Mythological representation in popular culture today

Abstract

Mythologies that reside and operate within popular culture representations and the mass communications media reveal valuable insights into the way in which audiences are conditioned to interact with the social world. These myths require critical attention, and an understanding of contemporary myths should be established, as myths (being residents of the popular mass media) are decoded on a near constant basis by audiences.

This article addresses selected mythological representations in popular culture mass media, in order to examine the nature and societal functions of myths. Part of the importance of deconstructing contemporary myths is constituted by the myth's fictional content. While myths function to inform individuals of acceptable societal behaviour and contribute to an ordered social environment, they can also function negatively to represent negative connotative meanings about certain social groups or issues.

The importance of myth is therefore paramount, but the wealth of mythical nuances that could potentially receive critical attention is multitudinous. This article aims simply to uncover some insights into mass media mythological functionalities as a starting point for investigation.     

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?     

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.     

Rand Daily Mail: die dood in perspektief

SUMMARY

The closure of the Rand Daily Mail on April 30, 1985 focused the attention of South Africans on the state of the South African press. This (mainly white) press is examined in the article. It is found that if one uses Merill & Lowenstein's EPS curve of stages of media development in South Africa, the white press is already in the Modern phase, with saturated mass publications, decreasing readership of the mass press and an increasing commitment to specialization and diversification. The black publications are in the Transitional phase, moving from the Elite phase to the Popular phase, with a great potential for mass publications due mainly to increasing literacy and rising levels of income. Readership among Blacks has increased by some 250 per cent between 1962 and 1977. Conclusions drawn from these findings seem to indicate that the Rand Daily Mail had not taken adequate account of the realities of the media market and had positioned itself in a no-man's-land between a sophisticated white market and a developing black one. It had proved itself second best against both its main white and black rivals, namely Citizen and Sowetan. It is recommended that, due to the press's economic difficulties and the need for a diversity of views in a reforming constitutional system on the road to greater democracy, government subsidization of the press be considered seriously as an option for the future.     

Positioning independent community media: Findings from a case study of six small South African newspapers

Abstract

This article brings defining aspects of ‘community media’ – as proposed by a group of media stakeholders – into dialogue with research findings from a study on small ‘independent media’. One significant difference between the two media sectors is that the former is usually understood as being driven by commune-style ownership and community control, and the latter by private ownership and profit-driven control. We argue that perceptions constructed by this difference potentially marginalise small independent media organisations. It may compromise their access to funding as well as obscure how, and how much, they contribute to their communities. We find that the six South African small independent newspapers in this research meet defining criteria for ‘community media’. Research findings on issues such as social responsibility, participatory democracy, media diversity and the generation of skills and wealth demonstrate how the principles and practices of the two media sectors overlap. So we propose ‘independent community media’ as a more inclusive and appropriate concept and term for small community-oriented publications, irrespective of their ownership profiles or relationship to profit. Independence is also examined – particularly how the newspapers balance editorial independence with outside control: this reveals inequitable practices currently threatening some newspapers’ survival and success.     

Enkele gedagtes oor die rol van teorie in die wetenskapsbeoefening

SUMMARY

The social significance of television and film as the most powerful means of mass communication in Western civilisation today cannot be underrated. The mass media, and television and film in particular, are not merely neutral carriers of messages. They confer power, legitimate systems and provide ways of looking at the world. They supply the context in which information is learned, attitudes and values formed and decisions made, thereby fulfilling the functions previously filled by the medieval church.

The general functions of the mass media, and television and film in particular, are entertainment, the provision of information and education, socialization and the handing down, or propogation of culture. However, these can be suggested to be merely surface functions and effects of the media's deeper power. There is a hidden role which transcends all surface effects. It may be proposed that it is the media, rather than the church which provides individuals with a worldview which reflects to them what is of ultimate value, and which justifies their behaviour and way of life. Television itself is becoming a kind of religion and has become a prime cultivator of culture, providing the myths, teachings and expressions of religion.

Various authors suggest that television needs to be seriously considered as an operative religious activity. This does not mean that the television and film industry would see itself in religious terms, nor that the mass media can be seen to be replacing theistic religion, but that the correspondence between the content and uses of television and the traditional functions of religion and religious practice is significant.

This article, based on a literature survey, explores the provocative parallel between the traditional functions of religion and the church, and commercial television.     

Painful Pleasure: The Politics and Aesthetics of Psychosocial Trauma in Impunity

Abstract

Continuous trauma syndrome (CTS) is the foundation for the characters in the film Impunity. The aesthetic choices in the narrative structure are an exploration of the discursive nature of violence and trauma in contemporary South African society. The theorising of continuous stress trauma provides the necessary challenge to the more conventional understanding of post-traumatic stress syndrome and informs the underlying analysis of the film. This analysis is offered in an interlocutory manner with psychology theorist Garth Stevens who provides a hermeneutic reading of Impunity that draws directly from his own research and others in the field of psychology. The paper is offered as an examination of an artistic research, film practice. The practice itself constitutes a theoretical expression which connects the aesthetic and structural choices of the film with the disciplinary observations made by Stevens. It suggests two theoretical approaches from different disciplines brought in conversation with each other to inform the reading of Impunity as artistic expression. The paper puts at its centre the discursive approach to the study of violence and trauma to suggest how the film’s structure and its aesthetics may be connected to research in the field of psychology.     

A Dialogic Analysis of Audiences’ Interactions on Online Media Sites in Zimbabwe

Abstract

Zimbabwean mainstream media has been profoundly polarised by two significant camps, namely the pro-government and anti-government media. Public opinion has primarily split between the binary ideological alignments of these two camps. The heavily censored political environment in Zimbabwe since the imposition of the Public Order and Security Act 11:17 (and regulated in a multiplicity of overt and covert ways) resulted in political expressive space being constrained. Online media, however, has created alternative media spaces and contexts that are far more enabling to audiences when it comes in dialogic co-production of meaning and new or alternative value positions to those advanced by traditional media. This article explores the negotiation of meaning by online readers of the state-owned daily, The Herald. Dialogism theory is used to explore discourse and ideological interaction occurring between mass media and its audiences in the news website comments section and how online communication is in fact a reciprocal social practice that is both modelled and remodelled through processes of co-production and negotiation of meaning. The research also takes into account the naming practices that the participants employ in their online interaction.     

The Mundane Experience of Political Culture

In light of the foreign interference in the 2016 U.S. elections, the present research asks the question of whether the digital media has become the stealth media for anonymous political campaigns. By utilizing a user-based, real-time, digital ad tracking tool, the present research reverse engineers and tracks the groups (Study 1) and the targets (Study 2) of divisive issue campaigns based on 5 million paid ads on Facebook exposed to 9,519 individuals between September 28, 2016, and November 8, 2016. The findings reveal groups that did not file reports to the Federal Election Commission (FEC)—nonprofits, astroturf/movement groups, and unidentifiable “suspicious” groups, including foreign entities—ran most of the divisive issue campaigns. One out of six suspicious groups later turned out to be Russian groups. The volume of ads sponsored by non-FEC groups was 4 times larger than that of FEC groups. Divisive issue campaigns clearly targeted battleground states, including Pennsylvania and Wisconsin where traditional Democratic strongholds supported Donald Trump by a razor-thin margin. The present research asserts that media ecology, the technological features and capacity of digital media, as well as regulatory loopholes created by Citizens United v. FEC and the FEC’s disclaimer exemption for digital platforms contribute to the prevalence of anonymous groups’ divisive issue campaigns on digital media. The present research offers insight relevant for regulatory policy discussion and discusses the normative implications of the findings for the functioning of democracy.     

Meeting with the mass media: Tendencies of Japanese politicians

Abstract

This paper attempts to characterize aspects of the relationship between members of the parliament (Diet) and reporters in Japan. It focuses on the question of the degree of contact between the political elite and a particular mass medium, based on the results of a questionnaire that was distributed to Diet members. The findings show that most of the Diet members have a very great degree of contact with representatives of the printed media. Further, a correlation exists between frequency of meetings with local newspaper reporters—as opposed to the national mass media (newspapers and television)—and the number of times a politician has been elected to the Diet.

This research is part of a broader study being conducted in Japan on the relationship between politicians and the press.     

Global media/local meanings

ABSTRACT

In this article the author argues that qualitative investigations into the consumption practices of local audiences provide an important counter to the pessimistic claims of the media imperialism theorists, limited as they are primarily to institutional and textual analysis. In particular, the author argues that qualitative studies of how local audiences interact with global media provide an important corrective to the assumption that cultural homogenisation and synchronisation (Schiller 1976; Hamelink 1993) is following in the wake of the spread of global (primarily American) media and that this is necessarily something to be deplored.

This article first outlines some of the main tenets of the media imperialism thesis. Next it considers some of the more important critiques of this thesis. Finally, it draws on an interview the author conducted with a student at Rhodes University in order to clarify some of the important theoretical considerations we need to take into account when trying to assess the impact of global media on local audiences.

Indeed after years of anti-apartheid sanctions … South African is a country awash in American consumer goods, colonised by American pop culture, and obsessed with American celebrities. (Bill Keller, New York Times, September 25, 1993:5)

Choices [pertaining to media consumption] are constantly being made … But the questions of what those choices might mean, and how they work their way into the lives of those who make them, separating those lives from others perhaps just down the street, and linking them perhaps with others who share everything but locality; these questions remain. (Roger Silverstone 1990:186)     

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".     

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.     

THE MASS MEDIA AND ATTITUDE CHANGE: AN ALTERNATIVE VIEW

SUMMARY

Against the background of her research in Belgium the author discusses the role of the media, and particularly of television, in creating negative racial and ethnic images amongst children. This is done under the following separate headings: (i) setting of the problem, (ii) cognitive processes concerning images of ethnic minorities, (iii) racism and socialisation, (iv) images of ethnic minorities in television programmes for children, (v) the influence of television programmes on the formation of knowledge, attitudes and social behaviour, (vi) the role of education in combating racial and ethnic prejudices and finally (vii) the importance of media literacy training for combating the formation of negative racial and ethnic images/stereotypes.     

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.     

E–governance and e-publicanism: preliminary perspectives on the role of the Internet in South African democratic processes

Abstract

The idea of peace has gained a hegemonic place in the discourse of intellectuals and the mass media. From being a preoccupation of religious and utopian sages throughout history, a vision of a peaceful world emerged as a fashionable occupation for peace activism in the 1960s and ultimately in the 21^st century peace research has become a fast-growing industry. The assumed need to end wars and violence and to enforce peaceful existence on individuals, groups, societies and the entire world has been unquestionably accepted as if a self evident truth. By accepting such dubious claims many scholars have consciously and unconsciously distorted historical data in order to produce an image of an ideal peaceful world. Yet increasingly the belief in the ability to abolish war and eliminate conflict is being questioned and conflict prevention is seen as unrealistic, undesirable and based on misguided assumptions. Thus, if achieving peace is counterproductive what are the motives, aims and consequences of peace enforcement? This article begins a critical interrogation of the idea of peace and peace discourse and the formative value of war as human reality. The article uncovers the genealogy of peace, evaluates the relationships between peace and war and exposes the deceptive strategies and tactics of peace discourse as it manipulates language and the mass media. The article concludes that the consequences of enforcing peace do not produce a beautiful society but a nightmare where war is seen once again as a blessing.     

A postmodern critique of public relations theory and practice

ABSTRACT

Public relations is defined as the management of communication. However, the theory and practice of public relations are based on a modernist understanding of organisation. Alternative perspectives on the societal and organisational role of public relations are limited. This article explores the contribution of a postmodern critique of public relations, and the differences between modernism and postmodernism, particularly in organisational context. The current debate between critical theory and postmodern critique is also reviewed. Postmodernism is particularly critical of the public relations focus on strategy and management. It rejects the manager as a rational being who has the ability to determine organisational outcomes through strategies, which are viewed as discursive techniques used to enhance the power of some corporate actors. Modern public relations is a hegemonic practice that interpellates practitioners into the system to legitimise the perspectives and actions of corporate managers as objective knowledge, particularly through discursive practices in organisational media. Finally, the media relations role of public relations is critiqued for its creation of a hyperreality that leads to the creation of a hypercivilisation that has no factual existence. This article concludes with suggestions for a postmodern research agenda and defends the simultaneous use of critical and postmodern theory.     

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.     

Media and tutor-learner interaction in distance education

SUMMARY

Technological developments in recent years have provided greater scope in the selection and combination of media for presenting courses in distance education. This article explores the uses and limitations of a number of ‘old’ and ‘new’ media in distance education from the perspective of their educational and communication advantages. The main emphasis is not on technological developments, but on the potential of various media to create a greater degree of interaction between tutor and student than has previously been possible through traditional media such as print and audio-visual media.