Communication strategy for community development: a case study of the Heifer project – South Africa

ABSTRACT

The objective of this qualitative pilot study was to develop a model to be used by a development agency in formulating communication strategy for community development, providing direction to development communication (DC) specialists/facilitators to play a more strategic role in the development process. Based on the findings of a literature study on communication strategy for development, as well as a case study on The Heifer Project – South Africa, the researchers suggest that an existing model for developing corporate communication strategy (Steyn 2000a) can be used for this purpose.

A major insight that emerged from the study was that the existing model for developing corporate communication strategy might also be applied in another context (with slight adaptations in terminology), namely to formulate ‘corporate’ communication strategy for the community/action group involved in the development project – more aptly to be called ‘development’ communication strategy. Such a strategy would make the participatory approach to development, and especially the participatory communication approach, even more ‘participatory’, since the strategic information on issues and stakeholders will be provided by the community and its designated communicator(s) themselves.     

THE PROOF IS IN THE PUDDING: (RE)CONSIDERING THE EXCELLENCE OF ACTIVISM IN THE SOUTH AFRICAN MINING INDUSTRY

ABSTRACT

One of the greatest changes organisations in South Africa experienced through the country's democratisation is the introduction of ‘legitimate’ activism in organisational settings. Organisational communication literature – specifically as manifest in the excellence theory – compounded this through views on the potentially positive impact activism could have on organisations by ‘pushing’ them beyond equilibrium to a state of dynamic equilibrium – mediated through strategic and effectual communication. This view, however, is somewhat fouled by occurrences such as those at Marikana, and concomitant strikes in the country's platinum industry, which have held the economy ‘captive’ in various ways. Organisations – especially the mining industry – need to ask ‘How much activism is too much activism?’ and organisational communication practitioners need to introspectively consider whether this theoretical contribution should not perhaps have come with greater guidance in terms of the chary (if not restrained) implementation of this potentially positive, yet almost insidiously dangerous, communicative feature. this article aims to explore activism in the mining industry of South Africa, specifically from the vantage points of industry heads, as it concerns the changed communicative landscape in this industry post-marikana. to this end, the article will report on seven qualitative, semi- structured interviews – along with existing literature on the topic – as it offers up six considerations in applying the aspect of excellence and ‘positive activism’ within organisations in South Africa's mining industry.     

Towards a new aid paradigm: South Africa as African development partner

As the largest African economy and the leading African aid-provider, with plans to establish an aid agency, South Africa is often ranked among the developing world's ‘emerging donors’. However, the country's development cooperation commitments are smaller in scope, scale and ambition than the aid regimes of the BRIC (Brazil, Russia, India, China) or Gulf state donors. Given its limited resources and domestic socioeconomic challenges, South Africa prefers the role of ‘development partner’. In this role, South Africa's development cooperation in Africa has ranged from peacekeeping, electoral reform and post-conflict reconstruction to support for strengthening regional and continental institutions, implementing the New Partnership for Africa's Development (NEPAD) and improving bilateral political and economic relations through dialogue and cooperation. This article seeks to determine whether Pretoria's development cooperation offers an alternative perspective to the aid policies and practices of the traditional and large rising donors. We conclude that South Africa does not fit neatly the ‘donor’ category of the Organization for Economic Cooperation and Development's (OECD's) Development Assistance Committee (DAC) and neither is Pretoria's aid-spending typically ‘ODA’ (official development assistance). Instead, with its new aid agency, South Africa occupies a unique space in Africa's development cooperation landscape. With fewer aid resources, but a ‘comparative advantage’ in understanding Africa's security/governance/development nexus, South Africa can play an instrumental role in facilitating trilateral partnerships, especially in Southern Africa.     

Identity and culture in theorising African perspectives of communication: The case of an African cinematic model

Abstract

Since communication refers to the sharing of information by any effective means, there is no doubt it entails the ability to make meaning of realities. In this sense, communication is cultural as much as it is human. Since that is the case, its theories cannot be fabricated in the abstract, but must be anchored in people's everyday lifestyles and cultures. Hence, like every other discipline, Africanising communication science is as much a possibility as theorising its perspectives from African contexts and experiences. Focusing on the negative challenges confronting the continent might make scholars see only the difficulties that problematise the application of theories to Africa's reality, which only betrays the Anglo-American stereotypical views of the continent. The argument is made here that the starting point of any theory of communication has to lie with the identity and culture of those involved in the communication process. Specifically by using selected films from Africa, this author considers the exploration of African identity and culture (from a bottom-up paradigm) as the primary starting point to tease out relevant theories of communication for and from an African cultural context.     

Ethnicity and participatory development methods in Botswana: Some participants are to be seen and not heard

Participatory methods are increasingly being used in development work at grassroots level in Africa. Western liberal concepts like 'one person one vote' underlie these methods. However, such concepts may not be easily compatible with a grassroots reality in which ethnicity (i.e. superior and subordinate ethnic identities) is an important factor shaping the social order. This article provides insights into the socio-political realities of ethnicity at village level in Botswana. The tension between participatory methods and the ethnically structured village reality are illustrated with examples from a project that tested the relevance of Participatory Rural Appraisal (PRA) in Botswana. The authors identify problems and opportunities of participatory methods in addressing the inequalities in ethnically divided communities.     

The African Information Society: rhetoric and practice

ABSTRACT

In the last few years Africa has seen an enormous activity in the field of information and communication technologies (ICT) related conferences and initiatives on behalf of international and donor institutions. These initiatives became increasingly coloured by the rhetoric of an emerging global information society and the need for an African answer to these developments. With regard to this information society two documents hold particular relevance: the United Nations Economic Commission for Africa's, (ECA's) Africa's Information Society Initiative (AISI): An Action Framework to Build Africa's Information and Communication Infrastructure and the ITUs African Green Paper. This article sets out to question these policies and implementation initiatives, and their rhetoric and practice.     

Participatory community analysis: identifying and addressing challenges to Ethiopian smallholder livelihoods

In 2012, Africa RISING conducted participatory community analysis (PCA) as the first phase of a participatory development approach in the Ethiopian highlands. The PCA identified trends, constraints, and opportunities – and shed light upon how farmers perceive livelihoods to be changing. Inputs, diseases, pests, soil fertility, post-harvest management, and fodder shortages were seen as challenges, while off-farm income has become increasingly important. Gender differences in livestock and crop preferences for food security and income sources were observed. PCA established development priorities in a way that researchers may have approached differently or missed, providing research development priorities for Africa RISING scientists.     

Endogenous knowledge and the development question in Africa*

An apt analogy for speaking to Africa's experience with development is offered by the twinning of colonialism and modernization. While colonialism left behind some forms of hybridity and mimicry, the urge to decolonize—to be free from the colonizer's control in every possible way—was integral to all anti-colonial criticism after the Second World War. The politics of decolonization followed by the new states in the mid twentieth century, however, displayed an uncritical emphasis on modernization, in which development, pursued—with technology and tools of scientific progress—was a catching-up exercise with the West. As an epistemological export from the West, taking the form of science as hegemony and ideology within colonial discourse, this has not delivered material progress for Africa. The widespread concern about the intractability and magnitude of the problems facing the continent has made development a popular theme in the literature on African studies. The disappointment across various academic circles and the popular press over the dwindling prospects of development in Africa—illustrated in its food insecurity, low life expectancy and the familiar litany of its ills—has made revisiting the debates on African development both compelling and timely. Much has consequently been written on what development is or should be about in Africa. This article underlines the centrality of endogenous knowledge as the material precondition for autonomous development for Africa.     

African scholars and African Studies

This article focuses on the development of African Studies, principally in post-1945 Europe and North America, and its counterpart in post-independence Africa. African Studies enjoys an increasingly close connection with bilateral and multilateral development co-operation, providing research and researchers (along with their own conceptual frameworks and concerns) to assist in defining and providing direction for aid and related policies. This is leading to unhealthy practices, whereby African research is ignored in the formulation of international policies towards the continent; while external Africanists assume the function of interpreting the world to Africa, and vice versa. This dynamic reinforces existing asymmetries in capacity and influence, especially given the crisis of higher education in most African countries. It also undermines Africa's research community, in particular the scope for cross-national and international exchange and the engagement in broader development debates, with the result that those social scientists who have not succumbed to the consultancy market or sought career opportunities elsewhere are encouraged to focus on narrow empirical studies. This political division of intellectual labour needs to be replaced with one that allows for the free expression and exchange of ideas not only by Africans on Africa, but with the wider international community who share the same broad thematic and/or theoretical preoccupations as the African scholars with whom they are in contact.     

Using community indicators for evaluating research and development programmes: experiences from Malawi

Evaluations involving stakeholders include collaborative evaluation, participatory evaluation, development evaluation, and empowerment evaluation – distinguished by the degree and depth of involvement of local stakeholders or programme participants in the evaluation process. In community participatory monitoring and evaluation (PM&E), communities agree programme objectives and develop local indicators for tracking and evaluating change. PM&E is not without limitations, one being that community indicators are highly specific and localised, which limits wide application of common community indicators for evaluating programmes that span social and geographic space. We developed community indicators with six farming communities in Malawi to evaluate a community development project. To apply the indicators across the six communities, we aggregated them and used a Likert scale and scores to assess communities' perceptions of the extent to which the project had achieved its objectives. We analysed the data using a comparison of means to compare indicators across communities and by gender.     

Mining codes in Africa: emergence of a ‘fourth’ generation?

A burgeoning interest among academics, policy-makers and civil society groups has developed concerning Africa's extractive sector and particularly its mining codes, which are now at the centre of a wider policy debate over natural resource governance and economic development on the continent. This article reviews the evolution of Africa's regulatory codes in the mining sector, which has undergone what Bonnie Campbell describes as ‘three generations’ of liberalization since the 1980s. We also highlight new voluntary, regional and transnational initiatives, driven by a host of heterogeneous actors from Africa and abroad, which constitute a ‘fourth’ generation of mining codes and natural resource governance practices that place primary emphasis on transparency and accountability by both mining companies and host governments. This new generation of natural resource governance initiatives presents new opportunities as well as unique challenges, particularly with the growing role of emerging economies such as the BRICS (Brazil, Russia, India, China and South Africa). We conclude by assessing future trends and policy challenges in Africa's extractive sector governance.     

Social capacity,sustainable development,and older people: Lessons from community-based care in Southeast Asia

While gender has become a central factor in development, age and older people are seldom considered, and many organisations assume a top-down, non-participatory model of care - even when these organisations are otherwise engaged in sustainable and participatory development. This paper looks at how older people have been involved in sustainable community-based care efforts in Southeast Asia, and argues that the key factor for project success is the building of 'social capacity' - the ability of a social group or community to function and care for its older members - which depends on the strategic approach to participation taken by the project.     

Information,communication and transformation: a South African perspective

ABSTRACT

The growth of the South African information and communication technology (ICT) sector has been phenomenal in the past four years. Although the global ICT sector has suffered setbacks in the past few months because of the dramatic loss of technology stocks in world markets. South Africa's ICT is set to improve due to a still massive unmet demand for ICT services in the country. South Africa must seize the opportunity to leapfrog into an information society, while not repeating the mistakes of the developing economies. South Africa has opted for a managed liberalisation of the economy. The telecommunications sector is gradually being opened to competition while ensuring the optimum use of existing investments in the sector. This article argues that while liberalising telecommunications, it remains important that state assets such as Telkom, the telecommunications parastatal, should remain in the hands of the state in order to serve public interest. Wholesale privatisation of state assets is not the solution for South Africa, but to build global dreams needs global architects. Unless South Africa joins the global architects of the information society, the quality of life of its citizens will remain poor. This then makes privatisation a necessity as it brings huge revenue to state coffers in order to deliver much-needed services. This article also argues that the success of the implementation of South Africa's ICT policies relies mainly on the stability and viability of the sector regulator, the Independent Communications Authority of South Africa (ICASA).     

Do new democracies deliver social welfare? Political regimes and health policy in Ghana and Cameroon

Democratic reform processes often go hand in hand with expectations of social welfare improvements. While the connection between the emergence of democracy and the development of welfare states in the West has been the object of several studies, however, there is a scant empirical literature on the effects of recent democratization processes on welfare policies in developing countries. This is particularly true for Africa. In a dramatically poor environment, Africans often anticipated that the democratic reforms many sub-Saharan states undertook during the early 1990s would deliver welfare dividends. This article investigates whether and how the advent of democracy affected social policies – focusing, in particular, on health policy – by examining one of the continent's most successful cases of recent democratization (Ghana) and comparing it with developments in a country of enduring authoritarian rule (Cameroon). Evidence shows that democracy can indeed be instrumental to the expansion and strengthening of social policies. In Ghana, new participatory and competitive pressures pushed the government towards devising and adopting an ambitious health reform. Despite façade elections, no similar pressures could be detected in undemocratic Cameroon and health policy remained almost entirely dictated by foreign donors.     

Communication with communities: a South African experience

ABSTRACT

In spite of the conventional wisdom stated by various authors that ‘we are living in the information age’ – a communication era characterised by a global expansion in the reach of mass media and electronic information ‘superhighways’ that span the globe – it is clear that there is growing realisation that it is still difficult to reach and communicate with rural communities in South Africa. The main aim of this article is therefore to examine the application of development communication theories in practice when communicating with communities in the Third World. In this article I argue that the viability of and prospects for effective communication with communities depend on three interrelated aspects. Firstly, the viability and prospects depend on current theoretical trends or approaches in development communication, because at the root of development communication – regardless of how this concept is defined – lies the issues of a structured and theoretical approach to community communication which are determined by current trends. Secondly, and crucial to the viability and prospects of community communication, is the question of which development communication methods or media to apply at the various stages of communication to reach the different target audiences. Thirdly, the viability and prospects for successful community communication will be influenced by an integrated approach to the application of development communication methods and media in development communication programmes or strategies.     

Participatory research practice at the International Maize and Wheat Improvement Center (CIMMYT)

This study assessed the extent to which participatory methods had been used by CIMMYT, and how the scientists perceived them. Results suggest that participatory approaches at the Center were largely ‘functional’ – that is, aimed at improving the efficiency and relevance of research – and had in fact added value to the research efforts. The majority of projects surveyed also placed emphasis on building farmers' awareness. This is understandable if we think that the limiting factor in scientist–farmer exchange is the farmers' limited knowledge base. Thus, in situations such as marginal areas and in smallholder farming, exposure to new genotypes and best-bet management options would be a first requirement for effective interactions and implementation of participatory approaches.     

Utilising an Ubuntu-Centred Communication Management Framework to Analyse CSR Messages on SNSS

ABSTRACT

This article is the result of qualitative research conducted on the corporate social responsibility (CSR) communication disseminated by two financial institutions, FNB and Capitec, on their social networking sites (SNSs). The research employed a phenomenological research paradigm to explore the interactions between the financial institutions and their stakeholders on Facebook and Twitter. Collected data were analysed by means of interpretative discourse analysis as well as two computer-aided qualitative data analysis software programmes, Leximancer and Centim. The authors categorised the financial institutions’ CSR communication in themes and coded it according to a newly formulated theoretical framework of Ubuntu-centred communication practices on SNSs. It was found that FNB's CSR communication was based on Ubuntu values whereas Capitec's CSR communication did not exhibit key characteristics, such as the inclusion of narratives and archetypes, sound conflict resolution strategies, and the presentation of mutually beneficial solutions to societal issues. Based on the findings, it is proposed that organisation-stakeholder interactions can be facilitated when organisations disseminate CSR messages and constructively engage with stakeholders on SNSs. Moreover, culturally-specific communication management strategies, such as Ubuntu-centred communication, should be infused in holistic communication models to foster participatory online communities which are characterised by dialogue, mutual trust and reciprocity.     

The Chinese problem as seen by the WEU

Europe has been the privileged economic and political partner of Africa, but more recently China has increased its foothold in Africa through important financial investments and trade agreements. Against this backdrop, the empirical research conducted in 2007-08 in Kenya and South Africa as part of a pioneering international project investigates the perceptions of public opinion, political leaders, civil society activists and media operators. While confirming their continent's traditional proximity to Europe, African citizens are increasingly interested in China and its impact on Africa's development. Europe is criticised for not having been able to dismiss the traditionally ‘patronising’ attitude towards Africa. While African civil society leaders and media operators describe China as an opportunity for Africa to break free of its historical dependence on European markets, other opinion leaders warn against too much enthusiasm for the Asian giant. There is a suspicion that the Chinese strategy might, in the long run, turn into a new form of economic patronage.     

African rural labour and the World Bank: An alternative perspective

In the context of economic and technological change in the late twentieth century, the World Bank's World Development Report 1995 combines the themes of labour and the global market, celebrating the triumph of the market in efficient labour-allocation worldwide. The World Bank's emphasis on boosting Africa's agricultural export capacity ignores the prevailing hostile conditions which African products encounter on the world market, and the current tendency towards agricultural labour displacement. `Labour flight', particularly of youth, signals African farmers' own disenchantment with farming under present liberalised market conditions. The narrowness of the W orld Bank's policy vision for Africa avoids the social and political implications of rural labour displacement as well as the need for human-capital investment in rural areas. This article argues that the alternative to human-capital investment now may be war and expensive disaster-relief for decades to come.     

Towards an integrated information society policy in South Africa: an overview of political rhetoric and policy initiatives 1994–2000

Abstract

South Africa is considered one of the few developing countries that has fully embraced the concept of information society and has formulated and implemented policy inititives in order to change society accordingly. By 1995 the theme of the information society started to surface regularly in political discourse and policy documents. Information and Communication Technologies (ICTs) and access to ICTs started to have prominence both in policy formulation and implementation. Although there was much talk about a Green Paper/White Paper process on the information society during 1996 and the beginning of 1997, such a policy process never materialised. To date, there is no document defining the government's view of the information society, no policy document outlining an integrated strategy to arrive there and no government department officially responsible for the coordination of policy initiatives. This article sets out to analyse the notion of the information society in South Africa and to analyse the broad evolution of South Africa's information society policy between 1994 and 2000.