https://ir.unisa.ac.za/handle/10500/183 Sat, 09 May 2026 05:03:50 GMT 2026-05-09T05:03:50Z https://ir.unisa.ac.za/handle/10500/32432 Social media as a marketing communication strategy: a comparative study between South African and South Korean schools Ncube, Mfezi Prince This study explored how social media is used as a marketing communication strategy by comparing two private British-curriculum schools: the International School of Cape Town (ISCT) in South Africa and British Education Korea (BEK) in South Korea. Although both countries are globally competitive and digitally connected, they are shaped by different cultural influences. South Africa draws on both Ubuntu and Western values, while South Korea is influenced by Confucian traditions and strong technological development. The study addressed a gap in understanding how social media supports key marketing functions such as identity, presence, relationship building, conversation, reputation, information sharing, and group engagement within the school settings. The research followed an interpretivist paradigm and used a qualitative approach. Textual analysis was applied to the schools' social media content in the period August 2023 to August 2024, namely X, Instagram and Facebook to examine how marketing communication was carried out in practice. Four research questions guided the comparison, focusing on similarities, differences, cultural influences, and the platforms used to support marketing goals. The findings revealed that both schools use social media to build their brands, engage audiences, and communicate their values. ISCT used a wider range of content, highlighting academic performance, cultural diversity, community involvement, and extracurricular activities. ISCT used X alongside Facebook and Instagram for marketing communication. BEK focused more narrowly on academic achievements and arts competitions using Facebook and Instagram. These differences reflected variations in audience demographics, institutional focus, and cultural expectations. Overall, the research contributes to discussions on digital marketing in education and shows how cultural context shapes communication strategies. It concludes that schools can improve competitiveness and stakeholder engagement by using social media strategically and in ways that reflect their specific environments. Sun, 30 Nov 2025 00:00:00 GMT https://ir.unisa.ac.za/handle/10500/32432 2025-11-30T00:00:00Z https://ir.unisa.ac.za/handle/10500/32415 Examining cultural diversity in organisational communication: a case study of worldwide industrial systems engineering in South Africa Kganyago, Shatadi Rebecca The research project examined how people from various cultural backgrounds communicate during their duties at the Worldwide Industrial Systems Engineering company in South Africa (WWISE). The primary objective was to better understand how cultural diversity influences workplace communication, what works effectively, what causes misconceptions, and how communication may be improved. Furthermore, the study examined how diverse cultures impacts organisational communication processes, with particular attention to values, language, and communication styles. Guided by Hofstede’s cultural dimensions theory and Edward Hall’s high-context and low-context communication theory which is a key model used to understand and interpret communication across culturally diverse teams. The qualitative study was conducted at the company's National offices, which accommodate employees from various cultural, linguistic, and racial backgrounds. The researcher concentrated on a group of staff members from various departments (such as the marketing and human resource departments) and different levels of the business. The 15 participants included both management and general employees. The researcher used ATLAS.ti software to analyse data collected from sources such as interviews transcripts, observation notes, and the organisation’s communication policies and internal and stakeholder strategies documents To collect data, the researcher employed semi-structured open-ended interviews that allowed participants to discuss their own experiences and opinions. The researcher carefully examined the replies to discover common themes and issues associated with communication in a diverse workplace. This study emphasises the relevance of cultural awareness in the workplace and provides practical recommendations for better communication and understanding. The findings could help WWISE and other organisations develop better training and support systems to establish stronger, more inclusive teams. The findings revealed that while WWISE has adopted diversity and inclusion measures, these measures are not yet fully integrated throughout all levels of operations. The organisation’s cultural seminars and communication trainings raised awareness but intercultural competency has not been maintained through the required ongoing management and reinforcement training. The study made several recommendations, which WWISE should consider in order to manage cultural diversity to improve inventiveness, problem solving skills, and innovation in the organisation’s teams and departments. Sun, 22 Mar 2026 00:00:00 GMT https://ir.unisa.ac.za/handle/10500/32415 2026-03-22T00:00:00Z https://ir.unisa.ac.za/handle/10500/32238 Exploring the visual rhetoric of political cartoons of post-1994 South African Presidents: a social semiotic analysis study Themba, Nomathemba This study explores the visual rhetoric employed in political cartoons depicting South African presidents from the post-apartheid era (1994–2023), specifically through a social semiotic lens. Drawing on cartoons published in The Mail & Guardian and Sunday Times, the research interrogates the latent and manifest meanings encoded in these visual texts, focusing on representations of Nelson Mandela, Thabo Mbeki, Jacob Zuma, and Cyril Ramaphosa. Political cartoons serve not only as tools for satire and humour but also as powerful ideological instruments that reflect and shape public opinion, construct political myths, and influence political discourse. By employing social semiotics as the theoretical and methodological framework—complemented by critical discourse analysis (CDA)—this qualitative study decodes the visual and symbolic elements used to frame political narratives. The research analyses twenty political cartoons sourced from the Sabinet Database, selected using purposive sampling to ensure relevance and thematic richness. The study identifies the use of rhetorical devices such as metaphor, caricature, irony, exaggeration, and symbolism to legitimise or delegitimise political actors. Findings reveal that political cartoons are not merely reflective of sociopolitical events but are active sites of meaning-making that reinforce or contest dominant ideologies. They contribute to agenda-setting, construct counter-narratives, and mediate public engagement with political leadership. While Mandela is often portrayed as a unifying and mythologised figure, subsequent presidents are framed with increasing scepticism and critique, reflecting evolving public sentiment and democratic accountability. Thu, 22 Jan 2026 00:00:00 GMT https://ir.unisa.ac.za/handle/10500/32238 2026-01-22T00:00:00Z https://ir.unisa.ac.za/handle/10500/32029 Adopting accountability principles in the government communication and information systems (GCIS) stakeholder engagements : a conceptual framework Mabusela-Munyai, Queen Simangele Accountability is described as the practice of answerability, blameworthiness, liability, and the expectation of account-giving. Accountability is governed by principles used by a broad spectrum of organizations to demonstrate leadership and performance in an accountable, responsible, and sustainable manner. Companies, government, and nongovernment managers are increasingly confronted with stakeholder expectations of organizational accountability. That is why ethical, honest, open, and fair engagement with stakeholders is necessary for an entity to function properly. The adoption of accountability principles in the engagement of the government and the public, allows the public and government to have the same perspectives on the actions, milestones, commitments, and challenges of their country. This, therefore, generates mutual understanding between them. Currently, the literature does not present guidelines for implementing the principles. Also, the literature does not consider the distinctive environment of the government sector (which may affect the practice of accountability in stakeholder engagement). This is a research gap that this study endeavoured to fill. Through a mixed method approach, the study explored and described accountability principles fit for the public sector, investigated how the Government Communication and Information System (GCIS) adopted accountability principles and developed a framework that will act as a guide for the adoption of these accountability principles. The study found that the literature and the documents on stakeholder engagement between the South African government and its citizens advocate for the adoption of transparency, inclusivity, legitimacy, responsiveness, dialogue, good governance, and integrity as essential accountability principles for government engagements with citizens. The surveys administered to citizens to measure the extent to which the GCIS adopts the principles of accountability revealed that the government of South Africa is not transparent, not legitimate, not responsive and does not uphold the stakeholder inclusivity principle with citizens, does not govern with integrity, and, as a result, is not deemed as governing with the notion of good governance. The study then concluded that the South African government is acquainted with principles of accountability that need to be adopted when engaging with citizens. However, there are limited guidelines on how to implement these practices. A conceptual framework proposing possible accountability principles to be adopted in stakeholder engagements of GCIS for mutual understanding was therefore developed and presented. The study recommends that this framework be used to guide how adopting accountability principles in the GCIS stakeholder engagements can become a reality. The conceptual framework was based on three elements: principles of accountability, avenues of adopting accountability principles and the attainment and maintenance of adopting accountability principles when engaging with citizens. The main contribution of this study was the formulation of a conceptual framework for adopting accountability principles in stakeholder engagement of the GCIS for mutual understanding.; Ukuziphendulela kuchazwa njengenqubo yokuphendula, ukusolwa, icala, kanye nokulindeleka ukuba uchaze. Ukuziphendulela kulawulwa yizimiso ezisetshenziswa yizikhungo eziningi ukuze ziveze ubuholi nokusebenza ngendlela enesibopho, enomthwalo, nenokusimama. Izinkampani, uhulumeni, nezimenenja ezingekho ngaphansi kukahulumeni ziya ngokuya zibhekana nokulindelwe ngababambiqhaza ekuziphenduleleni emsebenzini. Yingakho ukuziphatha ngendlela enokulunga, enokwethembeka, enokuvuleleka, nenokungakhethi nababambiqhaza kuyisidingo ukuze isikhungo sisebenze kahle. Ukuqala kokusetshenziswa kwezimiso zokuziphendulela ekuxhumaneni kukahulumeni nomphakathi kwenza ukuba umphakathi nohulumeni bakwazi ukubona ngaso linye maqondana nezenzo, izinyathelo ezibalulekile, ukuzibophezela, nezinselele zezwe labo. Ngakho, lokhu kudala ukuzwana phakathi kwabo. Okwamanje, izincwadi aziyivezi imihlahlandlela yokuqala ukusebenzisa lezi zimiso. Okunye, imibhalo ayisibheki isimo esihlukile somkhakha kahulumeni (esingahle sibe nomthelela enqubweni yokuziphendulela ekuxhumaneni kwababambiqhaza). Leli yigebe lolu cwaningo oluzama ukulivala. Ngokusebenzisa indlela exubile, ucwaningo luhlolisise futhi lwachaza izimiso zokuziphendulela ezifanele emkhakheni kahulumeni; lwaphenya ukuthi uHlelo Lukahulumeni Lwexokuxhumana Nolwazi (i-GCIS) lwazamukela kanjani izimiso zokuziphendulela; lwaphinde lwakha uhlaka oluzosebenza njengomhlahlandlela wokuqaliswa kokusetshenziswa kwalezi zimiso zokuziphendulela. Ucwaningo luthole ukuthi imibhalo kanye nemiqingo emayelana nokuxhumana kwababambiqhaza phakathi kukahulumeni waseNingizimu Afrika nezakhamuzi zawo ikhuthaza ukuba kungafihlwa lutho, kubandakanywe bonke abantu, kwenziwe izinto ngendlela esemthethweni, kube nokuphendula, ukuxoxisana, ukubusa ngendlela kanye nobuqotho njengezimiso ezibalulekile zokuziphendulela ekusebenzisaneni kukahulumeni nezakhamuzi. Izinhlolovo ezanikwa izakhamuzi ukuze zilinganise izinga i-GCIS esebenzisa ngalo izimiso zokuziphendulela zaveza ukuthi uhulumeni waseNingizimu Afrika awuvezi izinto obala; awuzenzi ngendlela esemthethweni; awuphenduli; awusekeli isimiso sokubandakanyeka kwabo bonke ababambiqhaza nezakhamuzi; awubusi ngobuqotho; kanti ngenxa yalokho, awuthathwa njengolawula ngendlela yokubusa efanele. Ucwaningo lwabe seluphetha ngokuthi uhulumeni waseNingizimu Afrika uzazi kahle izimiso zokuziphendulela ezidinga ukulandelwa ngenkathi uxhumana nezakhamuzi. Nokho, kunemihlahlandlela enomkhawulo maqondana nokuthi zingaqaliswa kanjani ukusebenza lezi zindlela. Kwasungulwa futhi kwethulwa uhlaka lomqondongqangi oluphakamisa izimiso zokuziphendulela okungenzeka zisetshenziswe ekuxhumaneni kwababambiqhaza be-GCIS ukuze kube nokuqondana. Ucwaningo luncoma ukuthi lolu hlaka lusetshenziselwe ukuqondisa ukuthi izimiso zokuziphendulela zizosetshenziswa kanjani ngokwempela ekuxhumaneni kwababambiqhaza be-GCIS. Uhlaka lomqondongqangi lwalususelwe ezintweni ezintathu: izimiso zokuziphendulela; izindlela zokwamukela izimiso zokuziphendulela; kanye nokufinyelela nokulondolozwa kokwamukelwa kwezimiso zokuziphendulela ngenkathi kuhlanganyelwa nezakhamuzi. Igalelo elikhulu lwalolu cwaningo kwakungukwakhiwa kohlaka lomqondongqangi lokwamukela izimiso zokuziphendulela ekuxhumaneni kwababambiqhaza be-GCIS ukuze kube nokuqondana.; Vhudifhinduleli vhu talutshedzwa sa nyito ya u kona u imela ndavha dzau, u sa vha na phoswo, u hwala mahadani au, na ndavhelelo ya u nga zwi imela wa talutshedza. Vhudifhinduleli vhu vhuswa nga milayo i shumiswaho nga madzangano o fhambanaho u sumbedza vhurangaphanda na kushumele nga ndila ire na vhudifhinduleli nahone i sa nyethi. Minidzhere dza khamphani, muvhuso na madzangano a si a muvhuso kanzhi vha livhana na ndavhelelo dza vhashumisani dza vhudifhinduleli ha tshiimiswa. Ndi ngazwo zwi zwa ndeme u vha na mikhwa, u fulufhedzea, u vha khagala na u sa dzhia sia musi vha tshi shumisana na vhashumisani saizwi zwi zwa ndeme uri tshiimiswa tshi shume zwavhudi. U dzhiiwa ha milayo ya vhudifhinduleli kha u shumisana na muvhuso na tshitshavha, zwi tendela tshitshavha na muvhuso uri vha vhe na kuvhonele ku fanaho kha mishumo, maga o swikelelwaho, vhudikumedzeli na khaedu dza shango ḽavho. Hezwi zwi amba uri, zwi bveledza u pfesesana hu fanaho vhukati havho. Zwa zwino, maṅwalwa ha na nyendedzi ya u shumisa milayo. Nahone, maṅwalwa ha dzhieli ntha vhupo ho fhambanaho ha sekithara ya muvhuso (vhune ha nga kwama maitele a vhudifhinduleli kha vhukwamani vha vhashumisani). Itshi ndi tshikhala tsha thodisiso tshine ngudo ya lingedza u tshi dadza. Nga kha maitele a ngona yo tanganelanaho, ngudo yo sedza na u talutshedza milayo ya vhudifhinduleli yo teaho kha sekithara ya nnyi na nnyi, u sengulusa uri Sisiteme ya Mafhungo a Vhudavhidzani ha Muvhuso (GCIS) yo dzhia milayo ya vhudifhinduleli na u bveledza muhanga wa kushumele une wa do shuma sa nyendedzi ya u dzhiiwa ha milayo iyi ya vhudifhinduleli. Ngudo dzo wana uri maṅwalwa na zwo bveledzwaho nga vhukwamani vhukati ha vhashumisani vha muvhuso wa Afrika Tshipembe na vhadzulapo zwi tikedza u dzhiiwa ha u vha khagala, u katela vhothe, u vha mulayoni, u fhindula, mufhindulano, vhuvhusi havhudi na tshirunzi sa milayo ya vhudifhinduleli ya ndeme u itela vhukwamani ha muvhuso na vhadzulapo. Tsedzuluso dzo itwaho kha vhadzulapo u itela u kala vhuphara hune GCIS ya dzhia na u shumisa milayo ya vhudifhinduleli dzo sumbedza uri muvhuso wa Afrika Tshipembe a u khou vha khagala, a u iti zwithu lwa mulayo, a u fhindulu nahone a u takuleli ntha milayo ya u katela vhashumisani na vhadzulapo, a u vhusi nga tshirunzi, nahone nga ṅwambo wa izwo a u vhonali sa mivhuso u vhusaho wo sedza zwa kuvhusele kwavhudi. Ngudo dzo khunyeledza uri muvhuso wa Afrika Tshipembe u a divha milayo ya vhudifhinduleli ine ya tea u dzhiiwa musi hu tshi kwamiwa vhadzulapo. Fhedzi, hu na nyendedzi dzi si gathi dza nga ha kushumisele kwa maitele aya. Muhanga wa kushumisele wa mutalukanyo u dzinginyaho milayo ya vhudifhinduleli ine ya tea u dzhiiwa kha vhukwamani na vhashumisani na GCIS u itela u pfesesana wo bveledzwa na u kumedzwa. Ngudo dzi themendela muhanga uyu uri u shumiswe u endedza u dzhia milayo ya vhudifhinduleli kha vhukwamani na vhashumisani na GCIS zwi nga vha hani ngoho. Muhanga wa kushumele wa mutalukanyo wo disendeka nga zwiteṅwa zwiraru: mulayo wa vhudifhinduleli, ndila dza u dzhia mulayo wa vhudifhinduleli na u swikelela na u londota u dzhia milayo ya vhudifhinduleli musi hu khou itwa vhukwamani na vhadzulapo. Tshi dzhenelelaho vhukuma kha ngudo iyi ho vha u sikwa ha muhanga wa kushumele wa mutalukanyo wa u dzhia milayo ya vhudifhinduleli kha vhukwamani na vhashumisani na GCIS u itela u pfesesana rothe. Sun, 01 Oct 2023 00:00:00 GMT https://ir.unisa.ac.za/handle/10500/32029 2023-10-01T00:00:00Z