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By
MLANDVO A DLAMINI
Supervisor: Dr Gedala Mulliah Naidoo (Kevin)
Co-supervisor: Miss Marian Pike
Cape Town
Campus
Research Proposal Presentation for
Master of Technology in Public Relations Management
Faculty of Informatics and Design
Title: The role of two-way symmetrical communication within
corporate social responsibility in the mining sector in Richards
Bay, South Africa
2. Aim of the study
a qualitative study explore
the role of two-way
symmetrical communication
within the Richard’s Bay
mining sector’s corporate
social responsibility. The
purpose is to understand
the communication
experiences of the corporate
social responsibility
stakeholders.
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3. “Large-scale mining
is a cooperative
activity that
operates on a
national level and is
detached from the
local level. As a
result, it often
marginalizes local
communities.”
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Dr Mamphela Ramphele Africa Mining Design Indaba
2012
4. Background of the study
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To gain and maintain ‘a license to operate’ has become a constant
challenge for mining sector. The involvement of community on corporate
social responsibility activities plays a crucial role in meeting this
challenge. Improving relations with the community is no longer an option
but a prerequisite for the mining sector to operate. However, mutual
benefits may not be balanced as the majority of power to define this
mutuality lies with the companies.
5. What I don’t know
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•The process of reaching mutual
consensus between the community
and Richards Bay Minerals’ on the
community clinics.
•The role of the community in the
formulation and implementation of the
community clinics.
•The method and style of
communication between the
community and Richards Bay
Minerals.
•The measure of satisfaction of the
community and the company with the
corporate social responsibility
projects.
•The compliance of Richards Bay
Minerals’ with Section 8 of King III
report.
6. Preliminary Literature Review
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Stakeholder
Theory
(Freeman
1984)
Corporate
Governance
(King III 2009)
The two-way
symmetrical
Grunig(2009)
Corporate
Social
Responsibility
(Bowen 1953)
Reputation
Management
(Hutton 2001)
Relationship
Management
(Ferguson
1984
Grunig & Hunt
(1984) 4 models of
communication
The Press
Agentry
The Public
Information
The two-way
asymmetrical
7. Problem Statement
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The problem is the contribution of
communication in the process of
reaching mutual consensus
between Richards Bay Minerals
and the community stakeholder
when establishing the community
clinics.
Research Questions
A)What is the role of two-way symmetrical communication
within corporate social responsibility in Richards Bay?
B) What are the benefits of Richards Bay Minerals corporate
social responsibility project (clinics) to the community and how
was it agreed upon?
C) How does Richards Bay Minerals benefit from the corporate
social responsibility project (clinics) and how was it
communicated the Community?
8. Epistemology
Exploratory, Qualitative,
Subjective, Anti-positivist
Population
In-depth face-to-face
interviews
External Audit Internal
Audit
Focus group
Method
Communication Audit
Data collection tool
Research Design and
Methodology
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Design
NRB Community
stakeholder
Richards Bay
Minerals
Employees
Methodology
Methods
Interview schedule and
guideline
9. Data Analysis
AB
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A B A B A B
Content Analysis
Content 1
(focus group)
Content 2
(from interviews)
Components +
contrasts Common
Theories
Expected
Outcomes
Relationship between RBM (A) and the community (B)
Results
Analysis
10. Limitations of the study
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Limited to Richards Bay
Ethical Consideration
•Vulnerable participants wont be included in the
study.
•Confidentiality, privacy and company policies
will be respected.
•No deception will be employed in the study.
11. Chapter outline
CHAPTERS CHAPTER OUTLINE
Chapter one Will basically include an introduction of the thesis topic, a brief
explanation of the background, objectives, purpose of the study and the
research questions.
chapter two The researcher will conduct a comprehensive literature review of the
subject matter. This chapter will look at published literature regarding the
role of two-way symmetrical communication on corporate social
responsibility.
Chapter three Will deal with methodological issues such as the research design,
procedure and methods used to collect the data and how the data will be
analysed
Chapter four Research findings will be presented, discussed and analysed. This will
basically be a comparison of the study’s observed results with previous
literature. The observed results will be compared against theory in a
content analysis.
chapter five Conclusions and recommendations will be presented as the research9/22/2016 4:30 PM 11
12. Proposed research schedule
Research Activity Completion date
Submitted Research Proposal 10 June 2013
Completion of Chapter 2 23 September 2013
Completion of Chapter 3 24 November 2013
Completion of Chapter 4 20 march 2014
Completion of Chapter 5 2O June 2014
Final Technical and Language Editing 31 July 2014
Completion of First Draft Thesis 14 August 2014
Completion of the Final Thesis and
Submission
18 September 2014
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13. Budget
Budget Item Amount
Transport R3 300.00
Internet expenses R1 200.00
Stationery, Printing, binding and editing R6 500.00
Telephone expenses R 600.00
Imvulamlomo and Refreshments R1 000.000
Voice and video recorder R3 200,00
Contingency amount (10% of the total amount) R1 580.00
Total Amount R17 380.00
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