Communicatio 24(2) 1998

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CONTENTS

 A strategic analysis of the best television commercials ever produced (worldwide)
- Johan C Yssel and Robert L Gustafson

Language as ideology in South African media texts and discursive practice: a need for critical language awareness
- Stefan Sonderling

A patient-centred approach to health care: the role of health communication
- Sonja Verwey, Andrea Crystal

Die era van papierlose koerante?
- Corrie Faure

Communicating on the edge of chaos: a transformation and change management perspective - Ronél Rensburg, Ursula Ströh

Reception analysis: a qualitative investigation of the parasocial and social dimensions of soap opera viewing - Magriet Pitout

Conference paper:
Communication or information: excellence in which one? - Emmanuel Kasongo

Editor: 
Prof Pieter  Fourie (Unisa)

Editorial assistance: 
Lucas Oosthuizen (Unisa)

Communicatio
South African Journal for Communication Theory and Research

Editorial committee
Prof J-C Burgelman (Vrije Universiteit van Brussel, België )
Prof Kathe Boehringer (University of Macquarie)
Prof Arnold S de Beer (PU for CHE, South Africa)
Prof Fanie de Beer (University of South Africa)
Prof George Claassen (University of Stellenbosch, South Africa)
Prof Wolfgang Donsbach (Technische Universität Dresden, Germany)
Prof Guido Fauconnier (KU Leuven, Belgium)
Prof Gertruida M du Plooy (University of South Africa)
Prof George Gerbner (University of Pennsylvania, USA)
Prof Ina Gräbe (University of South Africa)
Prof Gary Mersham (University of Zululand, South Africa)
Dr Eronini R Megwa ( Peninsula Technikon)
Prof Koos Roelofse (University of South Africa)
Prof Jan Servaes (Catholic University of Brussels)
Prof Terry Terblanche (UOVS, South Africa)
Dr Sonja Verwey (Rand Afrikaans University, South Africa)
Prof John van Zyl (Centre for Applied Broadcasting, Johannesburg).

Printed and published by the University of South Africa
The views expressed by the contributors are not necessarily those of the editors, or of the University of South Africa.

Copies of Communicatio may be obtained from Unisa Press, University of South Africa, PO Box 392, Pretoria, 0001.
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Affiliated with the Southern African Communication Association