Thesis (MPhil (Journalism))--Stellenbosch University, 2008. / During the first five to six years of the twenty-first century, the South African magazine
industry fragmented at a rapid rate and consumers had an ever-expanding choice of titles. The
spawning of niche markets as a result of this fragmentation was bolstered by a period of
sustained growth in the South African economy, buoyed by conditions in global economic
markets.
The research assignment focuses on the fragmentation of the South African magazine market
and the subsequent spawning of niche markets. The decline in the market that followed the
period of sustained growth is also taken into account.
Qualitative research methodology was used to investigate the research question. The broad
theoretical frameworks applied are postmodernism, the fragmentation that occurs as a result
of postmodernism, and specifically the political economy of the media.
The short-term and long-term challenges for magazines are discussed. These include
increased competition, greater consolidation, decreasing adspend, diminishing marketshare,
and the arrival of broadband in South Africa.
Within the context of greater fragmentation and increased competition, it is found that the
increase in the number of magazine titles starts to slow, and eventually show negative growth.
This is a result of the global and local economic climate, as well as elements within the
political economy of the media, namely consolidation and concentration of ownership within the local industry.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/3302 |
| Date | 12 1900 |
| Creators | Voigt, Caryn |
| Contributors | Lizette Rabe, Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | Stellenbosch University |
Page generated in 0.0017 seconds