1st Edition

Strategic Communications in Africa The Sub-Saharan Context

Edited By Hugh Mangeya, Isaac Mhute, Ernest Jakaza Copyright 2022
    268 Pages 19 B/W Illustrations
    by Routledge

    268 Pages 19 B/W Illustrations
    by Routledge

    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. It packages 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, Tanzania, Lesotho 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.

    1. Introduction: conceptualising strategic communication in sub-Saharan Africa

    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 C. 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, Hazel T. 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 Ugochukwu 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 and Tobias Marevesa

    16. Conclusion: strategic communication in sub-Saharan Africa and its futures

    Ernest Jakaza, Isaac Mhute and Hugh Mangeya


    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 in 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 in 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. His research interests include discourse analysis, political discourse, argumentation and appraisal discourse.