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?     

Exploring the representation of xenophobia in a South African television drama series: A Zimbabwean audience's perspective

Abstract

A great deal of research has been conducted on minorities and their representation in the media in various parts of the world (Evra 2004: 67; Miller 1996; Vicsek & Markus 2008: 124). Fundamentally, the reason for this is political, as ‘the cohesion or rupture of a social world depends on relations among groups who perceive themselves as disadvantaged either as groups or as individuals’ (Staiger 2005: 13). Television programmes, as elements of the media, are a source of information that contributes to these perceptions. Many scholars are of the view that television creates, reflects and reinforces social relations and functions as a mediation of the social world (Evra 2004: 13). In South Africa relatively little research has been conducted on the representation of minorities in local media. Particularly the representation of black immigrants and their representation on South African television has been largely ignored (Kiguwa 2008: 67; Nyamnjoh 2006). The focus of this article is not on the analysis of the representation of foreigners on television, but rather on how a specific group of viewers perceives the representation of Zimbabwean immigrants in the drama series Usindiso (Redemption), broadcast on the South African Broadcasting Corporation's SABC1. The central research question posed by this article is: How does a selected group of Zimbabwean immigrants living in Hillbrow in South Africa perceive the representation of Zimbabwean immigrants in Usindiso?     

‘We're not like that’: Denial of racism in the Afrikaans press in South Africa

Abstract

While the South African media on the whole underwent significant shifts after the demise of apartheid, repositioning was especially acute on the part of the Afrikaans-language press, which during the apartheid years largely served as legitimising institutions for apartheid and now had to adapt to the changing democratic political and social environment. This repositioning coincided with a liberal consensus in the news media in general, in terms of which individual rights, independence of the media and freedom of speech were emphasised. What complicated matters for the Afrikaans media was the need to retain the loyalty of primarily white Afrikaans readers, who remained attractive to advertisers, while having to orientate itself in relation to the new centres of political power in the country. The precarious balance between the liberal consensus of individual rights and freedom of expression on the one hand, and the imperative to carry a torch for Afrikaans cultural identity in the new dispensation, comes to light in news coverage of a recent racist incident at a historically white, Afrikaans university. This article will seek to explore editorial comment on the incident in selected Afrikaans media, to indicate how the event was interpreted and presented as an individual transgression, rather than a systemic and historically determined problem.     

‘Local is lekker’: Nation,narration and the sABC's Afrikaans programmes

Abstract

This article provides an exploration of the role of the SABC's Afrikaans language programmes in contemporary South African constructions of national identity. It examines the programmes’ engagement with the construction of (a) national identity by addressing the SABC's mandated obligation towards nation building, and exploring how the broadcaster's Afrikaans programmes are positioned in this regard. The article suggests that the SABC's task to ‘narrate the nation’ is complicated not only by the theoretical dilemmas faced by the terms ‘nation’ and ‘nation building’, but also by the broadcaster's historical ties to the apartheid government. This matter is further complicated for the Afrikaans-language programmes on SABC, given the language's binary position as both ‘unifier’ and ‘oppressor’.     

Excavating Concealed Tradeoffs: How Russians Watch the News

Citizens in democracies are expected to make better decisions if they understand policy tradeoffs. However, politicians rarely have incentives to communicate them; citizens are uncomfortable choosing among valued outcomes; and devising a common metric is difficult. It is not surprising that in the United States the environment provides relatively little cuing or priming of tradeoffs in television news. Russian citizens, on the other hand, face a media environment in which tradeoff cuing is intentionally suppressed by owners' agendas, yet viewers detect concealed tradeoffs even in the absence of tradeoff priming and viewpoint diversity. Analysis of discourse among ordinary Russians in 16 focus groups convened in four cities, differentiated by political reform and media market environments, showed that when watching news in which tradeoffs are thoroughly concealed, viewers challenge stories by offering a broad spectrum of uncued tradeoffs. Tradeoffs come from diverse policy domains and represent a range of cognitive strategies, some of which are considerably more abstract than others and link elements of their observations and assumptions (together with what they can extract from the stories) into complex reasoning outcomes.     

Kan politieke televisiedebatte kiesers oorreed? 'n Loodsstudie

SUMMARY

The influence of political debates on television during the run-up to the general election of 6 September 1989 is examined in a pilot study. The study is not representative and aims at identifying aspects to be examined in greater depth during the next general election. The study indicates that political debates on television play an important role in influencing respondents' choice of political party. Secondly, television debates provide new information for many respondents on the parties they do not support.     

‘Ryk,ryker, Rykie’: A first exploration of the journalistic contribution of a journalist extraordinaire

Abstract

This article will, as a first exploration, attempt to put some aspects of the Afrikaans journalist Rykie van Reenen into perspective with the aim of understanding her contribution to South African journalism and the extent of her oeuvre. Van Reenen was referred to as 'undoubtedly the most outstanding Afrikaans journalist of the [twentieth] century' (Giliomee 2003, 564). In the Afrikaans rewritten version of this book, it is qualified with the word 'waarskynlik' – (probably) (Giliomee 2004, 470). Although her journalism, according to sources, contributed in a significant way to the eventual political change from an Afrikaner Nationalist-governed country to a democracy, very little is known about the journalist. This initial recording of van Reenen's oeuvre is part of a more extensive study of this journalist who has set a standard in South African Afrikaans journalism in terms of subject matter and writing style. This article can thus also be regarded as a contribution in a small way to a more complete South African media historiography, which, in general, lacks significant scholarly attention.     

THE MASS MEDIA AND ATTITUDE CHANGE: AN ALTERNATIVE VIEW

SUMMARY

Against the background of her research in Belgium the author discusses the role of the media, and particularly of television, in creating negative racial and ethnic images amongst children. This is done under the following separate headings: (i) setting of the problem, (ii) cognitive processes concerning images of ethnic minorities, (iii) racism and socialisation, (iv) images of ethnic minorities in television programmes for children, (v) the influence of television programmes on the formation of knowledge, attitudes and social behaviour, (vi) the role of education in combating racial and ethnic prejudices and finally (vii) the importance of media literacy training for combating the formation of negative racial and ethnic images/stereotypes.     

Television viewing: Cultivating perceptions of affluence and support for capitalist values

Abstract

This article examines the proposition that television viewing contributes to unrealistic perceptions of the degree of affluence in America and to support forthe basic values underlying capitalism. The survey data examined show that heavy television viewers are more supportive of capitalist values, but are no more likely to misperceive the degree of affluence in America than light viewers.     

1922 and the problems of docudrama

SUMMARY

In this article the authors use 1922, (a ‘true story’) to probe the social function of television in South Africa. In particular they examine the transformations effected on historical “fact” by the genre of docudrama and the kinds of preferred readings this offers television viewers. The popularity of this form, they suggest, is that in this world of uncertainty, the docudrama gives viewers both pleasurable access to, and a moral orientation towards, the ‘real’.     

Enkele gedagtes oor die rol van teorie in die wetenskapsbeoefening

SUMMARY

The social significance of television and film as the most powerful means of mass communication in Western civilisation today cannot be underrated. The mass media, and television and film in particular, are not merely neutral carriers of messages. They confer power, legitimate systems and provide ways of looking at the world. They supply the context in which information is learned, attitudes and values formed and decisions made, thereby fulfilling the functions previously filled by the medieval church.

The general functions of the mass media, and television and film in particular, are entertainment, the provision of information and education, socialization and the handing down, or propogation of culture. However, these can be suggested to be merely surface functions and effects of the media's deeper power. There is a hidden role which transcends all surface effects. It may be proposed that it is the media, rather than the church which provides individuals with a worldview which reflects to them what is of ultimate value, and which justifies their behaviour and way of life. Television itself is becoming a kind of religion and has become a prime cultivator of culture, providing the myths, teachings and expressions of religion.

Various authors suggest that television needs to be seriously considered as an operative religious activity. This does not mean that the television and film industry would see itself in religious terms, nor that the mass media can be seen to be replacing theistic religion, but that the correspondence between the content and uses of television and the traditional functions of religion and religious practice is significant.

This article, based on a literature survey, explores the provocative parallel between the traditional functions of religion and the church, and commercial television.     

Agenda-Setting and Priming in Prime Time Television: Crime Dramas as Political Cues

The effects of agenda-setting and priming are well established in regard to the news media. Considerably less attention has been paid to these phenomena in entertainment media, in spite of the fact that entertainment media enjoy larger audiences than do news media and often address political topics. This article argues that the psychological mechanism hypothesized to lead to agenda-setting and priming effectsthat is, changes in construct accessibilityapplies as equally to entertainment media as it does to news media. Moreover, we contend that the frequency, consistency, and duration of entertainment media treatments of political issues encourage chronic accessibility of those issues. We test these hypotheses looking at television crime dramas as a source of political information. Using data from two controlled laboratory experiments and the 1995 National Election Study Pilot Study, we demonstrate that viewing crime dramas significantly increases concerns about crime and that these concerns significantly affect viewers' opinions of the president. The NES Pilot Study data suggest that these effects are restricted to frequent viewers of crime dramas, supporting a chronic accessibility model of agenda-setting and priming. These findings extend our growing understanding of how non-news sources of political information contribute to the construction of political attitudes.     

Communication policy and the search for new certainties

SUMMARY

The article discusses a midweek television programme on corruption in the horseracing industry. The Jockey Club of South Africa accused SABC TV of biased reporting and in this respect won a ruling from the Media Council. The article is concerned with “the myth of objectivity” in relation to the television actuality genre, and specifically to the Midweek report. It begins by tracing the origin of the concept of objectivity in relation to the notion of photographic realism and its implications for television. It follows with an analysis of the actual programme looking at it in terms of airtime given to pro and and spokespersons on the issue, the value of the linking commentary, the relationship between the image and the commentary and its paridigmatic and syntagmatic structure. It concludes with a discussion of objectivity in actuality programmes and suggests the futility of measuring it. It considers an alternative approach of defining the type of discourse involved and the sort of contract it strikes with its viewers.     

Speak ill of me … but speak,or How to be Afrikaans on the SABC

Abstract

The elections of 1994 marked the beginning of a full-scale restructuring of the broadcasting sector in South Africa. Apart from changes related to ownership, editorial content, the media's position within society at large and its relationship to the government of the day, South African media have also undergone massive changes in terms of their languages of communication and the faces that are seen and heard. These changes were steered, in part, by debates on language equity and identity in South Africa. The politics of language equity in broadcasting reform has been shaped by conflicts over the legitimacy of who is represented, by what means, by whom and for what purposes. Afrikaans especially came under fire because of its privileged position before 1994. While the transition of South Africa to an inclusive democracy in 1994 freed Afrikaans from its apartheid shackles, it also made it one of only 11 official languages (Giliomee 2004: 25). The resultant debates about the position and status of Afrikaans – including that of speakers of Afrikaans – have intensified during the almost two decades post-apartheid. This article explores these discourses to establish the position of Afrikaans and its speakers as far as the South African Broadcasting Corporation is concerned.     

Exploring contextual influences on the architectural structure of South African television news programmes This article is partly based on a paper presented at the International Broadcasting Content Regulation Conference,Johannesburg, 27–29 May 2005

Abstract

This article uses a qualitative textual analysis of in-depth interviews with senior news processors as a methodology to explore the unique contextual dimensions that may influence the architectural structure of South African television news programmes. The discussion rests on the basic assumption that news will always present a mediated and constructed version of reality. Six communicative frames categories have been selected to investigate operational processes and issues organising the production process of news: short, straight-forward, ‘objective’ news reports; single-sourced news items based on one major voice or main perspective; investigative news reports; marketable news chosen for financial potential; news items based on community and cultural events; and mythic tales. The findings indicate that the interface between contextual factors and journalistic practices contributes to the unique challenges facing the industry in South Africa. The article concludes with an appeal to news processors to reflect on the consequences and effects their programmes have on audiences’ perception of reality, and proposes recommendations to enable audiences to become more empowered and engaged viewers.     

Intramedia Mediation: The Cumulative and Complementary Effects of News Media Use

This study focuses on one often overlooked political communication-based media effect, intramedia mediation, and the indirect effects that stem from relationships that exist among various forms of media use. Data from a 2000 national Annenberg election panel survey are used to assess a series of relationships between television and newspaper public affairs use and how these forms of media consumption affect citizens' knowledge of presidential campaign endorsements. The indirect effects that stem from the relationships that exist among these two forms of media use reflect the cumulative and complementary functions of mass communication consumption across time. An analysis of intramedia mediation in coordination with the study of the direct effects of public affairs media use on this study's outcome variable produces substantially larger overall effects for both forms of news use. Thus, the study of intramedia mediation contributes to a better understanding of the full range of media influences on a given outcome variable over the course of a political campaign. Ramifications of these findings are outlined and future lines of research summarized.     

The tone of laughter and the strangely warm comedy of Hagimoto Kin'ichi

Featuring the comedian Hagimoto Kin'ichi as on-screen father, the hybrid drama-variety show Kinchan no doko made yaru no! (How far will Kinchan go! 1976–1986) won a loyal following of viewers and critics who praised the ‘warmth’ of its parodic television family, describing it as affectively more real and compelling than depictions of the family in traditional dramatic portrayals. Through close readings of scenes from the show and the critical discourse surrounding it, I consider how the show created a consensus that its laughter was tonally warm, and thus well fitted to the domestic space in which television would be viewed. Further, I argue that the show's producers created this impression by inserting the show and Hagimoto's public persona within contemporary discourses on laughter, domesticity, and normative femininity. In doing so, my analysis highlights the ascendant role commercial television played in shaping and harnessing these discourses, and re-assesses, through the lens of the affective experience of 1970s and ’80s media culture, the cultural shifts taking place in Japan during these decades.     

Reactions to globalisation by the television industry in post-apartheid South Africa

ABSTRACT

This article discusses the different ways in which the South African television industry has reacted to globalisation forces during the post-apartheid era that started in the early 1990s. Of particular interest is how the local television industry initially planned political and economic reforms aimed at bringing the industry more in line with global trends, but then later reacted mainly to protect the local television production industry against foreign competition and to protect local viewers against perceived cultural imperialism impacts of foreign programs. These protective actions were however not as successful as was intended with regard to promoting local television content production. The paper discusses the underlying dynamics of the globalisation and the various localisation processes that occurred (varying chronologically from primary, to secondary, to tertiary localisation), as well as the ways in which television industries in other parts of the world have reacted to similar global forces. It is contended that the local South African television production industry stands to benefit most in future if broadcasting policy makers respond more pro-actively to opportunities offered by global technological forces operating upon the industry. This is in agreement with the thrust of the latest broadcasting policy process of the Department of Communication. It is concluded that a recent joint initiative by the country's two major broadcasters in which an increased number of both locally produced and other “African” programs are being broadcast via satellite to prospective geo-cultural markets in the rest of Africa, holds promise for the future viability of the South African television industry.     

Santam and Nando's: An advertising narrative of local humour,local conflict,local co-branding

ABSTRACT

In 2011 South African short term insurer Santam (Santam Ltd.) put in place an advertising initiative that illustrates the power of a humorous brand narrative effected in conjunction with another brand. In this case, it is the South African arm of Nando's (Nando's Chickenland Ltd.), a fast food restaurant chain specialising in Portuguese-themed chicken dishes that rely heavily on peri-peri spices. The two well-known brands aired a series of five commercials on television and the Internet, trading good-humoured jibes centred around the value proposition of each company's offering. The resultant rise in social media viewership and consumer engagement was notable and illustrates the efficacy of a cobranded narrative run over numerous media platforms; in this case radio, television, social media, print and the Internet.     

A Review of: “The Take”

This study uses four waves of panel data to analyze inadvertent learning—that is, learning in the absence of interest or motivation—from watching public service television channels. Previous research suggests that motivation-based gaps in political knowledge are at least partly a function of the political information opportunities provided by the major television channels in a country, which influence the likelihood of being inadvertently exposed to news and current affairs programs. The present study puts the inadvertent learning hypothesis to a thorough empirical test by analyzing individual-level growth in knowledge over time, based on panel data collected during five months leading up to the Swedish 2010 national election. Using multilevel growth curve modeling and an extensive battery of surveillance knowledge questions, the results show not only (a) that public service channel viewing was related to learning, but also (b) that knowledge growth occurred among public service viewers independently of their political motivation and news attention, and (c) that such learning was even more pronounced among viewers lacking an interest in politics. The findings are discussed in light of ongoing media environmental transformations as well as cross-national comparative media systems research.