Communication with communities: a South African experience

ABSTRACT

In spite of the conventional wisdom stated by various authors that ‘we are living in the information age’ – a communication era characterised by a global expansion in the reach of mass media and electronic information ‘superhighways’ that span the globe – it is clear that there is growing realisation that it is still difficult to reach and communicate with rural communities in South Africa. The main aim of this article is therefore to examine the application of development communication theories in practice when communicating with communities in the Third World. In this article I argue that the viability of and prospects for effective communication with communities depend on three interrelated aspects. Firstly, the viability and prospects depend on current theoretical trends or approaches in development communication, because at the root of development communication – regardless of how this concept is defined – lies the issues of a structured and theoretical approach to community communication which are determined by current trends. Secondly, and crucial to the viability and prospects of community communication, is the question of which development communication methods or media to apply at the various stages of communication to reach the different target audiences. Thirdly, the viability and prospects for successful community communication will be influenced by an integrated approach to the application of development communication methods and media in development communication programmes or strategies.     

Radio and Television Audiences in South Africa: 1994–2002

Abstract

In this article the author tracks various media and their usage in South Africa from 1994 to 2002 to see how they reacted o the extended choices in radio and television. Wider exposure to the media, that is, private radio and television stations other than the South African Broadcasting corporation (SABC), was supposed to deepen democracy in the sense that it would give people the opportunity to hear and see differing opinions on air. In addition, for the first time disadvantaged communities had a voice in the media in the form of community radio. In the context of the massive and positive political, social and administrative changes in a wide range of sectors in South Africa, it was surprising to see the relative stability of choices made by mass media users, in terms of both content and type. Some theoretical and pragmatic comments on this phenomenon are given in the article.     

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.     

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.     

Communication technology and development: can South Africa afford the information explosion?

ABSTRACT

Weare living in a world where the availability of information can make you, or the lack of it can break you. The 'information explosion', as it is sometimes called, has already changed our lives. How this affects us, and changes our environment, our economy and our lives is a fascinating issue. But does it affect everyone? Is there a possibility that some communities can be left in the dark without the availability of these masses of information?

In South Africa some major changes are taking place at the moment. It could be argued that while South Africa tries to erase the remains of apartheid and rebuild the country, the rest of the world has 'quietly' moved into the information age. A development problem in South Africa concerns the disparities among the different communities. There is still a significant difference between the information-rich, a small minority, and the information-poor, the majority of the population.

This article first describes the situation in South Africa with regard to Internet availability and accessibility and secondly gives a broad overview of the theoretical assumptions underlying computer-mediated communication from a communication sciences perspective. In conclusion, specific questions on the topic for future research in communication sciences are proposed in general and applied to conditions in South Africa as a developing country.     

The South African Broadcasting Corporation's expansion into Africa: South African media imperialism?

Abstract

This article examines the commercial advancements of the South African Broadcasting Corporation (SABC) into the African regional media markets. In this examination, the focus is mostly on the SABC's Africa-orientated channels, SABC Africa and Africa2Africa, as a case study. The article posits that the SABC's regional commercial expansion is paradoxical in the sense that it is both advantageous and disadvantageous at the same time. At the theoretical level, the article identifies some limitations to applying theoretical and analytical frameworks such as the dependency paradigm, media and cultural imperialism in explaining regional expansionism driven by Southern-based national media organisations.     

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.     

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".     

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.     

Political posturing and the need for peace journalism in South Africa: The case of Julius Malema

SUMMARY

On February 2, 1990 the media emergency regulations were rescinded by the state president, mr. F.W. de Klerk. This has lead to the idea in some quarters that the media in South Africa are now totally free. Contrary to this belief the author shows that at the start of 1991 a plethora of restrictions are still being placed on the media in South Africa. These restrictions are indicative of National Party media policy that has been formulated since 1948. In view of this, the general objections of the African National Congress (ANC) with regards to the present media system in South Africa are spelt out from a media policy perspective. The merits of these objections are evaluated, after which the Manoim-debate concerning future policy formulation is briefly dealt with. This debate was mainly conducted in the print media in 1990. The possible lessons that a future independent black press could learn from the demise of the Daily Mail are set out. To conclude, the idea is put forward that the media in South Africa should immediately start to agitate for positive media policy stipulations (a broad media policy framework). Some of the media policy issues that governments of the future will have to address, are also identified.     

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.     

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.     

The South African telecommunications environment: a brief assessment of regulatory change

Abstract

Communications play a critical role in transforming society. Governments as the custodians of communications therefore have a serious obligation to ensure that all the people of their country have access to basic telecommunications services. Access to basic communication services is a right because communications is an enabler of social interaction across time and geographic space, a creator of economic development and prosperity for even the most dispersed populations. In South Africa, under apartheid, vast populations of people were excluded from this basic right of having access to communications, resulting in a serious backlog of basic communication services. One of the major objectives of the Afican National Congress (ANC) government when it came to power in 1994 was to ensure that communications were made available to all people even those in the most remote areas of South Africa. These objectives were constrained by a number of factors such as: telecommunications policy that favoured a monopolistic telecommunications environment. To re-engineer the South African telecommunications landscape, telecommunications policy has since 1994 evolved in a revolutionary way.     

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

Abstract

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

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.     

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.     

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.     

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?     

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.     

From nipples and nationalists to full frontal in the new South Africa: An abridged history of pornography and censorship in the old and new South Africa

ABSTRACT

This article examines the ways in which the South African apartheid regimes approached and dealt with the question of pornography as well as how and why these measures changed after the birth of the new South Africa. Pornography in all its various forms, as an expression of human sexuality, is at once directly and indirectly attached to the freedom of speech and expression. This freedom lies at the very crux of democracy. During the apartheid era, the National Party governments dealt with the issues of pornography, erotica and indeed the expression of human sexuality through a particularly conservative system of regulations and bureaucratic structures. This was replaced, in the New South Africa, with a particularly liberal system. The varied reasons, at once apparent and totally obscure, for both the existence of the old and the creation of the new systems lay at the very heart of apartheid and at the crux of that which replaced it. This article examines how and why the apartheid governments viewed and handled this issue in the way they did and why it was dramatically changed in the new South Africa. The timeline of the article is from the 1890s to the current day.