Thesis (MPhil)--University of Stellenbosch, 2004. / ENGLISH ABSTRACT: The independent interpretation of a series of interviews shows provisionally that the proponent of an issue is its scout and interpreter in the agenda-setting process. The proponent thus helps to develop and adapt the scope of an issue so that it will appear as a dyna"1ic subject on the media agenda. The focus of this aSSignment falls on the proponents of the inhabited environment as a career scientific development. The definition of this career scientific development was adapted to suit an investigation in media studies. The interview questions examined three topics: the issue proponent's profile, motivation and discouragement to make contributions, and the technical skills and standards needed 10 place an issue on the media agenda. The profile of a proponent is that of scout and interpreter. The respondents mention the stereoty~es media institutions maintain as the greatest demotivation and their love for the inhabited environment as their greatest motivation. The respondents place a lot of value on high joumalistic standards in the coverage of their issue. / AFRIKAANSE OPSOMMING: Deur 'n onafhanklike interpretasie van 'n reeks onderhoude het hierdie werkstuk VOOriOPipbewys dat voorstanders van'n bepaalde saak die verkenning en interpretasle bepaal in die agendadaarstellingproses. As sulks help voorstanders om 'n kwessie se omvang te ontwikkel en aan te pas sodat dit as 'n dinamiese onderwerp op die mediaagenda verskyn. Die fokus van hierdie werkstuk val op die voorstanders van die bewoonde omgewing as beroepsretenskaPlike ontwikkeling. Die beroepswetenskaplike ontwikkeling se omskrywing is aangepas om by 'n mediastudiesondersoek in te pas. Die ondfrhoudvrae het drie afdelings ondersoek: die voorstander van 'n kwessie se profiel, motivering en ontmoediging om bydraes te maak en, laastens, die tegniese vaardighede en standaarde nodig om 'n kwessie op die media-agenda te plaas. Die voorstanders se profiel is die van verkenner en interpreteerder. Die respondente noem dir stereotipes wat media-instansies onderhou as die grootste ontmoediging en hul liefde vir die bewoonde omgewing as die grootste motivering. Die respondente hag baie waarde aan hoe joemalistieke standaarde om hul kwessie te dek.

Within the context of debates concerning the impact of global media on local youth, this study explores how a sample of South African youth responds to texts which were produced internationally, but distributed locally. Recognising the profound rootedness of media consumption in everyday life, the research examines the way these youth, differentially embedded in the South African economic and ideological formation, use these texts as part of their ongoing attempts to make sense of their lives. The study rejects the 'either/or' formulations that often accompany competing structuralist and culturalist approaches to text/audience relationships. Instead, using a combination of quantitative and qualitative research methods, it seeks to highlight the interplay between agency and structure, between individual choice and the structuring of experience by wider social and historical factors. The findings of the study point to the complex individual and social reasons that lie behind media consumption choices, and the diverse (and socially patterned) reasons why local audiences are either attracted to, or reject, global media. These and other findings, the study argues, highlight the deficiencies of the media imperialism thesis with its definitive claims for cultural homogenisation, seen as the primary, or most politically significant, effect of the globalisation of media. As such, this study should be read as a dialogue with those schools of thought that take a more unequivocal point of view on the impact of globalised media culture.

Presented as a comparative analysis, this qualitative audience study tests the hypothetic proposition that youths’ (1) consumption of media is mediated by various socio-economic determinants as well as cultural and institutional practices. In order to test this hypothesis, the research examines the media (more specifically, television) consumption practices and lifestyles of black South African youths living in an urban city (Durban) and a peri-urban town (Alice) at a particular moment in time. Positioned as a historical study that reflects a specific period in the history of television (and media) in South Africa, the study attempts to provide a snapshot of youths, television consumption and lifestyles in post-apartheid South Africa. It assesses the relationship between youths and media during a specific period, namely, around a decade after South Africa’s first democratically elected government and when the country was still in the throes of political and economic change and transition. It assesses this relationship over a four-year period (from 2002 to 2006) and reflects on this epoch in relation to the then existing policy and regulatory framework as well as to the findings from other relevant empirical research. The analysis reflects upon the social constructs of class and gender in relation to the study’s broader findings on television consumption, which are derived from qualitative and quantitative empirical data. It develops categories and typologies of the lifestyles of youths towards this end and it concludes that youths’ media consumption practices and the production and reproduction of lifestyles is a complex matrix of ‘lived’ experiences, cultural identity and other socialising factors such as age, race and class. Moreover, it shows that peoples’ media choices and the related selection and appropriation of media are fundamentally informed by specific policy and regulatory regime. Notwithstanding this, the ways in which black South African youths use media (imported programming or local television content, for example) and accordingly fashion their lifestyles, remains largely determined by their class, their access to Information and Communication Technologies (ICTs) and the proximity of the experiences represented in the media to those with which they can identify. (1) I refer to youths (in the plural) in recognition of the heterogeneity of young people classically referred to as the amorphous group, youth. / Thesis (Ph.D.)-University of KwaZulu-Natal, Durban, 2011.

Thesis (MPhil)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: Since South Africa’s transition from a nationalistic state to a democracy in 1994, debates about the media’s role have intensified as the challenges and complexities of the South African society unfolded. In this debate, which mainly played out between the government and the media, the liberal theory and the developmental theory were used as the two main normative positions from which to contest the media’s role. As normative theories they describe the ideal role of the press within societal systems and thus fall within the functionalist paradigm. Historically, the liberal approach was seen as the accepted normative framework for the media within a democracy to protect that very democracy. The liberal consensus adopted by the post-apartheid media therefore came as no surprise. However, the optimism initially experienced regarding the independence of the new, liberal media, its professionalisation and economic restructuring, is gradually being challenged by the critical perspective. This perspective questions the extent of transformation in a public sphere where entrance is still restricted by class structures. The argument of this paper is that although the above changes to the media landscape are recognised as important, they do not account for issues of class and how the poor, the spaces they live in and the factors impacting on their lives, are framed by the media. This paper is presented as a normative undertaking and presents civic journalism as alternative normative framework. It moves from the premise that the representations afforded to the poor in die media are being hampered by the individualistic aims of the Western, liberal, journalistic tradition. The argument is further that the use of a community-driven approach should lead to broader representation of the poor in the media and the inclusion of this currently marginalised group in the public sphere. Reframing, one of the most important methods of civic journalism, is singled out to explore the possibility of applying civic journalism to the South African context. The motivation for this paper is the belief that the need exists for a greater plurality of voices and discourses. / AFRIKAANSE OPSOMMING: Sedert Suid-Afrika in 1994 beweeg het van ’n nasionalistiese staat na ’n demokrasie, het die debat oor die rol van die media algaande verdiep namate die uitdagings en kompleksiteite van die Suid-Afrikaanse situasie ontvou het. In die debat tussen die postapartheid media en die regering was die twee normatiewe posisies van waar die media se rol by uitstek betwis is, die libertynse en ontwikkelingsteorie. As normatiewe teorieë wat die ideale rol van die pers binne samelewingsisteme verwoord, val dit binne die funksionalistiese paradigma. Histories word die liberale benadering gesien as die vanselfsprekende roete wat ’n media binne ’n demokrasie moet volg om daardie demokrasie te beskerm. Die liberale konsensus van die post-apartheid media was in die lig hiervan geen verrassing nie. Maar die optimisme wat aanvanklik ervaar is oor die onafhanklike, liberale media, sy professionalisering en ekonomiese herstrukturering, word algaande uitgedaag deur ’n kritiese perspektief. Hierdie perspektief bevraagteken die waarde van ’n getransformeerde media waar toelating tot die openbare sfeer steeds deur klasstrukture gereguleer word. Alhoewel die bogenoemde erken word as belangrike veranderinge, is die argument dat die liberale normatiewe paradigma nie genoeg was om kwessies van klas te verreken en hoe armes, die kwessies wat hulle lewens beïnvloed en die ruimtes waarin hulle ’n bestaan maak, deur die media beraam word nie. Hierdie werkstuk is ’n normatiewe onderneming wat burgerlike joernalistiek as normatiewe raamwerk wil voorstel. Die uitgangspunt is dat representasie van armes in die media deur die individualistiese doelstellings van die Westerse, liberale joernalistieke tradisie beperk word. Die argument is verder dat die toepassing van ’n gemeenskapsgerigte benadering behoort te lei tot ’n breër representasie van armes en die insluiting van dié tans gemarginaliseerde gemeenskappe by die openbare sfeer. Herberaming, een van die belangrikste metodes van burgerlike joernalistiek, word uitgesonder om die toepassingsmoontlikheid van burgerlike joernalistiek as alternatief te ondersoek. Die motivering vir die werkstuk is die oortuiging dat daar in die Suid-Afrikaanse mediakonteks ’n behoefte bestaan aan ’n groter diversiteit van stemme en diskoerse.

This dissertation aims to interpret holiday imagery in the media, as a site of South African cultural production, on the basis of newspaper images of local white and black people published in the Natal Mercury from 1966 to 1996. A strong historical approach (the history of the Western holiday) has been taken in order to analyze existing social structures relating to the holiday in South Africa, specifically gender, race and class. These social structures have been examined in depth, with the result of numerous interpretations being made about behaviour and the depiction of behaviour in the context of Durban beaches and leisure. / Thesis (M.A.)-University of Natal, Pietermaritzburg, 2003.

[Introduction] An investigation of relevant literature reveals numerous studies on the principles of effective advertising communications. These studies are based on work done overseas and may not apply to Blacks in South Africa. Pioneer advertising research into the Black market has been conducted in recent years by the University of South Africa's Bureau of Market Research (BM). The resultant data obtained indicated that communicating to the Black market should be treated separately from communicating to Whites in South Africa and further research is required on the effectiveness of advertising communications aimed at Blacks. This study was designed to supplement the research conducted by the Bureau of Market Research rather than to validate these findings.

This thesis reports on the bonds that unify imagined communities (Anderson 1983) that are created in 40 letters prominently displayed on the opinions pages of the Daily Sun, a popular tabloid, and The Times, a daily offshoot of the mainstream national Sunday Times. An APPRAISAL analysis of these letters reveals how the imagined communities attempt to align their audiences around distinctive couplings of interpersonal and ideational meaning. Such couplings represent the bonds around which community identities are co-constructed through affiliation and are evidence of the shared feelings that unite the communities of readership. Inferences drawn from this APPRAISAL information allow for a comparison of the natures of the two communities in terms of how they view their agency and group cohesion. Central to the analysis and interpretation of the data is the letters’ evaluative prosody, traced in order to determine the polarity of readers’ stances over four weeks. Asymmetrical prosodies are construed as pointing to the validity of ‘linguistic ventriloquism’, a term whose definition is refined and used as a diagnostic for whether the newspapers use their readers’ letters to promote their own stances on controversial matters. Principal findings show that both communities affiliate around the value of education, and dissatisfaction with the country’s political leaders, however The Times’ readers are more individualistic than the Daily Sun’s community members, who are concerned with the wellbeing of the group. The analysis highlights limitations to the application of the APPRAISAL framework, the value of subjectivity in the analytical process, and adds a new dimension to South African media studies, as it provides linguistic insights into the construction of imagined communities of newspaper readership.

This thesis examines the discourse strategies used to construct initiation schools in online media and message boards. The focus is on understanding the tensions that come with enacting traditional practices in the face of modernity and its associated cultural expectations. The thesis describes the manner in which these tensions are constructed in text by the media in news reports and participants in discussion forums. While there is still debate around whether the internet will revolutionise public participation and create a digital utopia; the internet is acknowledged as one of the widest reaching sources of information and entertainment. Specifically, the internet provides a platform to challenge the traditionally top-down communication between the elite, who have privileged access to the media, and the general public, who were previously constructed as passive recipients of information. Using the male circumcision initiation rite, this thesis examines how the South African public discursively constructs the epistemic location of African traditions in South Africa. The study drew on a sample of news articles from the News24 site, the largest news site in South Africa, ranging from January 2008 to December 2013. A corpus of 62 articles were analysed using the Critical Discourse Analysis technique described by Teun van Dijk. The findings of the thesis were that the initiation rite is used as a rhetorical tool to argue for the abandonment of African cultural practices in favour of modern, Western influenced beliefs and values. The findings also indicate that the initiation rite is reduced to the act of circumcision in the media by focusing on the injury and deaths of the initiates and excluding the meaning of the rite as a meaningful cultural practice. The conclusion of the thesis challenges the epistemicide committed against the male circumcision initiation rite from within the Decolonial school of thought, which critically examines everyday interaction for universalising, normative language that aims to commit cultural epistemicide to reinforce the white, male, European, Christian traditions of masculinity. / Psychology / D. Litt. et Phil. (Psychology)

Text in Afrikaans / Hierdie studie ondersoek die behoeftes van Afrikaanse televisiekykers aan Afrikaanse televisieprogramme te midde van die veranderinge wat sedert demokratisering aan die Suid-Afrikaanse medialandskap plaasvind. Hierdie behoeftes word ondersoek by wyse van 'n gevallestudie ender graad 10-leerders in Pretoria. Die gebruike- en bevredigingsbenadering dien as teoretiese onderbou vir die studie en die invloed van 'n aantal veranderlikes word ondersoek. Hierdie veranderlikes is televisiegerig (inhoud, aanbod en struktuur van Afrikaanse programme), tegnologiegerig (nuwe mediategnologiee socs satelliettelevisie en die Internet) en kykergerig (sosio-kulturele, persoonlike en demografiese faktore). Die studie bevind dat daar 'n verband is tussen hierdie veranderlikes en respondente se behoeftes aan Afrikaanse televisieprogramme. Die studie bevind dat Afrikaanse programme nie respondente se behoeftes bevredig nie. Nuwe mediategnologiee verbreed respondente se sosio-kulturele horlE;onne sodat hulle gemaklik met programme in Engels omgaan. Te midde van die toenemende aanbod van oorsese programme in Engels, neem die behoefte aan Afrikaanse programme af. / This study investigates the need for Afrikaans television programmes among Afrikaans viewers in the changing media environment in South Africa. Needs are studied 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 are investigated. These variables are television driven (supply, content and structure), technology driven (new media technologies such as satellite television and the Internet) and viewer driven (socio-cultural, personal and demographic factors). The study finds that there is a connection 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 comfortably watch English programmes. Amidst the increasing supply of overseas programmes in English, the need for Afrikaans programmes is diminishing / Communication Science / M. A. (Kommunikasiekunde)

This thesis examines the discourse strategies used to construct initiation schools in online media and message boards. The focus is on understanding the tensions that come with enacting traditional practices in the face of modernity and its associated cultural expectations. The thesis describes the manner in which these tensions are constructed in text by the media in news reports and participants in discussion forums. While there is still debate around whether the internet will revolutionise public participation and create a digital utopia; the internet is acknowledged as one of the widest reaching sources of information and entertainment. Specifically, the internet provides a platform to challenge the traditionally top-down communication between the elite, who have privileged access to the media, and the general public, who were previously constructed as passive recipients of information. Using the male circumcision initiation rite, this thesis examines how the South African public discursively constructs the epistemic location of African traditions in South Africa. The study drew on a sample of news articles from the News24 site, the largest news site in South Africa, ranging from January 2008 to December 2013. A corpus of 62 articles were analysed using the Critical Discourse Analysis technique described by Teun van Dijk. The findings of the thesis were that the initiation rite is used as a rhetorical tool to argue for the abandonment of African cultural practices in favour of modern, Western influenced beliefs and values. The findings also indicate that the initiation rite is reduced to the act of circumcision in the media by focusing on the injury and deaths of the initiates and excluding the meaning of the rite as a meaningful cultural practice. The conclusion of the thesis challenges the epistemicide committed against the male circumcision initiation rite from within the Decolonial school of thought, which critically examines everyday interaction for universalising, normative language that aims to commit cultural epistemicide to reinforce the white, male, European, Christian traditions of masculinity. / Psychology / D. Litt. et Phil. (Psychology)