This research project was carried out in Winnipeg Manitoba between October, 1970 and April, 1971. It is an exploratory study in which the authors used the concepts of complementary and symmetrical communication to code family interaction. Of the twenty-two families who were contacted through the Psychiatric Out-Patient Department of the Winnipeg General Hospital, nine consented to take part in the study. Complementary and symmetrical communication interaction elicited by a structured interview was tape recorded and coded for the two concepts. The results were correlated with the descriptions of the patient's behavior as recorded on the hospital charts. It was found that family interaction could be coded as symmetrical or complementary and that there was some relationship between communication patterns, descriptions of behaviour and the spouse who was labeled as the identified patient.

Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2007.

The rapid changes in the world of online technology during the last two decades brought along new challenges and opportunities for public relations practitioners. Literature has proven that the interactive capabilities of web-based technology have the possibility to build and maintain relationships with stakeholders and create two-way symmetrical communication opportunities. One such technology is an intranet, which could have an immense impact on an organisation's internal communication environment. If managed and applied correctly the intranet has the possibility to build two-way symmetrical relationships with an organisation's internal stakeholders - often described as one of the organisation's most strategic stakeholder groups. In this applied research study, the contribution of an international mining organisation's intranet to internal two-way symmetrical communication was explored and described. An extensive literature study was conducted to determine how an intranet could contribute theoretically to two-way symmetrical communication. The empirical findings were obtained by means of two main research methods: a qualitative content analysis and semi-structured interviews with middle management employees. The content analysis described how the basic principles of two-way symmetrical communication were applied on the Lonmin Platinum intranet. The semistructured interviews with middle management explored and described how they perceived and used the intranet with regard to two-way symmetrical communication. It was concluded that the Lonmin intranet did not contribute to two-way symmetrical communication. A critical conclusion is that an intranet as a mediated communication medium could not contribute to two-way symmetrical communication if the internal communication climate does not facilitate the specific values related to the Excellence Theory and two-way symmetrical communication principles. Another conclusion is that Lonmin's intranet was too technologically focussed. There was no management of strategic communication or ownership, and as a result the intranet did not contribute to two-way symmetrical communication in the organisation. It is suggested that future studies describe the contribution of the Lonmin intranet to two-way symmetrical communication after the communication department had commenced with strategic intranet management. The relation between the contribution of the intranet to two-way symmetrical communication in the organisation and the general communication climate could also be explored in future research studies. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2007.

The rapid changes in the world of online technology during the last two decades brought along new challenges and opportunities for public relations practitioners. Literature has proven that the interactive capabilities of web-based technology have the possibility to build and maintain relationships with stakeholders and create two-way symmetrical communication opportunities. One such technology is an intranet, which could have an immense impact on an organisation's internal communication environment. If managed and applied correctly the intranet has the possibility to build two-way symmetrical relationships with an organisation's internal stakeholders - often described as one of the organisation's most strategic stakeholder groups. In this applied research study, the contribution of an international mining organisation's intranet to internal two-way symmetrical communication was explored and described. An extensive literature study was conducted to determine how an intranet could contribute theoretically to two-way symmetrical communication. The empirical findings were obtained by means of two main research methods: a qualitative content analysis and semi-structured interviews with middle management employees. The content analysis described how the basic principles of two-way symmetrical communication were applied on the Lonmin Platinum intranet. The semistructured interviews with middle management explored and described how they perceived and used the intranet with regard to two-way symmetrical communication. It was concluded that the Lonmin intranet did not contribute to two-way symmetrical communication. A critical conclusion is that an intranet as a mediated communication medium could not contribute to two-way symmetrical communication if the internal communication climate does not facilitate the specific values related to the Excellence Theory and two-way symmetrical communication principles. Another conclusion is that Lonmin's intranet was too technologically focussed. There was no management of strategic communication or ownership, and as a result the intranet did not contribute to two-way symmetrical communication in the organisation. It is suggested that future studies describe the contribution of the Lonmin intranet to two-way symmetrical communication after the communication department had commenced with strategic intranet management. The relation between the contribution of the intranet to two-way symmetrical communication in the organisation and the general communication climate could also be explored in future research studies. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2007.

Although companies and organisations worldwide publish in-house journals, there is no comprehensive theory (including technical and normative dimensions) available on this important public relations instrument. In particular, no research is available on what the characteristics of excellent South African in-house journals are or ought to be. In this study a number of dimensions are thus introduced in order to help create a comprehensive framework for analysing in-house journals, in particular South Africa’s leading in-house journals. Firstly, James Grunig’s excellence in public relations theory (published in 1992), which incorporates the concept of two-way symmetrical communication (which in turn is informed by a “symmetric” world view), is put forward as basic point of departure. Secondly, a set of technical criteria for excellent in-house journals gleaned from a wide range of sources, is compiled. Furthermore, the internal and external environments in which South African in-house journals function are identified. The role of other new media (such as e-mail, intranet, television and radio) is also taken into account. Five leading South African in-house journals are then analysed and the views of editors reflected. It was found that Abacus (Absa Bank), Harmonise (Harmony Gold Mining Company), Hello the future (MTN), Pick ’n Patter (Pick ’n Pay) and Sandaba (Sanlam) all measured up well against the theoretical statements flowing from the said theoretical points of departure. However, the analysis did also bring to the fore deviations from the said statements which give new insight into what is required to publish an excellent in-house journal. In conclusion, the criteria are evaluated against some of the more detailed findings of the analysis and adapted to create a set of theoretically based guidelines that can be used by South African companies, focusing inter alia on how the unique character and environment of a company influence its internal communication, to create excellent in-house journals. In final analysis, it is argued that all factors, starting with the philosophical points of departure informing communication strategies, management’s attitude toward internal communication, organisation culture, the socio-political environment in which in-house journals function as well as the technical aspects of these publications, need to be considered when formulating criteria for “excellent” in-house journalism. This study thus endeavours to contribute to the professional integrity of public relations in a sea of asymmetric, marketing-driven internal communication. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2006.

Although companies and organisations worldwide publish in-house journals, there is no comprehensive theory (including technical and normative dimensions) available on this important public relations instrument. In particular, no research is available on what the characteristics of excellent South African in-house journals are or ought to be. In this study a number of dimensions are thus introduced in order to help create a comprehensive framework for analysing in-house journals, in particular South Africa’s leading in-house journals. Firstly, James Grunig’s excellence in public relations theory (published in 1992), which incorporates the concept of two-way symmetrical communication (which in turn is informed by a “symmetric” world view), is put forward as basic point of departure. Secondly, a set of technical criteria for excellent in-house journals gleaned from a wide range of sources, is compiled. Furthermore, the internal and external environments in which South African in-house journals function are identified. The role of other new media (such as e-mail, intranet, television and radio) is also taken into account. Five leading South African in-house journals are then analysed and the views of editors reflected. It was found that Abacus (Absa Bank), Harmonise (Harmony Gold Mining Company), Hello the future (MTN), Pick ’n Patter (Pick ’n Pay) and Sandaba (Sanlam) all measured up well against the theoretical statements flowing from the said theoretical points of departure. However, the analysis did also bring to the fore deviations from the said statements which give new insight into what is required to publish an excellent in-house journal. In conclusion, the criteria are evaluated against some of the more detailed findings of the analysis and adapted to create a set of theoretically based guidelines that can be used by South African companies, focusing inter alia on how the unique character and environment of a company influence its internal communication, to create excellent in-house journals. In final analysis, it is argued that all factors, starting with the philosophical points of departure informing communication strategies, management’s attitude toward internal communication, organisation culture, the socio-political environment in which in-house journals function as well as the technical aspects of these publications, need to be considered when formulating criteria for “excellent” in-house journalism. This study thus endeavours to contribute to the professional integrity of public relations in a sea of asymmetric, marketing-driven internal communication. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2006.

loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media. However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community. The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards. This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience. The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site. Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media. However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community. The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards. This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience. The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site. Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

Twitter has become a foremost public relations tool due to its capacity to facilitate two-way communication; however research suggests few organizations are using it effectively to engage in conversation with their customers (Rybalko & Seltzer, 2010; Briones, Kuch, Liu, & Jin, 2011; Lovejoy, Waters, & Saxon, 2012; Waters & Jamal, 2011). Using Grunig and Hunt's (1984) models of public relations and uses and gratifications theory (Katz, Blumler, & Gurevitch, 1974) as the guiding framework, this study examines how teams in the National Hockey League (NHL) communicate with fans on Twitter. The study used a content analysis and coded 815 team tweets into one of five content themes based on the fan gratification being met. Findings revealed that teams are most likely to meet fans' information needs and use models of press agentry and public information, despite the opportunity for conversation and relationship building Twitter provides. The results indicate there is a lack of two-way conversation being facilitated by NHL teams to build relationships with fans. The results of this study will inform sports teams, as well as other organizations, on current and future communication strategies on social media.

Relationships with internal stakeholders within the organisation (employees) are crucial for organisational survival and success (Hargie & Tourish, 2000:293; Jensen, 2010:32; Koschmann, 2007:12; McDermott & Chan, 1996:5; Van der Colff, 2003:258). Therefore, twoway symmetrical communication with employees in building relationships and relationship management is so important (Bezuidenhout, 2010; Koschmann, 2007:8). The North-West University focuses on maintaining good relationships with their employees through communication, but experience challenges in this regard. The Institutional Office of the North-West University is the main source of information and communication with employees of all three campuses. A consultant (Media Mosaics, 2010) and two other studies (Holtzhausen & Fourie, 2011; Mmope, 2010) identified various problems with the communication and consequent relationships between the Institutional Office and the Potchefstroom Campus employees. Given that good relations between the two business units are a focus of the university and that the outcomes of internal communication are good relationships, it is necessary to determine how the internal communication from the North-West University Institutional Office to Potchefstroom Campus employees are conducted in order to build good relationships. To determine the above a literature study, questionnaire survey and semi-structured interviews were carried out. The systems approach, reflective paradigm, excellence theory, two-way symmetrical communication model and stakeholder relations theory were used as a theoretical framework (Dozier, et al., 1995; Ferreira & Staude, 1991; Grunig & Grunig, 2000:310; Grunig et al., 2002; Ledingham & Bruning, 2001:63; Skinner & Von Essen, 1999:257; Steyn & Puth, 2000; Verčič et al., 2001:382). From the results it appears that the North-West University Institutional Office and Potchefstroom Campus employees do not agree on all aspects of the relationship and communication between them. It appears that the North-West University Institutional Office meets only some of the requirements of communication and relationship building, as it has been set out in the literature, and that there is room for improvement. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014