Decoding Western Festive Season Symbols and Rituals in Marketing Messages: A Bottom of the Pyramid Consumer Study in South Africa

Abstract

This study explored the communication of marketing messages containing traditional, Western festive season symbols and rituals. Specifically, the research sought to understand the decoding of such messages portraying festive season symbols (like Santa Claus and Christmas trees) and rituals, by Afrocentric bottom of the pyramid (BOP) consumers. This qualitative study involved interviews with thirty-one participants in two metropolitan areas in South Africa. The study used a combination of semi-structured interview questions and treatments of two South African television advertisements and two newspaper advertisements depicting Western festive season symbols and rituals. The study revealed a broadly positive sentiment towards the festive season, where festive season activities allow participants to implement their Afrocentric cultural values of unity and collective responsibility. Findings also show that Afrocentric cultural values do affect the decoding of these marketing messages. There was also a variety of responses to marketing messages displaying the symbols of Christmas trees and Santa Claus, which were not common in BOP consumer households. The key recommendation highlighted by this study is that marketing messages communicated to South African BOP consumers should also consider Afrocentric values of unity and collective responsibility.     

自媒体时代的政治传播秩序及中国调适

政治传播秩序系政治秩序与传播秩序有机耦合而成。自媒体时代政治传播秩序变革呈现出新图景:“传-受”关系角色融合,信息流动立体对冲,“权势”格局去中心化,“节点”移位流程再造,线上线下双层互动,参与沟通机制转向,情感意见高度聚合,政治目标共生共享,文明契合价值转化,总体模式类型蜕变。应对自媒体时代政治传播秩序变革,中国应做出主动调适:确立政治传播秩序由“一元主体”主导到“多元主体”共享的总体理念;把新时代中国特色社会主义协商民主的秩序要求贯通到政治传播新秩序的建构中;更新对政治传播“内容”的理解,扩充“政治信息”的内涵和包容量;释放政治信息的生产权和传播权,激活政治传播秩序中媒体的独有能量;依托中国特色社会主义政治传播秩序的优势,为全球政治传播新秩序贡献中国经验。     

社会信息化迅猛发展背景下的政治参与和沟通

社会信息化程度的迅猛发展成为我们这个时代最重要的特征之一。信息化程度的发展对于民主政治的推进既是挑战,也是机会和动力,其中影响最直接的就是政治参与和政治沟通。政治参与和政治沟通是民主政治发展的重要表现,政治参与和政治沟通又以信息化的发展为依托。信息交流方式的变革对于民主政治的发展产生了深刻影响,互联网的普及带来的"网络民主"成为政治参与的重要形式,通过新型媒介进行政治沟通是民主政治发展的新形式。     

Making citizenship public: identities,practices, and rights at Woodsquat

The common conception of citizenship is that of belonging to a political community, with the ensuing rights and responsibilities of membership. This community tends to be naturalized as the nation-state. However, this location of citizenship needs to be decentred in order to investigate current modes of democratic participation. This paper investigates current sites and practices of citizenship through reflection on a tactical housing squat of an empty department store staged by an urban social movement in Vancouver in 2002, known as ‘Woodsquat’. It uses a social movement perspective to look at citizenship, emphasizing the identities, practices, and locations of democratic engagement over the collective question of how we will live together in these places. From this point of view Woodsquat shows current limits of national citizenship, conceptually and practically, and suggests alternative possibilities for future citizenship practices located in multiple identifications with (political) communities. Moving from this analysis of political participation at Woodsquat attention is brought to the importance of spaces of democratic communication for possibilities of citizenship, where there seems to be a reinforcing relationship between public spheres, social movements, and democracy. Ultimately, then, actions at Woodsquat are argued to be a form of citizenship that emerged within a democratic public.     

Organizations,Credibility, and the Psychology of Collective Action

Political organizations frequently attempt to recruit sympathetic citizens to support their causes. Doing so requires communicating credibility—that is, persuading potential new supporters that they can actually achieve the goals they set out to achieve. In this article we investigate two of the predominant kinds of information that organizations might use to establish credibility: retrospective information (about past successes) and prospective information (about future plans). Using one field experiment and one survey experiment, we find that retrospective information fails to increase people’s willingness to spend scarce resources supporting political organizations. We find that this occurs because information about past successes suggests that the organization can succeed without any additional help. In contrast, we find that prospective information motivates new participants to become active.     

Introduction: Social Media,Political Marketing and the 2016 U.S. Election

This essay introduces the contributions of the volume “Social Media, Political Marketing and the 2016 U. S. Election.” Using a variety of methodological approaches, the authors investigate the communication strategies of the Democratic and Republican candidates for president together with the responses of their audience. Collectively, this research offers insights into how new communication technologies are changing both political marketing and the ways candidates and voters interact.     

Relationship Management with Managers of Countrywide Offices of SEESA: A Case Study

Employees are a crucial stakeholder group for organisations since they determine the degree to which they achieve their goals. It is therefore necessary to build strong relationships with the workforce to encourage employee engagement, which implies that employees’ individual goals are aligned to those of the organisation. To build strong relationships, internal communication should be managed strategically. However, when an organisation has offices around the country, internal relationship management can be impeded, which adversely affects the entity attaining its goals. In this qualitative study, the case of SEESA, a national labour law organisation specialising in providing legal services to employers, was investigated to determine the way in which it manages relationships with its nationwide managers. A mixed-method approach was followed, using semi-structured interviews and questionnaires to gather data. The findings indicated that, despite studies elsewhere indicating a communication and relationship building strategy as a prerequisite for building strong organisation-employee relationships, the outcomes of such relationships can be present without a formal internal communication strategy. This can occur provided the organisation is inclined towards a symmetrical world view, has an open culture and encourages two-way communication with top management. Suggestions for managing relationships with employees in nationwide offices are made.     

An Integrated Model for Communicating Within and About Corporate Social Responsibility

Corporate social responsibility (CSR) initiatives have two main objectives, namely, contributing to sustainable development; and adding strategic value for organisations. These objectives imply that organisations should communicate about CSR initiatives with stakeholders to add strategic value, whilst also communicating within CSR with the beneficiaries of these initiatives to contribute to sustainable development. In the field of CSR communication, however, the majority of the literature focuses on communication about CSR, while communication with the beneficiaries within CSR is often overlooked. This article presents an integrated model for communication both within and about CSR initiatives. The constructs of such integrated communication are analysed in order to identify similarities and point out differences. The ultimate aim is to present a holistic model for CSR communication that covers the content, nature and aims of such communication. The model is based on a literature study involving the two-way symmetrical approach, the reflective paradigm, strategic communication management and the participatory approach to communication for social change. Integrating communication within and about CSR in a single model is a complex undertaking, which entails incorporating constructs of communication from diverse theoretical fields flowing from different meta-theoretical assumptions. To date, this model is the first attempt to integrate communication within and about CSR on a theoretical level.     

Non-verbal and paralinguistic political communication in sport: an analysis of images of Springbok rugby

Non-verbal communication as a subfield of communication sciences has received increased attention in scholarly publications over the past few decades. Various scholars in the field, such as Real (1975), Ekman (1993), Lunenburg (2010), Garber (2011) and Krauss, Chen and Chawla (2015), emphasise the importance of non-verbal communication in generating, processing and channelling information. Not only facial expressions but also gestures and body language are deemed important. Studies by Real (1975) found that sport plays a crucial role in identity formation and the transmission of meaning and values. In South African sport, rugby-football in particular was used to reflect Afrikaner political prowess and masculinity, and the Afrikaner’s growing influence and dominance. As Salah, Sebe and Gevers (2012) indicate, non-verbal communication should be studied within the context that frames such communication; therefore, their multi-modal approach, used in conjunction with non-verbal communication, is vital for this discussion. In this article, the broader, more inclusive contextual approaches of Salah, Sebe and Gevers (2012) and Lunenburg (2010) are employed to analyse seven iconic photographic images which are steeped in the political dynamics of the period. After focusing on the theoretical aspects of non-verbal communication underpinning the study, the photographs are analysed as examples of impactful non-verbal communication.