Statistical Package for the Social Sciences (SPSS) 41 A qualitative data analysis tool - Nvivo 7 41 Why a semiotic analysis of the cellular networks'. This dissertation examines the youth consumer culture in South Africa through a case study of mobile phone consumption. This objective was to reveal why young people have cell phones and how they respond to marketed messages that encourage cell phone use.
This is particularly evident in the purchase of mobile phones and airtime and how the purchasing decision reflects the individualization of the self. This dissertation offers, and concludes with, a deeper insight into the dynamics of young people and their mobile phone.
Keywords
List of Acronyms
Chapter One
These are some of the factors that have contributed to the emergence of mobile phones as a valuable communication tool. A research study was designed to investigate the benefits for youth aged 18-25 of purchasing mobile phones and the uses they have for them. To this end, the respondents' rationale for owning a mobile phone was addressed through Abraham Maslow's (1970) Hierarchy of Needs model, and the findings examined how mobile phones are woven into most levels of modern human needs.
The Uses and Gratifications Theory was then used to explain why people have cell phones. These are contextualized within two micro-theories, namely Maslow's Hierarchy of Needs and The Uses and Gratification Theory, to explain the consumption and use of mobile phones in this youth market segment.
Chapter Two
Strelitz highlights as a central point the fact that "the field of youth media consumption is under-researched worldwide" and that "this is certainly true of South African youth research" (Strelitz, 2005:56). The second focuses on “globalization as liberalization” which examines “a global world without regulatory barriers to the transfer of resources between countries” (Scholte, 2000:45). In contrast to the "industrial perspective", the "critical perspective" "evolved from Marxist social theory" which claims that "all means of production, including media production, determine the nature of society" (Fourie, 2004:122). ).
Parallel to the notion of Western imperialism or “Americana,” “The United States is a leading exporter of cultural goods, and the entertainment industry is one of its largest exporters” (Thussu, 2006:15). De Lange and Haker (2007 Online) mention how identity is constructed in virtual reality: “The Internet also gives the possibility of living two lives.
Chapter Three
Here four of the main qualitative approaches are introduced [The main qualitative approaches are; Ethnography, Phenomenology, Field Research and Grounded Theory. You must demonstrate that the method chosen is a valid and appropriate test of the question. Therefore, the researcher omitted the answers obtained from this question when analyzing the data.
Having only one respondent has presented problems in evaluating the marketing strategies of mobile network companies in the youth market. This led to the researcher evaluating the different marketing channels used to communicate with specific audience/s.
Chapter Four
Inherent in the findings of why this sample has cell phones is the articulation of the two microtheories mentioned. It is also important to consider how the industry perceives this segment of the youth market. Brand quality at 37% illustrates how important this attribute is in the eyes of respondents.
In this regard, relevant signs indicating the supposed appeal of websites to young people will be examined. Vodacom4Me' can be clicked to load a selection of opportunities for the youth market. The "existence of the invisible" to which this sign calls attention applies to the websites discussed in this dissertation.
Based on some of the questionnaire responses of this study, this is likely to be some of the content that respondents download. A handy promotion at the top of the website highlights new games that can be downloaded to mobile phones. In browsing this aspect of the website, it is clear that it is aimed at a youth market.
This section deals with a brief analysis of MTN's website in relation to its focus on the youth market. What really appeals to the youth (and fosters a relationship with CellC) is the practicality of the Juice website. This comparison chart highlights some of the similarities and differences between the mobile network websites analyzed in this thesis.
The results of the survey, consisting of a questionnaire and a semiotic analysis of mobile network websites, presented an insight into the mobile phone consumption pattern of UKZN students. Gillingham says it's "the age of a mobile-centric generation, young people who build their lives around mobile phones". In addition, the uses and gratifications theory is useful because in the context of the Ndumo people, the use of a mobile phone is to attract attention.
The next section of the Global Youth Survey that covers this thesis is "Mobile Usage" (May 5, 2008).
Chapter Five
By exploring these key areas, this thesis offered a more holistic perspective on young people and their mobile phone use. Questions asked who the respondents' cellular service provider was, whether they were on prepaid or contract and the reasons for their choice, which package they purchased and their mobile phone brand. This model was closely linked to The Uses and Gratifications Theory to explain why young people used mobile phones, and what satisfaction/s they get from mobile phones.
In this sense, mobile phones act as a socialization tool, which can facilitate connection with others, especially since many young people are “heavy users” of new media, as one respondent said. Furthermore, respondents were asked about their thoughts on the idea that their cell phone contributes to their sense of self. The final area examined was the role of advertising in encouraging young people's use of mobile phones.
This has created an exciting parallel, as research shows that young people (both locally and globally) use mobile phones and general media as an extension of their identity. Many men in the community used the mobile phone in a different way than the youth who participated in this dissertation. When two micro-theories, Maslow's Hierarchy of Needs and by extension, Uses and Gratifications Theory, were applied to use among the Nduma, the analysis revealed a huge paradigm shift in the functions of the mobile phone in this community compared to the youth studied in the research study for this dissertation.
In summary, the knowledge gained about identity formation, mobile habits and marketing/advertising has helped to provide insight into the youth market and mobile phone use. This study shows how embedded mobile phones enhance the youth market's sense of self. A further study could examine a larger sample of youth who are working and who have not attended college based on their cell phone consumption patterns.
Bibliography
Available at: (https://web.juice.co.za/juice/). http://www.virginmobile.co.za/virgin-portal-customer/home.do). Australia, Canada, Mexico, Singapore, Spain, UK, USA: Wadsworth &. http://www.businessballs.com/images/maslow's_hierarchy_businessballs.jpg). Maslow's hierarchy of needs model. http://www.cofc.edu/~psycadvise/images/Maslow's%20hierarchy%20of%20needs.jpg).
London, Thousand Oaks and New Delhi: Sage. http://www.nextgreatthing.com/wordpress/category/youth-trends/global-youth-survey/. Global Youth Panel: Spending Habits. http://www.nextgreatthing.com/wordpress global-youth-panel-spending-habits/). Global Youth Survey: Social Media. http://www.nextgreatthing.com/wordpress global-youth-survey-social-media/).
International Marketing Council for South Africa. http://www.southafrica.info/business/economy/infrastructure/telecoms.htm). Parents ignore the risks of cell phones. http://www.dailymail.co.uk/health/article-345465/Parents-ignoring-mobile-phone-risks.html. Publication of the results of the Generation Next' brand survey. http://www.monash.ac.za/news/2007/generation_next_brand_survey.html).
Available at: (http://www.MXit.com/web/index.htm). http://www.deepermind.com/20maslow.htm). How to buy a mobile phone in SA. http://www.southafrica.info/services/consumer/cellphones-howto.htm). Film, mobile TV and the new individual television experience. http://www.socialresearchmethods.net/kb/qualapp.php).
Appendices Appendix A
Appendix B
The data collected will come from questionnaires distributed to voluntary subjects and will be kept at the University of KwaZulu-Natal for a total of five years. If a participant chooses not to participate, this will not result in any form of disadvantage. The subject can withdraw from the research at any time and for any reason. full name or name of the participant) I confirm that I understand the content of this document and the nature of the research project and I agree to participate in the research project.
I understand that I am free to withdraw from the project at any time, should I so desire.
Questionnaire
- Pseudonym: (choose any name you wish, but keep to your own gender)
- Gender
- Race
- How would you describe yourself?
- Why have you attended university?
- Do you think you have different spending patterns to young people aged 18-25 who have not attended university? In what way does this show?
- How do your spending patterns compare to young students of different groups (race, age, gender, income)?
- Who is your cellular service provider?
- Are you on Prepaid or Contract?
- If you are on a prepaid/contract why have you chosen this option?
- What cell phone do you own?
- How did you get it?
- If you are on prepaid, how much airtime to you use up in an average month?
- If you are on contract, how much airtime do you receive and how much do you use up in an average month?
- Why do you own a cell phone?
- What features does your cell have that you use? Any features you wished it would have?
- Do you have any accessories for your cellular phone, if so, what?
- If you have chosen ‘Other’, please expand on what it is?
- How does your choice of downloads reflect your personality?
- Do you use GPRS? What for?
- How does your cellular phone contribute to the way you see yourself?
- What do you spend your money on?
182 8) How are institutions like your family, education, friends and so on. influenced the buying behavior of your customers?. 183 16) How has advertising influenced your decision-making when buying a . mobile package?. If you are prepaid, how much talk time do you use in a month on average?.
If you are on contract, how much airtime do you receive and how much do you use in an average month? do you use up in an average month?.
Appendix C
Data collected from this email will be stored for a total of five years at the University of KwaZulu-Natal. The subject is free to withdraw from the study at any stage and for any reason. participant's full name) hereby confirm that I understand the content of this document and the nature of the research project and agree to participate in the research project.
Questions and Response
In targeting your youth market around the ages of 18-25, irrespective of race and gender, how do you perceive this group?
Does this perception change if you were to consider a higher socio- economic/more affluent bracket?
Why do you think this market use cellular phones?
Why have amongst the youth market chosen you as their cellular provider?
What are the packages that you are promoting to this niche market?
What makes these packages suited to your market?
Which cellular phones and packages are the most popular in this niche market?
What are your reasons for this?
Do you think this market use all the features offered in the phones promoted?
