n Communicare : Journal for Communication Sciences in Southern Africa - Towards an integrated communication profession : a pilot study : research article

Volume 21, Issue 2
  • ISSN : 0259-0069



Limited research has been conducted on the integration of the communication profession. The successful integration of the different fields of the communication disciplines as well as the functional levels of each, are determined by, firstly, the theoretical underpinnings of the profession and secondly, the range of viewpoints on these levels that exist in the industry. Based on this, a pilot study was conducted to determine how the theoretical differentiation of the different fields in the communication profession relates to the demands of the practical environment. This research was set against a combination of a theory-based and practical analysis of the different fields and functional levels of the communication profession in the industry. This article is divided into four main sections that provide an overview of this research and the results. The first section presents a brief literature review of the differentiation of the communication profession into different fields. The second section proposes a theoretical basis for the study of the fields of the communication profession. The third section contains the actual research in terms of a qualitative content analysis of recruitment advertisements for communication professionals in selected newspapers and online media. The fourth section provides an analysis and presentation of the results of the study and proposes an integrated approach in terms of the fields and functional levels of the communication profession.

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