Thesis (MPhil (Information Science))--University of Stellenbosch, 2006. / ENGLISH ABSTRACT: Rural communities depend on the use of natural resources surrounding them for their daily livelihoods. These communities have in the past lived off these resources amid the day-to-day natural threats that pose a threat to their environmental resources. These communities depend on tending the land and rearing livestock to provide for their day-to-day needs. The only period when these communities decide to sell what they have produced is when they have unexpected surpluses that were neither planned for and these are normally sold to derive extra income. Given the total dependence on the use of their natural resources as a means of their survival one would expect this group to be provided with relevant information and be kept abreast of developments in the sector to enable them to produce better and derive surpluses that will generate extra income. This is unfortunately not the prevailing arrangement, very often these communities are left on their own to fend for themselves using knowledge and practical experience that has been gained over the years. In other instances the nature of the information provided is in most cases such that it does not lend itself for easy use by a person who is either semi-literate or illiterate. For those who can read the information it is not always forthcoming or does not deal with the relevant local issues, and lack of supportive infrastructure also adds to the farmers ailing conditions. The kind of agricultural research as well as extension services provided to these farming communities is still lagging behind due to a number of factors, these include: poor interaction with the farmers in an effort to identify and prioritize their needs, high level of illiteracy, insufficient resources, low levels of income and a host of other related problems. Adomi et.al. (2003), in their study on crop farmers’ access to agricultural information in rural areas of Delta State Nigeria, also stress the importance of farmers having access to agricultural information if their agricultural efforts are to succeed. They further emphasize that farmers need to share knowledge and experience with farmers who operate under similar conditions, this will enable them to adapt and replicate experiences learnt from other farmers. Most importantly farmers need to be provided with information on access to credit and information from research institutions. The paper intends to look at challenges facing small-scale farmers in as far as information dissemination is concerned, appropriate techniques that can be applied to overcome these challenges and use lessons that have proved to work for countries operating under similar conditions. It is important to remember that farmers irrespective of their scale of operation, are managers in their own right, they are constantly facing challenges, are forced to make choices and decisions that will determine the future of their farming enterprise in the cut-throat competitive environment. The livelihoods of their families depend on these very decisions. Therefore providing timely, accurate, reliable and user-friendly information at affordable prices is their only hope for survival in the present free- market economy.

The main research of the study was: How is integrated communication applied in the UKZN AIDS Programme at Westville Campus? The following six subsidiary research questions were formulated to address this topic:  How is communication aligned with the strategic focus in the UKZN AIDS Programme?  How consistent are messages and media used in and outside the UKZN AIDS Programme?  What is the status of infrastructure for integration within the UKZN AIDS Programme?  What is the status of internal stakeholder orientation and differentiation in the UKZN AIDS Programme?  What are the mechanisms put in place to coordinate communication efforts and action within the UKZN AIDS Programme?  What is the status of free flow of information within the UKZN AIDS Programme? A qualitative research design was conducted using field and survey research. These two research methods may be used for descriptive, exploratory, and explanatory research (Mouton 1996:232). Descriptive and exploratory field and survey research were used to ascertain the integrated communication applied in the UKZN AIDS Programme. Data was collected from sixteen UKZN AIDS Programme employees and eight students using semi-structured focus group and in-depth interviews respectively. Data collected was analysed using thematic analysis a technique that involves identifying, analysing and reporting in detail patterns or themes within data.The study found that the UKZN AIDS Programme focuses mostly on the University as its main stakeholder. Therefore, there is little emphasis on employees and students. Besides, the study revealed that there is poor alignment of the programme’s communication strategy with the programme’s strategy. To achieve the UKZN AIDS Programmes’ strategic objectives and mission, there is need to reassess the efforts of the programme and re-strategise. Findings on the consistency of messages and media in the UKZN AIDS Programme reveal that all communications are managed by senior employees and consistent in terms of programme identity by using the university identity, and website messages. The status of the consistency of messages and media in the programme can be improved if a comprehensive approach can be used in communicating internal messages. Findings on the consistency of messages and media in external communication show that the programme tries to communicate different prevention messages using channels favoured by students. However, channels such as drama and peer educators have weaknesses that need to be addressed in addition to employing diverse communication channels. Findings show that some of the messages communicated are relevant in the sense that they address students’ sexual risk behaviour while others are not as they are off tangent such that they address issues students are not concerned about. In addition, findings show that peer educators were not exemplary in their work while drama programmes did not allow students to actively participate in the prevention activities. On infrastructure for integration, the study found that there is infrastructure and several prospects for information sharing in the programme created by information technology though not fully explored. With regards the free flow and sharing of information, the study established that the required systems for communication exist but not adequately utilised. Findings on the co-ordination of communication efforts and actions to promote integrated communication show flaws. Departments in the programme function in silos due to lack of cross-functional planning. The integrated communication conceptual framework used in the study was useful in making the study successfully ascertain integrated communication applied by the UKZN AIDS Programme. The conceptual framework can therefore be used to underpin any research topic on health integrated communication. / Communication Science / MA (Communication) / 1 online resource (v, 222 leaves)

The main research of the study was: How is integrated communication applied in the UKZN AIDS Programme at Westville Campus? The following six subsidiary research questions were formulated to address this topic:  How is communication aligned with the strategic focus in the UKZN AIDS Programme?  How consistent are messages and media used in and outside the UKZN AIDS Programme?  What is the status of infrastructure for integration within the UKZN AIDS Programme?  What is the status of internal stakeholder orientation and differentiation in the UKZN AIDS Programme?  What are the mechanisms put in place to coordinate communication efforts and action within the UKZN AIDS Programme?  What is the status of free flow of information within the UKZN AIDS Programme? A qualitative research design was conducted using field and survey research. These two research methods may be used for descriptive, exploratory, and explanatory research (Mouton 1996:232). Descriptive and exploratory field and survey research were used to ascertain the integrated communication applied in the UKZN AIDS Programme. Data was collected from sixteen UKZN AIDS Programme employees and eight students using semi-structured focus group and in-depth interviews respectively. Data collected was analysed using thematic analysis a technique that involves identifying, analysing and reporting in detail patterns or themes within data.The study found that the UKZN AIDS Programme focuses mostly on the University as its main stakeholder. Therefore, there is little emphasis on employees and students. Besides, the study revealed that there is poor alignment of the programme’s communication strategy with the programme’s strategy. To achieve the UKZN AIDS Programmes’ strategic objectives and mission, there is need to reassess the efforts of the programme and re-strategise. Findings on the consistency of messages and media in the UKZN AIDS Programme reveal that all communications are managed by senior employees and consistent in terms of programme identity by using the university identity, and website messages. The status of the consistency of messages and media in the programme can be improved if a comprehensive approach can be used in communicating internal messages. Findings on the consistency of messages and media in external communication show that the programme tries to communicate different prevention messages using channels favoured by students. However, channels such as drama and peer educators have weaknesses that need to be addressed in addition to employing diverse communication channels. Findings show that some of the messages communicated are relevant in the sense that they address students’ sexual risk behaviour while others are not as they are off tangent such that they address issues students are not concerned about. In addition, findings show that peer educators were not exemplary in their work while drama programmes did not allow students to actively participate in the prevention activities. On infrastructure for integration, the study found that there is infrastructure and several prospects for information sharing in the programme created by information technology though not fully explored. With regards the free flow and sharing of information, the study established that the required systems for communication exist but not adequately utilised. Findings on the co-ordination of communication efforts and actions to promote integrated communication show flaws. Departments in the programme function in silos due to lack of cross-functional planning. The integrated communication conceptual framework used in the study was useful in making the study successfully ascertain integrated communication applied by the UKZN AIDS Programme. The conceptual framework can therefore be used to underpin any research topic on health integrated communication. / Communication Science / MA (Communication) / 1 online resource (v, 222 leaves)

The study was an evaluation of organisational communication and its integration within the Msunduzi Local Authority. The purpose was firstly to explore and describe the state of communication in the organisation, and secondly to measure the level of communication integration within the organisation. The qualitative content analysis and individual semi-structured interviews were the suitable data collection techniques for the study. The data was analysed through a thematic analysis, a technique that involves identifying, analysing and reporting in detail patterns or themes within data. The study found that organisational communication at Msunduzi Local Authority was one sided and top down; which indicated that there was little emphasis on feedback from employees. The study revealed that there were more external communication messages than internal, to an extent that the internal stakeholders depended on external media to learn about their organisation. Findings on the consistency of messages revealed that all communications are managed by senior employees within their respective departments and sections; the status of the consistency of messages can be improved if a comprehensive approach can be adopted in communicating internal messages in addition to employing diverse communication channels. On infrastructure for integration, the study found that there is infrastructure and several prospects for information sharing in the organisation created by information communication and technology though not fully explored. With regards to the free flow and sharing of information, the study established that the required systems for communication exist but not adequately utilised. Findings on the co-ordination of communication efforts and actions to promote integrated communication showed flaws. It also appeared that the departments in the organisation function in silos due to lack of cross-functional planning. / Communication Science / M.A. (Communication)