Vol 19, No 1 (2000)

This article argues that dubbing translation involves more than “mere” translation: it
is the task of the dubbing translator to create dialogue that has to be spoken by
dubbing actors and, for this reason, playability can be the only true test for the
success of a dubbing translation. As no single definition exists for the term, insights
from various disciplines, such as Visual Communication and Semiotics, are used to
develop a model that would enable translators to create playable character dialogue for
individual characters. The model is then tested by being used for the analysis of the
German film Mephisto directed by Istvan Szabo.

The aim of this empirical study was to determine the chief executive’s role expectations
of the most senior manager or practitioner responsible for the corporate communication
(public relations) function in the organisation, in terms of the PR strategist (a strategic
role at top management level), the PR manager and the PR technician. A
conceptualisation of the role of PR strategist preceded the empirical study, differentiating
it from the historical roles of PR manager and PR technician. The most important finding
was that CEOs in the sample empirically verified the conceptualised role of the PR
strategist.
In view of the findings of the Excellence Study that shared expectations between top
management and the corporate communication manager should exist for an organisation
to achieve excellent communication (Dozier, Grunig & Grunig 1995), this study made
an important contribution by establishing a benchmark regarding CEO expectations of
the most senior manager responsible for the corporate communication function

Children are becoming increasingly important as a focus for marketing strategies as a
result of not only their increased purchasing power, but also because of the influence
they exert on parental purchasing decisions. Currently, little is known about how
children view television advertising messages directed at them, or the advertising
formats that appeal to them. The purpose of this research was therefore to discover
how young children view television adverts directed specifically at them. Data was
collected by making use of eight focus groups. The findings suggest inter alia that
separate messages must be formulated for boys and girls, that messages must contain
a cleverly told story, and that the message must be relevant to them

In this article, the author gives an overview of how quality control is done in
Communication Science at Dutch and Flemish universities. He bases his overview on
his experience as a member of the Dutch/Flemish External Quality Control Commission
during 1998/99. The article focuses briefly on the question “why quality control?”, a
definition of quality control, the process of quality control, challenges in and threats
to Communication Science, and on-site visits to departments. He finally provides the
Dutch checklist (reworked and translated) used by external quality control commissions
for the evaluation of university teaching.

South African educational institutions are confronted by a myriad of new policies,
legislation and qualification frameworks, resulting in extensive transformation of the
South African educational landscape. This article explores the effect that the pursuit
of transformation objectives is having on communication training and education at
universities and technikons. A number of transformation priorities for communication
education and training is also identified.