Masters Degrees (Centre for Communication, Media and Society)

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Book hunger and the political economy of the South African booktrade : structural and policy constraints on the production and distribution of academic books.
(1994) Young, Dennis.; Tomaselli, Keyan Gray.
While 'book hunger' in Third World societies was regarded by a 'first generation' of theorists, working in the modernization/diffusion of innovation paradigm, as a cause of underdevelopment (and thus requiring the correction of problems relating to the undersupply of books to Third World countries by means of book aid policies, transfer of expertise and technology, and development of modern (western) publishing and distribution procedures and infrastructures), a 'second generation' of theorists working in the dependency/disassociation paradigm responded by insisting that 'book hunger' was an effect of the underdevelopment of peripheral economies, and a symptom of the debilitating cultural effects of the global economic order, with its skewed international distribution of knowledge, resources and capital. In recent approaches to the topic of 'book hunger' (which are wary of the sweeping dichotomies of dependency theory), 'book hunger' serves to describe a chronic shortage of books which results from complex structural inequities and antagonisms, from the distorting effects of global rationalization, as well as from local economic arrangements and policy mechanisms which do not adequately meet the knowledge and information needs of competing local cultural formations. 'Book hunger' is seen to derive from a range of causes, and to produce a range of effects, which correspond to the varying needs, resources, and conditions operative in - and the cultural media and knowledge infrastructures available within specific societies. Obviously, 'book hunger' is rooted to a considerable degree in the specific historical configurations and socioeconomic circumstances of specific countries. An understanding of complex, globally-interlinked socio-cultural, political and economic structures and practices is thus crucial to understanding 'book hunger' in South Africa. A survey of global and local environments within which scholarly books are produced and circulated - including South African distribution systems and knowledge dissemination networks - makes it possible to sketch an approach to South Africa's own 'book hunger:' which is sensitive to the complexity and the specificity of conditions in the local booktrade, and which is able to contribute to the complex debates on local knowledge infrastructures, strategies for book development and new forms of distribution which are now beginning to take place in South Africa.
The future of public religious broadcasting in South Africa.
(1994) Nkosi, Daniel Joseph Johannes Nhlanhla.; Teer-Tomaselli, Ruth Elizabeth.; Tomaselli, Keyan Gray.
The thesis tries to search for a methodology with which to critique the role of the SABC's religious broadcasts in reflecting the South African crisis and negotiations during the apartheid and transition periods (1972-1992). It suggests the future restructuring of religious broadcasting in the light of this analysis. This thesis presents philosophical, theological, scientific, political, economic, social and cultural processes that marked the paradigmatic shift from the arcane Middle Ages to the Modern Age. These are tended as contours to both critique and restructure the South African Broadcasting Corporation's (SABC) religious broadcasting beyond Public Service Broadcasting into Community Religious Broadcasting pertinent to the meta-modern epoch. This thesis asserts that science, along with political, economic, and cultural processes, have been separated from their theological and cognitive roots. There is a gap between these processes and the human subject's thinking and faith activities. It asserts that scientific methodology alone is inadequate to analyse the SABC as a scientific phenomenon. It claims that using scientific methodologies of both mainstream and critical-Marxist paradigms alone may lead to methodological reductionism. It proposes that both mainstream (rational) and critical-Marxist (praxis) methodologies must be linked to cognitive (metaphysical) methodology. The inadequacy of science has brought this thesis to a methodological crisis. This crisis is demonstrated as a micro-crisis of the meso-crisis, which in turn is part of a macro-crisis. On the method micro-level the crisis is symptomatic of the micro-crisis caused by the separation of science from philosophy, which prejudices intuition in favour of rationality on the paradigmatic level. On the agenda level, which is the meso-level, the crisis manifests itself in the separation of philosophy from theology, which prejudiced theology in favour of philosophy. Finally on the macro-level the crisis shows itself as dualistic separation of subject-object uni-formity from subject-object uni-diversity, which prejudiced objectivity against subjectivity on the discourse level. Below I illustrate the theory-praxis crisis: From the theory-macro-uni-diversity level, a normalivistic stance, namely orthodoxical plane, the meso-crisis can be conceived as either heterodoxical or homodoxical. Heterodoxical crisis leads to heresiodoxical praxis and homodoxical leads to orthopraxis. From the praxis-micro-uniformity level, a normalivistic stance, namely orthopraxis plane, the meso-crisis can be conceived as either heteropraxical or homopraxical. Heteropraxis leads to heresiodoxy and homopraxis leads to orthodoxy. The thesis holds both ends of the object-subject dialectics, i.e. action follows being and being follows action. The emphasis on the former leads to idealism and the emphasis on the latter, to rationalism. The dialectic reaction to rationalism leads to scientific-materialism. The thesis further argues that both rationalism and materialism must be relinked to idealism in order to emancipate the human subject from either arcane or modern subordination. This emancipation, the thesis asserts, will lead to meta-modern community-based democracy and broadcasting. To tackle the question of whether theory informs praxis or praxis informs theory, the thesis bases itself on the perichosis-tri-tension of traditional view-stance, personal view-stance and praxis-stance. It navigates between the streams of hetero-consciousness and homo-consciousness, between liberal and critical paradigms, and between critical and hermeneutic theory\praxis. That navigation and the rethinking of both African and Occidental public spheres, afforded this thesis a cognitive-interpreting-praxis. That cognitive-interpreting-praxis is employed to critique the SABC in general and its religious broadcasting in particular. The critique amplified the root-cause, among others, of the crisis between SABC as a signifying practice and the reality of South African society between 1972 and 1992, as the bias of the SABC in favour of the then ruling White Hegemony. That White Hegemony is precisely, this thesis argues, the result of the separation of Africans from their traditional African polity and subsequent alienation from their land and stock, reminiscent of the separation of the Occidental subjects from these selfsame factors as a result of the arcane Middle Ages authority and land tenure. This separation, along with industrialization, brought about the massification of South African society, which was represented by the SABC (acting as a 'PSB') as a consensual but separate community of minorities. Finally, the thesis tries to map a way for the future in religious broadcasting in South Africa beyond the SABC as PSB, by proposing a community based religious broadcasting model.
The development of community-based media for AIDS education and prevention in South Africa: towards an action-based participatory research model.
(1994) Parker, Warren.; Tomaselli, Keyan Gray.
This research explores the development of community-based media for HIV/AIDS education and prevention. The theoretical framework for the research was based in semiotic, cultural studies and participatory action research perspectives and is critical of conventional approaches to communication and media production. Conceptual ideas for the media products emerged through interaction with small groups of participants utilising participatory action research and focus group methodology. A series of posters were produced and distributed within the communities studied. The research demonstrates a practicable and replicable methodology for deriving community perspectives around a range of issues and articulating these via small media products. The methodology is relevant to health education, but may also be applicable to a range of community-based initiatives that seek to facilitate social change.
Reform, resistance, reconstruction : an exploration of the Apollonian-Dionysian duality as a means for interpreting the politics of culture in South Africa (1976-1994).
(1994) Vergunst, Nicolaas.; Tomaselli, Keyan Gray.; King, Terence Howard.
No abstract available.
Unlit clay lamps, unsung bhajans: a cultural studies perspective on the experience of South African Catholics of Indian descent.
(1995) Lazarus, Alison.; Teer-Tomaselli, Ruth Elizabeth.
This study is an exploratory study of the identity formation of South African Catholics of Indian Descent (SACIDs). It seeks to describe the construction of their identity and experience of otherness and difference. It asks two main questions: Firstly how relevant are the categories of culture, ethnicity, ideology ,race and religion in the construction of identity and the self understanding of members of this community? This study is concerned with discovering whether these categories are operative and relevant to the experiences of the youth in this community. Therefore the first objective of the study is to discover how do the youth amongst SACID identify themselves? This forms the one focus of the study. Secondly it examines the role of organic intellectuals of this community with specific reference to what they perceive as the identity of SACIDs. The study examines what they are saying and doing regarding the categories of culture, ethnicity, ideology and race vis a vis the transformation of the Catholic Church in South Africa. It is important to examine what is being done by such intellectuals as they are in a position to influence the way SACIDs identify and construct themselves. This constitutes the second focus of the study. Both foci are related to the research objective which is to explore the self identity and identity construction of SACIDs. It attempts to analyse the feelings of otherness in the experience of SACIDs. The objective is to understand how SAC IDs "see and feel themselves" in a context of change within country and church. A Cultural Studies perspective is employed in the interpretation and analysis of identity formation. Central to this perspective are the key categories of culture, ethnicity, ideology, race and religion. The literature in this field provide the theoretical framework for interpretation. The study utilizes a qualitative methodological approach, specifically the participatory action research approach. The study finds that SACIDs define themselves as a racial and religious minority. They perceive their identity as multi-layered. However, race is still a dominant and determining factor in their self-understanding and construction of identity. They collapse the categories of religion and culture resulting in confusion and a hesitancy to embrace ethnic references in their identity formation and religious practice. It is this hesitancy and confusion regarding their cultural identity that the title Unlit Clay Lamps, Unsung Bhajans refers.
The re-presentation of an Indian identity by South African print media : a case study of The Leader 1 April - 25 April 1994.
(1995) Bramdaw, N. R.; Teer-Tomaselli, Ruth Elizabeth.
In the Kwa-Zulu Natal context, a lot of attention has been paid to the construction of Zulu ethnicity in the potential and discursive spheres. Less attention has been paid however to the construction of Indian ethnicity in this region. This project will explore the exclusivist construction of an Indian ethnic identity by an Indian-owned print medium in this geographical context during the time of the 1994 South African elections, when various political parties fought for what has been called the "Indian vote". It will attempt to point out that the notion of ethnic identity offered by this medium to its readers does not actually challenge those offered to the community by the old South Africa state. In grounding the analysis of the editions under discussion in a framework developed by Norman Fairclough, this study draws heavily on a theoretical continuum developed by Antonio Gramsci and Louis Althusser. It is in such a theoretical context that Fairclouch has developed the methodology of Critical Discourse Analysis (CDA). By bringing such a methodology to bear on the texts under analysis, the study hopes to develop an understanding of Indian ethnicity in this region which suggests that it is an extremely problematic construct.
In search of appropriate media (mass media) for the informal sector in a post apartheid South Africa : the city of Durban's street vendors.
(1995) Cebekhulu, Nhlanhla Michael.; Teer-Tomaselli, Ruth Elizabeth.
The investigation to the appropriate mass media for the micro-enterprises (informal sector) is in line with the principle of economic development for post-apartheid South Africa envisaged by the Reconstruction and Development Programme. In many countries, such as Latin America, Japan, United States of America, small business sector is the backbone of the economy, providing jobs and means for large companies to out-source tasks. This also applies to South Africa, the micro-enterprise in this country ''fulfils a social and economic function which neither state owned corporations nor the foreign transnational corporations, can perform. Due to their knowledge of the clientele they are able to determine more precisely the real and basic needs of the society and thereby render people-oriented, as against a purely commercial service" (Mersham and Skinner 1992 :33). However, lack of access to appropriate, relevant and understandable information and advice is one of the most critical aspect which hinders development of small enterprises, particularly, micro-enterprises and survivalist and small start-up enterprises. Due to the past discrimination and lack of opportunities this problem is most serve among black entrepreneurs who are participating in this sector. In addition, the central problem that has an impact in the process of reaching the micro-enterprises is the fact that the nature of communication systems and their relevance for the micro-enterprise activities, seem to have more over-emphasis on the print media. Subsequently, over-emphasis on the print media concentrate efforts on more easily and receptive individuals and communities, ignoring the micro-enterprises that require the service, since the majority of the micro-enterprises are comprised of people who have been disadvantaged by an incomplete education. It becomes therefore, essential to investigate how micro-enterprises consume mass media and the central role it plays so that an appropriate mass medium to reach this sector could be identified. Since my perception is that there is no assurance that the formulated policies and strategies by the Department of Trade and Industry become known to the intended beneficiaries . Most importantly, the approach taken in this study, is the one which tries to understand the role of the mass media in national development but which is more specific to the micro-enterprises. The media are seen as educators or teachers of the micro-enterprises. The ideal is that mass media can be used to teach people skills of different kinds and, under some conditions, to influence the attitudes and behaviour of the micro-enterprises.
Gender dynamics and the role of participatory/development theatre in a post-apartheid South Africa: the example of DramAidE.
(1997) Young-Jahangeer, Miranda.; Loots, Lliane Jennifer.
Participatory education (Friere 1972) and by extension participatory drama/theatre (Boal 1979, Mda 1993) has been regarded as particularly appropriate for oppressed communities, since participatory theatre for development - which involves the active participation of both spectator and actor - encourages disempowered communities and individuals to view change as possible (Mda 1993). However, taking DramAidE (Drama in AIDS Education) as a case study this dissertation argues that in a post- apartheid South Africa the tendency with development/ participatory theatre has been to marginalise questions of gender in the focus on race without an awareness that it is the interconnections between race/ class and gender oppressions which characterise a society (Davis 1984). This coupled with the fact that theatre for development has a tendency, if not effectively facilitated, to allow for the reinforcement of dominant [patriarchal] values (Kerr 1995) makes an awareness of gender dynamics in participatory theatre projects particularly relevant.
A comparative analysis of the content and framing of Nguni and English language news as presented on SABC 1 and SABC 3, 13 July 1998-13 August 1998.
(1998) Mapukata, R. P. N.; Teer-Tomaselli, Ruth Elizabeth.
This treatise employs comparative analysis to examine the content of television main news bulletins as broadcast on SABC 1 in the Nguni group of languages and on SABC 3 in English. Specific emphasis is placed on the extent of uniformity in news construction and presentation techniques applied across news bulletins in the two channels. This research was conceived in the light of endeavours which began in 1994 to transform the corporation into public service broadcasting; given its history of manipulation of its activities more especially in the news departments, by previous governments. From racial divides to language groupings as core requisites for channel divisions; this treatise saw the policy shift as providing a unique window in a moment of transition in public broadcasting in relation to rapid social and political change. Empirical data in the form of recorded news bulletins was collected between 13 July and 13 August 1998. The findings did not reveal any substantial differences in the news construction techniques that are applied on both SABC 1 and SABC 3 news bulletins. The project is organised into five sections. Section one is a brief historical overview of the SABC 's channel division structure from 1992 to 1998. This section also outlines the changes that have taken place during the past year at Television News due to the impact of the SABC 's public mandate to transform from state to public broadcaster. Section two carries a definition of television news. In this section a body of media theories and models are reviewed and their relevance to the present treatise is highlighted. Section three talks about the methodology and research employed. These included daily recordings of news bulletins on SABC 1 and SABC over a period of one month , as well as both telephonic and personal interviews with role players at the SABC. Section four contains an analysis of the recorded data. This data is tallied with the SABC' s policy documentation. Section five concludes the study.
Community radio as a pulpit.
(1999) Feyissa, Kebede.; Teer-Tomaselli, Ruth Elizabeth.
All over the world - except underdeveloped countries - many religious congregations worship in 'electronic churches'. This represents one of the 20th century's great religious achievements. Societies have become the comfortable beneficiaries of their newly invented technologies. However, since 1995 the phenomenon of FM community radio has been growing rapidly. It has become a new way to meet the public service communication need for entertainment, education and information in a very professional way. Religious community radio stations are a new and growing mode of transmission, and the object of this research is to highlight the development and growth of the religious community radio as a better way of providing communication services to religious groups. All churches and religious groups take it for granted that mass media have a role in the erosion of religious values. Yet they also proclaim that mass media provide the only means to reach out behind atomic individuals' closed doors, communicating intimately with the millions souls in that universe. My research uses the example of a South African community radio station, Radio Khwezi at Kwasizabantu Mission, to show (i) how a religious group has managed to create a viable non-denominational community service; and (ii) that regulatory and operational problems can be overcome in a suitable environment of regulation. I conclude that there is no need for mainstream religious groups to feel threatened by electronic media, that the mass media are an extension of the good tidings of the kingdom of the Lord.
The role and governance of community radio stations in Zambia : the case of Radio Icengelo.
(2000) Phiri, Bright.; Teer-Tomaselli, Ruth Elizabeth.
Like many African countries in the 1990s, Zambia experienced drastic political, social and economic changes. In response to these changes, Zambia embarked on a market driven economy that has seen the privatisation of most state enterprises. These changes have proliferated in the media industry as well. However. instead of privatising state media, the government liberalised the airwaves, allowing new players to enter the media terrain. This resulted in the mushrooming of many community-based radio broadcasting stations. Since Zambia moved from one-party politics and became a multi-party democracy in 1991, it has seen the emergence of seven privately owned radio stations. Among these are two different kinds of community radio stations: commercial and religious. Community radio is still in its infancy in Zambia, with the first ever community radio broadcasting' for the first time as recently as 1994. Very little research has been undertaken analysing this field of broadcasting in Zambia. Studies (accessible to this author) undertaken in the area of community radio so far, have focused mainly on quantifiable data of these radio stations (Banda, 1998). These studies lack the theoretical analysis which help define the practical role this sector of broadcasting can play in fulfilling a public service mandate. Recent studies (Up in the Air: The State of Broadcasting in Southern Africa' - Panos, 1998) draw no detailed relationship between findings and community radio per se. In other words, these studies lack qualitative analysis. This paper seeks to fill a necessary qualitative gap by focusing on the conceptual and operational characteristics of Radio Icengelo as a case study, Radio Icengelo is a Catholic-run community station launched in 1995, and situated in Kitwe on the Copperbelt province of Zambia. The paper further examines issues such as: conceptions of Radio Icengelo's 'community'; the nature and management structure of the organisation; the workforce; funding and sustainability; editorial policy; staff training; programming; languages; licensing procedures and relationship with government. The project later teases out the role Radio Icengelo plays in terms of social marketing campaigns. The analysis will be looked at in relation to the main features of community radio as postulated by advocates of a participatory approach to the media (McQuail, 1994; White, 1990). Community radio as an alternative medium, is marked by - diversity and plurality, accessibility and participation by the community and non-profit driven (McQuail 1994). The project concludes by highlighting the community radio's potential to foster social marketing campaigns, using Radio Icengelo as a case study.
Commodification of tertiary institutions : a study of the University of Natal's corporate advertising campaign.
(2000) Oyedemi, Tokunbo.; Tomaselli, Keyan Gray.
Following the global 'capitalisation' of public institutions, academic institutions have embarked continuously on a drive towards 'marketisation' and commodification of their services. Tertiary institutions are utilising aggressive marketing strategies and media campaigns to attract students. This study examines the advertising campaign embarked on by the University of Natal in 1998/ 1999. This is a first stage of a two-tier marketing strategy, and it involves brand-building the University. This research assesses the University of Natal's advertising campaign both on radio and in print, it analyses the campaign from creative conceptualisation to media exposure, while giving a brief background to advertising and commodification trends among tertiary institutions in South Africa. Eric Michaels' (1990) proposal of a circular message transmission model called 'hermeneutic circle' (12-28) of a teleported text serves as the theoretical backdrop for the assessment of lhe conceptualisation process to the media exposure of the campaign. A semiotic analysis of the University of Natal's advertising campaign is also given and located within a particular context in the 'henneneutic circle'. Various focus group discussions were conducted : one comprising mainly white students from Pinetown Girls High School in Standard Nine; the second, mainly Indian students in their matric year at Queensburgh High School. The others comprised of black students from Ferndale Secondary School, Phoenix, but who reside in KwaMashu, and also black students from Amangwane High School in Bergeville, near Ladysmith. One on one interviews were also conducted with high school students. Most of these students were in Standard Nine with some completing their matric year. These discussions were conducted separately to avoid any kind of intimidation and domination of the discussions by students from the private schools who are more fluent in the command of the English language. The other group comprised of an alumnus, a parent, four students - two local and two international, and two staff members of the University. Their comments provide information in identifying the strengths and weaknesses of the campaign as well as the evaluation of the campaign concepts and contents in correlation with the cultural contexts of the target groups. The group discussions also provide insight into the reception and perception of the campaign.
Yizo, Yizo: This is it? Representations and receptions of violence and gender relations.
(2000) Smith, Rene Alicia.; Teer-Tomaselli, Ruth Elizabeth.
Yizo Yizo, a South African drama series aired in 1999, received extraordinary positive and negative attention for its gritty depictions of township school life. The dissertation explores the relationship between the context, programme/text, the viewers/audiences, the content and the form of Yizo Yizo. Representations of violence and gender relations in Yizo Yizo are the primary concern of the dissertation. Contextual analysis is followed by an outline of the narrative needed to engage viewers' responses. This outline forms the basis for a discussion on representations of violence and gender relations, utilising textual and audience analysis to interrogate the nature of images. Concluding chapters connect issues of representation and reality, completing the critical circle introduced in the opening chapters through an analysis of the programme's title. Yizo Yizo is examined using a cultural studies approach, assessing "the relationship between texts -- representations that produce meanings--- and their contexts" (Tomaselli, 1989:38). The methodology employed to deconstruct representations of violence, gender relations and realism, follows recent work on 'facticity' and essentialism in African-American cultural production (Smith, 1992; Lubiano, 1997). In reference to depictions of violence and gender relations, the dissertation follows the established monographs of the British Broadcasting Standards Council (BSC), the Independent Broadcasting Authority (IBA) of the United Kingdom, and the Human Sciences Research Council (HSRC) of South Africa (Gunter, 1986, 1987; Gunter & Wober, 1988; Cumberbatch & Howitt, 1989; Glanz 1994, respectively). Utilising textual and reception analysis, the study found Yizo Yizo's use of violence is substantiated through its dramatic intent. However, the drama fell short of exposing the 'myths' of township high schools. Thus, the viewer is left with dominant depictions of evil as responsible for the state of disequilibrium, leaving little room for an interrogation of the 'real' issues at Supatselo High. The series also side steps the historical context that impacts the present conditions of township learning. Moreover, the portrayal of female characters in the series perpetuates dominant patriarchal ideology by regurgitation myths and stereotypes. Research also highlighted the problem of viewing Yizo Yizo in an educational framework. The substantial drop in audience ratings for the final episode, which focused on a school that established or restored the 'culture of learning and teaching', indicates the series fell short of its educative potential. The series does not truly interrogate the socio-economic and political context of education in South Africa. Instead, the 'crisis' in education is paralleled with issues of delinquency rather than socio-economic inequalities of an educational system with a history tainted by the legacy of apartheid. A further finding indicates that due to violent content, language and other issues, the SABC should have scheduled the programme after 9pm, during the watershed period.
From idea to implementation : an evaluation of the East Coast radio corporate advertising campaign : how does the station construct its audience?
(2001) David, Geraldine Michelle.; Teer-Tomaselli, Ruth Elizabeth.
The research will investigate the East Coast Radio Corporate Advertising Campaign which ran from early 1996 through until the end of March 1998. The 'catch phrase' or title of the campaign was "Hot Days, Cool Waves". The research will also focus on the station's constructs of its' audience. The thesis will follow through the agency's pitch to the client the end of the campaign. The campaign incorporates print, billboards, cinema and electronic media. The corporate advertising campaign preceded a large increase in East Coast Radio listenership. East Coast Radio began life as Radio Port Natal, part of the South African Broadcasting Corporation. Under the management of the South African Broadcasting Corporation, Radio Port Natal developed a particular image and specific audience profiles The new private station needed to establish an identity autonomous from the South African Broadcasting Company, in terms of both inherited and new listeners. The thesis will investigate the extent to which East Coast Radio retained the original audience after the transfer of ownership and the modality through which it was able to construct an extended audience for the station.
Issues of identity in relation to the Kalahari Bushmen of Southern Africa : a comparative analysis of two different Bushmen groups during the late 1990s and into 2001.
(2001) Simoes, Anthea.; Tomaselli, Keyan Gray.
No abstract available.
The paradox of nation-building and commercially driven broadcasting : the case of Lesotho television.
(2001) Tau, Molikuoa.; Teer-Tomaselli, Ruth Elizabeth.; Young-Jahangeer, Miranda.
Nation-building has always been considered the responsibility of a public service broadcaster while, on the other hand, commercial broadcasters are associated with profitmaking. This study was designed to investigate whether a commercially driven broadcasting venture could be used for the purposes of nation-building; The case of Lesotho Television. Established by the Lesotho Government in partnership with M-net, Lesotho Television informs, educates and entertains, thus attempting to follow the tenets of public service broadcasting. Upon its establishment in 1988, Lesotho Television was mandated to contribute in the nation-building initiatives of the Lesotho leaders. The station, which is embedded within the South African based pay-channel M-Net, was expected to positively contribute in the Lesotho Government's endeavours to re-build the nation divided along political lines. In the discussion I highlight the fact that Lesotho Television encounters some problems due to the paradoxical relationship between it and M-Net (The former aspiring to serve as a public service broadcaster while the latter is a commercial television service). Nevertheless, considering its programming and activities, Lesotho Television contributes in nation-building. Therefore, I conclude that the potential for Lesotho Television to inform, educate and entertain would seem to outweigh the limitations.
Television, memory and identity : an analysis of South African Youth and fictional programmes.
(2001) Powers, Deanna.; Teer-Tomaselli, Ruth Elizabeth.
This study synthesises three conceptual areas-identity, fictional television programmes and memory to examine what young people remember about their fictional television viewing and how it impacts their identity. Memory is used as a window through which long-lasting identity influencers can be analysed; this takes the analysis beyond the level of 'effects' to a more contextualised view. Focus group research and a quantitative overview work to uncover which fictional programmes stand out in young people's memory and why. Research further interrogates what events, characters or story lines young people recall and why these elements are important. The answers to these two research questions crystallises the ways in which South African youths' memories of fictional programmes impact their identity formation. The hypothesis that young South Africans remember that which directly affirms or contradicts their lived experience, is found to be partially true. Similarly, the second hypothesis that fictional memories of South African 15- to 20-year-olds impact youth identity through a direct link between memory selection, interaction and application is found to be fractionally substantiated. The final conclusion of the study is that while memories of fictional programmes do impact the identity of young people, it must be viewed within the larger context of lived experience.
Multifaceted broadcasting : an analysis into Lotus FM's role and identity as a "national public service-cum-commercial broadcaster with community responsibility".
(2001) Kaihar, Sunita.; Teer-Tomaselli, Ruth Elizabeth.
Radio broadcasting is usually classified as either a public broadcasting service or as being commercially driven. In the South African context, the concept of community radio has further complicated the definition of a public broadcasting service. While profit motivation and niche marketing characterize a radio driven by commercial means, community radio is predominantly non-profit oriented, directed towards a particular community. A public broadcasting service is, amongst other elements, typified as being geographically accessible to all and of paying particular attention to minority groups. Lotus FM, a radio station that came into existence on 16 January 1983, for the South African Indian community, describes itself as a "national public service-cum-commercial broadcaster with community responsibility". The South African Indian community, a minority group within the broader South African population, comprises of five language groups (Hindi, Gujarati, Urdu, Tamil and Telegu) and three religious groupings (Hinduism, Islam and Christianity). This research aims to explore the feasibility with which Lotus FM is accommodating the conflicting interests of being a melange of all three forms of broadcasting and reflecting it via its programmes.
Community radio and community representation : a case study of Highway Radio.
(2002) Mjwacu, Thembisa.; Young, Marion Belinda.
The community broadcasting in South Africa has been accredited with a different mandate from public and commercial broadcasting. This mandate of 'difference' has been stimulated by socio-political conditions under which this sector has been instituted since the early 1990s. During this period, conferences and discussions were held around the liberation of media and airwaves, which directly led to the recognition of the importance and the role that could be played by the community broadcasting sector. This sector of broadcasting is still a new concept in South Africa. Ten years post apartheid; it is no longer defined as a voice for political activism, as it was during its inception. Firstly, its development stages have bent towards a focus in the development of previously disadvantaged communities. Secondly, community radio has been regarded as a way of democratising media, by making it accessible to marginalised and underrepresented communities. It becomes a tool through which they voice out 'who they are' (identity) and also an instrument with which they initiate their own development and empowerment, socially and culturally. The research paper traces the development stages of this sector in South Africa, chronologically from its conception in the 1990s, to its mushrooming from 1994 and its functioning in the late 1990s to the early 21st century. The paper explores the sociopolitical roots of community radio in the face of change from democracy to technocracy. The responsibility of the community media sector includes the fulfillment of participation and media democratisation themes. The theoretical framework discussed by Dennis McQuail (1987, 1994, 2000) under normative theories of the media and development communication theories anaysed by Srinivas Melkote (1991), Jan Servaes (1991), Fred Casmir (1991), also form part of this paper. This paper, with an understanding of the demand for the democratization of the media and airwaves during this period in our country's history, explores how a chosen community radio becomes a public and community representative in the media industry. It focuses on representation of the community by the radio station in its management and functioning. It takes as a case study Highway Radio station. Highway Radio defines itself as a Christian radio station, which broadcasts from Pinetown and reaches Durban and surrounding urban and township areas. The general objective of this paper is to discover a set of indicators that provide a background to which Highway Radio has been able to fulfill its mandate as a community service. This study aims at exploring the active application of the notion of community participation in management and running of the radio station. The democratic-participant media theory stipulates that media must be spearheaded by active participation while the NCRF (National Community Radio Forum) also stipulates that community radio is characterized by active participation in all the structure of its organization. This research, therefore, has been conducted to explore the possibility and applicability of these prerequisites.
Commodification, institutional restructuring and corporate communication in higher education : a case study of the media campaign of the University of Natal.
(2002) Tsiu, Asser Tsiu.; Tomaselli, Keyan Gray.
Changes in global political economy are moving towards 'capitalisation' of public institutions through market instruments. These changes create new environments and challenges. In order to meet these challenges, higher education institutions are restructuring to position themselves in their new environment. In this process, the media play an active role. Using corporate communication as a focal point, this research examines how higher education institutions aim to accomplish their mission, on one hand and mitigate challenges of the new political economy, characterised, by globalisation and marketisation, on the other. Using the University of Natal's corporate communication media campaign as a case study, the research looks into how education is commodified through processes of institutional restructuring and how this is reflected or mirrored through corporate communication strategies. This study is done within cultural studies and critical media research tradition. In contrast to 'administrative' studies that focus on how to use mass communications within the given political economic order to influence audiences, sell products or promote institutions, it addresses social and cultural effects of corporate communication in higher education. It offers insight into how corporate communication could be utilised for societal good instead of perpetuating social inequalities. Chapter One provides an overview of corporate communication and how it interacts with higher education by looking into challenges that threaten institutions to accomplish their mission. Chapter Two offers a theoretical framework of the new political economy through which higher education is now operating and how the media plays a role in this framework. Chapter Three provides an analysis of the media campaign of the University of Natal as evaluated against the institution's mission statement, and Chapter Four offers data analysis and lessons learned from the University of Natal media campaign.

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