Communication indicators for integrating diverse cultures in junior female residences at the University of the Free State

[摘要] In spite of the fact that the University of the Free State (UFS) has beenrecognised as a leader in the transformation process in South African highereducation, an area of great concern at this institution was the integration ofthe junior residences. A new policy for increasing diversity in residences wasimplemented, but three years into the process the residences were still notfully integrated.Although several aspects could have contributed to the fact that the residenceintegration was only partially successful, this study focussed on the importantrole of communication during this change intervention.Five research questions were addressed. Firstly, the meta-analyticalresearch question explained what the racial integration process in the juniorfemale residences entailed. The contextual research question explored thedimensions of a contemporary organisation impacted by change, and theconceptual research question, explored the fundamental components ofchange management communication within a contemporary organisationalcontext. The ideal manner in which to communicate change in acontemporary organisational context was addressed by the normativeresearch question, and finally, the theoretical research question addressedthe issue of which theoretical communication framework could be suggestedto provide indicators for more effective communication during the integrationprocess.The primary objective of this study was to recommend a theoreticalcommunication framework with indicators that can contribute towards moreeffective communication during the process of communicating change in thejunior female residences at the UFS. The role and quality of thecommunication used during the management of this change intervention wastherefore explored.Considering the aim of this study, a qualitative approach and grounded theorystrategy was used in the research design and the philosophical foundationunderlying this study is constructivism. Data gathering was done by in-depth interviews and focus group sessions. Validity of the study was enhancedthrough respondent validation.As the grand theory of this study is based on the general systems theoryapproach; the Mitroff model (Mitroff et al. 1974) of problem solving wasapplied.The main theoretical domains relevant to the study are the contemporaryorganisation and change management communication. As a holisticperspective is deemed essential in order for an organisation to changesuccessfully, the four different dimensions of a contemporary organisationimpacted by change were explored. The importance of organisational cultureand fact that changing the culture of an organisation should be the first stepduring a change intervention were highlighted. The essential place of thelearning organisation in which constant development of employees areencouraged in order for organisations to survive and adapt in an everchanging environment was emphasised. As the learning organisation canconstantly repositioning itself and adapt to changing situations, it. wassuggested that for the successful implementation of change at differentorganisational levels, communication activities should be integrated.The central role of the manager, the important role of leadershipcommunication, the engaging of employees and the sensemaking role ofmanagers, as well as the fact that listening to employees should be regardedas an action step critical to successful change implementation, wasdiscussed. Another important factor often overlooked during changeinterventions, 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 lackof communication existed between different departments, as well as betweenmanagement and residence management staff. Subsequently the need for acommunication framework with indicators was confirmed.Six main themes surfaced from the data collected. Three of these themeswere 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 ofimportance that form the pillars of the communication framework. These arethe process and procedures to follow, the people to engage and the principlesand policies to guide the process.Within each of the above mentioned categories indicators were identified thatcan contribute towards more effective communication during the process ofchange in the junior female residences at the UFS.

[发布机构] University of the Free State