Die invloed van patriotisme as oorredingsmeganisme in 'n Suid-Afrikaanse konteks : 'n ondersoek na patriotiese advertensies se effektiwiteit onder wit en bruin Suid-Afrikaners

Jubelius, Jo-Lize (2013-03)

Thesis (MPhil)--Stellenbosch University, 2013.

Thesis

ENGLISH ABSTRACT: In this study patriotism as a persuasive mechanism in persuasive texts was described. The establishment of the construct and the extensive analysis thereof in 20 texts was the primary goal of the study. For the analysis of the phenomenon an analytical model was developed. A pilot study to determine the usefulness of questionnaire methodology for a reader-focused assessment of the effectiveness of these texts was also done. The goal of the pilot study was to determine, among other things, whether readers’ age and population group may in any way play a role in the effectiveness of patriotic advertisements. Since the literature concerning patriotism as a persuasive tool is very limited, patriotism as a persuasive tool was conceptualized by examining two constructs, namely patriotism as political concept and persuasion. After the above conceptualization, a theoretical model for the application of patriotism as a persuasive tool was developed. This theoretical model assumes that patriotism embodies two forms in persuasive texts, namely verbal and non-verbal. The verbal forms of patriotism include content (thematic), word choice and verbal rhetorical devices, while graphic rhetorical devices fall within the non-verbal form. The theoretical model was applied to twenty patriotic advertisements to determine the extent to which patriotism can be used as a persuasive tool. Three of these advertisements were selected for a reader-oriented investigation (which was mainly quantitative through the use of a questionnaire), since only a limited number of respondents completed the comments section in the questionnaire. Respondents from the white and coloured population groups were chosen for the reader-oriented investigation. Their ages were divided into two groups, namely 35 years and younger and 36 years and older. In the three selected advertisements patriotism was utilised in different degrees, namely strikingly positive, subtle and negative. During the reader-oriented investigation respondents' levels of patriotism and their attitudes toward the communication of patriotism were tested before they studied the advertisements. Respondents’ levels of patriotism were again tested after they studied the advertisements. The purpose of this was to determine whether the advertisement had any influence on the respondent's patriotism. Furthermore, the questionnaire tested respondents' degree of persuasion, attention and appreciation toward each advertisement through quantitative research. The results indicate that age and population group do not play a role in respondents' levels of patriotism and communication thereof, but that there were strong differences between population groups regarding the manner in which the advertiser refers to patriotism. One of the main findings was that the coloured population group was not in favour of the negative way that one of the advertisements referred to patriotism, while white respondents’ scores were more or less homogeneous towards all three advertisements.

AFRIKAANSE OPSOMMING: In hierdie studie is patriotisme as oorredingsmeganisme in oorredende tekste beskryf. Die vestiging van patriotisme as konstruk en die uitgebreide analise daarvan in 20 tekste was die primêre doel van die studie. Met die oog op die analise van die verskynsel is ’n analise-model ontwikkel. Daar is ook ’n verkennende studie uitgevoer na die aanwending van vraelysmetodologie vir die lesergerigte toetsing van die effektiwiteit van hierdie tekste. Die verkennende ondersoek wou onder andere bepaal of ouderdom en bevolkingsgroep enigsins ’n rol speel in die effektiwiteit van patriotiese advertensies. Aangesien die oor patriotisme as oorredingsmeganisme uiters beperk is, is patriotisme as oorredingsmeganisme gekonseptualiseer deur die bespreking op twee punte te fokus, naamlik patriotisme as politieke konsep en oorreding. Na afloop van die bogenoemde konseptualisering is ’n analise-model vir die aanwending van patriotisme as oorredingsmeganisme ontwikkel. Hierdie model veronderstel dat patriotisme verbale en nie-verbale verskyningsvorme in die oorredende teks het. Die verbale verskyningsvorme van patriotisme sluit inhoud (tematiek), woordkeuse en verbale retoriese middele in, terwyl patriotisme nie-verbaal oorgedra word in grafiese retoriese middele. Die teoretiese model is op twintig “patriotiese” advertensies toegepas om te bepaal tot watter mate patriotisme as oorredingsmeganisme aangewend word. Drie van hierdie advertensies is vir ’n lesergerigte ondersoek gekies, wat hoofsaaklik kwantitatief is, aangesien slegs ’n beperkte hoeveelheid respondente die kommentaar-afdeling in die vraelys ingevul het.Respondente uit die wit en bruin bevolkingsgroepe is vir die lesergerigte ondersoek gekies. Hulle ouderdomme is in twee groepe verdeel, naamlik 35 jaar en jonger en ouer as 35 jaar. In die drie advertensies wat gekies is, word patriotisme in verskillende grade aangewend, naamlik opvallend positief, subtiel en negatief. Die lesergerigte ondersoek het geskied met behulp van ’n vraelys. Tydens die lesergerigte ondersoek is respondente se vlakke van patriotisme en houdings oor die kommunikasie daarvan getoets voordat hulle die advertensies bestudeer het, waarna hulle patriotisme weer na elke advertensie getoets is. Die doel hiervan was om te bepaal of die advertensie ’n invloed op die respondent se patriotisme het. Verder het die vraelys respondente se mate van oortuiging, aandag en waardering tot elke advertensie getoets deur middel van kwantitatiewe navorsing. Die resultate dui aan dat ouderdom en bevolkingsgroep nie ’n rol speel in respondente se vlakke van patriotisme en die kommunikasie daarvan nie, maar dat daar sterk verskille tussen bevolkingsgroepe was vir die manier waarop die adverteerder na patriotisme verwys. Een van die vernaamste bevindinge was dat bruin bevolkingsgroepe nie ten gunste was van die negatiewe manier waarop daar na patriotisme in een van die advertensies verwys word nie, terwyl wit respondente min of meer homogene tellings teenoor al drie advertensies getoon het.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/80296
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