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.