| Title | Chapter 7: A strategic integrated communication framework for child protection organisations in South Africa: The role of digital media |
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| DOI | https://doi.org/10.4102/aosis.2024.BK466.07 |
| Landing page | https://books.aosis.co.za/index.php/ob/catalog/book/466 |
| License | https://creativecommons.org/licenses/by-nc-nd/4.0/ |
| Copyright | Mirna Nel, Phil van Schalkwyk, Abiodun Salawu, Gustav Butler & Gilbert Motsaathebe (eds.). Licensee: AOSIS (Pty) Ltd. The moral right of the editors and authors has been asserted. |
| Publisher | AOSIS |
| Published on | 2026-06-09 |
| Long abstract | In the field of Digital Humanities (DH), digitalisation’s effects extend to encompass the non-profit sector, with a particular focus on the child protection (CP) sector in South Africa. Digital media has transformed communication by providing new opportunities for real-time, personalised and cost-effective interaction. However, it also poses potential challenges that can negatively affect child protection organisations (CPOs) in South Africa. This article explores the need to balance the benefits of digital media against the risks of statutory confidentiality breaches and sharing unverified information. The study included focus group discussions and semi-structured interviews with communication practitioners, managers and social workers from four registered national CPOs, along with external media and law experts. The findings reveal that CPOs need to develop effective communication strategies to mitigate potential risks associated with digital media. Child protection organisations should recognise the importance of leveraging technology to enhance communication strategies and build stronger stakeholder relationships. By effectively utilising digital media, CPOs can achieve their communication goals while being mindful of potential risks and promoting responsible reporting practices. To mitigate the dangers associated with social media, an essential component of digital media, organisations should prioritise the child’s best interests and use the guidelines of a strategic integrated communication (SIC) framework, adapted for the non-profit sector by Degenaar (2021), to create effective strategies. Proper digital media management is crucial for CPOs to ensure the protection of the children they serve. Ultimately, incorporating digital media can enhance the CP sector’s work, but it requires careful consideration and management of the potential risks involved. |
| Print length | 24 pages |
| Language | English (Original) |
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Anette Degenaar is an experienced communications specialist with expertise in the non-profit sector. Degenaar is a senior lecturer at the School of Communication, NWU, on the Potchefstroom campus in South Africa. She holds a Bachelor of Commerce (BCom) and an MA in Communication. She obtained her PhD in Communication Studies at NWU, Potchefstroom Campus (2021), focusing on developing a strategic integrated communication framework for child protection organisations in South Africa. Her research aimed to address the unique communication challenges faced by these organisations.
Lynnette M Fourie is the Focus Area Social Transformation director and a lecturer in the School of Communication Studies, NWU, South Africa. She obtained her MA in 1997 and PhD in 2004 from NWU, focusing on political communication. Her primary research focuses on electoral communication in a developing democracy. Fourie has also published widely on the concept of participation in the field of development communication and stakeholder relations in the field of corporate communication. She is particularly interested in how development and corporate communication intersect in the non-profit South African sector as a developing country. Fourie served on the executive committee of the South African Communication Association (SACOMM) from 2008 to 2009 and was president from 2009 to 2011. Fourie is a member of the IAMCR. She received the IAMCR Award as a promising young researcher in 2008. Fourie serves on the editorial board of the journal Communicare.