Principles of Participatory Communication Reconceptualised for Instructional Corporate Social Responsibility Communication

One of the main aims of corporate social responsibility (CSR) is to contribute to sustainable development, and effective communication is imperative in reaching this goal. When the aim of communication is to contribute to sustainable development, it falls within the field of communication for social change, where the participatory approach is the norm. However, the context of instructional CSR communication poses challenges to the traditional conceptualisation of the participatory approach. This creates a need to reconceptualise the participatory approach for instructional CSR communication contexts. A literature review identified four main principles of the participatory approach (dialogue, participation, cultural identity, and empowerment) and illustrated how they are traditionally conceptualised. The empirical study focused on two companies’ CSR programmes where agriculturists were assisting emerging farmers with training, skills development and mentoring. Sixteen semi-structured interviews with farmers and agriculturists were conducted to determine the applicability of the theoretical principles as traditionally conceptualised for this context. We argue that beneficiaries may not be able to participate as equal partners in all aspects of the CSR initiative from the beginning (as traditionally assumed), but that they should, through their involvement, be empowered to participate more meaningfully in later stages even though power will remain largely with the company.