Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management

Abstract

The purpose of this chapter is to reflect on the necessity of incorporating practical and experiential learning modalities in higher education to prepare communication and relationship management students for engaging others in potentially conflicting socio-cultural heterogeneous settings. It is argued that cultural diversity sensitivity, cultivated in teaching modalities, could enhance social cohesion and aid nation-building endeavours. Participative action research was applied in a case study of second year communication students enrolled for a module concerning the application of relationship management in communication specialisms. Students generally comprehend the foundational theorem and praxis of communication and relationship management but failed to successfully apply these principles in practice. This impedes the emotional and intellectual preparation of students for work and negates social cohesion efforts in a diverse society like South Africa. The case study conclusively illustrates students' general anxiety to engage people from different ethnic, racial and cultural backgrounds. Teachers should create ‘safe spaces’ in the classroom to equip and prepare students in utilizing the principles of communication and relationship management in politically charged and diverse settings. Innovative teaching strategies are recommended to foster harmony, tolerance, understanding and cultural sensitivity in Communication and Relationship Management education.

Citation

Wiggill, M.N. and van der Waldt, G. (2020), "Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management", Verčič, A.T., Tench, R. and Einwiller, S. (Ed.) Joy (Advances in Public Relations and Communication Management, Vol. 5), Emerald Publishing Limited, Leeds, pp. 169-182. https://doi.org/10.1108/S2398-391420200000005012