Dissertations / Theses on the topic 'Two-way symmetric communication'

Web 2.0 har möjliggjort och öppnat upp för en ny typ av mellanmänsklig kommunikation. Numera kan vem som helst starta sin egen offentliga och lättillgängliga webbplattform där digitala dialoger frodas och med det skapas attraktiva marknadsplatser för företag. Enligt forskningsluckan vi har identifierat anser vi att det saknas insikter om hur företag på bästa sätt ska arbeta med bloggare utifrån bloggarnas perspektiv. Bloggar är inte bara en attraktiv marknadsplats för företag utan också för bloggarna själva som skapar sitt personliga varumärke genom att bygga upp den digitala identitet som presenteras i bloggen. Således är syftet med vår uppsats att bidra till ökad förståelse för bloggares preferenser i relationen med företag och varumärken, samt hur de väljer varumärken att beröra i sin blogg utifrån sin digitalt konstruerade identitet. För att genomföra vår studie har vi valt en kvalitativ metod med en abduktiv ansats där vi har genomfört semistrukturerade intervjuer med sju populära bloggare i Sverige. Den teoretiska referensramen som ligger till grund för vår studie är uppdelad i tre huvudkategorier; marketing public relations, word-of-mouth/word-of-blog samt personligt varumärke, där vi berör begreppen relationer, digitala dialoger, tvåvägs-symmetrisk kommunikation, digitalidentitet och källtrovärdighet. Resultatet i vår studie visar att bloggare önskar ett professionellt bemötande i relationen med PR-utövare men en personlig relation till varumärken. PR-utövare bör erbjuda bloggarna unikhet, involvering, nyhetsvärde och arvode för att skapa fördelaktiga tvåvägs-symmetriska bloggrelationer i syfte att gynna varumärket. Således förändras synen på traditionell PR vilket snarare innefattar relationer än finansiering. I vår studie presenterar vi därför en definition och modell av begreppet Blog Public Relations (BPR) vilket är vårt huvudsakliga bidrag till den vetenskapliga diskursen. Vidare visar vår undersökning att det finns tre faktorer som påverkar bloggare till att avvika från sin digitala identitet i samarbetet med företag. Förutom att de känner en press att uppdatera bloggen, och därmed ibland har valt att skriva om vissa produkter på grund av det, påverkar ett högt arvode eller ett riktigt bra och proffsigt bemötande från PR-utövarna den kommersiella avvägningen.
Web 2.0 has enabled and opened up for a new type of interpersonal communication. Nowadays, anyone can start their own public and accessible web platform where digital dialogues flourish and thus the creation of attractive markets for companies. According to the research gap we have identified, we believe that there is a lack of understanding of how companies’ best should practice blog relationships according to the bloggers. Blogs are notonly an attractive marketplace for companies but also for the bloggers themselves since they create their own personal brand by building up their digital identities that are presented in the blog. Thus, the purpose of this essay is to contribute to a better understanding of bloggers' preferences in their relationship with companies and brands and how they choose brands to mention in the blog from their digitally constructed identities. To carry out our study, we chose a qualitative method with an abductive nature where we have carried out semistructured interviews with seven popular bloggers in Sweden. The theoretical framework that forms the basis of our study is divided into three main categories; marketing public relations, word-of-mouth/word-of-blog, and personal brand, where we touch the concepts of relationships, digital dialogues, two-way symmetrical communication, digital identity and source credibility. The result of our study shows that bloggers wish for a professional approach in the relationships with PR practitioners and a personal relationship with the brands. PR practitioners should offer bloggers uniqueness, involvement, news-value and emolument to create beneficial two-way symmetric blog relationships in order to promote the brand. Moreover, this approach is changing the perception of traditional PR, which includes relationships, rather than financing. In our study, we therefore present a definition and model of the term Blog Public Relations (BPR) that is our main contribution to the scientific discourse. Furthermore, our study shows that there are three factors that influence bloggers to deviate from their digital identity in collaboration with companies. Besides that they feel pressured to update the blog, and thus sometimes chose to write about certain products because of it, a high emolument or a really good and professional behavior from PR practitioners affects the commercial balance.

Social media has radically altered today's media landscape, and presents public relations practitioners with new possibilities and opportunities to promote their companies. Social media enables public relations to observe in order to find out what people need; what content they are looking for; and how your company can help them. However, will engaging in online conversations give an organisation‘s consumers a voice? Past PR models illustrate how methods of communication was established and used in the past. However, the Grunig and Hunt two-way symmetrical model creates the possibility of two-way communication (dialogue) between consumer and organisation in which the power relations are equal. By applying Web 2.0 (social media) to these models, one can explore new ways of two-way communication. Finally by applying these elements to each other, a case study can be created to prove if social media can be used to create a dialogue between consumer and organization.

This study examines the roles and functions of public relations professionals in Major League Baseball. Grunig's four models of public relations were used to categorize the perceptions of the respondents regarding this subject.Eleven respondents took part in this study. All were given thirty-six statements that described typical public relations activities and philosophies. The statements were derived from original research conducted by Grunig. Each respondent was asked to sort the statements according to their perceptions of the organization in which they were currently employed.The results of this study were analyzed using the Qmethod program. Two distinct factors were revealed through this process. Factor I perceived their role as advocates for the organization (Grunig's press agency model). Factor II perceived their role a more neutral channel for communication (Grunig's public information model). Both factors believed it was important to relay the truth to the public.
Department of Journalism

Twitter has become a foremost public relations tool due to its capacity to facilitate two-way communication; however research suggests few organizations are using it effectively to engage in conversation with their customers (Rybalko & Seltzer, 2010; Briones, Kuch, Liu, & Jin, 2011; Lovejoy, Waters, & Saxon, 2012; Waters & Jamal, 2011). Using Grunig and Hunt's (1984) models of public relations and uses and gratifications theory (Katz, Blumler, & Gurevitch, 1974) as the guiding framework, this study examines how teams in the National Hockey League (NHL) communicate with fans on Twitter. The study used a content analysis and coded 815 team tweets into one of five content themes based on the fan gratification being met. Findings revealed that teams are most likely to meet fans' information needs and use models of press agentry and public information, despite the opportunity for conversation and relationship building Twitter provides. The results indicate there is a lack of two-way conversation being facilitated by NHL teams to build relationships with fans. The results of this study will inform sports teams, as well as other organizations, on current and future communication strategies on social media.

loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media. However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community. The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards. This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience. The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site. Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory.
Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

The purpose of the case study is to research whether the brand Hollister can establish themselves to their target audience working with communication. To achieve the goal with the study, the following theories has been applied: brand building, visual communication, two-way symmetrical communication and communication channels. The study was conducted by a quantitative online questionnaire survey. The online survey was aimed at teenagers aged 15-18 years old living in Täby or Umeå where one question was "What difference can be discerned between Täby, where there is a shop, and Umeå where there is no shop". The material was collected during a period of eight days between december 11th to december 19th 2013. The online survey was answered by 90 units which means a response rate of 90 percent. The results of the study showed that it differed somewhat between the cities and above all it showed that the units from Täby had more knowledge about the brand's visual identity, and visited the store to a larger extent. The analysis also showed that branding is an important part to reach out and influence Hollister’s target audience where the work of visual communication is vital.
Syftet med studien är att undersöka om varumärket Hollister kan etablera sig hos sin målgrupp med hjälp av kommunikation. För att uppnå syftet har följande teorier tillämpats: varumärkesbyggande, visuell kommunikation, tvåvägs-symmetrisk kommunikation samt kommunikationskanaler. Studien har genomförts genom en kvantitativ enkätundersökning på webben. Webbenkäten riktade sig till tonåringar i åldern 15-18 år som bor i Täby eller Umeå då bland annat en frågeställning har varit ”Vilken skillnad går att utläsa mellan Täby, där det finns en butik, respektive Umeå där det inte finns någon butik”. Materialet samlades in under en period på åtta dagar mellan 11-19 december 2013. Webbenkäten svarades av 90 enheter vilket innebär en svarsfrekvens på 90 procent. Resultatet av studien visade att det skiljde en del mellan städerna framförallt går det att utläsa att enheterna från Täby hade mer kännedom kring varumärkets visuella identitet samt besökt butiken i större utsträckning. Analysen visade även att varumärkesbyggande är en viktig del för att nå ut och påverka sin målgrupp och bland annat att arbetet med den visuella kommunikationen är betydelsefull.

Although companies and organisations worldwide publish in-house journals, there is no comprehensive theory (including technical and normative dimensions) available on this important public relations instrument. In particular, no research is available on what the characteristics of excellent South African in-house journals are or ought to be. In this study a number of dimensions are thus introduced in order to help create a comprehensive framework for analysing in-house journals, in particular South Africa’s leading in-house journals. Firstly, James Grunig’s excellence in public relations theory (published in 1992), which incorporates the concept of two-way symmetrical communication (which in turn is informed by a “symmetric” world view), is put forward as basic point of departure. Secondly, a set of technical criteria for excellent in-house journals gleaned from a wide range of sources, is compiled. Furthermore, the internal and external environments in which South African in-house journals function are identified. The role of other new media (such as e-mail, intranet, television and radio) is also taken into account. Five leading South African in-house journals are then analysed and the views of editors reflected. It was found that Abacus (Absa Bank), Harmonise (Harmony Gold Mining Company), Hello the future (MTN), Pick ’n Patter (Pick ’n Pay) and Sandaba (Sanlam) all measured up well against the theoretical statements flowing from the said theoretical points of departure. However, the analysis did also bring to the fore deviations from the said statements which give new insight into what is required to publish an excellent in-house journal. In conclusion, the criteria are evaluated against some of the more detailed findings of the analysis and adapted to create a set of theoretically based guidelines that can be used by South African companies, focusing inter alia on how the unique character and environment of a company influence its internal communication, to create excellent in-house journals. In final analysis, it is argued that all factors, starting with the philosophical points of departure informing communication strategies, management’s attitude toward internal communication, organisation culture, the socio-political environment in which in-house journals function as well as the technical aspects of these publications, need to be considered when formulating criteria for “excellent” in-house journalism. This study thus endeavours to contribute to the professional integrity of public relations in a sea of asymmetric, marketing-driven internal communication.
Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2006.

The aim of this study is to examine which communication channels and communication strategies Umeå municipality could use for information concerning outdoor recreation. To achieve this aim the following theories and views have been applied: social communication, communication strategies, two-way symmetrical communication, social media and uses and gratifications. The study was conducted through four focus group interviews and one informant interview. The focus groups consisted of four groups of outdoor enthusiasts in Umeå municipality: outdoor interested students, organized outdoor enthusiasts, active families and active seniors. The informant were the person that is centrally positioned within the business. The material was collected during the 6th and 19th of February 2014. The results and analysis of the study showed that outdoor enthusiasts have acquired new communication habits and that the municipality partially requires changes in their communication strategy. The new media habits has meant that outdoor enthusiasts would like to receive personalized information rather than information that is targeted towards the crowd. Thus, there is a clash between how the municipality communicates and outdoor interested’s approach to dialogue. Outdoor enthusiasts also want to communicate with each other to a greater extent than with the municipality. The result also showed a lack of communication channels that enable outdoor enthusiasts to communicate with each other. Finally, there were also a digital divide that shows that active seniors are distinguished because they have not embraced the new media consumption in the same extent as other groups. This has the consequence that Umeå municipality must use a mixture of communication channels to adapt to the public.
Syftet med studien är att undersöka vilka kommunikationskanaler samt kommunikationsstrategier Umeå kommun kan använda för information som rör friluftsliv. För att uppnå syftet har teorier och fakta om samhällskommunikation, kommunikationsstrategier, tvåvägs-symmetrisk kommunikation, sociala medier samt uses and gratifications använts. Studien har genomförts genom fyra fokusgruppsintervjuer och en informantintervju. Fokusgrupperna bestod av fyra grupper av friluftsintresserade i Umeå kommun: friluftsintresserade studenter, organiserade friluftsmänniskor, aktiva barnfamiljer samt aktiva seniorer. Informanten som intervjuades var den person som är centralt placerad inom verksamheten. Materialet samlades in under tidsperioden 6-19 februari 2014. Resultatet och analysen av studien visade att friluftsintresserade har skaffat sig nya medievanor och att kommunen delvis måste ändra sin kommunikationsstrategi. De nya medievanorna har medfört att friluftsintresserade vill få individanpassad information istället för information som är riktat mot den breda massan. Därmed har det uppstått en krock mellan hur kommunen kommunicerar och friluftsintresserades syn på dialog. Friluftsintresserade vill även kommunicera med varandra i större utsträckning än med kommunen i fråga. Resultatet visade också att det saknas kommunikationskanaler som möjliggör att friluftsintresserade kan kommunicera med varandra. Slutligen återfanns även en digital klyfta som visar att aktiva seniorer särskiljer sig då de inte har anammat den nya mediekonsumtionen i lika utsträckning som övriga grupper. Det betyder att Umeå kommun måste använda en blandning av kommunikationskanaler för att anpassa sig efter medborgarna.

More research is needed to be able to fully understand the role that social media plays in elections, specifically in local elections. Candidates need to understand how it works and how they can effectively use this new communication medium. By exploring Diffusion of Innovation Theory, Social Information Processing Theory, and the Two-Way Symmetrical Model of communications this study sought to answer one overarching question: how should a candidate employ social media in a local election? This qualitative, single case study explores the 2014 recall and general election in Yorba Linda, California. Councilman Tom Lindsey and candidate Matt Palmer are the primary subjects of study. Observations were made through analysis of documentation, interviews, and participant and direct observation. The researcher was employed as the campaign manager for both Lindsey's and Palmer's campaigns. The findings support the use of social media in local campaigns on a case by case basis. Determining use depends on the demographics of the voters and the abilities of the candidate. The data suggests that social media needs to be part of comprehensive strategy that includes traditional communication tools. Observations from the case study illustrate the need for candidates to engage in two-way communication that is monitored and regulated. This study begins to establish social media as a tool that candidates can use to inexpensively reach voters in a way that showcases the candidate's personality and allows them to connect on a personal level with constituents. Social media will play a role in politics at all levels.

In order to engage employees effectively, organisations need to practice two-way communication within a symmetrical worldview. This will encourage employees to feel valued, to participate in decision-making and contribute to obtaining organisational goals. Practising two-way communication will help to build stronger relationships between employees and managers, leading to increased employee engagement. Thus, the better the communication between managers and employees, the more engaged employees will be. Furthermore, the selection of communication channels can impact on the success of the message that is sent. Research has shown that if the inappropriate communication channel is selected when communicating with employees, the message might not be effectively received and understood. New technology, specifically Facebook can be introduced to provide an open and transparent channel for communication. Facebook can also facilitate two-way communication, which can lead to increased employee engagement. The literature study conducted informed the interview schedules that were developed and used to conduct semi-structured interviews with managers and focus group interviews with employees within two organisations in the South African financial sector. This was done in order to understand their expectations regarding the use of Facebook as an internal communication channel to enhance employee engagement. In terms of the conclusions derived from the empirical research, it seems evident that Facebook could be used as an additional internal communication channel to enhance employee engagement. Trust remains a very important factor in that managers should trust employees to use the channel in an ethical manner and employees should trust the organisation and its managers that they may voice their opinion freely, without the fear of victimisation. Facebook can be used to promote engagement on a social level to build relationships inside the organisation. However, managers and employees can together create a contract of understanding that will form the outline for a policy that will govern the use of Facebook. The parties involved can then negotiate the terms of this contract of understanding to ensure that all expectations regarding the use Facebook are met.
MA (Communication Studies), North-West University, Potchefstroom Campus, 2013

This study examines the party-controlled communication of the five most important political parties in the North West Province of South Africa during the 1999 general elections. The main assumption is that political parties in developing democracies have a normative obligation to do more than canvas for votes during an election campaign. Political parties should also be instrumental through their communication in fostering a democratic political culture. Central to this argument is the notion that a typical marketing approach is not suitable for an election campaign in a developing democracy. In accordance with the participatory approach to development, it is thus proposed that the two-way symmetrical model for public relations (as proposed by James Grunig) is a more appropriate approach to election campaigns. Especially relevant for this study is the two-way symmetrical model's emphasis on interaction and the establishment of long tern relationships with target publics. Through an extensive qualitative analysis of all relevant material (party manifests, newspaper advertisements, radio advertisements, pamphlets, posters and web pages), it was found that South African political parties placed much less emphasis on the "image" of the party or its leader compared to their American counterparts. However, that did not imply that the substance of the message was emphasised adequately. On the contrary, the political parties participating in the elections in the North-West province generally failed the normative criteria of informing voters and identifying democratic values adequately. Furthermore it was found that the cognitive and emotional campaign messages were not fully integrated. While the focus was on typical election issues (emotional message), these issues were not explained and contextualised within a developing democracy to the full extend (cognitive message). Therefore the emotional message was not utilised to focus the voter's attention on policy issues and democratic values. In conclusion it is argued that political parties should do much more than merely canvas for votes. They should also empower voters by informing them on their policy issues and highlighting democratic values in society. Only then the new South African democracy will be sustainable.
Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.

The public relations field is rapidly adopting two-way symmetrical communications as a way to achieve excellence and win-win solutions for multiple publics. This paper focuses on activism and industry public relations approaches involving a group of expert physicians in Houston and the medical devices industry. After exploring two-way symmetrical communications and the Excellence Theory of Public Relations, the paper explores these physicians’ viewpoints and provides an overview of the medical device industry. The discussion then provides public relations suggestions for the physicians to symmetrically approach the industry to create change. Next, the paper recommends how the medical device industry can respond to work with the physicians and to prevent possible public relations damage and crisis. The paper concludes by expressing the importance of applying symmetrical communications methods to solve challenges and create win-win solutions.
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碩士
中國文化大學
企業實務管理數位碩士在職專班
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Limitations of many organizations of growth due to poor communication in the organization. Therefore, the purpose of this study is to explore the relationship between two-way symmetrical communication, team cohesion, organizational identification and organizational citizenship behavior, and to further discuss whether organizational identification and team cohesion are the intermediate variables of two-way symmetrical communication and organizational citizenship behavior. Try to understand whether two-way symmetrical communication can improve team cohesion, organizational identification, and strengthen organizational citizenship behavior The formal questionnaire was mainly aimed at the employees and supervisors of the major enterprises, and the effective samples were collected from 340 people. The results show that two-way symmetrical communication has a positive impact on team cohesion, in other words, when a company carries out two-way symmetrical communication within a corporation, it can indeed improve the behavior of organizational citizenship; Moreover, this study adds organizational identification and team cohesion as intermediary variables, will enhance organizational identification and team cohesion, and then strengthen organizational citizenship behavior. Two-way symmetrical communication the most important practical meaning is that communication of the organization should seek the best benefits be-tween the organization and members of the organization. Not try to persuade one or the other to achieve unilateral benefits, and to establish a win-win situation, share the benefits and keep the reciprocity principle. In the end, the organization and the members of organization are able to pursuit of the ultimate benefits of both side.

The concept of SIC in the banking circle specifically in Ghana and generally in Africa has raised concerns for research because it concerns the management of the processes of communication strategies to achieve communication goals. Previously, the banking reports of Ghana required that the stakeholders of industries be well-informed using the comprehensive communication plan; however, it appears that different trends of communication strategies have been adopted recently. To this end, this study explored 3 banks operating in Accra to determine their strategic integrated communication practices with stakeholders. Using the Media Richness Theory and the Two-Way Symmetrical Model of Communication, the study analysed data obtained through in-depth interviews from staff of the banks and some documents accessed from the banks. The findings indicated that the banks need to review strategies for client satisfaction and loyalty as an output of strategically integrating communication efforts. The study concludes that bank interactivity must be conducted strategically and efficiently to achieve the best communication results.
Communication Science
Ph. D.

Relationships with internal stakeholders within the organisation (employees) are crucial for organisational survival and success (Hargie & Tourish, 2000:293; Jensen, 2010:32; Koschmann, 2007:12; McDermott & Chan, 1996:5; Van der Colff, 2003:258). Therefore, twoway symmetrical communication with employees in building relationships and relationship management is so important (Bezuidenhout, 2010; Koschmann, 2007:8). The North-West University focuses on maintaining good relationships with their employees through communication, but experience challenges in this regard. The Institutional Office of the North-West University is the main source of information and communication with employees of all three campuses. A consultant (Media Mosaics, 2010) and two other studies (Holtzhausen & Fourie, 2011; Mmope, 2010) identified various problems with the communication and consequent relationships between the Institutional Office and the Potchefstroom Campus employees. Given that good relations between the two business units are a focus of the university and that the outcomes of internal communication are good relationships, it is necessary to determine how the internal communication from the North-West University Institutional Office to Potchefstroom Campus employees are conducted in order to build good relationships. To determine the above a literature study, questionnaire survey and semi-structured interviews were carried out. The systems approach, reflective paradigm, excellence theory, two-way symmetrical communication model and stakeholder relations theory were used as a theoretical framework (Dozier, et al., 1995; Ferreira & Staude, 1991; Grunig & Grunig, 2000:310; Grunig et al., 2002; Ledingham & Bruning, 2001:63; Skinner & Von Essen, 1999:257; Steyn & Puth, 2000; Verčič et al., 2001:382). From the results it appears that the North-West University Institutional Office and Potchefstroom Campus employees do not agree on all aspects of the relationship and communication between them. It appears that the North-West University Institutional Office meets only some of the requirements of communication and relationship building, as it has been set out in the literature, and that there is room for improvement.
MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

Text in English, abstract in English, Afrikaans and Venda
This study developed and tested an integrated internal communication audit (IICA) tool to evaluate the communication strengths and weaknesses of the Unisa Library. The existing communication audit instruments were explored, namely: the Communication Satisfaction Questionnaire (CSQ) and the International Communication Association (ICA) audit were adapted and complemented by the Organisational Culture Survey (OCS) and the Critical Incident Technique (CIT). The current trends and the trends in South Africa were also explored. The sequential mixed method design consisting of the semi-structured qualitative interviews and the quantitative surveys were used to collect data. The ATLAS.ti and the Statistical Package for Social Sciences (SPSS) software packages were used to analyse qualitative and quantitative data. The results revealed the IICA as an appropriate tool for measuring the integrated internal communication of the Unisa Library. The IICA identified the communication needs of employees; the active and preferred communication channels; and the positive and negative communication experiences of employees.
Hierdie studie het ʼn geïntegreerde interne kommunikasie-oudit (IICA)-hulpmiddel ontwikkel en getoets om kommunikasie-sterkpunte en -swakhede van die Unisa-biblioteek te evalueer. Die bestaande kommunikasie-oudit-instrumente was ondersoek, naamlik: die Kommunikasietevredenheidsvraelys (CSQ) en die Internasionale Kommunikasievereniging (ICA) se oudit is aangepas en gekomplementeer deur die Organisasiekultuur-opname (OCS) en die Kritiese-insident-tegniek (CIT). Die sekwensiële gemengdemetode-ontwerp, bestaande uit die halfgestruktureerde kwalitatiewe onderhoude en die kwantitatiewe opnames, is gebruik om data in te samel. Die ATLAS.ti-programmatuurpakket en die Statistiese Pakket vir Sosiale Wetenskappe (SPSS)-programmatuur is gebruik om kwalitatiewe en kwantitatiewe data te ontleed. Die resultate gewys die IICA as ʼn geskikte hulpmiddel was in die meting van die geïntegreerde interne kommunikasie van die Biblioteek. Die IICA geïdentifiseer die kommunikasie behoeftes van werknemers; die aktiewe en voorkeur kommunikasie kanale; en die positiewe en negatiewe kommunikasie ervarings van werknemers.
Ngudo iyi yo bveledza na u linga tshishumiswa tsha u Sedzulusa Vhudavhidzani ha nga ngomu ho Ṱanganelaho (Integrated Internal Communication Audit (IICA), u ṱola vhuḓi na vhuvhi ha vhudavhidzani kha Ḽaiburari ya Univesithi ya Afrika Tshipembe. Zwishumiswa zwa u sedza vhudavhidzani zwi re hone zwo sedzuluswaho zwi katela: Mbudzisambekanywa dza Vhudavhidzani dzine dza fusha ṱhoḓea (Communication Satisfaction Questionnaire) (CSQ) na tshishumiswa tsha u sedzulusa vhudavhidzani tsha Dzangano ḽa Dzitshaka ḽa Vhudavhidzani (International Communication Association) (ICA). Zwishumiswa izwo zwo ḓadziswa nga tshishumiswa tsha Ṱhoḓisiso ya Mvelele ya Tshiimiswa (Organisational Culture Survey) (OCS) na Tshikalo tsha u ela Maitele a Zwithu zwa ndeme (Critical Incident Technique) (CIT). Pulane ya thevhekano ya maitele o ṱanganelaho o vhumbwaho nga maitele a ṱhoḓisiso ane a shumiswa kha saintsi dza matshilisano (qualitative) na maitele a ṱhoḓisiso ane a shumisa zwiṱatisiṱika na mbalo (quantitative) zwo shumiswa u kuvhanganya mawanwa. Phakhedzhi ya Sofuthiwea ya ATLAS.ti na phakhedzhi ya Siṱatisiṱika ya Saintsi dza Matshilisano (Statistical Package for Social Sciences - SPSS) dzo shumiswa u saukanya mawanwa a ṱhoḓisiso dza matshilisano na a ṱhoḓisiso dza zwiṱatisiṱika na mbalo. Mvelelo dzo bvisela khagala uri IICA ndi tshishumiswa tsho teaho u ela vhudavhidzani ho ṱanganelaho ha nga ngomu Ḽaiburari ya Univesithi ya Afrika Tshipembe. Tshishumiswa itshi tsho bvisela khagala thoḓea dza vhashumi dza vhudavhidzani, zwishumiswa zwa vhudavhidzani zwine zwa khou shumiswa na zwi takalelwaho; na tshenzhemo ya vhashumi kha vhudavhidzani havhudi and vhu si havhudi.
Communication Science
M. Comm (Communication Science)

A dominant focus on organisational stakeholders is currently evident in both the literature and in practice since it is argued that the success of organisations is predominantly dependent on stakeholders’ perception of the organisation. This stakeholder emphasis is evident in the inclusion of a chapter on governing stakeholder relations in the King III report and the development of various stakeholder standards in South Africa, including corporate social investment, corporate governance, corporate citizenship, corporate sustainability and the triple bottom line. Despite the recognition of the importance and necessity of building and maintaining stakeholder relations in the literature, there is a dearth of research on how to actually build these relationships. The aim of this study was to address this shortcoming by proposing a generic, integrated approach to sustainable organisation-stakeholder relationship (OSR) building with strategic stakeholders whereby strategic stakeholder identification, OSR development and OSR maintenance, which are often studied independently, would be integrated in order to constitute a new unified model. This model will promote a sustainable OSR-building process for organisation-stakeholder partnership (OSP) development.The following three building blocks for such a model were proposed: a strategic communication foundation that promotes the integration of specific corporate communication functions that is practised from a two-way symmetrical communication perspective as the basis for effective OSR building; a theoretical foundation, which is an integration of Freeman’s stakeholder concept (1984) from a normative, relational viewpoint, Ferguson’s relational paradigm for public relations (1984) and Ledingham’s (2003) theory of relationship management, encapsulated by Grunig’s (1984) excellence theory, of which the proposed OSR-building model would be a pragmatic representation; and a conceptualisation of the OSR-building model where the actual phases of the OSR-building process would be proposed to provide step-by-step guidance for OSR building. This model promotes a partnership approach with strategic stakeholders, which is based on the proposition of an OSR development continuum, which implies that an OSR could grow in intensity over time, from a foundational OSR, mutually-beneficial OSR, sustainable OSR, to ultimate organisational-stakeholder partnerships (OSPs). This model was built from a corporate communication perspective, and subsequently highlighted the contribution of corporate communication in the organisation as an OSR-building function to ensure organisational effectiveness. This study provided an exploratory literature review to constitute a conceptual framework for OSR-building of which the principles of the framework would be further explored and measured in leading listed South African organisations, by means of a quantitative web-based survey and qualitative one-on-one interviews to compose an OSR-building model that provides guidance on the process of OSR building on the basis of insights from theory and practice.
Ingevolge die argument dat die sukses van organisasies hoofsaaklik afhanklik is van die persepsies wat belangegroepe oor organisasies het, word ‘n dominante fokus tans op organisatoriese belangegroepe in die literatuur en praktyk geplaas. Die fokus op belangegroepe is sigbaar in die insluiting van ‘n hoofstuk oor die bou van belangegroepverhoudings in die King III verslag asook die ontwikkeling van verskeie belangegroepstandaarde in Suid Afrika, wat korporatiewe sosiale verantwoordelikheid, korporatiewe burgerskap, korporatiewe volhoubaarheid en drievoudige eindresultaat insluit. Ten spyte daarvan dat die belangrikheid en noodsaaklikheid van die bou en behoud van belangegroepverhoudings erken word in die literatuur, is daar ‘n tekort aan navorsing oor hoe om die verhoudings te bou. Die studie poog om dié tekortkoming aan te spreek deur middel van ‘n generiese, geϊntegreerde benadering vir volhoubare organisatoriese-belangegroepvershoudings (OBV) met strategiese belangegroepe voor te stel, waar strategiese belangegroep identifikasie, OBV ontwikkeling en OBV instandhouding, aspekte wat dikwels afsonderlik bestudeer word, geintegreer word in ‘n nuwe, verenigde model. Hierdie model sal ’n volhoubare OBV verbouiingsproses voorstel vir die ontwikkeling van organisatoriese-belangegroepvennootskappe. Drie boustene word vir die model voorgestel naamlik; ‘n strategiese kommunkasie fondasie wat die integrasie van spesifieke korporatiewe kommunikasie funksies vanuit ‘n twee-rigting simmetriese kommunikasie perspektief as basis vir die effektiewe bou van OBV insluit; ‘n teoretiese fondasie wat ‘n integrasie van Freeman (1984) se belangegroepkonsep van ‘n normatiewe, verhoudingsstandpunt, Ferguson (1984) se verhoudingsparadigma vir openbare skakelwerk en Ledingham (2003) se verhoudingsbestuursteorie insluit, omhul deur Grunig (1984) se uitnemendheidsteorie, waarvan die voorgestelde OBV model ‘n praktiese voorstelling sal wees; en ‘n konseptualisering van OBV-verbouing wat die fases van die OBV proses sal stipuleer om stap-vir-stap riglyne vir die bou van OBV voor te stel. ‘n Vennootskapsbenadering met strategiese belangegroepe word voorgestel deur die model, wat gebaseer is op die proposisie van ‘n OBV ontwikkelingskontinuum, wat impliseer dat ‘n OBV oor tyd in intensiteit kan groei van ‘n basiese OBV, wedersydse voordelige OBV, volhoubare OBV tot ‘n uiteindelike organisatoriese-belangegroepvennootskap. Die model is gebou uit ‘n korporatiewe kommunikasiestandpunt, wat gevolglik die bydrae van korporatiewe kommunikasie in die organisasie as ’n OBV-verbouingsfunksie om organisatoriese effektiwiteit te verseker, beklemtoon. Die studie bied ‘n verkennende literatuurstudie om ’n konseptuele raamwerk vir OBV-verbouing daar te stel, waarvan die beginsels van die raamwerk verder verken en gemeet is in gelysde Suid-Afrikaanse organisasies deur middel van ‘n kwantitatiewe web-gebaseerde opname en een-tot-een onderhoude om ’n OBV-verbouingsmodel te ontwikkel wat riglyne vir die proses van OBV-verbouing bied, gebaseer op beide teoretiese en praktiese insigte.
Communication Science
D. Litt. et Phil. (Communication)