Pienaar, Jaco Johannes (PhD)
Jaco Pienaar holds all his prior qualifications in Information Science from UJ. He is the Chief Knowledge Officer of the media intelligence company, PEAR Africa. His focus is on the development of analytical methodology in a media and knowledge management context, with a link to systems thinking and intellectual capital. Core industries he works with include government, telecommunications, FMCG, and public relations. He also plays an integral role in staff development, strategy development, client relationship management, client deliverables, and consultancy. He is PEAR Africa’s official spokesperson and an advisory board member of the Department of Information and Knowledge at UJ and is a postgraduate guest lecturer. Intellectual capital drives an organis ation’s potential success. Mass media has the potential to positively or negatively impact intellectual capital. The research gap identified is the measurement thereof through a structured framework. The research question is, therefore – How does a systems thinking approach elevate the interconnected nature of Intellectual Capital and Mass Media to the level of Reputational Capital growth? A pragmatic, mixed-methods approach is used to answer the research question. Abductive reasoning is applied. It is recommended that a better mass media measurement framework with a clearer intellectual capital foundation would allow for relevant communicators to prepare a more pro-active media strategy. This study has developed an intellectual capital-based mass media analysis framework designed for reputational capital growth. Organisations may find this framework useful for developing a pro-active media strategy aimed at managing their brand narrative.
Supervisor: Prof T du Plessis
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