International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue II, February 2021 | ISSN 2454–6186

Effectiveness of Grapevine as a Communication Strategy in Tertiary Administration in the dynamic world of social media: COVID-19 PANDEMIC

Noreen Sarai, Tatenda Trust Gotora
Computer Science, Midlands State University, Gweru, Zimbabwe

ABSTRACT:- Nowadays, technology has led to cheap and easy communication through use of various social media platforms. Traditionally grapevine was communicated from one person to another directly without any media in between. The rate of transmission of information by grapevine has increased significantly due to social media. This paper seeks to find the effectiveness of grapevine as a communication strategy in tertiary administration operating during the COVID-19 pandemic. A case study was done within the department of Computer Science at a state university in Zimbabwe. Information which got to employees and students from management in a structured manner was compared to that which got to employees and students through grapevine. The information was obtained through document analysis and interviews. This information was analysed and the effectiveness of grapevine was deduced.
The effectiveness of communicating through grapevine was measured in terms of the information being able to be accessed, its clarity level, the level of distortion, rate of transmission from sender to receiver and whether there was a two way communication.

Key Terms: Grapevine, Communication, Information, Portal, Social Media, Administration

I. Introduction

Social networking on social media websites involves the use of the internet to connect users with their friends, family and acquaintances according to the Australian Communications Consumer Action Network (2019). Social media websites are not always about meeting new people online, although this does happen in some instances. Instead, they are primarily about linking with friends, family and acquaintances you already know. Patil (2017) talked about grapevine communications as being an informal workplace dialogues in their purest form. It is characterized by conversations between employees/subordinates and superiors that do not follow any prescribed structure, procedure or rule-based system. Usually at tertiary institutions there is always a proper structure used in terms of communication as the administration itself is setup on a formal structure which also demarcates that administration structure in terms of decision making. The department’s chairperson reports to Dean who is reports to Vice Chancellor directly. This paper deduced whether grapevine communication in tertiary administration is an effective tool.