i THE APPLICATION OF THE EXPRESSIVENESS QUOTIENT IN THE ANALYSIS OF RESPONSES TO SOCIAL MEDIA PARODY ACCOUNTS by MARITHA PRITCHARD Submitted in fulfilment of the requirements for the degree DOCTOR TECHNOLOGIAE: STRATEGIC COMMUNICATION in the Department of Integrated Communication FACULTY OF HUMANITIES TSHWANE UNIVERSITY OF TECHNOLOGY Supervisor: Prof. DLR van der Waldt Co-supervisor: Prof. DP Conradie January 2017