Communication strategies used by World Vision to alleviate poverty in Nkayi community

95 Pages·2017·1.03 MB·English

MIDLANDS STATE UNIVERSITY

FACULTY OF SOCIAL SCIENCES
DEPARTMENT OF MEDIA AND SOCIETY STUDIES

TOPIC: AN ASSESSMENT TO “COMMUNICATION STRATEGIES USED
BY WORLD VISION TO ALLEVIATE POVERTY IN NKAYI
COMMUNITY” 2014-2015

VIGELENCE NDOU
R122388G

A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS OF A BACHELOR OF SOCIAL SCIENCES HONOURS DEGREE
IN MEDIA AND SOCIETY STUDIES

YEAR 2015
GWERU, ZIMBABWE
An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

DECLARATION BY STUDENT
I,Vigelence Ndou (R12388G)declare that this dissertation is my original work that has not been
previously been published or submitted to any other university. In writing this dissertation,
proper citation and acknowledgement of sources have been strictly adhered to in line with the
copyright Act and ethical requirements.

Signature ………………………………………
Date ……………………………………….

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An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

CERTIFICATE OF SUPERVISION
I hereby certify that I personally supervised this dissertation in accordance with departmental
regulations and the university’s General Regulations. On that basis, I confirm that the
dissertation is examinable.
Student : Ndou Vigelence
Dissertation Topic : An assessment of “Communication strategies used by World
Vision to alleviate poverty in Nkayi community” 2014-2015
Supervisor : Mr C.Masuku
Signature :……………………………….
Date :……………………………

ii
An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

DEDICATIONS
To Ngelie and Ree.

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An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

ACKNOWLEDGEMENTS
I give all thanks to the Almighty God who gave me strength and courage to reach this far with
my studies. Glory be to God the most high.
My parents Ngelekano Ndou and Remoni Sitoboli, I honour them for their unwavering support
as they would manage to raise the fees for my studies during difficult circumstances. Divine and
Dee thank you for the jokes you shared with me, they just refreshed me after long studies.
I’m also indebted to my supervisor, Mr C. Masuku whose guidance, support and patience at
every stage of this research made it a success.

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An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

ACRONOMY

ADP-Area Development Programme
GN-Gift Notification
GIK-Gift in Kind
ICT- Information of Communication Technology
ICT4D- Information Communication Technologies for Development
MACS-Marketing and Communication in Sponsorship
MDG-Millennium Development Goals
PFO-Program Finance Officer

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An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

Contents
DECLARATION BY STUDENT ................................................................................................... i
CERTIFICATE OF SUPERVISION .............................................................................................. ii
DEDICATIONS ............................................................................................................................. iii
ACKNOWLEDGEMENTS ........................................................................................................... iv
ACRONOMY ................................................................................................................................. v
Contents ........................................................................................................................................ vii
Abstract ...................................................................................................................................... xi
CHAPTER 1 ................................................................................................................................ 1
1.1 Introduction ........................................................................................................................... 1
1.2 Background ........................................................................................................................... 1
1.3 Statement of the problem ...................................................................................................... 3
1.5 Significance of the study ....................................................................................................... 4
1.6 Objectives .............................................................................................................................. 5
1.7 Main research question.......................................................................................................... 5
1.8 Sub research questions .......................................................................................................... 5
1.9 Assumptions .......................................................................................................................... 6
1.1.1 Limitation of the study ....................................................................................................... 6
1.1.2 Research structure .............................................................................................................. 7
1.1.3 Conclusion .......................................................................................................................... 7
CHAPTER 2 ................................................................................................................................... 8
Literature review and theoretical framework .............................................................................. 8
2.1 Introduction ........................................................................................................................... 8
2.2 Corporate communication in Nkayi ...................................................................................... 8
2.3 Development communication through World Vision communication strategies ............... 10
2.4 Concept of communication in World Vision ...................................................................... 13
2.5 Corporate reputation through communication strategies .................................................... 15
2.6 Organizational communication at World Vision ................................................................ 17
2.7 Corporate social responsibility by World Vision Nkayi ..................................................... 19
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An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

Theoretical Framework ............................................................................................................. 22
2.8 Introduction ......................................................................................................................... 22
2.9 Stake holder salience theory ................................................................................................ 22
2.1.1 Open system organization in World Vision Nkayi .......................................................... 25
2.1.2Two way communication .................................................................................................. 28
2.1.3 Conclusion ........................................................................................................................ 29
CHAPTER 3 ................................................................................................................................. 30
3.1 Introduction ......................................................................................................................... 30
3.2 Methodology ....................................................................................................................... 30
3.3 Targeted population............................................................................................................. 30
3.4 Research universe ................................................................................................................ 30
3.5 Unit of analysis.................................................................................................................... 31
3.6 Triangulation ....................................................................................................................... 31
3.7 Qualitative research ............................................................................................................. 32
3.8 Quantitative research ........................................................................................................... 32
3.9 Sampling techniques ........................................................................................................... 33
3.1.1 Purposive sampling .......................................................................................................... 33
3.1.2Proportional stratified sampling ........................................................................................ 34
3.1.3 Methods of data gathering ................................................................................................ 34
3.1.4 Questionnaires .................................................................................................................. 34
3.1.5 Interviews ......................................................................................................................... 35
3.1.6 Participant observation ..................................................................................................... 36
3.1.7 Methods of data analysis .................................................................................................. 37
3.1.8 Content analysis ............................................................................................................... 37
3.1.9Critical discourse analysis ................................................................................................. 38
3.2.1 Methods of data presentation ........................................................................................... 38
3.2.2 Ethics ................................................................................................................................ 38
3.2.3 Conclusion ........................................................................................................................ 39
CHAPTER 4 ................................................................................................................................. 40
Organisational analysis of political economy ........................................................................... 40
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An assessment of “Communication strategies used by World Vision
to alleviate poverty in Nkayi community” 2014-2015

4.1 Introduction ......................................................................................................................... 40
4.2 Mission statement ................................................................................................................ 40
4.3 Vision Statement ................................................................................................................. 41
4.4 Core values .......................................................................................................................... 42
4.5 Funding of World Vision .................................................................................................... 43
4.6 Ownership and control patterns of World Vision ............................................................... 44
4.7Organisational structure ....................................................................................................... 46
4.8 Team leader (ADP manager)............................................................................................... 46
4.9 MACS officer ...................................................................................................................... 46
4.1.1 Program Finance Officer (PFO) ....................................................................................... 47
4.1.2Step user ............................................................................................................................ 48
4.1.3Development facilitator (DF) ............................................................................................ 49
4.1.4 Links with other organisations ......................................................................................... 50
4.1.5 Conclusion ........................................................................................................................ 50
CHAPTER 5 ................................................................................................................................. 52
Research findings and data presentation ................................................................................... 52
5.1 Introduction ......................................................................................................................... 52
5.2 Distribution and response rate of questionnaires and interviews ........................................ 52
5.3 Communication strategies used by World Vision to alleviate poverty ............................... 54
5.4 Discussion ........................................................................................................................... 58
5.5 Effectiveness of communication strategies used by World Vision ..................................... 59
5.6 Discussion ........................................................................................................................... 60
5.7 Enhancement of two way communication through World Vision communication strategies
................................................................................................................................................... 62
5.8 Discussion ........................................................................................................................... 62
5.9 Challenges on communicating strategies used by World Vision ........................................ 64
5.1.1 Discussion ........................................................................................................................ 65
5.1.2 Prospects on communication strategies used by World Vision ....................................... 67
5.1.3 Discussion ........................................................................................................................ 68
5.1.4 Conclusion ........................................................................................................................ 69
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