Changing conversation and dialogue through LeadSA: an example of public relations activism in South Africa
- Benecke, D.R., Oksiutycz, A.
- Authors: Benecke, D.R. , Oksiutycz, A.
- Date: 2016
- Subjects: South Africa , Public relations activism , Third culture
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/91945 , uj:20165 , Citation: Benecke, D.R., & Oksiutycz, A. 2016. Changing conversation and dialogue through LeadSA: an example of public relations activism in South Africa.
- Description: Abstract:The words of Lund and Nabavi “we learn more about something if we talk about it” (2008, p. 27) highlight the importance of conversation and dialogue in bringing about change – be it in an organization or in society. In South Africa, given the country’s history, dialogue across ethnic, social and political divides does not come naturally. The need for changed and new conversations exists in South Africa. Despite celebrating 20 years of democracy South Africans still face many economic, social and moral challenges. These challenges manifest themselves through protest actions against the slow pace of improvement in the townships, frustration with lack of personal progress among young South Africans, a lack of tolerance and understanding of the “others” (Seekings, 2007). Unfortunately change takes time and concerted effort (Eyre & Littleton, 2013), trust must be built and is earned through participation in open dialogue and mutual negotiation (Bardhan, 2011, p. 97). Public relations activism as a manifestation of the postmodernist worldview and PR activists as change agents are at the heart of this exploratory study of the role of public relations in the South African society. The research aim of this article is to investigate the principles and methods used by Primedia Broadcasting South Africa’s LeadSA initiative to start and facilitate social dialogue and to contribute to social change. Data was collected by means of interviews with key decision-makers at LeadSA. In addition, a variety of documents, such as electronic newsletters, internal documents and research reports, were analysed. A case study approach was used to contextualise the theory and illustrate the principles and practices implemented by LeadSA.
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- Authors: Benecke, D.R. , Oksiutycz, A.
- Date: 2016
- Subjects: South Africa , Public relations activism , Third culture
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/91945 , uj:20165 , Citation: Benecke, D.R., & Oksiutycz, A. 2016. Changing conversation and dialogue through LeadSA: an example of public relations activism in South Africa.
- Description: Abstract:The words of Lund and Nabavi “we learn more about something if we talk about it” (2008, p. 27) highlight the importance of conversation and dialogue in bringing about change – be it in an organization or in society. In South Africa, given the country’s history, dialogue across ethnic, social and political divides does not come naturally. The need for changed and new conversations exists in South Africa. Despite celebrating 20 years of democracy South Africans still face many economic, social and moral challenges. These challenges manifest themselves through protest actions against the slow pace of improvement in the townships, frustration with lack of personal progress among young South Africans, a lack of tolerance and understanding of the “others” (Seekings, 2007). Unfortunately change takes time and concerted effort (Eyre & Littleton, 2013), trust must be built and is earned through participation in open dialogue and mutual negotiation (Bardhan, 2011, p. 97). Public relations activism as a manifestation of the postmodernist worldview and PR activists as change agents are at the heart of this exploratory study of the role of public relations in the South African society. The research aim of this article is to investigate the principles and methods used by Primedia Broadcasting South Africa’s LeadSA initiative to start and facilitate social dialogue and to contribute to social change. Data was collected by means of interviews with key decision-makers at LeadSA. In addition, a variety of documents, such as electronic newsletters, internal documents and research reports, were analysed. A case study approach was used to contextualise the theory and illustrate the principles and practices implemented by LeadSA.
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Cultural intermediaries and the circuit of culture : the digital ambassadors project in Johannesburg, South Africa
- Benecke, D.R., Simpson, Z., Le Roux, S., Skinner, C.J., Janse van Rensburg, N., Sibeko, J., Bvuma, S., Meyer, J.
- Authors: Benecke, D.R. , Simpson, Z. , Le Roux, S. , Skinner, C.J. , Janse van Rensburg, N. , Sibeko, J. , Bvuma, S. , Meyer, J.
- Date: 2016
- Subjects: Circuit of culture , Culture-centred approach , Public relations
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/214217 , uj:21252 , Citation: Benecke, D.R. et al. 2016. Cultural intermediaries and the circuit of culture : the digital ambassadors project in Johannesburg, South Africa.
- Description: Abstract: The question raised by Cheney and Christensen (2001) as to “what a non-Western, nonmanagerial and non-rationalist form of public relations will look like” (p.182), together with the call made by Gregory (2014) for public relations practitioners (PRPs) to be active social change agents, motivated this paper. The aim of this research is to follow a culture-centred approach and apply the circuit of culture (Curtin & Gaither, 2005) to investigate the meanings that young people (aged 18 to 34), as cultural intermediaries, ascribe to their participation in a digital empowerment project implemented by the City of Johannesburg, South Africa. This research forms part of a larger, ongoing multi-disciplinary research project...
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- Authors: Benecke, D.R. , Simpson, Z. , Le Roux, S. , Skinner, C.J. , Janse van Rensburg, N. , Sibeko, J. , Bvuma, S. , Meyer, J.
- Date: 2016
- Subjects: Circuit of culture , Culture-centred approach , Public relations
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/214217 , uj:21252 , Citation: Benecke, D.R. et al. 2016. Cultural intermediaries and the circuit of culture : the digital ambassadors project in Johannesburg, South Africa.
- Description: Abstract: The question raised by Cheney and Christensen (2001) as to “what a non-Western, nonmanagerial and non-rationalist form of public relations will look like” (p.182), together with the call made by Gregory (2014) for public relations practitioners (PRPs) to be active social change agents, motivated this paper. The aim of this research is to follow a culture-centred approach and apply the circuit of culture (Curtin & Gaither, 2005) to investigate the meanings that young people (aged 18 to 34), as cultural intermediaries, ascribe to their participation in a digital empowerment project implemented by the City of Johannesburg, South Africa. This research forms part of a larger, ongoing multi-disciplinary research project...
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Social representation of PR Activism: Perceptions of early career Public Relations Professionals in South Africa
- Authors: Benecke, D.R. , Verwey, S.
- Date: 2020
- Subjects: PR activism , Early career PRPs , Social representation theory
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/458211 , uj:40690 , Benecke, D.R., Verwey, S.: Social representation of PR Activism: Perceptions of early career Public Relations Professionals in South Africa.
- Description: Abstract: A critical, socio-cultural turn in the public relations research agenda has shifted attention away from a predominately organisational focus to include the individual practitioner, and their symbolic power relationships (Curtin & Gaither, 2005). This has resulted in critical interrogation of issues such as dissent, power and activism in professional role enactment with an emergent, activist stance that actively questions and resists existing power structures and normative practices (Holtzhausen, 2012). This turn requires PR as well as in a diverse range of other disciplines to find new forms of addressing some of the wicked problems of our time, such as the social and cultural influences that public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice. The positioning of the critical-cultural and postmodern paradigms lends itself to the application of social representation theory (SRT) as a framework for analysis and understanding (Bauer & Gaskell, 2008; p. 351). However, to date limited research has been conducted on the social influences public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice, especially in respect of public relations practitioners who occupy junior to mid-level positions in formal employment contexts. In particular, individual influence and agency of entry level or early career public relations practitioners in South Africa has been under researched. It is against this background that this study aims to determine the perceptions of early-mid career South African PRPs on how they socially represent their activism in a poly-contextual and diverse cultural context. This is especially important in a context where PRPs are required to justify the value their actions have in achieving social change. The findings suggest that South African activist public relations practitioner (PRP) role enactment may not only entail promoting the interests of those who are marginalised and excluded from social contexts, but also requires advocating for the legitimacy of their own activist role in their contexts of practice.
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- Authors: Benecke, D.R. , Verwey, S.
- Date: 2020
- Subjects: PR activism , Early career PRPs , Social representation theory
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/458211 , uj:40690 , Benecke, D.R., Verwey, S.: Social representation of PR Activism: Perceptions of early career Public Relations Professionals in South Africa.
- Description: Abstract: A critical, socio-cultural turn in the public relations research agenda has shifted attention away from a predominately organisational focus to include the individual practitioner, and their symbolic power relationships (Curtin & Gaither, 2005). This has resulted in critical interrogation of issues such as dissent, power and activism in professional role enactment with an emergent, activist stance that actively questions and resists existing power structures and normative practices (Holtzhausen, 2012). This turn requires PR as well as in a diverse range of other disciplines to find new forms of addressing some of the wicked problems of our time, such as the social and cultural influences that public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice. The positioning of the critical-cultural and postmodern paradigms lends itself to the application of social representation theory (SRT) as a framework for analysis and understanding (Bauer & Gaskell, 2008; p. 351). However, to date limited research has been conducted on the social influences public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice, especially in respect of public relations practitioners who occupy junior to mid-level positions in formal employment contexts. In particular, individual influence and agency of entry level or early career public relations practitioners in South Africa has been under researched. It is against this background that this study aims to determine the perceptions of early-mid career South African PRPs on how they socially represent their activism in a poly-contextual and diverse cultural context. This is especially important in a context where PRPs are required to justify the value their actions have in achieving social change. The findings suggest that South African activist public relations practitioner (PRP) role enactment may not only entail promoting the interests of those who are marginalised and excluded from social contexts, but also requires advocating for the legitimacy of their own activist role in their contexts of practice.
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