Post on 31-Mar-2023
Student Number : 43970974
Student Name : Mabizela P.P
Module Code : COM 4802
Theme Two : Survey Research and Ethics in Mass Media
Research
Assignment Four : Examination Portfolio
DECLARATION:
I Percyval Pheelo Mabizela hereby declare that:
This assignment contains my own work, original ideas and
work.
Those ideas or work that are not my own have been cited
through the prescribed referencing system:
I have not submitted the ideas or work contained in this
assignment for any other work or tertiary education
credit (e.g. an assignment for any lecturer or module)
I have read and understood the sections regarding
referencing techniques and plagiarism in Tutorial Letter
CMNHONE/301.
I am aware that plagiarism is punishable in terms of the
Copyright (Act 98 of 1978) and that I have read the
2
regulations of the University of South Africa in this
respect available on line:
http://cm.unisa.ac.za/contents/departments/tuition_policies/
docs/copyrightinfrengement_and)plagiarism_policy_16nov05.pdf
Student Name/Signature Date
Percyval Pheelo Mabizela 03 January 2015
Witness signature/name Date
Takalane Mabizela 03 January 2015
TABLE OF CONTENTS
CONTENTS PAGE
1 INTRODUCTION 5
2 RESEARCH PROBLEM 6
3 EXTENT 6
4 POPULATION 7
5 SUB-PROBLEMS AND SUB-ISSUES 8
6 ASSUMPTIONS 8
7 RESEARCH QUESTIONS 8
8 GOALS AND OBJECTIVES 9
9 THEORETICAL APPROACH 9
3
10 RESEARCH DESIGN 11
11 DATA COLLECTION METHODS AND TECHNIQUES 12
11.1 Research method
12
11.2 Measuring instrument
12
11.3 Sampling method
13
11.4 Data collection procedures
14
12 DATA ANALYSIS 15
13 FINDINGS 17
14 CONCLUSIONS 21
15 ASSESSMENT AND ETHICAL REQUIREMNTS 22
SOURCES CONSLUTED 25
ADDENDUM A: SELF-EVALUATION AND SELF-REFLECTION 26
ADDENDUM B: RESEARCH QUESTIONNAIRE 28
4
1 INTRODUCTION
The following study is an electronic cross-sectional survey
research, which uses online questionnaires emailed to
respondents. The research explores and describes perceptions and
experiences of employees in UNISA campus radio station, about the
5
South African campus community radio industry and its
development. The survey contains quantitative research questions
which aim to explore and describe perceptions of active campus
radio industry professionals in UNISA radio.
Survey research is the most feasible method for gathering data in
this research, because it is more practical and financially
affordable. Financial implications and challenges of gathering a
group of respondents, for a group administered questionnaire are
minimal since the survey is conducted on line, questionnaires are
emailed to respondents. Financial implications covered only the
phone calls for reminding respondents of the research. With the
available resources and skills of the researcher, the research
could be conducted from start to finish with relative ease. This
study on perceptions of UNISA radio employees is relevant to
media studies, because it will inform initiatives and programs
aimed at growing the campus community radio industry; therefore
it meets the criteria of relevancy. The issue dealt with in this
research is best researchable using a survey research method.
This research study adheres to ethical requirements of dealing
with human subjects: obtaining consent, guaranteeing privacy and
causing no harm or injury to respondents.
6
2 RESEARCH PROBLEM OR RESEARCH ISSUE
This research is an electronic quantitative cross-sectional
survey, which aims to explore development needs of the South
African campus radio industry according to perceptions of UNISA
radio employees, a South African campus-based community station.
Survey research is most feasible method for gathering data inthat it is more practical and financially affordable.
This study of perceptions of UNISA radio employees is relevant tomedia studies, because it will inform initiatives and programsaimed at growing the local radio entertainment industry, it meetscriteria of relevancy.
This research question on informational and development needs ofthe entertainment industry is most researchable through a survey,because surveys can gather descriptive and analytical data thatwould explain a phenomenon as that under question.
This study adheres to research ethical requirements of dealing
with respondents, such as privacy, confidentiality and non-
deception.
3 EXTENT
UNISA Radio is a campus, community-based, online streaming, talk
7
radio station.
UNISA radio aims to reach UNISA community, which comprises
students, employees and public in South Africa and
internationally, with information of UNISA community interest:
UNISA student lifestyle, career guidance, employment
opportunities, student support and student entertainment.
This electronic cross-sectional survey research administers
online questionnaires to employees of UNISA radio station that is
based in Pretoria. This study assesses the perceptions of UNISA
radio employees about the development of UNISA campus radio
station.
This study meets the criteria of relevancy in that will inform
interventions and programmes aimed at developing the campus
community radio. This research is a rich source of information
because it gathers data that could contribute to the development
of campus radio - directly from industry insiders themselves,
employees of UNISA radio.
The research question lingers on informational and developmental
needs of campus radio industry and is most researchable through a
survey; because surveys can gather descriptive and analytical
data that would explain a phenomenon as that under question. This
study adheres to research ethical requirements of dealing with
respondents; such as privacy, confidentiality and non-deception.
4 POPULATION
8
Du Plooy (2009:108) maintains that the target population is the
actual population to which we want to generalise the findings of
the research. Therefore the target population in this research
comprises active participants in the UNISA campus community radio
station. This research targets UNISA radio employees, on-air
talent, technical staff and management. UNISA radio has a
complimentary of 42 staff members, whom are hired as volunteers
in the station.
Accessible population refers to all units of analysis that the
researcher can have access to, for the purpose of conducting the
study (Du Plooy 2009:109). Accessible population for the study
are 20 employees from UNISA radio, consisting of on-air talent,
technical staff and management.
Population characteristics
All selected subjects for the research are active employees in a
South African campus-based radio station, UNISA radio.
Individuals selected as populations for this study are males and
females who are volunteer employees at UNISA radio.
Individuals selected as respondents for this study are
knowledgeable about the South African radio broadcasting industry
since they are industry incumbents.
These populations are between the ages of 20-34, and are students
at the University of South Africa.
9
Units of analysis
The units of analysis for this study are the employees of UNISA
community campus
radio station. The employees who participate in the research are
on-air talent, technical
personnel and the management of the radio station.
5 SUB-PROBLEMS
Saturation of talent poses a challenge in UNISA campus radio
station.
Decline in advertising on the UNISA campus radio station.
Utilisation of information and communication technologies on
the UNISA campus radio.
Adherence to ICASA regulations for development of UNISA
campus radio station.
6 ASSUMPTIONS
Saturation of talent is a challenge facing UNISA campus
radio station.
UNISA campus radio is threatened by the decline in radio
advertising.
The latest information and communication technology is
exploited by UNISA campus radio station.
UNISA campus station has to develop in accordance to ICASA
regulations.
10
7 RESEARCH QUESTIONS
What are the challenges facing UNISA campus radio station?
Is the future of UNISA campus station affected by a decline
in radio advertising?
Does UNISA campus radio take advantage of the latest
information and communication technologies?
Does UNISA community radio develop by adhering to the
regulations imposed by ICASA?
8 GOALS AND OBJECTIVES
Du Plooy (2009:50) distinguishes between two research goals,
applied and basic goals. In case of this study the salient
communication research goal is the applied goal. An applied
research goal has as its purpose to evaluate and assess attitudes
of people in the campus radio broadcasting industry; about the
development of the campus radio broadcasting. The data gathered
helps in creation of intervention programs that aim to develop
the UNISA campus radio station. Therefore this research is
conducted with the aim of solving challenges hindering
development of the radio broadcasting industry. Challenges which
may hinder the development of UNISA campus radio station are: a
decline in radio advertising; acquisition of talent for the
station; use of latest information and communication
11
technologies; industry regulations by ICASA and retention and
growth of audiences.
Du Plooy (2009:50) maintains that research objectives are not
mutually exclusive; a particular study can have more than one
objective. In this study, objectives are two-fold: research has
explorative and descriptive objectives. Explore perceptions and
experiences of UNISA campus radio station employees about the
development of the station. The other objective is to describe
development needs of campus radio broadcasting industry according
to perceptions of UNISA radio employees.
9 THEORETICAL APPROACH
Unisa radio website declares that UNISA campus radio is a campus
community based radio station which is operated by volunteers and
aims to provide platform for students with an interest in radio
broadcasting to apply their skills. UNISA campus radio is an
online stream talk radio that broadcasts in South Africa and
internationally, to reach UNISA students and community at large.
UNISA radio focuses on academic content, educational shows career
guidance and job opportunities.
One of the powerful means to create and enhance national identity
is to promote the cultural industries. In addition cultural
industries contribute significantly to the creation of
employment, development of human skills and social capital
(Department of Arts and Culture: Creative South Africa: 1998:5).
The research paper commissioned by the Department of Arts and
12
Culture states that in a globalize world, cultural industries are
crucial in differentiating one place from the rest of the world.
On the downside, the South Africa Sector Studies Research Project
(2008:3) commissioned by the Department of Labour states that
creative industries in South Africa have been neglected in
mainstream trade and industry policy.
The Price Water House Coopers (Media Outlook 2013:130) states
that listening to the radio continues to be a popular activity
across South African society. Statistics from SAARF’s Radio
Audience Measurement Survey (RAMS) for June 2013 confirms this by
showing that radio listenership is holding steady at 3.29 hours
per day or 24.24 hours a week.
Radio is the primary broadcaster and point of consumption for
South Africans. In South Africa radio is categorized according to
commercial, public and community sectors. ICASA grants three
types of licenses for radio stations commercial, public and
community broadcasting license; and radio stations granted the
license are subject to regulation by ICASA. In 2003 ICASA
increased the quota for South African music air play on
commercial stations to 25% and on public service radio to 40%
(South Africa Sector Studies Research Project 2008:48).
.
Radio lost a share of advertising to other forms of media and its
share decreased to 10.9% in 2011. However, radio industry
recovering and expected to gain a share of 12.2% between 2013 and
13
2017 (Media Outlook 2013:124). The decline in radio could be
attributed to an influx in popular culture products and the
emergence of the latest information and communication technology.
The latest information communication technology of the Internet
and digitisation, offer new possibilities for distribution. The
PriceWaterHouseCoopers (Media Outlook Report 2013:122) states
that in South Africa there about 5% of the population listening
to online radio stations and 28% listens over their mobile
phones. Social media which comes with the Internet has
facilitated interaction between radio station and its listeners,
through a variety of social networks applications as FACEBOOK,
TWITTER; there is a two way communication between the advertisers
presenters and the listeners, and through digital platforms of
mobile, sms texts (Media Outlook Report 2013:122).
The declining employment in the South African economy has
adversely affected the cultural industries. In the context of a
saturation of talent, the radio industry in South Africa is
characterised by a shortage of media platforms for the
overflowing talent. The South Africa radio industry has more
talent than the radio market can consume.
In light of the above discussion, it becomes clear that the
theoretical approach used in this research is the interpretivist
theory. According to Wagner, Kawulich and Garner (2012:56)
interpretivist theory aims to understand the world as others
experience it, and it deals with people experience. As is the
14
case in this research, about perceptions of UNISA radio employees
on the development of the local radio industry. Through this
theory the research aims to gain knowledge of the radio industry
in South Africa, by studying employees of UNISA radio, who are
active participants in this industry.
Of relevance to media research is the subject of uses and
gratifications. Uses and gratifications theory focuses on
research questions about why audiences consume the media of their
choice. Du Plooy (2009:282) postulates that uses and
gratifications theory to audience research centres on reasons of
audience to select a particular media and the effects of media
consumption have to be researched through perceptions and
experiences of audiences. Uses and gratifications theory
considers the media consumer, and relies heavily on the survey
method to collect data.
10 RESARCH DESIGN
This study uses quantitative research design. Its nature is to
assess perceptions and experiences of respondents about UNISA
campus radio station. Quantitative design formulates the
assumptions about the UNISA campus radio; which identify the
variables to be measured by the research. Through this
quantitative design the research examine variables which impact
on the development of UNISA campus radio station. Therefore a
quantitative survey using close-ended questions will gather data
15
in a short period and is relevant to the research question, the
research aims to uncover.
Du Plooy (2009:87) insinuates that quantitative design aims to
describe and explain degrees; in addition quantitative design
collects numerical data in order to generalise from a sample to
the target population.
11 DATA-COLLECTION METHODS AND TECHNIQUES
11.1 Research method
Wimmer and Dominick (2000:161) maintain that in order to describe
current conditions and attitudes as they exist, a descriptive
survey is admissible. Therefore this research utilises
descriptive survey to explore and describe perceptions of UNISA
radio employees about the development of the UNISA campus radio
station. A descriptive survey is a suitable research method,
because it investigates problems in a real life setting, such as
the UNISA campus radio station.
Descriptive survey is relevant to the research topic and question
in that it informs the study about the existing conditions in the
local South African radio, and extracts needed answers from the
respondents who are UNISA radio employees.
However varying might be the definitions of cultural industry, in
the context of this research, cultural industry encompasses all
forms of media entertainment, ranging from film, television and
radio broadcast; music; dance; journalism and publishing;
16
theatre; new media and design (fashion, graphic, game). This
research focuses on the radio broadcasting industry, specifically
the campus community radio station.
11.2 Measuring instrument
This quantitative survey research make use of an electronic self–
administered questionnaire to measure variables which impact on
the development of UNISA campus radio station. This research uses
closed ended questions in the questionnaire to assess the
perceptions of UNISA campus radio employees about the development
of the UNISA campus radio station. This research will determine
variables that affect development of UNISA radio and present this
information numerical order. The questionnaire survey could be
found in Addendum B, on page 20 of this document. Participants
indicated their responses with a “hash key”, because of
technological challenges.
In particular this study uses the Likert scale as the measurement
instrument. Variables which contribute to the development of the
local radio industry are established with the research topic in
mind. Respondents can therefore have an opportunity to express
the degree to which they agree or disagree with statements of the
research questionnaire. Wimmer (2000:55) states that for such a
measuring instrument each response should be added to produce a
single score on the topic.
This research uses the ordinal level of measurement. Attributes
measured are used to classify and to rank the variables of the
17
research. Ordinal level of measurement is used to indicate their
level of agreeing or disagreeing with the statements in the
research questionnaire. In addition, Wimmer and Dominick
(2000:52) & Du Plooy (2009:129) maintain that ordinal measurement
ranks variables according to certain dimensions which differ from
one another, such as from smallest to largest.
11.3 Sampling method
This research is a pilot study and the sampling type used is non-
probability sampling, not every member of the population has an
equal chance of being selected for the study. For the purpose of
his study, non-probability sample is financially affordable and
is doable in the available time allotted to the research. Non-
probability sampling is often used in mass media research, and it
does not follow mathematical probability and researcher cannot
calculate the amount of sampling error present (Wimmer & Dominick
2000:82). Non-probability sampling means that the researcher has
control over the choice of subjects or respondents to the
research (Du Plooy 2009:115).
When it comes to method of non-probability sampling, this
research utilises convenience sample. Convenience sampling is
also known as available sample and refers to involving in the
study respondents who are readily available (Du Plooy 2009:123;
Wimmer & Dominick 2000:83). Respondents are chosen by virtue of
their availability to participate in the electronic survey; and
18
being present at the radio station when the researcher instigated
invitation for participation.
In case of this research, the stipulated instruction is that the
sample size be limited to 20 respondents. Therefore twenty
employees from UNISA radio: on-air, management and technical
staff are invited to participate in the study.
11.4 Data collection procedures
This cross-sectional research uses an electronic questionnaire as
a data collection instrument. The questionnaire is administered
to respondents online, through sending email. Online surveys are
cost effective and afford the respondent opportunity to answer
questionnaire at owns comfort.
After the sample of respondents has been drawn, interaction is
initiated with potential respondents whom are conveniently
selected to participate in the study. The researcher approached
UNISA campus radio at the station premises where employees were
met and introduced to the study. The respondents’ provision of
their contact details (email address and mobile telephone number)
indicates their interest in participating in the research study.
The data collection instrument which is the questionnaire is
designed and distributed online. A research cover letter is
composed and attached to the questionnaire to introduce and
19
explain the research. It is in the cover letter that respondents
are encouraged to participate in the study and dates for
returning the questionnaire stipulated.
After questionnaires were distributed, respondents were
telephoned to be reminded of the survey and to encourage
returning their responses on a certain date.
The online survey is feasible and suitable; it increases ease
of communication between the researcher and the respondents,
and makes participation in the survey easier for the
respondents.
12 DATA ANALYSIS
Data cannot be meaningful or interpretive if it is not
presented in an organised fashion(Wimmer and Dominick
2000:233). The research measures perceptions of employees of
UNISA radio, about the development of the radio industry.
Inevitably this research lends itself to descriptive
statistics for data analysis. More specifically this research
uses data distribution as method to analyse data. Data
distribution is suitable for this quantitative study because
it displays data in table form. For the purpose of this
20
research, data distribution is used to present data in a tally
sheet.
This study measures perceptions of the respondents against the
background of
variables which contribute or hinder development of the radio
industry. Variables are
both positive and negative, in that they either contribute or
hinder development of
the radio industry.
The tally sheet, proceeding this discussion allocates
quantitative data to variables examined through a frequency
distribution. The tally sheet is convenient because it counts the
frequency with which certain responses occur to certain research
statements.
This is a quantitative questionnaire survey, which uses close-
ended questions. Measuring instrument applied in this regard is
the Likert scale. Respondents are asked to express the degree to
which they agree or disagree with certain research statements.
Frequency distribution then counts occurrence of responses on
(various degrees) to the measured variable.
The coding in the tally sheet is expressed through a frequency
distribution of responses to the research statements. The
frequency distribution table contains columns expressing the
21
degree to which respondents agree or disagree with certain
statements, and these scores are expressed percentages.
The rows outline the variables studied in this research. These
variables are informed by assumptions and sub-problems; and
appear on the research questionnaire.
This media research although conducted on a community
broadcaster; its applied goal makes it valid for replication in
media research circles. Similar lines of inquiry could be
followed by a mass media research. Limitation to this study is
that it is restricted to a community broadcaster. Even so,
public, commercial and community media fulfil the role of
information dissemination and culturalisation, this study is
relevant across radio sectors (public, commercial and community).
TALLY SHEET OF RESPONSES COUNTED
SA A N DA SDASaturation
of talent
4 (20%) 12
(60%)
4 (20%)
Decline in
advertisin
g
4 (20%) 5 (25%) 5 (25%) 4 (20%) 2 (10%)
Adaptabili
ty to ICT
10
(50%)
10
(50%)ICASA
music
airplay
6(30%) 11(55%) 11
(15%)
22
regulationUNISA
capacity
to nurture
talent
7 (35%) 13
(65%)
UNISA is
flourishin
g as a
station
4 (20%) 12
(60%)
4 (20%)
Employment
decline in
South
Africa
economy
8 (40%) 6 (30%) 6 (30%)
SD= Strongly agree; A= Agree; N= Neutral, DA= Disagree; SDA=
Strongly disagree
13 FINDINGS
Out of the accessible population of 20 UNISA radio employees, 60%
of respondents are female and 40% are male. Out of the accessible
population, 20% of the respondents have been working in the radio
broadcasting industry for over five years. While the other 20%
have been in radio for three years, a further 30% have been in
radio for two years, while the remaining 30% is on a radio
broadcasting environment for the first time.
23
The following discussion is a summary of measurements of the
research variables examined in this study on radio development:
Saturation of talent
Strongly AgreeAgreeNeutralDisagreeStrongly Disagree
Saturation of talent is a variable that affects negatively the
development of the radio industry. Saturation of talent means
that the radio industry is not developed enough to cater for a
greater part of radio professionals, this is a challenge facing
the local radio industry. The research on this variable obtained
the findings 60% agrees with the statement while 20% strongly
agrees the other scant 20% is neutral on the statement.
24
Advertising decline
Strongly Agree
Agree
Neutral DisagreeStrongly Disagree
Decline in advertising affecting adversely the development of the
radio industry obtained vague findings, 20% of respondents
strongly agree and another 20% agree, while 10% of respondents
strongly disagree, another 20% disagree with the statement, and
25% of respondents are neutral. Findings of this research show
that whether decline in advertising challenges NISA radio, is
indecisive.
ICT adaptabilityStrongly AgreeAgreeNeutralDisagreeStrongly Disagree
25
Responses received from the questionnaire prove that UNISA
employees are confident about the stations adaptability to
information and communication technology. An alarming 100% agreed
with the statement, 50% percent strongly agree and the other 50%
agree.
ICASA music regulation
Strongly Agree
Agree
Neutral DisagreeStrongly Disagree
With regards to the variable of the station’s submission to the
ICASA regulation of 40% local music on air-play. Only 15% of
respondents are neutral regarding this statement, a striking 65%
agrees with the statement and the remainder 20% strongly agrees.
26
UNISA capacity to develop
Strongly AgreeAgreeNeutralDisagreeStrongly Disagree
There is unison on UNISA radio capacity to nurture talent of its
employees, 35% of respondents strongly agree with the statement
while the remaining 65% agrees with the statement.
Decline in employment
Strongly Agree
Agree
Neutral DisagreeStrongly Disagree
The statement of radio industry’s development is affected by the
decline in employment, 40% agree, and the remainder 60% is
distributed 30% of respondents are neutral and the other 30%
disagrees.
27
UNISA is flourishing
Strongly Agree
Agree
Neutral DisagreeStrongly Disagree
The majority of respondents agree with the statement that UNISA
radio is succeeding, 20% strongly agree while another 60% also
agrees, only a 20% maintain neutral.
14 CONCLUSION
This report has found the following conclusions in the context of
UNISA campus community radio station:
There indeed is saturation of talent that characterises the
campus radio station. Responses from the survey confirms the
assumption that one challenge facing the campus radio station
is the overflow of talent and not enough platform to provide
opportunities. The research counts that 20% of responses agree
with this assumption and 60% of respondents agree, while a low
20% is neutral about this assertion.
To the research question whether a decline in advertising
challenges UNISA campus radio station, the answers provide by
28
the research is inconclusive. The assumption that a decline in
radio advertising is threatening the existence of UNISA campus
radio is therefore unsettled because 20% of responses strongly
agree, while 25% agree; another 25% is neutral an 20% of
respondents disagree, while a meagre 10% strongly disagrees.
The assumption that a decline in advertising threatens UNISA
campus radio station is rejected, more so, because campus
radio stations do not focus on offering the service of
advertising, as much they do information and education for the
campus community.
The research question about the adaptability of UNISA campus
station to the latest information and communication question
has been answered clearly. The assumption that UNISA campus
radio station is takes advantage of information communication
technology is fully accepted as 50% of respondents strongly
agree with the assertion, and equally 50% agrees with the
statement.
UNISA campus community radio station submits to the regulation
by ICASA for community stations to contain 40% air play of
local music. The findings count that 85% agree with this
assertion (20% strongly agree, and 55% agree), while a scant
15% is neutral about this statement. The assumption that UNISA
campus radio station adheres to the stipulations of
broadcasting regulator ICASA is fully accepted.
29
The research question if UNISA campus radio station is
successful as a campus radio station is answered by 80% or
respondents agree and only 20% is neutral. Therefore the
assumption that UNISA radio is developing and is successful
positioned for the future, is fully accepted.
Whether a decline in employment affects development of UNISA
community radio is unclear, 30% of responses are neutral,
while 30% disagree and 40% agree with the assertion. The
assumption that a decline in employment in the South African
economy is dubious.
15 ASSESSMENT OF ETHICAL REQUIREMENTS
This research meets the ethical requirements of media research,
when dealing with respondents and subjects. This study adheres to
research ethical requirements and principles as stated in Wimmer
and Dominick (2000:68). Ethical requirements adhered to are as
follows:
Voluntary participation
Wimmer and Dominick (2000:69) confirm that, an individual is
entitled to participate in the research or decline. Likewise
in this survey research, respondents are invited to
participate in the research upon their own discretion. No
respondent is coerced in any form or involved in the research
without knowing. UNISA radio personnel are approached,
informed about the research and invited to participate.
30
However the individuals have freedom to consent to
participation in the research or to decline. Informed consent
is indicated by the respondent providing an email address and
contact numbers.
Concealment and deception
Concealment is withholding certain information from the
respondents, while deception is giving respondents false
information (Wimmer & Dominick 2000:71). The researcher
provided all information material for the respondents to know
about the research. No false information has been given to the
research respondents in any form. This research study adheres
to the principle of no concealment and deception of research
employees in the research. No information material to the
research was withheld from UNISA employees whom are
respondents to this research.
Protection of privacy
When participating in this research study respondents are
guaranteed privacy of their identity and their contact
details. This research assures anonymity and confidentiality
to the employees. If deemed necessary employees will be
informed about who might access the research information.
Nonmaleficence and beneficence
Wimmer & Dominick (2000:68) states that Nonmaleficence refers
to the act doing wrong or inflicting harm unto others.
Beneficence refers to removing all existing harms that could
31
affect respondents in the research. Therefore this research
takes care not to expose employees to any potential harm or
injury. In addition this research treats respondents with
fairness and respect; and weighs harmful risks against
benefits of the employees.
Relevancy: This media research is relevant for gathering data
that helps communication scientists to create media products or
intervention programs which contribute towards development of the
industry and artists.
Reachability: This research question on informational and
development needs of the entertainment industry is most
researchable through a survey, because surveys can gather
descriptive and analytical data that would explain a phenomenon
as that under question.
Feasibility: Survey research is most convenient for gathering
data in that it is financially affordable. Financial implications
are minimal since the survey is conducted on line, emailed to the
respondents. With the available resources, the research could be
conducted from the start to the finish stage; research planning
data gathering an analysing, interpreting and compiling research
report.
Ethical acceptability: This research considers issues of ethical
acceptability as spelled out on Wagner et al (2012:64). This
survey is ethically acceptable in that it contributes knowledge
to communication science and helps is developing the industry,
32
does not harm employees or incite undesirable outcomes. The
respondents whom are purposefully chosen are invited to answer
the questionnaire and are clearly informed about the study they
participate in. Since this survey is online, questions
administered via email, consent is shown by respondents
disclosing their email address to the researcher for the
questionnaire to be emailed. Anonymity and privacy highly
maintained in this research.
In addition to the above criteria, other ethical considerations
are:
Voluntary participation and informed consent: This research does
not coerce or manipulate any respondent into participating.
Respondents are informed and invited to participate, and are
given liberty to decide whether or not to participate or to
discontinue participation during the research. Any respondent
interested in the study gives his or her email address to which
the questionnaire will be forwarded.
Consensus of respondents to participate in the study is indicated
by respondents giving out their email address to the researcher.
Concealment and misinformation: The researcher may not, under any
circumstance not disclose information about the research relevant
for respondents to know. The researcher does not withhold
information about research and is truthful and not misleading or
deceiving.
33
Protection of privacy: Since this survey is administered on
line, there might exist fears about respondents’ private
information such as their email address. In this research
respondents and their details are treated with great care that
guarantees respondents anonymity and privacy. No information
material to the respondents or their information is disclosed to
external parties; only a research report may be disclosed.
Respondents and their particulars are maintained private and
anonymous.
SOURCES CONSULTED
Department Of Labour. 2008. Creative Industry in South Africa
Du Plooy, GM. 2009. Communication research: techniques, methods
and applications. Kenwyn: Juta
Du Plooy, T. 2001. Only study guide for COM 306D: Communication
Research. Pretoria: University of South Africa
Wagner, C, Kawulich, B & Garner, M. 2012. Doing Social Research:
a global context. South African Edition. Berkshire: McGraw Hill
Higher Education
Wimmer, RD & Dominick, JR.2000. 6th edition. Mass media research:
an introduction. Belmont, Calif: Wadsworth
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South African Entertainment and media outlook. 2013-2017
PriceWaterHouseCoopers: South Africa
University of Pretoria: 2011. Economic Contribution of Copyright
Based Industries in South Africa.
University of South Africa. Department of Communication Science.
2014. Honours Studies. CMNHONE: Tutorial Letter 301/0/2014.
Pretoria
University of South Africa/. Department of Communication Science.
2014. Media research: Tutorial Letter 101/0/2014 for COM 4802.
Pretoria
SELF ASSESSMENT AND SELF REFLECTION
This assignment has taught me a great deal about mass media
research. Doing this research project I learnt about
quantitative research, and its method of survey research. I
have learnt to define the problems, sub-problems and
assumptions that make up a research study. Doing this
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assignment has taught me to conduct a survey research, to
decide on data collection methods and the and the ethical
requirements attached to mass media research
I have learnt how to define a research topic, and construct
research question or issue. I have gained more knowledge on
research theories, techniques and their respective methods. I
have learnt to construct a research questionnaire as an
instrument of survey research, and have learnt the proper way
of asking questions in a research questionnaire. Doing this
assignment, I have learnt how to analyse quantitative data and
distribute the data sets on a distribution frequency. I have
learnt how to interpret and present findings of a quantitative
research.
I am able to decide which research method and design to use,
and which data collection instruments are suitable for which
research study; and have gained more confidence when it comes
to sampling. I have accomplished the skills to decide which
method of analysis will be used in a research study, and I
have acquired important knowledge on the different types of
distribution and statistics methods available to analyse
quantitative data. I have gained the strength and confidence
of initiating my on research studies based on my ideas and
observations. I am have learnt how exactly research in media
works.
I still need to strengthen my definition of data collection
methods, and clarify my research design more effectively. I
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would like to be more comfortable with research design and
defining the extent of my research. I would like to
strengthen statistical data analysis skills and draw
conclusive findings.
I have achieved the outcomes set for this study unit, I have
gained knowledge in quantitative survey research, data
collection, sampling and ethics affecting mass media survey
research. I have achieved the learning outcomes completely; I
am able to conduct research starting with topic and problem
statements, to research planning and gathering data. I am able
to interpret and present findings from a research study, and
am able to draw conclusions and recommendations from a
research study.
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Dear Respondent
I am Percyval Mabizela, a student enrolled for Honours degree in MediaResearch. As part of the completion of this subject, I need to executea quantitative survey. I hereby invite you to participate in a survey,about the radio industry in South Africa. The aim of this research isto discover and define perceptions of UNISA radio employees (on-airtalent, management, technical) about the development of UNISA radio.
This research will contribute to the development of the local radioindustry and its role players, which are incumbents in the industry.The responses from the questionnaire will inform programmes andinterventions aimed at improving and developing the local radioindustry
Participation in this research is voluntarily and employees areguaranteed anonymity and protection of their private information(identity, contact details). Only the researcher and UNISA examinerswill have access to the responses in the research questionnaire.
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Your participation is highly valued. Please return the completedquestionnaire to the email address of the researcher which is thesender of this email.
Thank you.
Yours faithfully
Percyval MabizelaResearcher 072 140 9198mabizelap@yahoo.com
Please answer by marking a cross in the appropriate box
1. Indicate your gender: Male Female #
2. Please indicate your role in UNISA radio:On-air talentManagementTechnical #
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3. Indicate how long you have been in the radio broadcasting industry:This is my first yearThis is my second yearThis is my third year #Over five years
To what extent do you agree with the following statements?
4. The UNISA radio station in South Africa is flourishing as itis supposed. Strongly Agree Agree #No opinionDisagreeStrongly Disagree
5. Declining employment in the South African economy is affectingthe development of the radio industryStrongly Agree #AgreeNo opinionDisagreeStrongly Disagree
6. There is a saturation of talent for radio work whichchallenges UNISA radio as they cannot provide opportunities toeveryone. Strongly Agree #AgreeNo opinionDisagreeStrongly Disagree
7. UNISA radio is capacitated to develop careers of its employeesin a radio broadcasting industry. Strongly Agree #AgreeNo opinion
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Disagree Strongly Disagree
8. UNISA adheres to the regulation by ICASA for 40% airplay ofSouth African music in community stations. Strongly Agree AgreeNo opinionDisagreeStrongly Disagree #
9. UNISA radio is affected by the decline in advertising that
affects the South African radio broadcasting industry. Strongly Agree Agree #No opinion Disagree Strongly Disagree
10. UNISA radio station uses latest information communicationtechnology of digitisation, internet Strongly Agree #AgreeNo opinionDisagreeStrongly Disagree
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Please answer by marking a cross in the appropriate box 1. Indicate your gender: Male Female #
2. Please indicate your role in UNISA radio:On-air talent # ManagementTechnical
3. Indicate how long you have been in the radio broadcasting industry:This is my first yearThis is my second year #This is my third yearOver five years
To what extent do you agree with the following statements?
4. The UNISA radio station in South Africa is flourishing as itis supposed. Strongly Agree Agree #No opinionDisagreeStrongly Disagree
5. Declining employment in the South African economy is affectingthe development of the radio industryStrongly Agree AgreeNo opinion #Disagree
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f
Strongly Disagree
6. There is a saturation of talent for radio work whichchallenges UNISA radio as they cannot provide opportunities toeveryone. Strongly Agree AgreeNo opinion #DisagreeStrongly Disagree
7. UNISA radio is capacitated to develop careers of its employeesin a radio broadcasting industry. Strongly Agree Agree #No opinion Disagree Strongly Disagree
8. UNISA adheres to the regulation by ICASA for 40% airplay ofSouth African music in community stations. Strongly Agree AgreeNo opinion #DisagreeStrongly Disagree
9. UNISA radio is affected by the decline in advertising that
affects the South African radio broadcasting industry. Strongly Agree AgreeNo opinion Disagree Strongly Disagree #
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