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.     

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.     

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.     

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.     

Books

SUMMARY

This article seeks to contribute to the debate on a communication policy which aims to enhance meaningful and democratic liaison between the South African Defence Force and news media. Two fairly important considerations, viz. the propaganda value of the so-called first statement and the implications of the dissemination of rumours in a conflict or war situation are investigated briefly. A few lessons learned from defence force operations in Vietnam, in the Yom Kippur and Falklands wars, and in Northern Ireland are discussed. Finally, guidelines are offered and questions posed to the Defence Force and news media which may promote an ideal communication policy between these institutions.     

An integrated crisis communication framework for strategic crisis communication with the media: A case study on a financial services provider

Abstract

In order for organisations to survive in an ever-changing milieu in the current business environment, sufficient crisis communication and management practices need to be in place. Despite this, organisational crises are often inefficiently managed, which could be ascribed to the lack of strategic management of crises (Kash & Darling 1998: 180). This article explores the lack of strategic crisis communication processes to ensure effective crisis communication with the media as stakeholder group. It is based on the premise that the media are one of the main influencers of public opinion (Pollard & Hotho 2006: 725), thereby necessitating the need for the accurate distribution of information. Furthermore, the study focuses specifically on the financial industry, which is arguably more sensitive and thus more prone to media reporting because financial services providers manage people's money (Squier 2009). A strategic crisis communication process with the media is therefore proposed, facilitated through an integrated crisis communication framework, proposing a combination of integrated communication (IC) literature, with emphasis on Grunig's theory of communication excellence, to build sustainable media relationships through two-way communication; and a crisis communication process that has proactive, reactive and post-evaluative crisis communication stages, thereby moving away from seeing crisis communication as a predominantly reactive function.     

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".     

Exploring the perceived influence of South African adolescents on product purchases by family communication type

Abstract

This article investigates the effect of family communication types on the perceived purchase influence of South African adolescents (13–18 years) across 34 product groups. The research builds on previous research in developed countries such as America and Israel, but represents only one of a few in a developing country such as South Africa that integrates family communication and consumer purchase behaviour theory. The article shows statistically significant differences in the perceived purchase influence of adolescents by family communication type for 13 of the 34 product groups investigated. From the inferential statistical analyses presented in the article, it is evident that the influence of adolescents in pluralistic families is far greater than in consensual, protective or laissez-faire families. This implies that adolescents’ influence in product purchases is likely to be greater as family communication becomes more open, and as unconstrained discussions on a wide range of topics with all family members are encouraged. This finding is particularly evident in the purchase of children's products (toys, clothing and footwear), family activities (take-away meals, snacks and outside entertainment), children's educational products/services (courses and schools), watches and personal jewellery, cosmetics, cell phones, reading matter, and gymnasiums, health, sport and social clubs. The outcome of the research indicates that the influence of South African adolescents has broadened and is no longer only relevant to children's products. This strengthening influence of children on product choices of South African families has clear implications for marketers who need to target this market segment. Knowledge of family communication patterns and how these impact on children's influence in actual product purchases presents a valuable opportunity for marketers to develop effective future marketing segmentation and communication strategies.     

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.     

Paradigm,position and partnerships: Difference in communication studies

Abstract

Cultural and media studies' (CMS) relationship with communication science has sometimes seemed a little dogmatic, its tone a result of its equal insistence that scientific law always necessarily serves sectional interests. This article sets up a dialogue between the two paradigms, while arguing for caution in accepting ‘positivist’ epistemology premised on the natural sciences. Cultural and media studies stress critique and interpretation over hypothesis testing, measuring and describing. Quantitative scholars, conversely, are reluctant to admit qualitative methods, fearing implicit subjectivity. This article critically examines these oppositions in the context of approaches to South African communication studies.     

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.     

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.     

Journalism Education Abroad

SUMMARY

The relationship between the media and terrorism is a complex one. This article is an attempt to discuss this relationship systematically by looking at the various relevant components in the media/terrorism debate, namely terrorists, governments, the media, the security forces, hostages and the public. International research related to these components is also dealt with. In conclusion a few recommendations are made that could also be considered in the formulation of media policy concerning the coverage of terrorism in the South African media.     

Die bindende rol van die nasionale pers in die Suid-Afrikaanse samelewing

SUMMARY

Although “science” involves both theory and practice the significance of theory is often questioned in the field of communication studies. Some practitioners, for example, maintain that they need very little, if any, theory since their publics demand “results” and are not interested in theoretical debates. In similar vein it is argued that university students do not know how “to do the job” when they enter the field of communication practice. This article sets out to clarify some of the misunderstandings concerning the nature and role of theory in scientific practice and to show the need for a better understanding and closer cooperation between theorists and practitioners. Apart from suggesting a useful definition of theory for the purposes of the discussion, some common misconceptions concerning theory are addressed. It is argued that communicologists will only succeed in playing a meaningful role in a new South Africa if theorists and practitioners critically assess their own as well as each other's contributions and actively seek ways to cooperate in addressing critical issues in communication within the South African context. The article concludes with a discussion of some pressing problems currently experienced in the teaching of communication theory and offers some guidelines for selecting and presenting theory curricula relevant to communication and communication practice within the changing South African context.     

Innovation in Communication and Media Studies: Reflections from South African Academics

Abstract

This article discusses the possibility of a discipline of communication and media studies that is innovative, pluralistic and open in ways that conduce to development. Based on a set of in-depth interviews with a select group of South African communication and media studies scholars, the article discusses critically how, and if, communication and media studies as a field is innovative. Innovation here talks to a discipline that is imaginatively open to a myriad of different, diverse and divergent contributions relevant to the human endeavour of understanding the world in ways that better humanity. In doing this, the authors critically explore how the discipline is perceived variously by the scholars interviewed as enabling, encompassing and embodying innovation in research, teaching, curricula, theory, methodology, resourcing, and community outreach. As such the article addresses a span of issues that either support or inhibit innovation.     

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.     

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.     

Functions of mass media in interpersonal communication

SUMMARY

This paper is the result of a research project on the function(s) of mass media in interpersonal conversation. Based on their research findings the authors conclude that mass media and mass media topics play an important role in conversation; that it forms an integrated component of personal communication; that the mass media is particularly often mentioned in small groups and in groups of lower intensity of conversation, and that the mentioning of the mass media as such fulfills several functions in conversation.     

Information,communication and transformation: a South African perspective

ABSTRACT

The growth of the South African information and communication technology (ICT) sector has been phenomenal in the past four years. Although the global ICT sector has suffered setbacks in the past few months because of the dramatic loss of technology stocks in world markets. South Africa's ICT is set to improve due to a still massive unmet demand for ICT services in the country. South Africa must seize the opportunity to leapfrog into an information society, while not repeating the mistakes of the developing economies. South Africa has opted for a managed liberalisation of the economy. The telecommunications sector is gradually being opened to competition while ensuring the optimum use of existing investments in the sector. This article argues that while liberalising telecommunications, it remains important that state assets such as Telkom, the telecommunications parastatal, should remain in the hands of the state in order to serve public interest. Wholesale privatisation of state assets is not the solution for South Africa, but to build global dreams needs global architects. Unless South Africa joins the global architects of the information society, the quality of life of its citizens will remain poor. This then makes privatisation a necessity as it brings huge revenue to state coffers in order to deliver much-needed services. This article also argues that the success of the implementation of South Africa's ICT policies relies mainly on the stability and viability of the sector regulator, the Independent Communications Authority of South Africa (ICASA).