Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.

Since its inception, the internet ‒ and in particular Web 2.0 ‒ have been valorized as potentially revolutionary democratic spaces. Despite the emergence of concerns over the progressively neoliberal orientation and narcissistic effects of the internet, evidence of the radical democratic potential of this media has received considerable attention. This thesis is orientated around both an exploration of such evidence, and a consideration of its relevance for South Africa. In this regard, the thesis commences with an exploration of the neoliberal underpinnings of the internet and the growing translation of dominant neoliberal discourses into the online practices of mainstream liberal democratic politics. Focus then shifts toward the mounting influence of alternative radical democratic positions online, through an investigation of the virtual manifestations of deliberative, autonomous, and agonistic approaches to radical democracy. And following an examination of the online political practices of selected recent global social movements, the primacy of agonism in online expressions of radical democracy is advanced. In turn, resonances and dissonances between the online activity and practices of such global social movements, and the use of the internet and social media by well-known South African new social movements, are explored. Finally, this thesis concludes by recommending a fourfold new media approach through which the agonistic radical democratic potential of the internet can be realized more fully by the new social movements of South Africa.

Narcissism is increasingly being regarded as one of the biggest socio-cultural problems of the contemporary era. Indeed, recent studies by Baldwin and Stroman (2007) and Buffardi and Campbell (2008), among others, have advanced that new media technologies – in particular social networking websites – have significantly exacerbated the rise and spread of narcissism in contemporary society. Based on this premise, namely that social media provide the perfect platform for the promotion of self-infatuation, this research project will provide a critical analysis of the potential influence of social media in the development of a widespread narcissistic socio-cultural condition. In this regard, claims that increasingly consumerist, individualist and media-saturated societies are nurturing a culture of extreme narcissism, vanity and entitlement, will be examined in relation to an increase in the use of consumerorientated new media technologies. In particular, by examining the structural components of the popular social networking site, Facebook, this treatise will highlight the connection between the use of this form of new media and the engenderment of an acutely consumerist and narcissistic subjectivity – namely, commodity narcissism. That is, by examining the growth of narcissism from the 1940s through to the new millennium, the role of the media, and most recently new media technologies, in the promotion of commodity narcissism will be examined as factors of particular significance in the formation of contemporary subjectivity. In relation to this, the impact of commodity narcissism on the perpetuation and propagation of capitalist isolation, alienation and insecurity will be investigated with a view to exploring the potential impact of such narcissism on the efficacy of the democratic process. Finally, some remedial measures, which co-opt rather than negate such social media, will be proposed.

The purpose of this study was to provide professionals practising sports public relations in South Africa with insight into the use of social media platforms Facebook and Twitter. The secondary data from this study was drawn from the fields of communications, public relations, new media, social media, sport and marketing. South African Paralympic swimmers Kevin Paul and Shireen Sapiro were selected as the case studies and their Facebook and Twitter sites were analysed. The data was analysed leading up to, during and after the 2012 London Olympics and Paralympics. Content analysis using quantitative and qualitative data was utilized to conduct this study. During the period 27 July to 30 September 2012, the study was able to evaluate data by identifying the reach, frequency, interaction of the stakeholders and the positive or negative impact social media had on these athletes. The study established that there were correlations between the secondary and primary research that was undertaken. The findings revealed that social media platforms Facebook and Twitter can be useful tools to communicate with stakeholders. Social media can also create support for the athletes, create two-way interaction, create unity and enhance reputation. It was identified that social media could only be effective if it enticed stakeholders to engage with the brand and create two-way communication. Immediate feedback by responding to comments as soon as possible to build and maintain relationships with stakeholders is essential. This can be done through comprehensive planning, monitoring and proactively seeking ways to satisfy stakeholder needs.

A research report submitted to the Faculty of Humanities, University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Master of Art in International relations, 2017 / This research project investigates public opinions about South African mall robberies discussed on Twitter. Using the principles of discourse and multimodal analysis, it provides critical insights constructed from the represented narratives of select, proposed middle-class consumers illustrating distinct sentiments about malls, crime and shopping. Malls are empirical objects that have been trivialised as ordinary and mundane consumer sites, devoid of any sociological significance embedded within the daily practices of shopping. This paper makes the argument that when contested by criminal activity, malls become valuable sites for critical enquiry towards gaining a deeper understanding of what these shopping attitudes mean within a post-apartheid, South African consumer landscape. The central issue of crime threatening public safety at malls diverges into an array of thematic discussions, revealing distinct indoctrinations surrounding apartheid’s iniquitous system of racial and social engineering. This study’s principle argument makes the claim that anxieties concerning public safety are only the tip of the iceberg, and this serves as an entry point into a discourse contesting exclusive shopping rights above constitutional equality for all. The test tube of mall robberies mixes desirable pleasures and humanitarian moralities together and creates a volatile cocktail of conflicting, consumer aspirations. In short, the public discourse of mall crimes is about maintaining self-entitled spaces of exclusivity within a desperate socioeconomic climate. This study concludes with questions and considerations raised by these authors which could springboard into opportunities for future inquiry. / XL2018

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 Entrepreneurship and New Venture Creation, 2016 / This study was to identify the extent of Generation Y entrepreneurs’ social media usage in terms of weak-tie alliance maintenance and creation and also alliance creation. A sample group of entrepreneurs in the Johannesburg were chosen by using social media as a channel. By using the researcher’s social capital and also the different characteristics that are unique to these SNSs (social network sites), such as Twitter advertising, a sample group was created. A digital survey was distributed to the selected entrepreneurs by using an online platform. By using hypothesis testing and a multiple regression model, it was identified that entrepreneurs tend to favour maintaining weak-ties over creating weak-ties using SNSs, and alliance creation on SNSs does not seem too common, but it was highlighted that when entrepreneurs do create alliances, they tend to favour weakties that they have created on SNSs. The overall picture is that entrepreneurs have an inclination not to use SNSs to create weak-ties and alliances, this could come down to a number of factors such as trust and education, and there could also perhaps be no SNS that supports alliance creation to the extent that entrepreneurs need. / XL2018

A research report submitted to the Faculty of Commerce, Law and Management, University of Witwatersrand in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, Wits Business School, Johannesburg 2016 / The proliferation of social platforms in the digital and online space has given voice to millions of social media users and carved careers otherwise unheard of a few years ago, in the form of expert technology reviewers who enjoy mass online following and sponsorship from brands seeking to leverage millions of followers who log in daily. Social media has enabled access to information otherwise previously restricted to user guides and product manuals. Using the theory of planned behaviour, the study examines the effect that online consumer reviews have on product knowledge, social influence, trust, source credibility, brand image and purchase intent among urban South Africans falling in the Generation Y cohort. The methodology involved a self-administered online questionnaire adapted from past studies. A total of 255 questionnaires were collected from the identified sample. The study tested ten hypotheses using Structural Equation Modelling along with SPSS 22 software used for descriptive statistics and IBM Amos 22. Results indicate that all ten hypotheses have significant influence on purchase intent. All hypotheses displayed equally significant relationships per testing as findings revealed that online consumer reviews have a positive effect on product knowledge, trust, social influence, source credibility and brand image. Findings also revealed a significant relationship between product knowledge, trust, social influence, source credibility, brand image, and purchase intent. The study contributes to the literature and theoretical knowledge on online consumer reviews in the local South African context, and can be applied to similar developing markets. The theoretical implications in the study contributes to both limited, and existing research, literature, and knowledge on the effects that online consumer reviews have on the purchase intent of South African consumers. The study broadens knowledge in the ever growing influence of online consumer reviews and the significant theoretical contributions of the study will benefit academia and scholars. Managerial implications highlight that managers cannot afford to ignore the influence of online consumer reviews on intent to purchase, and that even though these reviews are not under the direct influence of organisations, marketers can indirectly influence these by ensuring quality products that meet both the brand and product promises. Recommendations, iii limitations of the study, and future research on the subject of online consumer reviews are also discussed. Keywords: Online consumer reviews, social influence, brand image, product knowledge, purchase intent, source credibility / GR2018

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 the field of Strategic Marketing Johannesburg, 2016 / South Africa has witnessed a decline in youth voter turnout. Consequently, political parties are integrating social media in their political marketing strategies in order to appeal to the youth voters. Notwithstanding the cumulative research that has been conducted on social media political marketing globally, there is dearth of such research in South Africa. Furthermore, no studies have explored the influence of social media political marketing on voter trust, loyalty and voting intention of the youth in the South African political context. This research intends to contribute to the increasing knowledge on the efficacy of social media political marketing by political parties in South Africa to engage with the youth and improve their election turn out. The two main research objectives the study seeks to achieve are to establish the influence of social media political marketing on voting intention, with voter trust and voter loyalty as mediators and to determine which mediator (voter trust or voter loyalty) has the strongest influence on the outcome variable (voting intention). Using a data set of 250 respondents, between the ages of 18 and 35 years, from Gauteng Province in South Africa, this study explores these relationships. The study outcome is that all five hypotheses are supported. The results denote that the relationship between social media political marketing and voter trust, social media political marketing and voter loyalty, voter trust and voter loyalty, voter trust and voting intention and voter loyalty and voting intention are all positive in a significant way. The research paper deliberates on the implications of the results from an academic, political party, legal and marketers’ perspective. In addition, directions for future research are suggested. / MT2016

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, Johannesburg, 2016 / This study was conducted with the aim of investigating the influence electronic word of mouth (e-WOM) engagement and brand image have on purchase intention. The study was based on understanding factors influencing football fans’ consumption behaviour in relation to sports, specifically football. The study involved different aspects, including the impact of social media and branding on consumer behaviour. The literature consulted assisted with conceptual model and hypotheses development, around which the study was centred. Data for this study was collected from 260 Orlando Pirates FC fans at the Sebokeng branch, where participants were all supporters of the football club which was the subject of the study. Data was collected through a self-administered survey. Using the SPSS 22 and AMOS 22 packages to analyses the data, all the hypotheses were confirmed at 99% confidence level. E-WOM proved to be the most influential factor on fans’ consumer behaviour towards purchase intention while engagement showed the least. The conclusion and recommendation section was informed by the results following the data analyses. Recommendations which emanated from the findings were split between marketing practitioners and academic researchers. Maintaining a positive brand perception proved to be beneficial for brands based on the outcomes of the study. The outcomes also proved that the participant ranked engagement on the club’s Facebook page as the lowest factor t influence their consumer behaviour. As there are few studies on fans’ consumption behaviour in the sports environment, let alone football in South Africa, it would be interesting to see more studies done in this field in future. / GR2018

A research report submitted to the Faculty of Humanities, University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Master of Arts in Journalism and Media Studies, April 2016 / Since 2007, Marie Claire South Africa (SA) — which is a glossy women’s magazine covering fashion and beauty trends, sex, relationships, body image, and celebrity news — has been running a special issue of the print magazine called the “Naked issue”. Each year celebrities pose naked in the special issue to raise awareness for a cause, and in doing so funds in aid of a particular organisation linked to the cause are raised. Marie Claire SA calls this awareness-raising initiative the “Naked Campaign”. For the 2015 Naked Campaign, the magazine had 35 celebrities pose in the nude to raise awareness about sexual violence, in aid of Blow the Whistle (BTW), an anti-rape initiative which supports women and children who are victims of abuse and rape. This research is a case study of Marie Claire SA’s March 2015 Naked Campaign edition, and focuses on the Twitter reactions to this edition. It asks: to what extent did the Twitter reactions to Marie Claire SA’s 2015 Naked Campaign show engagement on the issue of sexual violence and can the use of nudity to attract attention to a social issue result in the kind of engagement that can be said to drive the cause forward? Using content analysis, it examines the tweets generated by the hashtag #MCNaked in the first week of the naked issue going on sale. It categorises the tweets according to gender, comments on nudity, celebrities and sexual violence, as well as the tone of the tweets and the understanding therein of the campaign and cause. The research found that the majority (close to 70%) of the Twitter reactions were supportive of the campaign and the cause. Although over half of the comments focused on the celebrities, over 50% of tweets commented or focused on the issue of sexual violence, a positive outcome for the campaign. Despite the magazine catering mostly for female readers, there was an almost equal number of tweets by males and females, which meant men were also drawn to the discussion started by a media product followed mostly by women, another positive finding for the campaign. However, only a few of the tweets displayed more substantial engagement with the issue of sexual violence, through either sharing statistics or further information, or including anti-sexual violence statements in their tweets. The research suggests that, taken as a whole, the campaign can be considered as an example of social marketing, while also fulfilling the news values in terms of elements of surprise, personalities, power and marketability. / GR2017