Prospects and challenges of community communication in the digital age, a case study of O.R. Tambo District Municipality, Eastern Cape, South Africa

Abstract

This study investigates the digital communication strategies used by OR Tambo District Municipality in South Africa, focusing on their potential to facilitate development in rural areas. Drawing on the ICT4D framework, a Digital Communication Technologies for Development (DCT4D) framework was developed specifically for the municipality. The study used Google Forms to survey municipal officials and found that while the municipality is active on social media and uses Zoom or MS Teams meetings with staff, there is no comprehensive communication policy for interacting with businesses, citizens, and ratepayers. The study recommends implementing a digital communication policy that establishes guidelines for using public digital communication channels, including social media and involves consultation with citizens, civil society organizations, and other stakeholders. Additionally, training and capacity-building programs for municipal officials are recommended to ensure that they are equipped with the necessary skills to use digital communication tools effectively and responsibly. The study highlights the need for the municipality to respond to all citizen queries, provide constant feedback to residents, and engage with citizens beyond just posting announcements on social media platforms. Finally, civic education programs are recommended to help people understand how local governments operate in the digital era. This study emphasizes the importance of digital communication technologies in enhancing citizens' participation in local governance and recommends concrete steps that the OR Tambo Municipality can take to improve communication. Furthermore, the municipality should consciously respond to all citizen queries, provide constant feedback to residents, and engage with citizens beyond just posting announcements on social media platforms. The study also recommends introducing civic education programmes to help people understand how local governments operate in the digital era. Overall, this study emphasizes the importance of digital communication technologies in enhancing citizens' participation in local governance and recommends concrete steps that the OR Tambo Municipality can take to improve communication and develop a digital communication policy.