Vol 28, No 2 (2009)

This paper examines how the social constructions of the notion of “being faithful” influenced
university students’ responses to messages encouraging partner fidelity, and their sexual practices
especially with regard to concurrent and multiple sexual relationships. The discussions are based
on the results of a PhD study conducted at three universities in KwaZulu-Natal to explore students’
responses to communication and media strategies relating to the prevention of infection with HIV
through abstinence, being faithful to one partner and the correct and consistent use of condoms.
Study findings show that a significantly high proportion (39.0%) of the study participants who
indicated having had sex in the previous 12 months had more than one sexual partner in the same
period. Close to half (48.5%) of the currently sexually active students had more than one sexual
partner. The study further established that the socially constructed meaning of “being faithful”, as
a commitment towards matrimonial relationship, mainly influenced individual’s engagement in
multiple and concurrent sexual relationships. The study points out the need for the development
of social communication programmes so as to generate spaces within which socially created
meanings, beliefs and values can be renegotiated.

Baudrillard’s concepts of simulacra, simulation and hyperreality were assessed in relation to
dominant themes and subthemes contained in the photographic images of Time magazine’s 9/11
special edition by means of a qualitative thematic content analysis. This event was selected
based both on its becoming an ‘absolute event’ and on the resultant representation of said events
via images. As such, visuals, because they contextually reflect a situation, play a powerful role in
the representation of major world events. This is particularly true of photographs.

Fibonacci was a renowned scientific explorer. It is widely documented that the famous Fibonacci
numbering sequence is found in several spheres of life. To date, this phenomenon has not been
discussed within a communication context. However, a literature review done to explore the
different functional fields of organisational communication within an integrated communication
ideology, has brought to light that the Fibonacci phenomenon might also have relevance in the
field of communication. In this article communication - as foundation of modern organisations
- is explored from a systems perspective. The position of each of the different functional areas
of organisational communication in an organisation practising integrated communication is
demonstrated and the resemblance between this demonstration and the Fibonacci swirl is
highlighted.

This study explored the status of corporate communication in selected South African companies.
The main purpose of the study was to determine the levels of corporate communication knowledge
and practical abilities of top corporate communication professionals. The research design adopted
was a mixed method approach utilising a sequential transformatory model. The sample, selected
through purposive and convenience sampling, consisted of twenty-six professionals drawn from
a wide range of businesses and sectors in South Africa.
The study indicates that corporate communication professionals deal with stakeholder-relationship
management and perceive their roles as being strategic, then managerial, and lastly technical
in nature, which is however often not practically applied. Furthermore, the study alludes to the
fact that the corporate communication professionals concerned had a basic understanding of
the strategic issues where the strategic implications of issues of publicity, company image and
reputation were seemingly grasped by professionals. This highlights the need for continuous
training in corporate communication - particularly at the strategic level- although it is apparent
that corporate communication professionals need to be schooled continuously in a fundamental
understanding and analysis of power relations, ranging from the most basic interpersonal levels
to the socio-political contexts. Such training may allude to how these contexts, these relations,
affect the way in which practitioners put it into practice. The study forms part of an international
benchmarking survey that aims to contribute to a better understanding of corporate communication
best practices worldwide.

The article reports on the usage, benefits and challenges posed by Web-based technologies to
civil servants in Zululand District Municipality. Many countries have invested in information and
communication technologies (ICTs) as a means of pursuing their organisational goals. This article
is informed by the diffusion of innovation theory. Through a survey, key government departments
in the Zululand District Municipality were sampled employing systematic and purposive sampling
techniques. Questionnaires were administered to 52 civil servants. Fifty responses were received,
which translates to an overall response rate of 96%. The findings reveal that while various Webbased technologies are available in all participating government departments in this survey,
the numerous challenges identified indicate that utilisation is still a problem. Yet despite these
drawbacks, the respondents expressed great eagerness to enhance their ICT skills in order to use
Web-based technologies for their own empowerment and also for work productivity. Despite the
constraints and challenges encountered in the application and use of Web-based technologies in
these government departments, a wide range of Web-based technologies have been adopted to
facilitate the exchange of information in the sector.