Navigating COVID-19 : non-government actors’ communication interventions in South Africa

Abstract

During the COVID-19 outbreak, diverse groups and organisations in South Africa played an important communicative role which, alongside the government, collectively mitigated the spread of the disease. A previous study that we undertook to assess government communication revealed that there were organisations, groups, and actors that addressed gaps in official messaging. In this article, we explore the ways in which these actors recognised gaps in government communication and stepped in both to draw attention to these gaps and to devise timely solutions. Seven representatives of four groupings were interviewed. The groups and actors were identified because the researchers became aware of their non-governmental communications efforts. Their insights were transcribed and thematically analysed. The findings showed that although the government, through its agencies and presidential addresses to the nation, made concerted efforts to provide relevant information to the entire population, these actors were quick to identify the communications lacunae and stepped in where there was lack of reach. They identified inadequacies such as: non-optimal use of communication channels, neglected languages, a lack of scientifically based information, and a lack of context-driven information. The findings highlight the complexity of the challenge of talking to a nation when the country’s communications landscape is complex, multilingual, and multi faceted.1