The Role of Participatory Communication in Enhancing Members‟ Involvement In Organizations: A Case Of The African Women’s Development And Communication Network

Abstract

This study investigated the effects of the one-way communication versus the participatory communication approaches on members‟ involvement in organizations. It looked at the African Women‟s Development and Communication Network (FEMNET) as a membership organization facing difficulty in keeping members involved in its communication activities. The study was guided by Paulo Freire‟s liberation theory which is based on the fact that the only type of communication that leads to development is the one that facilitates dialogue between those involved in the communication process. The study used both qualitative and quantitative data collection methods. The sample was equal to the accessible population which was comprised of FEMNET members based in Nairobi. The findings of the study revealed that all respondents were inadequately involved in FEMNET communication process, as 25% said they were not involved at all and 75% said they were minimally involved but they kept on thinking they should do better. On the one hand, FEMNET‟s staff said they were doing their best to serve members and they wondered why members were not responsive. On the other hand, members said they were not involved in FEMNET‟s communication process and they felt FEMNET did not care enough about them, hence their lack of motivation. The findings of the study revealed that this problem is mostly caused by FEMNET‟s communication approaches. As a way forward, it recommends strategies that FEMNET should adopt in order to facilitate members‟ involvement in its communication process.