Abstract

Background: The purpose of this article is to provide an overview of how a virtual community of practice can be delivered via a mobile social networking framework to support rural community media in the Eastern Cape Province of South Africa.Objectives: The article presents the results of a study conducted to ascertain the possibilities of utilising mobile social networking as a means to provide access to required information and knowledge to rural community media through creation of a virtual community of practice. Improving the operational effectiveness of rural community media as a component of the rural community communication process would serve to improve the entire rural community communication process as well, making them more effective tools for availing relevant news and information to rural communities and reflecting the realities of rural communities to their broader environment.Method: The study was conducted on rural community media small micro and medium enterprises (SMMEs) in the Eastern Cape Province of South Africa. The study applied an interpretive research philosophy, qualitative research design and multiple–case study approach. Primary data were collected through semi-structured interviews supported by a questionnaire, with secondary data collected via literature review, observation and documentation analysis.Results: Findings were that rural community media do make use of social media and mobile devices in operating their business, require access to generic and domain specific support services and actively engage their peers and stakeholders in this respect, although no formalised structure existed. The authors’ recommendation is to create a formalised virtual community of practice through the establishment of a mobile social network.Conclusion: Because of the fact that rural community SMMEs already utilise mobile devices and social media to operate their businesses, development of a solution based on a mobile social networking platform could be a useful tool in providing support to these SMMEs.

Highlights

  • The International Fund for Agricultural Development (IFAD 2011:7) states that in developing countries entrepreneurs and their micro and small-scale enterprises (MSEs) are recognised as ‘necessary engines for achieving national development goals such as economic growth, poverty alleviation, employment and wealth creation, leading to a more equitable distribution of income and increased productivity...’

  • Rural areas are generally afflicted by the twin economic ills of poverty and unemployment, with human resources typically employed below their productive potential (The Eastern Cape Development Corporation [ECDC] 2015)

  • This paper presents outcomes of a study conducted to ascertain whether there is opportunity to utilise mobile social media to assist rural community media small micro and medium enterprises (SMMEs) in the Eastern Cape Province of South Africa, through creation of a virtual community of practice that could facilitate improved operational efficiency

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Summary

Objectives

The article presents the results of a study conducted to ascertain the possibilities of utilising mobile social networking as a means to provide access to required information and knowledge to rural community media through creation of a virtual community of practice. Improving the operational effectiveness of rural community media as a component of the rural community communication process would serve to improve the entire rural community communication process as well, making them more effective tools for availing relevant news and information to rural communities and reflecting the realities of rural communities to their broader environment. Method: The study was conducted on rural community media small micro and medium enterprises (SMMEs) in the Eastern Cape Province of South Africa. The study applied an interpretive research philosophy, qualitative research design and multiple–case study approach. Primary data were collected through semi-structured interviews supported by a questionnaire, with secondary data collected via literature review, observation and documentation analysis

Results
Introduction
Research methodology
Section A1: Years in operation versus size of the small micro and medium enterprise
Section B1: Information and Communication Technology as an enabling resource
Do you think ICT can facilitate engagement and Sub-problem 1
Do you engage other community media or
Do you make use of your cell phone for your
Do you make use of social media for business Sub-problem 5
Objective
Section C1: Internal business process support requirements
Section C2: Structured operations and quality of product
Section D1: Stakeholder engagement
Section D2: Accessible versus inaccessible support services
Section E1: Cell phones and Internet use for business
Section F1: Use of social media to support business operations
Conclusion and recommendations
Full Text
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