Strategic communication management in the non–profit adult literacy sector

Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.In 2007 more than a quarter (26%) of the South African adult population was functionally illiterate. As a result many non-profit organisations (NPOs) in South Africa strive to raise adult literacy levels. Adult illiteracy leads to problems such as, amongst others, high levels of unemployment, poverty and crime. Most NPOs do not practice strategic communication management to build strong, lasting and mutually beneficial relationships with stakeholders. It is therefore difficult for many NPOs to achieve its mission and goals, because communication and stakeholder relationship management are not planned strategically, and clear relationship objectives for particular stakeholders are not set. A lack of funds as well as a lack of knowledge about the benefits of strategic communication management contributes to this debilitating situation. Steyn and Puth (2000) developed a model for strategic communication management, informed by the Excellence theory and relationship management theory. It was this study's aim to analyse South African NPOs in the adult literacy sector's current communication practices against the normative, theoretical Steyn and Puth model (2000) for strategic communication management. The purpose was to understand the participating NPOs' operational and strategic communication management context, since little research in this regard has been conducted. Against this background, the following general research question was asked: How can NPOs in the adult literacy sector in South Africa best practice strategic communication management within their specific context? In this qualitative study, in-depth, semi-structured interviews were conducted with communication practitioners or personnel responsible for communication and/or the chief executive officer (CEO) of five NPO's focussing on the upliftment of adult illiteracy over a period of six months (May to October 2007). The aim was to understand the operational and strategic context of the NPO and to determine its approach to and implementation of communication management. Furthermore, a literature study of the participating NPOs' annual reports, other official documents and web sites was conducted in order to obtain comprehensive background information on each organisation and its communication practices. The study found that participating NPOs did not manage communication strategically, mainly because of a lack of knowledge on what strategic communication management entails and how it can contribute to organisational performance. This situation was made worse by the NPOs' lack of funding and specialised staff to implement strategic communication management. However, the NPOs did apply some of the principles of strategic communication management intuitively, and in most cases displayed a symmetrical organisational worldview. The main contribution of the study was to simplify the Steyn and Puth model, by taking the NPOs' current communication practices, as well as their constraints, into consideration. The simplified model would assist NPOs, with training, in the transition towards applying strategic communication management. NPOs would also understand the process of strategic communication management better, 'without changing or weakening the core of strategic communication management. It is recommended furthermore that NPOs should be trained to practice strategic communication and relationship management, in order to attain organisational goals more effectively. Specific recommendations regarding training, considering especially NPOs' funding constraint, is presented. A simplified strategic communication model and training would enable NPOs in the adult literacy sector in South Africa to fulfil their developmental role more effectively.Doctora

Francois Bloemhof se Slinger-slinger : 'n leserkundige evaluering met verwysing na Afrikaanslesende tieners

Thesis (M.Bibl.)--Potchefstroom University for Christian Higher Education, 2002.In 1996 Francois Bloemhof's teenage fiction, Slinger-slinger, was a prize-winner in the beginners' category of the Sanlam competition for fiction for youth. The book was acclaimed because of the open manner in which the author wrote about sensitive themes such as hetero- and homosexuality, promiscuity, divorce, incest, tense family relationships, and drug and alcohol abuse. The main theme of Slinger-slinger is teenage sexual aspects, such as the sexual awakening and identity of teenagers. In 1998 a sensation was caused in the media as upset parents, teachers and other adults protested against the inclusion of Slinger-slinger in the ATKV's Children's Book Award, category 13-15 years of age. Two conflicting opinions about Slingerslinger could be distinguished: one group was of the opinion that the sexual theme and strong language were not suited for teenage fiction, while the other group was of the opinion that teenagers needed to read about realistic themes to prepare them for the real world. No comments were published about the opinions of the supposed readers, namely teenagers. Steenberg (1988:168-172), Van der Westhuizen (1989:5-7) and Van Zyl (1990:17) wrote that teenagers read to fulfil their needs. Teenagers' reading needs are directly connected to their emotional, cognitive and physical developmental stages. The aim of the study The aim of this study is firstly to evaluate Slinger-slinger according to the elements of the reader study model to determine whether it addresses the reading needs and interests of teenage readers; and secondly to ascertain whether teenagers liked Slinger-slinger. Research procedures and methodology. A study of the literature was done in order to determine the reading needs and developmental tasks of teenagers, and the role that teenage fiction can play in their development to adulthood. Together with this background study, an evaluation model, containing story elements viewed from a reader study perspective, as well as criteria for the evaluation of the handling of sexual aspects in teenage fiction, was developed to determine whether Slinger-slinger is successful teenage fiction. In the empirical study the above-mentioned evaluation model for teenage fiction were applied to Slinger-slinger. In the second part of the empirical study a questionnaire was compiled to obtain the opinions of teenage readers about the success of Slinger-slinger as a whole, as well as the success of the handling of the sexual aspects. The questionnaire also served to obtain information about the reading needs of teenage readers in regard to realistic teenage fiction and teenage fiction with a sexual theme. Conclusion It is concluded that Francois Bloemhof's Slinger-slinger succeeds as realistic teenage fiction because it answers to the reading needs of teenage readers. Bloemhof succeeded in his handling of the sexual aspects in Slinger-slinger an in doing so fulfils teenager's reading and information needs, and thus assists them on their way to maturity. The questionnaire ascertained that the teenage readers who participated in the study were of the opinion that Slinger-slinger is a successful and interesting teenage book, and that they would like to read more realistic Afrikaans teenage fiction such as Slinger-slinger.Master