Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011. / This research focuses on whether social media is an effective means of
communication to external stakeholders and investigates communication between
Cape Peninsula University of Technology (CPUT) to its student-stakeholder group on
four levels of interaction; namely institution, faculty, department and subjects. It
provides answers to the questions, "How does CPUT communicate to students?"
"What is the CPUT student-stakeholder's preferred method of communication?" and
"What content does the CPUT student-stakeholder want to hear about?" to answer
the bigger question, "Is social media an effective means of communication to CPUT
students?" Using a conceptual framework based on Edward Freeman's work on
stakeholder communication and Grunig's communication theory, the research
considers the role that social media could play in the communication mix; whether
CPUT should communicate to students using a medium on which they are already
active; as well as what is/are an appropriate method/s of communication to reach
student-stakeholders. Findings include the students' perception of social media as
well as the state of communication from CPUT to the students and the platform/s the
student-stakeholder would prefer. Further research is recommended to consider the
use of a mobile platform for communication to students.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cput/oai:localhost:20.500.11838/2314 |
| Date | January 2011 |
| Creators | Abrahams, Rifqah |
| Contributors | Pike, Marian E |
| Publisher | Cape Peninsula University of Technology |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | http://creativecommons.org/licenses/by-nc-sa/3.0/za/ |
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