4. Electronic Theses and Dissertations (ETDs) - Faculties submissions
Permanent URI for this communityhttps://hdl.handle.net/10539/37773
Browse
2 results
Search Results
Item Effects of Digital Activism on Brand Awareness and Image(University of the Witwatersrand, Johannesburg, 2022) Malambo, Nachanza; Anning, Thomas DorsonThe purpose of this research paper is to explore the impact that digital activism has on brands in South Africa. Digital activism, commonly known by social media users as cancel culture, has gained momentum with social media audiences; using the network effects of popular platforms such as Twitter, YouTube, Facebook and Instagram to discipline users, brands and celebrities that may have erred or offended users. As brands observe the increase of hours spent on social media, they are likely to increase their presence on the platforms of choice either for digital advertising and marketing communication purposes or to connect with potential audiences. They may be caught up in incidents of digital activism as has been seen with brands such as H&M, Dove, Tresemme and Clicks in recent years in South Africa. This paper begins by unearthing the roots of digital activism in political sciences disciplines and explores how the brand management theories of brand image and brand awareness are affected by this activity. The research problem explores the fact that traditional marketers have concentrated on the positive brand building elements of brand equity, with attention given to the awareness and image that brands are able to conjure in the minds of consumers; without much focus on the negative elements of brand avoidance, hate, and aversion, which can be outcome of digital activism. The research objectives were firstly to investigate the impact that social media activity has on brands as it has been shown that an increase of social media usage among individuals would increase the interaction that brands have with their intended target audience and members of the community. Secondly, the study sought to investigate the impact that digital activism has on brand awareness as one of the gaps to be studied is on the negative impact that digital activism or cancel culture may have on brand awareness. Thirdly, the researchers examined the impact of digital activism on brand avoidance, as a deliberate effort to avoid the brand either online or physically. Lastly, the study seeks to investigate the impact that digital activism has on a brands image, on whether this is reduced or increased in the light of increased mentions, trends, or appearances on popular social media platformsItem The Politics of Cancel Culture: Origins, Identity, and Prognostications of Cancel Culture in South Africa(University of the Witwatersrand, Johannesburg, 2023-03) Dunlop, John Anthony Blackadder; Omar, AyeshaIn this Research essay, I identify five socio-political developments, trends, and or features which characterize the relationship between Cancel Culture and South Africa. Firstly, because of Cancel Culture’s origins and notoriety, the concept was moulded in the United States and, therefore, a modern liberal device. Secondly, because of its roots Cancel Culture is also founded upon ideas around identity and woke politics. Thirdly, South Africa’s employment of Cancel Culture is justified within the country’s common and most troublesome socio-political struggles, which include issues with racism, decolonization, sexual assault, and gender-based violence. Fourthly, South African Cancel Culture, is ideologically and politically non-partisan, as there doesn’t seem to be an overload of opposition, claim and dismissal for the concept. Lastly, South Africa’s right-wing conservatives and far-right factions are not as hyper-critical of Cancel Culture, and their discontent and critiques of the socio-political phenomenon are not well published when compared to the Western World. This essay argues and predicts that: firstly, Cancel Culture will not take an extensive period before it becomes a household name, and more cases or examples will follow. Secondly, Cancel Culture’s social media presence will escalate, which will allow for further development and evolution of the concept. Thirdly, Cancel Culture will become a prominent fixture and component among South Africa’s various Universities. There will be an upsurge in self-censorship and political correctness amongst South African citizens to prevent attempted cancellations. South African liberals and far-left advocates will continue to be Cancel Culture’s principal protagonists and perpetuators. Following that, right-wing, conservative, and far-right South Africans will aim to retort and resist the rise of Cancel Culture. I contend that parallel to the United States, Cancel Culture will continue to be an ineffective feature of South Africa’s contemporary socio-political environment. Lastly, because of Cancel Culture’s online presence and notoriety, the concept will have a dramatic increase in academic enquiry, research, and literature.