Magister Artium (Psychology) - MA(Psych) / In April 2016 students from South African universities launched the #Endrapeculture movement to protest their universities’ institutional policies towards sexual assault on campus, which was seen as perpetuating a rape culture. Through the use of social media, students from across South Africa were able to provide instrumental information and mobilise support for the protests. This thesis focused on exploring the rape culture discourse that emerged from the online debates following the #Endrapeculture protests, as well as the potential of social media as an accessible and affordable pedagogical tool to address rape culture on campus. An exploratory qualitative design was used and this was framed within a postmodern feminist framework. To address the aims of the study two methods of data collection were utilised. All ethics principles were adhered to for both forms of data collection. Firstly, natural observation of comment threads of Facebook relating to the April 2016 #Endrapeculture protests was conducted. A total of 590 comments from 8 Facebook posts were collected and analysed using qualitative content analysis. The findings indicate that rape culture discourses were prominent within these comment threads with Perpetuating Victim-blaming emerging as the most significant theme followed by Rape or Rape Culture, Patriarchy, Race and Culture, Sexualisation and Bodily Autonomy, Trivialising Rape Culture and Role of Universities and Law Enforcement. The second part of the data collection involved conducting online, asynchronous focus groups using the Facebook secret chat group application. Participants for the SFFG were recruited on Facebook through a process of snowball sampling. A total of three SFFG were conducted with 16 participants. Thematic decomposition analysis was used to analyse the data. The findings revealed three main themes namely; Defining Rape Culture, Learning about Rape Culture and The Role of Social Media. Based on the observations from the comment threads and the findings from the SFFGs, it is argued that social media can be used as a pedagogical tool to address rape culture on campus in two ways. Firstly, it is beneficial on a macro level by using social media platforms to provide instrumental information about rape culture. Secondly, it can be utilised on a micro level by using applications like the SFFG to provide a safe space where students can engage in small-scale interactive discussions.

Non-equity Crowdfunding: Funding Success and Dynamics on Hithit Veronika Machová Abstract Non-equity crowdfunding, as an innovative way of financing new ideas, has been growing enormously over recent years. Crowdfunding projects are often characterized by a predetermined monetary goal and the length of the campaign. Furthermore, potential contributors can observe the level of funding provided by others, which suggests that details of previous contributions play an essential role in funding behavior. We obtain data from the Czech crowdfunding platform Hithit, which allow us to empirically analyze the determinants of success and the funding dynamics of crowdfunding projects. Outcomes from several probit regressions indicate that shorter campaigns and campaigns offering private rewards of lower value are more likely to be successful-but these results do not demonstrate causality. A short campaign signals confidence; this positive signaling effect outweighs the marketing- opportunities effect of a long campaign. Applying fixed effects model to panel data, we show that the amount of contributions is negatively associated with the level of funding already achieved, providing evidence of free-riding effect. However, the effect of past contributions is reversed in the final phase of the campaign as the risk of...

This paper complements theoretical and methodological considerations regarding social media in critical discourse studies as it addresses social media content policies as a key contextual element. Specifically, this paper argues that - and why - the exploration of content policies and their enforcement is indispensable when approaching social media platforms and social media data in particular from a critical perspective. A number of researchers have already begun to identify contextual elements that require particular attention when viewing social media and social media data through a CDS lens. However, social media sites' content policies, as pervasive contextual element, have not received adequate research attention yet. Drawing on Computer-Mediated Discourse Analysis (CMDA) and recent developments in Social Media CDS (SM-CDS), this paper first demonstrates the existing gap in research. Then, it contends that social media sites' content policies deserve more detailed attention in SM-CDS, argues why this is the case and elaborates on the different aspects of content policies and policy enforcement that require examination. After detailed theoretical discussion of this, empirical evidence to support this argument is presented in the form of a case study of Wikipedia and Wikipedia data.

Magister Artium (Sport, Recreation and Exercise Science) - MA(SRES) / Social networking sites are important communication tools used in different industries including the sports industry. Professional athletes, coaches, spectators, journalists, and broadcasters from nearly every sports code maintain a social media presence. The rapid growth in the use of social networks in sport and the challenging economic climate launched an urgent need for sport administration departments at universities to understand SNSs and how student spectators use these sites in the realm of university sport. This understanding serves as an attempt to enhance spectator attendance at university sports games through the use of SNSs by integrating these sites into marketing strategies. Sports spectators are key constituents of sports event attendance, however, little is known regarding whether a relationship exists between students’ activities on SNSs and their spectator behaviour. Subsequently, the purpose of this study was to examine and describe the relationship between the use of SNSs and student spectator behaviour in university sport by considering attendance, loyalty, trust, and commitment as determinants of behaviour. A quantitative methodological approach was adopted to collect data, using a cross-sectional research design. By applying a random sampling method, 540 full-time registered university students provided consent to participate in this study. An online survey was distributed to the entire student population, N=24000. All significance levels were set at p<0.05. Data were analyzed using the Statistical Package for Social Science (SPSS) V.25 software. Results showed statistical significance, p<0.00, for the relationship between the use of SNSs and student spectator behaviour during student spectator attendance of university sports games. No statistical significance was found in the relationship between the use of SNSs and student spectator behaviour before and after student spectator attendance of university sports games. These results suggest that greater investment should be placed in marketing through SNSs in order to develop, increase, and retain longstanding relationships of loyalty, trust, and commitment with student spectators in the fast-growing segment of social media and spectatorship.

Female influencers have during the last years reached great success on social media, they are popular and influential with a lot of followers who they have a close bond with. Therefore, they are frequently used as a third part of corporate marketing strategies. The content on social media have however been criticised for only presenting an edited and happy picture of life. Thereby, the purpose of this study was to analyse the five biggest influencers in Sweden and their self-representation concerning happiness on Instagram. More specifically to study how happiness is constructed discursively. The study was based on posts published during 2018 and was conducted through a discourse analysis inspired by Laclau and Mouffe, focusing on happiness as an empty signifier. The theoretical starting point of this essay was based on Ahmed´s (2010) argumentations about happiness, Gill´s (2007) understanding of postfeminism and Hochschild´s (2003) comprehension of feelings as a part of labour. The results showed that happiness was both expressed as a process and as a state of mind, where happiness either could be reached through change and improvement or by loving yourself just the way you are. The results also showed that happiness was used as a tool within their self-representation in order to market products and services. Furthermore, their relationships were constructed as an ideal for a happy life. Finally, setbacks and problems were expressed as an opportunity to grow and learn in order to experience greater happiness in the future.

A dissertation submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, Wits Business School to fulfilments of the requirements of a Master of Management by Research 30 March 2015 / Our understanding of the psychological construct of sense of community has been developing steadily, particularly since the publication of the seminal work by McMillan and Chavis (1986). Pertinent to this study, the sense of community construct has been applied to the virtual world, leading to the concept of sense of virtual community (SoVC), that is, a sense of community felt by members of a virtual community. This study synthesises the findings of the extant literature to build a multi-dimensional model of sense of community. Moving to a specific context, this study examines SoVC among members of cause-related virtual communities. Examples of such communities can be found in the Facebook communities that have developed around the various branches of the Red Cross and of World Vision. Among members of such communities, some level of support for the mediating cause organisation can be presumed to exist. This is referred to in this dissertation as Passion for the Cause (PFC). Empirical and theoretical work on the interaction between SoVC and PFC is lacking. This study investigates the extent to which SoVC and PFC are associated and seeks to bring clarity to the nature of the association. The research instrument was an online self-completion survey. The Facebook pages of South African cause organisations were used to invite community members to complete the survey. Respondents were participants in the Facebook-based communities of South African cause organisations (n = 67). The research instrument included a scale for SoVC (12 items) and a scale for PFC (6 items). An exploratory factor analysis was done to identify the latent factors of SoVC in this context. Adequate support was found for the conceptualisation of three factors of SoVC, namely, General Benefit, Friendship, and Helping. This was followed by a series of multiple regression analyses aimed at testing the relationships between PFC and SoVC and its factors. SoVC and PFC were found to be highly correlated. Furthermore, PFC was found to significantly predict SoVC. It was also found to predict the SoVC factor conceptualised as General Benefit. Finally, SoVC was found to predict PFC. Notably, PFC was found to be less able to predict SoVC than was SoVC able to predict PFC. Implications for the moderators of cause-related virtual communities are discussed. / MB2016

Submitted in Partial Fulfilment of Degree Master of Arts in Sociology In the Graduate School of Humanities School of Social Sciences Department of Sociology University of the Witwatersrand Johannesburg 2016. / The advent of new media, more specifically social media, has galvanized and radically revolutionized how religion is experienced, lived and expressed in (South) Africa. Social media has transmogrified the orthodox and normative modes of religious engagement and interaction. Day-to-day religious practices have become highly reliant on the (new) media. It is only logical therefore to foreground and locate the (new) media within the deeper inquiries relating to social phenomenon and social life. Social media has become the benchmark for understanding the transitions with regards to conceptualizing social phenomenon like Neo-Pentecostalism, which in recent times has taken the African continent by storm. This study explores how church performances and practices of controversial South African Neo-Pentecostal church End Time Disciples Ministries, led by notoriously shady and delinquent Prophet Penuel are represented on Facebook. The study is interested in analysing the online representations of church performance of this particular church. Moreover, the study committed at understanding how audiences (those who engage and interact on Facebook page) decode and interpret the messages and representational exhibitions disseminated through the church’s Facebook page. Through the employment of a rigorous Multimodal Critical Discourse Analysis (MCDA), both visual and lexical semiotic choices on the Facebook page were analysed in order to demystify discursive, ideological and investments of power. It must be lamented that the intersections between religion and new/social media have been marginally ignored within qualitative epistemic inquiries. This study provides a breath of fresh air in that regard. The current status quo enlightens us that social relations have become vehemently digitized. It is therefore relevant and expedient for digital platforms to be taken seriously within sociological intellectual inquests. Church performances are receiving great impetus and potency on new/social media domains but minimal scholastic investment has been channelled in that direction. The End Time Disciple Ministries Facebook page is a platform where the most salient and non-salient representational projects of violence, power, exploitation, manipulation, hegemony, patriarchy are exhibited for public broadcast and consumption. / MT2017

While most media-memory research focuses on particular cultural repository sites, memorials, traumatic events, media channels, or commemorative practices as objects of study to understand the construction of collective memory, this dissertation suggests it is our activity, participation, and interaction with digital content through multimodal platforms and social media applications that demonstrate how communities articulate shared memory in the new media landscape. This study examines the discursive interpretations of cultural heritage practitioners and participations from the Getty Research Institute, the Prelinger Archive and Library, and the Willamette Heritage Center to better understand how multimodal platforms are being used, how this use is changing the roles of the heritage practitioners and participants in the construction of meaning, and what types of multimodal memory practices are emerging. This research also underscores a reassessment of what constitutes heritage artifacts, authenticity, curatorial authority, and multimodal participation in digital cultural heritage. My methodological approach for this research takes a multilateral form of data collection, including in-depth interviewing, participant observations, and thematic analysis, informed by the theoretical frameworks of collective memory, remediation, and gatekeeping and unified by the social theories of art practice, social constructionism, symbolic interactionism, and actor-network theory. My primary recommendation from this research is that our digital practices of contributing, appropriating, repurposing, and sharing digital content represent new forms of memory practice in a multimodal context. I propose that these multimodal memory practices of interacting with digital content using different devices across different networks coalesce into platformed communities of memory, where communities are shaped and collective memory is shared by our interaction through social networks. I suggest that we need to think of social media output and metadata as being new forms of cultural heritage artifacts and legitimate social records. I also contend that metadata analysis presents new considerations and opportunities for studying the memory of digital content and institutional memory. It is my hope that these conclusions clarify our contemporary memory practices in the digital era so that we can better understand whose voices will be most prominent in the future articulation of how we remember the past.

Among college students in Ghana, the new media app WhatsApp has been widely adopted as a medium for both communication and sexual exploration. Drawing on a classical media effects theory Uses and Gratifications, this mixed method research is designed to investigate sexual practices staged on WhatsApp among college students in Ghana. This study surveyed 314 students, along with in-depth interviews with eight respondents from the African University College of Communications in Accra, Ghana, to investigate the practice of viewing and circulating sexually explicit materials on WhatsApp. Key findings from this study with the exception of impact of sexual content on both male and female college students, point to no statistically significant differences in sexual gratifications on WhatsApp. This thesis delineates the various forms of motivations regarding the use of WhatsApp as a sexual gratification platform.

The mediated closeness experienced by social media users is built on the ongoing accumulation of personal information by corporate owned social media platforms. Each user’s digital footprint becomes more intricate as this collection continues across their life’s procession, leaving something behind after they die. Social media platforms have become intimately insinuated into life and finally, into death. These haphazard archives were never created with death or grief in mind. But users die, and their friends and family use social media to grieve; death isn’t something a platform or its users can avoid. This thesis examines the ways that death and grief are experienced and how social media is facilitating and changing that process. The study approaches social media and death historically, discursively, and economically. It discusses the history of mediated death, the experience of grief over social media, and the political economy of the socially mediated dead.