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.     

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.     

Button-less on the information superhighway: Issues of ideological horizons in environmental communication amongst communities at fish-landing sites along Lake Victoria in Uganda

Abstract

The article addresses issues of ideological horizons in relation to the information superhighway, as they affect environmental communication, with a special focus on grassroots communities at fish-landing sites along Lake Victoria, in Uganda. While in the ‘button society’ a great deal of information is accessible at the push of a button, the most that button-less grassroots societies have to contend with, is a simple radio switch. Given this continuum of ideological horizons, both communities cannot interpret environmental management concerns in the same way. Conceptually, the article is guided by Hall's encoding and decoding framework, whereby due to a failure to share ‘meaning’ (between the two parties) miscommunication arises. The discussion is based on findings of a survey for a research project that sought to find behavioural change communication strategies that can be used to empower grassroots communities to participate more in managing their local environment in a sustainable way. The research looked at the communication of environmental issues pertaining to solid waste management and sanitation. The major question of interest to the discussion is why there is continued environmental degradation at Lake Victoria fish-landing sites, despite the available environmental information and existing frameworks for ensuring proper environmental management.     

Using the personal influence model to guide theory building for participatory communication in Africa

Abstract

This article argues that the personal influence model (PIM) be used strategically to resolve conflicts and social crises in Africa. It presents PIM as a complementary, analytic discourse to participatory communication, a development paradigm commonly used globally in a variety of social programs. That discourse, as a framework for theory building, is grounded in Africa's emerging and enduring realities: (a) the growing interest of the international community to assist Africa to meet the U.N. Millennium Development Goals, whose focus is to reduce extreme poverty by 2015; (b) the ephemeral nature of Africa's political and social stability that necessitates reducing fear, improving community security, nurturing public trust, and building inter-group relationships, all as preconditions for attaining social development, and for using a community-agency- contracts-partnerships approach to deliver development services; and (c) the palpable congruence of PIM with Africa's extensive social networks, which are typically used as communication tools for social development. Those realities guide four propositions that serve as a heuristic template for testing and refining the participatory approach, thereby guiding theory building in participatory communication in African communities. That template identifies an expansive three-concept research agenda – culture, community governance and rule of law, and economic freedom – that raises questions, defines concepts, measures key variables, and assesses outcomes.     

A theoretical framework for the online consumer response process The article is based on Janette Hanekom's Master's dissertation entitled A theoretical framework for the online consumer response process,Department of Communication Science,Unisa, April 2007.

Abstract

This article describes the foundation and development of a theoretical framework for the online consumer response process. It is based on theoretical criteria for web-based commercial communication and the online consumer response process. Central to this article is the development of the concept of web-based commercial communication. This includes all advertising, marketing communication, public relations and promotional messages on the World Wide Web which are intended to move the consumer through certain response phases to the point of purchasing or proceeding to any other type of action; the identification of the marketing communication paradigm shift from offline to online; and the comparison between online and traditional mass media audience characteristics. A theoretical conceptualisation of the online consumer response process is undertaken and an analysis of consumer response models and the theory of the general consumer response process is performed. This article is a theoretical exploration of the phenomenon of ‘online consumer response’ and the proposed theoretical framework is intended to address the dearth of literature on the topic.     

A critical evaluation of the Downs-Hazen instrument (CSQ) by measuring employee communication satisfaction at a private higher education institution in South Africa

Abstract

The aim of this article is to provide a critical evaluation of the Downs-Hazen instrument (Communication Satisfaction Questionnaire) (CSQ) by applying it to the measurement of employee communication satisfaction at a private higher education institution in South Africa. Three communication satisfaction dimensions, consisting of eight constructs, were measured. The results indicated that although employees are satisfied with their relationship with superiors, a need exists for improved communication on the psychological atmosphere in the organisation; the information employees receive about their immediate work environments, meetings and written directives; horizontal and informal communication that is accurate and free flowing; information about the organisation as a whole; as well as the way in which employees are being judged and appraised.

A final conclusion is that the Downs-Hazen CSQ is still applicable even though it was first developed almost 30 years ago. Furthermore, the adjustments to items in this study did not affect the reliability of the adapted questionnaire.     

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.     

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.     

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.     

Deciding to teach online: Communication,opportunities and challenges for educators in distance education

ABSTRACT

Adopting technology in support of educational programmes brings about self-evident changes and challenges both for students and educators (faculty members/facilitators), as well as for teaching and learning in distance education. The participatory culture of online learning and teaching demands new skills and competencies that pose challenges for existing teaching and learning pedagogies. The purpose of this literature review is to identify and exemplify facilitator roles in e-learning, to argue that there is a need for facilitators to undergo e-learning-related training, and to consider certain other challenges that result from using an online platform for teaching and learning. The results of the literature survey confirm that the roles of the educator change in a digital environment, while communication also enables him/her to maintain a degree of control over computer-mediated learning. It is argued that training in phases can enhance mentors' personal development and encourage positive attitudes towards accepting responsibilities in e-learning, while ensuring continued support and back-up for educators and novice facilitators.