Cultural dimensions of South African employees and internal organisational communication satisfaction

Abstract

This article aims to help communication practitioners know which cultural dimensions are associated with communication satisfaction. The meta-theoretical framework is the Excellence Theory of Public Relations and Communication Management (Dozier, Grunig and Grunig 1995, 35). The conceptual theoretical framework; cultural dimensions by Geert Hofstede (Hofstede and Hofstede 2005, 39) and communication satisfaction by Downs and Hazen (1977, 68) and Gray and Laidlaw (2004, 427) fit into the Excellence Theory of Public Relations and Communication Management. The research design was a quantitative survey with an online questionnaire as a data collection method distributed among a random sample. Validity was improved through pilot tests and the sampling technique. In terms of reliability this survey's scores sufficed as accurate and consistent, scoring above the acceptable score of 0.7 (Van Heerden 2001); 0.72 for national culture and 0.83 for communication satisfaction. Regression analysis was used to analyse the relationship between cultural dimensions (independent variables) and communication satisfaction (dependent variable). The findings clearly showed that national cultural dimensions have significant relationships with communication satisfaction. The implication was that internal communication practitioners could now be informed about the dynamics of the interaction between the cultural dimensions prevalent amongst South African employees and internal organisational communication satisfaction.     

Employees’ Acceptance of E-Newsletters for Organisational Information Transfer

ABSTRACT

Internal marketing and internal communication collectively strive to build relationships with, empower, and motivate employees to foster an organisational culture of support for organisational goals and objectives to be met and organisational success achieved. Electronic newsletters support internal marketing and internal communication endeavours as they serve the purpose of transferring organisational information to employees. E-newsletters can be tested to determine whether employees willingly utilise them for their intended purposes. By means of a quantitative research approach, utilising regression to analyse the empirical data, a study was conducted to determine employees’ acceptance of e-newsletters. This was conducted by means of an adapted technology acceptance model (TAM), and a self-administered e-mail survey was disseminated to employees of a higher education institution. Based on the research results, employees perceive TAM differently to what is put forward in literature, which results in the acceptance of e-newsletters for the purpose of transferring organisational information. Results show that respondents perceived two of the factors of TAM as one factor. In addition, the results provide insight into how academic employees perceive e-newsletters and what practical changes can be made to e-newsletters in order to cater to employees’ preferences.     

The case for ‘face-time’ in a computer-mediated global economy

Abstract

The structuring of marketing and communication management within key organisations in South Africa is changing. These changes are affecting the relationship between marketing and communication practitioners, as well as the key tasks they are responsible for within the organisation. Globally, companies are downsizing, restructuring and eliminating hierarchy. This article investigates how key South African companies have responded to these changes, by looking at how the marketing and communication functions are structured within the organisation. Marketing and communication managers from top South African companies were interviewed telephonically. Findings from the study indicate that the two functions are progressively moving towards an integrated approach. However, a commonly agreed organisational structure is still not pervasive. Each organisation structured the marketing and communication functions differently, and various perspectives existed on the key tasks of both marketing and communication managers. From these findings, it is evident that the relationship between marketing and communication, as well as the role and tasks of marketing and communication managers, is still very diverse in the South African context.     

Web-based communication: the need for more valuable on-line information

Abstract

Numerous studies about the Internet have already been conducted or are in the process of being conducted. However, after several years there still is no clear understanding of what form Web-based or on-line communication should take to make it really valuable to the consumer.

The contribution of this article is its attempt to address the current contents of Web-based communication and to provide some ideas with regard to the shortcomings in this regard. It addresses the impact of the Internet on the South African society, the Internet as a new communication medium as well as its effect on organisational communication. It also argues that an on-line presence is no longer enough and that online customers want more value in terms of their online experience.

Although Web-based communication has become an integral part of many organisational practices, traditional communication channels or media will not necessarily become obsolete. The Internet is a new communication medium with much potential and can eliminate problems associated with traditional media and channels.

Web-based communication has become a powerful new means of communication in South Africa. Information has become more accessible, more affordable as well as more manageable to both individuals and organisations and has in the process also empowered South African society with more knowledge. However, new technologies are not only concerned with the availability of new communication channels, but also with the development of new credible communication messages for successful communication.

Web-based communication is a more complex task and requires a much more skillful approach to be successful than is the general belief among communication practitioners. After the initial rush to obtain an on-line organisational presence, organisations are currently concerned with the effective integration of the Internet into their traditional marketing communication mix. Marketers, public relations practitioners and advertisers today benefit from the advantages of Web-based communication in conjunction with traditional media. However, even though it is clear that the Internet has an impact on organisational communication (integration), it is less obvious what form on-line information should take to make it really valuable to the consumer.     

Managing and controlling HIV/AIDS talk among Ghanaians living with HIV/AIDS

Abstract

This study explored the meanings people attribute to talking about living with HIV/AIDS. Framed by interpersonal and health communication scholarship based on disclosure and the meanings of talk about illness, people living with HIV/AIDS are asked to describe how and why they discussed their health condition with others. Interviews (focus group and one-on-one) were conducted with 120 people living with HIV/AIDS. A grounded theory analysis of the interviews revealed how communication about HIV/AIDS may be particularly meaningful because it is something people feel they can control during what is already a highly stressful and turbulent time. However, attempts to manage communication are challenged by constraints imposed by others, such as unfavourable and unpredictable reactions to disclosure, which ultimately place limits on how people living with HIV/AIDS control information about them.     

Support provided by corporate social responsibility programmes for the creation of universal access to ICT: a content analysis of corporate websites

ABSTRACT

This study analyses messages within corporate web pages as physical indicators of the following: the extent to which sampled companies provide information communication technology (ICT) to the South African society in terms of geographical spread; the types of ICTs they provide; the nature of their support; and the members of society targeted. Through latent coding, it seeks to deduce whether the companies realise their role in social development by focusing their corporate social responsibility programmes on societal needs and to establish whether their support is broadly aligned with government priorities.

Although the study is exploratory in nature, it reveals the following noteworthy issues: The geographical spread indicates that seven of the 11 companies analysed focus their support for ICT on the country as a whole; most companies tend to provide a whole range of technological equipment rather than one type; the provision of equipment is coupled with training; and the support for ICT is largely aimed at schools.

It is inferred that the companies realise their societal obligations; support government priorities; and are committed to social development by creating appropriate mechanisms for access to ICT.     

A justice philosophy of public relations management

ABSTRACT

From a justice perspective, strategic publics may be viewed as victims who have been harmed by the organisation and now seek reparation. Long-term relationships are only formed with organisations that treat strategic publics fairly. For public relations to be viewed as just, it must incorporate all three dimensions of justice theory, viz: distributive, procedural, and interactional justice. When all three dimensions are incorporated, public relations stands a better chance of the organisation being viewed as just and trustworthy by strategic publics. Only when strategic publics experience the relationship with the organisation as trusting and dignifying will they be able to feel committed to the organisation and its decisions; feel attached to the long-term relationship; and be less hostile when outcomes of strategic decisions are unfavourable.

Justice theory provides public relations with a philosophy of how to conduct themselves with strategic publics that influence the goal attainment of organisations.     

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.     

Readability in South African financial advertising

SUMMARY

The purpose of this article is to share with fellow lecturers and teachers in the communication field perspectives on some of the issues of satellite communication and the University of Zululand's practical experiences in exposing students to satellite television communication. The point of departure is that there is a great deal of speculation about the impact of global telecommunications and information technology, and the nature of the information society, but very little data about what is actually going on. With this in mind certain trends, concepts and issues in the field of satellite communication are discussed, and followed up by a case study amongst the students and staff at the University of Zululand.     

Communication technology and development: can South Africa afford the information explosion?

ABSTRACT

Weare living in a world where the availability of information can make you, or the lack of it can break you. The 'information explosion', as it is sometimes called, has already changed our lives. How this affects us, and changes our environment, our economy and our lives is a fascinating issue. But does it affect everyone? Is there a possibility that some communities can be left in the dark without the availability of these masses of information?

In South Africa some major changes are taking place at the moment. It could be argued that while South Africa tries to erase the remains of apartheid and rebuild the country, the rest of the world has 'quietly' moved into the information age. A development problem in South Africa concerns the disparities among the different communities. There is still a significant difference between the information-rich, a small minority, and the information-poor, the majority of the population.

This article first describes the situation in South Africa with regard to Internet availability and accessibility and secondly gives a broad overview of the theoretical assumptions underlying computer-mediated communication from a communication sciences perspective. In conclusion, specific questions on the topic for future research in communication sciences are proposed in general and applied to conditions in South Africa as a developing country.     

On-line public relations: towards an integrated theoretical model

Abstract

Much has been said about the so-called information superhighway. Organisations are realising that a whole new world can be created on-line: more and more organisations, and individuals, are entering this superhighway at an incredible rate. Ironically, most people do not have a clue what the information superhighway really is, which is, for example, evident in the 1993 advertisement of the telecommunication giant, Pacific Bell, which claimed that: ‘While others talk about the information superhighway, we're actually building it’, but only launched their consumer Internet access service in 1996. In spite of widespread ignorance, the exponential growth of the Internet provides public relations practitioners with constantly expanding on-line public relations resources and the opportunity to use these online systems to create or enhance the images of organisations in the market place.

Without theory, the field of on-line public relations has no framework for understanding, organising and integrating the many activities and purposes of online public relations. Therefore online public relations needs a body of knowledge grounded in theory. It is clear that the shift is away from mass communication towards dialogical or interactional communication. In order to understand the theory of on-line public relations, it is important to systemise it in terms of a theoretical aporoach. This leads to the main aim of this article, which is to propose a theoretical model, the Or,-line Public Relations (OPR) model, to provide a suitable framework for explaining the on-line public relations process, and if applied in the development of on-line public relations plans or strategies, it can maintain its utility as a framework for the analysis thereof.

Based on a qualitative approach, this article attempts to theoretically explore, describe, interpret and conceptualise the concept on-line public relations, with specific reference to the development of on-line public relations in South Africa, the shift from traditional paradigms to new on-line trends and the integration of on-line public relations with other communication processes. Particular reference is made to the theoretical foundations of on-line public relations, and it is argued that at the root of on-line public relations, as a framework for explaining it, lies the need for an integrated theoretical approach. In the last section, a new OPR model is proposed, and a brief discussion of the elements of the model, the conceptual foundation of on-line information and information overload is presented.     

The digital divide and development communication theory

Abstract

Recent theories about a global information society and the digital divide are rooted in older theories about mass media and development. A comparison between these theories shows that the main premises are still there: development is equated with economic growth, there is an enormous belief in the capacities of communication technologies to change a society, the Western model is promoted as being universally applicable and the only unavoidable way forward. Thus the idea that closing the communication gap will also close the development divide is still alive. On the contrary, history shows that the communication gap and the digital divide are consequences of a more general development divide.     

ESP as a means of communication

SUMMARY

Although the obstacles to communication and cooperation between the widely divergent groups in South Africa is formidable, there is a genuine desire to live together peacefully in our common fatherland.

Intercultural contact in the South African labour situation is a very complex phenomenon but is important because this is virtually the only area of South African society in which Black and White in particular, come into close contact with one another.

Typical intercultural problem areas in the organisation are: cultural differences, differing circumstances of life, system defects and grievances, high potential for conflict, and other communication stumbling blocks.

The essential conditions for intercultural communication are availability, willingness and purpose, to which the following aspects can be added: continuing communication; creation of common ground; adoption of the right attitude and creation of trust; visualisation of a common purpose; knowledge of the other, knowledge of the other's language; training; use of the right communication channels; knowing how to deal with trade unions, work committees, etc.; good supervision; consideration of unique needs and expectations; and other hints, most of which have basically to do with sensitivity and just good manners.

South Africans have to cope with unique challenges and therefore will have to envisage and develop an indigenous South African organisational style in which the best both cultures have to offer, are accommodated.     

Relationship Management with Managers of Countrywide Offices of SEESA: A Case Study

Employees are a crucial stakeholder group for organisations since they determine the degree to which they achieve their goals. It is therefore necessary to build strong relationships with the workforce to encourage employee engagement, which implies that employees’ individual goals are aligned to those of the organisation. To build strong relationships, internal communication should be managed strategically. However, when an organisation has offices around the country, internal relationship management can be impeded, which adversely affects the entity attaining its goals. In this qualitative study, the case of SEESA, a national labour law organisation specialising in providing legal services to employers, was investigated to determine the way in which it manages relationships with its nationwide managers. A mixed-method approach was followed, using semi-structured interviews and questionnaires to gather data. The findings indicated that, despite studies elsewhere indicating a communication and relationship building strategy as a prerequisite for building strong organisation-employee relationships, the outcomes of such relationships can be present without a formal internal communication strategy. This can occur provided the organisation is inclined towards a symmetrical world view, has an open culture and encourages two-way communication with top management. Suggestions for managing relationships with employees in nationwide offices are made.     

Language dubbing and cultural comprehension: the comparative effects of Kiswahili language dubbing in Kenya

SUMMARY

This article investigates the relationship between the issues surrounding the Tempe incident, as reported in the press, and the communication barriers which were identified during the research study conducted by the author of this article.

The study is based on convergence theory which states that when members of different cultures communicate with each other they will, over time, converge to a state of greater uniformity provided that communication between the members is unrestricted.

To determine whether conditions exist that could facilitate or impede convergence a survey was conducted. The questionnaire for the survey was developed from impressions gained during focus group interviews. A factor analysis was performed to determine the location and extend of the communication barriers.

The findings of the study, the impressions gained and the statements released by the press were correlated to emphasise the restriction of communication and the unlikeliness of convergence. The author tries to emphasise the serious implications of the barriers indicating that the barriers and the impressions gained are indicators related to the Tempe incident and should be given the necessary attention. An important finding is the correlation between the statements (grievances) made during the focus group discussions, the communication barriers and the media reports, especially those in the press.

From the findings it can be deduced that the diversity in culture leading to different perceptions, ignorance of the other culture and language need to be addressed. The problem of feedback ie regulated information is one of great concern.     

Suid-Afrikaanse "alternatiewe" rolprente en die Suid-Afrikaanse sosio-politieke werklikheid. 'n Historiese,teoretiese en analitiese verkenning (Deel 1)

SUMMARY

The "alternative" film originated in South Africa because people or groups outside the apartheid establishment were unable to communicate through existing mass media structures, and their own communication channel had to be established.

The key question addressed in this article is whether the "alternative" South African film actually succeeds in making a contribution, on an intercultural level of communication, to the socio-political reality of South African society, and to what extent the film as communication medium succeeds in establishing positive intercultural communication? A study of four films is undertaken, according to Pieter J. Fourie's theoretical model (1983), whereby the content and shaping aspects of film images are examined from a contextual as well as an analytical point of view.

The value of the "alternative" film lies in the fact that the South African reality is seen from the perspective of the "black" or "coloured" person. For many years "whites", on account of their ethnocentric attitude and the absolutization of their values and norms, were never really aware of other race groups' values and norms, and were not interested in how these people experienced reality. In this regard the "alternative" film has a dual function significant to intercultural communication: on the one hand it offers self-expression – an important principle and starting point for intercultural communication – to people outside the apartheid establishment, and on the other hand, it gives whites within this establishment the opportunity to become acquainted with the worlds of other cultural and ideological groups.

If the South African film wants to present a model for reality, it will have to take into account the complexity of multicultural diversity without absolutizing certain people's cultural values and ideological perspectives. Communication should rather take the form of "dialogue".     

Introduction: South Africa's multiple languages in a shifting media environment

Abstract

The global South, as the collective for the peripheries of mainstream development is known, is often regarded as merely a beneficiary of Northern-borne notions in the field of organisational communication. The problem is that the Southern context and circumstance do not always mirror those of the North, meaning that these dominant, revered theories are not necessarily applicable. One Southern context is that of the South African mining and construction industries, which is seen as notoriously dangerous, plagued by various obstacles to internal organisational communication (such as illiteracy and diversity), and what Le Roux and Naudé (2009, 29) refer to as ‘historical baggage’. The research question of this article is whether congenital Northern communication theories can be adequately incorporated into the unique global South, in order to fulfil the important task of communicating safety information to employees. The article explores the appropriate implementation of the principles of the excellence theory, the stakeholder theory as well as the relationship management theory, and the research methodology includes interviews, focus groups and quantitative questionnaires at two organisations. The result of the empirical research is the amalgamation and reworking of these theories’ principles into a model for internal safety communication applicable to the South.     

Communication or information: excellence in which one?

ABSTRACT

Communication conditions the fate of people about and for whom the outcomes arise. The challenge to scholars, practitioners and policy makers is for excellence in the practice of communication. The question which arises is whether this excellence is about efficiency or effectiveness. Towards unravelling this question, two media theoretical notions of communication and information are examined. Though mutually related, the two basic notions are nevertheless different. This article argues that the interchangeable regard and use of these notions by many scholars, practitioners and policy makers is the reason for communication's little apparent impact on improving the developing communities' social and economic conditions despite the accelerated pace, tempo and volume of information technology. The paper rationally situates this argument within the field of development and the role therein of ‘communication’ with reference to the development performance of generally the Third World, and Africa particularly, over the last three decades. Upon this argument, the article suggests a communication paradigm of reversals and practical diversities as a contribution towards excellence in communication. Only when messages sent really begin to speak to the intended audiences and form the basis of intervention can there be excellence in communication.