This dissertation draws on empirical research in the print media to consider the impact
of commercialisation on the content ferried in community newspapers. The central
argument of market driven theories (Badalsty, 1992; Howley, 2005; Bagdikian, 2004)
is that the negative effects of commercial interests and dependency on advertisers can
be felt on the news pages. In light of what Gillmor (2004:4) refers to as
“corporatisation of journalism” this research explores the various issues and themes
discussed in four Johannesburg-based community newspapers, namely, Alex News,
Diepkloof Urban News, Rosebank-Killarney Gazette and Fourways Review.
The research employs both Qualitative and Quantitative Content Analysis research
methods to determine the nature of the publications’ content. The findings of this
research indicate that at least two thirds of the content ferried in conglomerate-owned
community newspapers has a market-driven slant – meaning that they do not carry
high proportions of substantive content. Howley (2005:140) argues that news has
become a commercial product that is “shaped, packaged and marketed with a constant
eye for profits. Newspapers are businesses dedicated to presenting information within
the parameters of profitability”. The desire to please advertisers means that
newspapers shun controversial issues, politics and debates for fear of alienating
readers. He adds that this aversion is a kind of self-censorship that guarantees that
political ideas of public interest do not reach the community and the net result of
commercialisation make newspapers content banal.
A newspaper operating in a market-driven environment does not, in the words of
McManus’ (1994:218), serve the primary purpose of news, which is to explain how
the environment is working so that the citizens can make good decisions, particularly
civic decisions. The findings of this research have shown that in their current state,
conglomerate-owned community newspapers fall short of this journalistic ideal.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:wits/oai:wiredspace.wits.ac.za:10539/4765 |
| Date | 18 April 2008 |
| Creators | Mwangi, Susan W. |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 579541 bytes, 0 bytes, 110032 bytes, application/pdf, application/pdf, application/pdf, application/pdf, application/pdf |
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