Strategic Communication Management for Development and Social Change: Perspectives from the African Region

Foreword
	A New Momentum in African Scholarship on Communication for Development and Social Change
	References
Preface
Acknowledgements
Contents
Contributors
List of Figures
List of Tables
Chapter 1: Introduction
	Introduction
	The Centrality of Strategic Communication Management, Development, and Social Change
	The Participatory Communication Turn to Development Planning in Africa
	Theoretical and Empirical Approaches to Communication for Development and Sustainable Social Change in Africa
	Strategic Communication in Governance, Planning, and Policy Reforms
	Communication for Social Change, Bottom-Up Development and Social Movements in Africa
	Case Studies in Applied Strategic Communication, Development, Social Change, and Electoral Reform
	Concluding Remarks on the Book
	References
Part I: Theoretical and Empirical Approaches to Communication for Development and Sustainable Social Change in Africa
	Chapter 2: Anchoring Participatory Communication in South Africa’s Municipal Citizen Participation During Integrated Development Planning (IDP) Processes
		Introduction
		Public Participation in South Africa: The Case for Participatory Communication
		Theoretical Focal Points
			Features of Participatory Communication
		Participation
		Dialogue
		Empowerment
		The Participatory Communication Framework
		Step 1: Continuous Dialogue
		Step 2: Formal Public Consultations
		Step 3: Meetings with Organised Civil Society (IDP Representative Forums)
		Step 4: Intergovernmental and Stakeholder Meetings, Including IDP Policy Finalisation and Ratification
		Step 5: Ratification and Sharing of the Finalised Integrated Development Plans with Relevant Government Institutions and Regulatory Bodies (e.g. National and Provincial Treasuries, South African Local Government Association (SALGA), National Council o
		Step 6: Citizens’ Reflection on the IDP Documents for Accountability Purposes
		Conclusion
		References
	Chapter 3: Participatory Communication for Sustainable Development: A Study of the Access Project in Ghana
		Introduction and Background
		Problem Statement
		Objective and Research Questions
		Literature Review
			The Access Project
		Participatory Communication
		Principles of Participatory Communication
			Dialogue
			Participation
			Empowerment
		Methodology
		Findings and Discussion
			Participation
			Dialogue
			Empowerment
			Communication Strategies
		Conclusion
		References
	Chapter 4: A Theoretical Framework Towards Mutual Sustainability Communication
		Introduction and Context
		Research Methods
		Literature Review
			CSR
				Stakeholder Theory
				Shared Value Approach
				Sustainability Approach
			Corporate Communication
				Strategic Communication Management
				Reflective Paradigm
				Two-Way Symmetrical Communication
			Development Communication
				Participatory Approach
				Habermas Approach
		Proposed Strategic Sustainability Communication Framework
			Purpose: Mutual Sustainability
			Outcome: Mutual Empowerment
			Communication Processes and Roles
				Strategic Process and the Reflective Strategist
				Rapport Process and the Reflective Facilitator
				Action Process and the Reflective Participant
			Nature of Communication
		Findings
			Perspectives on the Framework
				Purpose and Outcome
				Communication Processes and Roles
				Nature of Communication
		Conclusion
		References
Part II: Strategic Communication in Governance, Planning and Policy Reforms
	Chapter 5: Exploration of the Accentuated Value of Strategic Communication Management for Inclusive Citizenry Engagement Through Governance and Sustainability
		Introduction
		Locating Inclusive Citizenry Engagement
			Governance and Sustainability
		Theoretical Framework for Reappropriating SCM Value
			Strategic Communication Relevance: Theoretical Understanding
			Reflective Paradigm: Mirror Versus Window Approach
			Legitimacy Theory: Understanding of Societal Values
			Social Theory: Linkages to Communication
		Lessons from Strategic Communication
			Strategic Communication in Enabling Citizenry Participation
			Bhargava’s Typology for Citizenry Engagement
		Way Forward: A Revolutionary Approach
		Conclusion
		References
	Chapter 6: Network Governance as a Catalyst for Sustainable Development on the African Continent
		Introduction
		Setting the Scene: Conceptual and Contextual Frameworks
		Network Actors in Sustainable Development
			Government
			Private Sector
			Development and Donor Agencies
			Civil Society
		Strategic Communication as Instrument for Inter-Actor Collaboration
		Network Governance in Africa
		Status of Sustainable Development on the African Continent
		Strategic Communication Pathways for Sustainable Development Networking in Africa
			Pathway 1: Conforming to Strategic Communication Principles and Values
			Pathway 2: Utilising Appropriate Methods for Strategic Communication in Networks
			Pathway 3: Designing Appropriate Government Strategic Communication Frameworks
			Pathway 4: Aligning Branches of Strategic Communication with the Sustainable Development Pillars
		Conclusion
		References
	Chapter 7: Communication Strategies for Community Development: A Study of World Bank SEEFOR-CDDS Projects in Ukwa East Communities, Abia State, Nigeria
		Introduction
		Conceptual Framework
			Review of Concepts: Community Development and Communication Strategies
				Communication Strategies
				SEEFOR Communication Strategy (Culled from SEEFOR World Funded Project)
		Research Methodology
		Discussion of Findings
			Identification of Communication Strategies
			How Communication Strategies Enhanced Execution of Projects in Benefitting Communities
			Extent of SEEFOR CDDS Communication Strategies in Providing Direction for Development Communication Specialists and Facilitators
			Connection to Participatory and Basic Needs Paradigms
		Conclusion and Recommendations
		References
Part III: Communication for Social Change, Bottom-Up Development and Social Movements in Africa
	Chapter 8: The Role of the Sudanese Professionals Association in the Revolution of 2019 Towards Development and Social Change
		Introduction
		Communication and Organization in the Sudanese Revolution
		The Sudanese Professionals Association (SPA)
		Transition and Social Change in Sudanese Society
		The Role of the Environmental Movement in the Sudanese Revolution
		Challenges Ahead
		Conclusion
		References
	Chapter 9: Invited and Invented Spaces of Public Participation in South African Local Government: The Study of Community Engagement Practices and Service Delivery Protests
		Introduction
			Participatory and Deliberative Democracy in South Africa: A Local Government Public Participation Perspective
			The Polyphonic Stakeholder Engagement Perspective as a Strategic Communication Approach to Enable Public Participation and Engagement at Local Government
			Stakeholder Engagement Practices and Stakeholder Relationships in the Local Government Context
			Public Participation Conceptual Framework: The Ladder of Public Participation
				Manipulation and Therapy: Non-participation
				Informing and Consultation: Tokenism
				Delegated Power and Citizen Control
			Levels of Public Participation in South Africa
			Government Communication as a Public Participation Enabler in South Africa
			Methods, Structures, and Systems of Public Participation in South African Local Government
			Public Participation Structures/Forums
				Thusong Service Centres
				Izimbizos
				Siyahlola Programmes
				Ward Councillors, Ward Committees, and Community Development Workers
				Integrated Development Plan (IDP) in Local Government
				The New District Development Model (NDDM)
			The Integration of Social Innovation as Part of Public Participation to Improve Service Delivery at the Local Government Level
			The Use of Protest and Social Media as Communication Tools to Enhance Response to Service Delivery Shortcomings and Delays
		Methodology
		Findings
			Public Participation Methods: Invited and Invented Spaces of Participation
			How Social Innovation Can Be Integrated into Existing Public Participation to Improve Service Delivery in Khujwana Village
			The Role of Stakeholder Engagement as a Strategic Communication Approach to Enhance the Public Participation Process in Khuwjana Village
			Social Media as an Invited and Invented Space of Public Participation and Community Engagement
		Discussion
		Implications of the Study
		Conclusion
		References
	Chapter 10: Movement Communication Practices of Students and the Poor: The Political Economy of Communication in South Africa
		Introduction
		Political Communication and Political Economy Theory
		Past and Current Social Conditions in South Africa: Politics and the Economy
		Abahlali baseFreedom Park and the Wits Fees Must Fall Movement
		Social Movement Communication Practices
		Implications for Theory and/or Practice
		Conclusion
		Interviews Included in This Chapter
		References
Part IV: Cases Studies in Applied Strategic Communication, Development, Social Change and Electoral Reform
	Chapter 11: Public Health Communication and Growth
		Introduction
		Background
		Health
		Economic Growth
		Economic Growth in Africa Versus Improved Health
		Public Health
		Health Relationships with Economic Growth
		Communication
		Health Communication
		Health Communication Versus Economic Growth
		Public Health and Economic Growth
		Role of Health Communication in Public Health
		Public Health Communication and Economic Growth
		Public Health Communication Theory
		Conclusion
		References
	Chapter 12: Using Digital Technologies in Community Radio to Promote Social Change in Kenya
		Introduction
			The Role of Digital Technologies in Community Radio
			Problem Statement
			Research Question
			The Domestication Theory
			Communication for Social Change Through Community Radio
		Methodology
		Discussions of Key Findings
			The Adoption of Digital Technologies by Community Radio Stations
			The Role of Digital Technologies in Promoting Community Participation
			The Role of Digital Technologies in Promoting Social Change
		Conclusion
		Recommendations
		References
	Chapter 13: Dwindling Voters’ Turnout and Citizenship Participation: A Political Market Orientation Analysis of Nigeria’s 2015 and 2019 Presidential Elections
		Introduction
		Literature Review
		The Context and Contestants: 2015 and 2019 Presidential Elections
		Political Campaign
		Political Advertising
		Negative Advertising
		Voter Turnout and Citizenship Participation in Election
		Empirical Review
		Theoretical Framework
			Political Market Orientation (PMO) (Ormrod, 2005)
		Resource Model
		Methodology
		Data Analysis (Table 13.1)
		Discussion
		Conclusion
		References
	Chapter 14: The Arena Model as a Basis for Communication Strategy Formulation for the National Development Plan
		Introduction
		Literature Review
			The South African Political Environment and its Stakeholders
				African National Congress (ANC)
				Democratic Alliance (DA)
				Economic Freedom Fighters (EFF)
				Congress of South African Trade Unions (COSATU)
			Overview of South Africa’s Economic Development Plans
			The Arena Model for Communication Strategy Formulation
		Research Methodology
			Sampling Strategy
			Data Analysis
		Findings and Recommendations
		Conclusion
		References
	Chapter 15: Lessons from a Scuppered African Social Change Dream: Drawing Insights from the Facilitative Nature of Communication
		Introduction
		Revisiting the Objective of the Book
		Reflection on Key Themes of the Book
		Some Key Insights on Strategic Communication Management and Participatory Communication for Development and Social Change in Africa
		Limitations and Recommendations for Future Research
		Final Concluding Remarks
		References
Index