COM2611
ASSIGNMENT 3 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 15 MAY 2025
, COM2611 Assignment 3 (Portfolio) Semester 1 2025
QUESTION 1: Community Engagement for Mall Development in Mamelodi (25 marks)
As a corporate communication professional at On the Ground Development, I believe
that engaging the community from the very beginning of our proposed mall project in
Mamelodi is not only respectful but essential for success. Communities are not just
audiences we speak to—they are partners we work with. Based on what I’ve learned
from the shopping centre case study and Theme 4, here is how I would approach this:
1. Community Engagement from Day One
We will begin by holding town hall meetings in Mamelodi, where residents can hear
about the proposed development and share their views. These meetings will be both in-
person and online to reach more people. We'll also use local radio stations and
community WhatsApp groups to keep everyone informed and gather input. We want the
community to feel heard and valued.
2. Applying Postmodernism
Postmodernism teaches us to move away from the old idea of ‘one truth’ or ‘top-down
communication.’ It’s about listening to different voices, especially those that have been
ignored. In this case, the voices of the people of Mamelodi matter. We won’t assume we
know what’s best for them. Instead, we’ll ask questions like: What kind of shops do you
want to see? Do you prefer outdoor or indoor malls? How can we ensure the mall
creates jobs for locals?
3. The Constitutive Role of Communication
Communication isn’t just about passing on messages—it helps create reality. For
example, when we talk about the mall as “a community space for Mamelodi”, we help
shape how people see it—not just as a shopping place but as a shared place of pride
ASSIGNMENT 3 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 15 MAY 2025
, COM2611 Assignment 3 (Portfolio) Semester 1 2025
QUESTION 1: Community Engagement for Mall Development in Mamelodi (25 marks)
As a corporate communication professional at On the Ground Development, I believe
that engaging the community from the very beginning of our proposed mall project in
Mamelodi is not only respectful but essential for success. Communities are not just
audiences we speak to—they are partners we work with. Based on what I’ve learned
from the shopping centre case study and Theme 4, here is how I would approach this:
1. Community Engagement from Day One
We will begin by holding town hall meetings in Mamelodi, where residents can hear
about the proposed development and share their views. These meetings will be both in-
person and online to reach more people. We'll also use local radio stations and
community WhatsApp groups to keep everyone informed and gather input. We want the
community to feel heard and valued.
2. Applying Postmodernism
Postmodernism teaches us to move away from the old idea of ‘one truth’ or ‘top-down
communication.’ It’s about listening to different voices, especially those that have been
ignored. In this case, the voices of the people of Mamelodi matter. We won’t assume we
know what’s best for them. Instead, we’ll ask questions like: What kind of shops do you
want to see? Do you prefer outdoor or indoor malls? How can we ensure the mall
creates jobs for locals?
3. The Constitutive Role of Communication
Communication isn’t just about passing on messages—it helps create reality. For
example, when we talk about the mall as “a community space for Mamelodi”, we help
shape how people see it—not just as a shopping place but as a shared place of pride
