Masters Degrees (Journalism)
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Browsing Masters Degrees (Journalism) by browse.metadata.advisor "Retief, G. J."
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- ItemThe implications of the personalisation of the media www.ubuntu.co.za for democracy(Stellenbosch : Stellenbosch University, 2001-03) Naidoo, Trusha A.; Claassen, G.; Retief, G. J.; Stellenbosch University. Faculty of Arts and Social Sciences. Department of Journalism.ENGLISH ABSTRACT: This body of work is a post modern analysis of how the shift from mass to me media influences the role and structure of the media. Was McLuhan right, is the medium increasingly the message? Or is the post-modern media a totally different animal, a manifestation of popular culture and marketing rather than the socially responsible institution responsible for safeguarding democracy that it was envisioned to be by the American founding fathers? The underlying theme is the convergence of media and marketing and the resulting conglomeration and technological dependency forced on the reader and the writer. Who are the new mediators and how do they manage the media? In the mediatrix, the readers become media managers and the writers become surfers. The analysis begins with an examination of the contrast between real and virtual communities and how the media bridges this information gap. How does reporting in virtuality reflect reality? The body of the study has three parts, the shift from mass to me media, the alternative media spheres it has engendered and the controlling forces behind this transition. Throughout the study, mass media and me media are contrasted. The study ends with a look at the impact of technology .andpopular culture on the South African media and how the media will click through the future. Will the deeply entrenched communal values of ubuntu stave off the individualisation cocooning brings? That is, will the I before we focus of personalised media nurture the South African democracy or will itfoster mediocracy?
- ItemDie joernalis as openbare skakelbeampte : 'n ondersoek na die teoriee en praktyk van openbare skakelwese en die interaksie daarvan met die joernalisitek(Stellenbosch : Stellenbosch University, 2001-03) Muller, Wayne; Retief, G. J.; Stellenbosch University. Faculty of Arts and Social Sciences. Department of Journalism.ENGLISH ABSTRACT: Except for employing their journalistic skills in traditional positions at newspapers and magazines, journalists today also have a choice of a variety of interesting communication careers. A journalist may choose to be, among others, a copywriter at an advertising agency, a translator, a presenter on television or radio, a publisher, as well as a public relations officer (PRO). Public Relations, especially, has become an increasingly popular career choice for journalists, mostly at a later stage of their careers. Public relations is a professional career, and practitioners have long been trained as specialist in their field. Also, career-orientated courses in public relations are offered at tertiary institutions countrywide. Despite this, experienced journalists are still top candidates for positions as PROs at a variety of organisations. However, because public relations has become considerably specialised and professional over the past 20 years, journalists should acquire extra, "specialised" skills to practise public relations. Their journalistic skills do, however, form a basis for a career in public relations. But the skills and techniques of public relations should still be acquired and applied. The purpose of this mini-thesis is to discuss these skills, and ultimately prepare journalists for a career in public relations. Many definitions of public relations exist, but essentially it is a continuous, systematic and cyclical process that aims to create and maintain a positive image of an organisation. This process consists of four phases. Research is the continuous gathering and interpretation of information to determine who the organisation's publics are (demographic information) and what their attitudes towards and perspectives of the organisation and its products and/or services are. Planning is in itself a process. Through planning the PRO determines the objectives and strategy of a communication programme, which should influence the attitudes and perspectives of the publics. Communication is the execution of the planning through the techniques of, among others, writing and public addresses. Evaluation determines whether the objectives of a communication programme have been met. In addition to these techniques, it should further be noted that public relations is applied differently within different organisations because the objectives and publics of organisations differ. A career change from journalism to public relations demands adjustment. This is discussed in the second part of the mini-thesis. For a journalist to become a successful PRO, he should acquire and apply the skills discussed, as well as be prepare to experience the adjustments that distinguish public relations from journalism.
- ItemMedia relations management within a changing environment with specific reference to the University of the North(Stellenbosch : Stellenbosch University, 2001-04) Maqoko, Mlamli Cecil; Retief, G. J.; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism.ENGLISH ABSTRACT: This study focused on the representation of the University of the North in the national media during the period 1994-1999. A preliminary survey of newspaper reports indicated that during the post 1994 elections period the University had been getting negative coverage from the national media, especially the Mai/&Guardian.This period was also characterized by the intensification of transformation processes and other challenges within tertiary institutions. The aim of the study was to investigate how the national print media portrayed the university during the period 1994-1999 and to find out what role the Media Directorate of the division Development and Public Relations has played in the whole process. Both internal and external factors which had an impact on the representation of the university were also explored. This study is important in the sense that media relations is regarded as a strategic management tool whose purpose is to create mutual understanding between an organization and its internal and external stakeholders - more especially during the period when organisations are facing both internal and external changes. Communication is therefore seen as a central tool which is facilitating the transformation process. Seen against the tendency of the media to concentrate on conflict and events as major news stories - a conflict of interests then emerges. Content analysis was used to analyse newspaper articles (from the Mai/&Guardian and Independent Online/Star) covering the university between the period 1994-1999 and interviews were conducted with respondents who had been chosen purposely or specifically because their activities had a direct bearing on the media situation. The major themes or issues which had been the major focus of the media during the said period were then identified and evaluated in terms of the nature of the portrayal of the university . The study showed that the University of the North had been negatively portrayed in the media and that the absence of a Media Relations Officer, Media Relations Policy and the tendency of the media to focus on conflict as a news value contributed to the negative image of the university. It is hoped that the study will contribute towards the formulation of a media relations policy at the university, the assessment of the pace of and the whole transformation process and will highlight the major challenges facing public relations departments (and specifically the media sections) of historically black institutions in the current political dispensation.
- ItemDie rol wat goeie kommunikasie in die sukses van 'n maatskappy speel : met spesifieke verwysing na Sanlam(Stellenbosch : Stellenbosch University, 2001-03) Esterhuyse, Marie Elizabeth; Retief, G. J.; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism.ENGLISH ABSTRACT: The communication of the financial services group Sanlam was investigated to determine whether good communication plays a role in a company's successes. Communication in the company is fairly complex because Sanlam consists of various businesses that operate independently. Communication in Sanlam is nevertheless important, and the holding company as well as the businesses realise this. Sanlam's comprehensive communication with one of its most important target groups, namely shareholders and institutional investors, is proof of this. As Sanlam did not have shareholders until its listing in November 1998, communication with this group was not required before this date. Today it is extremely important to inform both the shareholders and analysts in detail about the company's financial results, activities and achievements to ensure success. Based on this information, analysts make deductions about the company and recommendations as to whether or not Sanlam shares are a good investment. Shareholders who have not been properly informed can therefore have a significant effect on the company's financial successes. There are a number of ways in which communication takes place with the various target groups inside and outside the company. Internal communication is regarded as important and internal newsletters, e-mail, television broadcasts and the Intranet are some of the tools used to inform staff. External communication also plays an important role. This includes, among other things, communication with shareholders and institutional investors, policyholders, the government and the general public. External communication mediums include, among other things, the main stream media as well as community press, the Sanlam Club magazine, letters, television broadcasts, the Internet, functions, corporate social involvement projects and sponsorships. As already mentioned, Sanlam consists of various businesses, of which Sanlam Personal Finance (SPF) is the largest. Communication in this business is discussed. SPF is responsible for its own internal as well as external communication and is mostly independent as far as this is concerned. SPF's means of communication and target market also differ from those of the Corporate Affairs department. From the study it is clear that Sanlam's communication plays a role in the company's successes. Although there is not always the required co-operation between the businesses and the holding company as far as communication is concerned, there is definitely the feeling that communication is important and that an effort should be made to ensure it is used to the company's advantage.
- ItemSuid-Afrikaanse motorpublikasies in die nuwe millennium(Stellenbosch : Stellenbosch University, 2001-03) Heese, Hans Friedrich; Retief, G. J.; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism.ENGLISH ABSTRACT: This study deals with the history and development of motoring publications in South Africa since the start of the twentieth century. An important aspect of the study is the examination of the profitability of specialist motoring publications that are in direct competition with motoring sections in newspapers, radio and television. The ability of the motoring media to draw advertisements - especially from the car manufacturers - is also scrutinised. In this study the problems encountered by journalists seeking information or feed-back from certain car manufacterers, are highlighted. The study also covers new technical developments such as the Internet and the numerous new motoring websites and closes with case studies of two new ventures; one which was successful, another which failed.