This study responds to the following research question: How might rural school youth engage peers using social media in a participatory cultures framework to contribute to addressing gender-based violence in their community? This question is supported by the following secondary questions: How do rural school youth understand gender-based violence in their community. how might rural school youth use social media within a participatory cultures framework to engage peers in addressing GBV How can rural school youth engage with their peers via social media to facilitate youth agency in a participatory cultures framework This qualitative study is positioned in a critical paradigm and employs a visual participatory research methodology to contribute to addressing gender-based violence in the age of HIV and AIDS. The participants in this study are five learners (3 boys and 2 girls) with five of their peers (3 boys and 2 girls) from a secondary school in rural Vulindlela in KwaZulu-Natal, purposively selected from Grade 9 classes. Digital storytelling was employed as the main visual method of data generation to express the participants’ understanding of, and solutions to, genderbased violence. The stories were used by the participants to engage their peers around the topic via social media and to enable them to reflect on their own agency. The study draws on Jenkins’ theory of participatory cultures as a heoretical framework. Thematic analysis was applied to make meaning of the findings. The findings show that rural school youth understand gender-based violence (GBV) as a complex problem. Youthful learners are able to competently apply social media to address GBV and engage their peers through social media – hifting the power to participate as agents of change.The findings have implications for youth, the school, and the community. The youth are seen as knowledgeable actors who should inform intervention programmes aimed at social change. Social media can offer an engaging environment for peer learning and support. For digital participation, the youth need to acquire digital skills at school which could be integrated throughout the curriculum, drawing on participatory cultures. In the community, youth as knowledge producers are competent in leading, guiding, and instructing community members using social media spaces as more people have access to inexpensive digital technology that allows them to participate in community intervention programmes aimed at social change. I conclude by arguing that youth can express lived realties on GBV and solutions to GBV through visual methods such as digital storytelling. Their engagement on social media such as Facebook can be viewed as intervention by assuming agency through a guided process of solving community problems collaboratively with peers through the process of participatory cultures. This democratic process strengthens agency for community benefit and highlights a new youth and peer culture where youth circulate new and self-made content aimed at social action through their continuous reflection – a shift in power as the voices and actions of youth are acknowledged.

This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.

This thesis examines the political public relations campaign of the Democratic Alliance in the 2009 elections in order to explain the party’s performance in these elections. The research is premised on John Petrocik’s (1996) issue ownership theory. A number of quantitative and qualitative content analyses were conducted to provide answers to the main research questions. These involved: the party’s 286 media releases; party leader Helen Zille’s 2009 campaign speeches; and Zille’s Facebook platform. Results revealed that although the DA demonstrated extreme political resilience amidst fierce challenges in the 2009 elections, the party primarily campaigned on an anti-ANC ticket and a fair amount of negative advertising against the governing party to win itself votes. Not only did the party fail to “associate” itself with real issues affecting South African voters—especially the poor Black African majority which constitutes the largest voting bloc—it failed to pronounce itself clearly on other issues. Instead, the party attached itself to a multitude of shared issues, often “trespassing” on issues of common concern not necessarily “owned” by any one political party. This study also deduced that while Facebook facilitated public opinion on the DA in the 2009 elections, it still could not be regarded as a genuine public sphere in the South African context. / Communication Science / M.A. (Communication)

Thesis (M.Com. (Development Theory and Policy))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2016. / Many ICT projects continue to fail despite the use of established projects methods and techniques as the proper communication systems required for successful project outcomes have been lacking. It is generally believed that the adoption and diffusion of information and communication technologies (ICTs) makes a contribution to a nation‟s economic and sustainable development. The explosion of social media is changing the way we communicate and therefore the processes involving project management information systems. Research shows that as technology usage lags, so does per capita income, skills development and productivity. Despite much global literature that relates to the failure of ICT projects, what is absent from the literature is knowledge of the relative contribution of different factors to ICT project success in the South African context. This study sought to address this absence. From a review of the literature on social media tools and knowledge sharing and reuse, four propositions relating the use of social media and adoption of certain knowledge management practices to the success of ICT projects were generated about the likely impact of these variables on ICT project performance. The research study was conducted over twenty-month effort. Both qualitative and quantitative data were obtained. The qualitative study based on a grounded theory analysis of ICT professionals, derived propositions that were tested empirically. Bivariate correlation analysis, multiple linear regressions and multiple hierarchical regression analyses were applied. Results indicated that knowledge management adoption mediates the relationship between social media usage and ICT project cost performance. Additionally project type was found to play a moderating role in the relationship between knowledge management and project performance. Implications for practice and theory are discussed.

A research report submitted to the Faculty of Humanities, University of the Witwatersrand, Johannesburg, in fulfilment of the requirements for the degree of Master of Arts (Journalism and Media Studies), 2016 / This research report is an exploratory study into two regional commercial music stations (YFM and 947) and their use of Twitter as a tool to relate to, interact with and enable participation from their audiences. Of particular interest was why they are using it, what they are doing with it and how this affects the on-air content pre, during and post broadcast, if at all it does. [Abbreviated Abstract. Open document to view full version] / GR2017

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 / Word-of-mouth (WOM) has been seen to be one of the most powerful resources of transmitting information. Progression in Information technology and the rise of online social network sites have changed the way information is being conveyed. This phenomenon sways consumers as this effortlessly accessible information could significantly influence their consumption decision. The purpose of this paper is to investigate Social Media factors impacting purchase intention of mobile devices amongst Working Generation Y in South Africa. The target population for this study was defined those who are between ages of 24-35 years of age and are employed. This paper relies on a quantitative analysis of the results gathered through an online survey. Measurement of items have been adapted from existing scales found in the marketing literature. Researchers reviewed the items for validity and readability. A multiple regression model procedure and Structural Equation Model is applied to test the relationship between independent and dependent variables. The research model was tested using a sample of 250 people who are South Africa’s Working Generation Y consumers and are regular social network users. Based on the resulted yielded from this research paper, it is reasonable to argue that consumer engagement will affect eWOM which may influence consumer purchase intentions. The paper outlines ways to promote a brand effectively through online consumer communities’ also known as virtual communities, as well as general guidelines for website and forum moderators for facilitating such presentation in a manner useful to the members of their online communities. While there is a substantial research stream that examines the branding of consumer’s goods and an increasing literature on product brands, little is known about social media, brand image and purchase intention in the context of online communications. This paper therefore extends existing measurement of these variables. / XL2018

This research aims to provide a theory of enterprise social networking that generates and/or sustains a culture of employee engagement within a chosen South African private sector company. Based on an extensive review of interesting literature and the application of a grounded theory process in a chosen case, this research work provides a theory of enterprise social networking sustaining and growing employee engagement together with an explanatory theoretical framework that makes the theory more practical. Employee engagement is defined as “the harnessing of organisation member’s selves to their work roles; in engagement people employ and express themselves physically, cognitively, and emotionally during role performances.” This research regards employee engagement as a three part concept composed of a trait (personality/cognitive) aspect, a state (emotional) aspect, and a behavioural aspect. Research has shown that employee engagement has an unequivocal positive impact on business outcomes, such as profitability, business performance, employee retention and productivity. Employee engagement can be regarded as a culture if it is abundant within the organization’s employee population. Gatenby et al. (2009) propose that employee engagement is fostered by creating the desire and opportunity for employees to connect with colleagues, managers and the wider organisation. This standpoint is supported by Kular et al. (2008) who state that the “key drivers of employee engagement identified include communication, opportunities for employees to feed their views upward and thinking that their managers are committed to the organisation.” Further indicators of employee engagement include strong leadership (particularly in the form of servant leadership), accountability, a positive and open organisational culture, autonomy, and opportunities for development. One of the key facets of employee engagement is connection. A complementary definition of social media, an umbrella under which enterprise social networks fall, is that “(it) is more of a relationship channel, a connection channel. Each and every tweet, update, video, post, is a connection point to another human being. And it’s the other human being who will determine your worth to them.” Social media provides participants with access to a larger pool of resources and relationships than they would normally have access to. This enlarged relationship/resource pool is a result of expanding human and social capital enabled through social media tools. In order to produce a theory of enterprise social networking sustaining and growing a culture of employee engagement a rigorous grounded theory methodology coupled with a case study methodology was applied. The case study methodology was used to identify a suitable research site and interesting participants within the site while the grounded theory process was used to produce both qualitative and quantitative data sets in a suitability rigorous fashion. The corroborative data was then used to discover and define the emergent theory.

This thesis examines the political public relations campaign of the Democratic Alliance in the 2009 elections in order to explain the party’s performance in these elections. The research is premised on John Petrocik’s (1996) issue ownership theory. A number of quantitative and qualitative content analyses were conducted to provide answers to the main research questions. These involved: the party’s 286 media releases; party leader Helen Zille’s 2009 campaign speeches; and Zille’s Facebook platform. Results revealed that although the DA demonstrated extreme political resilience amidst fierce challenges in the 2009 elections, the party primarily campaigned on an anti-ANC ticket and a fair amount of negative advertising against the governing party to win itself votes. Not only did the party fail to “associate” itself with real issues affecting South African voters—especially the poor Black African majority which constitutes the largest voting bloc—it failed to pronounce itself clearly on other issues. Instead, the party attached itself to a multitude of shared issues, often “trespassing” on issues of common concern not necessarily “owned” by any one political party. This study also deduced that while Facebook facilitated public opinion on the DA in the 2009 elections, it still could not be regarded as a genuine public sphere in the South African context. / Communication Science / M.A. (Communication)

Thesis (PhD)--Stellenbosch University, 2015. / AFRIKAANSE OPSOMMING : Die vierkantkilometer-radioteleskoop SKA (―Square Kilometre Array‖) sal na verwagting die grootste teleskoop op aarde en die grootste wetenskapprojek in Afrika wees. Hierdie verhandeling konsentreer op hoe die SKA vanaf September 2011 tot Augustus 2012 in die Suid-Afrikaanse media uitgebeeld is. Dit handel oor die leemtes in die literatuur oor wetenskapkommunikasie, veral wat betref wetenskapkommunikasie in Afrikaverband. Deur uit massa- en wetenskapkommunikasieteorie te put, modelleer die studie kommunikasieprosesse en -uitsette met behulp van ‘n konseptuele raamwerk wat op die gedagte van die openbare sfeer berus. Die navorsing word in die besonder onderstut deur onderhoude met sleutelinformante en die ontleding van nuus- en sosiale media. Die wetenskapkommunikasie oor die SKA gedurende hierdie tydperk was stelselmatig gekenmerk deur ‘n hoë vlak van koördinasie tussen die aansporings, strategieë en strukture van alle hoofrolspelers oor die kommunikasiestelsel heen. Al die hoofrolspelers buite die media het die SKA op so ‘n manier in die openbare sfeer probeer uitbeeld dat dit openbare steun sou werf. Primêre hekwagterfunksies is aan die voorste SKA-organisasie- en openbaresektor-rolspelers toegewys, maar was verder afgewentel binne universiteite. Hekwagterfunksies in die media is hoofsaaklik deur nuuswaarde sowel as institusionele kultuur en organisatoriese kenmerke bepaal. Verhoudings tussen wetenskaplikes en joernaliste was oënskynlik oor die algemeen positief en gegrond op vertroue. Die beduidendste bron van inligting vir joernaliste was die SKA self, gevolg deur rolspelers in die openbare sektor. Tog is ander rolspelers, bepaald plaaslike belanghebbendes, gemarginaliseer. Die Afrikaanstalige media het veral onder plaaslike gemeenskappe ‘n belangrike rol gespeel en het meer dikwels as ander oor die SKA berig. Die sosiale media het die SKA merendeels op ‘n soortgelyke wyse as die nuusmedia hanteer, maar die struktuur van kommunikasie-uitsette is beïnvloed deur die kenmerkende eienskappe van sosiale media self, waaronder die virale verspreiding van boodskappe en hoër vlakke van vryewilsoptrede (―agency‖) deur individuele rolspelers. Tog was daar aanduidings van beduidende media-integrasie, in die sin dat groot Suid-Afrikaanse mediahuise die bron was van die meeste boodskappe in sowel die nuus- as sosiale media. / ENGLISH ABSTRACT : The Square Kilometre Array (SKA) radio telescope is set to become the largest telescope on Earth, and also the largest science project in Africa. This dissertation focuses on the manner in which the SKA was represented in the South African media from September 2011 to August 2012. This addresses gaps in the literature on science communication, particularly with respect to science communication in an African context. By drawing on mass communication theory and science communication theory, it models communication processes and outputs using a conceptual framework based on the notion of the public sphere. Empirically, the study is underpinned by key informant interviews and the analysis of news media and social media content. Systemically, the science communication of the SKA during this period was characterized by a high level of alignment of incentives, strategies, and structures across the main actors in the communication system. Main actors outside the media all aimed to position the SKA in the public sphere in a manner that would grow public support. Primary gatekeeping functions were positioned at the apex of the SKA organisation and public sector actors, but were more devolved within universities. Gatekeeping in the media was primarily driven by news value, as well as institutional culture and organisational attributes. Relationships between scientists and journalists were found to be generally positive and trust-based. The most significant source of information for journalists was the SKA itself, followed by public sector actors. However, other actors were marginalized, particularly local stakeholders. The Afrikaans language media played an important role, particularly among local communities, and published about the SKA relatively more often. The social media represented the SKA in a broadly similar manner to the news media, but the structure of communication outputs was influenced by the distinct attributes of the social media, including the viral propagation of messages and higher levels of agency by individual actors. However, there were indications of substantial media integration, in that major South African media corporations were the source of the majority of messages in both the news and social media. The tone of media outputs was largely neutral or positive, framing the SKA as a 'good news story‘. The overarching dominant frame for representing the SKA was the site allocation process, in which South Africa and Australia competed in a bid to host the telescope for the international SKA consortium. Science and technology aspects of the project constituted the second most common framing, within which the search for extra-terrestrial intelligence was the most commonly represented research question. Representations of technological aspects of the SKA were generally shallow, with most articles mentioning only one aspect of the project‘s technology. The SKA was also constructed as a symbol, representing an instance of African scientific and technological achievement, African participation in globalized science, and a refutation of Afro-pessimism. The impact of the SKA on the public imagination, and the public sphere, was thus clearly far wider and deeper than only its science and technology accomplishments and contributions.

The integration of social media records into enterprise content management systems is crucial to organisations as it enables them to have access to these records if they are required for evidential purposes. However, despite social media content being considered as official records in state-owned enterprises, they are often left unmanaged. The purpose of this study was to investigate the integration of social media content into the enterprise content management system at the South African Broadcast Corporation Limpopo provincial office in South Africa. The study utilised quantitative data collected through questionnaires distributed to SABC employees and employees at three radio stations in the Limpopo provincial office (Munghanalonene FM, Thobela FM and Phalaphala FM). The key results suggest that there were no policies or guidelines on the management of digital records that emanated from social media. It was discovered that the SABC’s Limpopo provincial office opened official accounts with various social media platforms such as SNSs, online content communities and podcasts to use for official matters; yet content generated through these platforms is neither managed nor preserved. It has been established that the responsibility of managing social media content is unconsciously assigned to the creators of the content as no official records management responsibilities were assigned. It is recommended that digital records emanating from the use of social media by the staff of the SABC Limpopo provincial office need to be treated and managed as official records, like all other paper-based records. In this regard, a policy for integration of social media content into enterprise content management is desirable. A further study on the development of a framework to integrate social media content into organisational records management is recommended. social media content, social media platform, enterprise content management, digital records, records, records management, online content communities, South African Broadcasting Authority. / Information Science / M.A.(Information Science)