Thesis (MA)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: This thesis investigates ways in which the Fast & Frugal Heuristics (F&FH) programme in
the field of Judgment and Decision Making (JDM) theory can be brought to bear on the
phenomenon of disinformation. The study applies existing theory to develop an argument
around the capacity of the F&FH framework to respond in a normative, descriptive and
prescriptive fashion specifically to implicature-type disinformation. This leads to conclusions
about the usefulness of the programme for a specific field that is supposed to be within the
ambit of the programme.
The study attempts to answer the research question by examining the philosophical and
developmental history of JDM and of disinformation as a theme of inquiry. With the
necessary background as context, the phenomenon of disinformation is investigated,
specifically in the case of advertisements. Specific focus is given to pictorial metaphor that
may lead to disinformation.
The study concludes that F&FH only succeeds to some extent in its descriptive capacity,
whilst it fails to provide normative or prescriptive insights when faced with implicature-type
disinformation in the following ways: firstly, proponents of the F&FH programme seem selfcontradictory
about the value of F&FH as a decision making theory – on the one hand they
are generally positive about the its descriptive, normative and prescriptive abilities, whilst
fully admitting to fundamental problems in every aspect of the theory and its applications.
Secondly, even though there is a general admission of the importance of social and cultural
elements in decision making, F&FH still remains intrinsically individualistic. As such it will
fail to recognise deception and disinformation as those form part of a language act that is
specifically designed around hidden motives and specialised persuasion techniques. Thirdly,
F&FH will not be able to break free from the underlying issues it faces without breaking free
from its philosophical underpinnings. F&FH still remains primarily empiricist through its
behaviourist/positivist assumptions and application and as such fails to recognise the validity
of concepts such as meaning, belief and attitude. / AFRIKAANSE OPSOMMING: Die tesis ondersoek die wyses waarop die Fast & Frugal Heuristics (F&FH) program in die
veld van besluitnemingsteorie van toepassing gemaak kan word op die verskynsel van
disinformasie. Die studie gebruik bestaande teorie in terme van normatiewe, voorskrywende
en beskrywende toepassings om argument te ontwikkel rondom die kapasiteit van die F&FH
raamwerk om te reageer op spesifiek implikatuur-tipe disinformasie. Dit lei tot
gevolgtrekkings oor die bruikbaarheid van die program vir ‘n spesifieke veld wat
veronderstel is om binne die bestek van die program te val.
Die studie poog om die navorsingsvraag te antwoord deur die filosofiese en
ontwikkelingsgeskiedenis van besluitnemingsteorie asook disinformasie te ondersoek. Met
die nodige agtergrond as konteks word die verskynsel van disinformasie deur implikasie
ondersoek, spesifiek in die geval van die advertensies. Daar word spesifiek gefokus op
advertensies waar metafore wat ontwikkel word deur visuele beelde waardeur disinformasie
geïmpliseer kan word.
Die studie maak die gevolgtrekking dat F&FH slegs tot ’n mate sukses behaal as
beskrywende teorie terwyl dit nie suksesvol toegepas kan word as normatiewe en
voorskrywende teorie nie. Die volgende probleme word uitgelig: eerstens, voorstaanders van
die F&FH program hou teenstrydige perspektiewe voor – aan die een kant is hulle oor die
algemeen positief oor die teorie se beskrywende, normatiewe en voorskrywende kapasiteite
terwyl hulle openlik getuig van die grondliggende probleme in bykans elke faset van die
teorie en sy toepassings. Tweedens, ten spyte daarvan dat daar erkenning gegee word aan die
sosiale en kulturele aspekte van besluitneming bly F&FH primêr individualisties. As sulks
sal dit faal om valshede en disinformasie te herken aangesien beide elemente is van ’n
taalaksie wat spesifiek ontwerp is rondom versteekte motiewe en gespesialiseerde
oorredingstegnieke. Derdens, F&FH kan nie afstand doen van die onderliggende probleme
sonder om weg te breek van die onderliggende filosofiese grondslag nie. F&FH bly
hoofsaaklik empiristies deur die behavioristiese/positiwistiese eienskappe in die
onderliggende aannames en toepassings – as sulks gee dit nie erkenning aan die geldigheid
van konsepte soos betekenis, oortuiging en houding nie.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/19992 |
| Date | 03 1900 |
| Creators | Potgieter, Burger Gericke |
| Contributors | Muller, H. P., Stellenbosch University. Faculty of Arts and Social Science. Dept. of Information Science. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Rights | Stellenbosch University |
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