Lurking or listening? an ethnographic study of online and offline student political participation through the #MustFall protests at Rhodes University
- Authors: Govender, Carissa Jade
- Date: 2017
- Subjects: #Feesmustfall , #Rhodesmustfall , Social media -- Political aspects -- South Africa , Social movements -- South Africa , Political participation -- South Africa , Online social networks -- Political aspects -- South Africa , Student movements -- South Africa , Rhodes University -- Students
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/35123 , vital:24330
- Description: The way media is created and consumed plays an important role in political participation as it provides information, guides thinking and allows citizens to make informed political choices. It can also interrogate the status quo and challenge existing systems or power relations. This thesis discusses the use of social media by Rhodes University students in the context of the 2015 #RhodesMustFall and #FeesMustFall protests in South Africa. This thesis interrogates the concept of slacktivism, a term used to describe online or digital activism which is considered to be less active and not as effective as physical activism. Furthermore, the thesis acknowledges that even when digital political participation is recognised, the emphasis and value is placed on those who speak and create content. The thesis examines the notion of participation and what counts as active citizenship. In particular, the majority of social media users who merely lurk and never contribute to content creation or online discussions are further investigated. The qualitative methodological approach used for this thesis involved three parts which looked at student activity on Facebook, student engagement offline, and how students made sense of their online and offline involvement. Firstly, a cyberethnographic investigation was done in order to understand the cyber world in which students are present. Thereafter, a participant observation was carried out to immerse myself in the offline spaces that students engaged in politically, to get a better sense of how their online presence influenced or supplemented their offline activity. Finally, individual interviews were carried out with lurkers to determine why they did not participate in traditional ways, both online and offline. The findings suggest that lurkers are in fact doing more than just being passively present. The high levels of attention paid to content posted by others on social media, as well as the way that the content influences their offline lives suggest that the choice to lurk is far more active than assumed. Students are consciously deciding to lurk for a multitude of reasons, one of which is for the opportunity to learn. Social media is a fast developing; increasingly used form of communication and how political communication across social media platforms is framed affects what we consider to be active engagement. By using theories of listening and emotion talk, the thesis provides new ways of understanding lurking by Rhodes University students on social media, which in turn can lead to better listening, better understanding and greater political participation.
- Full Text:
- Date Issued: 2017
- Authors: Govender, Carissa Jade
- Date: 2017
- Subjects: #Feesmustfall , #Rhodesmustfall , Social media -- Political aspects -- South Africa , Social movements -- South Africa , Political participation -- South Africa , Online social networks -- Political aspects -- South Africa , Student movements -- South Africa , Rhodes University -- Students
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/35123 , vital:24330
- Description: The way media is created and consumed plays an important role in political participation as it provides information, guides thinking and allows citizens to make informed political choices. It can also interrogate the status quo and challenge existing systems or power relations. This thesis discusses the use of social media by Rhodes University students in the context of the 2015 #RhodesMustFall and #FeesMustFall protests in South Africa. This thesis interrogates the concept of slacktivism, a term used to describe online or digital activism which is considered to be less active and not as effective as physical activism. Furthermore, the thesis acknowledges that even when digital political participation is recognised, the emphasis and value is placed on those who speak and create content. The thesis examines the notion of participation and what counts as active citizenship. In particular, the majority of social media users who merely lurk and never contribute to content creation or online discussions are further investigated. The qualitative methodological approach used for this thesis involved three parts which looked at student activity on Facebook, student engagement offline, and how students made sense of their online and offline involvement. Firstly, a cyberethnographic investigation was done in order to understand the cyber world in which students are present. Thereafter, a participant observation was carried out to immerse myself in the offline spaces that students engaged in politically, to get a better sense of how their online presence influenced or supplemented their offline activity. Finally, individual interviews were carried out with lurkers to determine why they did not participate in traditional ways, both online and offline. The findings suggest that lurkers are in fact doing more than just being passively present. The high levels of attention paid to content posted by others on social media, as well as the way that the content influences their offline lives suggest that the choice to lurk is far more active than assumed. Students are consciously deciding to lurk for a multitude of reasons, one of which is for the opportunity to learn. Social media is a fast developing; increasingly used form of communication and how political communication across social media platforms is framed affects what we consider to be active engagement. By using theories of listening and emotion talk, the thesis provides new ways of understanding lurking by Rhodes University students on social media, which in turn can lead to better listening, better understanding and greater political participation.
- Full Text:
- Date Issued: 2017
A framework for the implementation of social media marketing strategies in political campaigning
- Authors: Ayankoya, Kayode A
- Date: 2013
- Subjects: Online social networks -- Political aspects -- South Africa , Social networks -- South Africa , Campaign management -- South Africa , Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8850 , http://hdl.handle.net/10948/d1020118
- Description: The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
- Full Text:
- Date Issued: 2013
- Authors: Ayankoya, Kayode A
- Date: 2013
- Subjects: Online social networks -- Political aspects -- South Africa , Social networks -- South Africa , Campaign management -- South Africa , Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8850 , http://hdl.handle.net/10948/d1020118
- Description: The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
- Full Text:
- Date Issued: 2013
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