The development of communication technology has also created new structures, able to challenge the traditional power roles of the communicative process. Social media have become a fruitful arena of this change due to their users having the possibility to respond to the producers’ messages. Thus, the traditional lineal structure turns to an interactional one and consequently, the lines become blurred between the roles of the dominant and dominated as assumed by the senders/producers and the receivers respectively. Controversial issues shed light on this ‘battle for power’, such as the sustainability actions and reporting of Zara and H&M. These companies are the leaders of the fast fashion industry; one of the most ‘unsustainable’ fields. Through a critical discourse analysis of the posts that the companies launch on their Facebook-sponsored accounts as well as the comments related to sustainability that they obtain from their users, the communicative process occurring in social media can be assessed. The aim of this analysis is to provide an insight into how the communicative process between sender and receiver in social media creates public opinion and affects the development of sustainability discourse. It has been shown that users have found in social media a powerful tool to challenge the companies’ power: they can comment on the informative product in question. Also the users have taken the sustainability discourse as the required ‘object’ when questioning a product’s reliability. The latter is in some way another means with which to challenge the companies’ power.

This paper attempts to isolate some implications for secondary and adult education emerging from an exploratory study of perceived effective interactional communication in a religious organisation. Leaders of the local parishes of the Catholic Church in Australia are in the process of moving from the traditional basic communication structure of an hierarchical model to the lateral and collaborative interaction of a more participative model of management. This descriptive study records the perceptions of a sample of parish workers in the Church throughout Australia as they describe some of the problems they experienced in communication processes and attempted to identify the reason why these problems emerged. In doing so, they also identified the more effective communication processes emerging in this new form of pastoral ministry. They listed a number of attitudes which they believed would lead to greater communication effectiveness and without which genuine constructive communication usually does not take place (Carl Rogers 1957 in Bolton, 1983 p. 259). The media and written communication are not explored, except in their relation to effective meeting procedures. Verbal and non-verbal communication amongst people interacting with one another in the interpersonal organisational setting is the focus of this work. The findings of this study point in the short term, to the need for empowering people engaged in pastoral work with the necessary skills of effective communication processes. In the long term, the paper proposes the need for continuing educational emphasis on communication skills especially in secondary schools when students move towards a more personalised form of self-assertion.