Appendix III

Appendix III

ANNOTATED BIBLIOGRAPHY OF SELECTED COMMONLY USED TEXTBOOKS IN SOUTH AFRICA

1. Albert, J.: Negotiation skills. Rondebosch, Cape Town: Centre for Intergroup Studies, 1986. UCT, UNISA (rec).

This publication was borne out of a workshop on conflict mediation and negotiation skills held in Cape Town in 1985. It takes as its focus inter-personal communication. It aims to summarise basic guidelines for the inexperienced, who may become involved in negotiation or mediation in group conflicts in South Africa, and so empower them through an understanding of these negotiation skills and techniques. The book explains the nature of human conflict and anger and ways of dealing with them and also highlights the importance of listening. It discusses the concept of negotiation in detail and offers practical guidelines. It also discusses mediation and facilitation and offers valuable pointers for a mediator. The book is well rooted in the South African context and is written in a clear, accessible manner. 2. Baggaley, J. & Duby, A. & Lewy, A. (Eds.): Evaluation of educational television. Johannesburg, 1987. SABC, UNISA.

3. Barenblatt, M. & Sinclair, R.: Make the other half work too. A text on advertising in South Africa. 2nd edition. Johannesburg: Southern, 1989. UNISA (rec).

This book provides a comprehensive analysis of the advertising industry and is intended to be a handbook for both practioners and students. It considers the role and scope of the profession, its history in South Africa, the consumer, the South African market, the advertising agency, advertising controls, electronic media, marketing research, media in South Africa and advertising production. The book provides an up-to-date account of advertising in South Africa and articulates an attitude to the "new South African consumer" where consumers are addressed not on the basis of race, but on their power to consume. 4. Behrens, J.J.: Bibliographic control and information sources. UNISA, PE TECH. This is a basic text on reference work and its methods, providing an up-to-date guide on the major reference and bibliographic sources found in South Africa and overseas. It seeks to acquaint students with three aspects of information work : the basic manner in which information is controlled, the major bibliographic sources which provide this control and the most commonly used content sources which provide information. 5. Blem, N. & Brits, R.N. & Reekie, D.: Elements of South African Marketing. Johannesburg: Southern, 1989. UNISA (rec). The stated intention of this book is "to provide the first year (tertiary) student with an up-to-date and forward looking treatment of the current state of knowledge in the field of marketing." It deals with marketing in the context of present day South Africa and is rooted in an understanding of marketing as "a total system of business action rather than a fragmented assortment of functions." This theme is reflected in the topics covered by the book which include a broad discussion of the relationship between marketing and business, an explanation of consumer behaviour and a variety of more technical concepts such as pricing, marketing channel decisions and product and promotion decisions. Although the book could be considered to broadly fall within the parameters of communication studies, it is more rooted in business theory and provides little discussion or explanation of the role and function of media in the South African context. It is a comprehensive reader for business rather than communication students. 6. Boonzaier, E. & Sharp, J.: South African keywords : the uses and abuses of political concepts. Cape Town: David Phillips, 1988. CCMS. The stated aim of this book is to help students (particularly in the social sciences) to analyse the nature of the society in which we live. The book takes a range of terms and explores the way they have been used in the South African context. The starting point of the book is that these terms are used to construct versions of social reality that reflect the interests, knowledge and beliefs of the observers rather than simply what they observe. Discussion is offered on a range of topics : culture, community, tradition, race, tribe, ethnic group, population group, 1st and 3rd worlds, development, informal sector, gender and children. 7. Borcherds, M.M. et al.: A guide to effective spoken and written communication. Cape Town: Arrow Publishers, 1990. UCT, (PCU). This book concentrates on oral and written communication. It provides guidelines for planning and presenting these messages to enable "effective and confident communication." The book focuses on principles underlying spoken and written communication, instructions for oral messages and graphic communication. It gives clear instructions on how to plan and organise these messages. 8. Botha, M. & Van Aswegen, A.: Beelde van Suid Afrika : 'n Alternatiewe Rolprentoplewing. Pretoria: RGN Uitgewers, 1992. UOFS.

9. Bozzoli, B. (Ed.): Town and countryside in the Transvaal. Ravan: Johannesburg. CCMS.

The book is a collection of papers from the second history workshop held at Wits in 1981. The essays reflect a common concern for the history and analysis of the lives of ordinary people. The book doesn't deal with communication as such, although there is a chapter of essays entitled "Life and culture in the towns" which offers an historical perspective on South African cultural activity. 10. De Beer, A.S.: Mass media for the nineties: The South African handbook of mass communication. Pretoria: JL Van Schaik Uitgewers, 1992.

UOFS

11. De Wet, J.C.: The art of persuasive communication. 2nd edition. Cape Town: Juta, 1991. UNISA. UOFS.

This book deals with the notion of persuasion which it defines as a process of communication in which a communicator succeeds in voluntarily forming, sustaining or changing the attitudes or behaviour of one recipient or group of recipients in accordance with what the communicator intends by his or her message. In a detailed fashion the book gives a descriptive overview of the historical development of persuasion and also describes critical issues in contemporary persuasive communication. It also devotes attention to propaganda as an important form of mass persuasion and discusses the performance dimensions of persuasion in relation to politics, for example image management and political negotiation. The stated intention of the book is to provide useful knowledge to potential persuaders and persuadees - the latter in the sense that it will give them a better chance to identify persuasion and "defend themselves against the unscrupulous". While this may be achieved, the book is finally more concerned with persuasion on a general, theoretical level than in discussing it in terms of specific communication apparatuses. 12. De Wet, J.C. & Rensburg, R.S.: Evaluation of public speaking. Cape Town: Juta, 1989. UNISA. This book focuses on speech communication which it sees as a sub-discipline of communication science. It aims to link skills in public speaking to an evaluative framework. The book provides information on the art of speech-making on the platform, radio and television and also gives tips on mass media interviewing techniques and political campaign debating techniques. 13. Du Plooy, G.M.: 500 communication concepts: English/Afrikaans. Cape Town: Juta, 1991. UNISA. This is an explanatory dictionary covering 500 concepts and expressions used in the communication field, specifically persuasive communication, marketing communication and non-verbal communication. The purpose of the book is stated as firstly to encourage uniformity in the use of communication terminology and secondly to make both English and Afrikaans publications that deal with communication more accessible to scholars and practioners in the field. The book provides clear definitions of a comprehensive selection of key communication concepts, although there is a greater emphasis on practical or technical terminology than on theoretical notions. Dictionaries of this sort, accessing other language groups would be very useful. 14. Du Plooy, G.M.: Sound as communication code. Pretoria: University of South Africa. (Sound Cassette), 1988. UNISA.

15. Du Plooy, G.M.: Understanding television: guidelines for visual literacy. Cape Town: Juta, 1989. UNISA.

The stated purpose of this book is "to investigate the meaning of visual literacy so as to improve man's level of visual literacy through a study of broadcast television." The emphasis falls on the ways in which visual signs and symbols are used to communicate intended meanings by means of broadcast television. The book investigates the complex nature of television and wishes to promote critical response skills among students. The book uses quite complex terminology but also gives ideas for visual literacy exercises and workshops. 16. Du Preez, H.: Rondom interkulturele kommunikasie in Suid Afrika. Pretoria: Unibook Uitgewery, 1989. UOFS.

17. Finn, S.: Professional persuasion. Butterworth: Pretoria, 1983. NAT TECH.

The stated intention of this book is to redress the imbalance in data concerning the subject of persuasion in South Africa from a combined organisational, public relations, advertising and political perspective. It explores persuasion in the interpersonal setting, in organisations and in public relations, advertising and politics. The book gives fairly comprehensive advice on ways in which various media cam be used in the different fields. As well as exploring the ethics of persuasion the book also gives a wide range of examples of persuasion in every day life. Rather than exploring theoretical concepts, this book acts as more of a practical guide to understanding the notion of persuasion and how different media may be used to effect it. 18. Fourie, H.P.: Communication by objectives. Johannesburg: McGraw-Hill, 1977. UNIZU. This book outlines an approach to communication : the system of Communication By Objectives (CBO). It gives a breakdown of 21 steps which should enable effective communication ranging from identifying needs and formulating objectives to stucturing communication and selecting media. 19. Fourie, L.: Sounds of survival. Johannesburg: SABC. (Sound Cassette), 1977. UNISA.

20. Fourie, P.J.: Aspects of film and television communication. Cape Town: Juta, 1988. UNISA.

This book considers five approaches to the theoretical study of film and TV communication : positivist, semiological, phenomenological, aesthetic and critical. The book aims "to give readers some idea of the fascinating scientific discussion generated by these media both as forms of symbolic expression and as examples of our late twentieth century public communication culture." The book gives a broad and accessible introductory overview of the main theoretical approaches to media studies and supplies a useful reading list at the end of each chapter as well as a filmography. 21. Fourie, P J. (Ed.): Critical television analyses. An introduction. Cape Town: Juta, 1991. UNISA, UOFS. This book provides a useful introduction to critical television analysis. It describes and critically evaluates six methods rooted in structuralism and post-structuralism : ideological criticism and analysis, genre criticism, narrative theory and analysis, feminist criticism, reception theory and psycho-analysis. It situates critical television analysis broadly within the context of general media theory, of which it gives a good account. The book supplies a comprehensive reading list but does not use any examples from South African television or media. 22. Hachten, W.A. & Giffard, C.A.: Total onslaught: the South African press under attack. Johannesburg: Macmillan, 1984. UNISA. This book is a study of the measures taken by the South African government to control the mass media. It gives a brief history of apartheid and the relevent legislation and documents exercises of power over the field of public communication (largely the press, with some attention to broadcasting). Although interesting from a historical point of view its description of the state of the South African press and its analysis of the political scenario is now largely outdated. 23. HSRC: The use of radio and television in education and training. Pretoria, 1984. HSRC, UNISA (rec). This publication summarises the findings of the working committee "Learning needs and media utilization". It supplies a list of needs that could be satisfied by educational radio and television and also gives a list of recommendations around how educational radio and television could be successfully applied in South Africa. 24. Jamieson: Communication and development. Pretoria: Butterworths, 1988. NAT TECH.

25. Jansen, N. & Steinberg, S.: Theoretical approaches to communication. Cape Town: Juta. 1991. UNISA, UOFS.

This work delimits the field of general communication theory and so provides a useful introduction to this area. It discusses representative theories : explaining and critically assessing them. Each approach is defined with reference to its assumptions concerning communication. Although none of the theory is discussed with reference to South Africa, the book does illustrate the point that any single approach to communication studies is limited. 26. Jansen, N.: Philosophy of mass communication research. Cape Town: Juta, 1989. UNISA, PE TECH. This book is directed towards researchers in the social/communication science field. It deals with the field of mass communication research and sets out to examine the anthropological, ontological and epistomological assumptions of four main approaches to this field : Functionalism, Symbolic Interactionalism, Phenomenology and Critical Theory. Founders of the approach are briefly discussed and reference is made to varieties of the approach. An indication of the major debates between the different schools and the methodological implications of the various approaches are also provided. The book generally offers a comprehensive overview of the major approaches to mass communication research but fails to ground it in the South African context. The book does not discuss current South African research in terms of the theoretical schools explored. 27. Jansen, N.: C. Wright Mills : social critic. Pretoria: Academia, 1980. UNISA (rec). In an accessible format, this book expolres the central ideas of Mills's social/communication criticism. It concludes that although his work shows certain deficiencies, his example of how a social scientist can be a responsible citizen, involved with society, "constantly forces itself upon our attention." 28. Koekemoer, L.: Marketing communications in South Africa. A South African perspective. Durban: Butterworths, 1987. UNISA (rec), UOFS. This book focuses on total marketing communications, including advertising, direct response communications and promotions etc. It gives a South African perspective while focusing on the history, nature and scope of advertising, advertising's role in society, advertising controls, role of the advertising agency and media planning. The book's analysis of the South African consumer may be outdated however since it still discusses the "black market".The book also provides a comprehensive glossary of advertising terms. 29. Malan, J.P. & L'Estrange, J.A.: Public relations Practice in South Africa. Johannesburg: Juta, 1965. PE TECH. This is a handbook concerning the theory and practice of public relations in South Africa. It aims to take into account the specificities of a multi-lingual and multi-racial South Africa although it is now out of date. It considers the nature of public relations, the tools of public relations (giving examples of various techniques), public relations in practice and public relations as a career. 30. Marchant, H.: Communication media and development. Pretoria: Butterworths. PE TECH, NAT TECH, UNIZU.

31. Mouton, J. & Marais, H.C.: Basic concepts in the methodology of the social sciences. Pretoria, 1988. HSRC, UNISA (rec).

32. Oosthuizen, L.M.: Media policy and ethics. Cape Town: Juta, 1989. UNISA (rec), NAT TECH.

This work scrutinises South African media policy and its ethical implications. It explores what is meant by media policy, how it is formulated and its relationship with ethics. The book describes South African media legislation and explores policies of different local news institutions. It finally contributes to current media policy debates by naming factors which should be considered when formulating future media policy. 33. Prinsloo, J. & Criticos, C.: Media matters in South Africa. WITS. The essays in this book were presented at a national conference on media education entitled "Developing Media Education in the 1990's". The field of media education is outlined in the book as a complex area with interlinking aspects and concepts. These are dealt with in the various contributions which address the diverse approaches and developments in media education in South Africa. 34. Rensburg, R.S. & Bredenkamp, C.: Aspects of business communication. Cape Town: Juta, 1991. UNISA. This book covers aspects of business communication, both internal and external. The book devotes attention to inter-personal communication (dyadic and small group business communication) as well as public and external communication. It is in relation to the latter categories that the book provides useful information on the effective use of the mass communications media. In this way the book could be useful for public relations students. 35. Roelofse, J.J.: The South African press in context: an evaluation. Cape Town: Juta, 1992. UNISA.

36. Roelofse, J.J.: Towards rational discourse: an analysis of the report of the Steyn Commission of inquiry into the media. Pretoria: Van Schalk, 1983.

UNISA (rec).

This was written to provide students with a summary of the Steyn Commission's report. It outlines the main findings and recommendations while summarising and evaluating the commission's discussion of the South African press, the SABC and government information services. The book is interesting for an historical perspective of the South African media. 37. Shillinglaw, N.: Information society. A.D Jonker. PE TECH. This book is intended for students of library and information science at universities and technikons in South Africa. It aims to reflect the rapid developments in the communications and information processing and storage fields, and their implications for information delivery in society : The book aims to show its readers that this field is wider than is traditionally acknowledged. The focus of the book, which is based firmly in the South African context, is the information agency in its various forms. The topics it deals with include South Africa as an information society, information for development in South Africa, authorship and book publication in South Africa, bookselling and distribution, fee-based information services and information and the state. 38. Skinner, J.C. & Von Essen, L.M.: South African Handbook of public relations. Johannesburg: Macmillan, 1985. UNISA (rec), PE TECH, UOFS. This was written to give an insight into the conditions in which public relations is practised in South Africa. The book discusses how different media can be used to get publicity and gives case studies of effective South African campaigns. Overall it is a comprehensive "how to" book for public relations students. 39. Stuart, K.: The newspaper men's main guide to the law. Pretoria: Butterworths. UNIZU.

40. Tomaselli, K. & Tomaselli, R. & Muller, J. (Eds.): Narrating the crisis : Hegemony and the South African Press. Johannesburg: Richard Lyon and Co., 1987. UNISA (rec), CCMS.

This book offers an historical overview of the South African press in relation to political economy. It offers a conceptual framework for media analysis followed by case studies : the battle between Nationale Pers and Perskor, the press and educational reform, labour reporting and the role of the press on issues of black housing. Although now dated, these detailed studies offer valuable information on the nature of the South African press. The book also gives a theoretical overview of the conceptual tools applied in analysis of the South African media and traces the political and economic context of the South African media. 41. Tomaselli, K. & Tomaselli, R. & Muller, J.: Currents of power : State broadcasting in South Africa. Anthropos: Bellville, 1989. CCMS. This study examines the history of the South African broadcast media in enhancing and creating the general and own affairs cultures required by the National Party for their continued dominance. It examines struggles within the SABC, the reasons for and content of TV2/3, the role of soap operas in ideological legitimation and the way in which broadcasting technology has been shaped for political ends. The book gives useful historical information on broadcasting in South Africa dating back to 1924 and although some of the information provided in the case studies is now out of date, many of the issues raised are pertinent to current broadcasting debates in South Africa. 42. Tomaselli, K. & Louw, E.: The alternative press in South Africa. Anthropos: Bellville, 1991. CCMS.

43. Tomaselli, K et al.: Rethinking culture. Anthropos: Bellville. CCMS.

This book situates itself within the the "task of cultural reconstruction that must occur in South Africa". It considers culture in struggle in South Africa and attempts to popularise cultural studies. It looks at the work of culturalists and oral historians, considers contemporary cultural studies in South Africa, examines culture, society and education in South Africa, culture and media and popular culture and performance. The book is grounded in the context on contemporary South Africa, is accessible and provides comprehensive reading lists. 44. Tomaselli, K.: Cinema of apartheid. Random Century: Sandton, 1989. This work analyses the historical development and present state of South African cinema. It describes a range of South African films and comments on how they reflect South African realities. In particular the tension between English, Afrikaans, Black and White films is explored. An account of the government's use of subsidies and censorship is given while the media and distribution system in South Africa is also examined. The book also examines the financial infra-structure, marketing strategies and work habits of the industry. The book concludes with an appraisal of independent cinema in South Africa. 45. Van Rooyen, J.C.W.: Censorship in South Africa. Johannesburg: Juta, 1987. UNISA (rec). Written by a chairman of the Publications Appeal Board this book provides a commentary on the application of the South African Publications Act. It gives an explanation of the rationale behind censorship in society stating the aims of this legislation. The book serves mainly to explain the PAB's interpretation of what constitutes morality and catalogues the standpoint on various issues from nudity, sex and crude language to violence and blasphemy. It also defines the procedure and authority of the statutory bodies under the Publications Act and explains conditions on films and books and details criminal liability under the Publications Act. While dealing with some of the debates around censorship in South Africa, the book does not deliver any direct criticism, it's starting point being that state control of (the arts) has been mankind ever since authority was first vested in the state. It is a useful source from a legal point of view although it may now be a bit dated. 46. Van Zyl, J.A.F. & Tomaselli, K. (Eds.): Media and change. Johannesburg: McGraw-Hill, 1977. WITS. In this volume of papers by various authors a general overview of media is presented and many of the key concepts of communication studies are interrogated. The book offers an interdisciplinary approach and considers still photography, the schools of thought concerning mass media effects, the evolution of communication in individuals and societies as well as scientific research and planning issues. 47. Van Zyl, J.A.F.: Image Wise. Hodder and Stroughten, 1987. WITS. This book gives a general introduction to the analysis of film explaining how film communicates and how meaning is produced. Photograhpy and the vocabulary of film is discussed and a step by step in-depth analysis of a film is offered. The book also gives a glossary of terms and exercises to help the student understand various concepts. 48. Vorster, W.S. (Ed.): The morality of Censorship. Pretoria: University of South Africa, 1989. UNISA (rec). This is a collection of papers presented at the 13th symposium of the Institute for Theological Research (UNISA) in September 1989. It consists of a collection of papers "reflecting on the nature and consequences of being controlled and regulated by outside authorities in moral conduct." The political dimensions of censorship, pornography, and censorship and the arts are among the topics considered. The contributors include various academics and the chairman of the Publications Appeal Board. 49. Young, D. & Regnart, C.: Media and meaning. Cape Town: Oxford University Press, 1992. WITS. This book aims to make the student (at both secondary and tertiary level) familiar with the basic process of communication and understand how media's influence can be used positively. Simple forms of human expression are dealt with as well as music, fashion, architecture, film, radio and newspapers. The book has a strong emphasis on media in Southern Africa and also offers practical exercises to promote understanding of the issues.
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