Communication indicators for integrating diverse cultures in junior female residences at the University of the Free State
Loading...
Files
Date
2011-05
Authors
De Lange, Lucrezea
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
In spite of the fact that the University of the Free State (UFS) has been
recognised as a leader in the transformation process in South African higher
education, an area of great concern at this institution was the integration of
the junior residences. A new policy for increasing diversity in residences was
implemented, but three years into the process the residences were still not
fully integrated.
Although several aspects could have contributed to the fact that the residence
integration was only partially successful, this study focussed on the important
role of communication during this change intervention.
Five research questions were addressed. Firstly, the meta-analytical
research question explained what the racial integration process in the junior
female residences entailed. The contextual research question explored the
dimensions of a contemporary organisation impacted by change, and the
conceptual research question, explored the fundamental components of
change management communication within a contemporary organisational
context. The ideal manner in which to communicate change in a
contemporary organisational context was addressed by the normative
research question, and finally, the theoretical research question addressed
the issue of which theoretical communication framework could be suggested
to provide indicators for more effective communication during the integration
process.
The primary objective of this study was to recommend a theoretical
communication framework with indicators that can contribute towards more
effective communication during the process of communicating change in the
junior female residences at the UFS. The role and quality of the
communication used during the management of this change intervention was
therefore explored.
Considering the aim of this study, a qualitative approach and grounded theory
strategy was used in the research design and the philosophical foundation
underlying this study is constructivism. Data gathering was done by in-depth interviews and focus group sessions. Validity of the study was enhanced
through respondent validation.
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.
The main theoretical domains relevant to the study are the contemporary
organisation and change management communication. As a holistic
perspective is deemed essential in order for an organisation to change
successfully, the four different dimensions of a contemporary organisation
impacted by change were explored. The importance of organisational culture
and fact that changing the culture of an organisation should be the first step
during a change intervention were highlighted. The essential place of the
learning organisation in which constant development of employees are
encouraged in order for organisations to survive and adapt in an ever
changing environment was emphasised. As the learning organisation can
constantly repositioning itself and adapt to changing situations, it. was
suggested that for the successful implementation of change at different
organisational levels, communication activities should be integrated.
The central role of the manager, the important role of leadership
communication, the engaging of employees and the sensemaking role of
managers, as well as the fact that listening to employees should be regarded
as an action step critical to successful change implementation, was
discussed. Another important factor often overlooked during change
interventions, but playing a critical role during the implementation of change,
namely the human factor was also discussed at the micro-emotional level.
It was evident from the data that serious communication problems and a lack
of communication existed between different departments, as well as between
management and residence management staff. Subsequently the need for a
communication framework with indicators was confirmed.
Six main themes surfaced from the data collected. Three of these themes
were perceived as being more prominent, namely the role of communication,
the management of change, and the consultative intervention.
The conclusions to the study led to the identification of five areas of
importance that form the pillars of the communication framework. These are
the process and procedures to follow, the people to engage and the principles
and policies to guide the process.
Within each of the above mentioned categories indicators were identified that
can contribute towards more effective communication during the process of
change in the junior female residences at the UFS.
Description
Keywords
Contemporary organisation, Systems theory, Grounded theory, Respondent validation, Learning organisation, Change management communication, Leadership communication, Women college students -- South Africa -- Bloemfontein, Universities and colleges -- South Africa -- Bloemfontein -- Communication systems, College integration -- South Africa -- Bloemfontein, University of the Free State, Dissertation (M.A. (Communication Science))--University of the Free State, 2011