Communicare : Journal for Communication Sciences in Southern Africa - Volume 18, Issue 2, December 1999

Since the notion of strategic communication management1 had become popular in literature and as a result of the Excellence study (Dozier, Grunig & Grunig, 1995), many practitioners and communication management departments have attempted to implement all or some of the elements of the Excellence theory in order to change the negative reputation of communication management research. Improving the theoretical and practical knowledge within the communication management department is one way of rectifying the aforementioned situation. The new knowledge base would include a far better understanding of the strategic management process as well as basic and advanced research practices. <br>This exploratory study is aimed at describing the nature of communication management research and its function within the communication management department, as well as the value thereof within the greater organisation. Communication management research theory forms the basis of this project, while exploratory qualitative research was conducted within the South African corporate context in order to supplement these theoretical perspectives.

The decision to undertake this study was based on the belief that both time management and the time-allocation framework of the academic year of South African technikons, specifically as regards journalism, public relations and mass communications programmes, needs substantial organisational and functional restructuring to come to terms with radically changed societal, economical, political and educational realities. Legitimacy, quality assurance and resources are the three main components of an educational system. Time is a vital resource as well. The major thrust of the study was to ascertain at first-hand how the American academic calendar works in practice and whether it offers distinct advantages that could practically and in accordance with current legislation and policy be introduced in the academic calendar of South African technikons in general, and communications programmes in particular. This included looking at continuous student assessment and summative final examinations insofar as they impact on the use of academic time for teaching. In conclusion, the study proposes the creation of a new time mould which will result in a more effective use of existing academic time and also provides a number of additional benefits and advantages to both student and teacher/instructor.

Relationship marketing is a paradigm shift and it is associated with the return of direct marketing both in business-to-business and business-to-consumer markets (Seth & Parvatiyar 1995). This paradigm shift in marketing focuses on acquisition and retention in building and ensuring long-term relations with clients and therefor requires the integration of proper communication principles. A long-term relationship is recognised as a very important and basic ingredient of marketing, securing and keeping customers and can be regarded as a tool for the new millennium. <br>Many relationship marketing definitions are provided in services marketing, industrial marketing, bank marketing, advertising and business strategy. To best understand relationship marketing Morgan and Hunt (1994) propose that ".... relationship marketing refers to all marketing activities directed toward establishing, developing and maintaining successful relational exchanges." <br>A good relationship is characterised by commitment and trust. According to Morgan and Hunt (1994), relationship commitment and trust is influenced by relationship termination cost, relationship benefits, shared values, communication and opportunistic behaviour. The application of a successful relationship marketing strategy in practice is therefor based on the adherence to the principles of effective communication. In future, effective communication can be regarded a major contributing factor to the marketing effectiveness of enterprises in general and sport unions as a whole. Through proper implementation of the communication principles, the relationship marketing practitioner will in the new millennium, ensure survival in a tremendously competitive environment.

The focus of this article is to contextualise information communication technology (ICT) development within the global information arena through reference to a particular case study where an ICT was implemented in various areas in South Africa. The article sheds light on often-conflicting ideologies relating to the effect of information technology in developing countries in general and in South Africa in particular. It presents an overview of problems and possible solutions regarding acceptability, use, sustainability, and best practices. From a research perspective the article investigates how development initiatives can be supported by adapting this computerised system to the needs of users within specific contexts. It also intends to discuss general prohibiting factors in a development arena extending from implementation to usage at various levels involving diverse role players.

Changes in the South African business environment is placing South African business organisations under increasing pressure to move toward democratic, non-racial and fully representative organisational structures. In an attempt to accelerate this process, companies are embarking on affirmative action and black empowerment programmes in order to develop previously disadvantaged groups and to assimilate these groups into existing organisation cultures. The results of these efforts are viewed with interest and scepticism. This article explores the link between organisational communication and successful diversity management. An overview of existing literature indicates that successful diversity management is facilitated by communication processes through which sufficient shared or negotiated meaning and agreed upon language and behaviours appropriate to the workplace are constructed. This article explores the importance of interpersonal communication in organisational sensemaking through the framework of the Schemata Model of Interpersonal Communication in Organisational Contexts. The results of the empirical research indicate that individuals' experiences of the organisational culture as a context for the construction of meaning, are more important to diversity management than individual value differences as a result of diversity in terms of age, gender or race.

Extracted from text ... 132 K.G. Tomaselli The Last Word Notwithstanding the rather difficult relationship that has existed between myself and the journal over the past 19 years, I have been honoured by the editors of Communicare with writing the "Last Word". And this is, nogal, the "Last Word" of the Millennium! I will briefly reflect on the nature of this relationship in the context of change and the future of communication studies in South Africa. What role can Communicare play in this process as we move into the third millennium Anno Domini. I was invited onto Communicare's editorial board by Nina ..

Extracted from text ... 140 Research forum UNIVERSITY OF NATAL, DURBAN BROWNLEE-GREAVES, T.J. 1998. A critique of forms of participatory development and communication: PHASE (Project for Health And Sanitation Education) - a case study. Honours (Media Studies) Supervisor: Prof Keyan G. Tomaselli The purpose of this study is to examine the theories of participatory communication, particularly where applied to development; present a critique of these theories and apply them to a particular case study. Participation is often regarded as an obligatory component of any development project. However, the conflict between transitive and intransitive participatory theories, the focus on process rather than result, means ..