Poor communities as corporate stakeholders: A bottom-up research approach

Abstract

This article strives to provide an understanding of salient issues affecting the daily lives of participants from various developing communities in the country, and within the bigger picture, discuss some implications for organisations that affect or are affected by such communities. A key implication is that the process of constant connectivity and dialogue, including dissent, with communities as corporate stakeholders, may be more important in establishing trust and earning accountability, than the outcomes of well-planned corporate social responsibility campaigns. The study is based on qualitative research undertaken between 2006 and 2008 in 35 South African rural and township communities in Limpopo Province, North-West and Gauteng. A bottom-up research approach was proposed by the researchers, which, instead of evaluating the effects of corporate communication campaigns on communities, was to begin at a grassroots level with communities themselves, by exploring top-of-mind issues. From the findings it was apparent that a vicious cycle of extreme and endemic poverty was the focal area that occupied community members’ minds. This study provides a linkage between certain aspects of corporate social responsibility, normative stakeholder theory, strategic communication and stakeholder dialogue, in an attempt to provide organisations with guidelines to evaluate and respond to the challenges of poor communities, and offer a perspective on the way strategic communication with poor communities should take place.     

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.     

Media monitoring methodology: doing it with rhetoric; doing it with numbers

Abstract

The rise and dominance of social networking sites has generated increasing interest amongst scholars, mainly to understand their nature and the activities supported by these social sites. Studies conducted on social networking sites have generated information on the potential of such sites in boosting revenue-generating businesses, with limited research on how online sites can be used to address the social challenges faced by societies today. This article maintains that online social sites, in particular HIV/Aids-related sites, can possibly be used for HIV/Aids communication. The article therefore presents and reflects on the use of social networking sites amongst Rhodes students and the implications for HIV/Aids communication. The concept ‘use’ in this article is discussed under three sub-topics: (1) extent of social network site use; (2) topics or issues discussed on social sites focusing on HIV/Aids issues; and (3) the advantages and challenges of using social sites to communicate about issues such as HIV and Aids. Using both quantitative and qualitative approaches to the research design and methodology, the study found that social networking sites have become part of the youth's everyday activities, with social sites focusing on HIV/Aids-related issues being used as platforms for learning about the disease, sharing personal experiences and even finding encouragement from peers facing similar challenges. Drug abuse and sexual debut are amongst the topics discussed on HIV/Aids sites. The study also reveals that the effectiveness of social sites in communicating about HIV/Aids can be downplayed by issues of privacy, artificiality and the nature of relationships within networks.     

Strategic integrated communication: An alternative perspective of integrated marketing communication?

Abstract

In spite of the increased emphasis being placed on integrated marketing communication (IMC), limited attempts have been made to critically analyse existing viewpoints, the evolution of the concept and its application. The research problem of this article is based on this limited mindset, which has arguably created a problem in understanding IMC as a process and in the integration of actions, which appear to be superficial in most cases. The main objective here is to contribute to these viewpoints by addressing the problem through an analysis of existing literature, to stimulate much-needed necessary debate on this phenomenon and advance IMC thinking, which is increasingly being challenged from the perspective of the emerging paradigm of strategic communication. This is done through a combined categorical, theoretical and integrated communicative perspective. The author highlights the need to approach IMC thinking from a strategic and corporate brand perspective, which could help engender dramatically changing expectations and demands across organisations, for a clear understanding of IMC practice and theory. Subsequently, taking an alternative re-orientated strategic perspective, based on all current approaches, is proposed into what is termed ‘strategic integrated communication’ (SIC). The focus in SIC is on the strategic intent of the organisation to enhance strategic, integrated communication and knowledge management of information through creative media strategies and environmental scanning. All of this should be based on trust, loyalty, integrity and credibility, to maintain valuable long-term stakeholder relationships.     

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.     

An analysis of corporate social responsibility communication on the websites of banks operating in Ghana

CSR communication has received increased attention from researchers in recent times. The extant literature indicates that philanthropy dominates the CSR communications of most firms in Africa. Furthermore, the existing literature shows that state-owned firms’ CSR communication focuses more on environmental and community issues. Thus, this study examines the differences between local and foreign banks with regard to their CSR communications. It also examines which stakeholder groups banks pay great attention to, in their CSR communication. Data were collected from the websites of 26 banks operating in Ghana. using quantitative content analysis as analytical technique, it was found that foreign banks are better at communicating customer and employee CSR information than local banks. In addition, the findings show that state-owned banks report more information on donations and philanthropy.     

Homo machinus versus Homo sapiens: A knowledge management perspective of virtual communities in cyberspace

Abstract

Amidst debates on whether virtual communities can exist as a solution to technological developments, evidence suggests that knowledge creation and sharing are symptomatic of Home sapiens which may develop into idiosyncratic Homo machinus in cyberspace. According to Geyer (1996, 60), the communication revolution, backed up by accelerating technological development, has created a substructure for the emergence of virtual communities. Recent writings on virtual communities acknowledge Knowledge management as the most often used strategy to bring the human side into the equation. Enabled by online interactive communication technologies, this strategy allows virtual communities to create and share knowledge across the globe, thereby creating a global knowledge-based virtual reality in cyberspace. This article is essentially a theoretical discussion of virtual communities in cyberspace from a knowledge management perspective.     

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.     

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.     

A meta-theoretical glimpse into the future of South African corporate communication management

Abstract

This article provides a concise discussion of meta-theoretical (critical-rhetorical, feminist and postmodernistic) approaches towards corporate communication management utilising meta-ethical points of departure with the aim of providing a glimpse into the meta-theoretical future of corporate communication management. The discussion is supplemented by an analysis of the challenges that face organisations in the fast-changing environment of the twenty-first century and corporate communication management as a critical/strategic management function that has the potential to assist organisations in adapting and remaining relevant to their environment, and by implication to the needs of their key internal and external stakeholders. The article is concluded by an explication of corporate communication management as being inextricably linked to ethical conduct and a product of the amalgamation of different meta-theoretical approaches, which interprets and advances the values of both stakeholders and the organisation in a manner that socially and ethically responsible, dialogical mutually adaptive, and contributes to democratising the organisation's decision-making and management processes. This poses challenges to, and insight into, the meta-theoretical approach held while engaging in discourse on the comprehensive nature of corporate communication management.     

Environmental leadership training for Asia

There was a split between North and South over environmental issues at the 1992 Earth Summit. A similar rift may re-emerge as the British Overseas Development Administration opens management of its training programmes to competition in 1993. Emerging institutions offering training on environmental matters in Asia have the advantages of similar natural environments, relevance, and lower costs. As these increasingly realise that ODA funding for third-country training is not tied to British universities, they will compete with UK training institutions. The existing one-way student traffic to UK institutions can benefit from competition. Modern information and communication systems now allow training networks to interlink among institutions in both the North and the South. The UNCED commitment to increased training on environmental issues provides an opportunity for a major new environmental-training project managed by an independent academic/development institute or NGO.     

Connectivity

Abstract

The concept ‘connectivity’ is most widely used in communication technology, referring to the linkage between electronics, computers, computer systems and the people who use them, but it is also a heuristic concept with great utility in the broader discipline of Communication and beyond. This article traces the concept from its theoretical origins in information science to the core position that it holds in all traditions of the Communication discipline. It assesses the physiological, psychological and sociological dimensions of connectivity and considers the application of the concept as an instrument for understanding and resolving the problems, issues and opportunities of the world around us. The article ends with some insights into the practical utility of the concept in the spheres of social and institutional development, productivity, performance and the generation of competitive advantage.     

Colombian peace communities: the role of NGOs in supporting resistance to violence and oppression

Colombia's chronic war is one of the world's worst humanitarian crises. Amid armed actors, pervasive violence, and increasing militarisation, many citizens experience hostility from all sides. This violence continues the historical marginalisation of Afro-descendant, indigenous, and campesino communities and is intensified by the ‘global war on terror’. Some ‘peace communities’ are rejecting violence and seeking ways to survive within war—becoming protagonists in their own protection. This is risky: it draws accusations, threats, and attacks by all armed actors, including the state. Over time, the lack of sustainable livelihoods, weak internal cohesion, and antagonistic external dynamics test the determination of such communities. This article examines four peace communities and explores factors that generate and sustain grassroots protagonism. It ends by suggesting ways in which development organisations can enhance community-level protection and reinforce local peace processes, in order to contribute to broader peace building.     

Managing communication surrounding tungiasis stigma in Kenya

ABSTRACT

Tungiasis is a neglected parasitic skin disease widespread in resource-poor communities in sub-Saharan Africa, South America and the Caribbean. Stigmatisation of tungiasis sufferers has been identified as a key reason why tungiasis frequently progresses untreated in many parts of the world, however little research has investigated the specifics of tungiasis stigma or the communication strategies sufferers use to manage stigmatization. This article reports results of focus group and in-depth interviews regarding strategies used to manage tungiasis stigma from the perspective of persons living with tungiasis in Murang'a County, Kenya. Most frequently mentioned were withdrawal tactics. Participants also engaged in refutation strategies to deny responsibility for their condition. Implications for stigma management communication theory are discussed.     

Participatory Communication,Theatre and Peace: Performance as a Tool for Change at the End of Conflict

This article presents insights on a participatory theatre initiative implemented in Kenya, with the aim of understanding the changes that were initiated towards the re-establishment of peace between communities. The project was carried out in the aftermath of the post-election violence that took place in the country between 2007 and 2008. Amani People’s Theatre organised a number of theatre-based activities adopting a participatory approach, which ensured the involvement of community members from different tribes. Participants used the plays to re-enact the events, experienced during the conflict and the issues that still affected their communities as a result of those events, and worked together on finding solutions. The article begins with a literature review on Theatre for Development and its progress towards a more participatory approach. This is followed by an introduction of the project and the context in which it took place. The study design and Theory of Change developed for the analysis are then presented, opening the path to a discussion of the findings generated through that framework. Lastly, final reflections bring to light a number of issues that must be considered when working with participatory theatre in peace interventions.     

Online crisis communication response: A case study of fraudulent banking transactions in South Africa

Abstract

The emergence and advancement of information technology – specifically the replacement of face-toface services with innovative self-service technology, such as banking transactions on the Internet – is forcing companies to adopt a proactive approach to online crisis communication response, and to combine the management and control of online messages during a crisis. In the financial services industry, deregulation and the rapid growth in technology have removed entry barriers in the online environment, forcing financial institutions to transform from the traditional brick-and-mortar to click-and-mortar service delivery, while at the same time allaying customers’ fears (and the perceived risk) of fraudulent online transactions. Although studies have been conducted on the adoption, use, perceived risk and purchase intention of self-service technology, limited research has examined the knowledge management of an online crisis communication response. Knowledge management, which focuses on the acquisition, transfer and assimilation of information, is one way in which to manage messages effectively before, during and after an online crisis communication response situation. The main aim of this article is to identify and characterise typologies of the management and control of messages in an online crisis communication response, through an interpretative and critical analysis of fraudulent websites, based on the main premises of the knowledge management approach. This is done through a case study approach: the website of one of the top ten banks in South Africa was studied in terms of it dealt with fraudulent banking transactions, specifically from the knowledge management paradigm.     

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.     

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.     

Learning to Build a Better Mousetrap

Scholars do not usually test for the duration of the effects of mass communication, but when they do, they typically find rapid decay. Persuasive impact may end almost as soon as communication ends. Why so much decay? Does mass communication produce any long-term effects? How should this decay color our understanding of the effects of mass communication? We examine these questions with data from the effects of advertising in the 2000 presidential election and 2006 subnational elections, but argue that our model and results are broadly applicable within the field of political communication. We find that the bulk of the persuasive impact of advertising decays quickly, but that some effect in the presidential campaign endures for at least 6 weeks. These results, which are similar in rolling cross-section survey data and county-level data on actual presidential vote, appear to reflect a mix of memory-based processing (whose effects last only as long as short-term memory lasts) and online processing (whose effects are more durable). Finally, we find that immediate effects of advertising are larger in subnational than presidential elections, but decay more quickly and more completely. [Supplementary material is available for this article. Go to the publisher's online edition of Political Communication for the following free supplemental resource(s): discussion of methodological issues; results for a alternative specifications of key models; full reports of model results.]