A research report submitted to the Wits School of Arts, University of Witwatersrand, Johannesburg, South Africa in partial fulfilment of a Degree of Master’s of Arts. Sunday 11 October 2015 / This qualitative research report explores the motivations for, and barriers to, young people attending and consuming live music in small to medium venues in Johannesburg. With the average age of South Africans being just 25 years, young people represent a large, existing and potential new audience for live music venues looking to grow new audiences. Yet there are challenging racial, spatial and economic legacies of apartheid which live music venues need to overcome to reach out to more young people. Young South Africans are often described as one entity, defined by their ‘race’, age and education level. This research uncovers new insights into what motivates young South Africans to attend live music from socialising with friends to deeper emotional connections with music and artists. Broader themes such as young people’s desire for authenticity, uniqueness and self-identity are explored in the context of live music as well as their preferences for open spaces and freedom of movement during their live music experiences. This research explores how to segment South African live music audiences based on motivation and consumption patterns, to understand if it could help inform future audience development strategies in South Africa. Live music venues’ understanding and practice of audience development has been analysed to better understand how embedded the arts marketing profession is within the sector and what appetite there could be for the introduction of a motivation-based audience segmentation tool. Finally, the report reflects on the findings and makes recommendations on how live music venues could authentically engage with young audiences; what measures could be taken to cultivate more artistically-led, but audience-focused venues; and ultimately, how to attract more young audiences to their venues. Keywords Audience development, arts motivation, arts marketing, arts consumption, arts audiences, hedonic consumption, authenticity, live music, live music venues, barriers to arts attendance, Johannesburg, Gauteng, South Africa, young people, Morris Hargreaves and McIntyre, Concerts SA, The Orbit, Niki’s Oasis, Afrikan Freedom Station and the Soweto Theatre.

The HIV/AIDS pandemic is having a devastating effect on the South African population. Most affected are young people between 15 and 24. HIV/AIDS research has paid little attention to youth in the D/deaf population. Schools play an important role in the reproductive health of youth as they reach youth at a formative time in their development. Aim: To investigate the form of HIV/AIDS and RHE in South African secondary schools for the D/deaf, together with factors associated with teacher implementation thereof. Methodology: The sample was made up of 33 Life Orientation teachers from 16 secondary schools for the Deaf in 6 South African provinces. Quantitative methodology was used to obtain descriptive data and to determine any associations between demographic/ contextual variables and the study's theoretical framework (Theory of Planned Behaviour); qualitative data also aided in answering of the research question. Results: HIV/AIDS and RH education is being implemented at South African secondary schools for the D/deaf and LO teachers recognise the importance of HIV/AIDS and RHE for their D/deaf learners. Despite high coverage levels, a number of obstacles are hindering the optimum implementation of HIV/AIDS and RHE: 1) lack of learner assessment in the HIV/AIDS and RHE portion of the LO curriculum 2) unclear policy mandates regarding the weighting of HIV/AIDS and RHE in the LO curriculum 3) inadequate teacher proficiency in SASL 4) the use of a mainstream LO curriculum that was not specifically developed for Deaf learners 5) the moralistic viewpoints of certain teachers 6) problems with teacher access to suitable HIV/AIDS and RHE training. A number of significant associations between TPB constructs and demographic/contextual variables were also found. Recommendations for future interventions and research are delineated and limitations of the study are discussed. / Thesis (M.Soc.Sci.)-University of KwaZulu-Natal, Durban, 2010.

This study aimed to use the Transtheoretical Model of behaviour change (Prochaska and DiClemente, 1983) to investigate the process of smoking initiation in a cross-section of high school adolescents in urban KwaZulu-Natal. This aim was informed by the increase in incidence of smoking among adolescents, who represent a particularly vulnerable population to smoking (Orlandi and Dalton, 1998). The Transtheoretical Model has proved successful in changing problem health behaviours (prochaska and DiClemente, 1983) and lends itself to be a suitable framework for investigating smoking acquisition in adolescents (Werch and DiClemente, 1994). An extensive review of the causes and correlates of smoking uptake and past intervention evaluations suggests that the core constructs of the TTM (Decisional Balance, Temptation and Stage of Acquisition) can be complemented by other another variable, Perceived Social Norms (informed by the Theory of Planned Behaviour, Fishbein and Ajzen, 1975, as cited in Pitts, 1996), to provide a more holistic explanation of smoking acquisition. Alcohol use, parental smoking and certain demographic factors are also found to be salient factors in this process. Findings showed that the perceived cons of smoking were constant across stages and seemed to have no effect on stage membership. Stage differences were explained almost entirely in terms of pros, which increased drastically with later stages. Perceived social norms increased with a later stage, confirming a tentative theoretical relationship between the Transtheoretical Model and Theory of Planned Behaviour. Lack of expressed intention to smoke by participants questions the validity of using the rational decision-making Transtheoretical Model to investigate a process not informed by decision-making. European language speakers were found to be a particularly vulnerable group to smoking, while African language speaking girls show very low rates of smoking. High religiosity was found to be a protective factor, while alcohol use was strongly associated with smoking. Maternal smoking was strongly associated with smoking, but only in girls. No difference in stage was found between schools and grades. The study should be replicated using a longitudinal design to determine the causal relationship between factors and smoking and to further investigate the applicability of the Transtheoretical Model in smoking acquisition. / Thesis (M.A.)- University of KwaZulu-Natal, Pietermaritzburg, 2004

This article investigates the impact of poverty and shocks on adolescents, particularly their role in early school drop-out. Data consisting of 3043 adolescent interviews and 1945 household interviews, from a recent survey entitled Transitions to Adulthood among Adolescents in Durban, South Africa, has been used. While conventional explanations of drop-out acknowledge the role of socio-economic factors, this paper attempts to understand, through an asset-vulnerability framework, the explicit contribution of poverty and shocks to drop-out in the South African context. The results indicate that the poverty-based theory of drop-out put forward, while appealing, does not fully account for drop-out. Instead, it would seem that among poor households the education of their children is seen as an asset that is to be protected. It is proposed that school feeding schemes be reconsidered as a social welfare tool to support poor households in their attempts to keep their children in school. / Thesis (M.Dev.Studies)-University of Natal, Durban, 2001.

The school focused in this study is involved in promoting HIV/AIDS education among learners. Past attempts at HIV/AIDS education took the form of assembly talks and special assembly programmes which, unfortunately, yielded limited success. In response to this, a grade eight HIV/AIDS education programme, integrated into the mainstream curriculum, was developed and implemented. The HIV/AIDS education programme cuts across different learning areas and its impact on learners is the focus of this study. The study undertaken is located in a constructivist paradigm and draws largely upon qualitative research methods. However, the use of quantitative data has also been crucial in supporting the findings of the research. Research participants included a stratified sample of grade eight learners who were involved in the programme, educators who were engaged in the development and implementation of the programme, learners on the school's HIV/AIDS Committee, the Life Skills co-ordinator of the school and social workers who supported the programme. In view of the sensitivity surrounding various HIV/AIDS issues. this study draws special attention to ethical issues that impact on the research procedures adopted. Evidence from this research indicates that the implementation of the grade eight HIV/AIDS programme has substantially improved the acquisition of HIV/AlDS knowledge by learners who were engaged in the programme. The impact of the programme on high-risk behaviour is difficult to ascertain in the absence of longitudinal studies. However, the majority of learners have responded positively to the programme and emerging learner attitudes appear to be favourable to the promotion of behaviour patterns that are supportive of the prevention of HIV-infection. This study suggests that, in the quest to improve the effectiveness of HIV/ AIDS education, the programme in focus needs to engage more seriously with gender and cultural issues. The grade eight HIV/AlDS programme lends itself to further modification and this study recommends that the scope of stakeholder participation be broadened, particularly with regard to parental involvement. / Thesis (M.Ed.) - University of Natal, Durban, 2001.

This case study investigates sense of place of youth amidst a background of change in postapartheid South Africa. As used in this study, sense of place refers to the attachments made to both physical and social places, and the social and cultural interactions and meanings associated with such places. The research was conducted with a group of 13 young adults at Mary Waters Senior Secondary School in Grahamstown. The literature suggests that the changes that occur in the lives of the participants at school-leaving age such as new opportunities to identify with global aspirations, tend to influence their sense of place in local contexts. Social change that occurs due to globalising forces such as access to new technologies and improved personal mobility, also influences sense of place in this context. Another integral factor is the structural influence of changing cultural and educational norms. These notions form part of the backdrop of this study. The research project was developed in response to calls for learning approaches that are situated more in local contexts and which include the youth as intrinsic participants informing environmental education approaches. This research draws attention to the significance of finding sustainable ways that enhance opportunities for agency on the part of the youth in future local and global environmental care-taking. The study took place over a period of 15 months in which time the participants undertook place-based activities in their communities around self-identified environmental concerns. The study was intentionally generative in approach as this allowed the voices of the participants and their environmental perspectives to be considered in developing methods and activities that were suitable to their particular contexts and interests. The study highlights the relevance of particular social contexts, through the perspectives of people and in this case learners, as key to environmental education enquiries. The combination of approaches that consider: a) knowledge about social context, b) the educational intervention (place-based activities) and, c) the situated social capital of the participants, all form the basis of meaningful pedagogical engagements and serve to address my research question: How is learners' sense of place developed and articulated through place-based activities, and what are the implications for environmental education amidst a contemporary landscape of change in South Africa?

A particular youth identity in the South African Indian diaspora is being forged in a nexus o flocal and global forces . The globalisation of Bollywood and its popularity as a global media and the international commodification of the Indian exotic have occurred at the same time as the valorisation of 'difference' in the local political landscape. Indian youth, as young members of the South African Indian diaspora, are inheritors both of a conservative - yet adaptable - home culture and the marginalised identities of apartheid. However, the tensions between their desire to be recognised as both 'modern' South Africans and as ' traditional ' Indians create a space in which they are able to (re)create for themselves an identity that can encompass both their home cultures and the desires of a Westernised modernity through the tropes of Bollywood. Bollywood speaks to its diasporic audiences through representations of an idealised 'traditional yet modern' India. Although India is not a place of return for this young generation, Bollywood representations of successful diasporic Indian culture and participation in the globalised Bollywood industry through concerts and international award ceremonies has provided an opportunity for young Indians in South Africa to re-examine their local Indian identities and feel invited to re-identify with the global diasporas of India.

M.Ed. (Educational Psychology) / The street child that is driven by circumstances to Jive outside the supportive structure of the family, is on his own. He doesn't have the educational developmental opportunities that children who grow up in families and societies do. He finds himself in a unique educational and living environment. From an educational psychologist point of view, this environment is abnormal. It is therefore a great challenge for the educational psychologist to try and avoid or resolve negative effects of the child's living environment. The aim of the study is to investigate and describe the experiences of the Hillbrow street child, as well as to determine guidelines for supporting these children. An exploratory-, descriptive-, contextual- and qualitative study was done, with the aim of gaining insight and understanding into the life of the street child in Hillbrow as well as his experiences of his situation. The phenomenological interview was used to gather data. The interviews were recorded on a tape recorder and later transcribed. The purposive sample consists of four street children who were selected specifically for the study. The data was processed according to a combination of the Giorgi's & Kerlinger's methods. The results obtained from the interviews were placed in four categories. These categories are: The street child's continuous struggle to survive, his need for a 'normal child life', his inability to accept responsibility and the presence of a normative awareness within the street child. Guidelines for supportive action towards street children by the educational psychologist are discussed in regard to the four categories. These categories are interdependent, as work in one category inevitably influences the other categories. For this reason the educational psychologist's supportive action needs to be holistic to include all four categories. In conclusion it is clear that the experiences of the street child are multi-faceted. In general it appears that the street child has many limitations and difficulties which he experiences, and that input by an educational psychologist can have meaningful influence in his life.

The Jesus People of Hillbrow, Johannesburg, assert that since joining the Jesus movement they have undergone radical changes; from a life of turmoil to a life of relative serenity. Such claims, if valid, have implications for the counter-culture, which is comprised largely of youth alienated from mainstream society and church. The present study then, was an investigation to determine whether the members of the Jesus movement have changed and if so, attempts were made to delineate such changes. The Jesus People investigated were members of the "Invisible Church", who had been residing communally for a period of not less than three months. A battery of questionnaires was administered on two occasions. The first occasion required the subjects to complete the questionnaires as they would have prior to their conversion, while the second administration required that the subjects complete the questionnaires according to their attitudes, values and opinions presently held. To counter any practice effects, the requirements for completion of the questionnaires were reversed for one half of the group randomly chosen. The order of presentation of the questionnaires was kept the same to counter any fatigue-effects. (The control group being matched with the experimental group should experience the same degree of fatigue.) The individuals selected for the control group were recruited from established-church youth clubs. These individuals were matched with the members of the Jesus movement for age, sex, home-language, general intelligence and occupation of father. The procedure of questionnaire administration for the control group was identical to that adopted for the experimental group. Both the experimental and the control group comprised 22 individuals. Incidental to the major design of the present study was the generation of a small (eight) group of Pentecostals, the results of which were analysed separately from those of the experimental and control groups. The finding that this group underwent the least change did not support the a priori expectation that Pentecostals should show changes which are intermediate to those of the experimental and control groups. It is argued however, that this Pentecostal group is not representative of Pentecostals per se. Bearing in mind, that the answers received depend, to a large extent, on the nature of the questions posed, the Jesus People, as a function of conversion (operationally defined as a "Jesus Experience"), underwent significant increases in their degree of perceived security but revealed significant decreases on attributes related to self-actualization. In addition, their predominant life-style orientation changed from personalistic to sociocentric, and there was an increased support for biblicistic fundamentalism. Associated with the above changes were decreases on the majority of the Wilson conservatism-scale dimensions, together with changes on a questionnaire explicitly developed for the present study. It is argued that the changes undergone by the members of the Jesus movement are in a positive direction, the "Invisible Church" serving as a 'half-way house'. Such changes are posited to be a function of an operationally defined "Jesus Experience"; a psycho-sociological experience rather than a theological, ecclesiastical experience.

M.A. (Industrial Sociology) / Identity construction amongst the youth is a vital process as it shapes who they are and what they want to be. Rapid social change contributes a great deal to the ways people create and shape their identities. This study focuses on youth identity construction in South Africa, specifically among young people at The Zone, a shopping mall in Rosebank, Johannesburg. In South Africa much research has been done on youths mainly focusing on delinquency. There is thus a knowledge gap with regard to youth identity and the positive aspects of life. This study, therefore, aims to shed light on the positive aspects of identity construction among the youth. Previous studies on youth identity construction have shown that youth identities are constructed in a world where popular culture dominates people’s existence. The construction of youth identity at The Zone is examined by focusing on music, fashion and technology as the main elements of popular culture. The theoretical framework of this study is derived mainly from scholarly work on identity formation, popular culture and youth culture at The Zone. For this study, both quantitative and qualitative research methods were used in which the following data gathering processes were applied: focus groups, semi-structured face-toface interviews, and questionnaires. The findings of the study show that identity construction amongst the youth is done through their interaction with one another as well as the images, styles and entertainment that form part of popular culture. Democratic South Africa has opened doors of choices for young people. Within certain constraints, they are able to do what they like, become who they like and explore their identities. The findings show that even though they come from different backgrounds, their aspirations to be hip and sophisticated, as dictated by popular culture, are similar.