M.A. (Communication Studies) / To firstly formulate, from the literary review, an integrated model which describes the mass communication process. Specifically the relationship between orientation needs, media usage and agenda-setting in the broader context of the individual, the media, and society. The model was delineated to define the woman as individual, Rapport as medium, and orientation needs and agenda-setting in terms of media figures. The second aim was to conduct an empirical investigation using 197 female subjects (99 Rapport-readers and 98 non-readers). Two factorial scales for personal and social orientation needs in respect of media figures were constructed. Media usage in terms of media ,figures was measured with frequency scores. The agenda-setting effect with regard to specific media figures were determined by means of the Kendall correlation coefficient and Spearman rank order correlation. Media usage of Rapport by Rapport- . readers was determined. In addition, a factorial structure of Rapport-reader gratification in terms of media figure representation in Rapport was measured. In this investigation the importance of information about media figures in orientation needs, media usage and agenda-setting has been reaffirmed. Specific orientation needs (personal and social) and their respective dimensions have been identified. A marked agenda-setting effect with respect to media figures was determined, and possible relationships between orientation needs, media usage and agenda-setting were pointed out. Certain areas do, however, require further research. One fruitful area for investigation is the explanation of significant relationships between individual orientation need gratification, media usage and agenda-setting (with regard to media figures) within a specific societal context
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:10822 |
| Date | 23 April 2014 |
| Creators | Slabbert, Anna |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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