Ubuntuism as a Foundation of Media Ethics in Zimbabwe? Journalists’ Perspectives and Discontents

Abstract

There are debates on the relevance of Eurocentric normative frameworks for studying the media in post-colonial Africa. Emerging from these debates is a rebuttal of the dominant Western-derived paradigms for the conceptualisation of journalistic norms, values and practices. Given that the dominant Western liberal models for normative media ethics are incongruent to the needs of Africa, there is a growing call to reconceptualise media ethics anchored upon alternative epistemologies and moral foundations such as ubuntuism. Although there is existing scholarship on ubuntuism as a framework for media ethics in Africa, none of these studies has focused particularly on Zimbabwe. Using the 16 August 2019 (hereafter August 16) protests as a photojournalistic “moment” as a frame, this article explores the views and perspectives of Zimbabwean journalists on their understanding of media ethics and professionalism. Further, it probes the possibilities of ubuntuism as a moral foundation of journalistic practice in the country. Journalists’ views are diverse and contested on the nature and practice of media ethics in the country. Although ubuntuism is touted as a normative framework for media ethics, the Western liberal perspectives remain dominant. As such, post-colonial theory offers a useful approach to understanding the interconnections, contradictions and tensions underpinning media ethics in post-colonial Zimbabwe.     

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.     

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.     

Toward a measurement tool for the monitoring of media diversity and pluralism in South Africa: A public-centred approach

Abstract

This article responds to recent debates within South African media politics regarding the diversity and transformation of the print sector in the country, by suggesting a necessary refocus of previously used methods of measuring media diversity and proposing a more audience-centred approach. This audience-centred method is discussed with regard to meeting the demands of the normative understanding of media diversity, where the media are viewed as central to an individual's formulation of opinions and ideas, thus rendering the media – and particularly the news media – vital in fostering an enabled and informed citizenry. The argument proposes a bottom-up instead of a top-down methodology for measuring media diversity, by placing the primary focus on the public as the starting point, rather than the end point of the analysis, and validating this position through the normative view of the media's role in assisting citizens to formulate personal views. The article concludes by listing four key areas in which current debates on media diversity in South Africa should be realigned and refocused, including at a parliamentary level.     

On seduction (and flirting) in the twenty-first century: A communication-theoretical perspective

Abstract

This paper draws on a mathematics audit of a South African newspaper to make a quantitative assessment of numerical accuracy in that local paper. It attempts to answer three research questions: how often do news reports in a daily newspaper include a quantitative element? How often do mathematical errors occur in those reports? What types of mathematical errors occur in those reports? Twelve consecutive weekday editions of the Cape Times, a daily newspaper based in Cape Town, South Africa, were examined to measure the frequency of quantitative elements in news reports, the frequency of mathematical errors in those reports containing quantitative elements, and the types of errors that occur. The data revealed that a large proportion of news reports include a quantitative element, supporting the hypothesis that journalists need to be mathematically literate. News reports with a quantitative element had a high rate of numerical errors, mostly due to a lack of ability in or attention to basic arithmetic. The findings raise questions about the numerical competency of South African journalists and concerns about the ability of the South African media to perform their normative role within a developing democracy.     

Questioning the media and democracy relationship: the case of South Africa

This article addresses normative ideas around the role of journalism and the news media's links to the democratic process in South Africa and many other post-colonial societies in the Global South. In particular, the article addresses questions around the news media's role as the Fourth Estate and its claims to public representation, as well as the role that new media and social media in particular play in the media-politics nexus and in the strengthening of democracy (in its many guises). The article assesses the contextual factors that need to be considered in the analysis of media development and the roles and functions ascribed to the news media from within the context of the post-colony and young democracies in the Global South.     

Journalism in a new democracy: The ethics of listening

Abstract

This article takes as its point of departure the recent massacre of striking miners at the Lonmin mine at Marikana in North-West Province, South Africa. The shooting, in which 36 mine workers were killed, was an attack on civilians by state forces unprecedented in the democratic era. The incident received wide local and international coverage. In this article the author argues that the reporting of the event demonstrated how the professional routines of journalism and the orientation towards audiences are related to the position of the mainstream news media within social and political discourses in the country. The author goes on to explore the normative questions raised by the reporting of the event, against the background of the role of the news media in a new democracy. The concept of ‘listening’ is proposed as an ethical alternative to the current dominant normative frameworks for journalism in the country.     

Rethinking media diversity policy on the community press in South Africa

ABSTRACT

It has been well acknowledged by historians of South African media that the country had a vibrant grassroots community press under apartheid, which declined with the advent of democracy. The ruling African National Congress (ANC) has supported media diversity in its media policy and has also criticised the supposedly anti-transformative nature of mainstream agenda-setting press. It has called for a range of measures to counteract this problem, including media diversity and intensified support for community media. However, apart from the establishment of the Media Development and Diversity Agency (MDDA), in its practices in government, the ANC has adopted a market-driven approach to the development of the sector, leaving questions of market structure to the Competition Commission and Tribunal. Evidence from the community press suggests that this approach, which amounts to an adaptation to neoliberalism, but with a public service top-up, is inadequate to the task of realising diversity. As a result, the community press is facing deep crisis. The article will then consider why the ANC has adopted an incoherent, even contradictory approach to press diversity, and what policy measures are needed to encourage the sorts of vibrant community press that a democratic South Africa needs.     

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.     

A classification framework for out-of-home advertising media in South Africa

Abstract

Out-of-home (OOH) advertising media have expanded worldwide and the shape and format of these media globally, as well as in South Africa, have changed considerably. Until recently, the OOH advertising media landscape consisted primarily of outdoor advertising or billboards reaching vehicular traffic, but now has expanded to include a wide range of OOH advertising media types which aim to reach a mobile audience wherever they live, work, play, drive, shop or commute. Currently there is no coherent contemporary framework to compare and select the most effective media options to reach a selected target market in a specific OOH audience environment. This article draws from academic and practitioner sources to propose a classification framework for OOH advertising media in South Africa comprising four major platforms: outdoor advertising, transit media advertising, street-and-retail furniture advertising, and digital and ambient OOH media channels. The framework serves to inform marketers of viable and cost-effective traditional and contemporary OOH advertising media options. It also indicates what platforms are appropriate to reach specific audiences effectively in a variety of environments outside their homes. This is the first framework of its kind for the South African context that offers an orderly, integrated basis for future 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 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.     

Executive overstretch: South African broadcasting independence and accountability under Thabo Mbeki

Abstract

In this article I examine the extent of the South African broadcasting sector's independence and accountability since Thabo Mbeki became president in 1999. I trace how the independence of two institutions – the Independent Communications Authority of South Africa (Icasa) and the South African Broadcasting Corporation (SABC) – has been eroded over this period. While initially the government justified this erosion as being necessary to attain developmental objectives in the context of a globalising economy, more lately there have been attempts to justify greater state control of content. Icasa has been subjected to greater direct executive control, and there are attempts to intensify this control, while the executive exercises indirect control over the SABC. Greater accountability to the state has been accompanied by a decline in public accountability. I conclude by arguing that the experiences with Icasa and the SABC give credence to the argument made by several international NGOs that media freedom in South Africa is declining, in spite of official protestations to the contrary. I also argue that this control has damaged the integrity of these institutions, and that this integrity must be restored now that Mbeki's presidency is coming to an end.     

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.     

Evolving 'Discoarse' into Discourse: Ubuntu as a Normative Basis

Democratic discourses are increasingly devolving into mudslinging matches where communicators attack their opponents—sometimes in crude and hostile ways. Underlying this type of discourse is the normative assumption that human affairs are inherently conflicting and best governed through struggles and contests. When considering why some discourses warrant re-examination and how this can be achieved, the role of culture and ethics becomes apparent. While our prevalent culture of adversarialism unearths many important facets of discussion, its discourses can also obscure valuable insights and foster division where collaboration is possible and quite possibly desirable. As such, contrasting normative approaches are worth considering. The African philosophy of ubuntu offers such an alternative as it espouses a harmonious and cohesive way of relating to fellow human beings that contrasts and complements individualist facets. It provides the space to evolve discourses in ways that support cooperative societal structures and practices.     

The role of leisure activities and social attitudes in the mass media consumption of a sample of South African adults: A psychographic approach

Abstract

This study, the second in a two-article series, explores the interplay between attitudes, behaviour and media consumption in a sample of South African adults. Participants aged 16 years and older were drawn from a subsample of data collected during the 2007A South African Advertising Research Foundation (SAARF) All Media and Products Survey (AMPS®). Utilising statistical comparison of psychographic typologies, this study confirmed the existence of significant, albeit weak, relationships between mass media consumption, social attitudes and leisure interests/activities in this sample. Analyses of demographic variables revealed further significant relationships between mass media consumption and home language, work status, the SAARF Lifestages and the SAARF Universal Living Standards Measure (SU-LSM®). The findings are discussed in relation to available empirical literature and the need for advancement of the media psychology sub-discipline in South Africa.     

Proto-norms and global media ethics

Abstract

Normativity is a problem of modernity. Relativism has emerged with the negation of moral universals. Clifford Christians consistently argues for the concept of proto-norms as a workable basis for normative ethics applied to media practices that operate on a global scale. Christians declares philosopher Charles Taylor to lie in the background of his theorising, but seldom gives a hint as to how Taylor’s thought influences his own. There appears to be sufficient congruence between Christians’ thinking about proto-norms and the articulation of hypergoods, strong evaluation and persons in Taylor’s philosophical anthropology to consider this to be the influence, among other sources Christians draws on. Of particular interest is Taylor’s insistence that persons always exist in normative moral space as an inescapable horizon of existence. The article explores some aspects of Taylor’s thought that may shed light on what proto-norms are and how they may be applied in the quest for a viable global media ethics in an age when moral relativism seems to be the media's only ethical principle.     

Setting the tabloid agenda: What two Afrikaans-language tabloids offer their readers

Abstract

South African tabloids generally thrive while mainstream newspapers struggle to compete with the current front-runners, Afrikaans-language tabloid Son and the English-language Daily Sun. However, not all South African tabloids are success stories: the Afrikaans-language tabloid Sondag has struggled since its inception, in particular prior to Ingo Capraro's takeover in 2009. This article consequently aims to establish why Kaapse Son and Sondag, two Afrikaans-language tabloids from the same media stable, have been received so differently. Why has Son hit the mark so impressively and why has Sondag been unable to succeed in terms of circulation and readership? In an attempt to answer these questions, this article explores the content and presentation of these two tabloids in the period just before Capraro took over the editorship in an attempt to save the newspaper from its dwindling circulation, i.e. the period in which Willem Pretorius was editor of Sondag. This comparative content analysis of the newspapers is conducted against a background of the nature of tabloid newspapers in South Africa, and within the framework of the agenda-setting theory. The background is explored by means of a literature review and conversations with editors from both newspapers. The analysis shows that Son has a strong community focus and provides its audience with relevant and up-to-date information they can apply to their everyday lives. In comparison, Sondag (under Pretorius’ editorship) resembled a supermarket tabloid, with a focus on celebrities. It is suggested that, in order to survive, an Afrikaans-language tabloid should provide local, community-focused stories that pertain to the everyday lives of its readers.     

Counter-mythologising “media freedom”: including the audience in media freedom discourses and a new normative position for the global south

This article argues for a conscious counter-mythologisation of the popularly utilised term “media freedom” within media political and policy discourses. It further argues for a diversion from understanding this term to refer exclusively to the sphere of media production involving the ability or freedoms of media producers to do their work without hindrances to their independence – whether these stem from state actors, media owners or other external forces. The article contends that a free media should theoretically, and in addition, be considered from the perspective of the audience(s) and its respective prospects of access and accessibility to the entirety of the media landscape. Since challenges of meaningful access and accessibility to media communications persist in much of the Global South, the article concludes by suggesting a newly theorised normative approach to the role of the media in a democracy, which is in keeping with socio-political conditions in historically “Othered” regions of the world. Utilising the example of a counter-mythologisation of media freedom, and adopting an audience-centred approach, the article additionally contends that any attempt at formulating new media theory ought to be contextualised within the global crisis of inequality in order for it to be relevant to the majority audience.