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.     

Pseudo-communication and the return of the sophist: Thank you for smoking,at first sight

Abstract

The present era is one of pseudo-communication and overwhelming relativism, where, at best, the ability to persuade one's opponents or a potential audience of the ‘rightness’ (as opposed to the communicable ‘truth’) of one's position, is all important. A closer look at the recent film, Thank you for smoking, shows it to be a stalking horse for precisely this kind of pseudo-communication and relativism, and an all the more successful one in light of its rhetorical sophistication and entertainment value. However, this is no reason to give up on the old-fashioned notion of communication (or ‘truth’), even if one has to reject the illusion – so long entertained by Western philosophy – of unambiguously clear communication of the ‘truth’ in any univocal or absolute sense. Through an analysis of the film in question an attempt is made here to demonstrate that it is a supremely persuasive piece of sophistry in the sense that Plato gave to the term, but that today (given what one has learned from the post-structuralist thinkers), instead of rejecting it on this basis, one should appropriate its lessons in rhetoric and turn it against itself, showing how a complex notion of communication and ‘truth’ of a certain kind may be uncovered in its interstitial rhetorical spaces. This is of particular importance to South Africa, given the fact that ‘persuasive communication’ forms part of curricula in communication studies. The paper aims to show how short sighted the unqualified emphasis on ‘persuasion’ is, especially in South Africa.     

The story of the larger grain borer: Communicating Science to Rural Communities

Abstract

Although the democratisation of science was prioritised after the South African democratic elections of 1994, thus, promoting dialogue, transparency and consultation, communication with rural communities remains a challenge in South Africa. Because of the diverse cultural landscape of the country, aspects such as language, traditions and poverty impact significantly on the facilitation of communication and the dissemination of information, particularly in rural communities.

The South African government's quest to build a better future for all South Africans places renewed emphasis on the role of ‘development’ and the use of communication to meet the future challenges of ‘development for all’.

The purpose of this article is, firstly, to explore the development communication media used in the community awareness programme of the National Department of Agriculture of South Africa in the town of Makutu, Mpumalanga Province, and, secondly, to investigate and offer an assessment of the communication approach followed by the National Department of Agriculture. In this article the scene is set with a brief overview of development communication models and a discussion of different types of media and methods available for communicating with rural communities. A case study on an awareness project launched by the National Department of Agriculture is presented and the article concludes with an assessment of the case study against the theoretical overview presented in the first section of this article to determine the communication approach followed, and communication media and methods used.

A case study on The Larger Grain Borer (LGB), a quarantine insect pest of maize that has left a path of destruction through Africa, forms the basis of this article. The Directorate: Plant Health and Quality of the National Department of Agriculture of South Africa initiated this awareness project to empower farmers through awareness and education to prevent the spread, and to manage the impact, of the pest. It is believed that the key to rural food security lies in the country's ability to effectively disseminate information to rural communities.     

Towards a new model to describe the organisation–stakeholder relationship-building process: A strategic corporate communication perspective

Abstract

Successful organisations depend on stakeholder perceptions to address changes in turbulent organisational environments, report on the social and environmental impact of activities, the prevalence of public activism, globalisation, emerging issues and crises, and the need to be good corporate citizens through ethical and socially responsible behaviour. Despite the current emphasis on stakeholder relations and management, a lack of research exists on how to build these relationships. This article aims to report and discuss the findings of a study that explored the lack of organisation–stakeholder relationship (OSR) building models, to emphasise the elements and development of an OSR and highlight the need for a generic, strategic, integrated approach for sustainable OSR to contribute towards organisational effectiveness. This will be done using an exploratory literature review to constitute a conceptual framework for OSR building, of which the principles of the framework will be measured among leading Johannesburg Stock Exchange-listed South African organisations, by means of a quantitative web-based survey and qualitative one-on-one interviews. The dominant focus on organisational stakeholders has provided added impetus and importance to the role of corporate communication, hence, this article will simultaneously endeavour to highlight the importance of practising corporate communication strategically, by emphasising its role in OSR.     

An integrated crisis communication framework for strategic crisis communication with the media: A case study on a financial services provider

Abstract

In order for organisations to survive in an ever-changing milieu in the current business environment, sufficient crisis communication and management practices need to be in place. Despite this, organisational crises are often inefficiently managed, which could be ascribed to the lack of strategic management of crises (Kash & Darling 1998: 180). This article explores the lack of strategic crisis communication processes to ensure effective crisis communication with the media as stakeholder group. It is based on the premise that the media are one of the main influencers of public opinion (Pollard & Hotho 2006: 725), thereby necessitating the need for the accurate distribution of information. Furthermore, the study focuses specifically on the financial industry, which is arguably more sensitive and thus more prone to media reporting because financial services providers manage people's money (Squier 2009). A strategic crisis communication process with the media is therefore proposed, facilitated through an integrated crisis communication framework, proposing a combination of integrated communication (IC) literature, with emphasis on Grunig's theory of communication excellence, to build sustainable media relationships through two-way communication; and a crisis communication process that has proactive, reactive and post-evaluative crisis communication stages, thereby moving away from seeing crisis communication as a predominantly reactive function.     

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.     

Steve Biko as existentialist communicator

Abstract

Despite ongoing interest and reflection on the work and ideas of Stephen Bantu Biko (1946–1977) in South Africa, no scholarly contribution from a communicological perspective has been published yet. While Biko regarded himself first and foremost as a freedom fighter who aimed to topple the apartheid regime, many regard him more as a philosopher – perhaps an ‘organising philosopher ’ or a sort of ‘social and political philosopher ’ as Sono (1993, 90ff.) puts it. More (2008, 64) goes further and argues that Biko, in his writings, displays a definite philosophical outlook, ‘an Africana existentialist preoccupation with “being-black-in-an-antiblack-world” and [a preoccupation with] questions of “black authenticity ” and “black liberation”’. The main aim of the article is to consider whether Biko as communicator makes human communication as a mode of existence come alive. Biko never addressed the problematic nature of human communication directly. The article concludes that Biko may be regarded as a foremost existentialist communicator during apartheid South Africa, and that his thoughts on meaningful and authentic existence remain relevant for confronting the vexing challenges facing contemporary South African communities.     

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.     

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.     

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.     

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.     

Positioning independent community media: Findings from a case study of six small South African newspapers

Abstract

This article brings defining aspects of ‘community media’ – as proposed by a group of media stakeholders – into dialogue with research findings from a study on small ‘independent media’. One significant difference between the two media sectors is that the former is usually understood as being driven by commune-style ownership and community control, and the latter by private ownership and profit-driven control. We argue that perceptions constructed by this difference potentially marginalise small independent media organisations. It may compromise their access to funding as well as obscure how, and how much, they contribute to their communities. We find that the six South African small independent newspapers in this research meet defining criteria for ‘community media’. Research findings on issues such as social responsibility, participatory democracy, media diversity and the generation of skills and wealth demonstrate how the principles and practices of the two media sectors overlap. So we propose ‘independent community media’ as a more inclusive and appropriate concept and term for small community-oriented publications, irrespective of their ownership profiles or relationship to profit. Independence is also examined – particularly how the newspapers balance editorial independence with outside control: this reveals inequitable practices currently threatening some newspapers’ survival and success.     

Contextualizing change in Turkish foreign policy: the promise of the ‘two-good’ theory

The level of activism in Turkey's foreign policy has reached unprecedented levels during the country's modern history. This increased activism contrasts starkly with Turkey's characteristically traditional status quo orientation evinced during the Cold War. This study aims to establish a theoretical foundation to explain this multifaceted change in Turkish foreign policy. In doing so, it contends that the ‘two-good’ theory of foreign policy renders considerable analytical leverage for contextualizing recent changes in Turkish foreign policy. The theory posits that change in a country's foreign policy is contingent upon its willingness and capability to actively promote its interests. Furthermore, the ‘two-good’ theory postulates the method a country might employ to implement its foreign policy is a function of these two factors as well. The theory leads to two testable hypotheses regarding Turkish foreign policy. This study supports these hypotheses with qualitative and quantitative evidence.     

Who is (South) African? A re-reading of Thabo Mbeki's ‘I am an African’ speech in the context of the banned (later unbanned) Nando's ‘diversity’ television commercial

Abstract

In 2012 flame-grilled chicken company, Nando's, released a 52-second advert showing people of various races and ethnicities vaporising into thin air, one after the other, leaving a lone San Bushman wearing a xai who declares: ‘I'm not going anywhere. You f*#@ng found us here.’ Broadcasters SABC, DStv and etv initially banned the advert, citing fears of a xenophobic backlash. In 1996, former South African president, Thabo Mbeki, who was deputy president at the time, delivered what has become known as the ‘I am an African’ speech at the adoption of the South Africa Constitution Bill. In the speech Mbeki appears to codify ‘Africanness’ into a consciousness not just of history, but a shared history. The conceptual reach of his speech seems to imply that everyone who may share South Africa's history is somehow South African and African. This article argues that the Mbeki speech and the Nando's advert, taken together, draw attention to the simultaneous richness and poverty of citizenship in South Africa, and the potential benefits and contradictions of claiming citizenship in the sense preferred by the two texts. The context is supplied by a sampling of 22 randomly selected online comments centering on the censored advert.     

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".     

Towards linking normative theory,communication policy and audiences in South African communication research

Abstract

In this article the need to revisit South African normative media theory and communication policy against the background of fundamental audience research is emphasised. This is done in view of the postmodemist argument that ‘classic’ normative media theory is no longer suitable as a yardstick for the measurement of media performance, quality and ethics in postmodern societies, in a changing media landscape. Bearing in mind that South Africa cannot be fully characterised as a postmodernist and advanced capitalist society, but based on the nature of its First World media system functioning in a multi-cultural, multi-racial, multi-ethnic and multi-linguistic society, the tendency to see ubuntuism as a point of departure for such revision is questioned. This is done in favour of an approach in which difference and diversity are acknowledged, including the different roles the media can play and the different forms in which it can (and do) contribute to social responsibility. As far as policy research is concerned, it is emphasised that such research should be based on normative theory about the role of the media in South African society. If not, South African communication policy will continue to be fragmented and responsive to mainly technological developments and opportunities, instead of being based on communicative goals and needs. This article concludes by emphasising that both normative theory and policy should be based on fundamental audience research, which is argued to be neglected in South African communication research.     

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.     

Fighting for the rule of law: civil resistance and the lawyers' movement in Pakistan

Pakistan, sometimes referred to as ‘the most dangerous place on earth’, is not typically thought of as a place where popular nonviolent resistance could take root, much less succeed. Citizen apathy, poor governance, and fear of regime repression and terrorist violence are barriers to effective civic activism inside Pakistan. Yet, over the past two years, Pakistan's authoritarian ruler was ousted and its independent judiciary restored following a massive grassroots campaign led by lawyers. The ‘men in black’, whose insistence on the rule of law and embrace of nonviolent struggle captured the hearts and minds of millions of Pakistanis, helped transform the country's political landscape in unexpected ways. The successes tallied by this nonviolent movement, this article will argue, can be attributed to the large-scale non-cooperation and civil disobedience that pressured two successive Pakistani regimes – one authoritarian and one democratic – to yield to its demands. Unity and mass participation, nonviolent discipline, and the creative use of nonviolent tactics were three key ingredients of success. While instability and Islamist extremism continue to plague Pakistan, the lawyers' movement highlights the steadily growing strength of Pakistani civil society have a potential to influence democratic change in the country.     

Media,citizenship and the politics of belonging in contemporary South Africa

Abstract

Drawing on a wide range of theoretical and empirical studies, the articles in this special issue examine issues of citizenship and belonging in South Africa. Questions of belonging and citizenship are neither novel, nor particular to South Africa – they have been high on the intellectual (and popular) agenda internationally since at least the early 1990s. Yet South Africa's history of artificially separating and defining its citizens in the racial regimes of colonialism and apartheid still reverberates today, as is reflected in the continued inequalities marring South African society. Post-apartheid governance of redress still requires the use of apartheid categories of ‘race’, but the terms under which we understand what it means to be South African are much wider, and require continued critical reflection. Using South Africa (and not the global North, as is so often the case) as the focal point for rethinking notions of citizenship and belonging, may urge us to rethink these notions and their meanings within fledgling democracies and societies in transition.     

A computational text analysis of the South African banking sector's representation of its core values: A corpus-driven approach

Abstract

This article uses corpus linguistics (CL) to computationally quantify and qualitatively explain how meaning is represented vis-à-vis core values in the text of the 2009 annual reports of the South African banking sector. Core values prescribe the behaviour, attitude and character of an organisation and may be indicative of an organisation's ideologies. This article draws on the work of Fox (2006a and b), who advances the new development of merging linguistics and corporate communication, and in so doing adopting a transdisciplinary perspective on language. Written text is an ideal method with which to capture an organisation's ideologies through corporate public discourse (CPD) such as annual reports, because the organisation can control the content and distribution. However, as corporate messages are generally written by the ‘entity’ and not by the individual, writers essentially accept the banks’ practicing power through consent. The results illustrate how the repeated use of content words may skilfully position the reader of the text positively towards the South African banking sector's core values represented in the text. Researching language in organisations not only facilitates strategic competence in comprehending communication processes, but can also be beneficial in terms of more credible CPD.