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.     

‘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’.     

The Filmmaker's Triage: The Doctor Figure and Images of Trauma

ABSTRACT

While writing a fictionalised feature film screenplay set around the character of a South African doctor during his year of compulsory community service in a rural hospital, I began researching how this figure has been represented in other narrative films, particularly those stories told in an African setting. A number of films and television dramas, some made by African filmmakers and others by filmmakers from outside of Africa, have been produced around the medical encounter. My interest lies not in assessing the health messaging found in these films and programs, which is better left to the health educationalists and medical sociologists, but in examining the fictional doctor figure as the main protagonist in these films. While the sociocultural and political dimensions of medicine, health and illness are relevant, I refer to them only in passing while exploring the fictional imagery of the doctor figure within the imagined filmed-Africa as it appears in the films The Last Face, Beyond Borders and Le grand blanc de Lambaréné.     

Stemming the HIV/AIDS epidemic in South Africa: Are our HIV/AIDS campaigns failing us?

Abstract

Media-based campaigns are critical tools in changing the behaviours that are fuelling the HIV/AIDS epidemic in South Africa. However, given the absence of an effective behaviour-change response in the face of the epidemic, many have come to doubt the efficacy of these campaigns. Campaign designers who profess to using best-practice principles in designing HIV/AIDS campaigns also report that although some of these campaigns book changes in beliefs and attitudes, they seldom have a significant effect on the behaviours that are fuelling the epidemic.

This situation raises a number of general questions with regard to South African HIV/AIDS campaigns: How effective are media-based campaigns in general in changing health-related behaviours? Are South African HIV/AIDS campaigns successful or not? If not, why not, what could be done to optimise their efficacy? What aspects of South African HIV/AIDS campaigns contribute to their efficacy and could be up-scaled in future campaigns?

This article provides a critical analysis of the processes followed in the design of the Living Positively Campaign and of the design features of the messaging of the booklet Living positively with HIV and AIDS. This analysis clearly indicates that despite claims by campaign designers of adherence to best-practice heuristics, very few of them are implemented in the design of HIV/AIDS campaigns.     

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.     

All News is Bad News: Newspaper Coverage of Political Parties in Spain

Spain has a highly partisan media system, with newspapers reaching self-selected partisan audiences and espousing explicitly partisan editorial preferences. Do the newspapers of the left and right differ in how they cover politics in ways that can be predicted by their partisan leanings? We review theories of issue ownership, journalistic standards, and information scarcity and test hypotheses derived from each. We find that the parties converge substantially in virtually every aspect of their coverage. Few differences emerge when we look at what topics are covered or in the dynamics of which topics gain attention over time. However, we confirm important differences across the papers when they make explicit reference to individual political parties. Journalistic norms result in a surprising focus on the faults of one’s enemies, however, rather than the virtues of one’s allies. Our assessment is based on a comprehensive database of all front-page stories in El País and El Mundo, Spain’s largest daily newspapers, from 1996 through 2011.     

The rise of film production and the politics of the star system in South Africa

ABSTRACT

The rise of film production and the ubiquitous presence of the ‘new wave’ of South African films on the international scene in recent years have raised expectations amongst local film stars hoping to get their biggest break by taking leading roles in major South African productions. However, most of these films – particularly co-productions – have continuously used foreign stars in leading roles. As a result, local stars have constantly voiced concerns about the proliferation of foreign artists in leading roles in South African productions. Many explanations have been offered in trying to understand why filmmakers tend to cast a foreign star when a local one could probably do a better job (in, for example, portraying a local icon like Nelson Mandela) and still command a lesser fee. However, this article puts forward that most of these arguments are based on intuition rather than on the real dynamics and externalities governing this practice. The article attempts to make sense of this issue by arguing that the rationale for this practice stems from a film being a high-risk investment that it is driven by the broader financial imperatives of film production. The article offers empirical evidence to suggest that stars do not add economic value to the film, but to themselves (see Elberse 2005), since the bulk of the money goes towards their appearance fees. It is concluded that the traditional model guiding film finance and the logic behind it need to be looked at afresh, given the fact that several films have failed at the box office, both locally and internationally, despite featuring major foreign stars, compared to the massive success of some local films (e.g., Jerusalema, Tsotsi and Yesterday) with local stars in the leading roles.     

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.     

“Journalism ideology” and its influence on the producers of Radio Sonder Grense radio current affairs

In the same way that people can have a political or a personal ideology, their professional identities and how they practise a craft or an occupation may be influenced by what can be labelled as a “professional ideology”. Through conducting interviews with the producers of the South African Broadcasting Corporation (SABC) Afrikaans radio programmes Monitor, Spektrum and Naweek-Aktueel, this article reports on research which showed that there is indeed such a thing as a “journalism ideology”. The interviews focused on how “internal influences” – such as a journalist's background and training, newsroom routines – and “external influences” – such as the audience – influenced the decisions they made in choosing news stories and producing content. This “journalism ideology” influences the producers and in turn the news content of these current affairs programmes that are listened to daily by almost two million listeners. The conclusion drawn from the study is that, although the participants’ “journalism ideology” largely determines the news stories for their programmes, structural forces, newsroom routines and organisational constraints often dictate their actions. Finally, although all the participants saw themselves as “watchdogs of democracy”, internal pressures within the SABC could endanger that role.     

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.     

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.     

An analysis of ten international radio news broadcasts in English to Africa

Abstract

This study examines news broadcasts and news features/commentary from ten international radio broadcasting services to Africa on December 12, 1977. The authors first discuss the background and motivations for African broadcasts from the services. Data generated after coding tapes of the short‐wave broadcasts are discussed with regard to: (1) 20 identified news stories from the services; (2) the ordering of news stories; (3) the amount of time devoted to stories about Africa‐related news; and (4) news features and commentary. Broadcasting services included in the study are: British Broadcasting Corporation, Radio Station Peace and Progress (USSR), Radio Moscow, Voice of America, Voice of Nigeria, Radio Canada International, Broadcasting Service of the Kingdom of Saudi Arabia, Israeli Broadcasting Authority, Radio Nederland, and Radio South Africa.     

‘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.     

F.H. (Terry) Terblanche (17 June 1939 – 30 April 2014)

ABSTRACT

Research shows that there is a perception that gender equity in the South African news media has reached maturation and that the power female journalists hold in the newsroom equals that of their male counterparts. these perceptions might be attributed to the fact that South african news media have reached near gender parity in terms of the workforce. However, the question is whether this translates into women having equal power to influence news agendas and to extend the broader public discourse.

Through interviews with journalists from a cross-section of the South african english- and afrikaans-language media, the study shows that despite improved gender equity in the workforce, female journalists do not think they have the same power to alter news agendas as their male counterparts. Furthermore, the study shows that despite women and men often covering similar beats and stories, they emphasise different story angles and also articulate their role in society differently.     

Risky business: Covering slow‐onset hazards as rapidly developing news

The emerging field of risk communication has yet to thoroughly grapple with how the mass media report risk. Through a content analysis of five newspapers noted for their science reporting, newspaper coverage of four environmental hazards is compared to media coverage of more traditional risky events. In general, these slow‐to‐develop stories are reported in much the same way as more traditional disaster stories. News accounts emphasized an event orientation, framed risks in terms of human activity rather than social and political contexts, described risk in terms of harms and benefits, and relied on traditional sources. The authors then explore how this version of mass‐mediated risk might change current definitions of risk communication and how a mediated construction of risk may influence public perception of the political choices these issues raise.     

BOOK ANNOUNCEMENTS … BOEKAANKONDIGINGS

SUMMARY

• In this article a number of general principles and practical tasks awaiting South African publishers are discussed by Andries Walter Oliphant, editor of Staffrider. Some of the points discussed are:

• the need for all South African publishers to underwrite non-racist democratic values;

• the need for South African publishers to advocate and defend the right of the reading public to have access to all published material and information;

• the need for publishers to counter the history of injustice, ignorance, racial prejudice and oppression by exposing and criticising any manifestation of it in society, the state and the media; and

• to give space to subordinate classes, such as workers and gender groups, to articulate their interests and conceptions of what freedom and social justice might mean to them.

     

Making meaning of citizenship: How ‘born frees’ use media in South Africa's democratic evolution

Abstract

By examining young people's habits of using the media in relation to citizenship, this article responds to calls that the starting point for research into citizenship and democracy should be the perspectives of citizens themselves. Drawing on both quantitative and qualitative research with young South Africans (the ‘born free’ generation), the study sought to gain insight into how young people use media to make sense of notions of citizenship and participatory democracy in ways that are relevant and reliable to their everyday lives. The findings suggest that young South Africans are distrustful of politicians and political institutions. Media consumption was high amongst participants, as well as media trust, but the lack of relevance of media content suggests that those wanting to engage with the youth through the media need to target content through more youth-orientated genres.     

Masculinity and male survivors of wartime sexual violence: a Bosnian case study

While conflict-related sexual violence affects men and women, male survivors are often overlooked or marginalised. The case of Bosnia-Herzegovina (BiH) is a poignant example. Twenty-two years after the Bosnian war ended, little attention has been given to the men who suffered diverse forms of sexual violence during the conflict. The present article contributes to addressing this gap. Based on semi-structured interviews with 10 men who endured the horrors of the ?elopek camp in north-east BiH, it focuses on the lives of these men today. Exploring the men’s silences and the intersection of their trauma with ongoing everyday problems, it goes beyond the commonly made argument that sexual violence against men constitutes an attack on masculinity. Fundamentally, it examines how masculinity norms and expectations have shaped the men’s stories, coping strategies, and current needs. This use of a masculinity lens highlights important gaps within transitional justice, which to date has narrowly focused on violent and militarised forms of masculinity. The article thus calls for transitional justice processes to give more attention to masculinities affected by violence.     

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)     

South African women: an intercultural perspective

SUMMARY

Misrepresentation of local whisky as a genuine Scotch whisky was the centre of a high-powered legal wrangle in South Africa. As South African courts tend to favour informed expertise over empirical surveys, the author was asked to act as an expert witness for the plaintiffs. Evidence focused upon brand perceptions created by the label, specifically dominant features as opposed to small print.