TURNITIN

1

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

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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

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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

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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

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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.

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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

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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

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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.

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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.

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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

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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

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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).

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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

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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

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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

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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;

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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

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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

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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

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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

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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

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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%)

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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.

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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.

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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

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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.

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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.

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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

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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.

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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.

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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

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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,

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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.

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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

35

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.

37

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

42

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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10. UNISA radio station uses latest information communicationtechnology of digitisation, internetStrongly Agree #AgreeNo opinionDisagreeStrongly Disagree

44