Abstract

This study aimed at identifying the reality of the practice of corporate communication in the associative sector in Algeria, through an attempt to understand, extrapolate and interpret its exploratory and explanatory descriptive aspects, starting from conducting a comprehensive survey on Algerian national associations active in Souk Ahras, represented by fourty five (45) research leaders,( presidents of associations along with people in charge of communication), using a veriety of data collection tools: qualitative (participatory observation, exploratory interviews, qualitative level in content analysis) as well as quantitative (quantitative level in content analysis), and a standardized interview questionnaire within the framework of the mixed methodological approach in order to achieve the objectives of the study in all its stages, using the appropriate social survey method for this type of descriptive studies. Accordingly, this study is based in its approach to reality on the communicative approaches of three main theoretical approaches (social marketing, management by objectives, and situational perspectives) which employs them together to approach the subject of the study according to an integrated synthesis of knowledge and theory in the form of an analytical model designed by the researcher through the modeling process that goes in line with the ideas and statements of the systemic paradigm that views the institution (the association) as a system open to its internal and external as well as general environment in which the components and parts seek to achieve the common goal of the general coordination within the framework of an interactive process by activating and supporting communication efforts to achieve and mantain balance.
This study reached a set of results:
First – Regarding corporate communication processes of the associations studied:
The lack of the person in charge of communication for a large number of active national associations in the field of the study, and the absence of his primary role in a number of others, assigning him just to specific and limited tasks, Also, these associations did not seek much to develop their relations with the press in light of the media institutions’ lack of interest in publishing the news, valuesand objectives of these associations. As for assessing the level of characteristics of the rest of the elements of the corporate communication process for these associations active in the field of study (message, props, means, techniques and mechanisms, the target audience...etc.), is generally good. However, it varies from one association to another in terms of: selection, planning, implementation, evaluation, and straightening in accordance with the human and material capabilities of the association, its basic law, its objectives, the nature of its activity, the type of programmed activity, the social attitudes and the type of social valuesintended to be marketed.
Second - Concerning the objectives of corporate communication in the associative sector:
The national associations active in the field of study seek to achieve the most important goals of corporate communication in the associative sector, which are: introducing the association, striving towards achieving the socially responsible association and the citizenship association, and forming a positive mental image among its internal as well as external audience using the various strategies of corporate communication within the limits of the available human and material capabilityes. However, this endeavor in light of giving priority to the interest of one audience at the expense of another - as the study found - needs to work towards intensive activation to achieve these goals in the field through improving, supporting and strengthening the programs and communication efforts of each of these associations.

Third - obstacles to corporate communication in the associative sector (at the level of the associations studied):
Different and numerous are the obstacles to corporate communication in the associative sector of Souk Ahras. They vary between the financial obstacles such as: the absence of headquarters for many associations, and the lack and - sometimes - the total non-existence of resources and financial aid for the practice of associative activity, as well as organizational obstacles: mainly the weakness of the system of laws regulating the activities of associations in many aspects, not to mention the lack of specialists in communication, and the multiplicity of tasks which sometimes causes an organizational defect .In addition to the environmental obstacles, namingly the inadequacy of the majority of the social headquarters of these associations to practice various associative activities: preparation, coordination, implementation, follow-up, evaluation and straightening, not to mention the psychological obstacles: the withdrawal of citizens from the field of associative activity, and the lack of a culture of associative and voluntary work, which led the leaders of some associations to think about dissolving their activities.

- Keywords: the institutional association, the corporate communication in the associative sector, the identity of the association, the citizenship association, the image of the association.

Information

Item Type:	Thesis
Divisions:	» Faculty of Social Sciences and Humanities
ePrint ID:	2923
Date Deposited:	2022-03-14
Further Information:	Google Scholar
URI:	https://www.univ-soukahras.dz/en/publication/article/2923

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