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Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management

Wiggill, MN LU and Van der Waldt, Gerrit (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:
author
and
organization
publishing date
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
978-1-80043-241-3
978-1-80043-240-6
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
2020-12-08 16:48:24
@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         = {978-1-80043-241-3},
  issn         = {2398-3914},
  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},
}