dc.contributor.author |
Steyn, Benita
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dc.contributor.author |
Nunes, Monica
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dc.date.accessioned |
2008-05-23T09:06:44Z |
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dc.date.available |
2008-05-23T09:06:44Z |
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dc.date.issued |
2001 |
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dc.description.abstract |
The objective of this qualitative pilot study was to develop a model to be used by a development agency in formulating communication strategy for community development, providing direction to development communication (DC) specialists/facilitators to play a more strategic role in the development process. Based on the findings of a literature study on communication strategy for development, as well as a case study on The Heifer Project - South Africa, the researchers suggest that an existing model for developing corporate communication strategy (Steyn 2000a) can be used for this purpose.
A major insight that emerged from the study was that the existing model for developing corporate communication strategy might also be applied in another context (with slight adaptations in terminology), namely to formulate 'corporate' communication strategy for the community/action group involved in the development project - more aptly to be called 'development' communication strategy. Such a strategy would make the participatory approach to development, and especially the participatory communication approach, even more 'participatory', since the strategic information on issues and stakeholders will be provided by the community and its designated communicator(s) themselves.
AFRIKAANS: Die doelwit van hierdie kwalitatiewe loodsstudie was om 'n
model te ontwikkel wat deur 'n ontwikkelingsagentskap
gebruik kan word om kommunikasiestrategie vir gemeenskapsontwikkeling
te formuleer, en daardeur rigting te gee
aan ontwikkelingskommunikasiespesialiste/-fasiliteerders
om 'n meer strategiese rol in die ontwikkelingsproses te
speel. Gebaseer op die bevindings van 'n literatuurstudie
oor kommunikasiestrategie vir ontwikkeling, sowel as 'n
gevallestudie oor Heifer Projek - Suid-Afrika, stel die
navorsers voor dat 'n bestaande model vir die ontwikkeling
van korporatiewe kommunikasiestrategie (Steyn 2000a) vir
hierdie doel gebruik kan word.
'n Belangrike insig wat deur die studie na vore gekom
het, is dat die bestaande model vir die ontwikkeling van
korporatiewe kommunikasiestrategie ook moontlik in 'n
under konteks toegepas kan word (met geringe aanpassings
in terminologie), naamlik om 'korporatiewe' kommunikasiestrategie
vir die gemeenskap/aksiegroep betrokke in
die ontwikkelingsprojek te ontwikkel - wat meer gepas
'ontwikkelingskommunikasie '-strategic genoem kan word.
So 'n strategic sou die deelnemende benadering tot
ontwikkeling, en veral die deelnemende kommunikasiebenadering,
nog meer 'deelnemend' maak, aangesien die
strategiese inligting oor vraagstukke en belangegroepe
deur die gemeenskap en sy aangewese kommunikator(s) self
voorsien sal word. |
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dc.format.extent |
499470 bytes |
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dc.format.mimetype |
application/pdf |
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dc.identifier.citation |
Steyn, B & Nunes, M 2001, 'Communication strategy for community development: a case study of the Heifer project - South Africa', Communicatio: South African Journal of Communication Theory and Research / Communicatio: Suid-Afrikaanse Tydskrif vir Kommunikasieteorie en -navorsing, vol. 27, no. 2, pp. 29-48. [http://www.informaworld.com/RCSA or http://www.journals.co.za/ej/ejour_commu.html] |
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dc.identifier.issn |
0250-0167 |
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dc.identifier.other |
10.1080/02500160108537904 |
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dc.identifier.uri |
http://hdl.handle.net/2263/5483 |
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dc.language.iso |
en |
en |
dc.publisher |
Unisa Press and Taylor & Francis |
en |
dc.rights |
Unisa Press and Taylor & Francis |
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dc.subject |
Communication strategies |
en |
dc.subject |
Community development |
en |
dc.subject |
Development process |
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dc.subject |
Heifer Project (South Africa) |
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dc.subject |
Communication specialists |
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dc.subject |
Communication facilitators |
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dc.subject |
Communication development |
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dc.subject |
Case studies |
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dc.subject |
Communication |
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dc.subject.lcsh |
Communication -- South Africa |
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dc.subject.lcsh |
Community development -- South Africa |
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dc.title |
Communication strategy for community development : a case study of the Heifer project - South Africa |
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dc.type |
Postprint Article |
en |