Vol 4, No 2 (1985)

INTERNATIONAL communication today is For this typified by the southern flow of Information, from the northern hemisphere to the south- ern hemisphere, dominated by the de- veloped nations in information gathering and dissemination, and intensified by tech- nological advances in communication in the last two decades. The incessant cries of "cultural Imperialism," "cultural domina- tion," and "cultural invasion" echoing from Africa, Asia, the Middle East, and Latin America have precipitated a rigid control of communication in many developing coun- tries. The imbalance of communication flow, castigated, and denounced by every developing country, is considered to be the source of all evils, ranging from the failure of politico-economical policies and erosion of social norms and values to street crimes and prostitution; nevertheless, the verdict is still not yet in. This study attempts to illustrate the fundamental problems, to ex- plore the consequences of communication imbalance, and to examine communication dysfunctions in order to provide a set of solutions specifically addressed to the ell- mination or the reduction of the detrimental effects of communication dysfunctions. In the meantime, evidence is provided to sub- stantiate the contention that communica- tion imbalance can be eventually corrected, not by control but by allowing the free flow of all types of communications. Japan is a typical example: she absorbed the best and discarded the disharmonious features of Chinese and Western civilizations. Further attempts are also made to examine the in-herent, natural immunity of cultures against alien concepts and practices. The conclu- sion is aimed at the battle cries of "cultural imperialism": much ado about nothing.

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ON July 2nd 1985 the Human Sciences Re- search Council released its main report on intergroup relations in South Africa, The South African Society: Realities and Future Prospects. This paper provides an overview of this investigation with specific reference to the role of communication in intergroup relations. The background to this study is first discussed, followed by some of the more salient conclusions contained in the main report. Specific issues concerning communication and intergroup relations are dealt with in conclusion

POLITICAL COMMUNICATION as a recently emerged subdiscipline of the Communication Science is rapidly expanding. However, it needs not only to continue its research but also to develop models for further research and theory construction. This paper proposes that in order to get a comprehen- sive view of the field, a holistic perspective is required. The process of political com- munication is described as a systemic ac- tivity. Aspects of a systems approach are discussed and a systems model for political communication is advanced. In this model the major components with its functions are political institutions, the media and the public operating within the qualifying politi- cal culture that characterises the system. It is concluded that a systems approach is, at this stage in the development of Political Communication as a field, preferred to more reductionist approaches.

THE communication of current affairs like road safety in the mass media create some problems in multicultural societies like South Africa. In order to evaluate the campaigns in the mass media and the schools during Road Safety Year 1984, two surveys among Black, Coloured, Indian and White children between the ages of 10 and 17 years were undertaken by the HSRC in cooperation with The National Road Safety Council. The first survey was conducted prior to the commencement of Road Safety Year 1984 and the second during Septem- ber 1984. The results show that there is vast differences between the children of the vari- ous population groups with regard to their knowledge of subjects related to road safety and their sources of formal and infor- mal education in this regard. It appears that the electronic media reaches larger audi- ences than the print media.

THE aim of the study was threefold: to establish children's general feelings and re- sponses towards television commercials; to test their knowledge as regards the purpose of commercials and finally, to deter- mine the influence of the different compo- nents of television commercials on the child's retention of these. Thirty children in three different age groups were tested. It was established that although children do not always believe the claims that are made, they enjoyed commercials. Furthermore, they generally knew what commercials are about. A final conclusion was that vision is the most important non-verbal component which aided retention of the commercials.

THIS article discusses how consumers probably arrive at purchase decisions. It explains the purchase dynamics which Influ- ence the purchase of one product versus another product and one brand versus another brand within a given product cate- gory. From understanding how consumers arrive at buying decisions, a model is de- vised to suggest how those consumers can be approached with advertising and discus- ses why advertising content and style should be so different for different product categories. COMMUNICARE also encourage contri- butions from the industry to ensure a two- way flow of communication between theory and practice. Especially when these contri- butions show how theories and models studied in the communication discipline can be applied in practice, and in its turn stimulate further research.

WHILST there seems to be a strong commit- ment by the government to reform the socio-political system, the basic task to market this reform policy to a most diverse electorate still remains at hand. Although "reform" may be a somewhat more esoteric and crucial product than soap powder or fast foods, it is no less real. And the marketing principles which apply are no different...