Die impak van die gebruik van "burokratees" op 'n instansie se beeld - 'n gevallestudie

Sloet, Amor (2010-03)

Thesis (MPhil (Afrikaans and Dutch))University of Stellenbosch, 2010.

Thesis

ENGLISH ABSTRACT: The purpose of this study is to investigate the use of bureaucratese in government institutions‟ external communication and the effect that it has on the institution‟s image. Furthermore the impact that this communication has on the institution‟s relationship with it‟s audience should also be explored and the notion that it creates a power distance relationship should be examined. Firstly the Communication Model for Image Formation and Projection (De Stadler, s.a.1) is discussed to explain the connection between communication and institutional image. Then relevant concepts, for example, image, communication, bureaucratese and power distance are explained. Secondly, bureaucratese is explained as a register and is then divided into it‟s different aspects. These aspects relate to style choices as informed by the literature on the Plain Language Movement. This set of aspects or dimensions then creates the criteria for the analysis of 16 texts. This study does not only use qualitative data, but also quantitative data and therefore a questionaire was sent out to 80 respondents. The purpose of the questionaire was to retrieve data that couldn‟t be obtained from the qualitative data. These aspects were the image of the institution and also the relationship between the institution and it‟s audience. The results show that bureacratese does have a negative impact on an institution‟s image. It also shows that the use of burocratic language creates a power distance relationship between an institution and it‟s audience. Language (in this case burocratic language) becomes an instrument through which the culture of an institutions is transferred from inside the institution onto it‟s audience.

AFRIKAANSE OPSOMMING: Die doel van hierdie studie is om uit te vind of die gebruik van burokratees in regeringsinstansies se eksterne kommunikasie die betrokke instansie se beeld beïnvloed. Daar word ook gekyk na die effek van dié kommunikasie op ‟n instansie se verhouding met sy teikengroep en of ‟n magsafstandverhouding op hierdie wyse bewerkstellig word. Die invloed van die verhouding tussen die instansie en die instansie se teikengroep word dan ondersoek. Daardeur word vasgestel hoe die instansie se beeld by die teikengroep beïnvloed word. Eerstens word die Communication Model for Image Formation and Projection (De Stadler, s.a.1) bespreek om sodoende die verbande tussen beeld en kommunikasie te verduidelik. Daarna word gekyk na konsepte soos beeld, kommunikasie, burokratees en magsafstand. Tweedens word burokratees as register beskryf en die verskillende aspekte van hierdie register uitgelê. Die bespreking van die verskillende aspekte van burokratees word gesteun deur die literatuur oor die Plain Language Movement. Laasgenoemde aspekte van die register bepaal dan die kriteria waarvolgens 16 tekste geanaliseer word. Omdat hierdie studie van kwalitatiewe en kwantitatiewe data gebruik maak, word ook ʼn vraelys uitgestuur aan 80 respondente. Die doel van die vraelys is om dit wat nie deur die kwalitatiewe studie gemeet kan word nie, te bepaal. Hier word met ander woorde verwys na die beeld van die instansie asook die verhouding tussen die instansie en sy teikengroep. Die resultate dui wel daarop dat burokratees ‟n negatiewe impak op ʼn instansie se beeld het. Dit wys verder uit dat ‟n bepaalde verhouding geskep word tussen ‟n instansie en sy teikengroep indien daar op ‟n burokratiese wyse gekommunikeer word. „n Magsafstandverhouding ontstaan as „n gevolg van hierdie kommunikasie, omdat taal die instrument is wat die kultuur van binne die instansie na buite dra.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/4335
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