A communication strategy to foster social cohesion in a higher education institution
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Date
2022
Authors
Smith, Michael
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
The aim of the study is to design a communication strategy to foster social cohesion in a higher education institution. Bricolage is the theoretical framework/lens through which I view and approach this study. The reason is institutions of higher learning have over the decades become communities of diversities of culture, religion and various other aspects of human life. Literature Reviewed include that of the two main disciplines in the title namely Communication and Social Cohesion. Because Communication deals largely with behavioural factors, the study dictates a review/exploration of both main legs namely Verbal and Nonverbal Communication. That is followed by literature regarding the three pillars of Social Cohesion, namely Social Capital, Social Inclusion and Social Mobility. Main objectives of the study include challenges, solutions, conditions, threats and indicators of success. Three countries are discussed based on their experiences relating to such objectives namely Britain, Kenya and South Africa by focusing on their political, economic, social, technological, environmental and legal environments. Habermas’ Communicative (Participatory) Action is used in methodology, with focus group interviews and participant observation to collect data amongst community members of the University of the Free State. Analysis includes a SWOT Analysis, Critical Discourse Analysis and Nonverbal Communication Analysis, which provide components/answers for the intended communication strategy for social cohesion. Based on the theoretical framework, literature reviewed, data collected, analysis, findings and discussion thereof, a conclusion is reached, which informs the recommendations for the type of communication strategy suitable to foster social cohesion in the University of the Free State. The study therefore concludes and recommends a communication strategy based on based on the principles of Ubuntu with Participatory Development Communication as its bloodline that infiltrates all its veins for its survival.
Description
Thesis (Ph.D.(Higher Education Studies))--University of the Free State, 2022
Keywords
Communication, communication strategy, social cohesion, fostering social cohesion, higher education institution