Interpersonal communication and brand interaction on mobile social media: South African adolescents' use of MXit, Facebook Twitter

Master Thesis

2012

Permanent link to this Item
http://hdl.handle.net/11427/12052
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thesis_hum_2012_griffiths_s.pdf (1 MB)
Authors
Griffiths, Samantha
Supervisors
Irwin, Ronald
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University of Cape Town

Department
Centre for Film and Media Studies
Faculty
Faculty of Humanities
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Abstract
This paper explores the mobile social networking patterns of a sample of Black, White and Coloured adolescents attending three different schools in Cape Town, South Africa. The researcher utilises the Uses and Gratifications theory and qualitative research methodology in the form of focus groups and one-on-one semi-structured interviews to explore what gratifications this sample of students, aged 14-7 years, derive from three mobile social networking brands - MXit, Facebook and Twitter.
Description

Includes abstract.


Includes bibliographical references.

Keywords
Film and Media Studies

Reference:

Griffiths, S. 2012. Interpersonal communication and brand interaction on mobile social media: South African adolescents' use of MXit, Facebook Twitter. University of Cape Town.

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Masters