Titel: När mediabruset tar över- Hur en butik kan använda sig av gerillamarknadsföring Kurs: 2FE07E Examensarbete i företagsekonomi, Kandidatuppsats 15hp, VT2011 Författare: Rebecca Einarsson, Lejla Kurtovic och Izla Seffo Handledare: Martin Amsteus Examinator: Frederic Bill  Nyckelord: Gerillamarknadsföring, Generation Y, Målgruppsanalys, Attityder, Varumärke:företagsidentitet och företagsimage, Varumärkeskännedom. Syfte: Att skapa kunskap rörande hur en butik kan marknadsföra sig mot Generation Y med hjälp av gerillamarknadsföring.    Metod: Studien är av kvalitativ karaktär med ett induktivt angreppssätt. Det är även en fallstudie och primärdata samlades först in genom en djupgående intervju med fallföretaget, därefter utfördes en målgruppsanalys genom en fokusgrupp samt enkät.                                                                                                   Empiri: Det empiriska kapitlet påbörjas med en presentation av Rut m.fl. som följs av en intervju där målgruppen definierades till Generation Y. Utefter intervjun utformades en målgrupssanalys genom en fokusgrupp och enkät. Teori: De teorier som presenteras har härletts av det empiriska materialet och är relevant för de ämnen som tagits upp. Kapitlet behandlar målgruppsanalys, Generation Y, Varumärke:företagsidentitet och företagsimage,varumärkeskännedom samt gerillamarknadsföring. Avslutning: Studiens slutsatser är att gerillamarknadsföring är användbar då den är kostnadseffektiv, tilltalar Generation Y, ökar varumärkeskännedom och igenkänningsfaktorn samt kan skapa Buzz vilket kan leda till Word-of-mouth.                  Vidare forskning: Förslag till vidare forskning skulle kunna vara att studera ämnet mer ingående och skapa vetenskapligt material då gerillamarknadsföring är ett relativt outforskat område. Det skulle även vara intressant att mäta responsen till gerillamarknadsföring, speciellt de förslag som resulterat från denna studie. / When the media noise is taking over – How a store can make use of Guerrilla marketing Authors: Rebecca Einarsson • Lejla Kurtovic • Izla Seffo Tutor: Martin Amsteus Examiner: Frederic Bill 2FE07E Bachelor thesis in Business administration • Marketing programme School of Business and Economics atLinneaus University in Växjö • Spring 2011 Keywords: Guerrilla marketing • Generation Y • Target audience analysis • Attitudes • Brand: corporate identity and corporate image • Brand recognition Traditional marketing has been caught in a vicious circle. People have limited attention and are also limited by money, which means that consumers cannot pay attention to all advertising or buy everything. As companies invest more money on advertising it results in even more messages for people to take in and then it may be difficult for the company to get through the "noise". The consumers also tend to build up defenses against these types of traditional messages and actively avoid it, which do not make it easier for today's marketers so therefore marketers must simply find new ways to catch their attention. The purpose of this thesis is to generate knowledge regarding how a store can advertise to Generation Y by means of Guerrilla marketing. The research undertakes a qualitative data collection. Primarily a case study was undertaken and primary data for the main study was collected through an in-depth interview with the case business, and thereafter through a focus group and a survey that were based on an target audience analysis in order to understand the target audience, which in this study is limited to Generation Y.  Secondary data was collected from academic literature, scientific articles, dissertations and webpages. The theories that are researched are derived from the topics that arose from the empirical data. The findings and conclusion of the study is that Guerrilla marketing is cost-efficient, more appealing to Generation Y, enables a dialogue with the customers, increases brand recognition and recognition factor in general, but mostly it can create Buzz which can turn into Word-of-mouth communication. Guerrilla marketing is a relatively unexplored field and suggestions for further research would be to study the subject more profoundly and to create more scientific material in general. It would also be of interest to measure the response to guerilla marketing and especially to test the Guerrilla marketing suggestions that have resulted from this study on Generation Y.

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Made available in DSpace on 2016-06-02T19:46:30Z (GMT). No. of bitstreams: 1 6266.pdf: 2450544 bytes, checksum: 6ecfc0b3fdb7bae2b7a1291400de1f05 (MD5) Previous issue date: 2014-02-25 / Financiadora de Estudos e Projetos / This study aimed to investigate the impact of family variables in the development cycle of a child PAEE over time. 45 fathers or mothers of special education target audience children participated in the survey, aged from one to ten years attending early stimulation, specialized education and / or the regular school services. Data collection took place at the place of parental preference or inside the institutions. To obtain the information, the participants were divided by age composing the following groups: G1 - parents of children from zero to three years old, G2 - parents of children from three to six years old and G3 - parents of children from six to ten years old. Participants responded to the following instruments: ( a) semi-structured interviews , ( b ) Resources and Stress Brief Questionnaire, ( c ) Questionnaire on the needs of families - QNF (d ) EC- Home Inventory , ( e) Scale of family empowerment , ( f ) Inventory of resources of the family environment ( RAF ) and ( g ) Social Support Questionnaire ( QSS ) . Data from each group were analyzed separately, for the interview data were used descriptive analyzes and for the standardized instruments data were estimated averages and standard deviations. To compare the data of the three groups was used the ANOVA test and to relate the family variables the Pearson correlation test was applied. The results demonstrated that parents from G1 showed higher levels of stress when compared with parents from G2 and G3 and G2 and G3 parents were more empowered than parents from G1. Higher the level of stress in families of the three groups, higher the needs in different levels, and higher levels of stress also undermined quality and quantity of stimulation offered. Relative to social support, the most mentioned people acting as supporters were the parents and the spouse and the G3 was the group that had the highest average number of people who offered support in different situations. Regarding qualitative data, the majority of parents reported that their children attended early stimulation services and highlighted the relevance of this assistance for the children development. It was also noted that parents had an intense interest in daily care routine and monitoring children in the specialized assistance. Only a few participants reported that other family members assisted in daily care, pointing that the majority only participate playing or cosseting the children. Finally, parents from G1, G2 and G3 groups showed responses that indicate the importance of support / specific support (emotional, informational) for themselves and for other family members. / Este estudo teve como objetivo investigar o impacto de variáveis familiares no ciclo de desenvolvimento de uma criança PAEE ao longo do tempo. Participaram da pesquisa 45 pais ou mães de crianças PAEE, na faixa etária de zero a dez anos de idade que frequentavam serviços de estimulação precoce, atendimento educacional especializado e/ou as escolas comuns. A coleta de dados aconteceu no local de preferência dos pais ou nas dependências das instituições. Para obtenção das informações, os participantes foram divididos por faixa etária compondo os seguintes grupos: G1- pais de crianças de zero a três anos, G2- pais de crianças de três a seis anos e G3- pais crianças de seis a dez anos. Os participantes responderam aos seguintes instrumentos: (a) roteiro de entrevista semiestruturada; (b) Questionário de recursos e estresse na forma resumida; (c) Questionário sobre as necessidades das famílias QNF; (d) Inventário EC-Home, (e) Escala de empoderamento familiar, (f) Inventário de recursos do ambiente familiar (RAF) e (g) Questionário de Suporte Social (QSS). Os dados de cada grupo foram analisados separadamente, sendo que para os dados das entrevistas foram realizadas análises descritivas e para os dados dos instrumentos padronizados foram calculadas médias e desvio padrão. Para comparar os dados dos três grupos foi utilizado o teste ANOVA e para relacionar as variáveis familiares foi aplicado o teste de correlação de Pearson. Os resultados demonstraram que os pais do G1 apresentaram maiores níveis de estresse, quando comparados com os pais do G2 e G3 e que os pais do G2 e do G3 mostraram-se mais empoderados que os pais do G1. Quanto maior o nível de estresse nas famílias dos três grupos, maiores as necessidades em diferentes níveis, e maiores níveis de estresse também prejudicavam qualidade e a quantidade da estimulação oferecida. Com relação ao suporte social, as pessoas mais mencionadas como oferecedoras de suporte foram os pais e o cônjuge e o G3 foi o grupo que apresentou maior média de pessoas que oferecia suporte nas diferentes situações. Quanto aos dados qualitativos, a maioria dos pais relatou que os seus filhos frequentavam serviços de estimulação precoce e ressaltaram a relevância destes atendimentos para o desenvolvimento dos filhos. Foi observado também que os genitores tinham uma intensa participação na rotina de cuidados diários e no acompanhamento deles nos atendimentos especializados. Apenas alguns participantes relataram que os outros membros da família auxiliavam nos cuidados diários, sendo que a maioria participa apenas brincando ou mimando as crianças. Por fim, os pais do G1, do G2 e do G3 apresentaram respostas que apontam para a importância de apoios/suportes específicos (emocional, de informação) para si e para outros membros da família.

Submitted by NILZA RENATA DE MEDEIROS null (nilzarmedeiros@ig.com.br) on 2016-09-12T21:01:12Z No. of bitstreams: 1 Medeiros, Nilza Renata de .pdf: 2502734 bytes, checksum: 7682ef79b5af88ba091c37597f2078d2 (MD5) / Approved for entry into archive by Felipe Augusto Arakaki (arakaki@reitoria.unesp.br) on 2016-09-14T19:55:24Z (GMT) No. of bitstreams: 1 medeiros_nr_dr_arafcl.pdf: 2502734 bytes, checksum: 7682ef79b5af88ba091c37597f2078d2 (MD5) / Made available in DSpace on 2016-09-14T19:55:24Z (GMT). No. of bitstreams: 1 medeiros_nr_dr_arafcl.pdf: 2502734 bytes, checksum: 7682ef79b5af88ba091c37597f2078d2 (MD5) Previous issue date: 2016-06-26 / O objetivo desta pesquisa foi analisar o percurso escolar de alunos identificados como público-alvo da educação especial do ensino fundamental e médio oriundos da rede municipal e estadual de uma cidade de porte médio do interior paulista, bem como verificar como estavam sendo conduzidas as políticas públicas de educação especial nessas duas redes. Tratou-se de uma pesquisa qualitativa realizando-se análise documental das fichas de Cadastro da Gestão Dinâmica da Administração Escolar - GDAE de 55 alunos público- alvo da educação especial - PAEE, advindos de uma pesquisa anterior, traçando-se um panorama da situação escolar dos mesmos nos anos de 2004 e 2014. Também lançou-se mão de entrevista semiestruturada por permitir uma conversa direta com a pesquisadora possibilitando-a intuir ideias sobre como esses alunos interpretam a sua trajetória de vida escolar. Fizeram parte deste estudo 8 alunos e os dados coletados nas entrevistas foram organizados nas seguintes categorias: serviços de apoio pedagógico especializado; professoras de educação especial; dificuldades escolares; relacionamentos com os colegas da escola; cotidiano fora da escola e perspectivas futuras. Os resultados mostraram que os alunos receberam serviços da educação especial na rede municipal durante todo o período que frequentaram o ensino fundamental nessa rede, o que não aconteceu no ensino médio. Avaliaram que os serviços de educação especial que receberam na rede municipal contribuíram em seus percursos escolares, rememorando das professoras de educação especial principalmente, no que diz respeito às suas aprendizagens de leitura e escrita e no acolhimento. Os resultados mostraram ainda que eles tiveram boas experiências de amizade com os colegas de escola e também se lembraram de episódios não agradáveis como zombaria de alguns colegas que percebiam as suas dificuldades. Falaram das reações e sentimentos que tiveram ao mudarem de escola devido à passagem do ensino fundamental para o médio e uns não gostaram por não ter mais os colegas de antes e tudo ser novo para eles e outros se sentiram surpresos ao encontrarem com colegas antigos que foram estudar nessa escola e se encontravam em série mais adiantada. Sobre seus cotidianos fora da escola, os resultados mostraram que possuem compromissos e responsabilidades de jovens que estão na adolescência e outros já entrando na vida adulta. Eles possuem sonhos e idealizam um futuro visando continuar os estudos e/ou terem um trabalho. Contaram suas perspectivas futuras com seriedade, alegria e entusiasmo. Esperamos que esta pesquisa contribua para aprofundar as reflexões acerca das políticas públicas de educação especial não somente no âmbito acadêmico científico, mas também na atuação dos profissionais que compõe as equipes de educação especial, bem como a importância de escutar os alunos e verificar o que eles têm a dizer sobre seus percursos escolares. / The goal of this research was to analyze the education path of students of primary and secondary school from the municipal and state networks identified as the target audience of Special Education in a medium size inland city from São Paulo State, as well as to verify the way special education public policies were conducted in both networks. It was a qualitative research based on document analysis of files from the Register of School Administration Dynamic Management (Cadastro da Gestão Dinâmica da Administração Escolar – GDAE). They referred to 55 students who belonged to the target audience of special education (PAEE) and had participated in a previous research, giving an overview of these students’ school situation in the years 2004 and 2014. We also used a semi-structured interview, allowing a direct conversation with the researcher and enabling her to intuit ideas about how these students interpret their school life trajectory. Eight students participated in the research. The data collected during the interviews was organized in the following categories: specialized pedagogical support services; special education teachers; school difficulties, relationships with classmates; daily life outside school and future perspectives. The results revealed that the students received special education services in the municipal network during the whole period they attended primary school in that network. The same did not happen in high school. According to their evaluation, the special education services they received in the municipal network contributed to their education path. Their memory of special education teachers regards mostly their reading and writing learning, as well as reception. Results also showed that they had good experiences of friendship with classmates. They also recalled unpleasant episodes of mockery from some colleagues who noticed their difficulties. They talked about reactions and feelings they experienced changing schools due to the transition from primary to secondary school. Some of them did not enjoy it, because they lost the usual colleagues and because everything was new to them. Others were surprised by meeting former colleagues who had gone to that school before them and were now in a more advanced class. Regarding their daily life outside school, results showed that they have appointments and responsibilities typical of teenagers and youngsters who are entering adulthood. They have dreams and idealize their future aiming at continuing their studies and/or having a job. They talked about their future perspective with seriousness, joy and enthusiasm. We hope this research may contribute to deepen the reflections on special education public policies, not only in the academic context but also regarding the performance of the professionals who integrate special education teams, as well as the importance to listen to the students and check what they have to say about their school path.

基於保障少數族群傳播權益的理念下，全球第一家客家電視台於2003年七月一日成立後，經一年半的歷程中，有需要了解到底哪樣的人在收看客家電視？本研究旨在利用收視率的分析，勾勒客家電視台核心觀眾輪廓並探其變化。 本研究的主要目的 （一）依據特定人口學變項,勾勒客家電視台核心觀眾的基本輪廓。 （二）分析客家電視台核心觀眾在六季、週間、假日收視行為變化。 （三）以戲劇、綜藝、新聞類核心節目中，針對觀眾收視行為分析。 研究結果發現 1.客家電視台在整體收視以及六季收視變化，呈現出一樣的核心觀眾輪廓：「男性50歲以上」，「小學或以下」、「退休或無業」、「桃竹苗地區」、「常說客語族群」。 2.客家電視台週間假日收視情形，男性收視略優於女性收視率，女性在週間晚間八點到十點間收視率為一天之最，週間假日以50歲以上為主要收視群，其次為35-49歲的觀眾。 3.週間假日觀眾教育程度幾乎落在小學以下有較高的收視率，其次是國/初中，「工作狀況」來區分觀眾收視率情形，以無業退休較居高，家庭主婦其次。 4. 週間假日觀眾收視差異：假日時段整體收視表現較週間高，平均假日收視率是週間兩倍。收視波段在週間呈現多段的收視高峰，而在假日則是明顯以早、中、晚三波段的收視高峰呈現。 5. 週間假日觀眾收視差異：假日早上高峰時段，皆較週間往後推移一個小時，週間晚間收視高峰可以持續到晚上11點，而假日收視高峰在9點以後急速下降。 6.在核心節目觀眾的性別輪廓，戲劇類的「油桐花之戀」節目，較受女性觀眾青睞，綜藝類「鬧熱打擂台」、新聞類節目「非常短評」的收視觀眾性別，男性高於女性收視率。 7.在核心節目觀眾的年齡輪廓，戲劇類的「油桐花之戀」有年輕化趨勢，35-49歲女性人口收視率具可塑性。綜藝節目「鬧熱打擂台」、新聞類節目「非常短評」觀眾的年齡落在50歲以上男性女性為主要觀眾。 8.在核心節目觀眾的教育程度，新聞類節目「非常短評」以大專以上人口收視為多，綜藝類「鬧熱打擂台」、戲劇節目「油桐花之戀」的觀眾以小學以下和國初中為主要收視群。 / In compliance with the ideal as to safeguard the broadcasting rights for the ethnic minorities in Taiwan, a Hakka TV station, the first of its kind in the world, was founded on July 1, 2003. Since its inception one and a half year ago, however, people know little about the majority of its audience and whether its programs have met the requirements of Hakka community. This study has, through analysis of rating and reception quality, come up with a profile of Hakka TV station’s core audience as well as its audience flow. Upon comparison with that of the target audience, the data has provided Hakka TV station a vaulable reference tool for improvement in its future program productions. This study has managed to : 1.Work out a profile of the core audience of Hakka TV station. 2.Define how the profile of core audience of Hakka TV station changes with viewing time (segments of the day, seasons of the year, etc.) Discussions on the difference between them and audience flow have also been held. 3.Analyze the profile of core audience of the most popular programs in each season. Explore their difference as well as audience flow. Analysis was done through discussion on varied theories, documents and academic works , supplemented by data and information gathered from Hakka TV station itself. The secondary analysis was based on rating surveys by some broadcaster groups and on reception quality surveys conducted by market survey companies in their hometowns. These survey shows that the core audience of Hakka TV station during the 1-1/2 year period following its establishment had a profile as follows: male over 50 years of age (54%); with primary educational level or lower (49%); retired or unemployed (36%); living in the counties of Taoyuan, Xinzhu and Miaoli (46%); ethnic group speaking Hakka dialect frequently (44%). The definition of audience ’ speaking Hakka dialect frequently’ can be interpreted as that Hakka dialect has been their mother tongue. In a sense, dialect the audience use is considered the most important contributory factor to the core audience of Hakka TV station.

В магистерской диссертации исследуются тексты песен Ивана Алексеева – лидера одной из популярных рок-рэп-групп. Целевая установка исследования, связанная с выявлением аксиологических и стилистических особенностей текстов песен И. Алексеева, последовательно реализуется во введении и двух основных главах. В первой главе проанализированы определения поэтического языка; изучены труды по стилистике и лингвоаксиологии; систематизированы опорные понятия лингвоаксиологии, позволяющие осмыслить авторскую стратегию, ориентированную на целевого коллективного адресата. Во второй главе выявлены векторы влияния текстов на целевую молодежную аудиторию; реализован опыт системно-смыслового анализа отдельного текста; отмечены эстетически и аксиологически значимые речевые единицы; описаны тропы и фигуры; сконструирован фрагмент аксиологического лексикона популярной группы; установлены аксиологические предпочтения автора, отстаивающего константы национальной культуры, отвергающего главенство утилитарных ценностей. / The master’s thesis explores the lyrics of Ivan Alekseev – the leader of one of the popular rock-rap groups. The study aims at identifying the axiological and stylistic features of I. Alekseev’s lyrics. This purpose is consistently realized in the introduction and two chapters. In the first chapter, the definitions of poetic language are analyzed; works on stylistics and linguoaxiology are studied; the basic concepts of linguoaxiology, allowing to understand the author’s strategy focused on the target audience, are systematized. In the second chapter, the vectors of the influence of texts on the target youth audience are identified; the systematic semantic text analysis is carried out; aesthetically and axiologically significant speech units are found out; figures of speech are described; a fragment of the axiological lexicon of the popular group is constructed. There are also distinguished the author’s axiological preferences: he defends the constants of national culture and rejects the primacy of utilitarian values.

Данный магистерский проект посвящен разработке серии романов «Неправильные попаданцы» в жанре фэнтези, публикуемых автором проекта под псевдонимом Таша Танари. В процессе создания авторского проекта учитываются теоретические положения понятий «массовая литература» и «словесность» с опорой на труды ученых, занимающихся изучением феномена массовой культуры. Также ключевым для проекта является представление о многообразии жанра фэнтези и его жанроспецифических особенностях. Результат проекта: изданный в 2023 году роман «Попаданец наоборот, или Эльф в деле»; подготовленный к изданию роман «Попаданка с пропиской, или Эльфийские каникулы»; перспективные планы по продолжению серии романов «Неправильные попаданцы». / This master’s project aims at developing a novel series “The Irregular Popadantsy” in the fantasy genre, published by the author of the project under the pseudonym Tasha Tanari. Within creating the project, the theoretical concepts of “mass literature” and “verbal art” are taken into account, based on the works of scientists engaged in the study of the phenomenon of mass culture. One more key idea is the diversity of the fantasy genre and its genre-specific features. The result of the project: the novel “Popadanets on the Contrary, or an Elf in Action” published in 2023; the novel “Popadanka with a Residence Permit, or Elven Holidays” prepared for publication; long-term plans for the continuation of the series of novels “The Irregular Popadantsy”.

Magistrantūros studijų baigiamasis darbas, 48 puslapių, 11 paveikslai, 12 lentelės, 38 literatūros šaltiniai, 4 priedai, lietuvių kalba. Tyrimo objektas – NVO ryšiai su visuomene. Tyrimo tikslas – pagrįsti nevyriausybinių organizacijų ryšių su visuomene organizavimo modelį. Tyrimo uždaviniai: 1) Išnagrinėti ryšių su visuomene teorinius dėsningumus. 2) Ištirti ir įvertinti ryšių su visuomene organizavimo būklę vietos veiklos grupėje „Lamatos žemė“ ir Lietuvos kaimo turizmo asociacijoje. 3) Identifikuoti NVO ryšių su visuomene organizavimo principus ir priemones bei aprašyti jų ypatumus. Tyrimo metodai: mokslinės literatūros analizės, anketinės apklausos, dokumentų analizės ir sintezės, loginės analizės, indukcijos ir dedukcijos, palyginimo ir grafinio modeliavimo metodai. Tyrimo rezultatai: • pirmojoje darbo dalyje, nagrinėjama užsienio bei Lietuvos autorių mokslinė literatūra, padedanti atskleisti ryšių su visuomene sampratą, prasmę bei funkcijas nevyriausybinėse organizacijose; • antrojoje darbo dalyje atliktas vietos veiklos grupės „Lamatos žemė“ ir Lietuvos kaimo turizmo asociacijos ryšių su visuomene veiklos organizavimo empirinis tyrimas išanalizuotos taikomos priemonės; • trečiojoje darbo dalyje pateiktas nevyriausybinių organizacijų ryšių su visuomene organizavimo modelis, apibrėžti pagrindiniai principai; Darbe daromos išvados, kad nevyriausybinėse organizacijose ryšių su visuomene funkcija yra tik viena iš įvaizdžio formavimo funkcijų, ne dažnai yra horizontali... [toliau žr. visą tekstą] / Final work of University Postgraduate Studies, 48 pages, 11 figures, 12 tables, 38 references, 4 appendixes, in the Lithuanian language. Research object – public relations in non-govermental organizations. Research aim – to provide the model for organization of public relations in non-govermental organization. Objectives of the research: • to analyze consistent pattern of public relations; • to analyze and evaluate the state of public relations organization in Local action group „Lamatos žemė“ and association of rural turism in Lithuania; • to identify the principles and tools of public relations in the non-govermental organization and to discribe their characteristics. Methods of research – analysis and synthesis of scientific literature and documents, induction and deduction, questionnaire, logical analysis, comparative and graphical representation methods. Research results: • The first part analyzes scientific literature by foreign and Lithuanian authors, that helps to disclose conception, meaning and functions of public relations in non-govermental organizations. • The second part conducts an empirical investigation of public relations practice in Local action group „Lamatos žemė“ and association of rural turism in Lithuania, analyses the applied measures. • The third part presents the model of public relations organization in non-govermental organizations and defines the basic principles. In conclusion, the function of public relations is one of image formation... [to full text]

This thesis investigates the motivation, engagement and experiences of men as they interact with the selected television shows, which are presented or conceived as shows for women. The purpose of this thesis is to examine, identify and evaluate the motivation of men as a perceived non-target audience for watching the shows. Using gender theories and the audience in media theories as the background of this thesis, it then presents full- scale research on the TV shows "Sex and the City", "Desperate Housewives", "2 Broke Girls" through fifteen in-depth interviews, discovering narrators' viewing experience and reactions. The empirical analysis of this thesis is conducted in light of perceived and reported demographic groups, keeping in mind the sociocultural context of each series. This thesis examines both socio-economic and gender topics, which are represented in the shows by product placement on the first hand, and emancipatory themes on the other.

Text in Afrikaans with Abstracts in Afrikaans, English and isiZulu / In hierdie proefskrif word ondersoek ingestel na die parateks as narratiewe strategie vir toeganklikheid in geselekteerde Afrikaanse kinder- en jeugliteratuur. Die kern van hierdie ondersoek is die toeganklikheid van die boodskap binne die paratekstuele en narratiewe kommunikasiesituasie. Vir hierdie ondersoek is die sentrale probleemstelling soos volg geformuleer: hoe word die parateks as narratiewe strategie gebruik om kinder- en jeugliteratuur meer toeganklik vir jong lesers te maak? Gérard Genette se werk oor die parateks (1997a) en die narratologie (1983, 1990) dien as teoretiese basis vir hierdie studie se konseptuele raamwerk, aangevul deur die werk van Mieke Bal (1991, 2009). Jauss (1982) se resepsie-estetika word ook betrek ten einde toeganklikheid ten opsigte van die primêre teikenmark te formuleer. Binne die konteks van hierdie konseptuele raamwerk, word daar afsonderlik ondersoek ingestel na die ontvangers, senders en boodskap van die paratekstuele en narratiewe kommunikasiesituasie. Die ontvangers is die lesers van die parateks as narratiewe strategie vir toeganklikheid en word bespreek as die primêre, dubbele en tweeledige teikenmarkte. Die senders is die verskillende skrywers betrokke by die skepping en implementering van die parateks as narratiewe strategie vir toeganklikheid. Onderskeid word getref tussen die primêre skrywer, die tweede skrywer en die sekondêre skrywer. Laastens word die boodskap ondersoek soos dit met die visuele parateks en die talige parateks verband hou. Aan die hand van die konseptuele raamwerk van hierdie studie, en die verskillende rolspelers en boodskappe binne die paratekstuele en narratiewe kommunikasiesituasie, dui die studie aan hoe die parateks as narratiewe strategie gebruik kan word om kinder- en jeugliteratuur vir veral die primêre teikenmark meer toeganklik te maak. / This thesis sets out to illustrate how the paratext can be used as narrative strategy for accessibility in selected Afrikaans children’s and youth fiction. Central to this study is the accessibility of the message in the paratextual and narrative communication situation. In this regard, the central research question is as follows: how can the paratext be used as a narrative strategy to make children’s and youth literature more accessible for young readers? Gérard Genette’s work on the paratext (1997a) and narratology (1983, 1990) serves as the theoretical basis for this study’s conceptual framework, along with the work of Mieke Bal (1991, 2009). In order to define accessibility in terms of the primary target audience, reference is also made to Jauss’s (1982) reception theory. Within the context of this conceptual framework, focus is placed on the receivers, senders and message of the paratextual and narrative communication situation. The receivers are the readers of the paratext as narrative strategy for accessibility and are discussed as the primary, twofold and dual target audiences. The senders are the different writers involved in the creation and implementation of the paratext as narrative strategy for accessibility. Here a distinction is made between the primary writer, the second writer and the secondary writer. Lastly, the message is discussed as it relates to the visual paratext and textual paratext. Through the conceptual framework of this study, along with the different role players and messages of the paratext as narrative strategy for accessibility, this study shows how the paratext as narrative strategy can be used to make children’s and youth literature more accessible for especially the primary target audience. / Le thisisi ihlose ukuveza ukuthi umbhalo ohunyushiwe ungasetshenziswa kanjani njengesu lokuxoxa emibhalweni ekhethiwe yesiBhunu yezingane kanye naleyo yabantu abasha .Okubalulekile kulesi sifundo socwaningo wukutholakala komlayezo wombhalo ohunyushiwe kanye nesimo sokuxhumana ngengxoxo. Ngalokho-ke, umbuzo oyinsika kulesi sifundo socwaningo ngolandelayo: Ngabe inkulumo ehunyushiwe ingasetshenziswa kanjani njengesu lokuxoxa, elingenza ukuthi imibhalo yobuciko yezingane kanye naleyo yabantu abasha ukuze itholakale kalula kubafundi abasebasha? Umsebenzi kaGérard Genette i-paratext (1997a) kanye ne-narratology (1983, 1990) usebenza njengesisekelo sesakhiwo sebizo salesi sifundo socwaningo, kanti lokhu kuhambisana nomsebenzi ka MiekeBal (1991,2009). Ukuze siphumelele ukuchaza mayelana nokutholakala kwabafundi bezincwadi abahlosiwe, uyanxuswa ukuthi ufunde ithiyori emayelana nokutholakala kwabafundi bomlayezo ka Jauss (1982). Ngaphansi kwesimo sesakhiwo segama, kugxilwe kakhulu kubamukeli, kubathumeli kanye nakumlayezo wombhalo ohunyushiwe kanye nesimo sokuxhumana ngengxoxo. Abamukeli bomlayezo kungabafundi bombhalo ohunyushiwe, okuyisu elisetshenziswa ukuthola umlayezo, kanti la masu axoxwa njengalawo aqonde abafundi bokuqala, abambaxambili futhi anezinhloso ezimbili.. Abathumeli bomlayezo kungabhali abadlala indima yokwakha kanye nokusebenzisa imibhalo ehunyushiwe njengesu lokuxoxa elisetshenziswa ukuthola umlayezo. Lapha, kuvezwa umehluko ophakathi kombhali wokuqala, umbhali wesibili kanye nombhali osezingeni lesibili. Okukugcina, umlayezo uxoxwa njengoba uhlobana nombhalo ohunyushiwe obukelwayo kanye nombhalo ohunyushiwe olotshiwe Ngokusebenzisa uhlelo lwesakhiwo segama salesi sifundo, esisebenzisana ndawonye nabadlali bendima abahlukahlukene kanye nemilayezo yombhalo ohunyushiwe njengesu lokuxoxa elisetshenziswa ukuthola umlayezo, lokhu kukhombisa ukuthi umbhalo ohunyushiwe oyisu lokuxoxa ungasetshenziswa kanjani ukwenza ukuthi imibhalo yobuciko yezingane kanye naleyo yabantu abasha ingatholakala kanjani, ikakhulukazi ngabafundi bokuqala abahlosiwe. / Afrikaans and Theory of Literature / D. Litt et Phil. (Afrikaans)