Includes bibliographical references (leaves 75-80). / This media dissertation researches the cell phone's actual and potential role as a multimedia tool of communication amongst South African youth and looks at how it can be used to platform youth stories for media and advertising. The youth's connection to the cell phone has come to mean so much more than its actual technological functions. This media dissertation investigates the cell phone phenomenon amongst the youth of today, by looking at both local and international trends, with a more intimate focus on the current trends amongst the South African youth. It will look at the sociology of the cell phone and the culture surrounding it. It will then consider new technology and how the cell phone's role may also be a tool for leapfrogging in South Africa. It is also important to consider the negative connotations that arise with the cell phone's infiltration amongst the youth.Through analysis of recent research about the cell phone's impact on the youth here and internationally, two opposing media directions are identified: the cell phone as a tool in marketing and advertising; and the cell phone as a tool in investigative journalism. By analyzing two different areas, this media dissertation creates a broad and holistic understanding of the cell phone's potential functions through a strong literature review. Firstly, the cell phone's function in marketing and advertising will be analyzed. This media dissertation will take into account the youth market in South Africa through a case study of one of South Africa's strategic consultancy companies: Instant Grass. Through a close look at the youth market now, it will be possible to create a greater understanding of the current trends and how to capitalize on these trends. In terms of marketing and advertising, this media dissertation then discusses an advertising exercise with a youth group studying Film and Media Studies at the University of Cape Town. Secondly, the cell phone in terms of media and investigative journalism will be analysed through fieldwork done with etv's 3rd Degree. This media dissertation looks at how the cell phone could be used as a tool for youth stories by looking at the parameters involved in creating investigative stories. This chapter also takes a look at the issue of citizen journalism in the digital publishing world today and the rate at which cell phone technology is spurring this development on.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uct/oai:localhost:11427/8121 |
| Date | January 2007 |
| Creators | Griffiths, Claire |
| Contributors | Glenn, Ian |
| Publisher | University of Cape Town, Faculty of Humanities, Centre for Film and Media Studies |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Master Thesis, Masters, MA |
| Format | application/pdf |
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