This research is premised on the understanding that alternative forms of media emerge to deal with specific ideological projects and, as such, must be seen as satisfying a specific need at a specific point in time. Using the case of a weekly newspaper, The Southern Star which was in circulation from January 2012 to June 2012, this study sought to understand the factors that led to the establishment of the newspaper, what it sought to achieve, how it went about putting that into practice, its message in relation to debates emanating from the ‘Matabeleland Question’ and also the factors that led to the its collapse. In order to address my research questions, I adopted a two stage research design qualitative content analysis and semi structured in depth interviews. In locating the study within the qualitative epistemic understanding of research, it was clear from the qualitative content analysis of 13 editions of the publication and in depth interviews held with 15 respondents that the newspaper was set up with the aim of serving a marginalised section of the population (in this instance the Ndebele) by providing them with a platform to articulate issues affecting them. It also sought to ‘speak’ the ‘unspoken’ within the mainstream media by focusing on Matabeleland identity politics. It achieved this by creating content around the Gukurahundi genocide, Matabeleland development, Matabeleland history and Matabeleland heroes. The newspaper also sought to emancipate the people from the South by advocated for social, cultural, economic and political justice as a resolution to the ‘Matabeleland Question’. However, the newspaper failed to sustain operations due to lack of advertising revenue. As a result of the constraining political environment in which the newspaper operated, potential advertisers were afraid of placing advertisements in the newspaper because of the nature of the content produced, which in view of Zimbabwe’s rival ethnic history, could easily be labelled ethnically divisive. Also, being a new player in the market worked to their disadvantage as prospective advertisers opted to place their adverts in “tried and tested” publications (Zimpapers and Alpha Media Holdings). Additionally, because of poor management, roles were not clearly defined and hence the newspaper failed to operate as a business enterprise. As noted during interviews with junior reporters, there was little or no experience at management level. The paper lacked a coordinated circulation strategy and from inception, was never officially launched, which resulted in the failure to reach significant audiences.

This study critically interrogates representations of the San and Tonga in the Chronicle and the NewsDay Southern Edition/Southern Eye newspapers in 2013. It makes sense of how these representations and the journalistic practices that underwrite them position the ethnic groups as ‘minorities’ - in relation to other ethnic groups - within the discourses of Zimbabwean nationalism. Underpinned by a constructionist approach (Hall, 1997), the study makes sense of the San and Tonga identities otherwise silenced by the “bi-modal” (Ndlovu- Gatsheni, 2012: 536; Masunungure, 2006) Shona/Ndebele approach to Zimbabwean nationalism. In socio-historic terms, the study is located within the re-emergence of ‘ethnicity’ to contest Zimbabwean nationalism(s) during debates for the New Constitution leading to a Referendum in March 2013. The thesis draws on social theories that offer explanatory power in studying media representations, which include postcolonial (Bhabha, 1990, 1994; Spivak, 1995), hegemony (Gramsci, 1971), and discourse (Foucault, 1970, 1972; Laclau and Mouffe, 1985) theories. These theories speak to the ways in which discourses about identity, belonging, citizenship and democracy are constructed in situations in which unequal social power is contested. The thesis links journalism practice with the politics of representation drawing on normative theories of journalism (Christians et al, 2009), the professional ideology of journalism (Tuchman, 1972; Golding and Elliot, 1996; Hall et al., 1996), and the concept of journalists as an ‘interpretive community’ (Zelizer, 1993). These theories allow us to unmask the role of journalism’s social power in representation, and map ways in which the agency of the journalists has to be considered in relation to the structural features of the media industry in particular, and society in general. The study is qualitative and proceeds by way of combining a Critical Discourse Analysis (CDA) (Fairclough, 1992; Richardson, 2007) and ideological analysis (Thompson, 1990) of eight news texts taken from the two newspapers and in-depth interviews with 13 journalists from the two newspapers. This way we account for the media representations journalists produced: sometimes reproducing stereotypes, at other times, resisting them. Journalists not only regard themselves as belonging to the dominant ethnic groups of Shona or Ndebele, but as part of the middle class; they take Zimbabwean nationalism for granted, reproducing it as common-sense through sourcing patterns dominated by elites. This silences the San and Tonga constructing them as a ‘minority’ through a double play of invisibility and hyper visibility, where they either don’t appear in the news texts or are overly stereotyped.