Abstracts in English, Afrikaans and Zulu / This Grounded Theory study focused on understanding how South Africa’s two numerically-dominant political parties, the African National Congress (ANC) and Democratic Alliance (DA), used micro-blogging site, Twitter, as part of their electioneering arsenal in the 2016 municipal elections to promote party-political digital issue ownership within an urban context. Using each party’s 2016 election manifesto and corpus of tweets, this three-phased study found that while both the ANC and DA used Twitter as a digital political communication platform to communicate their election campaigns, the DA notably leveraged the social networking site for intense ‘focused’ messaging of its negative campaign against the ANC while simultaneously promoting positive electoral messages around its own ‘core’ issues and metro mayoral candidates. ‘Battleground’ metros were identified by the DA in Ekurhuleni, Johannesburg, Tshwane and Nelson Mandela Bay, leading to an emphasised urban campaign here to either activate the party’s own support base and/ or to suppress the ANC’s turnout in these highly-contested areas. Additionally, it was found that both the ANC and DA used Twitter for explicit and implicit partypolitical issue ownership claiming in the 2016 municipal elections. Lastly, this study also culminated in the proposal of three but interconnected different elements of a conceptual framework for digital political communication that political parties could use to promote digital party-political issue ownership within a pronounced urban electioneering setting. These elements – ‘coordinating and managing how an election is tweeted’, 'focus' messaging the election’ and ‘audience-segmenting as a message-tailoring strategy’ – when used in unison can help political parties communicate better and ultimately more effectively in a highly mediatised technological media landscape. / Hierdie Gegronde Teorie Studie fokus op die verduideliking hoe Suid-Afrika se twee numeriese dominante politieke partye, die African National Congress (ANC) en Demokratiese Alliansie (DA), van die mikro-blog platform, Twitter, gebruik gemaak het tydens hulle verkiessingsstrategie in die 2016 munisipale verkiessings om die party politieke digitale kwessie rondom eienaarskap binne ‘n stedelike verband te bevorder. Deur elke party se 2016 verkiessings manifesto en arsenaal van twiets te gebruik, het hierdie drie-fase studie bevind dat beide die ANC en DA, Twitter gebruik het as ‘n digitale politieke kommunikasie platform. Die DA het egter die sosiale media netwerk kenmerkend gebruik vir ‘n intense gefokusde negatiewe veldtog teen die ANC terwyl hulle terselfdertyd ‘n positiewe verkiessings boodskap rondom die party se eie kernkwessies en metro burgermeesters kandidate gesentreer het. ‘Oorlogsgebied’ metros is deur die DA in Ekurhuleni, Johannesburg, Tshwane en Nelson Mandela Bay geidentifiseer wat ‘n defnitiewe stedelike veldtog tot gevolg gehad het om die party se eie ondersteuningsbasis te bevorder en/of die ANC se ondersteuning in hierdie hoogs betwiste areas te onderdruk. Daar was ook bevind dat beide die ANC en DA van Twitter gebruik gemaak het vir eksplisiete en implisiete party politieke kwessies rondom eiernaarskap tydens die 2016 munisipale verkiessings. Hierdie studie kan saamgevat word in drie onderskeie maar verwante elemente om ‘n raamwerk te vorm van die digitale politieke kommunikasie wat politieke partye kan gebruik om digitale party politieke kwessies binne ‘n stedelike verkiessings omgewing te bevorder. Wanneer hierdie elemente – ‘koordinering en bestuur van hoe twiets tydens ‘n verkiesing gebruik word’, ‘’die focus van die boodksap tydens die verkiessing’ and ‘die gehoorsegmentasie can ‘n boodskap strategie’ – in ‘n eenheid gebruik word kan dit politieke partye help om beter en meer effektief te kommunikeer binne ‘n baie kompiterende en tegnologiese medialandskap. / Inkcazo-bungcali yesisifundo ibigxile ekuqondeni ukuba uMzantsi Africa lo unamaqela amakhulu amabini ezopolitiko, ukutsho, iAfrican National Congress (ANC) kunye ne Democratic Alliance (DA), la maqela asebenzise iwebhusayithi encinane uTwitter, njengenxalenye yezixhobo zonxibelelwano kunyulo loo masipala ngo-2016. Bekwenza oku ngelikhuthaza amaqela ezopolitiko nebango lawo kwimiba yezinto abathi bazithethe kwisithuba sedijithali,kumxholo wendawo zase dolophini. Esi sifundo sisebenzisa imanifesto kunye nothotho lwe tweets zeqela ngalinye, nesenziwe ngokwezigaba ezithathu, sifumanise ukuba nangona iANC kunye ne DA zisebenzise uTwitter njenge qonga lonxibelelwano lwezopolitiko zedijithali (ngokolwimi lwasemzini) ukunxibelelana namaphulo onyulo, iDA izibonakalise amandla kwindawo yokuncokola kwiqonga uTwitter,ngokuthi imiyalezo yayo igxile kwaye itsole. Miyalezo leyo ithe yagxila ngokungafanelekanga kumkhankaso weANC. Ngaxeshanye, imiyalezo yayo yona iDA ibeyeyakhayo, kwaye incedisana nephulo layo kwimiba ephambili kunye nabagqatswa bosodolophu bo masipala abambaxa. Oomasipala abambaxa abathi babenongquzulwano bachongwe yiDA Ekurhuleni, eRhawutini, eTshwane nase Bhayi. Lonto ibangele ukuba bagxininise ekukhokeleni iphulo ledolophu ukuze bavuselele inkxaso ye DA apho okanye bacinezele ukuvela kwe-ANC kwezi ndawo kuphikiswana kakhulu ngazo. Ukongeza, kufumaniseke ukuba iANC kunye neDA zisebenzise uTwitter ngokwendlela ecacileyo nengathanga ngqo kwimeko yobunini bemicimbi yepolitiki ukuze bafumane ibango kunyulo loomasipala lwango 2016. Okokugqibela, esisifundo sigqibele kwisindululo sezinto ezintathu azahlukeneyo kodwa ezidityaniswe yinkqubosikhokelo eqingqiweyo kunxibelelwano lwezopolitiko zedijithali. Ezi zinto zizinto ezisenakho ukusetyenziswa ngamaqela ezopolitiko ukukhuthaza ubunini bemicimbi yezopolitiko ngaphakathi kulungiselelo lonyulo lwedolophu olubhengeziweyo. Ezi zinto- 'ukulungelelanisa nokulawula indlela unyulo luthunyelwe ngayo kusetyeziswa uTwitter', 'kugxilwe' kwimiyalezo yonyulo kunye nokuhlukaniswa kwabaphulaphuli okanye ababukeli njengecebo lokulungisa umyalezo '- xa zisetyenziswa ngazwinye zinokuwanceda amaqela ezopolitiko anxibelelane ngcono kwaye ekugqibeleni ngokuyimpumelelo kakhulu kuxhamlo olunamandla kakhulu kubume beendaba kumhlaba wetekhnoloji (ngokolwimi lwesiNgesi). / Communication Science / D. Litt. et Phil. (Communication)

Die 21ste eeuse postmodeme samelewing word gekenmerk deur dinamiese veranderinge op aile gebiede wat die kwaliteit van die gesinslewe en opvoedingsbegeleiding binne gesinne bepaaL Hierdie studie poog om aan die hand van 'n omvangryke literatuurstudie en kwalitatiewe ondersoek, die aard, omvang en invloed van sodanige samelewingsverskynsels op verhoudingstigting- en onderhouding en die kwaliteit van opvoedingsbegeleiding in eietydse stadsgesinne te bepaal. Bevindinge toon dat sommige gesinne, as gevolg van hierdie veranderinge, uiters kwesbaar is, dat verhoudinge ontaard en opvoedingsbegeleiding ontoereikend voltrek. Die verval van norme en waardes is veral verswarend vir opvoeding en volwassewordingshulp. Ouers en kinders moet onder verswarende omstandighede die verantwoordelikheid opneem om harmoniese en Iiefdevolle verhoudinge in die gesin te stig en te onderhou. Ondersteunings- en begeleidingsprogramme vir ouers en kinders om toereikende opvoedingsbegeleiding en selfaktualisering te verseker, word aanbeveel. Hierdie programme moet op die mikro-, meso- en makrovlak van die samelewing geloods word. / The post-modem society of the 21st century is characterized by dynamic changes which determine the quality of family life and educational support in families. This study aims to determine, by means of a comprehensive literature study and qualitative investigation, the nature, extent and influence of social phenomena on the constitution and maintenance of relationships as well as the quality of educational support in contemporary urban families. Findings show that some families are vulnerable, that relationships deteriorate and that educational support is inadequate as a result of these changes. The decline of norms and values is an aggravating factor in education and adolescence support. Parents and children have to take responsibility to establish harmonious and loving relationships in the family. Support and guidance programmes are recommended for parents and children to ensure adequate educational support and self-actualization. These programmes must be launched on the micro, meso and macro level of society. / Educational studies / M. Ed. (Sosio-Opvoedkunde)

Die 21ste eeuse postmodeme samelewing word gekenmerk deur dinamiese veranderinge op aile gebiede wat die kwaliteit van die gesinslewe en opvoedingsbegeleiding binne gesinne bepaaL Hierdie studie poog om aan die hand van 'n omvangryke literatuurstudie en kwalitatiewe ondersoek, die aard, omvang en invloed van sodanige samelewingsverskynsels op verhoudingstigting- en onderhouding en die kwaliteit van opvoedingsbegeleiding in eietydse stadsgesinne te bepaal. Bevindinge toon dat sommige gesinne, as gevolg van hierdie veranderinge, uiters kwesbaar is, dat verhoudinge ontaard en opvoedingsbegeleiding ontoereikend voltrek. Die verval van norme en waardes is veral verswarend vir opvoeding en volwassewordingshulp. Ouers en kinders moet onder verswarende omstandighede die verantwoordelikheid opneem om harmoniese en Iiefdevolle verhoudinge in die gesin te stig en te onderhou. Ondersteunings- en begeleidingsprogramme vir ouers en kinders om toereikende opvoedingsbegeleiding en selfaktualisering te verseker, word aanbeveel. Hierdie programme moet op die mikro-, meso- en makrovlak van die samelewing geloods word. / The post-modem society of the 21st century is characterized by dynamic changes which determine the quality of family life and educational support in families. This study aims to determine, by means of a comprehensive literature study and qualitative investigation, the nature, extent and influence of social phenomena on the constitution and maintenance of relationships as well as the quality of educational support in contemporary urban families. Findings show that some families are vulnerable, that relationships deteriorate and that educational support is inadequate as a result of these changes. The decline of norms and values is an aggravating factor in education and adolescence support. Parents and children have to take responsibility to establish harmonious and loving relationships in the family. Support and guidance programmes are recommended for parents and children to ensure adequate educational support and self-actualization. These programmes must be launched on the micro, meso and macro level of society. / Educational studies / M. Ed. (Sosio-Opvoedkunde)