Afrokology and organisational culture

Why employees are not behaving as predicted

Authored by: Elnerine W.J. Greeff

Routledge Handbook of African Media and Communication Studies

Print publication date:  February  2021
Online publication date:  February  2021

Print ISBN: 9781138574779
eBook ISBN: 9781351273206
Adobe ISBN:


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The discussions put forward in the different chapters of this volume make it clear how Western/Euro-American ideas and ideologies saturate the theories of communication that have long been hailed as the principle ones of the discipline. The field of corporate communication is no different. Corporate communication theories (especially those that are deemed ‘seminal’) mainly originate and speak from Western/Euro-, particularly American perspectives. As Watson and L’Etang (2008, 328) state: ‘scholars have always tended to assume that [corporate communication was] invented by Americans and then exported elsewhere’.

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