4. Electronic Theses and Dissertations (ETDs) - Faculties submissions

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    Disruption of creative marketing supply chain due to generative artificial intelligence
    (University of the Witwatersrand, Johannesburg, 2022) Evertse, Justin
    This study explores the transformative impact of generative AI on the creative marketing industry's supply chain process, focusing on the challenges and opportunities presented by AI in content creation. The advent of AI has revolutionised the way content is generated, leading to a paradigm shift in the creative landscape. The study investigated the implications of this shift for creativity, originality, and efficiency within the marketing and advertising sectors. Through a qualitative research methodology, including interviews with various industry stakeholders, this study delved into the nuances of AI's integration into creative processes and its effects on workflow, production, and distribution channels within the creative marketing industry. The research is grounded in theories of disruptive innovation and technology organisation enterprise theory, providing a theoretical framework to analyse the impact of AI technologies on traditional creative and marketing practices. It addresses crucial concerns such as the ownership of AI-generated content, the role of human creativity in the age of AI, and the ethical considerations surrounding AI in creative industries. The study's findings highlight a dual impact: AI as a tool for enhancing creative processes, enabling more efficient and diverse content generation, and AI as a disruptor, challenging traditional roles and workflows within the industry. Significantly, the study identifies a shift towards more collaborative models between AI and human creativity, suggesting that the future of the creative marketing industry lies in leveraging AI to augment human talent rather than replace it. This balance presents opportunities for innovation and new forms of content creation but also necessitates a re-evaluation of skill sets, job roles, and industry standards to adapt to an AI-integrated environment. The research underscores the importance of ethical guidelines and industry-wide discussions on the use of AI, advocating for policies that support creativity, protect intellectual property, and ensure fair competition in the evolving landscape. In conclusion, this qualitative research study provides an insightful analysis of the complex dynamics between generative AI and the creative marketing industry. It offers a comprehensive understanding of the challenges and opportunities AI presents, iii emphasising the need for a strategic approach to integrate AI technologies. By highlighting the potential for AI to augment human creativity and transform supply chain processes, the study contributes valuable perspectives to the ongoing discourse on the future of creativity and technology in marketing and advertising
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    A social realist perspective of academic advising in a South African higher education context: A study of practices and practitioners
    (University of the Witwatersrand, Johannesburg, 2023-08) De Klerk, Danie; Dison, Laura
    The South African higher education sector has numerous challenges to contend with. Students' prospects of success are often vulnerable to uneven secondary schooling, structural and material constraints, massification of the sector, and a range of other factors. In this thesis, I argue that academic advising has the potential to help find responsive and sustainable solutions to address these challenges. Academic advising is well established in the global north. In contrast, it remains an emerging field of practice in South Africa, with a dearth of literature about how advising is developed and practiced within the country’s unique higher education context. This thesis aims to contribute to the limited knowledge base about advising as a practice and the work of academic advisors as practitioners in South Africa. The study provides a social realist perspective of the emergence of advising within a South African higher education context. It draws on Margaret Archer’s work on structure, culture, and agency, the morphogenetic approach, and the notion of stratified layers of social reality to analyse data, make inferences, and draw conclusions. This is a qualitative study that adopts a mixed methods approach. The research paradigm is phenomenological, while phenomenographic principles are used selectively to advance the objectives of the study. The data that informs the study consists of a quantitative baseline dataset and qualitative data collected through semi-structured interviews with 15 academic advisors working at the University of the Witwatersrand. As this is a PhD by publication, the thesis consists of four interconnected papers (i.e., chapters), bookended by introduction and conclusion chapters. The first paper provides insights about advising as gleaned from the baseline data, while the second draws on the same data to highlight the impact of students’ structural and material constraints on the work of academic advisors. Papers three and four use interview data to glean academic advisor insights about advising prior to and during the COVID-19 pandemic, respectively. The thesis concludes by highlighting the transformative potential of academic advising for South African higher education yet cautions that a major shift in the way advising is perceived and practiced is required for its potential to be realised.