The daily press in several Western Coun- tries is subjected to certain market, psycho- logical and economic inspired changes that threaten its very existence. This study at. tempts to analyse the crisis facing the present daily press, with a more pertinent emphasis on the daily press in South Afri- ca. From a survey of the literature and pilot Interviews, several factors were identified as having a profound influence on the daily press in Western countries. A qualitative questionnaire was constructed to assess the extent to which these factors contribute to the crisis facing the daily press in South Africa. The outcome of this investigation in- dicates that the daily press in South Africa should reconsider their functions, content and sources of income in order to adapt to the fast changing needs of the media mar- ket, the advertiser and the reader.
THIS Investigation examines the audience experience with television news in South Africa and presents a process model of uses and gratifications based upon an expectancy-value approach. The prime objective was accomplished when three reliable scales for the measure ment of values attached to television news Items; expectations about finding such news-items; and gratification of these ex pectations were developed. A significant correlation between all three scales was in dicated, although the correlation between values and expectations was much stronger than the correlation between values and gratifications. While the correlation between expectations and gratifications was still significant, it was also much lower than the correlation between values and expecta tions. This finding provides evidence against the criticism that since a gratification is ex pected and sought, it must necessarily be obtained. Instead, it is found that television news programmes in South Africa, while ef fective, are imperfect providers of news related gratifications sought. To cast addi tional light on the relative lower correlation between expectations and gratifications, the degree of dependence on television news as primary source was taken into ac count.
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SPORT sponsorship is increasingly used as an organisational communication tool. Its effective use is generally diminished by a lack of coordination with greater organisational communication objectives. The alignment of the objectives of sport sponsorship with an organisation's greater communication objectives as a means of increasing sport sponsorship's effective use is dis- cussed. The validity of differentiating be- tween objectives of sport sponsorship for public relations and for marketing communication objectives was tested amongst a sample of South African sponsors, and a measuring instrument of sport sponsors communication objectives was developed.
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