n Communicatio : South African Journal of Communication Theory and Research - www.com@org - into the age of communication

Volume 27, Issue 1
  • ISSN : 0250-0167



In this 21st century, humanity finds itself 'midstride between an old and new era, and we have not yet found our way. We know the old no longer works, yet the new is not yet formed clearly enough to believe. We are developing a new story and in the process of altering much of what we think, feel and do.' (Nicoll in Parker, 1998:1). We are experiencing what Zohar (1997:24) refers to as a paradigm paradox - needing our paradigms to make sense of the world, yet becoming trapped or constrained within the boundaries of our thinking and how it informs behaviour within these boundaries. The swift movement of technology, the mobility of organisations and people in the global world, the competition for markets and customers, have all combined to ensure that the stable and developed world, modern economics has known, is forever gone (D'Aprix, 1994:14). According to Merry (1999:b) organisations must survive in a world of accelerated change, in an intertwined global village, powered by breakthroughs in technology. Sustainability has become an essential feature of adaptive corporations because of the complexity, instability and uncertainty of times. Gouillart and Kelly (1995:4) argue that the Communication Revolution not only forms the basis of this new business model, which necessitates the ability to manage the flow of information, but is in actual fact the facilitator of a fundamental social and business influence. An unstoppable trend towards connectivity. These authors argue that the entire history of civilisation and therefore of business, is one of increased connectivity. As the trends towards connectivity continues, the role of corporations within society must change.

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