This is an exploratory study conducted to assess the way in which social media could enhance the experience for audiences of the South African Broadcasting Corporation (SABC) television drama. This study focused on Facebook and Twitter since they are two of the top five social media networks that are popular in the country and which have the potential to offer television more mileage in terms of communicating with its audience and extending its reach. The guiding theory for this study was uses and gratifications theory. This theory was employed to assist in assessing the opportunities that exist for SABC television drama, as well as to assess the ways in which the audience believe social media could be helpful in interacting with SABC television drama. The results for this study are interesting in that the majority of respondents believed that having a hashtag on screen during a drama broadcast would help to increase interactivity with the programme, as it could help direct audiences to the correct interactive space for that programme and they would be able to share their ideas and comments on the drama directly with the producers, making feedback immediate. It was interesting to note that the respondents believed that they could interact with SABC television drama for information relating to the story. The findings suggest that SABC television drama needs to actively adopt social media in its programmes for maximum interaction. There is also the need for an understanding of how they Facebook and Twitter could be embedded in SABC drama. / Communication Science / M.A. (Communication Science)

We live in the era in which the internet is now available on the majority of mobile phones at a very cheaper rate. This advancement in technology has created a boom in the use of mobile phone social networking as a primary communication tool - not only for individuals but also commonly used by professionals in most fields. The trends and growing usage of social networking via mobile phone indicate a potentially effective new platform for increasing production especially in agricultural sectors. In this age of information technology, farming communities can be empowered with the latest information and knowledge through mobile phone social networking to enhance agricultural development. The study investigates the use of mobile phone social networking as an extension tool in small-scale (emerging) farmers in selected farming communities in the Cacadu District Municipality of the Eastern Cape of South Africa. Specifically, the study investigates the use of available mobile phone social networks; what they are used for; and the importance and benefits of social networking both generally and to the farming communities. The study further identifies problems inhibiting the use of mobile phone social networking. Other channels through which the small-scale (emerging) farmers acquire agricultural information, aside from via mobile phone, and the type of agricultural information these farmers acquire, are also investigated. This study focuses on the use - and not the testing or adoption of - mobile phone social networking in small-scale (emerging) agriculture. In the exercise to investigate the use of social networking apps via mobile phone, data was collected from 40 small-scale (emerging) farmers using a purposive sampling method. This study used a survey design, exploratory and descriptive research methodologies. Data was captured by administering a questionnaire through personal face-to-face interviews. Descriptive statistics such as simple frequency tables, percentages and bar graphs were used. From the Chi-square testing, it was found that agricultural knowledge levels, internet access and size of production farm land influence the use of social networking by the small-scale (emerging) farmers. However, the result of this study showed that gender, age, other income and educational level of the small-scale (emerging) farmers are not statistically significant determinants of social networking use. Cronbach’s alpha coefficient was found to be 0.95. To establish the strength of associations of the variables, Cramer’s V ranging between 0.04 and 0.9 (signifying relationships from negligible to very strong association) was used. The findings showed that different social networks are used by the farming communities, such as WhatsApp, Facebook, and Blackberry messenger, MXit, Twitter and YouTube. The various uses of these social networks by the farmers are discussed. The benefits and problems inhibiting their use are also outlined. Other sources of acquiring agricultural information by the farmers aside from social networking via mobile phone are examined. The result of the study shows that [agricultural extension officers, other farmers, farmers’ discussion groups, friends and family,] are major sources of agricultural information to the small-scale (emerging) farmers while other sources are television, radio, print media and result demonstrations. The study suggests that to enhance mobile phone social networking to ensure that timely and effective agricultural information is readily accessible to the small-scale (emerging) farmers. These include agricultural extension officers making optimal use of social networking via mobile phone, due to the strong interaction and trust between them and the farmers. This interaction can be instrumental in the effective use of this technology as a resourceful medium for accessing agricultural information to enhance productivity. Proper awareness and understanding of the potential and benefits of mobile social networking by the farmers will motivate the small-scale (emerging) farmers to use the technology for effective agricultural purposes. Also, ensuring the availability of agricultural information to small-scale (emerging) farmers by setting up on-line pages or websites to discuss matters of interest and educate and update farmers on agricultural issues should be encouraged. This may attract the younger generation and the youth to participate fully in agricultural activities - thereby enhancing agricultural development.

This research provides insight into the use of social networks and social media by students at the Nelson Mandela Metropolitan University. The primary purpose of this research is to investigate student social media practices at NMMU to establish the reasons for students engaging in social media. A growing number of educators acknowledge the potential of social networking to (re)engage learners with their studies, while others fear that such practices compromise and disrupt student engagement with traditional education provision (Selwyn, 2009). This study, therefore, aims to identify how and for what reasons students use social networks and social media. This study attempts to provide answers to the following research questions: For which social networking sites do students register and actively engage in? What is the most popular social networking site for students? How often do students engage in social media practices? What is the main purpose for students engaging in social media practices? How do students gain access to social media? For what educational purposes can social media be used? For which business purposes can social media be used? Do students use social media to collaborate with peers and lecturers? Do students use social media to make buying decisions? The literature overview was conducted on social media and social networks from journals and books published between the periods 2003 to 2011 as the popularity of social media came to the forefront during this period. Topics researched included social networks and libraries, educational and business uses of social networking and social media. A quantitative study was considered to be most appropriate to conduct the research for this study; and non-probability sampling was the most appropriate given the size of the population and the nature of this research. xiv Students were invited to participate in the research by completing and submitting a survey questionnaire at the conclusion of their lectures in the second semester during the month of September. The data collected was then analysed using descriptive and inferential statistics to provide insight into student use of social media. The results would determine if relationships exist between the independent variables from the questionnaire, namely, age, gender, campus and course enrolment and the dependent factors, namely, usage, information exchange and security. This relationship would be determined for both the perceptions of social networking in general and the perceptions of NMMU social networking. These results are then used to identify further areas of research in the future. The majority of the population sample was between the ages of 17 and 21 and primarily females. The sample typically became aware of social media by means of word-of-mouth and accesses their social networking site/s more than five times a day. The main reason for registering and joining social networking sites was for social purposes. Furthermore, the sample used social networking sites for entertainment, social involvement, meeting new friends and maintaining relationships. The sample agreed that social networking makes information searching easier. The majority of the sample indicated that they were not registered on any NMMU Social Networking sites of the university or any faculty, department or unit social networking sites at the NMMU. However, it was clear that the majority of students was registered on social networking sites of some sort and would continue to use social networking and social media. The results from the study indicated that the mean value for the perceptions of social media in general were greater than that of the perceptions of NMMU social media in terms of usage. Likewise, the mean value for the perceptions of social networking in general was also greater than that of the perceptions of NMMU Social Networking for information exchange but the difference were very small. However, the mean value for the perceptions of NMMU Social Networking showed a greater mean value than that of the perceptions of social networking in general in terms of security. This means that respondents used social networking in general more than NMMU Social Networking. xv However, the respondents perceived NMMU Social Networking sites to be more secure than social networking sites in general. The results of this study could provide Higher Education Institutions in South Africa with the impetus to use social networks and social media to enhance students‟ learning experiences.

The Internet has shifted from the Web 1.0 era to the Web 2.0 era. In the contemporary era of web 2.0, the Internet is being used to build and reflect social relationships among people who share similar interests and activities. This is done through services such as Social Networking Sites (Facebook, Twitter etc.) and the web blogs. Currently, there is a very high usage of Social Networking Sites (SNSs) and blogs where people share their views, opinions, and thoughts. This leads to the production of a lot of data by people who post such content on SNSs. As a result, SNSs and blogs become the ideal platforms for opinion monitoring and the trend analysis. These SNSs and Blogs could be used by service providers for tracking what the public thinks or requires. The reason being, having such knowledge can help in decision making and future planning. If service providers can keep track of such views, opinions or thoughts with regard to the services they provide, they can better their understanding about the public or clients’ needs and improve the provision of relevant services. This research project presents a system prototype for performing opinion monitoring and trend analysis on Facebook. The proposed system crawl Facebook, indexes the data and provides user interface (UI) where end users can search and see the trending of a topics of their choice. The system prototype could also be used to check the trending topics without having to search. The main objective of this research project was to develop a framework that will contribute in improving the way government officials, companies or any service providers and normal citizens communicate regarding services they provide. This research project is premised on the conceptualization that if the government officials, companies or any service providers can keep track of the citizen’s opinions, views and thoughts with regards to services they provide it can help improve the delivery of such services. This research and the implementation of the trend analysis tool is undertaken in the context of the Siyakhula Living Lab (SLL), an Information and Communication Technologies for Development (ICTD) intervention for Dwesa marginalized community.

Social media is an important part of the everyday lives of young and old alike. Consumers today turn to online sources more and more to help them make decisions. They ask for advice online on purchases they want to make and read extensive reviews that help them to make a purchase decision. With a broad literature review conducted, it was noted that in the past traditional media was mainly used by students as information sources in their decision-making process. The purpose of this study was to determine what role social media as an information source has in the decision making of students when selecting a university. Data was collected from University of South Africa students by means of an online questionnaire. The sample was selected using probability sampling in the form of simple random sampling. The results of this study indicated that students use social media as an information source to some extent when making a decision about a university. Social media was found to be a credible source of information albeit it only has a slight influence on their decision-making process. Students are present online and use social media mostly on their cell phones for entertainment purposes. Universities should take note of the role that social media plays in the lives of students. It can enable them to better market their institutions to potential students. / Business Management / MCOM (Business Management)

This dissertation examines the meanings that young adults give to their mobile phones in the township of Hooggenoeg in Grahamstown in the Eastern Cape. The research was predominantly conducted through individual interviews with nine young adults as well as two small gender-based focus groups. Participant observation as well as a close reading of the popular mobile website Outoilet also contributed to the study. Drawing on Silverstone, Hirsch and Morley’s (1992) work into the meanings attributed to the mobile phone through the domestication processes of appropriation, objectification, incorporation and conversion, the study argues for the heterogeneous roles defined for mobile phones as they are integrated into different cultural contexts. The term ‘raw phones’ in the thesis title refers to a particular cultural understanding of respectability in mainly working-class ‘coloured’¹ communities in South Africa, as described by Salo (2007) and Ross (2010), in which race, class and gender converge in the construction of the respectable person’s opposite – a lascivious, almost certainly female, dependent, black and primitive ‘raw’ Other. The study argues that in Hooggenoeg, the mobile phone becomes part of semantic processes that define both respectability and ‘rawness’ , thus helping to reproduce social relations in this community along lines of race, class and gender. A major focus of the study is the instant messaging application MXit, and how it assists in the social production of space, by helping to constitute both private and dispersed network spaces of virtual communication, in a setting where social life is otherwise very public, and social networks outside of cyberspace are densely contiguous and localised. In contrast, gossip mobile website Outoilet seems to intensify this contiguous experience of space. My findings contest generalised claims, predominantly from the developed world, which assert that the mobile phone promotes mobility and an individualised society, and show that in particular contexts it may in fact promote immobility and create a collective sociability.

Text in English with abstracts in English, Afrikaans and isiZulu / Propelled by increased competition with the private sector and other similar organisations, the non-profit sector increasingly faces challenges to create meaningful interactions with stakeholders which, among other benefits, allow for differentiation and the creation of favourable and lasting impressions of the corporate brand. The main research aim of this study was to propose possible elements for a conceptual framework for the integration of non-profit organisations’ social media brand communication. The point of departure was that the achievement of a favourable corporate brand in the non-profit sector could, inter alia, be realised by following an integrated communication approach when utilising social media to communicate with stakeholders. The study is different from prior studies because of its specific interdisciplinary focus on the corporate brand, social media and integrated communication (IC), and the fact that it is merged into one study. The research into the main contribution of the study was based on a thorough literature review focusing on the following objectives: to explore corporate branding and social media; and to describe elements that could constitute an integrated approach to social media brand communication. During the investigation into the topic, the social media focus of the study was framed on the basis of classical theoretical views, and the theory of and perspectives on human action, symbolic interaction and social presence. The absence of a single set of theoretical assumptions of social media necessitated an inductive reasoning process based on identified key elements of social media. Subsequent to the literature review, the empirical research gathered invaluable insights from communication professionals in South African non-profit organisations, and who are responsible for communication by means of social media. Finally, and following the measurement of the proposed elements, the objective of proposing possible elements for the integration of social media brand communication and presenting it in a conceptual framework was achieved. The conceptual framework was based on three foundational principles, namely a corporate brand focus and a philosophy of communication integration, underpinned by social media. The proposed conceptual framework should provide new insights into and contribute to the existing body of knowledge on organisational communication. / Toenemende mededinging in die privaatsektor en tussen ander soortgelyke organisasies, rig ‘n grotewordende uitdaging aan die niewinsgerigte sektor om betekenisvolle wisselwerking met belangegroepe te bewerkstellig, iets wat dit onder andere moontlik maak om te differensieer en om gunstige en blywende indrukke van die korporatiewe handelsmerk te skep. Die belangrikste navorsingsoogmerk van hierdie studie was om moontlike elemente aan die hand te doen vir ʼn konsepsuele raamwerk vir die integrasie van niewinsgerigte organisasies se kommunikasie in sosiale media. Die vertrekpunt was dat ʼn gunstige korporatiewe handelsmerk in die niewinsgerigte sektor onder andere gerealiseer kan word deur middel van ʼn geïntegreerde kommunikasiebenadering wanneer sosiale media gebruik word om met belanghebbendes te kommunikeer. Die studie verskil van vorige studies weens die spesifieke interdissiplinêre fokus op die korporatiewe handelsmerk, sosiale media en geïntegreerde kommunikasie, asook die feit dat dit in een studie geïntegreer is. Die navorsing vir hierdie studie se belangrikste bydrae was gegrond op ʼn deurtastende literatuuroorsig, toegespits daarop om die gebruik van korporatiewe handelsmerke en sosiale media te verken; en om elemente wat ʼn geïntegreerde benadering tot handelsmerkkommunikasie in sosiale media sou kon daarstel, te beskryf. Gedurende die ondersoek na die tema het die studie se sosialemediafokus gerus op klassieke teoretiese sienings en die teorie van en perspektiewe op menslike aksie, simboliese wisselwerking en sosiale teenwoordigheid. Die gebrek aan ʼn enkele stel teoretiese aannames van sosiale media het ʼn proses van induktiewe redenering, gegrond op geïdentifiseerde sleutelelemente van sosiale media, genoodsaak. Voortspruitend uit die literatuuroorsig het die empiriese navorsing uiters waardevolle insigte bekom van kommunikasiekundiges in Suid-Afrikaanse niewinsgerigte organisasies wat deur middel van sosiale media moet kommunikeer. Laastens en na afloop van die meting van die voorgestelde elemente is die oogmerk om moontlike elemente vir die integrasie van kommunikasie van ʼn handelsmerk in sosiale media en die aanbieding daarvan in ʼn konsepsuele raamwerk, bereik. Die konsepsuele raamwerk is op drie beginsels gegrond, naamlik ʼn fokus op die korporatiewe handelsmerk en ʼn filosofie van kommunikasieintegrasie, ondersteun deur sosiale media. Die voorgestelde konsepsuele raamwerk behoort nuwe insigte in en bydraes tot die bestaande kenniskorpus oor organisasiekommunikasie te bied. / Ngokugqugquzelwa ukwanda kokuncitisana kwemikhakha ezimele nezinye izinhlangano ezifanayo, umkhakha ongenzi inzuzo uyaqhubeka njalo nokubhekana nezinselelo zokwenza ukuthi ukuxhumana kahle nabanye ababambe iqhaza okuwukuthi, phakathi kokunye okungazuzwa, kuvumele ukwahlukaniswa kanye nokwakhiwa kwezimpawu zemifanekiso yenkampani ezikahle futhi eziyohlala isikhathi eside. Injongo enkulu yocwaningo lwalesi sifundo kwakuwukuhlongoza imikhakha engaseyenzeke yohlaka olungakapheleli lokuhlanganiswa kophawu lokuxhumana ezinkundleni zokuxhumana zezinhlangano ezingenzi inzuzo. Iphuzu elalisemqoka kwakuwukufeza umgomo wokuthi kwakhiwe uphawu olufanele lwenkampani emkhakheni ongayenzi inzuzo, phakathi kwezinye izinto, ufezeke ngokulandela indlela edidiyelwe yezokuxhumana uma kusetshenziswa izinkundla zokuxhumana ukuxoxisana nababambe iqhaza. Lesi sifundo sihlukile kwezinye esezike zenziwa ngaphambilini ngenxa yokuthi sigxile ngokukhethekile ekusetshenzisweni kophawu lwenkampani, izinkundla zokuxhumana kanye nezindlela zokuxhumana ezididiyelwe, i-integrated communication (i-IC), kanye nephuzu lokuthi kudidiyelwe kwaba ucwaningo olulodwa. Lolu cwaningo kulokho okusemqoka okuwumthelela walesi sifundo lwalugxile kakhulu ekubuyekezweni okujulile kwemibhalo kubhekwe kakhulu kulezi zinjongo ezilandelayo: ukuhlaziya uphawu lwenkampani nezinkundla zokuxhumana; nokuchaza amaphuzu angase akhombise indlela edidiyelwe ekuxhumaneni ngophawu lwezinkundla zokuxhumana. Ngesikhathi kuphenywa ngesihloko, ukugxila ezinkundleni zokuxhumana kulesi sifundo kwabalulwa esizindeni semibono yezinto ezingaphatheki, kanye nethiyori nemiqondo yokwenza komuntu, ukuxhumana ngezimpawu nokubakhona kwabantu basemphakathini. Ukungabibikho kweqoqo elilodwa lokucatshangelwa ngokwenzeka emiqondweni ngokwezinkundla zokuxhumana kwenza ukuthi kube nesidingo senqubo yokuqala ukucabanga ezinze emaphuzwini asemqoka ezinkundla zokuxhumana. Ukulandela ukubuyekezwa kwemibhalo, lolu cwaningo oluphethe ubufakazi obuphathekayo luqoqe ulwazi olusemqoka oluvela kosolwazi bezokuxhumana ezinhlanganweni ezingenzi nzuzo zaseNingizimu Afrika, futhi ezinomsebenzi wokuxhumana ngokusebenzisa izinkundla zokuxhumana. Ekugcineni, futhi ngokulandela izilinganiso zamaphuzu ahlongozwayo, yafezeka injongo yokuhlongoza okungase kube amaphuzu okudidiyela ukuxhumana ngokusebenzisa uphawu lwezinkundla zokuxhumana kanye nokuluveza njengohlaka lokusemqondweni. Uhlaka lokusemqondweni lwalugxile emigomeni eyisisekelo emithathu, okuwukugxila kuphawu lwenkampani nenzululwazi yokudidiyelwa kokuxhumana, nokusekelwe yizinkundla zokuxhumana. Uhlaka olusahlongozwa olungakapheleli kumele luhlinzeke ngemiqondo emisha futhi lube nomthelela esakhiweni solwazi esikhona ekuxhumaneni ngokwenhlangano. / Communication Science / D. Litt. et Phil. (Communication)

Social media is an important part of the everyday lives of young and old alike. Consumers today turn to online sources more and more to help them make decisions. They ask for advice online on purchases they want to make and read extensive reviews that help them to make a purchase decision. With a broad literature review conducted, it was noted that in the past traditional media was mainly used by students as information sources in their decision-making process. The purpose of this study was to determine what role social media as an information source has in the decision making of students when selecting a university. Data was collected from University of South Africa students by means of an online questionnaire. The sample was selected using probability sampling in the form of simple random sampling. The results of this study indicated that students use social media as an information source to some extent when making a decision about a university. Social media was found to be a credible source of information albeit it only has a slight influence on their decision-making process. Students are present online and use social media mostly on their cell phones for entertainment purposes. Universities should take note of the role that social media plays in the lives of students. It can enable them to better market their institutions to potential students. / Business Management / M. Com. (Business Management)