A changing approach to social responsibility: A historic-normative case study of the North-West University (Potchefstroom Campus)
E.M. Kloppers; J.D. Froneman
Skool vir Kommunikasiestudies, Potchefstroomkampus, Noordwes-Universiteit, Potchefstroom. E-pos: Elbe.Kloppers@nwu.ac.za, JD.Froneman@nwu.ac.za
Die voormalige Potchefstroomse Universiteit vir Christelike Hoër Onderwys (PU vir CHO) het oor etlike dekades heen korporatiewe sosiale verantwoordelikheidsprogramme (KSV) in sy omgewing as 'n regstreekse uitvloeisel van sy Christelike karakter bedryf. Met die PU vir CHO se samesmelting in 2003 om die Noordwes-Universiteit (NWU) te word in 2004, (waarby die PU vir CHO ingelyf is), het die programme op die Potchefstroomkampus van die NWU voortgegaan, maar nou nie meer gegrond op sy Christelike karakter nie. Die nuwe universiteit het wel 'n "waardegedrewe" benadering aanvaar. Hierdie normatiewe verandering asook die veranderende posisionering van sosiale verantwoordelikheid deur die Universiteit word in hierdie artikel nagespeur.
Daar is bevind dat die normatiewe uitgangspunte van die NWU nog glashelder aan sy gemeenskapsaktiwiteite gekoppel moet word. Verder word geargumenteer dat die formele KSV-aktiwiteite duidelik van normale kerntake en studente-aktiwiteite onderskei moet word, én dat die hoogs problematiese ineenvloeiing van winsgenererende aktiwiteite en gemeenskaps-projekte ontrafel moet word. Die bydrae van borge moet te alle tye duidelik gestel word.
Gelukkig blyk dit uit ontwikkelings laat in 2008 dat sommige van die belangrikste probleemareas wel aandag geniet en 'n nuwe benadering tot gemeenskapsbetrokkenheid sy beslag kry. Daardeur sal die NWU potensieel reg laat geskied aan sowel die regering se beskouing van KSV asook die NWU se sogenaamde doenwaardes én sy steeds ontwikkelende filosofie van "gemeenskapsverbintenis".
Kernbegrippe: korporatiewe sosiale verantwoordelikheid; Noordwes-Universiteit; Potchefstroomse Universiteit vir Christelike Hoër Onderwys
As a direct consequence of its Christian character, the former Potchefstroom University for Christian Higher Education (PU for CHE) engaged in local corporate responsibility programmes for a number of decades. When the PU for CHE was merged at the end of 2003 to become the North-West University (NWU) (including the PU for CHE) which emerged in 2004, these programmes continued at the Potchefstroom Campus, but were stripped of their Christian grounding. Now the University has a "value-driven" approach. This article tracks the changes to the normative character as well as the continued changes to the university's position on social responsibility.
It was found that the North-West University's normative points of departure have yet to be linked clearly to its community activities, and that formal corporate social responsibility (CSR) activities must be clearly differentiated from normal university business as well as student activities such as rag. It is argued that the problematic overlapping of profit-generating activities should be distinguished from all CSR programmes and the contribution of sponsors disclosed at all times.
Developments late in 2008 seemed to indicate that some of the most important problem areas be addressed when a new approach to "community engagement" is fleshed out. This could result in the NWU achieving the CSR goals set by both government and the University itself regarding its so-called do-values and developing a guiding philosophy on "community engagement".
Key concepts: Corporate social responsibility; North-West University; Potchefstroom University for Christian Higher Education
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