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 for development: alive and kicking!

ABSTRACT

Communication has been a key element in the West's project of developing the Third World. In the one-and-a-half decades after Lerner's influential 1958 study of communication and development in the Middle East, communication researchers assumed that the introduction of media and certain types of educational, political, and economic information into a social system could transform individuals and societies from traditional to modern. Conceived as having fairly direct and powerful effects on Third World audiences, the media were seen as magic multipliers, able to accelerate and magnify the benefits of development.     

THE IMPORTANCE OF EDUCOMMUNICATION IN THE TRAINING OF MASS COMMUNICATION PROFESSIONALS IN CONTEMPORANEITY

ABSTRACT

This article proposes a reflection on the importance of including the concept of educommunication in the training of professionals who work with the media, whether in journalism or other fields, both at undergraduate and graduate levels. It presents initiatives developed at the State University of Ponta Grossa, Paraná, Brazil, by the journalism undergraduate degree and in the specialisation course media, Politics and Social actors, started in 2011. Concepts such as knowledge, mass communication, educommunication and public policy are foregrounded in contemporary networked societies. With that in mind, we propose an analysis of the use of technology in the communication practices of NGOs, social movements, community groups, collective organisations and social networks from the perspective of educommunication. The results show the benefits of aligning the knowledge of communication and education in the training of journalists as well as other professionals who work directly or indirectly with mass communication.     

Media and tutor-learner interaction in distance education

SUMMARY

Technological developments in recent years have provided greater scope in the selection and combination of media for presenting courses in distance education. This article explores the uses and limitations of a number of ‘old’ and ‘new’ media in distance education from the perspective of their educational and communication advantages. The main emphasis is not on technological developments, but on the potential of various media to create a greater degree of interaction between tutor and student than has previously been possible through traditional media such as print and audio-visual media.     

Interpersonal communication and the dialogue of drama

SUMMARY

Because of the problems that people encounter in their everyday relationships there is a need for a greater understanding of interpersonal communication in the modern world. This article is a study of interpersonal communication based on the dialogical approach to communication which departs from the premise that communication is man's mode of existence. Communication is the way in which people reach an understanding of each other and at the same time, realise their potential as human beings through self-expression. Because of the difficulties involved in studying people in interpersonal communication, the dialogue of drama is used as a paradigm for dialogue in the real world. The insights gained should be of value in reaching an understanding of the communication problems that people experience in the course of their everyday lives.     

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.     

The importance of IMC in dealing with negative,nongenerated publicity in the organisation

SUMMARY

This article addresses the implications of the absence of an IMC (integrated marketing communication) approach to negative nongenerated publicity by referring to two cases experienced at the University of South Africa (Unisa).

The article takes, as its point of departure, the emergence of the IMC approach and the position of publicity in the marketing communication mix, and concentrates on nongenerated publicity in that this has always been problematic for organisations due to its uncontrollable nature. This article proposes that an IMC approach can be used in overcoming the obstacle of negative, nongenerated publicity in organisations in that it allows better control of such publicity through application of specific criteria.

In conclusion, the author proposes that negative nongenerated publicity should be dealt with by using an IMC approach as part of the organisation's strategic marketing plan.     

Using online social networking for teaching and learning: Facebook use at the University of Cape Town

Abstract

Web-based learning has made learning content much more freely and instantaneously available to students who can download course notes and readings with a single mouse click. Facebook is one of many Web 2.0 tools – wikis, delicious, YouTube, podcasts – that are listed as having potential applications for teaching and learning. Moreover, it has been argued that the current generation of youth, often described as Net Geners or Digital Natives, may be resistant to traditional methods of teaching and learning. This article explores student use of Facebook at the University of Cape Town, as well as lecturer engagement with students via the new social media. Drawing on a virtual ethnography and qualitative interviews, this article shows that while there are potential positive benefits to using Facebook in teaching and learning, particularly for the development of educational micro-communities, certain challenges, including ICT literacy and uneven access, remain pertinent.     

Contextualising ICT benefits in an educational environment: the case of the DOC-WILS initiative

Abstract

The programme of the DoC-WILs is an initiative of the Department of Communication in collaboration with Telkom, established through the Human Resources Fund to enable human resources development at historically disadvantaged learning institutions. The Telecommunications, 1996 (Act 103 of 1996) establishes a Human Resources Fund to promote the provision of adequately skilled human resources at all levels of the telecommunications sector in numbers sufficient for the telecommunications needs of the country. The Department of Communication Web Internet Laboratories (DoC-WILs) emphasise skills development through the use of information and communication technologies (ICTs) in areas such as network management, creating Websites, use of e-mail and the World Wide Web, multimedia applications and Intranet development. It is, however, not known under what contextual circumstances this kind of ICT-usage will lead to interactive learning benefits and how the DoC-WILs should go about achieving them. This article therefore attempts to shed some light on the conditions under which ICT usage could impact on educational outcomes desired by the DoC-WILs and on how these DoC-WILs could best go about taking appropriate actions to improve the possibility of achieving desired interactive learning benefits. It is argued that the ability of the DoC-WILs to achieve desired benefits successfully is crucially dependent on contextual conditions, policies or processes that apply to the DoC-WILs or their users. This is in line with the social shaping of technology approach that local circumstances surrounding the deployment of ICTs in different sectors of society are more important in shaping the consequence of ICTs than technological variables.     

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.     

The NGO sector as an alternative delivery system for agricultural public services

In many less developed countries (LDCs) that are undergoing economic adjustment, the promotion of the agricultural sector is constrained by limitations on resources that include finance, and human and institutional capacity. The inability of the state to provide essential agricultural services (for example, agricultural extension and research) leaves a void that could be filled by specialised organisations within the non-governmental sector (NGOs). NGOs as a whole need not fear the loss of other advantages, but rather welcome the contracting out to specialist agencies of those activities that hitherto have been the domain of inefficient and ineffective government services.     

Towards a holistic theory of speaker credibility

ABSTRACT

Recognising that the credibility of speakers is important, especially within the political context, this article argues that an adequate conceptualisation of the construct of speaker credibility is needed and that such a conceptualisation should be premised on an acceptable ethical framework. The article then evaluates the often used ethical systems and, subsequently, proposes criteria for ethically acceptable persuasive communication, to which political communication belongs. The major theoretical perspectives within which speaker credibility has been conceptualised, labelled structuralist, functionalist and constructivist, are critically evaluated. A holistic theoretical view of speaker credibility is then proposed, in which speaker credibility is understood as a construct with a hierarchically ordered stock of universal and context-specific dimensions of relational, content-related competence, performance and moral qualities.     

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).     

Centring development: Education centres supporting rural development

Abstract

Since the 1950s various paradigms of development have aimed to improve living conditions in the developing world (Africa, Asia and Latin America). Globalisation has increased the gap between information and technology haves and have-nots, and development practice (born out of the paradigms developed over the past fifty years) now seeks to address issues such as access to information communication technology (ICT) and the need for developing countries to participate in the global economy. This article examines the first year of the joint venture between the Media in Education Trust (MiET) and the KwaZulu-Natal Department of Education (KZNDE) to develop Education Centres Supporting Rural Development in KwaZulu-Natal, and how these centres address a crucial aspect of development – the question of access.     

Circumnavigating de-Westernisation: Theoretical reflexivities in researching political communication in Africa

Abstract

Based on theoretical considerations in the course of the author's current research on the conducting of and changes in political campaign communication in post-1990 Cameroon, this article revisits central discourses on the de-Westernisation of communications studies and outlines culturally-nested theoretical considerations to comprehensively study the practices and changes in political campaign communication in Africa. The article argues that although drawing on supposedly ‘Western’ theories, overall the proposed theoretical considerations constitute an example of a more viable approach to de-Westernise communications theory. The considerations have strong potential to improve our understanding of political campaign communication practices and the changes they may effect in Africa, if they are incorporated into research and not discarded simply on the grounds of regional exceptionalism, as is predominantly the case in Africa.     

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.     

Participatory culture in an emerging information ecosystem: Lessons from Ushahidi

Abstract

The activities surrounding new communication technologies (NCTs), more than the technology itself, have introduced new perspectives in the field of media studies, especially with the intensification of audience participation. This participation is imbued with the potential to challenge dominant voices and national myths, alter the representation and meaning of symbols and vocabulary, and redefine politico-social structures into which the luminal rituals of the national have been interwoven, for the sole purpose of fostering national cohesion. But it is the universal nature of NCTs that has significantly imbued local cultures with a global consciousness, thus altering the previous global flow of information. By using Ushahidi – open source software for information gathering and interactive mapping, which started as a blog in Kenya and is now used across the globe – the study demonstrates NCTs’ efficacy in engendering multiplicity of alternative voices which do not necessarily flow from the global North.     

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.     

Mobilising faith-based and lay leaders to address antenatal care outcomes in northern Ghana

ABSTRACT

Despite the benefits of antenatal care, evidence from sub-Saharan Africa suggests that women often initiate these services after the first trimester of pregnancy and do not complete the recommended number of visits. This study examines the impact of mobilising faith-based and lay leaders to address the socio-cultural barriers to antenatal care uptake in northern Ghana in the context of a broader child survival project. A quasi-experimental design was used, and data were analysed using a difference-in-differences approach. The results presented in this article indicate the potential for faith-based and lay leaders to promote uptake of maternal and child health behaviours.