A feminist examination of the life of the Afrikaans poet Ingrid Jonker is preceded by a look at the conventional literary biography with its unique dual nature: scientific enquiry combined with the art of storytelling, which is aptly called “fiction under oath” (Gutiérrez 1992: 49). Subsequently, an overview of the theoretical basis of feminist ideology and literary approaches is presented with the emphasis on the psychoanalytical point of departure, which views women’s marginalized position as social instead of biological in origin, and therefore as changeable. Biography owes its important place in contemporary women’s writing to the fact that it documents the history and experience of women in the patriarchal system. Feminist biographers, influenced by Postmodernism, force the genre from its traditionally linear form and narrow focus on a famous, usually male subject. The result is a more fluid, cyclical portrayal of (usually) influential women, shedding more light on the social, domestic and personal spheres. Because this kind of biography does not claim to be authoritative, the biographer’s personal contribution and her methods are made explicit. The intuitive and experimental nature of feminist biography makes it suitable for an intertextual and even interdisciplinary approach. Jonker’s life is analysed against the background of a folk tale, The Red Shoes, which is an allegory for the sacrifice of the instinctive creative self or archetypal “wildish woman”. Ancient myths, which narratives of almost every culture share, are seen as responsible for the tenacious survival of the patriarchy through time, social change, and across cultural boundaries. For this reason, feminists see the creation of new myths or infusing old myths with new meaning as the key to women’s emancipation. Against this background, the following subtexts also act as shaping elements in the Ingrid Jonker biography: · The concept of a person’s life “script” unfolding according to repetitive messages laid down in the unconscious by authority figures; · The “conspiracy” between a biographee and her biographers in forming her public image; and · Six archetypes in the Jungian idiom that characterise a person’s journey to spiritual maturity, Examined with these subtexts in mind, Ingrid Jonker’s life story unfolds as follows: A poet in conflict with her time and “abandoned” by her parents, is displaced in pre-adolescence from a unstructured rural milieu where her instinctive creativity was allowed to develop freely, to a highly structured, limiting and artificial urban environment. She seems prophetically destined for a tragic end. Her obsession with death is fed by an inability to have meaningful relationships and to adjust to society’s double standards. Ever the victim of imagined or real betrayal, she joins the ranks of other female artists who follow the same destructive archetypal pattern. She is spurred on not only by her own feral recklessness, but also by other artists who are inspired by her flirtation with death. Upcoming generations are mesmerised by her “moth around a flame” life and, like children, ask time and again for the disastrous though darkly romantic story with its mythical proportions, which turned Jonker into an icon. In doing so, they manage their own collectively unconscious fear of the annihilation of death. The Red Shoes links with Kristeva’s distinction between semiotic and symbolic language. The former is non-rational, intuitive and signifies the maternal whereas the latter represents language that is masculine, rational, linear and therefore patriarchal and logocentric. / Dissertation (MA (Afrikaans))--University of Pretoria, 2005. / Afrikaans / unrestricted

Abstracts in English and Afrikaans / The aim of this exploratory study was to investigate the underlying meanings of Old Mutual South Africa’s (OMSA’s) CSR 2.0 corporate advertisements. It specifically examined the underlying myths and ideologies conveyed through the texts. This qualitative study was conducted by means of a visual semiotic analysis (Machin 2012) on eight CSR 2.0 corporate advertisements, which were purposively selected. A theoretical framework to measure visual CSR 2.0 corporate advertisements was developed, which aided in the sampling, data analysis and interpretation processes. The findings of the study indicated that by positioning its CSR 2.0 positively in terms of change and transformation, progress and equal opportunities for all citizens, OMSA is fostering stakeholder-organisation relationships. In addition, it was also found that OMSA adopts established representational tropes of CSR 2.0 and use them repetitively that firmly entrenches the intended/encoded message to the viewer. / Die doel van hierdie verkennende studie was om die onderliggende betekenis van CSR 2.0 korporatiewe advertensies in Ou Mutual Suid-Afrika te ondersoek. Dit is spesifiek gemoeid met die onderliggende mites en ideologieë wat deur middel van die tekste oorgedra word. Die kwalitatiewe studie is uitgevoer deur middel van 'n visuele semiotiese ontleding (Machin 2012) op agt CSR 2.0 korporatiewe advertensies, wat doelbewus gekies is. 'n Teoretiese raamwerk, om visuele CSR 2.0 korporatiewe advertensies te meet, is ontwikkel, dit het bygedra tot die steekproefneming, data-analise en interpretasie prosesse. Die bevindinge van die studie dui daarop dat deur CSR 2.0 positief in terme van verandering en transformasie, vooruitgang, en gelyke geleenthede vir alle burgers te posisioneer, OMSA verhoudings met belanghebbendes kan bevorder. Daarbenewens is ook gevind dat OMSA gevestigde temas van CSR 2.0 implementeer en hulle herhaaldelik gebruik wat juis die beoogde / gekodeerde boodskap stewig aan die kyker bevestig. / Communication Science / M. A. (Communication Science)