Theses And Dissertations

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    The Impact of Online Advertising on Consumerism, Amongst University of Fort Hare Students
    (University of Fort Hare, 2008) Igonor, Omolara
    The penetration and significance of the internet to communication processes have made it an essential accessory in commercial processes. The internet is the platform for various new developments in telecommunications and media, including the advertising sector. Marketers are beginning to set aside part of their advertising budget for online advertising. This study explores the impact of online advertising and its promotion of consumerism amongst students. Specifically‚ the study examines to what extent are students exposed to online advertising, how much the exposure to online advertising influences student consumerism and what are the reasons for the growing use of the internet as a channel of advertisements. This research is built on a multidisciplinary approach in terms of its theoretical framework by combining theories from mass media, new media, advertising and political economy, because the internet is a part of the mass media, in as much as it is a new form of media. A single theory approach can not exhaustively address the questions of the social impact of online adverting therefore these three theories namely; technological determinism, cybernetic capitalism and Suggestion theory are employed. Three concepts of online advertising in the market arena namely; a seller’s market is emerging in online advertising; marketers are demanding more accountability and consumers are demanding more control are examined in this study. This study hypothesized that the invasion of the internet by online adverts, is promoting the equation of personal happiness with the purchasing of material possessions and consumption, otherwise known as consumerism amongst students. Results of the study revealed that; students respond to online adverts; it motivates them to purchase and more than half confessed to consuming online advertised Services and products in order to feel happy and to fall into a social class in the society. Recommendations are made with regards to balanced viewing of educational online adverts by students, students not equating consumption or purchasing with happiness and the school subscribing to various recent journals.
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    Access to Information and Communication Technologies (ICT’s) in Rural Communities: A Case of Mutare Rural District in Manicaland, Province Zimbabwe
    (University of Fort Hare, 2008-01) Chigovanyika, Martha
    This study aims at investigating the limitations to accessing ICTs and how access to ICTs can benefit people from Mutare rural district. The Zimbabwean government has recognised the impact that ICTs will have on society and has already assessed’ the status quo of ICTs in the different sectors of the economy ( ICT Survey, 2005). lt is from this basis that the researcher will try to investigate whether everyone especially those in rural areas such as Mutare Rural could also benefit from the potential benefits (flered by ICTs. This study will also investigate how access can improve the socio-political and economic activities in Mutare Rural District. The study will also explore the ways in which access to ICTs can improve livelihooals in Mutare Rural District. Basing on the universal policy of the Zimbabwean government, the study will identify/ types of ICTs that the people of Mutare Rural District have access to. It will also identify / how access can facilitate development in Mutare Rural District. At the end of the study the researcher aims to come up with recommendations in regard to provision of suitable ICTs for Mutare Rural District.
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    An evaluation of the suitability of the four flows model in an approach to crisis management : a study of the University of Fort Hare
    (University of Fort Hare, 2015) Nyathi, Noel Neville
    It cannot be denied that communication plays a central role in organisation. This study conceptualises why insufficient organisational communication can incubate crisis and how faulty organisational communication systems may lead to recurrent crises. If the absence of communication can incubate crises such as student protests, questions arise whether organisational communication theory can be used as a guide to an organisations’ communication system to prevent organisational crisis from occurring. McPhee and Zaug (2000) argue that communication constitutes organisation by conceptualising the four flows model of organisational communication. Specifically, this study explored the suitability of the four flows model in a proactive approach to managing crises. The purpose of this study was to interpret the case of managing student protests at the University of Fort Hare so as to evaluate the suitability of the four flows model as an proactive approach to organisational crisis management.
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    Corporate social responsibility as a strategy for enhancing brand value : a study of Pep Store, Alice town, South Africa
    (University of Fort Hare, 2015) Malima, Ncumisa
    This study examined the use of Corporate Social Responsibility (CSR) as a strategy for enhancing brand value. The researcher studied the CSR of a South African retail store (Pep stores) in Alice town. Qualitative research methods, namely, interviews and focus groups were used to gather data for the analysis. The researcher interviewed 2 managers, each from each store and had 2 focus groups for customers from each store since they are two Pep stores in Alice. The Stakeholder theory and Corporate social performance theory were used to analyse the research findings. The findings of the study point that CSR can be used to enhance an organisation’s brand value and increase its sales.
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    The role of Information and Communication Technologies in implementing educational and infrastructural development projects: Case studies from Alice, Middledrift and Fort Beaufort in South Africa.
    (University of Fort Hare, 2016-06) Ngcume, Thandisizwe Thando
    This study evaluated the role of ICTs in implementing educational and infrastructural development projects in Alice, Middledrift and Fort Beaufort. A survey in form of questionnaires was employed in which 120 questionnaires were randomly distributed across households. Forty questionnaires were distributed in each of the three areas understudy. This was supported by one focus group discussions in each area. The findings of the study showed that ICTs play a crucial role in enhancing development. However, the findings of the study further revealed that ICTs in Alice, Middledrift and Fort Beaufort are not well understood yet for educational and infrastructural development. Only a small proportion of respondents showed understanding and use of ICTs and these include students, teachers and others who are computer literate.