‘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’.     

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.     

‘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 Chinese problem as seen by the WEU

Europe has been the privileged economic and political partner of Africa, but more recently China has increased its foothold in Africa through important financial investments and trade agreements. Against this backdrop, the empirical research conducted in 2007-08 in Kenya and South Africa as part of a pioneering international project investigates the perceptions of public opinion, political leaders, civil society activists and media operators. While confirming their continent's traditional proximity to Europe, African citizens are increasingly interested in China and its impact on Africa's development. Europe is criticised for not having been able to dismiss the traditionally ‘patronising’ attitude towards Africa. While African civil society leaders and media operators describe China as an opportunity for Africa to break free of its historical dependence on European markets, other opinion leaders warn against too much enthusiasm for the Asian giant. There is a suspicion that the Chinese strategy might, in the long run, turn into a new form of economic patronage.     

Towards a new aid paradigm: South Africa as African development partner

As the largest African economy and the leading African aid-provider, with plans to establish an aid agency, South Africa is often ranked among the developing world's ‘emerging donors’. However, the country's development cooperation commitments are smaller in scope, scale and ambition than the aid regimes of the BRIC (Brazil, Russia, India, China) or Gulf state donors. Given its limited resources and domestic socioeconomic challenges, South Africa prefers the role of ‘development partner’. In this role, South Africa's development cooperation in Africa has ranged from peacekeeping, electoral reform and post-conflict reconstruction to support for strengthening regional and continental institutions, implementing the New Partnership for Africa's Development (NEPAD) and improving bilateral political and economic relations through dialogue and cooperation. This article seeks to determine whether Pretoria's development cooperation offers an alternative perspective to the aid policies and practices of the traditional and large rising donors. We conclude that South Africa does not fit neatly the ‘donor’ category of the Organization for Economic Cooperation and Development's (OECD's) Development Assistance Committee (DAC) and neither is Pretoria's aid-spending typically ‘ODA’ (official development assistance). Instead, with its new aid agency, South Africa occupies a unique space in Africa's development cooperation landscape. With fewer aid resources, but a ‘comparative advantage’ in understanding Africa's security/governance/development nexus, South Africa can play an instrumental role in facilitating trilateral partnerships, especially in Southern Africa.     

State narratives of ‘foreignness’ and ‘criminality’ in South Africa

This article brings the notion of transfiguration to bear on the study of the ‘unspeakable’ identity of African migrants living in South Africa, in the context of state language games on violence perpetrated against these migrants. The significance of these discourses is explored, in particular how official and not-so-unofficial discourses on violence in South African media combine to make migrants simultaneously visible and invisible. Speaking about violence involving black non-South Africans, state functionaries tend to downplay the ‘xenophobic’ element while overplaying the link with motiveless crime. Nevertheless, the sense that the migrant, labelled ‘foreigner’, is to blame for all the problems is never far from the surface of these language games. The migrant is therefore enlisted into a discourse where s/he is transformed and subsequently forced to recognise him/herself as subject. As a victim of violence, the migrants find themselves inhabiting zones of discursive indistinction, where they are both victim and victimiser, criminal and crime victim.     

Afrikaans as televisietaal in Suid-Afrika: 'n toekomsperspektief

ABSTRACT

This article deals with an investigation into the need for Afrikaans television programmes among Afrikaans viewers in the changing media environment in South Africa. Viewers' needs were researched by means of a case study among grade 10 learners in Pretoria. The uses and gratifications approach serves as the theoretical framework of the study and a number of variables affecting respondents' need with regard to Afrikaans television programmes are investigated. These variables are television driven (supply, content and structure of Afrikaans programmes), technology driven (new media technologies such as satellite television and the Internet) and viewer driven (socio-cultural, personal and demographic factors). The study finds a relation between these variables and the need for Afrikaans programmes among respondents. The supply, content and structure of Afrikaans programmes do not gratify respondents' needs. New media technologies broaden respondents' socio-cultural horizons, enabling them to watch, interpret, associate with, and enjoy English programmes comfortably. The changing socio-cultural and demographic environment is liberalising traditional Afrikaans views on television use and is exposing an increasing number of Afrikaans viewers to global television. Within this context the need for Afrikaans programmes is diminishing, placing a question mark over the future of Afrikaans as a television language.     

A computational text analysis of the South African banking sector's representation of its core values: A corpus-driven approach

Abstract

This article uses corpus linguistics (CL) to computationally quantify and qualitatively explain how meaning is represented vis-à-vis core values in the text of the 2009 annual reports of the South African banking sector. Core values prescribe the behaviour, attitude and character of an organisation and may be indicative of an organisation's ideologies. This article draws on the work of Fox (2006a and b), who advances the new development of merging linguistics and corporate communication, and in so doing adopting a transdisciplinary perspective on language. Written text is an ideal method with which to capture an organisation's ideologies through corporate public discourse (CPD) such as annual reports, because the organisation can control the content and distribution. However, as corporate messages are generally written by the ‘entity’ and not by the individual, writers essentially accept the banks’ practicing power through consent. The results illustrate how the repeated use of content words may skilfully position the reader of the text positively towards the South African banking sector's core values represented in the text. Researching language in organisations not only facilitates strategic competence in comprehending communication processes, but can also be beneficial in terms of more credible CPD.     

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

Abstract

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

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.     

FRAMING OF JACOB ZUMA AND POLYGAMY IN DIE BURGER (2008–2013)

ABSTRACT

The traditional practice of polygamy, whereby a person is married to more than one spouse at the same time, entered the public discourse in South Africa primarily through President Jacob Zuma's weddings in 2008, 2010 and 2012. This article aims to reflect the discussion of Zuma's polygamy in particularly the Afrikaans communities of South Africa from 2008 to 2013, as the Afrikaans language newspaper Die Burger targets this segment of the broader society. Drawing on framing theory, three major themes emerged from this analysis. First, writers in Die Burger want Jacob Zuma to be a modern head of state instead of a traditional man. Second, they believe that the particular cultural right to practise polygamy violates women's human rights. Third, they see Jacob Zuma and polygamy not as a private but as a public issue, since taxpayers are supporting his family financially.     

Who is (South) African? A re-reading of Thabo Mbeki's ‘I am an African’ speech in the context of the banned (later unbanned) Nando's ‘diversity’ television commercial

Abstract

In 2012 flame-grilled chicken company, Nando's, released a 52-second advert showing people of various races and ethnicities vaporising into thin air, one after the other, leaving a lone San Bushman wearing a xai who declares: ‘I'm not going anywhere. You f*#@ng found us here.’ Broadcasters SABC, DStv and etv initially banned the advert, citing fears of a xenophobic backlash. In 1996, former South African president, Thabo Mbeki, who was deputy president at the time, delivered what has become known as the ‘I am an African’ speech at the adoption of the South Africa Constitution Bill. In the speech Mbeki appears to codify ‘Africanness’ into a consciousness not just of history, but a shared history. The conceptual reach of his speech seems to imply that everyone who may share South Africa's history is somehow South African and African. This article argues that the Mbeki speech and the Nando's advert, taken together, draw attention to the simultaneous richness and poverty of citizenship in South Africa, and the potential benefits and contradictions of claiming citizenship in the sense preferred by the two texts. The context is supplied by a sampling of 22 randomly selected online comments centering on the censored advert.     

Subversive semiotics and ironic anchorage on Vrye Weekblad covers: A visual analysis

Abstract

The apartheid-era Afrikaans press's compliance with apartheid politics and ideology is commonly recognised. This article investigates the newspaper Vrye Weekblad as an exception in this regard. A reading is made of four selected Vrye Weekblad front covers, through a qualitative visual semiotic analysis based on a Barthesian model, in order to describe the covers’ subversive and anti-apartheid tendencies. This analysis reveals that the subversive tendencies at work on the covers represent an open assault on the ruling National Party's (NP) norms and values, especially in terms of the bastions of apartheid Afrikaner nationalism, such as traditional reformed Christian beliefs, symbols of Afrikaner patriotism, concepts of racial purity and white ethnic superiority. The myths present on these covers, while functioning to undermine dominant ideologies, also naturalise an ideology of Vrye Weekblad's own, by creating alternative myths of a critical disposition towards the NP government. The subversive encoding of these covers stems from an ironic tension in anchorage between the conventional connotations associated with the cover images and their accompanying text, which undermine the dominant meanings of the images. This article seeks to contribute a theorisation of this ironic anchorage as a mode of encodification within the broader context of mythical representational practices. The author proposes that as these Vrye Weekblad covers were published under much the same uncertain circumstances as are experienced today with the African National Congress's (ANC) looming Protection of Information Bill and Media Appeals Tribunal, one might see the same occurrence of subversion through ironic anchorage in the contemporary South African media.     

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.     

Visual representation,editorial power,and the dual ‘othering’ of black men in the South African gay press: The case of Gay Pages

Abstract

This article considers some of the ways in which black gay men are marginalised within the queer community and have limited ‘visibility’ in mainstream queer visual culture. The formation of a minority within a minority (or the ‘other’ Other) is ultimately what the article sets out to expose. Thus, we argue that images of black gay men are far less ubiquitous than, for example, those of white, male and middle-class gay men. In order to illustrate this, a purposive sample from the South African gay men's lifestyle magazine Gay Pages is considered and critiqued. We argue that the visual mode of Gay Pages gives the impression of promoting a hegemonic gay male identity. This identity appears to be ‘natural’, but is in fact one-sided and stereotypical, as are most cultural constructions and representations. The narrow and limited representation of gay men endorses an exclusive, homogenous and inaccurate portrait of the queer constituency (in the minds of heterosexual and gay South Africans alike) and suggests the question that leads this investigation: If ‘belonging’ is articulated through the consumption of queer culture, what then of those queers who do not fit the ‘mould’ standardised by mainstream gay print media? This exploration of queer visual media deals not only with that which is frequently represented (white homomasculinity), but also, more significantly, with that which is not (black homomasculinity).     

‘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.     

Securitisation from below: the relationship between immigration and foreign policy in South Africa's approach to the Zimbabwe crisis

The political and economic debacle in Zimbabwe has led to a large-scale influx of Zimbabweans into neighbouring South Africa. This article argues that there is a complex and significant link between the domestic response to this immigration influx and South Africa's foreign policy towards Zimbabwe. South Africa's foreign and security policy elite preferred to use an immigration approach of benign neglect as a tool to promote its ‘quiet diplomacy’ approach towards the Zimbabwean regime, treating the influx as a ‘non-problem’. But increased xenophobic violence, vigilantism and protests in townships and informal settlements against Zimbabwean and other African immigrants, culminating in widespread riots across the country in 2008, contributed to a change not only in immigration policy but also in the mediation efforts towards the Zimbabwean parties. I argue that this foreign policy change was pushed by a process of ‘securitisation from below’, where the understanding of Zimbabwean immigrants as a security threat were promoted not by traditional security elites but by South Africa's marginalised urban poor.     

The persuasive effect of Tsotsitaal in HIV/AIDS material

ABSTRACT

According to Statistics South Africa (2002) HIV infections were the leading cause of death for females between 15 and 39 years of age for the period 1997 to 2001. The South African Department of Health (2003) estimates that 3.1 million women (15–49 years) in South Africa are HIV-infected. The Human Sciences Research Council (HSRC) (2002) claimed that in the 15- to 24-year age group, 12 per cent of the women and 6.1 per cent of the males are HIV-infected. The high incidence of HIV/AIDS has resulted in a number of campaigns that seek to promote safe sex. According to the results that have been published, young people are seen as a high-risk group. However, of the campaigns that seek to address the issue of HIV/AIDS, the loveLife project is the only campaign aimed exclusively at young people. loveLife makes extensive use of the printed media in their campaigns. They claim to speak in a language with which young people will identify. Very little research into the effectiveness of the language use in these campaigns has been undertaken. Saal (2003) examined the effect of teenager slang as used by loveLife among learners in the Western Cape. This research is an extension of the research conducted by Saal (2003), looking in particular at the effect of Tsotsitaal among learners in the Eersterust area. Tsotsitaal is widely used in Eersterust, Gauteng Province, and its persuasive effect in HIV/AIDS material will be examined. Two brochures (written in Standard Afrikaans and Tsotsitaal) were tested in terms of their effect on source–receiver–similarity, source attraction and credibility (source expertise and trustworthiness) as well as persuasiveness. The findings of the study suggested, somewhat surprisingly, that speakers of Standard Afrikaans are rated more favourably than Tsotsitaal speakers in terms of source–receiver–similarity and credibility. The participants also viewed the brochure in Standard Afrikaans as significantly more persuasive than the Tsotsitaal brochure.     

Language visibility and language removal: A South African case study in linguistic landscape change

Abstract

Some changes of an evolving language regime are moderate in nature as they do not necessarily entail the removal of a language from the linguistic landscape. They can be deemed less moderate when a former prestigious language is removed, as is the case in post-Soviet countries where former bilingual signs are physically replaced by new, predominantly monolingual signs, no longer displaying Russian. South Africa's constitutional language requirements do imply the re-profiling of public signs in order to feature an African language; changes that seem compatible with a moderate approach to linguistic landscaping. Do the different policies that regulate the linguistic landscape – and the resulting changes themselves – actually reflect this moderate approach? This article analyses two aspects of linguistic landscape change: language visibility policy and linguistic landscape data collected in three towns in the Kopanong Municipality, Free State Province. A central finding is that it is left to provinces and municipalities to promote bi- or multilingual language visibility and that the Kopanong Municipality plays a conservative role in this. Significant changes in the linguistic landscape are being introduced by external role-players such as national government agencies. The removal of Afrikaans from the linguistic landscape may be linked to the latter.     

Cultural Studies as ‘Psycho-babble’. Post-LitCrit,methodology and dynamic justice

ABSTRACT

Methodology, policy and the turn to post-LitCrit, are both strengths and weaknesses in cultural studies. As strengths, they have freed the field from the tyranny of quantitative methods and a deterministic positivism; but they are simultaneously weaknesses, in that cultural studies now exhibits an ambiguous relation to the ‘material’ – to contexts. Texts are disarticulated from contexts in the post-LitCrit ‘tradition’. The consequences of inapplicable appropriations of cultural studies are now seen in regressive applications supposedly couched within the democratising imperative that was once the raison d'etre of the field. This study examines the consequences of the loss of the ‘material’ from certain inflections of cultural studies. Reports of the South African Human Rights Commission into Racism and the Media constitutes my case study. Using the concept of dynamic justice, I propose a return to context based on evaluative criteria rooted in the human condition. Instead of ‘Texts’, or even ‘class consciousness’, I argue that the principal contextual criteria for cultural studies research could be based on the socio-political value ideas of Freedom and Life Chances.

[T]ensions and contradictions abound; sophistry has replaced rigour in many an instance and dilettantism parades as expertise and informed judgement.

John Williams (1999) on intellectuals in the ‘new’

South Africa.

I'm not racist, I only hate whites, not blacks

Ma Maloi, rejecting her daughter-in-law's allegations about her racism against their white neighbours. Going Up, sitcom, Episode 24, South African Broadcasting

Corporation.

Though cultural studies emerged from an impeccable lineage of both theoretical critique and empirical immersion, some post-1990 variants reflect an ambiguous relationship with empirical methodology, factual accuracy and the material. Media studies exhibits an often strained relationship with content analysis and numerical methods (Ruddock 1998). Cultural policy studies tend to forget the dialectic which keeps critique alive in its delicate relationship with state and funding agencies (Tomaselli and Shepperson 1996). Originally concerned with the study of power relations and democratisation, cultural studies has been on occasion over the past decade definitionally reduced merely to a form of ‘writerly expression’ (Willoughby 1991). Conversely, it has been accused of becoming a discourse of pseudo-liberation (McChesney 1996), and, during the struggle against apartheid, of being the vanguard of new fascisms (Edgecomb 1984). For some, cultural studies is the central disorganising principal in journalism education (Windschuttle 1998). The relationship between cultural studies, which emphasises the ‘popular’, and the propositions of human rights movements, is also unclear.