Die balans tussen die ekspressiewe en relasionele boodskappe in donasiebriewe van die Universiteit Stellenbosch : 'n ondersoek na die effek daarvan op beeldvorming

[摘要] ENGLISH ABSTRACT: In this study the balance between relational and expressive messages on theimage formation and projection of a document is studied. To study the effect ofthese messages, a case study was done on one of the donation letters ofStellenbosch University (SU).The purpose of the research was firstly to established what the image formationand projection of the SU was. The quality of the SU's image and communicationhad to be determined. Secondly, the degree of attachment between die SU andrespondents was measured to see if it had any influence on the way that theyperceived the SU.The IFP-model (Image Formation and Projection model) served as a theoreticalbasis for the study – the model postulates that various document design aspectsand concepts such as image, identitity and culture influence each other. Themodel was then used to a) identify problematic areas in the documentation b)form the basis of the questionnaire and c) explain the connection between theimage formation and projection, and the style aspects in die document.The third goal of the research was to operationalize the relational and expressivemessages by manipulating specific style aspects. The researcher had determinedthat the two messages were imbalanced in the original donation letter, to theextent that the reader did not have any real 'presence' in the document. Theresearcher then proceeded to design a second version of the donation letter, butwith the relational and expressive messages brought into balance.Alumni of the SU were chosen as respondents for the study. The StellenboschFoundation distributed the questionnaires, along with the two versions of theletter. The researcher had decided upon e-mail as a distribution channel todiscount any geographical bias. Two variables were used: Race (coloured andwhite persons) and age. Younger than 35 years of age, and 35 years of age orolder than 35 were chosen as arbitrary cutoff points for respondents.The results were processed statistically so that trends and data could bedisplayed clearly. Results showed that alumni do have a positive image of the SU,as well as its communication. Alumni also feel reasonably connected to the SU. Astrong preference was however shown for the redesigned donation letter, wherein the two messages are balanced out. This means that the SU's image is projectedin a more positive way in a document where the reader has a bigger presence.

[发布机构] Stellenbosch University