Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management
(2020) 21st Annual Euprera Congress In Advances in Public Relations and Communication Management 5. p.169-182- Abstract
- The purpose of this chapter is to reflect on the necessity of incorporating practical and experiential learning modalities in higher education to prepare communication and relationship management students for engaging others in potentially conflicting socio-cultural heterogeneous settings. It is argued that cultural diversity sensitivity, cultivated in teaching modalities, could enhance social cohesion and aid nation-building endeavours. Participative action research was applied in a case study of second year communication students enrolled for a module concerning the application of relationship management in communication specialisms. Students generally comprehend the foundational theorem and praxis of communication and relationship... (More)
- The purpose of this chapter is to reflect on the necessity of incorporating practical and experiential learning modalities in higher education to prepare communication and relationship management students for engaging others in potentially conflicting socio-cultural heterogeneous settings. It is argued that cultural diversity sensitivity, cultivated in teaching modalities, could enhance social cohesion and aid nation-building endeavours. Participative action research was applied in a case study of second year communication students enrolled for a module concerning the application of relationship management in communication specialisms. Students generally comprehend the foundational theorem and praxis of communication and relationship management but failed to successfully apply these principles in practice. This impedes the emotional and intellectual preparation of students for work and negates social cohesion efforts in a diverse society like South Africa. The case study conclusively illustrates students' general anxiety to engage people from different ethnic, racial and cultural backgrounds. Teachers should create 'safe spaces' in the classroom to equip and prepare students in utilizing the principles of communication and relationship management in politically charged and diverse settings. Innovative teaching strategies are recommended to foster harmony, tolerance, understanding and cultural sensitivity in Communication and Relationship Management education. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/b106d862-acd7-4e13-b2de-b2df8731f5ca
- author
- Wiggill, MN LU and Van der Waldt, Gerrit
- organization
- publishing date
- 2020-11-26
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- keywords
- Communication and Relationship Management, Cultural diversity, Social cohesion, Teaching modalities, Case study, South Africa
- host publication
- Joy : Using strategic communication to improve well-being and organizational success - Using strategic communication to improve well-being and organizational success
- series title
- Advances in Public Relations and Communication Management
- editor
- Tench, Ralph ; TKALAC VERCIC, ANA and EINWILLER, SABINE
- volume
- 5
- pages
- 14 pages
- publisher
- Emerald Group Publishing Limited
- conference name
- 21st Annual Euprera Congress
- conference location
- Zagreb, Croatia
- conference dates
- 2019-09-26 - 2019-09-28
- ISSN
- 2398-3914
- ISBN
- 978-1-80043-240-6
- 978-1-80043-241-3
- DOI
- 10.1108/S2398-391420200000005012
- language
- English
- LU publication?
- yes
- id
- b106d862-acd7-4e13-b2de-b2df8731f5ca
- date added to LUP
- 2020-12-07 17:02:01
- date last changed
- 2021-10-22 11:37:55
@inbook{b106d862-acd7-4e13-b2de-b2df8731f5ca, abstract = {{The purpose of this chapter is to reflect on the necessity of incorporating practical and experiential learning modalities in higher education to prepare communication and relationship management students for engaging others in potentially conflicting socio-cultural heterogeneous settings. It is argued that cultural diversity sensitivity, cultivated in teaching modalities, could enhance social cohesion and aid nation-building endeavours. Participative action research was applied in a case study of second year communication students enrolled for a module concerning the application of relationship management in communication specialisms. Students generally comprehend the foundational theorem and praxis of communication and relationship management but failed to successfully apply these principles in practice. This impedes the emotional and intellectual preparation of students for work and negates social cohesion efforts in a diverse society like South Africa. The case study conclusively illustrates students' general anxiety to engage people from different ethnic, racial and cultural backgrounds. Teachers should create 'safe spaces' in the classroom to equip and prepare students in utilizing the principles of communication and relationship management in politically charged and diverse settings. Innovative teaching strategies are recommended to foster harmony, tolerance, understanding and cultural sensitivity in Communication and Relationship Management education.}}, author = {{Wiggill, MN and Van der Waldt, Gerrit}}, booktitle = {{Joy : Using strategic communication to improve well-being and organizational success}}, editor = {{Tench, Ralph and TKALAC VERCIC, ANA and EINWILLER, SABINE}}, isbn = {{978-1-80043-240-6}}, issn = {{2398-3914}}, keywords = {{Communication and Relationship Management; Cultural diversity; Social cohesion; Teaching modalities; Case study; South Africa}}, language = {{eng}}, month = {{11}}, pages = {{169--182}}, publisher = {{Emerald Group Publishing Limited}}, series = {{Advances in Public Relations and Communication Management}}, title = {{Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management}}, url = {{http://dx.doi.org/10.1108/S2398-391420200000005012}}, doi = {{10.1108/S2398-391420200000005012}}, volume = {{5}}, year = {{2020}}, }