Using qualitative content analysis, this research study explored the Gauteng Provincial Government (GPG) social media use, with specific reference to Facebook, as a communication tool to engage with stakeholders. The study looked at how Facebook is used to promote two-way communication between the government and citizens, based on the principles of the Excellence Theory, which advocates for communication models developed by Grunt and Hunt (1984). The diagonal principles by Kent and Taylor (1998) used as a strategic framework to facilitate relationship building with the public and the organisations, were also explored. The results indicated that the majority of the departments are active on Facebook, however not at a satisfactory level. The majority of the departments failed to use all the six dialogic principles to leverage two-way communication, in particular creation of the dialogue loop which facilitates the building of ongoing relationships and feedback. Some of the departments have not fully taken the opportunity to increase the engagement and dialogue through posting photos on Facebook walls. The numbers of videos posted were extremely low. The majority of the departments utilised the social media platform, Facebook, as a one-way communication, such as publishing of media statements, announcements, media conferences and interviews among others. Most of the departments use Facebook for information dissemination especially on events and campaigns. The poor use of Facebook can be attributed to the challenges such as a lack of resources, especially a budget, lack of skills on effective use of social media, the continuous use of one-way communication by the government and a lack of budget among others. The findings correlate to the previous studies that found a lack of proper engagement, dialogue and interactivity on government’s Facebook pages.

This study explored the guidelines advocated by selected media content analysis with the aim of identifying effective approaches to evaluate audience responses to promotional messages. Drawing from literature and documented deliberations by industry professionals, content-specific analysis protocols were applied and tested using a case study representing topic-specific responses to the Two Oceans Quay 5 product launch. In doing so, a logical observation of the communication in unpaid media placements and relevant discussions distributed in public media channels was completed. It is in this sense that this research enriches the study of public relations with a particular focus on output-driven evaluation. It provides insights into qualitative and quantitative publicity measurement and suggests how these methods can be useful to explicate the impact of media coverage as a public relations element. While it largely focused on discovering improved media content analysis solutions, this study revealed that content-driven analysis can only be useful when its protocols are aligned with the context of the data and if communication practitioners remain aware and transparent of its subjectivity. In this regard, this study helps to generate an understanding of the subjective dynamic of public relations and the importance of in-depth and adaptable publicity assessments to help distinguish public relations as a purposeful branding function next to advertising and marketing.

An assay based on Nile red fluorescence was developed for quantitative analysis of triglycerides, a common cellular component with important biological functions and is routinely analyzed for diagnosis of metabolic disorders and as an important feedstock of food industry and biodiesel production. Based on studies on the Nile red fluorescence of pure, binary, and ternary systems of triglycerides, ethanol, and water, 20% ethanol aqueous solution was determined to be the most suitable solvent for lipid fluorescence measurement. Excellent linearity was established for lipid samples in the range of 0.1- 0.5 mg/ml with several different lipid standards and vegetable oils. Results also suggest that the fluorescence of triglycerides was not sensitive to the fatty acid composition of lipids. This finding is important since it implies that the assay could potentially be used for the measurement of triglyceride content of different oil crops without causing significant variations. The results of this method were then verified by comparing with the results of the conventional gravimetric methods. The results of the fluorescence assay were consistently lower than that of the gravimetric method by approximately 10%. This phenomenon was tentatively attributed to the fact that the gravimetric method measures the total amount of lipophilic materials in samples while the fluorescence assay is selective to glycerides. Attempts were also made to apply this assay to estimate the lipid content of green alga Neochloris oleoabundans. However, the results were less than ideal due to the existence of interfering components in the extract of microalga samples that could significantly repress the fluorescence of lipids.

Agreement between trained and untrained coders in assessing television content was investigated. A model integrating the different approaches to content analysis was proposed. The model contains three dimensions: audience coders versus expert coders, microanalysis versus macroanalysis, and quantitative versus qualitative analysis. The audience versus expert coders facet of that model was evaluated by having university students watch and assess the content of 24 television programs chosen from prime-time on the basis of their popularity. They were not trained in content analysis and did not know the questions about which they were asked until after viewing their program. Their evaluations were compared with similar evaluations given previously by trained (expert) coders. Each of the 24 programs was watched by 5 male and 5 female naive coders (total N=240). The groups were balanced for ethnicity and socioeconomic status. A statistic developed especially for this research was used to compare the naive and expert ratings on 22 selected variables. The results indicated that untrained and trained coders in general evaluated the programs similarly. Moreover, the questions on which the experts tended not to agree (that is, were unreliable) were generally the same ones on which the untrained coders did not agree, both amongst themselves and with the experts. / Arts, Faculty of / Psychology, Department of / Graduate

This dissertation presents an updated content features analysis on high-quality digital book versions of printed books. In a time where mobile devices (i.e., iPad, iPhone, Android phones) are ubiquitous, current research on the quality of digital books read on these devices have been sparse. With children having access to these mobile devices to play games, read digital books, listen to music, and watch shows, an updated study on the quality of digital books read on these devices is needed. Using the considerate/inconsiderate framework, the terms integral (vital or corresponding actions), incidental (additional or plausible actions), and incongruent (disparate and illogical actions) were used to describe whether the interactive media features in the 20 high-quality digital books were supportive in meaning-making. Those designations led to an evaluation of whether each digital books –as a whole—was supportive or nonsupportive of comprehension. Analysis showed that all of the high-quality printed version of digital books produced by Oceanhouse Media and two from Loud Crow Interactive were considerate (i.e., supported meaning-making for young children). Findings from this study confirm the utility of the considerate/inconsiderate framework as an analytic tool for evaluating the potential of using high-quality digital book versions of printed books for instructional practices. Furthermore, the dissertation shows how the findings from this study could inform the development of an evaluative tool for educators and researchers to identify high-quality digital books for classroom use and support the categorization of types of available digital books, respectively. Finally, findings point to the need for further research on whether the considerate/inconsiderate framework holds merit for evaluating digital books from a range of quality levels not just high-quality digital book versions of printed books.

Student Number : 9809910J - MA research report - School of Human and Community Development - Faculty of Humanities / This study explores the perceptions of women suffering from vaginismus regarding their condition, themselves and their significant relationships. The subjective world of women suffering from vaginismus was therefore focused upon, within the context of a qualitative paradigm. Four volunteers who were diagnosed with the condition by a sexologist at the DISA health clinic, and were at the time seeking treatment for the condition, participated in the research. The research was conducted in the form of a semi-structured interview. Various psychological, emotional and social themes were explored. The participants’ responses were recorded and then analysed utilising content analysis. Within the analysis, a lack of constancy was noted amongst the participants. Differences with regard to etiological themes, personality profiles, emotions as well as relationships with intimate partners and parents were found. This is coherent with findings in the literature, which are also inconsistent. However, it should be noted that that whilst few aspects were found to be universal, most shared some commonality. Thus, various trends were established. The experience of vaginismus appears to be stressful, impacting on one’s emotions, selfesteem and intimate relationships. Trends were identified with regard to choice of partner. However, different relationship dynamics were found suggesting that couples react differently to the experience of vaginismus. All of the participants gave vague descriptions of their parental figures and relationships. Thus, it is difficult to make assertions regarding these relationships. Patterns of interaction and behaviour were experienced during the interviews. Avoidance of emotion was prevalent. The tendency to idealise relationships was found with all of the participants. The participants also appeared to make contradictory statements throughout the interviews.

This study investigates the representation of gender in technology-related video advertisements. This thesis quantitatively and qualitatively examined 54 of the most recent commercials by the top nine Fortune 500 technology companies. A total of 407 characters were coded and quantitatively analyzed while the videos themselves were qualitatively assessed with particular attention given to the videos' themes and the interactions between the characters and the technology products and services. Results of the analyses showed that there were more male, Caucasian characters than any other character type based on gender and race/ethnicity. Females were mainly characterized according to traditional stereotypes, such as being linked to the home and expressing emotions. On the other hand, males were most often presented outdoors and conveyed confidence. Overall, the advertisements targeted upper class, Caucasian males while technology itself was associated with power, speed, and progress. These findings have important implications for understanding the persistence of gender inequality in the field of technology and in existing cultural beliefs surrounding gender and technology.

This study identified what Twitter followers were discussing in reference to the top five megachurches in size. The methods utilized within this study involved an examination of all tweets hashtagging the top five megachurches over a sixteen day timeframe. The first research question was answered by categorizing tweets into predetermined content categories. This study also addressed the second research question by determining if Twitter implementation was beneficial in executing the missions of the top five megachurches. This question was answered by analyzing tweets using a five point Likert scale measuring how reflective each tweet was to the mission statement of each of the Top five megachurches. Ultimately, this study revealed that hashtagged tweets did reflect topics that are beneficial to each individual church's growth, however, tweets hashtagging the top three megachurches did not reflect the mission statements of each church. Therefore, this study concluded that Twitter implementation is beneficial to church growth because followers discuss topics relevant to the success of the church, however, Twitter may not be the most suitable social media platform for megachurches in their attempts to execute their mission statements.

The complexity of urban areas within the mosaic of private and public vegetation has led communities to enact regulations to manage numerous benefits of urban vegetation. As urban populations continue to increase, regulations for governing vegetation becomes increasingly common. This study examined the variation in trends, structure, language, clauses, and provisions of vegetation ordinances within communities across the Southern United States. Qualitative content analysis using NVivo computer software was used for analyzing ordinances collected from Municode. Several discrepancies and similarities were explored in ordinance structure and content, along with problems such as lack of effective ordinance components (enforcement and severability provisions), unclear goals, unclear provisions, inadequate information, duplications, section contradictions, and misspellings. Findings will guide urban foresters, arborists, planners, and elected officials while developing new codes and suggest a need to draft better ordinances and revise problematic ones to increase positive impacts on the community green infrastructure.

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