Theorising African communications: The bad news signalled by broadcast digital migration policy

Abstract

Broadcasting digital migration (BDM) in Africa reflects deadlines agreed by the continent at the International Telecommunications Union (ITU). The case suggests a negative answer to the question about a uniquely African contribution to communication theory. This is because there is a disjuncture between the ideology of BDM, as evolved in developed countries and copied in African countries, and a critical theorisation of African communications which could surface a different vantage point. The embedded theory that informs African accord on BDM assumes unquestioningly that this particular development in advanced economies has to be emulated in Africa. As a result, primary African communications characteristics are ignored, including the case for investing in radio or mobile Internet rather than BDM. Also missed is the value of democratic and interactive communications, meaning that the BDM set top boxes (STBs) are seen merely as decoders of one-way content flows. In sum, the experience of BDM as a particular intersection of communications technology and social conditions reflects an inadequate African communication theorisation.     

The remythologisation of white collective identities in post-apartheid South African film by myth and counter myth

Abstract

Since 1994 a collection of films, referred to here as post-apartheid South African history film, has thematically represented South Africa's apartheid history, and in so doing has engaged with the representation of the white figure in ways which suggest a reformulation of collective South African white identity construction. Part of this process is the phenomenon of the remythologisation, or the counter myth construction, of whiteness as an identity on film. Such mythic representations frequently describe the white figure as connected to aspects of guilt (whether individual or collective), remorse and forgiveness. Often the mythic construction of whiteness on film is delivered in a seemingly oversimplified binary fashion, reducing the representation of white identity in the post-apartheid South African situation to one that is robbed of complexities and nuances.     

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.     

Cultural dimensions of South African employees and internal organisational communication satisfaction

Abstract

This article aims to help communication practitioners know which cultural dimensions are associated with communication satisfaction. The meta-theoretical framework is the Excellence Theory of Public Relations and Communication Management (Dozier, Grunig and Grunig 1995, 35). The conceptual theoretical framework; cultural dimensions by Geert Hofstede (Hofstede and Hofstede 2005, 39) and communication satisfaction by Downs and Hazen (1977, 68) and Gray and Laidlaw (2004, 427) fit into the Excellence Theory of Public Relations and Communication Management. The research design was a quantitative survey with an online questionnaire as a data collection method distributed among a random sample. Validity was improved through pilot tests and the sampling technique. In terms of reliability this survey's scores sufficed as accurate and consistent, scoring above the acceptable score of 0.7 (Van Heerden 2001); 0.72 for national culture and 0.83 for communication satisfaction. Regression analysis was used to analyse the relationship between cultural dimensions (independent variables) and communication satisfaction (dependent variable). The findings clearly showed that national cultural dimensions have significant relationships with communication satisfaction. The implication was that internal communication practitioners could now be informed about the dynamics of the interaction between the cultural dimensions prevalent amongst South African employees and internal organisational communication satisfaction.     

African scholars and African Studies

This article focuses on the development of African Studies, principally in post-1945 Europe and North America, and its counterpart in post-independence Africa. African Studies enjoys an increasingly close connection with bilateral and multilateral development co-operation, providing research and researchers (along with their own conceptual frameworks and concerns) to assist in defining and providing direction for aid and related policies. This is leading to unhealthy practices, whereby African research is ignored in the formulation of international policies towards the continent; while external Africanists assume the function of interpreting the world to Africa, and vice versa. This dynamic reinforces existing asymmetries in capacity and influence, especially given the crisis of higher education in most African countries. It also undermines Africa's research community, in particular the scope for cross-national and international exchange and the engagement in broader development debates, with the result that those social scientists who have not succumbed to the consultancy market or sought career opportunities elsewhere are encouraged to focus on narrow empirical studies. This political division of intellectual labour needs to be replaced with one that allows for the free expression and exchange of ideas not only by Africans on Africa, but with the wider international community who share the same broad thematic and/or theoretical preoccupations as the African scholars with whom they are in contact.     

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.     

The African Information Society: rhetoric and practice

ABSTRACT

In the last few years Africa has seen an enormous activity in the field of information and communication technologies (ICT) related conferences and initiatives on behalf of international and donor institutions. These initiatives became increasingly coloured by the rhetoric of an emerging global information society and the need for an African answer to these developments. With regard to this information society two documents hold particular relevance: the United Nations Economic Commission for Africa's, (ECA's) Africa's Information Society Initiative (AISI): An Action Framework to Build Africa's Information and Communication Infrastructure and the ITUs African Green Paper. This article sets out to question these policies and implementation initiatives, and their rhetoric and practice.     

Russia's African Toolkit: Digital Influence and Entrepreneurs of Influence

Today, Russian influence on the African continent is still anecdotic compared to the People's Republic of China, the United States, and former colonial powers, such as France. Yet, Moscow has committed to reasserting itself as an alternative pole of influence to China and Western countries in the eyes of some African elites. This article analyzes two key components of Russia's African toolkit: its media outlets such as RT and Sputnik, which have managed to impose themselves on the African media landscape, and its entrepreneurs of influence, in charge of influence campaigns of different scopes. The article contends that Russia's media success relies more on the appropriation of its informational content by African actors with their own political agendas than on Moscow convincing African audiences of the legitimacy of its foreign policy or political model, and that entrepreneurs of influence may play a useful, but limited, role in testing new parameters of influence.     

European interests in the SALT process

The ambitions of the global South for a larger share of global wealth and political power are at least partly being played out on the African continent. The increasing Africa--South relations seem to indicate a relative decline in Africa--North ties, with the shift in Africa's trade relations from North to South resulting in trade creation rather than trade diversion. The South partners are also providing much needed infrastructure development assistance to the continent. Politically, these relations are formalised in a host of frameworks and associations and operate in fundamentally different ways from those between Africa and its erstwhile colonial masters. It is doubtful, though, to what extent Africa's capacity to influence the global agenda is strengthened, especially given that not a single African country is (yet) a member of the ‘South Big Four’, the BRICs.     

Journalism education and practice in South Africa and the discourse of the African Renaissance

Abstract

At the turn of the century there was sheer optimism that ‘Africa's time’ to address all its problems had come, and as a result the 21st century was widely hailed as the ‘African century’ (Ban 2008; Makgoba 1999; Mbeki 1999; O'Reilly 1998; Zoellick 2009). This pronouncement was accompanied by the parallel call for the African Renaissance, which challenged many institutions to align themselves with this ‘crucial phase’ in the history of Africa. In the process, expressions such as ‘de-Westernisation’, ‘Africanisation’, ‘indigenisation’ and ‘domestication’ became buzz-words. Yet, after almost a decade of such claims, there appears to be very little, if anything, gained from these confident pronouncements. This article is situated within embryonic debates on the Africanisation of the curricula. The article explores the current thinking on journalism education (the teaching of journalism) and practice (the practice of journalism) in the country, with a view to furthering our understanding of journalism agility deemed important for the ‘African century’. It further explores the opportunities and limitations of situating journalism education and journalism practice within the discourse of the African Renaissance. The key data that form the basis of this article were collected through interviews and an open-ended questionnaire from a sample consisting of journalists, journalism educators and senior journalism students. The findings point to the need to rethink journalism education and journalism practice, given the trends of globilisation and the equally compelling need to Africanise.     

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.     

Readability in South African financial advertising

SUMMARY

The purpose of this article is to share with fellow lecturers and teachers in the communication field perspectives on some of the issues of satellite communication and the University of Zululand's practical experiences in exposing students to satellite television communication. The point of departure is that there is a great deal of speculation about the impact of global telecommunications and information technology, and the nature of the information society, but very little data about what is actually going on. With this in mind certain trends, concepts and issues in the field of satellite communication are discussed, and followed up by a case study amongst the students and staff at the University of Zululand.     

评析外国直接投资对非洲国家经济发展的影响

2000年以来,基于科学技术突飞猛进的发展和国际产业分工格局的深刻变化,经济全球化趋势加速深化。外国直接投资作为国际资本流动的主要方式已经成为带动新兴发展中国家经济体快速增长的重要手段之一。随着非洲大陆外国直接投资流入规模的不断增加,外资在非洲东道国经济发展中的重要性日益增加。当前外资对于非洲国家的资本形成、制度变迁、对外贸易、技术进步、可持续发展等方面都产生了一定影响。非洲国家应该权衡利弊,提高对外资的吸收能力,更好地通过利用外资实现经济发展。     

The Australian journalism vs cultural studies debate: implications for South African media studies

ABSTRACT

This article describes an investigation into factors required for a development programme in intercultural business communication amongst the personnel of a South African company operating in the Japanese market. Drawing from items that were identified in the literature, and amongst individuals who operate in the Japanese market, a set of criteria was identified that could be included in a South African-Japanese intercultural business communication course. These criteria were used in a structured questionnaire, which was pre-tested in interviews and a focus group, and then administered to a group of company managers who had travelled to Japan on business. The results of the research are a set of items ranked in terms of salience within three categories. The first comprises degree of knowledge of important aspects of Japanese life, the second consists of factors that lead to culture shock, and the third includes aspects that are deemed to be important in a course on South African–Japanese intercultural business communication.     

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.     

Aids and political cartoons: a case study

ABSTRACT

Broadly, this article looks at the role played by political cartoons in the Aids struggle. A sample drawn from the period 1988 to 2001 was used for this study, the purpose of which is to discover how Aids has been represented in political cartoons published in major South African newspapers. Two sub-problems are identified. The first sub-problem looks at the frequency of Aids-related cartoons over the study period and follows a quantitative approach using content analysis. The second sub-problem considers the representation of Aids in cartoons and uses a qualitative approach through the application of semiotic analysis. This analysis is based on the interpretation of the sign system drawing on the iconic, indexical and symbolic elements in the cartoon. In conclusion, the value of political cartoons is debated. Political cartoons serve as an important adjunct to editorials, providing a summary of a certain situation or event. As a visual image, cartoons can instantly make a point that would be difficult to articulate in written text and often leave a lasting impressions on the reader. A problem in analysing political cartoons is the lack of definitive supportive theories. A model devised by Medhurst and Desousa, based on the assumption that the political cartoon is a rhetorical device, is used as the starting point.     

Traumata on Screen: Cinematic Views from Southern Africa

ABSTRACT

This special themed issue of Communicatio explores the profound transformation of the political, cultural and intellectual contours of Africa from the vantage point of African film and grounded within the theoretical and epistemological discourses of trauma studies, memory studies, postcolonial studies, and decolonial studies. The contributors are particularly interested in exploring the relational flows between African cinematic works and the social and imaginary circumstances of their production, engagement and representation. Through an explication of the screen and viewing cultures from Africa, this themed issue wishes to make three contributions. The first is to the already established but on-going scholarly work of trauma studies, but specifically from an African, cinematic vantage point. The second contribution is to the theoretical body of work on African cinema (and in this context, “cinematic” includes both film/television). And the last contribution is to the emerging view that culture is a “two-way street,” to put it colloquially: a reversal of the dominant “Western” direction of culture, with an emphasis on different tones of social values and contexts, that have been marginalised in mainstream popular culture discourses.     

The meaning of post-apartheid Zulu media

Abstract

This article explores the relationship between certain South African media corporations, growing post-apartheid Zulu media platforms, the size and diversity of Zulu-speaking media consumers, and the historical socio-cultural construction of ‘Zuluness’. This relationship, this author observes, manifests largely through media corporations’ increasing recognition of Zulu people's pride in Zulu (i.e. the language) and ‘Zuluness’ – all of which are historical products of various forms of socialisation. Coopting this pride, profit-driven media corporations are commodifying Zulu and ‘Zuluness’. This commodification via the establishment of Zulu media outlets is paradoxical: 1) it is a transformation of a public and open Zulu cultural sense of ‘being’ into institutionally determined commodities exchangeable for revenue, for the ultimate benefit of media owners other than the masses of Zulus themselves; 2) it is a form of commoditisation that gives Zulu a linguistic profile that has historically been accorded only to English and Afrikaans. This article's argument is further briefly articulated through various intellectual frames: Graham Murdoch and Peter Golding's conceptualisation of critical political economy of communications and culture (2005); John and Jean Comaroff's anthropological analysis of commercialisation of ethnicity (2009); and, for South African specificity and precedent, through Herman Wasserman's reading of Afrikaans media corporations’ commercialisation of Afrikaans language and identity. Then the question is: What does the explored relationship mean for South Africa's multilingualism?     

‘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’.