Information campaigns and local authorities: a DSC case study

a DSC case study

Share:

How to Cite

Information campaigns and local authorities: a DSC case study. (2022). Communicare: Journal for Communication Studies in Africa, 17(1), 143-159. https://doi.org/10.36615/jcsa.v17i1.1887
  • Articles
  • Submited: November 1, 2022
  • Published: November 3, 2022

Abstract

The new constitution links the duties of local governments to development,
implying that the financial dilemma of local authorities caused by the
culture of non~payment for municipal services, should be seen in the light
of the deve/opment~rientated situation in South Africa. As the failures of
the authoritarian top-down development approach became evident, it is not
'8 solution to remove the electricity cables of non-payers, neither is it a
solution to modify behaviour only. The motivation behind a campaign
aiming at correcting the situation should focus on the capacity building in
the community, which is in line with participatory development and DSC
thinking. This can only be· done in a participatory situation, where
information is released about the operations of the local authority, and the
community is educated about the functions and processes taking place in
the local authority. In a workshop situation, the needs of the community
should be prioritised, in order to address those needs. It is believed that by
understanding the various functions and operations of the local authority,
attitudes of the community will change towards the local authority, and that
such change might lead to a change in the culture of non~payment.

References

  1. Bovee, C.L., Thill, J.v., Dovel, G.P. & Wood, M.B. 1995. Advertising excellence. New York: McGraw-Hili.
  2. Burger, K.M. 1995. Report on the Masokhone 1 roadshow held at KwaDiye Store in Esikhawini. KwaDlangezwa: University of Zulu land.
  3. Burger, K.M. 1996. Participatory small group communication as medium for information campaigns in Zululand. Paper presented at the InternationaI Symposium: Culture, Communication and Development, held at the HSRC, Pretoria (South Africa), 29-31 August.
  4. Coldevin, G. 1991. Perspectives on communication for rural development. In Boafo, S.T.K. ed. Module on development communication 1. Nairobi: African Council for Communication Education.
  5. Dalrymple, L. 1996. The use of traditional cultural forms in community education. Paper presented at the International Symposium: Culture, Communication and Development, held at the HSRC, Pretoria (South Africa), 29-31 August.
  6. DeFleur, M.L. & Ball-Rokeach, S.J. 1989. Theories of mass communication. New York: Longman.
  7. Du Plooy, G.M. 1995. Measurement in communication research. In Do Plooy, G. M. ed. Communication research. Cape Town: Juta.
  8. Ekwueme, L. 1992. Music, the arts, and communication in Africa In Nwuneli, O. and Osiako, J. M. eds. Use of folk media in population communication in Africa. Monograph 6. Nairobi: UNESCO-UNFP A Population Communication Project.
  9. Green, N. & Lascaris, R. 1990. Communication in the Third World. Cape Town: Tafelberg.
  10. Kakan, C.A., Nturibi, D. & Kinyua, M. 1988. The use of folk media for community motivation. A process tuId experience in the promotion of family planning and health. Nairobi: Family Planning Private Sector Programme.
  11. Kerr, D. 1996. Cultural engineering and development. Paper presented at the International Symposium: Culture, Communication and Development, held at the HSRC, Pretoria (South Africa), 29-31 August
  12. Kotler, P. & Zaltman, G. 1971. Social Marketing: an approach to planned social change. Journal of marketing, 25:3-12, July. https://doi.org/10.1177/002224297103500302 DOI: https://doi.org/10.1177/002224297103500302
  13. Langa, Z. & Conradie, P. 1996. Using interactive electronic media in community centres: a pilot study. Paper presented at the International Symposium: Culture, Communication and Development, held at the HSRC, Pretoria (South Africa), 29-3 I August
  14. Malan, C. 1996. Towards a research framework for development support communication within a multicultural context. Ekus: Working Papers Series. Development Support Communication (DESCOM) Position Paper No I. Pretoria: HSRC.
  15. Masakhane National Workshop. 1997. Giving the Masakhane campaign a new impetus. Draft discussion document. Held on 25-26 July at the World Trade Centre.
  16. Melkote, S.R. 1991. Communication for development in the Third World. Theory and Practice. Sage: New Delhi.
  17. Mersham, G.M. & Hooyberg, v. 1996. Community radio: the case of Reach Out Radio in KwaZulu-Natal. Communicatio, 22(1): 18-26. https://doi.org/10.1080/02500169608537785 DOI: https://doi.org/10.1080/02500169608537785
  18. Mersham, G.M., Rensburg, R.S. & Skinner, J .C. 1995. Public relations, development and social investment: A Southern African perspective. Pretoria: Van Schaik.
  19. Moemeka, A.A. 1991. Perspectives on development communication. In Boafo, S.T.K. ed. Module on development communication 1. Nairobi: African Council for Communication Education.
  20. Mowlana, H. & Wilson, L.J. 1990. Thepassing of modernity: communication and the transformation of society. New York: Longman.
  21. Pitout, M. 1995. Field research in communication. In Du Plooy, G. M. ed. Communication research. Cape Town: Jula.
  22. Rensburg, R. & Angelopulo, G.c. 1996. Effective communication campaigns. Johannesburg: International Thomson Publishing (Southern Africa).
  23. Sinclair, R. & Barenblatt, M. 1990. The South African advertising book: make the other hallwork too. 3rd ed. Halfway House: Southern.
  24. South Africa. 1996. The Constitution of the Republic of South Africa. Act 108 of 1996, as adopted on 8 May 1996 and amended on II October 1996 by the Constitutional Assembly.
  25. Swanepoel, H. & De Beer, F. (eds.) 1997. Introduction to Development Studies. Johannesburg: International Thompson Publishing (Southern Africa).
  26. Tubbs, S. L. & Moss, S. 1983. Human communication. 4th ed. New York: Random House.
  27. Williams, F. 1989. (2nd ed.) The new communications. Belmont, Calif.: Wadsworth.
  28. Wimmer, R.D. & Dominick, l.R. 1983. Mass media research: an introduction. Belmont, Calif.: Wadsworth.
How to Cite
Information campaigns and local authorities: a DSC case study. (2022). Communicare: Journal for Communication Studies in Africa, 17(1), 143-159. https://doi.org/10.36615/jcsa.v17i1.1887

Send mail to Author


Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
  • Clarivate