Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising

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dc.contributor.advisorGlenn, Ianen_ZA
dc.contributor.authorGriffiths, Claireen_ZA
dc.date.accessioned2014-10-06T11:25:39Z
dc.date.available2014-10-06T11:25:39Z
dc.date.issued2007en_ZA
dc.descriptionIncludes bibliographical references (leaves 75-80).en_ZA
dc.description.abstractThis media dissertation researches the cell phone's actual and potential role as a multimedia tool of communication amongst South African youth and looks at how it can be used to platform youth stories for media and advertising. The youth's connection to the cell phone has come to mean so much more than its actual technological functions. This media dissertation investigates the cell phone phenomenon amongst the youth of today, by looking at both local and international trends, with a more intimate focus on the current trends amongst the South African youth. It will look at the sociology of the cell phone and the culture surrounding it. It will then consider new technology and how the cell phone's role may also be a tool for leapfrogging in South Africa. It is also important to consider the negative connotations that arise with the cell phone's infiltration amongst the youth.Through analysis of recent research about the cell phone's impact on the youth here and internationally, two opposing media directions are identified: the cell phone as a tool in marketing and advertising; and the cell phone as a tool in investigative journalism. By analyzing two different areas, this media dissertation creates a broad and holistic understanding of the cell phone's potential functions through a strong literature review. Firstly, the cell phone's function in marketing and advertising will be analyzed. This media dissertation will take into account the youth market in South Africa through a case study of one of South Africa's strategic consultancy companies: Instant Grass. Through a close look at the youth market now, it will be possible to create a greater understanding of the current trends and how to capitalize on these trends. In terms of marketing and advertising, this media dissertation then discusses an advertising exercise with a youth group studying Film and Media Studies at the University of Cape Town. Secondly, the cell phone in terms of media and investigative journalism will be analysed through fieldwork done with etv's 3rd Degree. This media dissertation looks at how the cell phone could be used as a tool for youth stories by looking at the parameters involved in creating investigative stories. This chapter also takes a look at the issue of citizen journalism in the digital publishing world today and the rate at which cell phone technology is spurring this development on.en_ZA
dc.identifier.apacitationGriffiths, C. (2007). <i>Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies. Retrieved from http://hdl.handle.net/11427/8121en_ZA
dc.identifier.chicagocitationGriffiths, Claire. <i>"Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising."</i> Thesis., University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2007. http://hdl.handle.net/11427/8121en_ZA
dc.identifier.citationGriffiths, C. 2007. Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Griffiths, Claire AB - This media dissertation researches the cell phone's actual and potential role as a multimedia tool of communication amongst South African youth and looks at how it can be used to platform youth stories for media and advertising. The youth's connection to the cell phone has come to mean so much more than its actual technological functions. This media dissertation investigates the cell phone phenomenon amongst the youth of today, by looking at both local and international trends, with a more intimate focus on the current trends amongst the South African youth. It will look at the sociology of the cell phone and the culture surrounding it. It will then consider new technology and how the cell phone's role may also be a tool for leapfrogging in South Africa. It is also important to consider the negative connotations that arise with the cell phone's infiltration amongst the youth.Through analysis of recent research about the cell phone's impact on the youth here and internationally, two opposing media directions are identified: the cell phone as a tool in marketing and advertising; and the cell phone as a tool in investigative journalism. By analyzing two different areas, this media dissertation creates a broad and holistic understanding of the cell phone's potential functions through a strong literature review. Firstly, the cell phone's function in marketing and advertising will be analyzed. This media dissertation will take into account the youth market in South Africa through a case study of one of South Africa's strategic consultancy companies: Instant Grass. Through a close look at the youth market now, it will be possible to create a greater understanding of the current trends and how to capitalize on these trends. In terms of marketing and advertising, this media dissertation then discusses an advertising exercise with a youth group studying Film and Media Studies at the University of Cape Town. Secondly, the cell phone in terms of media and investigative journalism will be analysed through fieldwork done with etv's 3rd Degree. This media dissertation looks at how the cell phone could be used as a tool for youth stories by looking at the parameters involved in creating investigative stories. This chapter also takes a look at the issue of citizen journalism in the digital publishing world today and the rate at which cell phone technology is spurring this development on. DA - 2007 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2007 T1 - Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising TI - Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising UR - http://hdl.handle.net/11427/8121 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/8121
dc.identifier.vancouvercitationGriffiths C. Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising. [Thesis]. University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2007 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/8121en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentCentre for Film and Media Studiesen_ZA
dc.publisher.facultyFaculty of Humanitiesen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMedia Theory and Practiceen_ZA
dc.titleCall on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertisingen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMAen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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