This thesis, titled “Normative Media Theory and the Rethinking of the Role of the Kenyan Media in a Changing Social Economic Context,” is a theoretical study that discusses the role of normative media theory in shaping and guiding debate on the role of the media and attendant policy making processes in a changing Kenyan social economic context. This is done against the background of acknowledgment of the general state of flux that characterizes normative media theory in a postmodern, globalized and new media landscape. The study thus extensively describes the Kenyan media landscape, with a view to demonstrating how it has and is continuing to be transformed by a variety of developments in the social economic set up of the Kenyan society. In order to provide a theoretical basis for explaining these developments, the study then indulges in an extensive theoretical discussion that presents a synthesis of current arguments in the area of normative media theory. This discussion fundamentally brings to the fore the challenges which characterizes normative media theory in a changing social economic context and therefore the inability of traditional normative theory to account for new developments in the media and society in general. In an attempt to integrate normative media theory and practice, the study then discusses (against the backdrop of theory) the views and opinions of key role players in the Kenyan media landscape, in regard to how they perceive the role of the media. Particular attention is given, inter alia, to matters such as media ownership, media accountability processes, changing media and communication technologies, a changing constitutional landscape, the role of the government in the Kenyan media landscape, the place of African moral philosophy in explaining the role of the media in Kenya, and the growth of local language radio. Finally, on the bases of theory, experiences from other parts of the world and the views of key role players in the Kenyan media landscape, the study presents several normative guidelines on how normative theory and media policy making in Kenya could meet each other, taking into account the changes occasioned by globalization and the new media landscape. These proposals are essentially made to enrich general debate on the role of the media in Kenya, as well as attendant media policy making efforts. / Communication / D.Litt. et Phil. (Communication)

The aim of this study is to discover the relationship between health, media and gender, more specifically HIV and AIDS prevention, women’s magazines and women as readers. This research has been conducted within a Master’s dissertation at the Centre for Communication, Culture, Media & Society (CCMS) at the University of KwaZulu-Natal in 2012 and the primary emphasis is on media reception and the way in which women make sense of women’s magazines messages, particularly of HIV and AIDS messages. Therefore, the study’s focus is on media consumption, influences of women’s magazines and personal interpretation of embedded messages. The aim is to identify the role of women’s magazines as part of mass media within a particular field of communication rather than to identify the magazines’ impact on gender roles. My study will discover the reception of health messages on HIV and AIDS surrounded by controversial messages on femininity and gender stereotypes. The main research questions are: i) How, why and when are recipients using women’s magazines? ii) How are recipients perceiving and interpreting HIV and AIDS messages in women’s magazines, and specifically within the context of contradictory messages on sex, femininity and gender roles? iii) And, if and how are health messages in women’s magazines influencing recipients and their interaction with others? The interpretive qualitative research paradigm is applied and the method of qualitative interviews is used for collecting the data. The uses and gratification theory, social learning/social cognitive theory, the concept of entertainment education (EE), and the women-centred sense-making approach are consulted. As an overall result, the analysis reflects a positive picture and interpretation of women’s magazines by the participants, but it also shows the dual character of women’s magazines. Contradictions and critique on content were expressed, positive and negative features were identified, female stereotypes and at the same time the enjoyment of reading was noted, and with regards to health messages, the overall reception was predominantly positive and various content elements seemed to be relevant for the participants. In conclusion, the decisive factors for health messages on HIV and AIDS in women’s magazines, identified in my study are: motivation as an important stage, according to social learning/social cognitive theory in order 7 to enable behaviour modelling; relatedness, originally identified as a third human need within the self-determination theory, which helps to strengthen intrinsic motivation; the dual character of women’s magazines as an on-going conflict between the pleasure of reading a magazine and the consciousness of reprehensible stereotypes and female roles; the sense of female community and finally the role of readers as female opinion leaders. These results present women’s magazines as a multifaceted medium and might influence future research and programmes for health communication on HIV and AIDS prevention. Key words: Women, health, HIV and AIDS, women’s magazines, print media, reception analysis, HIV and AIDS communication, development communication, media usage, media consumption, health messages, relatedness, duality. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2013.

The thesis presents rich empirical analysis of the role of public relations in facilitating participation in social change in the Arab Gulf. The focus is on what public communication approaches are used and how they are regarded from the perspectives of the key social actors. It presents an historical and sociological background of public communication and media in the Arab Gulf. Moreover, it provides in-depth analysis of two empirical case studies in the Arab Gulf: Ghiras, the national drugs prevention programme in Kuwait, and Be Free, the voluntary anti-child abuse programme in Bahrain. This thesis relates the practice of public communication in the Arab Gulf society to Arabic culture and ethics. The thesis uses a qualitative constructivist paradigm to “re-construct” the multiple realities initially constructed by social actors in the cases to provide original insights on the role of public communication and public relations in social change in the Arab Gulf. It presents a new perspective of 'social change' in the two cases that is tied to Islamic ethics. Besides, it re-constructs original Arabic-oriented understanding of 'relational' and 'persuasion' approaches, which differs from the Western paradigm. One of the key contributions of the thesis is its adaptation of relevant Western communication models to the empirical Arab Gulf cases to identify some of the crucial factors of the practice and role of public communication in the Arab Gulf. The unique contribution of this thesis is that it develops a greater understanding of alternative cultural context that might contribute to the adaptations of existing theory and therefore a first step towards new models. It introduces a theoretical framework for other scholars to develop an Arabic public communication ethics theory and to build up a cultural model of the practice of public communication and public relations in the Arab Gulf. The thesis generates key theoretical implications that contribute to the theoretical discussion on the value and role of media, public relations, social marketing, and public communication in the Arab Gulf society at the age of globalisation.

The diploma thesis "Digital Marketing Strategies - Combination of Digital Media Channels" examines how the three telecom operators dominating the Czech market - T-Mobile Czech Republic, O2 Czech Republic and Vodafone Czech Republic - use the digital media channels within the communication with the customers. More specifically, it identifies and describes which channels do the companies involve into their marketing communication, how do they use them and why they have integrated them into the communication strategy. It also examines how the companies interconnect these digital media channels and how the channels can be combined to form an effective digital media strategy. By using the method of case study the companies ' digital marketing activities were examined. It was found that each company uses for its marketing communication the similar set of digital media channels, but the usage is different across the companies studied. Based on these findings I have identified three specific strategies - Diversified Content Strategy, Interactive Channel Strategy and Standardized Content Strategy. Each of the strategies has its advantages and disadvantages, which have been described and the strategies were compared. The findings also indicate that it is better to study the digital media channels as a whole,...

This qualitative research study explores the relationship between reducing uncertainty and assigning source credibility in the context of social media sites (SMS) and examines the effect of uncertainty reduction within the social media environment on the development of relationships between journalists and their sources. For this study, interviews were conducted with professional journalists to determine whether uncertainty was reduced and credibility was established with sources via SMS (i.e., Facebook, Twitter, and LinkedIn) and what theoretical strategies journalists used to reduce their uncertainty. The study also aims to determine if correlations exist between a reporter's age, beat, and/or personal adoption of SMS and the reporter's usage of SMS for source development. The interviews were conducted with 15 journalists of The Palm Beach Post (West Palm Beach, Florida), using a standardized interview protocol. Subjects were asked to voluntarily participate in a face-to-face interview with the researcher. Reporters were selected based upon their gender and cultural ethnicity, which was representative of the newsroom demographics of The Palm Beach Post at that time. This research aims to contribute to the uncertainty reduction theory in the realm of computer-mediated communications, specifically with regard to the use of SMS in forming and maintaining journalist-source relationships. / by Michelle D. Brown. / Thesis (M.A.)--Florida Atlantic University, 2013. / Includes bibliography. / Mode of access: World Wide Web. / System requirements: Adobe Reader.

This thesis deals with themes of social networks and the current situation in the Czech Republic. The object of this work is to introduce the readers problems, that today's socialnetworks offer. In this work is developed a basic knowledge of interpretation of terms like information, data and knowledge, characteristics of communication and the communication models, and where the information deformation rise. Next part is to devot perception of media in various areas, it's development is captured from inception to the present. Subsequently there are analyzed socialnetworks, which are the core subject of this work. As a last, but not a least, is indicated marketing opportunity. For this work were developer four online questionnaires. The purpose of the questionnaire was to find out respondents thoughts of general concept of information and how to interpret the definition of information according to ČSN. Questionnaires are focused on security of social networks Facebook and respondents action in social networks. The thesis is further developed and evaluated with statistics relating to the current number users of socialnetwork Facebook in the Czech Republic, followed up with global FB usage and usege in Europe. Hereafter is also formulated connection among users of the mentioned networks. The goal of the practial part of this work is to evaluate situation of social networks and their possible further development in terms of the market.

University of Macau / Faculty of Social Sciences and Humanities / Department of Government and Public Administration

Not available / text

This thesis deals with the introduction of participatory research methods to programming staff working at Radio KC, a South African community radio station based in Paarl, in the Western Cape province. The focus is on a series of workshops conducted at the station, dealing with research tools developed to enable station workers to undertake research of their community. The aim was to determine, by means ofa case study, whether the introduction of participatory research methods could improve the ability of community broadcasters to facilitate democratic participation among the communities in which they operate. More particularly, the thesis assesses whether the application of such methods has improved the ability of the programming staff that were involved in this case study to identify a wider range of stories and voices within their target community, for inclusion in programming content. The participatory research techniques that are applied at the radio station are based on ideas in 'civic mapping' developed by Harwood and McCrehan (1996) under the auspices of The Pew Center for Civic Journalism, and supplemented by insights from Friedland (2001) and Downs and Stea (1977) about the cognitive, normative and imagined dimensions of community. All of the ideas and techniques were adapted for the South African situation. The findings of the research project illustrate that for community stations, the key concepts of 'community' and 'participation' are highly complex ones and that stations need assistance to apply these concepts in their everyday practice. The account of the intervention at Radio KC shows that the process did indeed assist the individual research participants to better deal with the application of these concepts. It did not, however, make much impact on the station as a whole. Reasons for this are believed to lie in the organisational dynamics of the station, and the fact that the model as applied in this case did not provide a means for tackling the agendas, investments and power relations that define the activities of individuals at a given community radio station - what Hochheimer (1993) talks about as the entrenchment of power and personalities. In order to address these shortcomings, an attempt is made to develop a model for future application, which places the mapping process within the context of a broader strategic planning process, focussed on a station's programming schedule.

Development aid in most of the developing countries can sometimes compromise the principles of public service broadcasting (PSB). This may be true when reflected against the tension between donor financed programmes in Malawi and the mandate of Television Malawi (TVM). Although the donor intentions are noble, the strings attached to the funding are sometimes retrogressive to the role of PSBs. A case in point is how donors dictate terms on the HIV/Aids communication strategies at TVM. Producers receive money from donors with strings attached on how the money should be used and accounted for. If producers deviate they are sanctioned through withholding funding, shifting schedules and reducing the funding frequency. The donors also dictate who to interview on what subject, how to conduct capacity building. Some scholars have researched much on the impact of commercialisation of the media. This study is a departure from these traditional interferences; it interrogates the interest of philanthropy tendencies by international donors in the three chosen HIV/Aids programmes broadcast by TVM. The study investigates the extent of pressure exerted by donors on the producers of HIV/Aids programmes in Malawi. Thus, the study seeks to illicit specifics in the power relationship between the donor and the producer hence the study employs the political economy of development aid as applied to the public service broadcasting and communication for development. The study employed qualitative research methods and techniques (in-depth interviews, case study and document analysis). The study reveals how donor ideologies dominate the Aids messages-content output of the texts constructed. The study argues that cultural alienation of the Malawian audiences retards efforts of donors in combating HIV infection rate.