The citizens of a state make sense of political parties from what is communicated about the parties as well as how that message is communicated. The use of social media, as a campaign communication vehicle, by political parties and voters is increasing, which brings rise to the need to examine the role of social media in South African politics. This study, which is a necessary exploration of political communication in South Africa, particularly on social media post-1994, looks at the scope of political communication on social media pre and post the 2014 elections in South Africa. Through a content analysis, this study analyses the communication messages of political parties on Twitter and the public‟s response to those messages. Furthermore, drawing from the theories of Framing and Agenda setting, this study explores how issues are framed on social media as well as the agenda setting role of social media. The study also identifies the issues that present themselves in political communication through social media in South Africa, and proposes ways in which the political parties could campaign more compellingly and effectively on social media.

According to Jensen (2000:215), though we talk of the growing digital divide between rich and poor countries, Africa has shown encouraging signs that it is rapidly adopting the Internet and making innovative use of the technology. Nevertheless, the continent is still well behind other developing regions of the world in taking advantage of the information and communication revolution. The main reasons for this are the limited and expensive telecommunication infrastructure, small markets, and lack of skills and awareness. At the end of 1996, just 11 of Africa’s 54 countries had local Internet access, but by February 2000 all of the continent’s countries had access in the capital cities (Jensen 2000:215). Excluding South Africa, the number of computers permanently connected to the Internet in Africa exceeded 10,000 early in 1999 (Jensen 2000:215). By January 2000, the total had increased to about 25,000, which means Africa, with an estimated population of 780 million people, has about as many Internet-connected computers (hosts) as Latvia, which only has a population of 2.5 million (Jensen 2000:215). Measuring the actual number of Internet users is difficult, but figures for the number of dial-up accounts supplied by Internet service providers (ISPs) show that Africa has more than 500,000 subscribers (Jensen 2000:215). Each computer with an Internet or e-mail connection supports an average of three users, a recent study by the UN Economic Commission for Africa (ECA) has found (Jensen 2000:215). This puts current estimates of the number of African Internet users at somewhere around 1.5 million. Most are in South Africa with approximately 1 million (Jensen 2000:215). Apart from the widespread use of Internet for business and entertainment purposes, social networking sites are becoming widely popular in South Africa. Although there has been little academic research on social networking sites in South Africa, there have been a few articles on websites, newspapers, and magazines that have touched on this phenomenon. Social networking sites, particularly Facebook, have become very popular among the adult internet user population, as both business and private applications. BMW South Africa, for example, has a Facebook page where video posts of recent car models and photos of cars are placed. The Facebook page also has a link to the company’s website (www.bmw.co.za) on the profile which takes a user straight to the commercial website. FM Tech (www.fmtech.co.za) is technology industry news and opinion website edited by Duncan McLeod, associate editor at the Financial Mail, South Africa’s top-selling and best-read weekly business, technology and current affairs magazine. McLeod’s article, What SA Internet users searched for in 2008, revealed that “Facebook”, “Cape Town” and “games” are the terms that South African Internet users searched for most often in 2008. Farber (2008) suggests that this is according to the results of US Web search giant Google’s annual “Zeitgeist” survey of the top searches worldwide. Farber also includes the year’s list of fastest-rising search terms which showed an enormous interest in international social networking sites. 1.2 Articles from popular media The following four popular articles describe the nature of social networking sites and its influence on South African users. Article 1: Cathryn Reece (2007) wrote an article entitled Facebook fever grips SA. “Cape Town - South Africans have embraced the internet social networking revolution, with over 50 000 new users signing on to the local Facebook network. The Facebook "South Africa" network currently has over 87 000 members - up from 35 000 in May. When a user registers on the site, they are given a blank profile page which they can update with their personal information and are encouraged to join a network. Members can then search the site for their friends and link up to each other, re-creating their social circle on the internet.

Submitted in fulfillment of the requirements for the degree: Master of Management Sciences: Marketing, Department of Marketing and Retail Management, Durban University of Technology, Durban, South Africa, 2016. / Social media is increasingly playing an important role in promoting tourism. The SAT Strategy (2013: 12) suggests that the opportunities in the tourism industry are so numerous but are not yet fully exploited where more marketing is needed to create more awareness. Leung, Law, Hoof, and Huhalis (2013: 5) add that travellers have widely adopted social media in order to search for information, organise, share and annotate their experiences and stories through micro blogs and blogs, online communities, media sharing sites, and other tools collaboratively. Tourism marketers are also considerably using social media to engage with actual and potential tourists throughout the decision making journey (Hudson and Thal 2013: 157). According to Hanekom (2015: 1) tourism is regarded as a critical component on the National Development Plan of South Africa because of its capacity to spur growth across the wider economy and create jobs. There is a need for ongoing efforts to promote the tourism industry for it to remain competitive and continue contributing to the welfare of the people. The aim of this study is to determine the influence of social media in promoting tourism business activities in Durban, South Africa. The primary objective of the research is to examine the value of social media in promoting tourism in Durban. Durban is regarded as the leading tourism destination in South Africa and is globally marketed by an official marketing unit known as Durban Tourism-a part of the eThekwini Municipality (Durban Tourism 2012.4). The study followed a quantitative research method in order to attain the set objectives of the study. Non-probability sampling technique was employed in recruiting the participants. Convenience and purposive sampling techniques were used to generate the sample population in this study. The target population for the study were all the tourists that visited the Durban tourist destinations. The researcher managed to secure a 90% response rate as 272 questionnaires out of 300 were collected. A structured self-administered questionnaire with 42 questions was used in the survey that was conducted to obtain primary data. The study used both descriptive and inferential statistics. Statistical Package for Social Scientists (SPSS) version 23.0 was used to analyse the data. The results suggest that social media is of strategic importance in promoting tourism in Durban. Theorists in the literature review highlight that the influence of social media is more pervasive and compelling than conventional mass media because of its ability to influence a larger number of people, the ability to deliver rich information, and the minimal effort required from individuals to make influence attempts (Guo (2014: 3). The majority of tourists indicated that they are active on social media platforms of which, WhatsApp and Facebook had the highest numbers of users. The study also revealed that social media is not an optional extra in the tourism industry and suggests that, tourism companies, like any other company, must participate on Twitter, Facebook, MySpace, and other social media sites in order to succeed in today’s highly competitive business environment (Kaplan and Haenlein 2010:62). The study recommended that tourism authorities must encourage South Africans to visit their own country, adopt and integrate new social media applications, use social media to create awareness of the positive transformations that have taken place in the city, and offer more secure online holiday-purchase provisions. The study recommends further research to be undertaken on the influence of specific social media sites to allow more understanding and use of appropriate social media platforms by marketing practitioners. / M

Thesis is submitted in partial fulfilment for the degree of Master of Architecture (Professional) to the Faculty of Engineering and the Built Environment, School of Architecture and Planning, at the University of the Witwatersrand, Johannesburg, 2017 / This research report is to investigate the physical realm of online content creation as well as the effects content creation and social media has in a South African context. The objective of this research report is to identify the areas in which Architecture can better support the new generation of online content developers. With the fast paced development of the Internet and digital technology, Architecture needs to form new ideologies, typologies and tectonics in order to stay relevant. A space that’s is the pivoting point between two worlds: online and offline. The result of this study is to create a new typology to fit within the Internet industry within South Africa and to be able to leapfrog the country and it’s specific design site in Braamfontein, Johannesburg, into the Internet territory. A space is needed that will be the intersection of the physical and the online world, a space that becomes a connection node with a presence in both worlds. The Content Creator Hub, which is an architectural space that not only facilitates the creation of online content but also the sharing of skills, collaborative efforts, exposure to business practises, business people and business opportunities, access to tools and equipment as well as access to a conducive space. The formation of an actual place where a new form of creative artists exist and are able to create, learn, share, connect, collaborate and help innovate. Furthermore, there is an opportunity to take the philosophical ideas and approaches of The Content Creator Hub to implement them into an urban scheme and in a Southern African context. Architecture plays an important role not only by generating content but also by accelerating the action. / MT2017

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 / Despite the continued popularity of social media (SM) platforms globally, limited research on their challenges and opportunities has been done in the South African (SA) petroleum industry context. A semi-automated qualitative study was conducted with the objective of gathering data from the five largest petroleum companies in SA through semi-structured interviews using a purposive sample to ascertain these challenges and opportunities. The data were gathered; pre-tested, transcribed, and then analysed using NVivo 11 software. The research findings of this study show that the key challenges marketing practitioners encounter in SA include the lack of leadership buy-in as well as the absence of risk of mitigation plans when participating on the dialogue medium. The key opportunities include real-time customer engagement, ease of market development, data access, data mining, and wider customer reach. Based on the findings, a framework for implementing SM strategies in the SA petroleum industry context is proposed to help marketers in mitigating the failure risk of SM campaigns contributing positively to their bottom line. Recommendations obtained from participants include implementation of processes and procedures for customer engagement through social media, exploitation of strategy partners who are already active in social media, and the development of content strategies. Limitations are highlighted and future research areas that can be used by the petroleum industry and contribute to the body of knowledge are recommended. Key words: Integrated marketing communication, petroleum, promotional mix, social media, South Africa. / GR2018

MCom (Marketing) in the School of Economic and Business Sciences at the University of the Witwatersrand, Johannesburg / With the increasing development of new technologies, organisations are encouraged to integrate these new technologies into their business model in order to be competitive and respond to consumers’ quick adaptation. Today, consumers drive organisations’ strategies across most industries including electronics. The electronic sector is a fast-paced industry and has been steadily growing in South Africa. Businesses need to consider the consumer voice in order to be successful and take into account that consumers are more influenced by their peers rather than a business advertising campaign. The internet has facilitated the communication between businesses and consumers who are using the internet more and more as a tool to seek information about a product or share information about a brand or a product; thus creating content. Therefore, businesses are no longer the sole content generators online. The aim of this study is to explain the importance of user-generated content in making sales and creating long lasting relationships with consumers. In addition, this study will highlight the factors that will enhance the positive attitude of internet users toward the use of user-generated content (UGC). For the purpose of this study, six variables were identified. Subjective norm, information quality and source credibility are the predictor variables of the study. Attitude towards UGC use, followed by brand trust, are both mediator variables and, finally, purchase intention is the depend variable in this study. The nature of the survey was quantitative research and the survey was administered to 400 individuals. Both self-administered and online surveys were distributed to women and men from 18 years to 55 years and older. Findings reveal that there is a positive relationship between the use of UGC, brand trust and purchase intention. However, it was also found that subjective norms, information quality and sour credibility were affecting the use of UGC for decision making. To improve the relationships amongst the different variables, the study suggests few recommendations that marketers need to apply for the benefit of the brand and the satisfaction of the consumers. Main recommendation is firstly that marketers get to know online audience and learn to engage consumers as well as find an opinion leader or influencers to endorse the brand. This will contribute to improving quality of the information, drive individuals to share information with each other and increase the perceived credibility of the source. Secondly, the firm platforms such as the website and social media pages need to be up to date, regularly assessed, measured and promoted through different tools in order to build brand trust and lead eventually to purchase intention. Overall, this study will assist marketers in understanding the factors leading to brand trust and purchase intention through the influence of UGC and the factors affecting it. / MT2017

M. Tech. Textile Design and Technology / Outside the classroom, students constantly interact with technologies such as smartphones, iPods the Internet and social networking sites this study has identified that these technologies can support learning both in and outside of the classroom. Through the use of a case study, 95 visual media students at Tshwane University of Technology (TUT) were approached. Three paper-based questions were administered to establish the following: What type of access do students have to different types of technologies outside of class? What number of students engage with social media for personal use? What types of educational technologies are lecturers currently using inside and outside their classrooms? This study found that visual media students at TUT are active social media users. They are enthusiastic towards efforts of integrating smartphones and social media as teaching tools for learning. Visual media students are competent at using digital editing, imaging and electronic presentation software, but lack the skills and knowledge to use online collaboration and journaling tools. Lastly, at TUT course related communication is still mainly face-to-face due to that fact that infrastructure upgrades such as in-class Wi-Fi networks are needed. IV 21st century education recognises that learning takes place in various settings (physical and virtual) and not just in the classroom. In a rapidly globalised society, smartphones and social media as teaching tools for visual media students at TUT may possibly offer an affordable and accessible medium to equip students to be able to make local and global connections.

Dissertation submitted in partial fulfilment of the requirements for the degree Master of Technology: Public Relations Management in the Faculty of Informatics and Design at the Cape Peninsula University of Technology 2013 / This study sought to understand how Non-Governmental Organisations (NGOs) in the Western Cape use social media to communicate with their stakeholders (from a dialogic, interactive and relational perspective). The secondary objective of the study was to explore how social media are being integrated into organisations‟ stakeholder relations management strategies in order to nurture and sustain relations. The literature review explores the relationship between social media and public relations as well as stakeholder relationship approach. The theoretical frame of the study is derived from Grunig and Hunt‟s (1984) two-way symmetrical model and Freire‟s (1970) dialogical communication. This is predominantly a qualitative study employing a two-stage design consisting of in-depth interviews and qualitative content analysis. The findings of the research revealed that the sampled NGOs are using social media in different ways to build and sustain stakeholder relations. NGOs are communicating dialogically and in a two-way manner with their stakeholders. They are using social media to pursue their strategic goals which centre on the creation of public value. The study also revealed that NGOs have integrated social media into their communication strategies. Social media platforms present an immediate and real-time contact point for NGOs and other social media users. They are used to communicate, nurture and sustain stakeholders' relations. It is also clear that social media are allowing stakeholders to connect online (establishing relationships). This creates dialogue online between NGOs and their stakeholders. The study proposes a working model of integrating social media within the ambit of NGOs communication strategies. The findings of this research show that social media channels are useful tools, however, a higher level of intelligent creator-generated input is needed to stimulate and steer conversations about desired topics, as well as monitor any user-generated content and comments. In terms of recommendations, this study argues that for social media to work there is need for integration of the management of online conversations and strategic communication

Submitted in fulfillment of the requirements for the degree: Master of Management Sciences: Marketing, Department of Marketing and Retail Management, Durban University of Technology, Durban, South Africa, 2016. / Social media is increasingly playing an important role in promoting tourism. The SAT Strategy (2013: 12) suggests that the opportunities in the tourism industry are so numerous but are not yet fully exploited where more marketing is needed to create more awareness. Leung, Law, Hoof, and Huhalis (2013: 5) add that travellers have widely adopted social media in order to search for information, organise, share and annotate their experiences and stories through micro blogs and blogs, online communities, media sharing sites, and other tools collaboratively. Tourism marketers are also considerably using social media to engage with actual and potential tourists throughout the decision making journey (Hudson and Thal 2013: 157). According to Hanekom (2015: 1) tourism is regarded as a critical component on the National Development Plan of South Africa because of its capacity to spur growth across the wider economy and create jobs. There is a need for ongoing efforts to promote the tourism industry for it to remain competitive and continue contributing to the welfare of the people. The aim of this study is to determine the influence of social media in promoting tourism business activities in Durban, South Africa. The primary objective of the research is to examine the value of social media in promoting tourism in Durban. Durban is regarded as the leading tourism destination in South Africa and is globally marketed by an official marketing unit known as Durban Tourism-a part of the eThekwini Municipality (Durban Tourism 2012.4). The study followed a quantitative research method in order to attain the set objectives of the study. Non-probability sampling technique was employed in recruiting the participants. Convenience and purposive sampling techniques were used to generate the sample population in this study. The target population for the study were all the tourists that visited the Durban tourist destinations. The researcher managed to secure a 90% response rate as 272 questionnaires out of 300 were collected. A structured self-administered questionnaire with 42 questions was used in the survey that was conducted to obtain primary data. The study used both descriptive and inferential statistics. Statistical Package for Social Scientists (SPSS) version 23.0 was used to analyse the data. The results suggest that social media is of strategic importance in promoting tourism in Durban. Theorists in the literature review highlight that the influence of social media is more pervasive and compelling than conventional mass media because of its ability to influence a larger number of people, the ability to deliver rich information, and the minimal effort required from individuals to make influence attempts (Guo (2014: 3). The majority of tourists indicated that they are active on social media platforms of which, WhatsApp and Facebook had the highest numbers of users. The study also revealed that social media is not an optional extra in the tourism industry and suggests that, tourism companies, like any other company, must participate on Twitter, Facebook, MySpace, and other social media sites in order to succeed in today’s highly competitive business environment (Kaplan and Haenlein 2010:62). The study recommended that tourism authorities must encourage South Africans to visit their own country, adopt and integrate new social media applications, use social media to create awareness of the positive transformations that have taken place in the city, and offer more secure online holiday-purchase provisions. The study recommends further research to be undertaken on the influence of specific social media sites to allow more understanding and use of appropriate social media platforms by marketing practitioners. / M

The influence of the Internet and Computer Mediated Communication (CMC) on the ways in which individuals with different personality traits present themselves, has been brought into question increasingly as modern life requires more and more of an enmeshment with technology in everyday life. The presentation of the self on Facebook has been the focus of recent research, delivering results that vary and sometimes contradict common ideas of the effects of individuals’ interaction via technology, especially in terms of how personality traits, as determined by the Five-factor model, impact self-presentation. A systematic review of the available literature was conducted, in order to bring about a consolidated description of the literature on the impact of personality traits on Facebook self-presentation. From 37 studies, the review found the motivation for Facebook use to be a mediating factor in the relationship between personality traits. Each personality trait in the Five-factor model impacts upon Facebook use, self-generated content, other-generated content, and the nature of the individual’s self-disclosure in varied ways. Due to visible cues on users’ profiles, some personality traits can be accurately detected by observers. The complexity and interrelatedness of variables involved in this relationship is highlighted by the findings of this review.