Research Articles (Communication Science)
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Browsing Research Articles (Communication Science) by Author "Mulder, Dalmé"
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Item Open Access Communication indicators for integrating diverse cultures in junior female residences at a South African tertiary institution(Department of Communication Science, University of the Free State, 2012) De Lange, Lucrezea; Mulder, DalméResidences are directly affected by transformational change in South Africa, as these are key areas in transformation strategies of South African tertiary institutions. Although inroads have been made in this area, there is still room for improvement as transformation targets seem difficult to reach. To address this problem, the primary objective of this study was to recommend a theoretical communication framework that can contribute towards more effective communication during the process of change in multicultural junior female residences. A qualitative approach and grounded theory strategy were used as research design. As the grand theory of this study is based on the general systems theory approach, the Mitroff model (Mitroff et al. 1974) of problem-solving was applied. As a holistic perspective is deemed essential in order for an organisation to change successfully, the four dimensions of a contemporary organisation impacted by change were explored. The importance of organisational culture, and the essential place of the learning organisation where constant development of employees is encouraged to ensure that the organisation survives in, and adapts to, an ever-changing environment were emphasised. The central role of the manager, the importance of leadership communication, the engaging of employees, as well as the fact that listening to employees should be regarded as an action step critical to successful change implementation were discussed. An important factor often overlooked, namely the human factor or micro-emotional level of the organisation, was addressed. A five-pillar communication framework with indicators that can contribute towards more effective communication during a change intervention was recommended.Item Open Access The use of Twitter in branding: the case of the University of the Free State(Department of Communication Science, University of the Free State, 2014) Snyman, Annette; Mulder, DalméTwitter is shaping brand communication globally at a mere 140 characters a time. Although Twitter is seen as a social media platform with little impact, the number of followers that can be attained “tweet” another story. This article focuses on the way in which marketers can utilise this social media platform to promote their brand image by improving their brand’s online presence. By investigating the branding strategies and characteristics of an Integrated Marketing Communication (IMC) strategy, and more specifically the 5R model proposed by Schultz (2000), a framework was created to analyse social media messages. This framework was employed within a qualitative research approach to analyse all the Twitter posts of the University of the Free State (UFS) between 1 January 2013 and 31 July 2013. This was done to determine how the UFS made use of its Twitter profile to enhance the perceptions about its brand. The results underlined the importance of IMC characteristics in social media messages for the messages to contribute to the overall brand image of the institution. Furthermore, the results indicated that in order for a brand to have a successful online presence, the marketers should embrace technology and align all messages with specific objectives. When each online brand message contains an IMC characteristic, a core value of the institution and a motivational objective, there are no boundaries for how far the “little blue bird” can take the brand.