Strategic Communications in Africa : The Sub-Saharan Context book cover
1st Edition

Strategic Communications in Africa
The Sub-Saharan Context

  • Available for pre-order. Item will ship after December 24, 2021
ISBN 9781032123387
December 24, 2021 Forthcoming by Routledge
288 Pages 19 B/W Illustrations

SAVE ~ $32.00
was $160.00
USD $128.00

Prices & shipping based on shipping country


Book Description

Strategic communication is a pre-requisite for the achievement of organisational goals and an effective strategic communication plan is vital for organisational success. However, systems and models dominant in the west may not necessarily be best suited for the sub-Saharan Africa reality, where many organisations lack adequate financial resources to develop and implement an effective strategic communication plan.

This book examines current practices in sub-Saharan Africa, as well as the challenges faced and the intersection with culture. The Editors package inspiring debates, experiences and insights relating to strategic communication in all types of institutions, including private and public sector organisations, governmental organisations and NGOs, political parties as well as social movements in the sub-Saharan context. It explores how culture is integral to the attainment of strategic communication goals, and diverse case studies across socio-economic contexts offer insights into the successes of organisations across Africa, including Zimbabwe, South Africa, Tanzania, Lesotho, Zambia, and Nigeria.

This unique edited collection is a valuable resource for worldwide scholars, researchers and students of strategic communication and organisational studies, as well as related fields including public relations, advertising, political and health communication, and international studies.

Table of Contents

1. Introduction

Isaac Mhute, Hugh Mangeya and Ernest Jakaza

2. Strategic communication: can African indigenous popular music come to play?

Israel Ayinla Fadipe and Abiodun Salawu

3. ‘Keep speaking vernacular’: Yoruba language as a strategic communication tool for consumers’ gaining and sales promotion in streets adverts of product and services in Ibadan metropolis, Nigeria.

Adeola Obafemi Mobolaji

4. Iconic animals and Basotho’s identities: the relational image of a people in selected epitaphs

Taofik Olasunkanmi Adesanmi

5. The narrative as an organisation’s DNA in strategic communication: the case of Matonjeni

Hugh Mangeya

6. Introducing the Stakeholder-oriented Strategic Communicative Control Approach

Mkhululi Hondo and Ernest Jakaza

7. Sexually suggestive content in advertising: a multimodal social semiotic analysis of Mambo’s Chicken advertisements on Twitter

Tambawoga Chriswell Muchena

8. The relationship between social media and social capital: a case of Seed Co Limited, Zimbabwe

Lovemore Mutonga and Patrick Mutandwa

9. Pursuing knowledge translation: the missing link in knowledge economies of developing countries

Umali Saidi, Tafadzwa Hazel Ngoshi and Bhekinkosi Ndlovu

10. Strategic communication in Sub-Saharan Africa: reappraisal of John Marston’s RACE Model of the public relations process

Kingsley Chukwuemeka Izuogu. Onyekwere Okpara and Dennis Ugo Omeonu

11. A socio-cultural approach to corporate reputation management: a case of Clicks Pharmaceuticals, South Africa

Caroline Makoni

12. Research for strategic communication as a vehicle for reputation management: a case of Mugabe’s ZANU-PF

Isaac Mhute

13. Discontinuance discourses as an organisation’s strategic communication: a case of ZANU PF

Ernest Jakaza

14. Is Social Media a solution to limited media space? Communicating Alternative Politics in Tanzania

Festo Mulinda

15. A critical discourse analysis of media landscape and political conflict in Zimbabwe from 2000 to the Mnangagwa era

Esther Mavengano-Marevesa and Tobias Marevesa

16. Conclusion

Ernest Jakaza, Isaac, Mhute and Hugh Mangeya

View More



Hugh Mangeya is a Lecturer in the Department of English and Communication at Midlands State University, Zimbabwe. He is the Editor of The Dyke (Journal of the Midlands State University). His major research interests lie in alternative mediation with a specific focus on how citizens in Zimbabwe have appropriated graffiti and the social media as mediascapes for speaking back to power. He has published a number of journal articles and book chapters with accredited publishers.

Isaac Mhute is an Associate Professor with Midlands State University’s Department of English and Communication. He is a Doctor of Literature and Philosophy in African Linguistics graduate (University of South Africa). His research interests mainly lie in language policy and development, syntax, onomastics as well as language and communication issues in education, among others. He is chief examiner for language and literature with an international examining board, professional editor and translator/back translator (English and Shona).

Ernest Jakaza is a Senior Lecturer in the Department of English and Communication at Midlands State University, Zimbabwe. He has published an edited book, a number of book chapters and journal articles with accredited publishers. Has research interests in discourse analysis, political discourse, argumentation, appraisal discourse.