Strategic communication is a pre-requisite for the achievement of organisational goals, and an effective strategic communication plan is vital for organisational success. However, systems and models dominant in the West may not necessarily be best suited for the sub-Saharan Africa reality, where many organisations lack adequate financial resources to develop and implement an effective strategic communication plan.
This book examines current practices in sub-Saharan Africa, as well as the challenges faced and the intersection with culture. It packages inspiring debates, experiences and insights relating to strategic communication in all types of institutions, including private and public sector organisations, governmental organisations and NGOs, political parties as well as social movements in the sub-Saharan context. It explores how culture is integral to the attainment of strategic communication goals, and diverse case studies across socio-economic contexts offer insights into the successes of organisations across Africa, including Zimbabwe, Tanzania, Lesotho and Nigeria.
This unique edited collection is a valuable resource for worldwide scholars, researchers and students of strategic communication and organisational studies, as well as related fields including public relations, advertising, political and health communication and international studies.
This book examines current practices in sub-Saharan Africa, as well as the challenges faced and the intersection with culture.
1 Introduction: conceptualising strategic communication in sub-Saharan
Africa Isaac Mhute, Hugh Mangeya and Ernest Jakaza. 2 Strategic
communication: can African indigenous popular music come to play? Israel
Ayinla Fadipe and Abiodun Salawu. 3 Keep speaking vernacular: Yoruba
language as a strategic communication tool for consumers gaining and sales
promotion in streets adverts of product and services in Ibadan metropolis,
Nigeria. Adeola Obafemi Mobolaji. 4 Iconic animals and Basothos identities:
the relational image of a people in selected epitaphs Taofik Olasunkanmi
Adesanmi . 5 The narrative as an organisations DNA in strategic
communication: the case of Matonjeni Hugh Mangeya. 6 Introducing the
stakeholder-oriented strategic communicative control approach Mkhululi Hondo
and Ernest Jakaza. 7 Sexually suggestive content in advertising: a multimodal
social semiotic analysis of Mambos Chicken advertisements on Twitter
Tambawoga C. Muchena. 8 The relationship between social media and social
capital: a case of Seed Co Limited, Zimbabwe Lovemore Mutonga and Patrick
Mutandwa. 9 Pursuing knowledge translation: the missing link in knowledge
economies of developing countries Umali Saidi, Hazel T. Ngoshi and Bhekinkosi
Ndlovu. 10 Strategic communication in sub-Saharan Africa: reappraisal of John
Marstons RACE Model of the public relations process Kingsley Chukwuemeka
Izuogu, Onyekwere Okpara and Dennis Ugochukwu Omeonu. 11 A socio-cultural
approach to corporate reputation management: a case of Clicks
Pharmaceuticals, South Africa Caroline Makoni. 12 Research for strategic
communication as a vehicle for reputation management: a case of Mugabes
ZANU-PF Isaac Mhute. 13 Discontinuance discourses as an organisations
strategic communication: a case of ZANU-PF Ernest Jakaza. 14 Is social media
a solution to limited media space? Communicating alternative politics in
Tanzania Festo Mulinda. 15 A critical discourse analysis of media landscape
and political conflict in Zimbabwe from 2000 to the Mnangagwa era Esther
Mavengano and Tobias Marevesa. 16 Conclusion: strategic communication in
sub-Saharan Africa and its futures Ernest Jakaza, Isaac Mhute and Hugh Mangeya
Hugh Mangeya is a Lecturer in the Department of English and Communication at Midlands State University, Zimbabwe. He is the Editor of The Dyke (Journal of the Midlands State University). His major research interests lie in alternative mediation with a specific focus on how citizens in Zimbabwe have appropriated graffiti and the social media as mediascapes for speaking back to power. He has published a number of journal articles and book chapters with accredited publishers.
Isaac Mhute is an Associate Professor in Midlands State Universitys Department of English and Communication. He is a Doctor of Literature and Philosophy in African Linguistics graduate (University of South Africa). His research interests mainly lie in language policy and development, syntax, onomastics as well as language and communication issues in education, among others. He is chief examiner for language and literature in an international examining board, professional editor and translator/back translator (English and Shona).
Ernest Jakaza is a Senior Lecturer in the Department of English and Communication at Midlands State University, Zimbabwe. He has published an edited book, a number of book chapters and journal articles with accredited publishers. His research interests include discourse analysis, political discourse, argumentation and appraisal discourse.
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