This thesis explores the relationship between designer intent and consumer response. A novel approach to evaluate the degree of correspondence between designer intent and consumer perceptions has been proposed. The empirical results have shown the influence of consumers’ cultural backgrounds on the way they perceive semantic and symbolic product personalities (characteristics of a product and its owner, respectively), comparing British and Japanese consumer groups. Semantic product personalities are more likely to be universally perceived and more easily intentionally elicited from consumers than symbolic product personalities. The research project consists of a pilot study (Phases I) and an experiment (Phase II) in which mixed methods of interview and survey are employed. Phase I seeks to explore the in-depth understanding of a designer’s thoughts by interviews, and to develop and test newly elaborated consumer surveys termed Designer-driven semantic differentials and Consumer-driven adjective selection. The findings have been considered to construct an analytical framework, characterised by Agreement among consumer perceptions and Correspondence between designer intent and the consumer perceptions, for evaluation of designers’ elicitation of intended product personalities from consumers. Phase II conducts a statistical examination of the impact of cultural difference on consumer perceptions under experimental conditions. The perception of target and non-target consumer groups as categorised by nationality were gauged by Designer-driven semantic differentials and Personality selection, specifically perception of USB sticks designed by three different designers. The survey results are analysed by using descriptive statistics, one-way ANOVA and Chi-squared test within the analytical framework. Subsequently, the results from Phase I and II are extensively discussed based on a framework based on brand personality and Affect Control Theory, both of which may involve potential impact on the development of design research into product development with emotional attachment. The scene is set for future research opportunities based on the approach and findings of this study.

The study vacillates between the text, the reader and the author. Examining biography and such socio-cultural factors as marriage and cosmology, the reader is equipped with sufficient background which illuminates the ideology behind the text. The cosmological conceptions of the Northern Sotho shed some light on the poet's views on the child's first cry. These assumptions lay a foundation for the religious views expressed in his texts. The contradictions between African religion and Christianity help us comprehend the frustrations of secular and religious lives in our country. These also serve as linchpins towards understanding the pursuit of religious pluralism. The concept 'intertextuality' is explored. Cases of intratextuality and intertextuality which dispute the absolutist view in meaning composition highlight the interrelatedness of texts and how each relationship impacts on meaning. / African Languages / M.A. (African Languages)

The study vacillates between the text, the reader and the author. Examining biography and such socio-cultural factors as marriage and cosmology, the reader is equipped with sufficient background which illuminates the ideology behind the text. The cosmological conceptions of the Northern Sotho shed some light on the poet's views on the child's first cry. These assumptions lay a foundation for the religious views expressed in his texts. The contradictions between African religion and Christianity help us comprehend the frustrations of secular and religious lives in our country. These also serve as linchpins towards understanding the pursuit of religious pluralism. The concept 'intertextuality' is explored. Cases of intratextuality and intertextuality which dispute the absolutist view in meaning composition highlight the interrelatedness of texts and how each relationship impacts on meaning. / African Languages / M.A. (African Languages)

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MA (Sociology) / Department of Sociology / This study aims to investigate the socio-cultural influence towards the risky sexual behaviour of adolescents in eSikhaleni, in context of the prevalence of HIV/AIDS epidemic. The study will adapt a qualitative approach. It is an explanatory study goes beyond simple description to model empirically the phenomenon under study. The participants were drawn from two categories. The participants for the key informant interviews were selected purposively and they include community leaders, high schools principals and life orientation teachers. The adolescent’s learners were selected using a snowball sampling technique. Data was analysed thematically, matrices were created using to content thematic analysis. The responses were grouped thematically. Broad categories were then generated to differentiate and explain the thoughts expressed by the respondents. Invitations to participate on the study were sent to respondents by submitting informed consent electronically and in person. When participants completed the structured interview they were not required to reveal their personal or contact details. The findings of the study reveals that risky sexual behavior amongst adolescents learners is as a result of a number of factors which include the diminishing role of parenting, death of morality in society, poverty and deprivation just to name a few. The recommendations advanced speak to the need for government to have a multipronged strategy of resolving the problem.