Participatory Communication for Sustainable Rural Livelihoods: Insights from Matatiele Local Municipality

Moroesi  Lebenya; Betty Claire Mubangizi; Oluwaseun Temitope Ojogiwa

doi:10.54201/iajas.110

Authors

Moroesi Lebenya University of KwaZulu-Natal https://orcid.org/0000-0003-2349-0949
Betty Claire Mubangizi University of KwaZulu-Natal https://orcid.org/0000-0003-0774-7193
Oluwaseun Temitope Ojogiwa University of KwaZulu-Natal https://orcid.org/0000-0003-1713-3144

DOI:

https://doi.org/10.54201/iajas.110

Keywords:

participatory communication, sustainable rural livelihoods, good governance, local responsiveness

Abstract

Traditional top-down approaches exclude communities from participating in policy design and decision-making, while existing communication models are inadequate in addressing communication and service delivery challenges in rural municipalities. And Matatiele Local Municipality (MLM) is no exception. This study is focusing on Matatiele Local Municipality’s use of participatory communication (PC) processes in line with democratic principles and their impact on service delivery. It explores the communication practices, the nexus between good governance and participatory communication and identifies approaches towards participatory communication in rural Matatiele. From an interpretivism paradigm, the study employed a qualitative research method that permit a focused examination of nineteen purposively selected participants. Data retrieved from the semi-structured interview and from secondary sources was analysed thematically and narratively. Findings indicate that participatory communication is not uniformly applied across all areas within MLM jurisdiction. Infrastructure deficits, service delivery challenges and issues related to decentralisation are also identified. The study concludes that traditional authorities play a significant yet overlooked role in democratic development at the local level. Recommendations include an emphasis on the reassessment of the role citizens play in the decision-making process to enhance their meaningful involvement and empowerment in the governance process beyond participation by consultation. Therefore, participatory communication practices beyond establishing clear feedback mechanisms, enhancing responsiveness to community concerns, and improving citizens’ influence on final decisions can promote mutual understanding and cocreation of content that could enhance citizens’ livelihoods.

Author Biographies

Moroesi Lebenya, University of KwaZulu-Natal

Master’s Graduate, School of Management, IT and Governance, University of KwaZulu-Natal, Pinetown, KwaZulu-Natal, South Africa
Betty Claire Mubangizi, University of KwaZulu-Natal

Full Professor, NRF/SARChI Chair in Sustainable Rural Livelihoods, School of Management, IT and Governance, University of KwaZulu-Natal, Durban, KwaZulu-Natal, South Africa
Oluwaseun Temitope Ojogiwa, University of KwaZulu-Natal

Post-doctoral Researcher, NRF/SARChI in Sustainable Rural Livelihoods, School of Management, IT and Governance, University of KwaZulu-Natal, Durban, KwaZulu-Natal, South Africa

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