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In the third volume of this series, Media Studies, the emphasis is on media content and media audiences. Media content and media audiences (or users) are covered from methodological and theoretical perspectives.
For the revised reprint of this volume, a new introduction has been included to highlight the relevance of the current content and to contextualise within it the content of Volume 4 Social (New) Media and Mediated Communication Today (2017).
Part 1 of the book deals with: quantitative content analysis; communication and media semiotics; media, language and discourse; media and visual literacy; visual text analysis; textual analysis: narrative and argument; narrative analysis; film theory and criticism Part 2 deals with: media audience theory (dealing with the uses and gratification theory, reception theory and ethnography); questionnaire surveys in media research; field research in media studies; measuring media audiences; psychoanalysis and television as an illustration of an applied theoretical approach in media audience research.
Although the theory is based on material used in the USA and other overseas universities, South African students will be able to identify with the local examples, TV programmes and other mass media, and the political and social experiences referred to in this title, many of which have been localised to reflect the South African context. Beginner students majoring in communication studies as well as those who are studying towards various degrees or qualifications where communication is a prerequisite, will find this title useful. In addition to interpersonal, group and mass communication, there is an extensive chapter on public speaking, which takes into account that many professionals today have to address their colleagues and business associates in order to succeed in their profession. Public speaking in this sense is a skill required by most graduates in any job or profession, and the chapter is pitched at these requirements as well as at speaking to larger audiences. The title is divided into two parts. The first provides students with a strong foundation of communication, while the second focuses on the areas of specialisation within communication studies. In addition, each chapter starts with the learning outcomes and a short overview of the chapter. Students may monitor their learning with the summaries and 'test yourself' questions at the end of every chapter. Scenarios provide examples of how the theory can be applied in practice.
In the second volume of the four-part textbook series on Media Studies the emphasis is again on the relationship between media and society. While further exploring media as an institution, this volume also introduces the topics of media regulation and content.
Volume 2 is guided in part by the question: How do we control and manage the media? Communications policy is explained, with overviews of how the Southern African media is externally and internally regulated to ensure a well-organised and disciplined modern media system. Strategic ways of managing the media are discussed. The book deals with the concept of media representation: How does the media reflect and represent reality or its aspects? Is the news that is presented an accurate portrayal of reality? How does the media deal with identity, race, gender, sexual orientation, the environment, AIDS, violence and terrorism?
This section thus critically analyses questions about how the media depicts people, topics, organisations and issues.
Prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful to current or future professionals at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions also address a full range of online and offline elements you can use to create a viable personal branding strategy. You learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition summarizes many of today's best practices for marketing activities on social media platforms to assist you in functioning most effectively and dealing with the rapid change that is a hallmark of social media.
The research techniques and methods discussed are applied to researching advertising, mass-media audiences, mass-media efficiency and organisational and development contexts. The research problems or issues addressed are also relevant to other communication fields, including political, government, marketing, intercultural, health and interpersonal and small-group communication, plus information and communications technology.
This second edition elaborates on the application of additional measurement scales and of content analysis. It contains more practical examples of the application of scientific criteria and it includes additional marginal notes that facilitate the comprehension of key concepts.
This up-to-date, comprehensive, user-friendly and accessible series has been written by key thinkers in Media Studies locally and from abroad.
Media Studies encompasses the systematic, critical and analytical study of the media, in all its forms, and sees the media as one of the most important generators and disseminators of meaning in contemporary society. Media Studies investigates who owns the media, who produces the media, media content and the users of the media. It investigates the power relationships between the media and politics, culture, economy, society, and above all, the relationship between the media and democracy.
At a time of radical shifts in power across the globe, the sixth edition of An Introduction to Political Communication examines the role of the media in the political process. Brian McNair reflects on the role of communication in key events such as the referendum vote for the UK's withdrawal from the European Union, the rise of nationalist populism in Europe, and the victory of Donald Trump in the 2016 US presidential election. He explores the use of communication as a weapon by Islamic State and other insurgent organisations, and by Putin's Russia in its dealings with the West, including the hacking of Democratic Party emails in 2016. McNair argues that an expanding globalised public sphere and digital media network have transformed political communication, allowing political actors, from politicians and pressure groups to trade unions and terrorist organisations, to bypass traditional, established media in communicating their messages. This sixth edition of McNair's classic text has been comprehensively revised and updated to include: the 2016 US presidential election and Donald Trump's rise to power; the UK's EU referendum of 2016, the Scottish independence referendum of 2014 and the `snap' UK general election of June 2017; the growing role in political communication of the internet and social media platforms such as Twitter, Facebook and YouTube, and their destabilising impact on the management of political crises all over the world including the shooting down of Malaysian Airlines MH17 and the disappearance of MH370, the Tianjin disaster in China and the Russian intervention in Ukraine; Islamic State's global jihad, and the use of social media as an instrument of terror; the growing capacity of WikiLeaks and other online sources, such as the International Consortium of Investigative Journalists, to challenge elite control of information.
There is a complex interaction between public relations and journalism, and students of these subjects need to know about both. Dynamics of public relations and journalism fourth edition unravels and explores these two worlds to enhance the journalistic skills of public relations students, at the same time providing students of media studies with invaluable insights into the complex, multidisciplinary field of public relations. This book highlights the interdependency of the two professions and explains - clearly, simply and succinctly - the need for their smooth synergy. In this fourth edition, chapters have been updated to help readers stay abreast of current trends in public relations and journalism. The advent of social media and its growing role in these areas has been one of the most significant changes since the publication of the previous edition of this book. Here, the authors discuss the influences, roles, functions and appropriate application of social media. In addition, a new chapter on corporate social media introduces social media as a public relations function, describing the attributes of social media engagement and the popular social networks that may be used in the corporate arena. The authors draw on their considerable academic and practical experience to give clear, concise guidelines for enhancing media relations through effective public relations practice.
Media Studies Volume 4, developed by its expert authors will deal with media theory and research in the context of how social (new) media and the convergence and digitisation of the media have changed and affected mediated communication today. Practical examples, case studies, applications, learning outcomes and exercises will be part of the book. This is the final volume in the Juta Media Studies series.
Introduction to communication studies for southern African students is an introductory textbook on the theories of and approaches to communication studies for first-year students. Building on the framework of the first edition it reflects the dynamic evolution of communication studies in the recent past, introducing new insights and approaches to communication media and digital communication. Acknowledging the unique requirements of the African communication environment, the text is illuminated with a range of uniquely South and southern African examples to contextualise the theory, with chapters written by leading academic authors from east and southern Africa.
Media and Society explores the relationship between the media, their institutions and the world we live in, examining how they are connected and how society and the media affect each other.
The book analyses representations of the world found in films, television, advertisements, news and online to understand the impact of the media in the contemporary world. The sixth edition explores several themes throughout the text, including the contradictory nature of the media and the psychological concerns of the media, to provide clear explanations of complex theories and ideas.
This is a clear and comprehensive guide to the major theories of popular culture. Dominic Strinati provides a critical assessment of the ways in which these theories have tried to understand and evaluate popular culture in modern societies. Among the theories and ideas the book introduces are mass culture, the Frankfurt School and the culture industry, semiology and structuralism, Marxism, feminism, postmodernism and cultural populism. Strinati explains how theorists such as Adorno, Barthes, Althusser and Hebdige have grappled with the many forms of popular culture, from jazz to the Americanization of British popular culture, from Hollywood cinema to popular television series, and from teen magazines to the spy novel. Each chapter includes a guide to key texts for further reading and there is also a comprehensive bibliography. This new edition has been fully revised and updated.
Ethics in the media is a topic of some heated discussion right now in South Africa and is clearly a challenge to practitioners as well as students of communication and media studies. Communication and media ethics in South Africa introduces and grapples with notions of ethical principles and practices, and how these may be applied in a diverse and challenging local context that is still undergoing political and policy transformation. This timely book has been written by reputable South African academics in the field.
The Citizen in communication is a compilation of contemporary, accessible material from reputable academics with an interest in the South African media, and the changes that are currently impacting on the public's ability to engage with it. The title addresses two vital sections of the communication landscape in South Africa. Firstly, it introduces notions and practices of citizen journalism in the growing trend of civilians providing media footage, blogging and SMS commentary. Secondly, it looks at the prevalence and effectiveness of community media, as well as the challenges such media face on a day-to-day basis. In this way, the text explores the scope and effectiveness of two alternative forms of communication that in theory are designed to allow for the 'voiceless' citizenry to express their opinions and experiences. To enhance active learning practices, each chapter starts with key terms and concepts. South African examples are provided to show relevance and the applicability of theoretical frameworks. To assist with the consolidation process, each chapter ends with topics/questions for discussion and suggested further reading.
Developed by the University of Cape Town, Professional Communication: Deliver effective written, spoken and visual messages third edition is aimed at all professionals and students in business, industry and higher education institutions. The book offers sound advice, clear guidelines and numerous practical examples. This edition reflects how communication techniques have responded to the electronic age. It contains formats for all forms of academic and professional communication.
The new Southern African edition of this popular introductory textbook offers students a practical and accessible framework for developing their intercultural communication skills. It provides a global perspective on intercultural communication while allowing students to contextualize their knowledge with relevant examples, applications and perspectives. Recognizing that students in Southern Africa come from diverse cultural, ethnic and linguistic backgrounds, Experiencing Intercultural Communication provides discussion of issues and perspectives they can apply to everyday life and to broader contexts. For instance, the book looks at the challenges posed by numerous native languages in schools and healthcare settings; it explores the opportunities for and barriers to building intercultural relationships in post-Apartheid South Africa; and it considers the impact of globalization and the communication of Western paradigms of modernization and development.
Since their emergence around 1985, the new media have significantly changed the way in which we, the consumers, view and interact with our everyday world. Developed countries already have access to advanced new media applications, while developing countries are continually making innovations and increasing their presence in the new media sector. New media in the information society discusses social, economic, educational, political and regulatory aspects of the new media, as well as their impact on society and users in general. New media in the information society guides the student through the world of new media - from earliest history to modern-day theories and applications. Large-scale issues such as e-government, cyber crime and Internet policy are explored, although the focus remains on the impact of new media on the individual. Revision questions are provided for each chapter. Contents include the following: Social networking; virtual worlds; new media and journalism: offline and online newspapers and magazines; mobile telecommunications, promotion and distribution; globalisation and the public broadcaster; information and communication technology infrastructure in South Africa and the rest of Africa; internet addiction disorder. New media in the information society is aimed at senior undergraduate students who are studying new media courses or information and communication technology modules, as well as at students of telecommunications policy and regulation. Telecommunications policy researchers and ICT sector analysts will also find this book useful.
With the launch of the first edition of Integrated marketing communication (IMC) in 2001, it was the first title with this title; currently it still is. In recent international publications on this topic, authors have questioned the use of the concept IMC, preferring integrated brand promotion (IBP). These authors argue that IMC emphasises the communication effort, but that IBP goes beyond this, and they postulate that coordinated promotional messages need to have brand-building effects and not just communication effects. By implication it can be deduced from that statement that integrated marketing communication does not contain brand-building effects - which, of course, is not true. The use of the term promotion is also too limiting and refers to a specific communication device, therefore the authors of this book contend that IMC is still valid. The authors' view is that the brand is crucial and must be the focus when the situation and strategy require it. The central role of brand has been addressed in this title, and the importance is frequently mentioned in the various applications of the IMC elements. Since the publication of the second edition in 2005, valuable comments have been received from users. The validity of information was re-assessed, and new updates were made in terms of theory and South African market statistics. In addition, new cases have been included in various chapters, measurement techniques have been added in each chapter and more examples have been included.
This much-needed title is an introductory text for novice researchers - undergraduate students or junior postgraduate students who are encountering research methodology for the first time. A number of additional features make this title resource for scholars, academics, researchers, psychologists, social workers, teachers and clients: It gives an overview of international perspectives on research methodology. It critically analyses germane questions such as, "What is the language of research" and "How does one pose the right research question?" It facilitates an understanding and application of theories, goals, methods and strategies in research. It examines the historical and philosophical underpinnings of qualitative, quantitative and mixed methods research and suggests how these three approaches may be used to conduct research.
Research writing: breaking the barriers is a title for those who regularly write documents based on research. If you find your writing is stale and you are unable to improve it, or you are trying to understand why you cannot finish a paper, or perhaps you are feeling jaded and disillusioned with the environment of 'publish or perish' and would like to gain a sense of control, enjoyment and inspiration from doing research and publishing, then this title is for you. While it is conceptualised around qualitative research writing in an academic context, the title focuses on generating quality ideas, demystifying the writing process and breaking the barriers of real and imagined writing restrictions. Any researcher can benefit from this creative adventure.
New media technology influences our lives in various ways at home and at work. In this publication the contributors share their knowledge of and expertise in the Information and Communication Technology (ICT) sector to provide the reader with information on the latest developments in this field, especially in selected African countries.
More than you would expect from a textbook with language you can understand, material that is relevant to you, your world and your circumstances, diverse opinions from many institutions, continents and cultures, and all the skills and content you need to succeed in your studies. A series that responds to the real needs of students without compromising the highest academic standards.
This title begins with an overview of mass communication research and the ethics of research. It then explores each major approach to research, including qualitative research, content analysis, survey research, longitudinal research, and experimental research. The text continues with a section on data analysis and concludes with a forward-looking section on applying research methods to the primary areas of interest including print, electronic media, advertising, and public relations. Coverage of mass media research and the Internet, which was presented in a concluding chapter in the previous edition, has now been integrated as appropriate throughout the text.
This manual has been developed for the majority of practsing photographers and photojournalists in Southern Africa.
Written for beginning journalism students, this primer explains how to craft news for presentation in the best possible manner by reading, interviewing, writing, and rewriting. With information on journalism across all media platforms, this text will prepare students to do exceptional reporting for print, television, and online outlets.
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