On October 26 1988, for the first time in the country’s history, South Africans of all races will be expected to go to the polls to elect their local government representatives. Never before have these elections been held together on the same day. That is about all that is historically "new" about the coming local authority elections. Yet to the government, the forthcoming municipal elections are all-important. So much so, that it is now an offense to call on people to boycott the elections. This booklet will attempt to find some explanations for why the coming municipal elections are so important to the government. How do they fit into the National Party’s political plans for the country and, most importantly, how do the majority of politically unrepresented South Africans view the elections and the structures of local government?

This thesis examines the meanings that residents of the township of Hooggenoeg (in Grahamstown, in the Eastern Cape province of South Africa) made of the election coverage in the Grocott’s Mail newspaper during 2011 municipal elections in South Africa. In addition, this study also sought to understand the particular set of ‘normative roles’ played by the paper, both with reference to the well-established body of theory about the normative roles of journalism in a democracy, and in terms of the paper’s own conceptualisation of its role in the functioning of local democracy. Grocott’s Mail, the oldest independent newspaper in South Africa, provided extensive pre-election coverage, which included producing and distributing an unprecedented free edition of the paper. The paper also facilitated a town hall debate in order to encourage residents to vote, and empower them to make a more informed choice about their vote. Three qualitative research methods, namely qualitative content analysis, focus group interviews, and individual interviews were used to examine the relationship between the content provided by the paper and the audience’s process of ‘making sense’ and deriving meaning from the content provided. The study concludes that Grocott’s attempt to encourage democratic culture in Grahamstown, in keeping with the more ‘facilitative’ normative roles that the local media can play, was only partially successful. Much of the election reporting subordinated the voices of the ordinary people, and privileged reporting that focussed narrowly on the voting process, and which foregrounded the views of political parties. Overall this coverage largely failed to resonate with the Grocott’s readers who live in Hooggenoeg (a largely ‘coloured’ area of Grahamstown), whose key concerns in terms of their daily life – such as poverty, unemployment, crime, lack of services – seemed, to them, unaddressed by this election coverage and, consequently, was not as engaging or convincing as the publishers/editors had hoped it would be. It can be also argued that Grocott’s narrow conceptualisation of democracy as entailing only public participation in electoral processes failed to cater for how audiences can be made aware of how they can participate in governance beyond the election period.