COM2611
ASSIGNMENT 3 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 15 MAY 2025
,Question 1: Community Engagement Strategy for Mamelodi Mall Development
As the corporate communication professional at On the Ground Development, the
effective execution of the proposed Mamelodi Mall project relies on a strategic, inclusive
community engagement plan. Drawing on the webinar "Shopping centres – the epitome
of collaboration" and integrating postmodern communication theory, the constitutive
nature of communication, and the evolving paradigms of corporate communication, this
strategy will prioritise trust-building, meaningful participation, and long-term community
support.
1. Applying Postmodernism to Community Engagement
Postmodernism in corporate communication promotes decentralisation, inclusivity, and
the acknowledgment of diverse voices and experiences. Given the socioeconomic and
cultural diversity in Mamelodi, a postmodern approach positions the community not as
passive beneficiaries, but as active collaborators in the mall's development.
To operationalise this approach:
Interactive Community Workshops will be held, providing platforms for
residents, youth organisations, local entrepreneurs, and civil society members to
express their expectations, ideas, and concerns.
The workshops will emphasise dialogue over monologue, allowing for two-way
communication and co-creation of the development’s goals and identity.
Visual and multilingual tools will be used to accommodate different literacy levels
and linguistic backgrounds, ensuring broad accessibility and participation.
This approach acknowledges the legitimacy of multiple realities and embraces the
complexity of community narratives, aligning with the postmodern rejection of single,
dominant viewpoints.
, I will acknowledge that multiple truths and realities exist in the community. For
instance, informal traders may have different expectations from formal
businesses. Therefore, a flexible and adaptable engagement strategy is
essential.
This inclusive approach ensures that the mall is not only economically viable but socially
accepted and rooted in local values.
2. Applying the Constitutive Role of Communication
The constitutive perspective sees communication not merely as a tool for information
transmission but as a process that creates relationships, shared meaning, and
organizational identity. Communication, in this view, constitutes reality and social
structures.
Using this approach:
I will facilitate dialogue sessions with local leaders, educators, religious
groups, and youth representatives to co-construct a shared vision for the mall.
Communication platforms such as community radio, WhatsApp groups,
Facebook community pages, and local newsletters will be used to ensure two-
way communication, where feedback is not only encouraged but visibly acted
upon.
For instance, if community members express a need for a library or youth center
within the mall, this feedback will be relayed to developers and considered in the
architectural planning stage.
This strategy will empower the community to see themselves as partners in the project
and foster a sense of ownership and accountability.
ASSIGNMENT 3 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 15 MAY 2025
,Question 1: Community Engagement Strategy for Mamelodi Mall Development
As the corporate communication professional at On the Ground Development, the
effective execution of the proposed Mamelodi Mall project relies on a strategic, inclusive
community engagement plan. Drawing on the webinar "Shopping centres – the epitome
of collaboration" and integrating postmodern communication theory, the constitutive
nature of communication, and the evolving paradigms of corporate communication, this
strategy will prioritise trust-building, meaningful participation, and long-term community
support.
1. Applying Postmodernism to Community Engagement
Postmodernism in corporate communication promotes decentralisation, inclusivity, and
the acknowledgment of diverse voices and experiences. Given the socioeconomic and
cultural diversity in Mamelodi, a postmodern approach positions the community not as
passive beneficiaries, but as active collaborators in the mall's development.
To operationalise this approach:
Interactive Community Workshops will be held, providing platforms for
residents, youth organisations, local entrepreneurs, and civil society members to
express their expectations, ideas, and concerns.
The workshops will emphasise dialogue over monologue, allowing for two-way
communication and co-creation of the development’s goals and identity.
Visual and multilingual tools will be used to accommodate different literacy levels
and linguistic backgrounds, ensuring broad accessibility and participation.
This approach acknowledges the legitimacy of multiple realities and embraces the
complexity of community narratives, aligning with the postmodern rejection of single,
dominant viewpoints.
, I will acknowledge that multiple truths and realities exist in the community. For
instance, informal traders may have different expectations from formal
businesses. Therefore, a flexible and adaptable engagement strategy is
essential.
This inclusive approach ensures that the mall is not only economically viable but socially
accepted and rooted in local values.
2. Applying the Constitutive Role of Communication
The constitutive perspective sees communication not merely as a tool for information
transmission but as a process that creates relationships, shared meaning, and
organizational identity. Communication, in this view, constitutes reality and social
structures.
Using this approach:
I will facilitate dialogue sessions with local leaders, educators, religious
groups, and youth representatives to co-construct a shared vision for the mall.
Communication platforms such as community radio, WhatsApp groups,
Facebook community pages, and local newsletters will be used to ensure two-
way communication, where feedback is not only encouraged but visibly acted
upon.
For instance, if community members express a need for a library or youth center
within the mall, this feedback will be relayed to developers and considered in the
architectural planning stage.
This strategy will empower the community to see themselves as partners in the project
and foster a sense of ownership and accountability.
