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.     

Science and the media in South Africa: Reflecting a ‘dirty mirror’

Abstract

The public understanding of science is vital in any society, to counter pseudoscientific claims and quackery. The relationship between scientists and the media (the latter often the only channel through which scientific findings reach the public) was studied within a South African framework. An empirical survey was conducted by means of a comprehensive questionnaire sent to 740 South African scientists and researchers and 360 journalists. Because the media are important in the public understanding of science, the survey tried to establish the depth of and possible reasons for distrust between the two professions and what structures could be put in place to overcome this. This study found some significant differences in the views of scientists and journalists about the role of science in society, how it could be communicated to the public, and the reasons for this dichotomy. Finally, proposals to bridge the gap between scientists and the media are made: the media should give serious attention to raise the standards of science reporting by establishing science desks headed by properly trained science editors and well-trained science reporters. On the other hand, scientists should be trained to communicate better with the media and, therefore, the public.     

Media-usage patterns and political knowledge of NWU students: The 2009 election

Abstract

One of the central elements in a sustainable democracy is an informed and independent voters’ corps who is knowledgeable regarding democratic values and the policies of different parties, and who participates in democracy. The literature suggests that voters who are more heavy media users are also more politically knowledgeable. It follows that the media have an important informational role in a democracy. Against this background, the media usage patterns, media usage perceptions and political knowledge of the students of the North-West University on the Potchefstroom, Mafikeng and Vaal Triangle campuses were investigated during May 2009. This was done in the form of a quantitative survey that allowed students to report their real perceptions, experiences and knowledge levels. Questionnaires were administered in a self-administered style to avoid interviewer bias and to increase truthful self-reporting. Trained field workers used certain guidelines to ensure that the sample was representative of NWU students. The study found that students on all three campuses had poor levels of political knowledge. It was furthermore established that they were light users of media and did not often engage in political discussions with peers. On all three campuses, for political information television was the preferred medium, followed by radio. Although there were only weak correlations, it would seem that the students who were heavier users of media, were also more politically knowledgeable.     

Towards an emerging paradigm of strategic communication: Core driving forces

Abstract

Major forces such as globalisation, the digital network revolution and the empowerment of myriad new stakeholders have resulted in a blurring of communication genres such as marketing and corporate communications, and are redefining the role of the communications professional within business and society. Such fundamental changes require that both scholars and practitioners challenge their own assumptions and consider the implications of these paradigm shifts. The values of the modernist age, resulting in linear, top-down, consensus-seeking decision-making behaviour, must be revisited to make way for emerging values such as activism, dialogue, communal values and dissent, which allow for co-creation and a multiplicity of viewpoints. This article reflects on paradigmatic debates and identifies shifts from modern to postmodern organisational practice, and how these impact on communication practices and integrated communication. Consideration is given to some theoretical, practical, research and educational implications of these shifts as core driving forces towards the new emerging paradigm of strategic communication, which can best be conceptualised as purposeful communication to realise the organisational mission.     

Employees’ Acceptance of E-Newsletters for Organisational Information Transfer

ABSTRACT

Internal marketing and internal communication collectively strive to build relationships with, empower, and motivate employees to foster an organisational culture of support for organisational goals and objectives to be met and organisational success achieved. Electronic newsletters support internal marketing and internal communication endeavours as they serve the purpose of transferring organisational information to employees. E-newsletters can be tested to determine whether employees willingly utilise them for their intended purposes. By means of a quantitative research approach, utilising regression to analyse the empirical data, a study was conducted to determine employees’ acceptance of e-newsletters. This was conducted by means of an adapted technology acceptance model (TAM), and a self-administered e-mail survey was disseminated to employees of a higher education institution. Based on the research results, employees perceive TAM differently to what is put forward in literature, which results in the acceptance of e-newsletters for the purpose of transferring organisational information. Results show that respondents perceived two of the factors of TAM as one factor. In addition, the results provide insight into how academic employees perceive e-newsletters and what practical changes can be made to e-newsletters in order to cater to employees’ preferences.     

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.