This dissertation sets out to identify the national interest in terms of South African sport, as represented by the 2003 ICASA Position Paper and Regulations on Sports Broadcasting Rights. The dissertation focuses on South African rugby which, along with cricket and soccer, is one of the main sports deemed to be in the national interest. The government’s use of televised sport as a means of disseminating the ideology of nationalism amongst South Africans is explored. A critique of the national interest is provided with the importance of private, commercial broadcasters to the financial sustainability of sporting unions stressed. Commercial broadcasters are often the only broadcasters capable of acquiring sports broadcasting rights at international market related prices. Commercial broadcasters are, therefore, important to the longevity of professional sports and cannot be sidelined by related policies which could give preference to free-to-air broadcasters. The concept of ‘responsible broadcasting’ is introduced as a means of maintaining the national interest. Broadcasters, sporting unions and the public are imperative to the promotion of the national interest and are analysed further in this regard. The dissertation ends with a discussion of televised sports’ contribution towards efforts of nation-building within a South African context. This discussion establishes whether rugby events deemed to be in the national interest are readily accepted by South African audiences and warrant their inclusion in future ICASA policies. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2008.

This thesis attempts to analyse the representation of professional female sport persons in selected South African media. The field of study is located within the ambit of gender and media studies with specific attention to the power of the latter to not only reflect, but actually shape realities and attitudes. Carolyn Byerly and Karen Ross (2004) comment that “the media have the potential not only to reinforce the status quo in power arrangements in society, but also to contribute to new, more egalitarian ones” (2004:24). The core question, then, is to determine whether traditional gender roles are confirmed, or positively shaped, by the way in which the selected media reported on professional women athletes in various sporting codes. As this is a neglected topic in South Africa, the study relied heavily on the research done by various American and European academics. Academics such as Pamela Creedon (1994) and Susan Birrell and Cheryl Cole (1994), found that female athletes are marginalised and stereotyped by the media. Their research also denotes that female athletes are objectified and judged on their looks and dress code instead of their sporting abilities. Female athletes are continuously stereotyped according to societal induced feminine traits. These representations alienate women who do not possess feminine qualities as “the other”, namely falling outside the desirability as determined by sponsorship and an assumed male viewing / reading public. The media further focus more on beautiful, glamorous athletes than female athletes that are less feminine, but with no less achievement and ability. Extensive examples are provided in the treatise of how the selected South African print media misrepresented women in the six month period that was studied. The conclusion is unambiguous: The South African media unfortunately follow the international trend of objectifying women according to male stereotypes. The media that were studied therefore missed an opportunity to shape gender attitudes as they collude with the powerful forces of sponsorship and viewer-ship to reinforce the status quo.

M.A. (Fundamental Communications) / This research study investigated different practices defining and yet differentiating soccer supporters in various parts of Johannesburg. It highlights the major converging and diverging practices of the fanatics when communicating within the same and with different groups, publicly united by the objective of watching soccer. Participant observations and in-depth interviews were the two major techniques used to gather data which was thematically and comparatively analysed. While the foundational goal of the research were significant communication practices amongst soccer fans, findings from the study were more skewed towards diversity in socio-cultural attributes as evident amongst the fans the researcher engaged with. These were encountered at public places where soccer lovers from the north, south and central Johannesburg get together. There were Zambian, Zimbabwean and the dominant South African amongst the different groups of soccer fans. There were men and women speaking the English language in diverse accents with some even seeking pardon for diluting it with their native languages. Soccer teams that they support such as Kaizer Chiefs, Orlando Pirates and Mamelodi Sundowns from South Africa, as well as English and Spanish teams in Liverpool and Barcelona respectively, all exemplified multiplicity. The neighbourhood, within which each PVA is located, where individuals converge at Maponya Mall, Rosebank Bowling Club, Joubert City Park, Dollars Pub & Restaurant in Berea, and Mbanjwa.s Place in Naturena, south of Johannesburg, also determined the kinds of fans the researcher encountered, and the way they converged and/or diverged in their communication.

Public relations play an intricate role in communication development strategies within sport, especially netball. The objective of the research is to create a communication campaign incorporated in a public relations programme in aid of the development of netball in Port Elizabeth schools. The significance of the research is to create an understanding of the challenges faced by the learners to participate in netball and to develop the sport. The development of players at a young age is not up to standard when compared to countries where netball is already a professional sport. There is a lack of communication between the different stakeholders, namely the players, coaches and external publics. Qualitative research methods were implemented where primary and secondary data was used to conduct the research. Focus groups were utilised to gather primary data from netball players and coaches. These interviews proved that communication gaps do exist between the different stakeholders of school and netball. An introduction about netball will be discussed. Literature about public relations and communication will be presented. The research methodology will be presenting the research design and research methods used to conduct the research. Characteristics of the schools used in the interviews will be discussed. The research analysis, findings and discussions will present a guideline to be implemented by schools to enhance communication and therefore help develop netball. The research will then be concluded and summarised. Limitations to the study will be discussed as well as recommendations for further study on the topic. Communication plays an important role when trying to build mutual beneficial relationships between the various stakeholders. The results in this research bring to the conclusion that effective communication is needed to enhance and develop netball to ultimately become a professional sport.