This dissertation interrogates the representation of SiSwati programming (a minority language) on SABC 1 It critically analyses the statutory provisions in place for language parity and utilises hegemony as the theoretical framework for understanding the concept of language parity in the South African broadcasting landscape. To the researcher’s knowledge, there is limited information pertaining to this particular research topic however, most of the previous literature refers to all eleven official languages and not SiSwati specifically. Hegemony, a strand of critical theory as developed by Antonio Gramsci, will serve as the theoretical base of this study. This study falls within the framework of qualitative research. An extensive literature study of various sources and a content analysis of the relevant legislative documents form the basis of the research. SABC TV is positioned in a highly competitive, multi-channel market environment with powerful social, political and economic forces to contend with, this makes it difficult for SABC TV to fulfil its mandate of treating all eleven official languages equitably, hence languages such as SiSwati are underrepresented on national television. This study is seminal and relevant insofar as it offers a much needed insight into the plight of a marginalised language by the country’s public broadcaster. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

This dissertation interrogates the representation of SiSwati programming (a minority language) on SABC 1 It critically analyses the statutory provisions in place for language parity and utilises hegemony as the theoretical framework for understanding the concept of language parity in the South African broadcasting landscape. To the researcher’s knowledge, there is limited information pertaining to this particular research topic however, most of the previous literature refers to all eleven official languages and not SiSwati specifically. Hegemony, a strand of critical theory as developed by Antonio Gramsci, will serve as the theoretical base of this study. This study falls within the framework of qualitative research. An extensive literature study of various sources and a content analysis of the relevant legislative documents form the basis of the research. SABC TV is positioned in a highly competitive, multi-channel market environment with powerful social, political and economic forces to contend with, this makes it difficult for SABC TV to fulfil its mandate of treating all eleven official languages equitably, hence languages such as SiSwati are underrepresented on national television. This study is seminal and relevant insofar as it offers a much needed insight into the plight of a marginalised language by the country’s public broadcaster. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

This dissertation investigates the brand identities of the South African Broadcasting Corporation television channels SABC1, SABC2 and SABC3 during the first decade of the 2000s (from 2000 to 2009). The study explores the manifestation and dissemination of dominant political ideologies and myths by the SABC television channels and their respective brand identities. It is argued that SABC television channels are structured and organised according to specific brand ideologies that match dominant political ideologies prevalent in South Africa. This is evident from the manner in which these channels have been organised, defined and redefined over the past years, and also from the self-promotional visual imagery shown by the television channels. The visual brand identities of each channel create the elements that make up each channel’s visual vocabulary, and each visual vocabulary in turn contributes to notions of “South Africanness” and definitions of South African identity. The study also explores the main concepts of ideology theory as a critical discursive practice to assist in a better understanding of the power relations in the SABC and its channel brands in particular. Some developments and changes in the SABC brand identities and the organisation of its television channels are studied from a historical perspective and correlated with ideology theory. In order to do this, the study also draws from semiotic theory. The author notes the semiotic quality of a brand and argues that the process of branding, the process of semiosis and the process of the dissemination of political ideologies bear structural resemblance. Basic definitions and key concepts of branding and corporate identity contribute to an enhanced understanding of the visual brand identities of the SABC television channels. An exploration of the elements specific to television channel branding helps to determine the signs, codes and meanings in SABC television channel branding. / Dissertation (MA)--University of Pretoria, 2010. / Visual Arts / unrestricted