Browsing by Author "Caldwell, Marc Anthony."

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Advertising as culture : a study of how television advertisements represent work in South Africa.
(2004) Kankuzi, Sydney Friendly.; Caldwell, Marc Anthony.
The present study investigates how television advertising represents work in South Africa. It uses the 1998 Employment Equity Act as an index of analysis. Using the contructionist approach to media representations and a re-examination of George Gerbner's cultivation hypothesis as its point of departure the study examines fifty-four television advertisements that were randomly selected over a four week period SABC 1, 2 and 3, and e.tv. Overall the study points out that images of work that are portrayed by television adverting in South Africa tend to marginalise certain demographic groups in certain types of occupational categories and work roles. However, it hesitates to apply ideals of the 1998 Employment Equity Act on this observation to conclude that advertising representations discriminate against the respective demographic groups in the occupational categories and work roles. The study justifies this hesitation in two ways. Firstly, it raises theoretical problems that would arise if one applied ideals of the 1996 Employment Equity Act wholesale on advertising representations of work. Secondly, it points out important weaknesses of quantitative content analysis which incapacitates it from grasping subtle tendencies which may help give a more comprehensive picture of advertising representations.
Between empiricism and intellectualism : Charles Taylor's answer to the 'media wars'.
(2008) Caldwell, Marc Anthony.; Tomaselli, Keyan Gray.
When the Media Wars broke out in Australian universities in the mid-1990s, journalism educator Keith Winschuttle accused cultural studies of teaching theory that contradicted the realist and empirical worldview of journalism practice. He labeled cultural studies as a form of linguistic idealism. His own worldview is decidedly empiricist.The thesis brings to Windschuttle's empiricist-idealist dualism a type of transcendental argument that uses Canadian philosopher Charles Taylor's understanding of modernity as a paradox between the Enlightenment and Romantic traditions. Taylor was an instrumental member of the New Left movement (beginning in 1956) while he was a student at Oxford. Together with Stuart Hall, he edited a journal that became a precursor to New Left Review. While at Oxford, Taylor went to Paris to study with Maurice Merleau-Ponty. Upon his return he brought back a copy of Marx's 1844 Manuscripts, which he translated into English for his colleagues. Taylor was instrumental in introducing Merleau-Ponty's phenomenology there. Hall mentions in recent interviews his debt to Taylor for their discussions on Marx and Hegel. Taylor's approach to post-Marxism and his critique of positivist social science derives significantly from his reading of Merleau-Ponty, whose Phenomenology of Perception (1962) rejects both empiricism and intellectualism (idealism) for their sharing a Cartesian model of subjectivity. British Cultural Studies began (Hall says in 1956) with a rejection of the economism of classical Marxism, and sought a more plausible theory of agency than what Marxism offered at that time. The correspondence between the debates in early cultural studies and Taylor's extensive writing on this matter, together with his overall critique of modernity, appear too close to be coincidental. Furthermore, these debates were driven by an attempt to steer between the Enlightenment and Romantic traditions, thus embracing in their own intellectual practices Marx's (and Hegel's) dialectical method. Drawing upon the correspondences between Taylor's and cultural studies' attempts to resolve the paradoxes of modernity, it becomes clear that Windschuttle's dualism can be absorbed within the problematic of cultural studies. Furthermore, drawing on Taylor's use of the humanist Marx, Hegel and Merleau-Ponty, Windschuttle's empiricist paradigm can be shown to fail to provide a plausible (and therefore ethical) model of agency. A study of TayIor's philosophical anthropology provides the basis by which this failure can be addressed. Taylor's philosophy is equally useful in addressing this lacuna in postmodern cultural studies.
Discourse in the South African English-language press : past, Polokwane and prospect.
(2012) Nothling, David Andrew.; Tomaselli, Keyan Gray.; Caldwell, Marc Anthony.
The African National Congress (ANC) has effected a shift in political discourse since the succession by President Jacob Zuma from Thabo Mbeki following the 2007 National Elective Conference in Polokwane. Subsequent political re-alignments have led to a strengthening of the tripartite alliance, and a perceived policy shift. However the current state of political play has made evident the tensions within the alliance, fronted by the trade unions on the left, and the elitist culture that has developed within the upper echelons of the ANC. This research examines how the political and economic discourses represented by different ruling factions of the ANC-led alliance transcend into assumptions regarding the role and function of the media. It plots policy developments and shifting ANC elite discourse on the media at various conjunctures since the early 1990s. Developments in the South African media are primarily studied from a political economy approach to ownership, control and transformation, as informed by the economic policies of the ANC. Specific focus is given to the economics of the five press houses, Independent Newspapers, Media 24, Caxton, Avusa and M&G Media. A critical content analysis, informed by a critical approach on discourse theory, is undertaken on various editorials and exposition pieces in five newspapers, Daily News, Witness, Citizen, Sunday Times and Mail and Guardian during the ANC elective conference in Polokwane, December 2007. This sample represents the five press houses under study. This study will offer insight into the English-language press" response to the power struggle and succession debate, represented by Zuma on the one hand and Mbeki on the other, and therefore engage Zuma's critique of the media being politically out-of-synch with society. This content analysis in context with the examination into the political economic transformation of the press, as well as personal representation of the ANC elites in the press, will be used to analyse the general discourse of English-language press at this time.
Participatory communication for social change : normative validity and descriptive accuracy of stakeholder theory.
(2011) Musara, Lubombo.; Caldwell, Marc Anthony.; Tomaselli, Keyan Gray.;
There is consensus in the development communication field about community participation being a holistic approach required to address social development challenges. Participatory development, also known as another development, is considered invaluable in the social change process. While participatory principles have enjoyed increasing influence over the work of development organisations, there is still confusion as to what participation really is and how it must be applied as an approach to social change. As a result, development in (marginalized) communities has remained what I would call a Sisyphean task despite tremendous funding and effort that is being put towards development. This study is motivated by three factors relating to the practical and theoretical issues characterising participation. First is the acknowledged lack of a consistent definition as well as inconsistencies characterising the application of participation. The second factor is the contention that participation has remained under theorised and the third is what can be arguably conceived as the influence of stakeholder theory on development communication discourse. The focus of this study is how a theory commonly used in the strategic communication field, the stakeholder theory, applies to deliberate development communication efforts, particularly how the theory sheds light on the concept of participation. It introduces and examines the relevance of Edward Freeman‘s (1984) stakeholder theory in defining and applying participation in social change initiatives. Three development agents namely OneVoice South Africa (OVSA), The Valley Trust (TVT) and Drama for Aids Education (DramAidE) are used as a case study of the concept of participation. The study begins with a critical exploration of the complex participatory communication for social change narrative discussing key ontological and epistemological assumptions as well as a pastiche of approaches often reified as participation. It goes on to present a comprehensive review of the stakeholder theory and its critique, followed by an exploration of how the three development agents develop, implement and manage their respective participatory programmes. It concludes by applying stakeholder theory to the analysis of these programmes to determine whether the theory can be conceived as an accurate descriptive tool of the participation process and if its normative tenets are valid to the process.
Responsible watchdogs? : normative theories of the press in post-apartheid South Africa : a discourse analysis of 102 newspaper articles 1996-99.
(2001) Skjerdal, Terje Steinulfsson.; Caldwell, Marc Anthony.
This treatise is a study of media-related articles in the South African press February 1996 to April 1999. Through a discourse analysis approach, the treatise identifies two main discourses relating to normative press models: the watchdog discourse and the nation-building discourse. It is argued that the watchdog discourse largely resembles classical libertarian press ideals, while the nation-building discourse resembles social responsibility ideals. The analysis contains numerous examples of the tensions between the government and the newspaper industry in terms of normative press models. Finally, the treatise challenges the assumed tensions that exist between nation-building and watchdog discourses, and suggests communitarianism as an ideology which upholds the crucial interests of both the press and the government.