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02 February 2021 | Story Dr Willemien Marais | Photo Supplied

The current issue of Communitas, academic journal of the Department of Communication Science in the Faculty of the Humanities at the University of the Free State (UFS), features scholarly articles ranging from indigenous knowledge systems for science and health communication to online discourses about male rape and the use of social media to increase social capital.  

Communitas is a nationally accredited, open-access academic journal publishing scientific articles in the context of community communication, information impact and related disciplines, including corporate and marketing communication, development and health communication, media studies, and journalism.

These articles address real-world challenges in the field of communication, as well as the impact of communication and information in developing societies, including Southern African communities. While the articles range in focus from global participation to area-specific issues in remote rural areas, they all highlight areas or aspects that form part of or contribute to the rich tapestry of the Southern African communication landscape, thus contributing to African knowledge creation.

Interdisciplinary experts write on real-world issues 

In the latest issue of Communitas, Dr Anton Binneman and Dr Corne Davis write about the use of indigenous knowledge systems for science communication in the context of the Square Kilometre Array radio astronomy project, while Lesego Radebe et al. investigate how traditional folk media can be used to convey diabetes mellitus messages at public health-care services. 

In an article by Dr Tsitsi Mkomde and Dr Estelle de Beer, nongovernmental organisations (NGOs) can benefit from their analysis of the communicative decision-making processes used by corporates to make decisions about funding NGOs and other donor recipients. In another NGO-related article, Prof Retha de la Harpe presents a conceptual model for NGOs and volunteer-based organisations to use data generated by an online platform to understand the invisible user.

For marketers and brand communicators, Dr Abyshey Nhedzi provides valuable insight into improving brand-linkage effectiveness for consumers from an African perspective, while Vuyelwa Constance Mashwa et al. focus on the consumer’s perspective in their article on the use of fictional spokes-characters in brand advertisements and communication. 

The increased focus on pro-environmental reputations by consumer brands and how this is reflected in South African print media, provides marketing-communication practitioners with guidelines to distinguish between types of green advertising, as identified by Prof Angelique van Niekerk and Dr Marthinus Conradie. Dr Patrick Mupambwa and Prof Norman Chiliya look at factors that influence the adoption of an e-marketing orientation among Zimbabwean churches. 

Heterosexual responses to lesbian and gay-themed advertisements are the focus of an article by Nkosiville Welcome Madigana et al., while Dr Karabo Sitto and Prof Elizabeth Lubinga analyse online discourses on gendered myths, risks, and the social amplification of male rape. 

With an increasing number of digital natives joining social media and the growing popularity of influencer culture, Dr Stenford Matenda et al. are looking at young people’s use of social media to increase social capital.  An article by Dr Mvuzo Ponono investigates the implications of current debates on fake news for South Africa and how we understand these insights in the context of histories of conflict and high inequality. Dr Ponono is a lecturer in Communication Science at the UFS. 

*Communitas uses a continuous publication (CP) model and authors are invited to submit manuscripts online or email the Editor-in-Chief, Dr Willemien Marais, at maraisw@ufs.ac.za for assistance. The journal is one of the accredited journals of the University of the Free State. Visit the Kovsie Journals webpage for more information. 

News Archive

UFS study finds initiation does not build character
2015-06-24

Photo: Canva.com

Initiation at schools and school hostels does not build character or loyalty. On the contrary, it is a violation of human dignity and the rights of children.

This is the opinion of researchers from the University of the Free State’s Faculty of Education after an exploratory study of initiation practices in schools.

Although the use of initiation in schools and school hostels is forbidden by the Regulations to Prohibit Initiation Practices in Schools, the study found that this practice is still widely evident in schools. The study also found that, in some cases, teachers and/or principals take part.

In the study, led by Dr Kevin Teise from the Faculty of Education, it was found that physical deeds and even violence and emotional degradation were inflicted under the guise of ‘initiation’.

The study was discussed recently during a panel discussion between the Faculty of Education, the Faculty of Law, and the Institute for Reconciliation and Social Justice.

The ‘initiation activities’ that take place during school hours ranged from carrying senior learners’ bags or doing other favours for them, handing over their food or food money, doing senior learners’ homework, and looking down when they speak to senior learners.

In school hostels, it was found that learners were expected to do humiliating things, and were also subjected to physical demands and even violence. Learners pointed out that they were smeared and beaten, their heads pushed into toilets, they had to bath or shower in cold water, they had to eat strange things, and they were prevented from sleeping.

Dr Teise says initiation practices are a general phenomenon in the schools and school hostels that took part in the investigation. Newcomers were subjected to silly and innocent practices, but also to physically and emotionally degrading, and even dangerous ones, before and after school, and during breaks and sports- and cultural gatherings.

“The study’s findings give every indication that the constitutional principles on which the policy document, Regulations to Prohibit Initiation Practices in Schools, is modelled, are not being put into practice and respected at these schools. Policy documents and school rules are pointless if learners, old pupils, parents, teachers, and the broad community consider initiation an acceptable behaviour that is, ostensibly, an inseparable part of school or hostel tradition and of the maturation and/or team-building processes.”

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