Masters Degree. University of KwaZulu-Natal, Durban.The development history of South Africa (SA) is overshadowed by the apartheid era, which
represented an authoritarian style of governance. This approach prevented the majority of South
Africans, particularly black people, from having the right to make political, social, and economic
decisions (Lieberman, 2022). People and communities were treated as passive recipients of
development and had no say in their development. When the democratic government came to
power in 1994, a new approach to development was born which was aligned to the principles of
democratic governance. New policies, legislation, strategies, and plans were initiated to support
the improvement of the livelihoods of the poor and the previously disadvantaged. The new policies
encouraged participation, community empowerment, and democratic involvement of communities
in the development process (Govender & Reddy, 2011). To enhance these participatory and
democratic policies towards development, the South African governance structure has positioned
municipalities, also known as local government, to drive social development, economic growth,
and service delivery at the local level.
A municipality must acknowledge and endorse the importance of using a participatory and
democratic approach to communication as a guiding tool for achieving sustainable development
and realising development goals. The development goals are realised through the necessary
policies, strategies, and plans. The aim of this study was to explore participatory communication
processes that are used by the Matatiele Local Municipality (MLM) to communicate with citizens.
The study also sought to evaluate how the identified participatory communication models
influenced service delivery, especially as guided by the Integrated Development Plan (IDP).
Furthermore, the study set out to assess the impact of good governance on participatory
communication. In addition, the study sought to provide recommendations on what appropriate
participatory communication models can be adopted as traditional modes of communication in
rural communities. To realise the above objectives of the study, laws, policies, and strategies were
explored under the participatory communication concept. The researcher further used empirical
research models as a lens to ascertain whether existing government practices are effective in
improving service delivery through good governance measures.
For the purpose of this study, the qualitative research method was adopted. The responses from
the interviews revealed that participatory communication exists within the Matatiele Local
Municipality but it has not spread across all the areas within the municipality’s jurisdiction. Of the
19 participants interviewed, most were of the view that the Municipality consults through ward
committees and/or tribal authority, and that ward councillors are also passive-active in
communicating with them. Respondents reported that participatory communication is witnessed
mostly during the run-up to elections, during budget, and IDP processes. However, some
participants were unaware of the concept and reported a lack of communication and feedback from
the municipality. Lack of good infrastructure, service delivery, and decentralisation were also
factorial issues that were discovered during the study. Therefore, the study concludes on findings
that little is focused on tribal authorities and the crucial role they play in democratic development
of a local structure. The study recommends that the municipality educates communities
participatory communication. In this regard, the role that the public plays in the governance
process will be clear
