Towards linking normative theory,communication policy and audiences in South African communication research

Abstract

In this article the need to revisit South African normative media theory and communication policy against the background of fundamental audience research is emphasised. This is done in view of the postmodemist argument that ‘classic’ normative media theory is no longer suitable as a yardstick for the measurement of media performance, quality and ethics in postmodern societies, in a changing media landscape. Bearing in mind that South Africa cannot be fully characterised as a postmodernist and advanced capitalist society, but based on the nature of its First World media system functioning in a multi-cultural, multi-racial, multi-ethnic and multi-linguistic society, the tendency to see ubuntuism as a point of departure for such revision is questioned. This is done in favour of an approach in which difference and diversity are acknowledged, including the different roles the media can play and the different forms in which it can (and do) contribute to social responsibility. As far as policy research is concerned, it is emphasised that such research should be based on normative theory about the role of the media in South African society. If not, South African communication policy will continue to be fragmented and responsive to mainly technological developments and opportunities, instead of being based on communicative goals and needs. This article concludes by emphasising that both normative theory and policy should be based on fundamental audience research, which is argued to be neglected in South African communication research.     

Embedded journalism – more than a conflictreporting issue

Abstract

One of the outstanding features of the recent war in Iraq was the prominent media coverage given to so-called embedded journalists, that is, reporters travelling with, and under, the protection of coalition forces. This practice was severely criticised for compromising the independence of journalists. Editors nevertheless defended it on practical grounds. In this article it is argued that embedded journalism is part and parcel of the way South African media operate, albeit in a somewhat different form from what is prevalent in Iraq and that it includes far more than issues relating to conflict reporting. The issue of conflict of interests while gathering news is well documented and routinely addressed in handbooks on media ethics as well as ethical codes. But the South African media usually tend to shun open discussion of this and other ethical issues. Whatever the reason, the lack of debate on these and other media ethical issues prevents media users from seeing journalism for what it is: a value-laden activity more often than not determined by commercial considerations. These issues are addressed within the South African context and some pertinent questions are posed on the political and commercial embeddedness of journalists, that is, how conflict of interest permeates South African media. It is concluded that owners, managers and individual journalists all have some responsibility for the embeddedness of South African journalists. Given the focus on profits, it is suggested that the way forward would be for journalists to start speaking out and applying their specific ethical codes.     

The case for ‘face-time’ in a computer-mediated global economy

Abstract

The structuring of marketing and communication management within key organisations in South Africa is changing. These changes are affecting the relationship between marketing and communication practitioners, as well as the key tasks they are responsible for within the organisation. Globally, companies are downsizing, restructuring and eliminating hierarchy. This article investigates how key South African companies have responded to these changes, by looking at how the marketing and communication functions are structured within the organisation. Marketing and communication managers from top South African companies were interviewed telephonically. Findings from the study indicate that the two functions are progressively moving towards an integrated approach. However, a commonly agreed organisational structure is still not pervasive. Each organisation structured the marketing and communication functions differently, and various perspectives existed on the key tasks of both marketing and communication managers. From these findings, it is evident that the relationship between marketing and communication, as well as the role and tasks of marketing and communication managers, is still very diverse in the South African context.     

Introduction: South Africa's multiple languages in a shifting media environment

Abstract

The global South, as the collective for the peripheries of mainstream development is known, is often regarded as merely a beneficiary of Northern-borne notions in the field of organisational communication. The problem is that the Southern context and circumstance do not always mirror those of the North, meaning that these dominant, revered theories are not necessarily applicable. One Southern context is that of the South African mining and construction industries, which is seen as notoriously dangerous, plagued by various obstacles to internal organisational communication (such as illiteracy and diversity), and what Le Roux and Naudé (2009, 29) refer to as ‘historical baggage’. The research question of this article is whether congenital Northern communication theories can be adequately incorporated into the unique global South, in order to fulfil the important task of communicating safety information to employees. The article explores the appropriate implementation of the principles of the excellence theory, the stakeholder theory as well as the relationship management theory, and the research methodology includes interviews, focus groups and quantitative questionnaires at two organisations. The result of the empirical research is the amalgamation and reworking of these theories’ principles into a model for internal safety communication applicable to the South.     

The future of public service broadcasting in South Africa: the need to return to basic principles

Abstract

In this article it is argued that should the South African public service broadcaster, the South African Broadcasting Corporation (SABC), be expected to play a development and nation-building role in the South African society, as it is mandated to do, then policy makers should return to the basic principles underlying the philosophy of public service broadcasting. This needs to be done in a changed media environment characterised by privatisation, internationalisation and digitisation, all leading to increased competition and commercialisation. The argument is developed against the background of a discussion on (1) the reasons for the decline of public service broadcasting, (2) the ways in which public service broadcasters are responding, (3) an overview of the state of public service broadcasting in South Africa at the time of writing (April 2003), (4) a motivation for why South Africa needs a strong public service broadcaster and (5) what can be done to secure the future of public service broadcasting in South Africa. A return to the basic principles of public service broadcasting as the only way out, is suggested. This would require a complete revision of South African broadcasting policy.     

Steve Biko as existentialist communicator

Abstract

Despite ongoing interest and reflection on the work and ideas of Stephen Bantu Biko (1946–1977) in South Africa, no scholarly contribution from a communicological perspective has been published yet. While Biko regarded himself first and foremost as a freedom fighter who aimed to topple the apartheid regime, many regard him more as a philosopher – perhaps an ‘organising philosopher ’ or a sort of ‘social and political philosopher ’ as Sono (1993, 90ff.) puts it. More (2008, 64) goes further and argues that Biko, in his writings, displays a definite philosophical outlook, ‘an Africana existentialist preoccupation with “being-black-in-an-antiblack-world” and [a preoccupation with] questions of “black authenticity ” and “black liberation”’. The main aim of the article is to consider whether Biko as communicator makes human communication as a mode of existence come alive. Biko never addressed the problematic nature of human communication directly. The article concludes that Biko may be regarded as a foremost existentialist communicator during apartheid South Africa, and that his thoughts on meaningful and authentic existence remain relevant for confronting the vexing challenges facing contemporary South African communities.     

On the use of play theory in analyses of online public commentary

Abstract

The concept of play mediates between deliberation as a mode of reason and resistance as a mode of culture, thus opening a way to think about hostile comment (e.g., ‘flaming’) on online news forums as normal patterns of behaviour, instead of a departure from the received view of how citizens ought to consider matters of public interest. The play concept corresponds with current thinking around the notion of cultural citizenship. To illustrate the relevance of play theory in the analysis of online political discourse, this article uses an example from recent posts concerning the Protection of Information Bill (POIB) in the online site of the South African Mail & Guardian newspaper. The cogency of play theory to the concept of citizenship is argued through a discussion of how citizenship has been understood from the 1930s to the late 1980s and early 1990s, when the improved capacities of information and communications technologies (ICTs) made online deliberation a normal site for citizenship to be exercised.     

Racial appropriation in white expatriate South African discourses: Reading race on social club websites

Abstract

In South Africa the African moral philosophy ubuntuism is periodically raised as a framework for African normative media theory. At this stage, the ubuntu discourse cannot be described as a focused effort to develop a comprehensive theory on the basis of which media performance could be measured from ‘an African perspective’. It should rather be seen as an intellectual quest to rediscover and re-establish idealised values of traditional African culture(s) and traditional African communities. Yet, given South Africa's history of apartheid in which Christian nationalism was misused as a moral philosophy to mobilise a patriotic media in the service of volk (nationhood) and vaderland (fatherland), it is not too early to ask critical questions about ubuntuism as a possible framework for normative media theory. Such questioning is the purpose of this article. Against the background of postmodern and postcolonial perspectives on normative theory, questions related to the following are raised: the expediency of ubuntuism in the context of changed African cultural values, the distinctiveness of ubuntuism as an African moral philosophy, the vulnerability of moral philosophy to political misuse, ubuntuism in the context of the future of normative theory in a globalised world and changed media environment, and the implications of ubuntuism for journalism practice. It is concluded that ubuntuism may pose a threat to freedom of expression. Given the nature of contemporary South African society and its media system, the postmodern emphasis on diversity and pluralism as the cornerstone of future normative theory, is supported.     

Suid-Afrikaanse "alternatiewe" rolprente en die Suid-Afrikaanse sosio-politieke werklikheid. 'n Historiese,teoretiese en analitiese verkenning (Deel 1)

SUMMARY

The "alternative" film originated in South Africa because people or groups outside the apartheid establishment were unable to communicate through existing mass media structures, and their own communication channel had to be established.

The key question addressed in this article is whether the "alternative" South African film actually succeeds in making a contribution, on an intercultural level of communication, to the socio-political reality of South African society, and to what extent the film as communication medium succeeds in establishing positive intercultural communication? A study of four films is undertaken, according to Pieter J. Fourie's theoretical model (1983), whereby the content and shaping aspects of film images are examined from a contextual as well as an analytical point of view.

The value of the "alternative" film lies in the fact that the South African reality is seen from the perspective of the "black" or "coloured" person. For many years "whites", on account of their ethnocentric attitude and the absolutization of their values and norms, were never really aware of other race groups' values and norms, and were not interested in how these people experienced reality. In this regard the "alternative" film has a dual function significant to intercultural communication: on the one hand it offers self-expression – an important principle and starting point for intercultural communication – to people outside the apartheid establishment, and on the other hand, it gives whites within this establishment the opportunity to become acquainted with the worlds of other cultural and ideological groups.

If the South African film wants to present a model for reality, it will have to take into account the complexity of multicultural diversity without absolutizing certain people's cultural values and ideological perspectives. Communication should rather take the form of "dialogue".     

Web-based communication: the need for more valuable on-line information

Abstract

Numerous studies about the Internet have already been conducted or are in the process of being conducted. However, after several years there still is no clear understanding of what form Web-based or on-line communication should take to make it really valuable to the consumer.

The contribution of this article is its attempt to address the current contents of Web-based communication and to provide some ideas with regard to the shortcomings in this regard. It addresses the impact of the Internet on the South African society, the Internet as a new communication medium as well as its effect on organisational communication. It also argues that an on-line presence is no longer enough and that online customers want more value in terms of their online experience.

Although Web-based communication has become an integral part of many organisational practices, traditional communication channels or media will not necessarily become obsolete. The Internet is a new communication medium with much potential and can eliminate problems associated with traditional media and channels.

Web-based communication has become a powerful new means of communication in South Africa. Information has become more accessible, more affordable as well as more manageable to both individuals and organisations and has in the process also empowered South African society with more knowledge. However, new technologies are not only concerned with the availability of new communication channels, but also with the development of new credible communication messages for successful communication.

Web-based communication is a more complex task and requires a much more skillful approach to be successful than is the general belief among communication practitioners. After the initial rush to obtain an on-line organisational presence, organisations are currently concerned with the effective integration of the Internet into their traditional marketing communication mix. Marketers, public relations practitioners and advertisers today benefit from the advantages of Web-based communication in conjunction with traditional media. However, even though it is clear that the Internet has an impact on organisational communication (integration), it is less obvious what form on-line information should take to make it really valuable to the consumer.     

ESP as a means of communication

SUMMARY

Although the obstacles to communication and cooperation between the widely divergent groups in South Africa is formidable, there is a genuine desire to live together peacefully in our common fatherland.

Intercultural contact in the South African labour situation is a very complex phenomenon but is important because this is virtually the only area of South African society in which Black and White in particular, come into close contact with one another.

Typical intercultural problem areas in the organisation are: cultural differences, differing circumstances of life, system defects and grievances, high potential for conflict, and other communication stumbling blocks.

The essential conditions for intercultural communication are availability, willingness and purpose, to which the following aspects can be added: continuing communication; creation of common ground; adoption of the right attitude and creation of trust; visualisation of a common purpose; knowledge of the other, knowledge of the other's language; training; use of the right communication channels; knowing how to deal with trade unions, work committees, etc.; good supervision; consideration of unique needs and expectations; and other hints, most of which have basically to do with sensitivity and just good manners.

South Africans have to cope with unique challenges and therefore will have to envisage and develop an indigenous South African organisational style in which the best both cultures have to offer, are accommodated.     

CTS and normativity: the essentials of preemptive counter-terrorism interventions

This article critically assesses calls for “normativity” in counter-radicalisation and counter-extremism, and suggests that aligning with hegemonic narratives about securing the “pre-crime” space is problematic in a context of emancipation. Utilising interviews with a number of Prevent officials (including Channel “de-radicalisation” mentors), the article argues that when any counter-radicalisation regime is implemented, two traits are necessarily inherent: identity construction, and “concerned concern”, both of which are based on subjective speculation about an individual’s future intent. Identity construction in preemptive counter-terrorism works through prejudiced human imagination in order to normalise perceived and “risky” divergence, but which is mired in contradictions precisely because practitioners interpret risk (and therefore divergence) differently. Concerned concern is a paradoxical constitution both of support for and protection against individuals. Ultimately, in exploring these two concepts, the article critically engages with the notion that Prevent is “just another safeguarding duty”. Building on earlier critical terrorism scholarship, this discussion shows how worst-case logics apparent in national discourse are largely absent at the point of implementation, yet pejorative identity-construction and some suspicion (no matter how banalised) are implicit in any risk-managing scheme in a counter-terrorism context. These qualities are incompatible with an emancipatory agenda.     

Normative media theory in the digital media landscape: from media ethics to ethical communication

In this article it is postulated that normative media theory has lost its heuristic value in the new digital media landscape with its ensuing mediatisation of life, society and the world. The reason for this is that normative media theory is based on the principles of media ethics which are mainly concerned with journalism. In the new media landscape the media involves far more than journalism and journalism as the cognitive paradigm for current thinking about media. The media has infiltrated almost every aspect of human communication, it is omnipresent and pervasive. For this reason the principles of ethical communication instead of media ethics are proposed as being more appropriate for normative media theory. This proposition is expanded in the rest of the article with a discussion of “traditional” normative theory as a yardstick for the measurement of ethical media practice and performance against the appropriateness and applicability of “traditional” normative theory in the digital media landscape. Outstanding features of the new media landscape, including the move from mass communication to network communication, and the emphasis on interactivity and interconnectivity contributing to the conversion of the media user into a media producer, are discussed, and presented as a motivation for the proposition to move from media ethics to communication ethics as the epistemological foundation of “new” normative theory.     

Penetrating Trauma: Representing Rape in the Historical Drama Series Feast of the Uninvited

ABSTRACT

In the drama series Feast of the Uninvited, director Katinka Heyns portrays some of the pain and trauma experienced by families during the South African War (also known as the Anglo-Boer War). Within the storyline, the character of Magrieta Van Wyk is raped by a Boer man. This is one of the first physical “on screen” representations of rape in an Afrikaans television production, and because of this, the MNET series ignited a lot of controversy among audiences. Through this representation, Heyns challenges the traditional notion of the “pure and heroic” Boer hero that has become a well-known archetype within films and drama series set against this time period. While witnessing Magrieta’s rape on screen, we only later find out that the black housemaid Siena was also raped in a concentration camp reserved for black women and children. It is one of the first audio-visual case studies that mention black women’s suffering during this war, but it is still only given a brief glance. The author concludes that the collaborative effort of Heyns and cinematographer Koos Roets, combined with powerful performances, recreates the harshness of the South African War, and more specifically the traumatic experiences of women during this war.     

The enactment of the counter-terrorism “Prevent duty” in British schools and colleges: beyond reluctant accommodation or straightforward policy acceptance

ABSTRACT

When Britain imposed the “Prevent duty”, a legal duty on education, health and social welfare organisations to report concerns about individuals identified as at-risk of radicalisation, critics argued it would accentuate the stigmatisation of Muslim communities, “chill” free speech, and exacerbate societal securitisation. Based on 70 interviews with educational professionals and a national online survey (n = 225), this article examines their perceptions of how the duty has played out in practice. It then provides an explanation for why, contrary to expectations, not only has overt professional opposition been limited, but there has been some evidence of positive acceptance. It is argued that these findings neither simply reflect reluctant policy accommodation nor do they simply reflect straightforward policy acceptance, but rather they comprise the outcome of multi-level processes of policy narration, enactment and adaptation. Three processes are identified as being of particular importance in shaping education professionals’ engagement with the duty: the construction of radicalisation as a significant societal, institutional and personal risk; the construction of continuity between the Prevent duty and existing professional practices; and the responsibilisation of first-line professionals. The conclusion reflects on the wider public and policy implications of these findings.     

The concept of ‘respect’ in African culture in the context of journalism practice: An Afrocentric intervention

Abstract

For decades, since the debate about the role of the media in post-colonial Africa emerged, a distorted interpretation of the meaning of ‘respect’ in the African cultural context has persisted in academic discourse to the present day. The distorted view suggests that according to traditional African beliefs it is disrespectful to criticise authoritative figures. On this basis, in some African countries journalism students have opposed criticism of heads of states, arguing that it is un-African to do so. On the other hand, journalism academics and practitioners have condemned and dismissed the concept of ‘respect’ in African culture as undemocratic and inimical to the role of journalism as a tool for democracy. This article argues that a critical examination of the concept of ‘respect’ in the African cultural context reveals that historically, in traditional Africa, ‘respect’ was not equated to obsequiousness by the citizens in their encounter with power. Sycophancy and submission in the face of power were invoked in the name of a falsified version of African culture by postcolonial power-hungry dictators, who sought to entrench themselves by distorting African culture for self-serving purposes.     

Traumata on Screen: Cinematic Views from Southern Africa

ABSTRACT

This special themed issue of Communicatio explores the profound transformation of the political, cultural and intellectual contours of Africa from the vantage point of African film and grounded within the theoretical and epistemological discourses of trauma studies, memory studies, postcolonial studies, and decolonial studies. The contributors are particularly interested in exploring the relational flows between African cinematic works and the social and imaginary circumstances of their production, engagement and representation. Through an explication of the screen and viewing cultures from Africa, this themed issue wishes to make three contributions. The first is to the already established but on-going scholarly work of trauma studies, but specifically from an African, cinematic vantage point. The second contribution is to the theoretical body of work on African cinema (and in this context, “cinematic” includes both film/television). And the last contribution is to the emerging view that culture is a “two-way street,” to put it colloquially: a reversal of the dominant “Western” direction of culture, with an emphasis on different tones of social values and contexts, that have been marginalised in mainstream popular culture discourses.     

A postmodern critique of public relations theory and practice

ABSTRACT

Public relations is defined as the management of communication. However, the theory and practice of public relations are based on a modernist understanding of organisation. Alternative perspectives on the societal and organisational role of public relations are limited. This article explores the contribution of a postmodern critique of public relations, and the differences between modernism and postmodernism, particularly in organisational context. The current debate between critical theory and postmodern critique is also reviewed. Postmodernism is particularly critical of the public relations focus on strategy and management. It rejects the manager as a rational being who has the ability to determine organisational outcomes through strategies, which are viewed as discursive techniques used to enhance the power of some corporate actors. Modern public relations is a hegemonic practice that interpellates practitioners into the system to legitimise the perspectives and actions of corporate managers as objective knowledge, particularly through discursive practices in organisational media. Finally, the media relations role of public relations is critiqued for its creation of a hyperreality that leads to the creation of a hypercivilisation that has no factual existence. This article concludes with suggestions for a postmodern research agenda and defends the simultaneous use of critical and postmodern theory.     

The practice of burden sharing in European crisis management operations

ABSTRACT

If a European organisation decides to deploy a military force in Mali or a police mission in Afghanistan, member states probably believe that collective security is a public good that benefits them all. But who will lead the mission? Who will staff it? Who will pay for it? Who will risk casualties? While rational-choice theorists expect little burden sharing, constructivists expect a great deal more insofar as normative pressures are brought to bear on governments. The problem is that it is hard to find countries that systematically eschew their responsibilities or, contrariwise, systematically contribute their fair share out of a sense of moral obligation. In this article, we analyse burden sharing as an anchoring practice, shedding light on the social logic of burden sharing rather than abstract interests or norms. Established after the end of the Second World War, the field of European security has given birth to a “community of security practice” around the more or less routine task of determining national contributions to crisis management operations. Based on interviews with practitioners from the UK, France, Germany, Norway and Ireland, we analyse the impact of intersubjectivity, power and strategic culture on the practice of burden sharing.     

The story of the larger grain borer: Communicating Science to Rural Communities

Abstract

Although the democratisation of science was prioritised after the South African democratic elections of 1994, thus, promoting dialogue, transparency and consultation, communication with rural communities remains a challenge in South Africa. Because of the diverse cultural landscape of the country, aspects such as language, traditions and poverty impact significantly on the facilitation of communication and the dissemination of information, particularly in rural communities.

The South African government's quest to build a better future for all South Africans places renewed emphasis on the role of ‘development’ and the use of communication to meet the future challenges of ‘development for all’.

The purpose of this article is, firstly, to explore the development communication media used in the community awareness programme of the National Department of Agriculture of South Africa in the town of Makutu, Mpumalanga Province, and, secondly, to investigate and offer an assessment of the communication approach followed by the National Department of Agriculture. In this article the scene is set with a brief overview of development communication models and a discussion of different types of media and methods available for communicating with rural communities. A case study on an awareness project launched by the National Department of Agriculture is presented and the article concludes with an assessment of the case study against the theoretical overview presented in the first section of this article to determine the communication approach followed, and communication media and methods used.

A case study on The Larger Grain Borer (LGB), a quarantine insect pest of maize that has left a path of destruction through Africa, forms the basis of this article. The Directorate: Plant Health and Quality of the National Department of Agriculture of South Africa initiated this awareness project to empower farmers through awareness and education to prevent the spread, and to manage the impact, of the pest. It is believed that the key to rural food security lies in the country's ability to effectively disseminate information to rural communities.