Browsing by Author "Rockson, Kweku"

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Akosua Cartoons in the Daily Guide: A Discourse Analysis
(Journal of Communications, Media & Society, 2012-03) Rockson, Kweku
This pioneering effort in using discourse analysis to describe editorial cartoons in a national daily explores the ontology of Akosua cartoons in the Daily Guide. Using the interpretive approach from the epistemic standpoint, the qualitative approach is utilied to identify sampling units through strategic sampling to respond to three propositions: 1. 'Akosua* cartoons will reflect the 'ideological standpoint of the publishers*.2. Akosua* cartoons will dwell more on 'political* issues than on other issues. 3. * Akosua* cartoons will be gender blind in the portrayal of issues. The study used two theories, construction of reality and ethnomethodology to provide a context for understanding * Akosua* cartoons. First, the particular ideological standpoint of the publisher is reflected in the content of cartoons. Second, when it comes to the type of issues covered, it was clear that there is an emphasis on political news. For this publisher the overarching ideological and strategic position is the three Ps: pro-democracy, professionalism and profits. The second issue of gender shows that there is no gender policy and the coverage of women is essentially neutral.
Corporate Social Responsibility Practices in A Telecommunications Company - A Case Study of Vodafone Ghana
(Journal of Communications, Media & Society, 2021-06) Rockson, Kweku
This study explored the practice of CSR in Vodafone Ghana within the CSR conceptual framework of the Instrumental theories among the wider grouping encompassing Instrumental, Political, Social Integrative and Ethical (Garriga and Mele, 2004). This research also broadly considered /ssues about the relationship between business and society and the extent to which the company's CSR footprints conform to the CSR scientific assessment criteria: environment, marketplace, employee care, community (Wholley 2004) and corporate governance. The qualitative approach using 20 in-house and external respondents through primary research and document analysis was used to gather the data. The findings showed that Vodafone’s performance can be put within the context of four theories under the Instrumental theory namely: shareholder value enhancement; getting a competitive advantage; cause related marketing and corporate philanthropy. From the perspective of the five scientific criteria this company can be associated more with the marketplace and the community through their aggressive promotional activities and corporate social investment (CSI) performance.
Pre-testing as an Integral Part of a Public Communications Campaign: A case study of the campaign against speeding in Ghana
(Journal of Communications, Media & Society, 2009-02) Rockson, Kweku
The objective of this study was to show how critical pre-testing is, in any public communications campaign by looking at the campaign against speeding undertaken by the National Road Safety Commission. It entailed the use of the qualitative approach for conducting individual in-depth interviews among 130 respondents. The media used for the pretesting were TV, radio, posters and a brochure, covering the three main concepts: speed Limiter/Speed Sticker, Guardian Angel and Speeding Kills. As far as comprehension was concerned the Speed Limiter concept was clear mainly for the TV and poster. The Guardian Angel was however not very clear to respondents. In terms of appeal, the commercials were regarded as appropriate and respondents did not have any dislikes, neither were there any offensive aspects. They indicated that they would be motivated to change their behaviour by the commercials. The respondents also found the music and concepts appropriate and culturally suitable. A number of suggestions were made, like the need for the people in the Guardian Angel concept to wear seat belts, improve on the sound, make the posters more explanatory and show other causes of accidents. Utilising benefits from other pre-testing activities worldwide, a case is made for incorporating pretesting in all public communication campaigns.