An exploratory investigation into the status of reading promotion projects in South Africa BY Sabelo Ransome Chizwina A dissertation submitted in fulfilment of the requirements for the degree Magister Artium Information Science in the Department of Information Science , University of Pretoria February 2011 © University of Pretoria Contents Abstract…………………………………………………………………………………………. ii Declaration………………………………………………………………………………… .. iii Acknowledgements…………………………………………………………………………….. iv List of figures, graphs and tables…………………………………………………………………x CHAPTER 1 ....................................................................................................................... 1 1.1 Introduction ........................................................................................................................................... 1 1.2 Background of study ............................................................................................................................ 1 1.3 Research questions ................................................................................................................................ 6 1.4 Sub-questions ........................................................................................................................................ 6 1.5 Value of the research ............................................................................................................................ 6 1.6 Outline of the research rationale ........................................................................................................... 7 1.7 Definition of terms ................................................................................................................................ 7 1.8 Division of the chapters...........................................................................................................9 1.9 Summary ............................................................................................................................................... 9 CHAPTER II ..................................................................................................................... 10 2.1 Introduction ........................................................................................................................................ 10 2.2 Reading : towards a definition ............................................................................................. 10 2.2.1 Current state of reading in the world ................................................................................... 14 2.2.2 Motivation for reading ......................................................................................................... 16 2.2.3 Value of reading ................................................................................................................... 17 2.2.4 Reading habit .................................................................................................................................... 20 2.2.5 Reading culture .................................................................................................................... 21 2.3 Reading promotion ............................................................................................................................. 21 2.3.1 Definition of reading promotion .......................................................................................... 21 2.3.2 Functions of a reading promotion project .......................................................................................... 22 2.3.3 Reading material and reading promotion ............................................................................. 24 2.4 Approaches to reading promotion.........................................................................................26 2.4.1 Book-centred approach .......................................................................................................27 2.4.2 Reader-centred approach..................................................................................................... 27 2.5 Methods used in the book-centred and reader-centred approach...........................................30 2.5.1 Methods used in the book-centred approach........................................................................30 2.5.2 Methods used in the reader-centred approach......................................................................32 2.6 Framework for successful reading promotion initiatives.......................................................46 2.6.1 Framework for initiatives......................................................................................................46 2.6.2 Evaluation of a reading promotion initiatives.......................................................................47 2.7 Conclusion ......................................................................................................................................... 49 2.8 Summary of the chapter ..................................................................................................................... 50 CHAPTER III ................................................................................................................... 51 3.1 Introduction ........................................................................................................................................ 51 3.2 Research approach ............................................................................................................................. 51 3.3 Research design ................................................................................................................................. 51 3.3.1 Defining the population ....................................................................................................... 52 3.3.2 Data collection ..................................................................................................................... 52 3.3.3 Selection of documents ..................................................................................................................... 53 3.4 Content analysis of documents .......................................................................................................... 58 3.4.1 Developing categories .......................................................................................................... 59 3.4.2 Recording system ................................................................................................................. 60 3.5 Validity and reliability...........................................................................................................62 3.6 Summary of the chapter............................................................................................... ...................... 64 CHAPTER IV ................................................................................................................... 65 4.1 Introduction ........................................................................................................................................ 65 4.2 The status of reading promotion projects in South Africa ................................................................. 65 4.3 Presentation of the findings ................................................................................................. 66 4.3.1Funding.................................................................................................................................66 4.3.2 Management of the project ......................................................................................... 69 4.3.3 Reading promotion approach ................. .........................................................................73 4.3.4 Reading promotion method ............................................... ................................................84 4.3.5 Beneficiaries.........................................................................................................................92 4.3.6 Geographic location............ ........................................................................................ 95 4.3.7 Evaluation of reading promotion projects ............................................................................ 98 4.3.8 Sustainability of the reading promotion project........................................................... ......101 4.4 Summarised results ............................................................................................................. 104 4.5. Summary of the chapter ...................................................................................................... 106 CHAPTER V ............................................................................................ ......................107 5.1 Introduction……………………………………………………………………………….107 5.2 Answers to questions ......................................................................................................... 107 5.2.1 What is reading promotion ................................................................................................. 107 5.2.2 What is a reading promotion project ................................................................................. 108 5.2.3 How can existing promotion projects be identified............................................................108 5.3 Limitations of the study.......................................................................................................109 5.4