Abstract
This chapter presents the virtual community engagement within rural areas. The methodological implications of this chapter are drawn from empirical research conducted before and during the emergence of the COVID-19 pandemic in the rural areas of Makhado in South Africa. The chapter describes how virtual community engagement impacts communication issues such as social norms, culture, and respect for community leadership structures. Critical discourse analysis was employed to expose the problems of power, position, and dominance during virtual community engagement as a data generation method. Findings are based on technological and other contextual socio-cultural factors in rural communities. A mixture of both virtual and telephonic engagement is the most acceptable option to manage and minimize social injustice among marginalized groups. The chapter closes with recommendations on promoting the voices and rights of the marginalized or vulnerable groups when conducting virtual community engagement.
TopBackground
The definition of community engagement is highly contested. Scholars have struggled to locate one common definition of the concept of community engagement (Nkoana & Dichaba, 2016). Some of the reasons include the complexities related to the concept of community and engagement, the context and application of the activities in community engagement, and scholarly preferences in the choice and use of the concepts (Nkoana & Dichaba, 2016; Mtawa et al., 2016). Bidandi et al. (2022) defined community engagement as activities performed by universities to support or uplift communities from their needs. In this study, community engagement is a community-based process and practice characterized by a reciprocal, collaborative commitment to solving a common problem and sharing and exchanging knowledge. Higher education institutions are tasked with the three-pronged responsibilities of teaching, learning, research, and community engagement in their daily operations (Tshishonga, 2020). In most universities, community engagement as the third leg of operation has been trailing behind, particularly on the engagement of communities (Mtawa et al., 2016; Bidandi et al., 2022).
Key Terms in this Chapter
Community engagement: Is a community-based process and practice characterized by a reciprocal, collaborative commitment to solving a common problem and sharing and exchanging knowledge.
Rural Community: Is a group of people sharing common values, standards, and norms in place located outside modern development and characterized by poor access to services, and poor infrastructural development, such as electricity, water, and means of communication.
Virtual Community Engagement: Is a community engagement process that is undertaken through any social media platform, including the use of telephonic calls.
Marginalized Group: Is a group of people experiencing a condition or circumstance in life which prohibits their full participation or involvement in social, political, economic, and related developmental activities, leading to exclusions and inequalities.
Rural Leader: Is a recognized traditional or civic leader within the rural community.