Vol 7, No 1 (1988)

TELEVISION producers have specific demands when asked about the types of insight they would like to gain from media research. In this paper an overview of the literature on "pilot programme testing" is given, and the technique of formative evaluation research on educational television is discussed. The latter technique was adapted for programme research on entertainment program ming in South Africa to address the specific needs of television and radio producers. Using three different methodologies, including measur ing audience reaction second by second, and "focus group" discussions, valuable insight In audience response have been gained. The results of this research suggest immediate practical implementation thereof, bringing the media researcher and media practitioner closer together. Dr D.P. van Vuuren is Head: Broadcasting Research at the SABC and Dr J.J. de Beer is Head: Media Effects Research of the Institute for Communication Research of the HSRC. The article was presented at the ninth Conference of the South African Marketing Research Association, Vanderbijlpark, November 1987.

DOES development communication flourish in Botswana, Zimbabwe and Malawi? Have official controls, direct or indirect, brought about a clear development communication policy in these countries? This article provides some empirical research into the radio, television and print media and tentatively finds that, despite the recommendations of the New World Information Order that the media pursue a national development policy, there still exist some elements of a 'free Press', that the Western democratic concept of Press freedom is not yet dead.

THIS article explores the possibilities of religious communication as a field of study In the science of communication. The author adopts the point of view that religious communication is experienced by a large number of people. They claim the existence of a sender, messages, media, receivers, feed back, Interaction and communicative relations. "Explanations" for this religious phenomenon are presented by the sciences of theology, philosophy, psychology and sociology. The communication science should take cognisance of these findings. The focus of the communication sciences should fall on the religious response or expression or feedback by Individuals and groups. Religious language is one field of study. Another field of study is the communication dynamics as experienced in religious cults, symbols, ceremonies and acts. The first priority should be to identify and define the specific field of the communication sciences within the religious phenomena. Then, themes for research can be explored. In this article attention is given to different psychological "explanations" for religious communication e.g. the theory of projection, Infantilism, numinous experiences, archetypes, the pursuit of value systems, etc. Exploratory formulations for the religious communication of these theories are presented in this article. The transcendental explanation, namely the pre-scientific premise that God exists, is also discussed. Here, the accent for the communication science falls on responses which are divided into religious sensitivity, directional and expression responses.

THIS study proposes that marketing communication can be approached within a socio-psycho logical framework, where market-related information is subject to both internal (cognitive) and external or social influences, specifically reference groups. The concept of Information-seeking within this framework implies that the consumer is actively involved in the interchange of market related Information, and that he actively seeks Information relevant to his goals in the purchase situation. A broad spectrum of literature on Information-seeking is systemized according to the nature and sources of information seeking. From this model, a number of propositions regarding the nature and sources of consumer information seeking for social products are formulated, which form the basis of the empirical investigation. While the findings of the study point to the pervasive influence of reference groups in Information-seeking and consumer behaviour, they also indicate that there is a clear distinction between direct, verbal reference group influence communicated by Informal personal sources and in direct, non-verbal reference group influence communicated by formal, non-personal sources. A number of implications for marketers and advertisers are suggested.

THIS article examines the patterns of influence that exist between organisational behaviour and communication climate. A comprehensive over view of the literature and research findings form the basis of this discussion. From this discussion It is evident that communication is a very important process in the organisation and that management is becoming increasingly aware of the influence that communication climate exerts on a wide range of organisational behaviours.

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At issue is the suppression of news in South Africa. Ken Owen, editor of Busi- ness Day, states in this article: "There is a vast difference between a system that limits expression by law, subject to the judgement of the courts, and one which seeks to impose a vaguely de- fined set of restraints that go beyond the law". He argues that South Africa has been moving from the former system to the latter, casting law aside. But calls for censorship of the news, couched as "greater responsibility", or "better judgement", even "patriotism", ema- nate from all quarters. All depending on whose ox is gored, writes Mr Owen.