Thesis (MPhil (Afrikaans and Dutch))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: In this study the balance between relational and expressive messages on the
image formation and projection of a document is studied. To study the effect of
these messages, a case study was done on one of the donation letters of
Stellenbosch University (SU).
The purpose of the research was firstly to established what the image formation
and projection of the SU was. The quality of the SU’s image and communication
had to be determined. Secondly, the degree of attachment between die SU and
respondents was measured to see if it had any influence on the way that they
perceived the SU.
The IFP-model (Image Formation and Projection model) served as a theoretical
basis for the study – the model postulates that various document design aspects
and concepts such as image, identitity and culture influence each other. The
model was then used to a) identify problematic areas in the documentation b)
form the basis of the questionnaire and c) explain the connection between the
image formation and projection, and the style aspects in die document.
The third goal of the research was to operationalize the relational and expressive
messages by manipulating specific style aspects. The researcher had determined
that the two messages were imbalanced in the original donation letter, to the
extent that the reader did not have any real ‘presence’ in the document. The
researcher then proceeded to design a second version of the donation letter, but
with the relational and expressive messages brought into balance.
Alumni of the SU were chosen as respondents for the study. The Stellenbosch
Foundation distributed the questionnaires, along with the two versions of the
letter. The researcher had decided upon e-mail as a distribution channel to
discount any geographical bias. Two variables were used: Race (coloured and
white persons) and age. Younger than 35 years of age, and 35 years of age or
older than 35 were chosen as arbitrary cutoff points for respondents.
The results were processed statistically so that trends and data could be
displayed clearly. Results showed that alumni do have a positive image of the SU,
as well as its communication. Alumni also feel reasonably connected to the SU. A
strong preference was however shown for the redesigned donation letter, wherein the two messages are balanced out. This means that the SU’s image is projected
in a more positive way in a document where the reader has a bigger presence. / AFRIKAANSE OPSOMMING: In hierdie studie is daar ondersoek watter invloed ‘n wanbalans tussen die
relasionele en ekspressiewe boodskappe in ‘n dokument op die beeldvorming en
projeksie van daardie dokument het. Vir hierdie ondersoek is een van die
Universiteit Stellenbosch (US) se donasiebriewe as gevallestudie gebruik.
Die doel van die navorsing was eerstens om te bepaal hoe die beeldvorming enprojeksie
van die US daar uitsien. Daar moes dus vasgestel word hoe gunstig die
beeld van die US is en wat die opvatting oor die US se kommunikasie is.
Tweedens is gepoog om die graad verbondenheid en verhouding tussen die US en
die respondente te meet, om te sien of dit ‘n invloed het op hoe hulle die US sien.
Die IFP-model (Image Formation and Projection) dien as ‘n teoretiese basis vir
die studie – die model postuleer dat verskeie dokumentontwerp-aspekte en
konsepte soos beeld, identiteit en kultuur, ‘n wedersydse invloed op mekaar het.
Die model is dus gebruik om a) probleemareas in die dokument te identifiseer, b)
die basis van die vraelys te vorm, en c) die verband tussen die beeldvorming en
projeksie van die US, en die stilistiese aspekte te verduidelik.
Die derde doel van die navorsing was om die relasionele en ekspressiewe
boodskappe te operasionaliseer in verskeie stylaspekte, sodat dit gemanipuleer
kan word. Die navorser het bepaal dat daar ‘n wanbalans bestaan tussen die twee
boodskappe in die oorspronklike donasiebrief, en dat hierdie wanbalans
veroorsaak dat die leser nie werklik ‘n ‘teenwoordigheid’ in die dokument het nie.
Om die effek van hierdie wanbalans te toets, is ‘n tweede weergawe van die brief
ontwerp, waarin die twee boodskappe in balans gebring word.
Alumni van die US is as teikengroep gekies vir die studie. Die Stellenbosch
Stigting het vraelyste, tesame met die twee weergawes van die donasiebrief aan
hulle gestuur. Die navorser het besluit op e-pos as ‘n distribusiemetode om enige
geografiese bevooroordeeldheid te voorkom. Die twee veranderlikes was ras
(bruin en wit persone) en ouderdom. Jonger as 35, en 35 of ouer as 35 is gekies
as arbitrêre afsnypunt vir respondente.
Die resultate is statisties verwerk om duidelike tendense en data te bekom.
Resultate het getoon dat die alumni wel ‘n positiewe beeld van die US het, asook
sy kommunikasie. Alumni voel ook nog redelik verbonde aan die US. ‘n Voorkeur is egter getoon vir die herontwerpte brief, d.w.s. waar die balans tussen die
boodskappe eweredig is. Dit dui aan dat die US se beeld beter uitgedra sal word
(of op ‘n positiewer wyse) as die leser ingetrek word deur die teks.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/4249 |
| Date | 03 1900 |
| Creators | Van Wyk, Anica |
| Contributors | De Stadler, L. G., University of Stellenbosch. Faculty of Arts and Social Sciences. Dept. of Afrikaans and Dutch. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | Afrikaans |
| Detected Language | Unknown |
| Type | Thesis |
| Format | xv, 177 p. : ill. |
| Rights | University of Stellenbosch |
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