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Social media as a means of communication with external stakeholders
Author(s)
Abrahams, Rifqah
Date Issued
2011
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This research focuses on whether social media is an effective means of
communication to external stakeholders and investigates communication between
Cape Peninsula University of Technology (CPUT) to its student-stakeholder group on
four levels of interaction; namely institution, faculty, department and subjects. It
provides answers to the questions, "How does CPUT communicate to students?"
"What is the CPUT student-stakeholder's preferred method of communication?" and
"What content does the CPUT student-stakeholder want to hear about?" to answer
the bigger question, "Is social media an effective means of communication to CPUT
students?" Using a conceptual framework based on Edward Freeman's work on
stakeholder communication and Grunig's communication theory, the research
considers the role that social media could play in the communication mix; whether
CPUT should communicate to students using a medium on which they are already
active; as well as what is/are an appropriate method/s of communication to reach
student-stakeholders. Findings include the students' perception of social media as
well as the state of communication from CPUT to the students and the platform/s the
student-stakeholder would prefer. Further research is recommended to consider the
use of a mobile platform for communication to students.
communication to external stakeholders and investigates communication between
Cape Peninsula University of Technology (CPUT) to its student-stakeholder group on
four levels of interaction; namely institution, faculty, department and subjects. It
provides answers to the questions, "How does CPUT communicate to students?"
"What is the CPUT student-stakeholder's preferred method of communication?" and
"What content does the CPUT student-stakeholder want to hear about?" to answer
the bigger question, "Is social media an effective means of communication to CPUT
students?" Using a conceptual framework based on Edward Freeman's work on
stakeholder communication and Grunig's communication theory, the research
considers the role that social media could play in the communication mix; whether
CPUT should communicate to students using a medium on which they are already
active; as well as what is/are an appropriate method/s of communication to reach
student-stakeholders. Findings include the students' perception of social media as
well as the state of communication from CPUT to the students and the platform/s the
student-stakeholder would prefer. Further research is recommended to consider the
use of a mobile platform for communication to students.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011.
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