M.A. (Communication Studies) / To firstly formulate, from the literary review, an integrated model which describes the mass communication process. Specifically the relationship between orientation needs, media usage and agenda-setting in the broader context of the individual, the media, and society. The model was delineated to define the woman as individual, Rapport as medium, and orientation needs and agenda-setting in terms of media figures. The second aim was to conduct an empirical investigation using 197 female subjects (99 Rapport-readers and 98 non-readers). Two factorial scales for personal and social orientation needs in respect of media figures were constructed. Media usage in terms of media ,figures was measured with frequency scores. The agenda-setting effect with regard to specific media figures were determined by means of the Kendall correlation coefficient and Spearman rank order correlation. Media usage of Rapport by Rapport- . readers was determined. In addition, a factorial structure of Rapport-reader gratification in terms of media figure representation in Rapport was measured. In this investigation the importance of information about media figures in orientation needs, media usage and agenda-setting has been reaffirmed. Specific orientation needs (personal and social) and their respective dimensions have been identified. A marked agenda-setting effect with respect to media figures was determined, and possible relationships between orientation needs, media usage and agenda-setting were pointed out. Certain areas do, however, require further research. One fruitful area for investigation is the explanation of significant relationships between individual orientation need gratification, media usage and agenda-setting (with regard to media figures) within a specific societal context

A dissertation submitted in fulfillment of the requirements for the degree of D. Litt. In Communication Science University of Zululand, 2001. / In this dissertation, I present the results of an analysis of the role of female body image in the promotion of commercial products in magazines that are available in South Africa at the beginning of the 21st century. The South African legislation is progressive towards promoting gender equality. But the central problem is that there are still gaps between the progressive legislation and the attitudes and beliefs of South Africans towards gender equality, particularly in the use of female body images in magazine adverts by the advertising industry. This gap between de jure and de facto is due to gender differences and stereotypes that have been entrenched in every aspect of our lives (for example, in language, culture, religion, and so on). According to Deacon (1997:376-410) and Pease and Pease (2000:60-61), because of the gendered social environment in the ancestral world, our brains (as females and males) evolved differently within the continuing gendered social environment. So, our fore brain, which is responsible for thinking, reasoning and planning processes, has helped us to reconstruct our gendered social environment by the formulation of legislation that promote human rights including the right to equality. However, the legislation on equality is not sufficient to reconstruct our environment. The evidence is that within the good legislation that has been made in South Africa, the advertising industry is continuing with the biased portrayal of female and male body images in the magazine adverts, in particular. Besides, the female body image is still portrayed in stereotypical roles. For example, the female is presented in passive roles and as objects as well as sex objects. However, the consumers do not adequately challenge the advertising industry about this gendered portrayal of the female body images in magazine adverts because the consumers themselves have a gendered view of the world. Therefore, other social programmes (in schools and communities) should supplement legislation that has been made in order to try and reconstruct the gendered social environment in South Africa. But, there are still areas for further research in the area of gender and body image to try and uncover the effects that the body image has on the consumers.

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.

Thesis (MPhil)--University of Stellenbosch, 2011. / ENGLISH ABSTRACT: South Africa consists of a vast, culturally diverse population, entrenched in customary tribal influences which are essentially based on stringent patriarchal directives. These spilt over into other societal spheres, one of which is the media, which is part of an existing male hegemonic society. The rationale for this study is essentially to determine the role played by the media in their representation of women, before and shortly after the liberation of South Africa. This study will establish whether the voices of women were represented, or not, in the media, in the period shortly after the unbanning of the African National Congress (ANC) and affiliated organisations in 1990. By interviewing and recording the oral histories of a few female ANC Umkhonto we Sizwe (MK) soldiers, the need is evident to, through this oral tradition process, give a voice to these voiceless women. The theoretical foundations for this study is firstly based on “womanism”. Womanism was born from the shortcomings of feminism (a largely Western concept) that was unable to address the issues unique to the situation of black women. A second theoretical point of departure is the Social Responsibility Theory, a media theory that could, based on research done for this study, play a profound role to the benefit of women. The methodological investigation is based on a mixed method research approach where Content Analysis (CA) and Grounded Theory (GT) are triangulated with the literature review. The GT processes gave a voice to some unknown female MK soldiers by conducting interviews based on in-depth interview questions. The CA process led to the conclusion that the voices of women who contributed to the struggle were largely ignored by the media. The researcher found that given the contributions and sacrifices women have made in democratising South Africa, acknowledgement of these efforts are sorely lacking, especially in the media. This study therefore seeks to contribute to the lost and repressed voices of women, and to redress a history of omission to a history of commission. / AFRIKAANSE OPSOMMING: Suid-Afrika beskik oor 'n kultureel diverse bevolking met tradisionele stam-invloede wat essensieel gebaseer is op streng patriargale riglyne. Dit het oorgespoel na ander sosiale kontekste, waarvan een die media is, en wat deel uitmaak van 'n bestaande manlike hegemoniese gemeenskap. Die rasionaal vir hierdie studie was om vas te stel watter rol die media gespeel het in die representasie van vroue kort ná die eerste stappe tot 'n bevryde Suid-Afrika. Hierdie studie wou vasstel of die stemme van vroue verteenwoordig was, of nie, in die media, in die tydperk kort ná die ontbanning van die African National Congress (ANC) en ander geaffilieerde organisasies in 1990. Die veronderstelling is dat vrouestemme nie in die media waarneembaar was nie, en dat die situasie teengewerk kan word deur die toepassing van mondelinge geskiedenis. In hierdie geval is die verhale van 'n paar vroulike Umkhonto we Sizwe (MK)-soldate geboekstaaf om sodoende deur die mondelinge geskiedenistradisie 'n stem te gee aan stemlose vroue. Die teoretiese grondslag vir hierdie studie is eerstens gebaseer op “Womanism”. Dié teorie het ontstaan weens die tekortkominge van Feminisme (grootliks ‟n Westerse konsep), wat nie in staat was om die kwessies wat uniek is aan die situasie van swart vroue aan te spreek nie. 'n Tweede teoretiese vertrekpunt is die Sosiale Verantwoordelikheidsteorie. Gebaseer op die navorsing vir hierdie studie, kan dit 'n groter rol in die media in die belang van vroue speel. Die metodologie is gebaseer op 'n gemengde metode-navorsingsbenadering waar Inhoudsanalise en Grounded Theory (GT) trianguleer met die literatuurstudie. Die GT-proses gee 'n stem aan 'n paar onbekende vroulike MK-soldate deur onderhoudvoering wat op in-diepte onderhoudvrae gebaseer is. Die inhoudsanalise proses het bevind dat vroue wat bygedra het tot die Vryheidstryd grootliks deur die media geïgnoreer is. Gegewe die bydraes en opofferings wat vroue gemaak het in die demokratisering van Suid-Afrika, ontbreek erkenning van hul pogings in ons geskiedskrywing, en beslis so in die media. Hierdie studie was 'n poging om by te dra tot die omkeer van hierdie situasie, naamlik om 'n “geskiedenis van uitsluiting” te herstel na 'n “geskiedenis van insluiting”.

The thesis “When birthing makes the news: the depiction of women as a newsworthy item in Die Burger (Oos-Kaap)” analyses a common, yet complex news topic in the South African print media due to the sensitive, often sensationalised, nature of the topic. The private experience of birthing is featured more and more in the public domain of newspapers because of widespread service delivery problems within the South African health department. Focussing on the Eastern Cape, I examine the representation of birthing in Die Burger (Oos-Kaap) in texts printed between 2005 and 2007, and scrutinise the media’s monitorial role of a self-appointed public hero acting on behalf of the women, to expose the poor conditions at government hospitals, specifically in the Nelson Mandela Bay region. How the women and their bodies are reported on, creates a discursive tension between the negative portrayals of the birthing women and the monitorial role of the media. The news values of sensationalism and profit are achieved with visceral representations of the reproductive functions of the birthing women. A poststructuralist feminist theoretical framework reveals discourses that perpetuate race, class and gender inequalities in the apparently socially-concerned sample of texts. A Critical discourse analysis (CDA) provides an approach and method to inform a close textual analysis of both the lexical and visual elements of the texts. The discourses in the sample differed from text to text. Despite these differences, the monitorial role of the media is still achieved. My research argues that acting in the public interest with sensationalist copy is still acting in the public interest. I conclude that it is not easy for newspapers to separate sensationalism from accountability. Media practitioners should be aware of their role in constructing women’s identities and be particularly thoughtful when reporting on birthing. In doing so, this research aims to improve the manner in which women and their bodies are reported on within the news industry.

In this minithesis I conduct a critical discourse analysis to take on a double-pronged task. On the one hand I explore the social phenomenon of the contestation between supporters of then-ANC deputy president Jacob Zuma and supporters of his rape accuser. The trial, which took place in the Johannesburg High Court between mid-February and early May 2006, stirred intense public interest, both locally and internationally. The performance of thousands of Zuma’s supporters and a far smaller number of gender rights lobby groups, both of whom kept a presence outside the court building throughout the trial, received similar attention. Second, I examine how the Sowetan, a national daily tabloid with a black, middle-class readership, mediated the trial through pictures of the theatre outside the court and letters to the editor. The study is informed by post-Marxist and cultural studies perspectives, both approaches that are concerned with issues of power, ideology and the circulation of meaning within specific sociocultural contexts. A rudimentary thematic content analysis draws out some of the main themes from the material, while the critical discourse analysis is located within a theoretical framework based on concepts from Laclau & Mouffe’s theory of meaning, which assumes a power struggle between contesting positions seeking to invalidate one another and to either challenge or support existing hegemonies. This is further informed by, first, Laclau’s theorisation of populism, which assumes that diverse groupings can unite under a demagogue’s banner in shared antagonism towards existing power, and second, by concepts from Mamdani’s theorisation of power and resistance in colonial and post-colonial Africa, which explicates three overarching ideological discourses of human rights, social justice and traditional ethnic practices. The study, then, explores how these three discourses were operationalised by the localised contestations over the trial.