Communication management research in South Africa : an exploratory study of the current state of affairs

Abstract

Since the notion of strategic communication management 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. 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.