Die beeld van die Universiteit van die Oranje-Vrystaat onder potensiële studente: die rol van die kommunikasiemedia

[摘要] English: The underlying processes of communication have been discussedin this study. The image potential students haveof the UOFS: The role of the communication media. Attentionhas been paid to interpersonal communication aswell as mass communication and their underlying elements.In the process of the dissemination of information, publicrelations has been discussed as being instrumentalin the diffusion of communication. Attention has beenpaid to the organization as an open system which cannotfunction in isolation.The different phases of the public relations processas well as the underlying processes of public relationsin the diffusion of innovations have been subject toa close scrutiny. The model of Fourie (1982) has beenused as premise in indicating the different phases ofthe public relations action.Since the communication of public relations is aimed ata particular public, it has the undertone of influencingeffective mutual relations. Change of attitude and thephases of such attitude change have been studied. Inthe process of attitude change several models have beenstudied, but the model of Rogers and Shoemaker (1971)has primarily been used in this study. Attitude changeis divided into four phases according to the abovementionedmodel, viz. knowledge, influencing, decisionmaking and confirmation. The process of influencing doesnot necessarily have to pass through all the phases forattitude change to be accomplished, but can occur in anyof the phases. Attention has been paid to elements ofthe innovations which have been communicated.Public relations is merely an instrument which is usedby an organization or institution to create a particularimage of to bring about effective mutual relations.This has been indicated in this study.In the empirical survey 1639 respondents were questionedof a questionnaire. The survey was aimed at determiningthe various aspects which contribute to theimage of the UOFS. Several statistic surveys were conducted.Some of the aspects which were researched,include biographical particulars, study prospects, therole played by the interpersonal communication media,inter alia the influence of parents, family members,teachers, the minister, the public relations officer ofthe UOFS, etc. The influence of the mass media wasadditionally researched. The internal publications ofthe UOFS apparently had no great influence. On theother hand the influence of the mass media was quite substantial.The combined influence of the interpersonalcommunication media and the mass media has also beenresearched in this study.Further studies should be conducted to determine whichof the potential students eventually enrol at the UOFSand during which year at school pupils should be persuadedto become students of the UOFS.

[发布机构] University of the Free State