Thesis (MA)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: This study focuses on a critical examination of the communication-theoretic properties of
persuasive messages in the Volunteer campaign in South Africa. Five articles have been
analysed according to two premises which form the theory of Larson (1975), entailing
content premises and process premises. The content premise is used in the analysis of
two articles of this study, namely: the first and the fifth article, and it concentrates solely on
the theme on both articles. The theme concentrates on persuasive messages in the
letsema/ilima volunteer campaign in South Africa. In the analysis of the content premises
emphasis is put on the cause to effect reasoning. The other articles focus on the process
premises only.
The process premises focus on the three different types of processes, namely: the need,
the attitude and consistency. As regard the need, the study puts emphasis on the esteem
need. As regard attitude, emphasis is put on the evaluative responses. As regard the
consistency, emphasis is put on the two types of consistency, namely: consonance and
dissonance. In terms of consonance, emphasis is on the analysis of reassurance of
security. In terms of dissonance, emphasis is on the analysis of sense of guilt. / AFRIKAANSE OPSOMMING: Hierdie studie fokus op 'n kritiese ondersoek van die kommunikasie-teoretiese eienskappe
van oorredende boodskappe in die Vrywilligerveldog in Suid-Afrika. Vyf artikels word
ontleed in die studie binne die raamwerk van twee premises van Larson (1975), nl. die
inhoudpremis en die prosespremis. Die inhoudpremises word aangewend in die analise
van twee artikels, nl. die eerste en die vyfde artikel, en daar word uitsluitlik gefokus op die
tema van hierdie artikels. Die tema in hierdie artikels hou direk verband met oorredende
boodskappe in die letsema/ilima vrywilligerveldtog. In die analise van die inhoudpremises
word veral klem geplaas op die oorsaak-effek redenasie. Die analise van die ander drie
artikels fokus op die prosespremise.
Die prosespremise fokus op drie verskillende prosesse, naamlik die behoeftepremis, die
houdingpremis, en die konsekwentheidpremis. Aangaande die behoeftepremis, word klem
geplaas in die ondersoek op die waarde-behoefte. Ten opsigte van die houdingspremis, is
die klem op die evaluatiewe response. Rakende die konsekwentheidspremis, beklemtoon
die analise twee soorte konsekwentheid, naamlik konsonansie en dissonansie. Die
ondersoek van konsonansie fokus op die versekering van sekureiteit, terwyl die analise
van dissonansie, klem plaas op die analise van skuld. / ISIXHOSA ISISHWANKATHELO: Esi sifundo sijolise kwimiyalezo elukuhlayo ejolise kwilima eMzantsi Afrika. Ekwenzeni
oku, kuhlalutywe amaphetshana amahlanu ngokwezindululo zesiseko ezibini ezize
noLarson (1975) ezizezi: Isiqulatho sesindululo sesiseko nenkqubo yesindululo sesiseko.
Isiqulatho sesindululo sesiseko sisetyenziswe kumaphetshana amabini angala: elokuqala
nelesihlanu, kwaye siqwalasela umxholo kuwo omabini la maphetshana. Lo mxholo
uqwalaselweyo ngulowo ujongene nemiyalezo yolukuhlo kwiphulo lokwenza ilima
eMzantsi Afrika. Kwisiqulatho sesindululo sesiseko kugxininiswe kwingqiqo kanobangela
ukuya kwisiphumo. Kwamanye amaphetshana kuqwalaselwe inkqubo yesindululo
sesiseko kuphela.
Inkqubo yesindululo sesiseko inike ingqwalasela kwiindidi ezintathu zeenkqubo ezizezi:
Imfuno, isimilo nokungaguquguquki. Kwimfuno ingqwalasela ibekwe ibekwe kwimfuno
yokuzingca. Kwisimilo ingqwalasela ibekwe kwiimpendulo zokuhlola. Kukungaguquguquki
ingwalasela ibekwe kuzo zombini iindidi zokungaguquguquki ezizezi: Isivumelwano
nokungavumelani. Kwisivumelwano kubekwe ingqwalasela ikakhulu kwisiqinisekiso
sokhuseleko. Ekungavumelanini kugxininiswe kuhlobo Iwako olubizwa ngokuba luluvo
lokuba netyala.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50213 |
| Date | 03 1900 |
| Creators | Mashiyi, Phozisa Christina |
| Contributors | Dlali, M., Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of African Languages. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | xh_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 193 pages |
| Rights | Stellenbosch University |
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