Die aard van kommunikasie in ontwikkelingsprojekte van die Studente–JOOL–Gemeenskapsdiens (NWU–PUKKE)

Abstract

The Student RAG Community Service (SRCS), a unique non-governmental organisation (NGO) of the Potchefstroom Campus of the North-West University, aims to support and to enable other NGOs to function independently. For this reason, the communication between the SRCS and these NGOs is viewed from the sub discipline of development communication, with the participative approach currently being perceived as the normative approach to communication for development. Communication between the SRCS and representatives of the NGOs should therefore conform to the principles of the participative approach to development communication to contribute to empowerment and development. The principles of the participative approach that was identified as relevant to this study are participation, dialogue, cultural sensitivity, to enable the community to be self-reliant and community development. This study is qualitative in nature and the research methods used to gather information about the nature of communication between the SRCS and the representatives of the projects are qualitative content analysis, partially structured interviews and observer–participant reporting. Although this study has focused only on early child development projects, the nature of these projects and their communication varied to a large extent. The overall conclusion of this study is that there are gaps in the participative communication between the SRCS and the representatives of all the researched projects. The type of communication between the SRCS and early childhood development projects did not conform to the principles of cultural sensitivity, community development and the enablement of the community to be self-reliant. These gaps are attributed in part to the present documentation of the SRCS (2010 annual report, portfolio descriptions, transfer reports and minutes of 2010’s and 2011’s meetings) as well as the fact that this NGO’s training guidelines do not emphasise the importance of participatory principles, and do not offer sufficient training in the implementation of these principles to its various members. Although the results indicate that the communication between the SRCS and the representatives of the projects presently does not conform to the principles of participative communication, the organisation is committed to addressing these gaps in future.