en private koerante heen te kommunikeer, ondersoek. Dit het ook strategieë ondersoek wat verslaggewers aanwend om hulle standpunt teenoor die nuusgebeurtenis wat gekommunikeer word, te vestig en wat daarna streef om hulle met die kwessie te vereenselwig of daarvan los te maak op ʼn manier wat daarop gemik is om die leser te betrek om dieselfde te doen. Die studie het van die multidimensionele en multiperspektiefbenaderings van diskoers-analise gebruik gemaak om nuusstories en hoofartikels wat kwessies van konflik kommunikeer te ondersoek. Met behulp van genre-teoretiese en waardebepaling-teoretiese beginsels het die studie ʼn diachroniese korpus van 53 nuusberigte en 27 hoofartikels uit vier geselekteerde koerante, Daily Monitor, The New Vision, Entatsi en Orumuri, verken. Dit het dus ʼn kruislinguistiese vergelyking van nuustekste in Engels en Runyankore-Rukiga in regeringskoerante en koerante in privaatbesit behels. Die ondersoek het aangetoon dat nuusberigte in Runyankore-Rukiga en Engels in die Ugandese gedrukte media soortgelyke generiese eienskappe en tekstuele organisasie as Engelstalige hardenuusberigte in die Anglo-Amerikaanse wêreld illustreer. Die hoofartikeltekste het ook meestal retoriese skuiwe soortgelyk aan dié wat in die Engelstalige hoofartikels gebruik word, aangetoon. Nogtans kom daar ʼn chronologiese ontwikkeling van nuussegmente in ʼn groot aantal hardenuusberigte in Engels en Runyankore-Rukiga voor. Dit is duidelik in die gebruik van kohesiemerkers soos anaforiese verwysings, tydsbepalings, of ʼn blote posisionering van gebeure van soortgelyke aard in omliggende segmente wat daartoe lei dat sommige van hulle samehang vertoon. Hierdie eienskap beperk dus herordening van segmente sonder om tekstuele onverstaanbaarheid te veroorsaak. Die nuusberigte in Runyankore-Rukiga, in die besonder, vertoon ʼn lang en waardegelaaide inleiding waarvan die elemente gewoonlik strydig is met komponente van die hoofgedeelte of selfs die ware nuusgebeurtenis. Die interpersoonlike betekenisse word via metafore, implisiete oordeel, niekern-leksis, en sporadiese spreekwoorde aangedryf. Terwyl beide regeringskoerante en private koerante hulle weerhou van overte oordeel oor menslike gedrag, beroep verslaggewers van die private koerante hulle op implisiete gesindhede om die optrede van nuusmakers te beoordeel en beklemtoon partymaal die negatiewe optrede, in die besonder dié van die polisie, weermag of ander regeringsagente, en beeld hulle gedrag as onvanpas uit. Die regeringgesinde koerante assesseer dikwels hulle optrede in positiewe terme of vermy dit om gebeure waarin hulle gedrag wat tot dusver as negatief geïnterpreteer sou word, te noem. Die studie het ook vasgestel dat sommige van die nuusberigte affekwaardes toon wat geaktiveer word via die beskrywing van omstandighede of negatiewe optrede van die agente teenoor die betrokkenes. Hierdie beskrywing behels dikwels uitdrukkings wat by die leser gevoelens van jammerte, empatie of pyn vir die betrokkenes opwek terwyl dit terselfdertyd woede of afkeur vir die agent ontketen. Die studie het aangetoon hoe verslaggewers hulle op niekern- leksikale elemente of spreekwoorde beroep om die interpersoonlike waarde te versterk, en so die houdingswaarde wat deur die segswyse(s) uitgedruk word, onderskryf. / African Doctoral Academy and the Graduate School in the Faculty of Arts and Social Sciences of Stellenbosch University for availing scholarship funds, Makerere University, the Directorate of Human Resources for the study leave and facilitating my travel to and from Stellenbosch; and the Directorate of Research and Graduate Training for the research funds

Na história dos meios visuais de comunicação de massa, o cartaz desempenha um papel importante no contexto das sociedades urbanas, mantendo um status privilegiado e duradouro na história da publicidade, das artes gráficas e do design. Desde seu surgimento, no séc. XIX , o cartaz dialoga com os espaços urbanos ao expressar em suas linguagens as narrativas dos contextos nos quais se insere. O presente estudo tem como objetivo entender a dinâmica da função comunicativa do cartaz voltada para as questões sociais, mais especificamente na área de saúde pública, bem como as peculiaridades de seu público alvo, o adolescente, no que se refere aos diferentes níveis de alfabetismo verbal e visual, assim como suas singularidades culturais. No percurso do desenvolvimento do projeto contextualizamos as políticas de comunicação em saúde, a questão da Aids e o perfil do adolescente. Por meio da leitura diacrônica dos principais períodos da evolução do cartaz e da análise de sua tipologia e funções, identificamos sua inserção como mídia dirigida para a educação em saúde. O estudo dos conceitos de imagem, visualização, percepção e significação envolvidos no processo de comunicação nos permitiu analisar os aspectos pertinentes à linguagem visual, seus códigos e sua adequação aos objetivos propostos, segundo a abordagem teórica da semiótica da cultura. / In the mass visual communication history, posters play a significant role within the context of urban societies, where they have achieved lasting, privileged status in advertising, graphic arts and design. Since their inception in the 19th century, posters have established a dialogue with urban spaces as they express narratives that comprise the contexts within which they exist. The objective of this study is to understand the dynamics behind the communication value of posters geared to social issues, more specifically to public health, as well as the particularities of their target audience adolescents as regards different levels of verbal and visual literacy and their cultural singularities. During the development of our project, we sought to contextualize media policies in health services, the AIDS issue and adolescents profile. Through a diachronic reading of the main periods of evolution of posters and through analysis of their typology and functions, we identified their insertion as a medium for health education. Our studies based on the concepts of image, visualization, perception and meaning that comprise the media communication process enabled us to analyze aspects pertaining to visual language, its codes and its adequacy to proposed objectives according to a theoretical approach to the semiotics of culture.