Positioning independent community media: Findings from a case study of six small South African newspapers

Abstract

This article brings defining aspects of ‘community media’ – as proposed by a group of media stakeholders – into dialogue with research findings from a study on small ‘independent media’. One significant difference between the two media sectors is that the former is usually understood as being driven by commune-style ownership and community control, and the latter by private ownership and profit-driven control. We argue that perceptions constructed by this difference potentially marginalise small independent media organisations. It may compromise their access to funding as well as obscure how, and how much, they contribute to their communities. We find that the six South African small independent newspapers in this research meet defining criteria for ‘community media’. Research findings on issues such as social responsibility, participatory democracy, media diversity and the generation of skills and wealth demonstrate how the principles and practices of the two media sectors overlap. So we propose ‘independent community media’ as a more inclusive and appropriate concept and term for small community-oriented publications, irrespective of their ownership profiles or relationship to profit. Independence is also examined – particularly how the newspapers balance editorial independence with outside control: this reveals inequitable practices currently threatening some newspapers’ survival and success.     

Communication strategy for community development: a case study of the Heifer project – South Africa

ABSTRACT

The objective of this qualitative pilot study was to develop a model to be used by a development agency in formulating communication strategy for community development, providing direction to development communication (DC) specialists/facilitators to play a more strategic role in the development process. Based on the findings of a literature study on communication strategy for development, as well as a case study on The Heifer Project – South Africa, the researchers suggest that an existing model for developing corporate communication strategy (Steyn 2000a) can be used for this purpose.

A major insight that emerged from the study was that the existing model for developing corporate communication strategy might also be applied in another context (with slight adaptations in terminology), namely to formulate ‘corporate’ communication strategy for the community/action group involved in the development project – more aptly to be called ‘development’ communication strategy. Such a strategy would make the participatory approach to development, and especially the participatory communication approach, even more ‘participatory’, since the strategic information on issues and stakeholders will be provided by the community and its designated communicator(s) themselves.     

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.     

THE PROOF IS IN THE PUDDING: (RE)CONSIDERING THE EXCELLENCE OF ACTIVISM IN THE SOUTH AFRICAN MINING INDUSTRY

ABSTRACT

One of the greatest changes organisations in South Africa experienced through the country's democratisation is the introduction of ‘legitimate’ activism in organisational settings. Organisational communication literature – specifically as manifest in the excellence theory – compounded this through views on the potentially positive impact activism could have on organisations by ‘pushing’ them beyond equilibrium to a state of dynamic equilibrium – mediated through strategic and effectual communication. This view, however, is somewhat fouled by occurrences such as those at Marikana, and concomitant strikes in the country's platinum industry, which have held the economy ‘captive’ in various ways. Organisations – especially the mining industry – need to ask ‘How much activism is too much activism?’ and organisational communication practitioners need to introspectively consider whether this theoretical contribution should not perhaps have come with greater guidance in terms of the chary (if not restrained) implementation of this potentially positive, yet almost insidiously dangerous, communicative feature. this article aims to explore activism in the mining industry of South Africa, specifically from the vantage points of industry heads, as it concerns the changed communicative landscape in this industry post-marikana. to this end, the article will report on seven qualitative, semi- structured interviews – along with existing literature on the topic – as it offers up six considerations in applying the aspect of excellence and ‘positive activism’ within organisations in South Africa's mining industry.     

Media,globalisation and culture: issues and trends

Abstract

This article addresses some of the trends and issues as they relate to media and cultural globalisation. Grounded in a fundamental cultural perspective, the problematic of international communication is framed in different views of ‘local culture’, ‘cultural identity’ and ‘processes of cultural mixing’. In the end, a research framework for the study of cultural globalisation/localisation is outlined. The framework captures the issue of hybridised cultural products from a people centred perspective.     

A theoretical framework for the online consumer response process The article is based on Janette Hanekom's Master's dissertation entitled A theoretical framework for the online consumer response process,Department of Communication Science,Unisa, April 2007.

Abstract

This article describes the foundation and development of a theoretical framework for the online consumer response process. It is based on theoretical criteria for web-based commercial communication and the online consumer response process. Central to this article is the development of the concept of web-based commercial communication. This includes all advertising, marketing communication, public relations and promotional messages on the World Wide Web which are intended to move the consumer through certain response phases to the point of purchasing or proceeding to any other type of action; the identification of the marketing communication paradigm shift from offline to online; and the comparison between online and traditional mass media audience characteristics. A theoretical conceptualisation of the online consumer response process is undertaken and an analysis of consumer response models and the theory of the general consumer response process is performed. This article is a theoretical exploration of the phenomenon of ‘online consumer response’ and the proposed theoretical framework is intended to address the dearth of literature on the topic.     

Kommunikasiekunde aan die Potchefstroomse Universiteit vir C.H.O.

SUMMARY

This case study tracks the process of the establishment of a community radio station in the Zululand area of KwaZulu-Natal, an area which is characterised by the vastly different levels of development of its constituent communities. Survey work, establishing the patterns of attention to existing media, and the question of the establishment of a community station to satisfy community communication needs are discussed. The role of the station in the areas of local governance, economic development, media training, public relations and industrial relations and language policy are examined. The findings of a survey investigating listeners' responses to the station's language policy, subsequent to the station going on the air, are also discussed.     

Security,subjectivity and space in postcolonial Europe: Muslims in the diaspora

Abstract

In this article, we call into question the assumptions that undergird conceptions of boundary, territory, community and ethno-cultural belonging in the constitution of European security. Both the term ‘human security’ as defined by development and human rights scholars and ‘securitisation’ as conceptualised by critical security studies concern the socio-psychological aspects of security. Yet, few attempts have been made to seriously discuss the psychological effects of securitisation on subjectivity and space. There is, as we will argue, a tendency in much literature to use concepts of ‘existential security’, ‘fear’, ‘needs’ and the ‘politics of belonging’ – obviously connected to the human mind and individual emotionality – without much space being devoted to the investigation of these concepts in terms of socio-psychological processes. We intend to fill this gap by discussing security and securitisation in terms of the psychology of subjectivity and space among young Muslims in Europe. Our principal argument is that through openness to the political psychology of subjectivity and space, and the (de)securitisation of both, we are able to develop more adequate maps of the European experience of danger and opportunity.     

Understanding university student media preferences through the discourses of ‘realism’ and ‘quality’

Abstract

This article examines two of the explanatory discourses most often used by the youth in explaining their preferences for local or global media – those of ‘realism’ and ‘quality’. The article explores the ‘empiricist’ understanding of realism which seeks a correspondence, at a denotative level, between the ‘realities’ internal and external to the text, and argues that a desire for this correspondence, explains the youth's preference for local productions. However, the article also argues that ironically, in many instances, it is global, rather than local productions which most adequately reflect local lived conditions. The article also explores how many students' preference for global media is premised on the perceived superior ‘quality’ (understood in terms of production techniques) and that the discourse of ‘quality’ is one often used by South African media producers to explain the relatively poor state of the local film and television industries. Finally, the article highlights that an attraction to the ‘quality’ of American productions often coexists with a profound anti-Americanism.     

Participatory small-group communication as a medium for information campaigns in KwaZulu-Natal

ABSTRACT

The paradigm shift from top-down to participatory development has serious communication implications. Instead of using the mass media (especially radio) to carry development messages, the use of face-to-face communication is implied. This approach gives communities the opportunity to enter into a dialogue with the development facilitator, resulting in a co-ownership of development, which is believed to lead to sustainable development. This case study shows that small group communication is preferable to radio in carrying development messages – a preference stemming from the dialogical nature of small-group communication. Small-group discussions or workshops should be facilitated by knowledgeable people on the development topic under discussion. It was also found that the more rural and lower the formal school education level of the respondents in this region, the higher they valued face-to-face communication. This case study also indicates that the composition of small groups for discussion sessions should be according to the gender divide and to a lesser extent according to age groups. Younger and older males prefer to be grouped separately, whilst the age divide plays a lesser role in the female groups in this region.     

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.     

Pseudo-communication and the return of the sophist: Thank you for smoking,at first sight

Abstract

The present era is one of pseudo-communication and overwhelming relativism, where, at best, the ability to persuade one's opponents or a potential audience of the ‘rightness’ (as opposed to the communicable ‘truth’) of one's position, is all important. A closer look at the recent film, Thank you for smoking, shows it to be a stalking horse for precisely this kind of pseudo-communication and relativism, and an all the more successful one in light of its rhetorical sophistication and entertainment value. However, this is no reason to give up on the old-fashioned notion of communication (or ‘truth’), even if one has to reject the illusion – so long entertained by Western philosophy – of unambiguously clear communication of the ‘truth’ in any univocal or absolute sense. Through an analysis of the film in question an attempt is made here to demonstrate that it is a supremely persuasive piece of sophistry in the sense that Plato gave to the term, but that today (given what one has learned from the post-structuralist thinkers), instead of rejecting it on this basis, one should appropriate its lessons in rhetoric and turn it against itself, showing how a complex notion of communication and ‘truth’ of a certain kind may be uncovered in its interstitial rhetorical spaces. This is of particular importance to South Africa, given the fact that ‘persuasive communication’ forms part of curricula in communication studies. The paper aims to show how short sighted the unqualified emphasis on ‘persuasion’ is, especially in South Africa.     

Communication policies,good governance and development journalism

Abstract

This article tries to problematise the link between communication, governance and development. The critical importance of a free and balanced flow of information to an engaged and active civil society, through an independent media and transparent government, has long been acknowledged. Communication plays a pivotal role in improving governance in developing countries.

The article assesses different communication strategies for the implementation of sustainable development. It distinguishes between short-term and long-term objectives in view of the Millennium Development Goals and new challenges such as globalisation, ICTs and liberalisation. In order to assess this in a more applied way, the article briefly outlines a set of media performance indicators, developed by UNESCO, and refers to recent events in Kenya to argue in favour of a communication for development perspective which focuses on the self-development of local communities. The basic assumption is that there are no countries or communities that function completely autonomously, and that are completely self-sufficient, nor are there any nations whose development is exclusively determined by external factors. Every society and community is dependent in one way or another, both in form and in degree.     

Media and tutor-learner interaction in distance education

SUMMARY

Technological developments in recent years have provided greater scope in the selection and combination of media for presenting courses in distance education. This article explores the uses and limitations of a number of ‘old’ and ‘new’ media in distance education from the perspective of their educational and communication advantages. The main emphasis is not on technological developments, but on the potential of various media to create a greater degree of interaction between tutor and student than has previously been possible through traditional media such as print and audio-visual media.     

Using the personal influence model to guide theory building for participatory communication in Africa

Abstract

This article argues that the personal influence model (PIM) be used strategically to resolve conflicts and social crises in Africa. It presents PIM as a complementary, analytic discourse to participatory communication, a development paradigm commonly used globally in a variety of social programs. That discourse, as a framework for theory building, is grounded in Africa's emerging and enduring realities: (a) the growing interest of the international community to assist Africa to meet the U.N. Millennium Development Goals, whose focus is to reduce extreme poverty by 2015; (b) the ephemeral nature of Africa's political and social stability that necessitates reducing fear, improving community security, nurturing public trust, and building inter-group relationships, all as preconditions for attaining social development, and for using a community-agency- contracts-partnerships approach to deliver development services; and (c) the palpable congruence of PIM with Africa's extensive social networks, which are typically used as communication tools for social development. Those realities guide four propositions that serve as a heuristic template for testing and refining the participatory approach, thereby guiding theory building in participatory communication in African communities. That template identifies an expansive three-concept research agenda – culture, community governance and rule of law, and economic freedom – that raises questions, defines concepts, measures key variables, and assesses outcomes.     

Communication or information: excellence in which one?

ABSTRACT

Communication conditions the fate of people about and for whom the outcomes arise. The challenge to scholars, practitioners and policy makers is for excellence in the practice of communication. The question which arises is whether this excellence is about efficiency or effectiveness. Towards unravelling this question, two media theoretical notions of communication and information are examined. Though mutually related, the two basic notions are nevertheless different. This article argues that the interchangeable regard and use of these notions by many scholars, practitioners and policy makers is the reason for communication's little apparent impact on improving the developing communities' social and economic conditions despite the accelerated pace, tempo and volume of information technology. The paper rationally situates this argument within the field of development and the role therein of ‘communication’ with reference to the development performance of generally the Third World, and Africa particularly, over the last three decades. Upon this argument, the article suggests a communication paradigm of reversals and practical diversities as a contribution towards excellence in communication. Only when messages sent really begin to speak to the intended audiences and form the basis of intervention can there be excellence in communication.     

Fleetingness and media-ted existence. From Kierkegaard on the newspaper to Broderick on the Internet

Abstract

Increasingly, the modern world is ‘on speed’. Technology has, since the invention of the Gutenberg press, facilitated the ever more rapid, more widespread dispersal of information. The latest in the line of the mass information media, which runs from the book and newspaper through radio and television, is the Internet, a medium for which speed is measured in milliseconds, and for which the phrase ‘virtual reality’, or, more compact, ‘virtuality’, has thus been coined. Speed, however, relates not only to the dissemination of information, but also to its endurance: the quicker the medium, the more fleeting the presence of, and the more transitory one's encounter with a message. This brevity of encounter seems to some extent to run, phenomenologically, along with the range of the particular mass medium: the wider its reach, the quicker too the departure of its contents. In this sense, bigger is faster – though not necessarily with greater meaning, truth or integrity. Invasiveness and validity are not necessary corollaries. The power of the mass media lies in scope, rather than in depth. The existential impact this has on humans living in a world increasingly dominated by such mass media, has not passed by unnoticed. Some of the analyses are highlighted in this contribution, with some continued implications for living authentically in a media-ted world indicated.     

International news as a reflection of cosmopolitan ideology: Coverage of the Ivorian crisis by CNN and the BBC

Abstract

International news discourse is often framed with ideological underpinnings. Ideology as a system of ideas or beliefs or ways of thinking not only helps, defines and explains, but also makes value judgements about that world (Croteau 2012; Van Dijk 1995). The author 's aim was to find out to what extent international news discourse reflects a cosmopolitanist ideology. The article looks at the extent to which the discourse of international news meets Tomlinson's (1999) postulation that cosmopolitanism should involve an intellectual and aesthetic stance of ‘openness’ towards people, places and different cultures – especially those from different ‘nations’. Using framing theory and critical discourse analysis as the theoretical basis for examining international news, the aim is to determine whether international news encourages or discourages a cosmopolitanist outlook during periods of political crisis. The author argues that Western media reportage on events in Ivory Coast to a large extent reflected a cosmopolitanist outlook.     

The meaning of post-apartheid Zulu media

Abstract

This article explores the relationship between certain South African media corporations, growing post-apartheid Zulu media platforms, the size and diversity of Zulu-speaking media consumers, and the historical socio-cultural construction of ‘Zuluness’. This relationship, this author observes, manifests largely through media corporations’ increasing recognition of Zulu people's pride in Zulu (i.e. the language) and ‘Zuluness’ – all of which are historical products of various forms of socialisation. Coopting this pride, profit-driven media corporations are commodifying Zulu and ‘Zuluness’. This commodification via the establishment of Zulu media outlets is paradoxical: 1) it is a transformation of a public and open Zulu cultural sense of ‘being’ into institutionally determined commodities exchangeable for revenue, for the ultimate benefit of media owners other than the masses of Zulus themselves; 2) it is a form of commoditisation that gives Zulu a linguistic profile that has historically been accorded only to English and Afrikaans. This article's argument is further briefly articulated through various intellectual frames: Graham Murdoch and Peter Golding's conceptualisation of critical political economy of communications and culture (2005); John and Jean Comaroff's anthropological analysis of commercialisation of ethnicity (2009); and, for South African specificity and precedent, through Herman Wasserman's reading of Afrikaans media corporations’ commercialisation of Afrikaans language and identity. Then the question is: What does the explored relationship mean for South Africa's multilingualism?     

Mass media advertisements: Responses to selected advertisements in semi-urban Limpopo

Abstract

This article developed from pilot research in a coursework Master's module in African Languages into combined outcomes of persuasive messages and visual literacy based on semiotics. It tested assertions by various writers about mass media, as applicable to a semi-urban or rural group of (black) South Africans with educational levels ranging from Grade 10 to Honours level. Owing to the fact that interviewees are financially constrained (and therefore cannot always afford television access or the acquisition of magazines), the focus of ‘persuasive messages’ was on billboard advertising in their living and work contexts. It was found that the consumers (respondents to the questionnaire) reacted positively to billboards that supported products on which they have been relying; that once they have been introduced to a product and found it efficient, competitive campaigns do not impinge on their stance; but also that – in this particular semi-urban area – traditional values folklore and usages have to be taken into consideration by advertisers for effective communication.