Toward an integrated model of communication: the case of South Africa

Abstract

Purpose

The purposes of this research are to understand the complex communication environment of South Africa, to determine to which extent previously identified communication models can be applied to this burgeoning field and to propose a new model of communication: an integrated marketing communications model.

Design/methodology/approach

This research used surveys.

Findings

The results largely found support for the integrated marketing communications model and confirmed the activist, situational and oral communication models found in the previous study.

Research limitations/implications

The results show that the use of these models are stable across job and organization types, which provides support for applying theoretical constructs across different communication disciplines in order to build the field of strategic communication.

Originality/value

The theoretical basis of strategic communication is elusive, and not many studies exist that have tried to offer a cohesive theory of the field. This research is one of the first steps in the process of building a robust and cohesive strategic communication theory and focuses on the development of models of communication with audiences or stakeholders. This is a line of research typically pursued in public relations but not in on other areas of communication practice such as marketing and government relations.

Citation

Tindall, N.T.J. and Holtzhausen, D. (2012), "Toward an integrated model of communication: the case of South Africa", Journal of Communication Management, Vol. 16 No. 4, pp. 371-387. https://doi.org/10.1108/13632541211279003