Nuwe kommunikasie- en inligtingstegnologie vorm ’n individu se persepsies en hoe hulle ’n spesifieke organisasie sien. MSF Suid-Afrika se webtuiste (met spesifieke verwysing na die foto’s wat gebruik word op die webtuiste) is een van die kommunikasie- en inligtingstegnologieë wat ’n invloed sal hê op die persepsies van die organisasie se belangegroepe. MSF moet krities dink oor die foto’s wat hulle op hulle webtuiste plaas, aangesien dit moontlik die kommunikasie tussen die vrywilligers en die organisasie, sowel as die persepsies van vrywilligers, kan beïnvloed. Dit is van belang vir MSF om deur die foto’s wat hulle op MSF Suid-Afrika se webtuiste plaas die publiek in te lig oor die omstandighede van die populasie waarbinne die veldwerkers werk. Persepsies rig denke en besluite – problematiese uitdagings kan ontstaan indien hierdie persepsies in kontras staan met die persepsies wat MSF graag wil vorm met die gebruik van foto’s op hulle webtuiste. Die studie fokus vervolgens op die persepsies van potensiële vrywilligers van MSF, met spesifieke fokus op die foto’s gebruik op MSF Suid-Afrika se webtuiste. Die algemene doelstelling van hierdie studie is om vanuit ’n organisasiemediabestuursperspektief te bepaal watter rol foto’s op MSF Suid-Afrika se webtuiste speel in die persepsievorming tydens kommunikasie met potensiële vrywilligers as belangegroep. Die hoof bevindinge van die studie toon dat foto’s ’n rol speel om betekenis by te dra tot kommunikasie met belangegroepe, en dat die impak van die foto’s op MSF se webtuiste ’n rol speel in potensiële vrywilligers se persepsievorming. MSF kan meer fokus op die rol wat foto’s in die kommunikatiewe proses speel. Potensiële vrywilligers het verder aangetoon dat hulle meer persoonlike aandag vanaf MSF wil hê. Daar is ook gevind dat dit van belang is dat MSF se webtuiste visueel aanloklik moet wees en dat die foto’s wat op die webtuiste gebruik word akkuraat en geloofwaardig moet wees. MSF se sukses kan verbeter as hulle meer aandag aan potensiële vrywilligers gee. Respondente het verskillende voorstelle gemaak vir hoe MSF meer vrywilligers kan werf. Die studie dra by tot die belangegroepbestuur tussen MSF Suid- Afrika en hulle potensiële vrywilligers. Dit bied aan MSF Suid-Afrika geleentheid om beter te verstaan wat ’n steekproef van potensiële vrywilligers tans dink van die gebruik van foto’s op hulle webtuiste. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

Nuwe kommunikasie- en inligtingstegnologie vorm ’n individu se persepsies en hoe hulle ’n spesifieke organisasie sien. MSF Suid-Afrika se webtuiste (met spesifieke verwysing na die foto’s wat gebruik word op die webtuiste) is een van die kommunikasie- en inligtingstegnologieë wat ’n invloed sal hê op die persepsies van die organisasie se belangegroepe. MSF moet krities dink oor die foto’s wat hulle op hulle webtuiste plaas, aangesien dit moontlik die kommunikasie tussen die vrywilligers en die organisasie, sowel as die persepsies van vrywilligers, kan beïnvloed. Dit is van belang vir MSF om deur die foto’s wat hulle op MSF Suid-Afrika se webtuiste plaas die publiek in te lig oor die omstandighede van die populasie waarbinne die veldwerkers werk. Persepsies rig denke en besluite – problematiese uitdagings kan ontstaan indien hierdie persepsies in kontras staan met die persepsies wat MSF graag wil vorm met die gebruik van foto’s op hulle webtuiste. Die studie fokus vervolgens op die persepsies van potensiële vrywilligers van MSF, met spesifieke fokus op die foto’s gebruik op MSF Suid-Afrika se webtuiste. Die algemene doelstelling van hierdie studie is om vanuit ’n organisasiemediabestuursperspektief te bepaal watter rol foto’s op MSF Suid-Afrika se webtuiste speel in die persepsievorming tydens kommunikasie met potensiële vrywilligers as belangegroep. Die hoof bevindinge van die studie toon dat foto’s ’n rol speel om betekenis by te dra tot kommunikasie met belangegroepe, en dat die impak van die foto’s op MSF se webtuiste ’n rol speel in potensiële vrywilligers se persepsievorming. MSF kan meer fokus op die rol wat foto’s in die kommunikatiewe proses speel. Potensiële vrywilligers het verder aangetoon dat hulle meer persoonlike aandag vanaf MSF wil hê. Daar is ook gevind dat dit van belang is dat MSF se webtuiste visueel aanloklik moet wees en dat die foto’s wat op die webtuiste gebruik word akkuraat en geloofwaardig moet wees. MSF se sukses kan verbeter as hulle meer aandag aan potensiële vrywilligers gee. Respondente het verskillende voorstelle gemaak vir hoe MSF meer vrywilligers kan werf. Die studie dra by tot die belangegroepbestuur tussen MSF Suid- Afrika en hulle potensiële vrywilligers. Dit bied aan MSF Suid-Afrika geleentheid om beter te verstaan wat ’n steekproef van potensiële vrywilligers tans dink van die gebruik van foto’s op hulle webtuiste. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

In recent years the ideas of good governance and the responsibility of corporate South Africa to contribute to the society in which they operate have become an undeniable part of organisational conception. Indeed, South Africa is considered to be a leader in the field of corporate governance internationally. Forming part of governance practices is Corporate Social Investment (CSI) whereby corporate organisations contribute to causes and societal groupings in need of financial and other assistance. Among these societal groupings that receive support from CSI activities are non-profit organisations (NPOs) that rely on funding from their corporate donors for survival. Based on the exchange of funding and a shared attempt at social development, a relationship between the two parties emerges. From the perspective of the stakeholder theory, corporate organisations, through their CSI activities, and NPOs are stakeholders of each other and a positive relationship between them could strengthen their individual and collective goals. This study explored and described the relationship between corporate donors and recipient NPOs in order to understand the state of the relationship and to critically consider the way in which the relationship is defined, described and measured. First, the relationship was explored by means of partially structured interviews based on well-known relationship indicators where it appeared that the relationship is not only fraught with negative perceptions from both sides, but also where the relationship indicators used to explore the relationship were not entirely suited for the specific context of this relationship. The negative perceptions and inappropriate relationship indicators formed the basis of a theoretical inquiry of literature on CSI, stakeholder relationships and participatory development communication. Subsequently, the partially structured interviews and the literature review informed the design of two corresponding survey questionnaires that could test both findings quantitatively. The results of validity and reliability testing confirmed the qualitative finding that a contextualised measurement is suited for this relationship. A mix of existing and newly formulated items grouped in contextual elements and redefined relationship indicators was used to describe the relationship. A combined analysis of qualitative and quantitative results indicated that the relationship is not as negative as the qualitative research might have suggested (possibly a result of contextualised measurement); but that very specific relational challenges are present and it is suggested that these challenges need a realistic approach of which accurate description is a starting point. The research contributes twofold with the first contribution being a clearer understanding of the relationship between corporate donors and recipient NPOs and the second being a set of redefined and contextualised relationship indicators with which to define and measure this relationship. / PhD (Communication Studies), North-West University, Potchefstroom Campus, 2014

In recent years the ideas of good governance and the responsibility of corporate South Africa to contribute to the society in which they operate have become an undeniable part of organisational conception. Indeed, South Africa is considered to be a leader in the field of corporate governance internationally. Forming part of governance practices is Corporate Social Investment (CSI) whereby corporate organisations contribute to causes and societal groupings in need of financial and other assistance. Among these societal groupings that receive support from CSI activities are non-profit organisations (NPOs) that rely on funding from their corporate donors for survival. Based on the exchange of funding and a shared attempt at social development, a relationship between the two parties emerges. From the perspective of the stakeholder theory, corporate organisations, through their CSI activities, and NPOs are stakeholders of each other and a positive relationship between them could strengthen their individual and collective goals. This study explored and described the relationship between corporate donors and recipient NPOs in order to understand the state of the relationship and to critically consider the way in which the relationship is defined, described and measured. First, the relationship was explored by means of partially structured interviews based on well-known relationship indicators where it appeared that the relationship is not only fraught with negative perceptions from both sides, but also where the relationship indicators used to explore the relationship were not entirely suited for the specific context of this relationship. The negative perceptions and inappropriate relationship indicators formed the basis of a theoretical inquiry of literature on CSI, stakeholder relationships and participatory development communication. Subsequently, the partially structured interviews and the literature review informed the design of two corresponding survey questionnaires that could test both findings quantitatively. The results of validity and reliability testing confirmed the qualitative finding that a contextualised measurement is suited for this relationship. A mix of existing and newly formulated items grouped in contextual elements and redefined relationship indicators was used to describe the relationship. A combined analysis of qualitative and quantitative results indicated that the relationship is not as negative as the qualitative research might have suggested (possibly a result of contextualised measurement); but that very specific relational challenges are present and it is suggested that these challenges need a realistic approach of which accurate description is a starting point. The research contributes twofold with the first contribution being a clearer understanding of the relationship between corporate donors and recipient NPOs and the second being a set of redefined and contextualised relationship indicators with which to define and measure this relationship. / PhD (Communication Studies), North-West University, Potchefstroom Campus, 2014