Abstract
M.A.
The overall purpose of the study is to explore the perceptions, attitudes and intentions towards gender-based violence (GBV) communication and intervention in the workplace among a selected group of JSE-listed organisations in Johannesburg, following the media coverage of high profile cases locally and abroad over recent years. The unique contribution of the study includes the exploration and description of the attitudes of a selected group of private sector organisations in Johannesburg and also raising awareness among the participants in the study that may inspire further action by private sector organisations to address GBV in future. As this study is exploratory, it adopts a qualitative approach and data is collected through in-depth interviews.
This study shows that the concept of corporate social responsibility (CSR) has evolved significantly over the past three decades and, at present, is characterised, primarily, by its human-centredness and the creation of shared value (CSV). Recent years have seen an increase in the expectations from society for organisations to promote its well-being as well as to adopt a “higher level of consciousness”, commit to a higher purpose and contribute meaningfully towards making a real difference in the world (Trendwatching, 2015; Mackay, 2011:83) by fulfilling social and environmental obligations. Despite these expectations, one global issue that does not feature in contemporary lists of CSR/CSV issues predominantly addressed by corporate organisations is GBV. Global and local research indicates that there have been numerous calls from organisations such as United Nations Women, World Health Organization, World Bank and Women Empowerment Principles, to name a few, imploring private sector organisations to address GBV as an issue threatening global sustainability. However, to date there is little evidence to suggest that these calls have been heeded.
Against this background, the study employs the reflective paradigm as meta-theoretical perspective, as well as the paradigms of strategic communication, the creation of shared value, the virtuous organisation and micro corporate social responsibility (micro-CSR) as the theoretical frameworks to highlight the necessity for organisations to fulfil social and environmental expectations. Moreover, these frameworks are used to position gender-based violence communication as an issue of shared value the private sector should address.