Browsing by Author "Ngema, Luthando Ngazile."

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Framing and shaping in media reporting: online media report of Marikana Massacre 2012-2014.
(2021) Msileni, Yandisa.; Ngema, Luthando Ngazile.
The Lonmin Mines wage strike which saw 44 people lose their lives, 34 of which were brutally shot and killed by the South African Police Services, not only made the national or regional headlines but made international news as well. This study probes the news frames and news agendas as employed in five online news sources, namely: BusinessLive, SowetanLive, News24, Daily Maverick and Mail & Guardian. A non-random sample of 47 news and editorial articles taken from the aforementioned five news sources were thoroughly examined. The articles covered the events of the Lonmin Mines strike action and the subsequent massacre from August 13, 2012, until September 04, 2014. The data form the selected articles were analysed through Frame analysis and Critical Discourse Analysis. The study revealed that all five online sources considered the Lonmin Marikana event as newsworthy. The data revealed that the news reports had different outlooks which foreground their reporting on the matter. However, ultimately, they all demonised the miner workers and positioned the strike action as villainous. A focus on Lonmin consistently overshadowed the mineworker’s economic plight. Consequently, the news reports foregrounded the negative characteristics of striking mineworkers, and their supporters, while simultaneously, foregrounding the mineworker’s positive attributes during the days of the strike action.
#MrpMyStyle as brand communication: an analysis of Mr Price brand image as reflected through Facebook.
(2019) Gunkel, Kaylyn Elicia.; Ngema, Luthando Ngazile.
This study investigates the hashtag #mrpmystyle as brand communication. Through observation of Mr Price‟s Facebook page, and its activities over a period, to evaluate the effectiveness of the Mr Price Facebook page in directing consumers to its website. The main aim of this research study was to evaluate the social media platform „Facebook‟, in order to understand how the Mr Price brand used the platform to communicate with its consumers and vice versa. The study made reference to secondary sources to support the phenomenon that brand communication on social media can be effective. However it required constant engagement and encouragement between a brand and its consumers in order for the brand‟s image to be positively perceived. This study adopted a thematic analysis as to analysing data drawn from the Facebook activities, observed from Mr Price page. Information from the Mr Price Facebook page was then coded and interpreted through qualitative themes which were influenced by the study‟s objectives. The data was collected through e-observation where a total number of seventy posts were analysed for data collected from the Mr Price Facebook page. These posts were critically analysed through a thematic analysis in order to determine the level of communication that occurred between the Mr Price brand and its consumers on a daily basis. The information was interpreted qualitatively in order to get a holistic understanding of the communication patterns and whether this communication could be classed as „effective‟. The study formulated recommendations in order for brands to improve the manner in which they used social media platforms (specifically Facebook) as a communication tool between them and their consumers.
Questioning notions of authenticity : Zulu beadwork as cultural tourism.
(2013) Ngema, Luthando Ngazile.; McCracken, Donal Patrick.
Questioning notions of authenticity through the dynamics of Zulu culture as expressed by Zulu beadwork in the cultural tourism industry, allows this study to evaluate the historical perspectives of Zulu culture. It further provides a genealogical perspective of Zulu beadwork, and explains the nature of Zulu beadwork within the tourism industry of KwaZulu-Natal. The literature of this dissertation specifically evaluates the historical foundations of Zulu cultural history and heritage and further gives an evaluation of the literature related to issues of authenticity and cultural tourism. This dissertation is framed in the theories of identity and culture; borrowing from cultural anthropology studies; tourism studies and cultural communication studies. The dynamics of cultural tourism, which are created in the relationship between the bead makers and their prospective consumers (the tourist), are also to be the focus of this study as this will work to facilitate unpacking the reasons which add to tourism destinations offering cultural experiences and as well focus on development strategies that are in place for developing cultural tourism for economic gain. This study will employ a qualitative research methodology, which is concerned with non-statistical information about the notions of authenticity in cultural tourism; used as a medium to Zulu beadwork symbolism, as viewed by Zulu bead makers and the cultural tourists based in the Durban South and North beach regions. The aim of this thesis is to evaluate the notions of authenticity as applied through the tourism process that occurs in the KwaZulu-Natal, Durban’s beach front; through the stall keeping that occurs in the area, where Zulu beadwork is one of the key items sold to the tourist.
Voicing the voiceless: exploring the communicative practices, attitudes and perceptions of black men who have sex with men (BMSM) in the Msunduzi Local Municipality towards pre-exposure prophylaxis (PrEP).
(2018) Mntungwa, Melusi Lungisani.; Ngema, Luthando Ngazile.
Background: The approval of Truvada as Pre-Exposure Prophylaxis (PrEP) by the Medicines Council of South Africa in 2015, signalled a new beginning in the fight against HIV and AIDS especially for underserved key populations such as Men Who Have Sex with Men (MSM). Though this may be the case, there has been a protracted implementation which has been attributed to a lack of empirical research on the acceptability of PrEP amongst MSM in South Africa. This study, therefore, provides an overview of the general awareness, perceptions and attitudes and communicative practices of a sample of Black Men Who Have Sex with Men (BMSM) residing in the Msunduzi Local Municipality of KwaZulu-Natal, South Africa, hence making contributions to this area of research. Method: The study used a cross-sectional mixed-methods approach. Firstly, a questionnaire collecting data on socio-demographics, HIV status and sexual behaviours, PrEP awareness and adoption intention, as well peer health communication practices was carried out in English or IsiZulu amongst 120 MSM (109 BMSM) around Msunduzi. Univariate and bivariate statistical analyses were conducted on questionnaire data using IBM Statistical Package for Social Sciences (SPSS). Following this, 10 in-depth, semi-structured interviews were conducted in either English or IsiZulu and analysed, using the various phases of Thematic Analysis proposed by Braun and Clarke (2006). Results: Univariate analyses revealed that BMSM, in Msunduzi, were young, with a low Socio-economic Status (SES). Bivariate analysis established correlations between some socio-demographic characteristics, sexual behaviours and PrEP adoption intention. Although there was awareness and enthusiasm to adopt PrEP, this evolved into concerns about the implications PrEP could have on the quality of life of respondents, notably adherence self-efficacy. Dyadic communication between friends emerged as the main form of sexual health communication BMSM used to experience and validate their sexuality, discuss health prevention methods and influence behaviour change, including promoting the adoption of PrEP. Conclusion: There is significant potential for the implementation of PrEP amongst BMSM in Msunduzi Local Municipality. For effective implementation, more information and education are needed. Furthermore, the programme should address concerns such as PrEP’s impact on daily lives. Dyadic communication amongst friends and the use of social networks have the potential to encourage PrEP engagement and to increase adherence self-efficacy.