Discourses on Political Advertising in South Africa: A Social Media Reception Analysis

Tyali, Siyasanga M.; Mukhudwana, Rofhiwa Felicia

doi:10.1007/978-3-030-32682-1_13

Cited by 2 publications

(1 citation statement)

References 16 publications

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“…Similarly, (Tyali & Mukhudwana, 2020) conducted a social media reception analysis of the opposing political campaigning during the South African national elections in 2014, revealing that the YouTube comments served as an "uncensored" public arena within which subjects such as country governance were emerged and debated.…”

Section: Youtube Comments Analysismentioning

confidence: 99%

Mediatizing Egyptian Families: Attitudes towards YouTube Household Vlogs

Abdou

2020

المجلة العربیة لبحوث الاعلام والاتصال

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Mediatizing the old personal home videos and customizing the modern reality-based television shows, YouTube home vlogging emerged as a successful embodiment of the fading-away frontiers between the private and the public in the new media era. Exploiting the affordability, accessibility, and portability of the video production equipment along with the participatory and interactive nature of the Web 2, several Egyptian spouses have initiated their own household video channels, revealing various aspects of what was previously known as their private life. This study explores the Egyptian users' (viewers') perceptions of this new "homecasting" practice and their attitudes towards the content and its creators through a cultural reception analysis lens. Qualitative Thematic Analysis was employed to detect the salient themes and general valence of the users› comments on a sample of videos from two of the users' comments "Ahemd Hassan & Zeinab" and "Diaries of Hamdy & Wafaa." Most of the viewers showed favorable attitudes towards the content, and tones of comments were mostly supportive and defensive of the creators, indicating an accepting approach to the homebased vlogging phenomenon. Comments featured both negative and positive themes but lacked the potential for creating a productive social debate. 2020-‫ديسمرب‬ / ‫أكتوبر‬) 31 (‫العدد‬-‫واالتصال‬ ‫االعالم‬ ‫لبحوث‬ ‫العربية‬ ‫املجلة‬ Reception AnalysisTheory The traditional content analysis focuses mainly on how the meaning is explicitly presented to the audience, assuming that the meaning, delivered within the content, is a "common ground" between the producer and the receiver of the content itself. (Kepplinger, 1989) In a similar context, (Livingstone, 1989) argued that content analysis gives the researchers the authority to identify, code, interpret the manifest meanings of media content regardless of how the audience members understand and process those meanings. That is why she suggested a subsequent audience reception investigation to complement the findings of the content study. This view coincides with the phenomenological perspective that adopts the medium-audience formula in the process of mean-making, where the question is not "what" something like a photograph or painting means, but "how" it means.(Jensen, 1993) That notion was the springboard for the "reception studies" or "audience reception analysis" which saw its evolution and development as a theoretical and analytical approach during the 1980s. (Livingstone, 1998) Reception theorists emphasize the interaction that occurs between the media texts (all forms of mediated content) and the audience members, currently the media users. They consider this type of media-user engagement as the area of 'meaning reproduction'. Accordingly, the meanings are neither fixed nor isolated; instead, they are developed throughout the 'reading/viewing' experience and the users' 'response' to the media text. (Barry, 2004) Reception analysis approach focuses on the media audience's response to and interaction with the media ...

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Section: Youtube Comments Analysismentioning

confidence: 99%

Mediatizing Egyptian Families: Attitudes towards YouTube Household Vlogs

Abdou

2020

المجلة العربیة لبحوث الاعلام والاتصال

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Using YouTube in Political Persuasion

Özoral

TAM

2022

Advances in Marketing, Customer Relationship Management, and E-Services

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Political advertising is a form of campaigning that allows candidates to directly convey their message to voters and influence the political debate. South African political parties (African National Congress and the Democratic Alliance) also adopted the use of social media networks as an effective tool for political campaigning purposes and to encourage the public to engage in political discourse. The chapter investigates how both the South African public and the political parties are using YouTube for discussion, debate, and opinion formation during the 2019 South Africa elections. Sociological analysis method is used in the research. The subject is especially about Aristotle's concept of rhetoric, promises of political messages, and political persuasion in written form. The findings part of the study shows that the most prevailant issues in the election campaigns were corruption, failure to keep promises, and the effort to create a new leader identity in the DA party. By ANC, independence, Mandela's contributions and past actions, and the importance of voting were mentioned.

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Discourses on Political Advertising in South Africa: A Social Media Reception Analysis

Cited by 2 publications

References 16 publications

Mediatizing Egyptian Families: Attitudes towards YouTube Household Vlogs

Mediatizing Egyptian Families: Attitudes towards YouTube Household Vlogs

Using YouTube in Political Persuasion

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