Show simple item record

dc.contributor.advisorKloppers, E.M.
dc.contributor.advisorFourie, L.M.
dc.contributor.authorVermeulen, Jessica
dc.date.accessioned2013-08-23T09:22:12Z
dc.date.available2013-08-23T09:22:12Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/10394/8959
dc.descriptionThesis (MA (Communication Studies))--North-West University, Potchefstroom Campus, 2013
dc.description.abstractIn this study it is argued that organisations can contribute to development through their Corporate Social Responsibility Initiatives (CSR). Therefore one should consider CSR programmes similar to development programmes and should be managed accordingly. When one communicates in a development context it happens within the extensive field of development communication. In this field the participatory approach to development communication is regarded as the normative approach. In view of this, this study argues that communication in CSR programmes should conform to the principles of the participatory approach. Participatory evaluation is one of the elements of the participatory approach; therefore the evaluation of programmes should adhere to the principles of the participatory approach to contribute to sustainable development. For this reason this study is informed by the relevant principles of the participatory approach to evaluation: dialogue; participation; empowerment and diversity. These principles of participatory evaluation are rooted in the mentioned principles and they are: partnership; participation in evaluation; acknowledgement of local knowledge; empowerment and change. The financial sector in South Africa is one of the largest financial contributors towards CSR. As a result, two financial organisations were chosen to be studied. The research question of this study is: What is the nature of the communication during evaluation of CSR programmes in the financial sector? A qualitative approach is used in this study to obtain the relevant information. Qualitative content analysis, semi-structured interviews and focus groups were used as research methods. The conclusion is made that none of the five programmes in this study use participatory evaluation to evaluate their CSR programmes. In two of the programmes a limited partnership is identified between the organisation and/or the program leader and the beneficiaries, while no partnership was found in the other three programmes. Limited participation from the beneficiaries of the two programmes during evaluation was observed; hence limited local knowledge is recognised in these two programmes. It was also found that only two programmes' beneficiaries are empowered through evaluation and only these two programmes changed according to the beneficiaries’ input. These findings that were made through an empirical study indicate that in spite of the limited presence of some principles of participatory evaluation in two of the five programmes, neither of the organisations uses participatory evaluation methods to evaluate their CSR programmes.en_US
dc.language.isoenen_US
dc.publisherNorth-West University
dc.subjectDeelnemende benaderingen_US
dc.subjectDeelnemende evaluasieen_US
dc.subjectKorporatiewe sosiale investering (KSI)en_US
dc.subjectKorporatiewe sosiale verantwoordelikheid (KSV)en_US
dc.subjectMoniteringen_US
dc.subjectOntwikkelingen_US
dc.subjectOntwikkelingskommunikasieen_US
dc.subjectCorporate social investment (CSI)en_US
dc.subjectCorporate social responsibility (CSR)en_US
dc.subjectDevelopmenten_US
dc.subjectDevelopment communicationen_US
dc.subjectMonitoringen_US
dc.subjectParticipatory approachen_US
dc.subjectParticipatory evaluationen_US
dc.titleDeelnemende kommunikasie in die evaluasie van KSV–programme by twee maatskappyeafr
dc.typeThesisen_US
dc.description.thesistypeMastersen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record