Centre for Communication, Media and Society

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Purchasing a personality : a case study of cellular phone consumption by South African students at the University of KwaZulu-Natal.
(2009) Grainger, Simon John.; Teer-Tomaselli, Ruth Elizabeth.
This dissertation examines youth consumer culture in South Africa through a case study of cellular phone consumption. The hypothesis is that it is possible to draw some conclusions about identity formation, particularly among young people, by examining how they use cellular phones. Two methods were employed to understand three key research questions regarding the youth (aged 18-25). They were: Why do youth use cellular phones and what gratifications do they experience? From a marketing perspective, what web promotions are in place to target this youth market? How do the youth respond to these messages? The first method utilised a questionnaire investigating young people‟s perceptions, sampled from a group of students at the University of KwaZulu-Natal (UKZN). This objective was to reveal why young people have cellular phones and how they respond to marketed messages encouraging cellular phone consumption. The second method applied a semiotic analysis of the South African oligopolistic cellular networks' websites. This showed how marketers perceive their youth segment and how they harness the Internet as a marketing medium. Significant findings that foster consumption were presented regarding this youth sample. One such finding is that self expression is articulated through consumption. This is particularly evident in the purchasing of cellular phones and airtime and how the purchasing decision reflects the individualisation of self. Further, the importance of social institutions emerged with family instilling or attempting to instil discernment regarding diligent and necessary spending. The opposite is evident with peer pressure influencing unnecessary consumption. Lastly, advertising emerged as a central driver in creating brand awareness and stimulating the consumption of cellular phones and packages amongst this youth segment. Against the research results discussed, relevant literature gave support and further insights into youth consumer culture. This dissertation provides, and concludes with, a deeper understanding into the dynamics of youth and their cellular phone consumption in South Africa, particularly in an area where there has been very little research.
The evolution of black economic empowerment in South Africa : a case study of New Africa Investments Limited.
(2005) Moodley, Narushka.; Teer-Tomaselli, Ruth Elizabeth.
This thesis investigates the process of Black Economic Empowerment (BEE) in South Africa with specific focus on New Africa Investment Limited (Nail), a company that had a firm foothold in the media industry, between 1993 and 2003. Black Economic Empowerment has become the cornerstone of South Africa's transformation process. The initiative is a form of regulation through which the economic imbalances of apartheid can be corrected by economically empowering previously disadvantaged communities1• Over the years the concept of Black Economic Empowerment has become a heavily contested and debatable one, both in the economic and political realms. This study explores how and why these contestations arise. In doing it analyses the various positions advocated by government, black empowerment groups, social movements and other empowerment groups in South Africa. In addition, it examines the impact these conflicts have had on the economic equality the Black Economic Empowerment aims to achieve. New Africa Investment Limited has also been at the centre of ·controversy with the company's empowerment status being called into question by both the Independent Communications Authority of South Africa (ICASA) and other empowerment groups. The nature and structure of NAIL is examined with a particular focus on the history from which the company emerged in order to assess whether NAIL fits into the model of a black empowerment company. The failure of BEE to reach its desired goals during the first years of its implementation has lead to some people calling for the withdrawal of the initiative completely. It is argued within this dissertation that one cannot dismiss the good intentions, with which the initiative was implemented, i.e. the empowerment of the historically disadvantaged people in South Africa. At the same time it is acknowledged that in practice the initiative did not achieve this goal. The BEE strategy needs to be integrated into the wider developmental strategy of South Africa. It needs to be broad-based, able to reach and change the lives of the poor black man on the street. Improving education, health care, and job creation should be placed first and foremost on the BEE agenda. The study is located within Vincent Mosco's (1996) political economy approach, which looks at the market as influenced, by the larger society and government. In addition it adopts a media economics approach, which deals with the economic relationships between media, producers, advertisers and society. This approach is useful because it explores issues pertaining to the markets and competition within which BEE is expected to occur.
An assessment of students' perceptions of the ABC prevention strategy : toward students' participation in HIV/AIDS message design at the University of KwaZulu-Natal.
(2007) Moodley, Eliza Melissa.; Tomaselli, Keyan Gray.; Ronning, Helge.
In South Africa there are general studies that aim to understand HIV prevalence and specific surveys for target groups. However there is a gap in research that relates particularly to university students active participation in HIV/AIDS prevention messaging. This study explores the use of the Communication for Social Change (CFSC) theory with students at the University of KwaZulu-Natal, Durban. The study takes the form of a survey, using researcher administered questions with 400 students at the Westville and Howard College campus to understand their perceptions of the 'Abstinence, Be faithful and Condomise' prevention strategy. Two focus groups were conducted at both campuses to further analyse the survey findings, with a particular reference to the use of dialogue to actively engage students in discussions about HIV/AIDS prevention messages. The study traces the origin of CFSC through a review of the development communication theories (which include modernization theory, dependency theory, development support communication and another development). The survey revealed that students were not supportive of programmes with a top-down flow of communication. Students at both campuses welcomed the role that dialogue could play to encourage student participation in the design of a new HIV/AIDS prevention message. Some of the findings from the survey showed that 91% of students at both campuses motivated in favour of students as active participants in HIV/AIDS communication processes. The findings from the focus group also revealed that students did not find the ABC message effective, and strongly promoted a revision of this message which should include 'accountability' and 'responsibility' as part of the HIV/AIDS prevention strategy.
Women reading the Gariep River, Upington : structured inclusion.
(2006) Lange, Mary Elizabeth.; Teer-Tomaselli, Ruth Elizabeth.
This research project focuses on the application of a structured inclusive approach to the use of ethnography for the interpretation of rock art. The geographical research location is the Upington area north of the Orange/Gariep River. Both tangible and intangible heritage are explored using a multiple intelligence theoretical framework including auto ethnographic, ecosystemic methodology. The study is embedded in constructivist educational theory, which builds on the researcher and others' previous knowledge and research. The intangible heritage is made up of oral narratives about a Water Snake told by a group of women of a mixture of cultural backgrounds. The tangible rock art, made up of various rock engraving styles is situated at Biesje Poort. Contemporary indigenous as well as various academic interpretations of the site are included in the research. Secondary sources relating to theory and methodology on myth and ethno archaeology, specifically on rock art, are used in the first section of the research in order to convey the research context. The second section of the research concentrates on the application of various dominant intelligences in regard to the analysis of primary sources. Experiential, intrapersonal and interpersonal encounters with the subjects are included. Synthesis of the primary and secondary sources plus new and prior research is included in the presentation through written text and visual representation and imagery. The research is conducted in order to include and expand on present museum practices which emphasize inclusion and ownership of heritage research and representation. As such this research process emphasizes the ethical implications of participatory research and aims to maintain an empowering partnership with the research informants.
The political economy of broadcasting and telecommunications reform in Namibia, 1990-2005.
(2007) Heuva, William Edward.; Teer-Tomaselli, Ruth Elizabeth.
The thesis begins with a literature review on the political economy of communication, paying particular attention to the impact of globalisation on the communications sector. It highlights conflictual relationships between commercialisation and democratisation in transforming broadcasting and telecommunications in an era of globalisation. In doing this the study contends that the process of democratisation and commercialisation are 'mutually incompatible', as one can only be realised at the expense of the other. Namibia gained its independence in 1990 and set out to transform and restructure its communication systems to respond to the demands of a new society. At the same time the country had to address the demands of an emerging global order. While trying to democratise and build a new nation based on the values of equity, social justice and participation, Namibia had to respond to commercial imperatives of global capitalism that were not necessarily compatible with the demands of democratisation and nationbuilding. The thesis argues that these conflicting demands resulted in challenges and contradictions experienced in the entire transformation process of the communications sector, which the State failed to overcome. The thesis examines the policy, legal and regulatory practices adopted by the State to transform the communications sector and assess the internal and external factors that led to the adoption of these practices. It illuminates the roles and responsibilities of this sector in the broader transitional process. In Chapters Six and Seven the thesis examines the restructuring processes of NBC and Telecom Namibia, at a micro level. This analysis pays particular attention to the manner in which these two institutions were streamlined (downsized and rightsized) in order to become effective, efficient and profitable in discharging their new mandate. It argues that the streamlining process prevented these institutions from properly performing some of their core mandates, particularly the provision of non-profitable public services. The thesis also interrogates the penetration of the new Information and Communications Technologies (ICTs) in Namibian society in Chapter Eight. It argues that while government adopted most of the relevant policies to establish an enabling environment for the transformation of the country into an 'information society', the penetration of the ICTs remained dismal. This elucidates the factors that led to this poor penetration. In conclusion the thesis provides a summary of the major findings and arguments. It contends that the neo-liberal policies of commercialisation and liberalisation adopted to transform the communications sector coupled with the restructuring of the national broadcaster and telecommunications operator along commercial lines tended to diminish rather than advance the goal of universal and affordable communications services to the majority of the people.
Explorations in ethnicity and social change among Zulu-speaking San descendents of the Drakensberg Mountains, KwaZulu-Natal.
(2007) Francis, Michael Douglas.; Tomaselli, Keyan Gray.
This thesis is an ethnographic exploration of the people of the Drakensberg Mountains of KwaZulu-Natal, South Africa that trace Zulu and San or Bushmen ancestry. I found that as these people attempt to reclaim rights lost through colonization, assimilation and Apartheid they are creating new rituals and attaching new significance to rock art sites. I also found that the contemporary ethnography of the Drakensberg peoples in general can aid interpretations of the rock art and also challenges established hegemonies of interpretation. The research also challenges the ethnic/cultural distinctions that are assumed to be salient between different peoples of South Africa and adds to the 'Kalahari debate' by questioning notions of an either or situation of assimilation or subordination. The ethno-historical record indicates a much more complex web of relations existed historically than is related in the dominant academic discourses. The extent that these people will be recognised as aboriginal remains to be seen, and currently they are creating social and political links with San organizations with the hopes of future gains and political recognition of their rights and identity.
Lost in interpretation? : creating meaning from LoveLife's "HIV: face it" billboards.
(2007) Martins-Hausiku, Rosalia Ngueve.; Teer-Tomaselli, Ruth Elizabeth.
This research presents a reception analysis of LoveLife's 'HIV: face it' billboards by youth aged 12 - 17 years old, LoveLife's target audience for the campaign under scrutiny. The study sought to find out whether the intended audience derived the same meanings from the billboards as they were initially intended by LoveLife; whether the target youth regard themselves as audience of the communicated campaign; and to assess whether LoveLife billboard producers have succeeded in communicating the intended message to the readers of the billboards. To achieve this, the study adopted a qualitative method of data collection by conducting two focus group discussions. One focus group was selected from a rural school in KwaZulu Natal and another one from an urban school of the same province. Participants were all youth between the ages 12 - 17 years old. The circuit of culture was used as the theoretical framework. The circuit of culture is a composition of certain moments in the communication process namely: representation, identity, production, consumption and regulation [see diagram. 1]. For the purpose of this research only one moment of the circuit, namely representation was adopted. Representation is an essential part of the process through which meaning is produced and exchanged between members of a culture. It involves the use of language, signs and images that stand for or represent things. Findings from the study show that respondents assigned different meanings to LoveLife billboards. LoveLife's messages are not being decoded by the target audience in the initially intended manner. A majority of the respondents negotiated meaning in an attempt to understand what LoveLife is trying to communicate because the billboards' objectives are not straightforward. The study also found that urban dwellers identified more closely as audiences for the LoveLife billboards than rural dwellers.
The governance and regulation of the South African broadcasting industry : a case study of the South African Broadcasting Corporation and the Independent Communications Authority of South Africa.
(2006) Ngubane, Zwakele B.; Teer-Tomaselli, Ruth Elizabeth.
The 1994 democratic elections, which were the first of their kind in South Africa, served as a significant turning point for the country as they marked the end of an oppressive regime and the beginning of a long sought after dispensation; democracy. The change in dispensation was not only limited to the political sphere but naturally filtered through to every aspect of South African life including the broadcasting industry. In fact, leading up to the elections, a number of negotiations had begun centered around the necessary restructuring of the national broadcaster; the South African Broadcasting Corporation (SABC). In regard to this moment in history, Raymond Louw (1993: 01) mentions that, there had "never been a time in South Africa when debate about media, its conduct, structures, ownership and control hard] been so intense". The negotiations were deemed important for a number of reasons. Firstly the media, by virtue of their perceived power and ability to influence the general public, are a highly contested domain. It was therefore essential for a consensus to be reached on how the SABC, for example, would be managed during this time so that no parties would be left at a disadvantage. Secondly, the SABC had earned a reputation as the Nationalist government propaganda machine and therefore had to be freed of this undemocratic burden. The paper is thus a case study of the SABC and the Independent Communications Authority of South Africa (ICASA). Issues of ownership, control, regulation and the role of public service broadcasting will be discussed primarily from a political economic perspective.
Botswana television (BTV) negotiating control and cultural production in a globalising context : a political economy of media state ownership in Africa.
(2007) Mosime, Sethunya Tshepho.; Teer-Tomaselli, Ruth Elizabeth.
Botswana is considered an exemplary democracy in Africa. It is imperative to assess how an enviable democracy could flourish when the most widely available mass media was not independent. The fact is, despite the fact that media has been at the heart of development in Botswana, it has often been ignored in local academic and popular discussions about democracy and governance. A 1994 seminar on the media in a democracy organized by the Mmegi Publishing Trust (Leepile, 1994), was one of the very few forums where the role of the media in Botswana was given any attention. Even then, most the presentations were not substantive, mainly providing basic information about media institutions in Botswana and laws that protect and threaten freedom of the media. Botswana's contemporary state - media nexus can only be understood within the context of a long history of media dependence and domination by neighbouring South Africa (Zaffiro, 1991) assisted by British colonisation. To appreciate the challenges of cultural production at Botswana Television (BTV) required a study of the problematic encounter between the quest for creative and professional freedom within BTV on the one hand,·and the authoritarian gaze of state power on the other hand. BTV operated under an ill-defined broadcasting model, of a state bureaucratic arm, attempting to fulfil the ethos of public service broadcasting. Through the lens of the Newsroom, in-house productions, commissioning and procurement of foreign and local content, the study shows the subtle ways in which state ownership of the media compromises freedom of expression and freedom of information in Botswana. Yet, Botswana continued to enjoy that status of Africa's exemplar of democracy. Good governance indicators consistently gave media in Botswana cursory attention, thereby reinforcing state authoritarianism in Botswana. With a media dominated by state power, Botswana still emerged as exemplary. This complicated the quest for the ideal communication environment towards democratization in the Third World, particularly in a globalizing context. In situations such as that of Botswana, where the institutions that should protect the media from government control are either absent or weak, universal ideals on media freedom are often not enough. Media practitioners are more likely to find support in the local discourses, repertoires and cultures that call upon all, regardless of status, to tolerate opposition. A local tradition of the kgotla in particular, often heralded as Botswana's indigenous form of democracy, is placed in this chapter, at the heart of much of the freedom, limited as it may be, that BTV enjoyed.
Centring development : education centres supporting rural development in KwaZulu-Natal.
(2006) Gush, Kathryn.; Teer-Tomaselli, Ruth Elizabeth.
Since the 1950s, various paradigms of development have aimed to achieve improvement in the living conditions in the developing world (Africa, Asia and Latin America). Today the effects of globalisation have increased the gap between the information and technology haves and have-nots and development practice (born out of the paradigms developed over the last fifty years) now seeks to address issues such as access to Information Communication Technology (ICT) and the need for developing countries to participate in the global economy. The practice of development has and continues to raise debate, as Friberg and Hettne (1985 in Melkote and Steeves, 2001:19) note "there is no universal path to development. Each society must find its own strategy". Thus development projects have ranged in approach and focus. This research project examines the first year of the joint venture between the Media in Education Trust (MiET) and the KwaZulu-Natal Department of Education (KZNDE) to develop Education Centres Supporting Rural Development in KwaZulu-Natal. These education centres aim to address a number of development issues for rural communities in KwaZulu-Natal. Through these centres access is provided for schools and communities in the area to Information Communication Technology, teacher development programmes, educational materials (including textbooks), library services, skills development programmes (including Adult Basic Education and Training), youth programmes and HIV/AIDS education and support. This research examines the Education Centres project in relation to Development Communication Theory and the local and global development context. The local context focuses on the challenges faced by South Africa as a developing nation and the urban-rural divide. The global perspective is gained through examining the centres project in relation to the Millennium Development Goals. In order to examine the Education Centres, this research project examines three centres in KwaZulu-Natal and their objectives in relation to the issues of participation, access, sustainability and the economic and socio-economic impact of the development project. These issues relate not only to the local and global context for development but to the relationship between technology, education and development. This Education Centres project is still in the early stages and thus the challenges faced could still be resolved during the course of the project. The key challenges identified when examining the three centres in relation to the issues of participation, access, sustainability and the economic and socio-economic impact of the development project are the lack of physical resources currently available in the centres and the lack of Internet connectivity in two of the centres. These two factors restrict the centres from fully achieving their objectives in the context of access, participation, sustainability and the socio-economic impact of the project. The Education Centres project is scheduled to establish these Education Centres over four years. This research presents an analysis of the first year of the project, thus there is opportunity for additional research as the project progresses and this future research can more accurately examine if the Education Centres project is meeting its objectives in relation to the issues outlined in this research - those of access, participation, sustainability and the socio-economic impact of the development project.
Community radio as dialogic and participatory : a critical analysis of governance, control and community participation, a case study of XK FM radio.
(2006) Mhlanga, Brilliant.; Tomaselli, Keyan Gray.
This study is based on an assessment of XK FM as a community radio station for the !XQ and Khwe ethnic communities. Various political under-currents and factors are examined: the refusal to accept the two groups as separate ethnic communities, the anomalous creation of XK FM as a community radio station under the auspices of SABC. This anomaly has created an ambiguity of what a community is within a community radio station, what are the historical and present complexities encompassed in considering the !XO and the Khwe as a single 'minority ethnic media community' and awarding them a radio licence, what is the nature and governance of community radio in general? The study followed a qualitative research paradigm whose epistemology IS phenomenological, using case study method, theories of the public sphere and ethnicity. According to this frame of reference XK FM radio station is seen as a case study of ethnic minority media. Community radio is therefore described as the expression of a small population, and a third voice between the state and private commercial radio. It also has the ability to correct the distortions inherent in the majority-controlled media by acting as the alternative media. The alternative element is associated with its potential to challenge the establishment, and in giving people an independent voice which is often perceived as alternative and free speech. Us major characteristics are; independence, equality, community participation, and representation. XK FM as a community radio is likely to consolidate the sustenance of beliefs in collective will, participatory approach to communication and citizen input. This enhances language as both a means of communication and expression of cultural identity for the local communities. This study concludes that the lXQ and Khwe are two different ethnic communities, with varied worldviews and aspirations. This assertions surmises that the issuing of the licence by ICASA merely focused on their cultural distinctiveness, and allowed for a localised form of public broadcasting, thereby entrenching ethnic cleavages most probably with the aim of manipulating the two communities. By implication, XK FM is not a community radio station in the strict sense, but an extension of SABC in a decentralised version.
Communication to societies that hold multiple belief systems : an experience from KwaZulu-Natal.
(2009) Gumede, Mkhonzeni.; Dalrymple, Lynn I.; Tomaselli, Keyan Gray.
Geertz (1994) asserts that man is an animal suspended in webs of significance represented by culture. Culture, education, Christianity, self concept and context are some of the webs of significance that Geertz (1994) refers to. We are always spinning on these webs and sometimes it is difficult to predict responses to new information as we are continuously suspended on these webs. Presented in a narrative framework, using an autoethnographic approach, this is a story about self in relation to the contextual landscape that I continue to interact with which is mediated by family, culture, Christianity, education (academic discipline) and my experience of working for DramAidE. The aim is to understand DramAidE’s practice and investigate ways of improving communication strategies in public health. This story discusses the complex interaction between belief, identity and context in mediating responses to public health communication. Using Act Alive as a case study, I explore how people receive information about HIV/AIDS and how this information is interpreted and applied.
The construction and negotiation of the notion of the identity in a print sector of the media : a case study of the Sunday Tribune Herald.
(2005) Maharaj, Thrusha.; Garside, Damian John.; Moodley, Subeshini.
In post apartheid South Africa, the country's citizens have undergone much change in terms of their identity. No longer are people bound by the disenfranchisement and the constraints that the erstwhile apartheid regime dictated, which placed people in distinct categories of identity. In this regard, South African citizens can now freely explore and exhibit their identities without having to act within the confines of 'specific' identities, which were once imposed upon them. Yet, despite this freedom some people within these groups remain committed to maintaining their cultural identity through certain mediums and practises. The Indian population of South Africa is one such group and the Sunday Tribune Herald is one such newspaper which caters for the Indian South African in this regard. This study examines how a print medium, that is, the Sunday Tribune Herald attempts to validate their target audience's notion of identity. Thus, the main focus of this research project is to explore, through the method of interviews, and a semiotic reading of the text, how the Sunday Tribune Herald and therefore those who are responsible for producing this newspaper, namely, staff members', play a role in constructing and negotiating the notion of identity. The project analyses what the Sunday Tribune Herald staff members' perception of the notion of identity is, and how, in their capacity as editors and journalists, they are able to provide a medium for a particular community, which is representative of, and addresses, the community's needs in terms oftheir identity.
Crime and punishment on the box : a contextual/discursive/semiotic analysis of SABC documentaries in the global era.
(2005) Burelli, Elaine.; Teer-Tomaselli, Ruth Elizabeth.
The SABC has embraced a mandate that advocates the promotion of cultural diversity within the broader ambit of national identity. Although SABC3 consitutes the commercial wing of the station, it too is required to produce programmes in accordance with the spirit of this mandate. With tight budgets, pressure for audience ratings and an assortment of individual producers with individual production agendas, it may be naIve to presume that the SABC could consistently give priority to this mandate. Nonetheless, this is what it has undertaken. Considering this unifying and optimistic mandate, how then are frightening, troubling or disillusioning social phenomena depicted? The representation of one such phenomenon, crime, has been selected here for examination as it appears in Special Assignment and Expressions programmes. The way in which the SABC tackles essentially negative material and puts it in documentary form for national consumption sends out a message to South African viewers. The nature of this message - and its relation to the broadcaster's mandate - forms the basis for this dissertation. Each of nine selected documentaries is analysed using a mixture of semiotic, discursive and contextual principles. The programmes are examined in terms of four sections. The first is global trends and theories. Criminological, documentary and other theories that are global in scope have been adapted to powerfully, but subtly, underscore all of the documentaries, with implications for the representation of national identity. Secondly, a sociological examination of the way in which the local has been depicted (and whether it is given much attention at all) has implications for the fulfilment of the part of the mandate relating to cultural diversity. Thirdly and fourthly, the overall portrait of national identity in the documentaries is largely dependent on the combined representation of national culture - including values, symbols, rituals and beliefs - and the nation-state. Both of these should be construed in an optimistic light, taking into account, nonetheless, the critical watchdog function of the media. The evaluation remains strictly textual and preferred meaning is determined through theoretically supported analysis rather than via audience research. Issues such as global neoliberalism and its impact on the SABC and newsroom values are touched on and acknowledged, but ultimately, their effect on the fulfilment of the mandate is not examined in this dissertation. The central thrust of the dissertation in thus, strictly, the way in which the levels of the global, national and local, as they are represented in the documentaries, constitute interlocking factors, which impinge on the manner in which the SABC complies with its mandate. The findings of the dissertation were unsurprising in many respects. Overall, there appeared to be no consistent pattern to which documentaries were produced. The immediacies of production pressures and deadlines appear to outdo the broadcaster's mandate in terms of priority. Having said this, however, certain features do recur, such as the prevalence of sensationalism or, on the positive side, the humanising of criminals in a way that offers hope. Consequently, the study isolates approaches that foster national identity and those that do not, noting the frequency with which they occur and thereby implicitly offering a roadmap for future productions.
An investigation into the presentation of diverse sources in television news broadcasts : an analysis of Lesotho Television (LTV) news bulletins.
(2005) Motjamela, Lineo.; Tomaselli, Keyan Gray.; Moodley, Subeshini.
The aim of the study is to investigate the presentation of diverse sources of news in Lesotho Television (LTV) news bulletins. The sources of news in this case study are divided into two categories namely the 'knowns' (prominent people in society who occupy well-known positions) and the 'unknowns' (average citizens). The study measured the frequency with which the 'unknowns' appear as sources of news and/or as protagonists of news stories as well as subjects. The diversity of opinion was measured in terms of age and gender. The study is informed by public service broadcasting (PSB), news and source theories. The public service broadcasting theory highlights the hypothesis that LTV as a nation-builder has failed to fulfill its obligation of representing all the members of the society equitably. News theories highlight the notion that news selection favours the dominant or known sources and that newsworthiness is determined according to the broadcasting organisational demands. This study thus demonstrates that news stories at LTV are selected in terms of the economic, social and political requirements of the station. The findings of this research confirmed the assumption that news sources are the prominent members of the society while the ordinary or average people are mostly featured in news bulletins as subjects. The time and space allocated to them is not equal. More time is allocated to sound bites on 'knowns'. Although the station assumes the responsibility of a public service broadcaster by following its tenets of informing, educating and entertaining as well as being a nation-builder, this study has shown that it is a state broadcaster. The station serves the elite most of whom are middle-aged men from the government organisations, reporting on government policies. The study also confirmed that LTV editors and reporters are not as editorially independent as claimed in some writings. There is a tradition of self-censorship among journalists at LTV, as they are treated as public servants and are reminded that they serve the government and cannot 'bite the hand that feeds them'. As a result some information is withheld from the public and journalists rarely expose the malpractices of the government. This has resulted in limited dissenting or alternative views from the general public.
Development communication and the paradox of choice : imposition and dictatorship in comparing Sami and the SanBushmen experiences of cultural autonomy.
(2005) Mikalsen, Øyvind Edman.; Tomaselli, Keyan Gray.
This research project examines the relevance of Kenneth Arrow's (1951) Impossibility Theorem as a criterion for assessing post-modern critical approaches to development media theories (Servaes, 200 I; Melkote and Steeves, 2000). Comparing two distinct indigenous minorities' experiences with struggles for cultural autonomy, those of Norway's Sami and Botswana's Basarwa, it was found that the media discourses used by NGOs frequently exploit a narrative that validly permits development to be treated as a species of social welfare implementation. Applying Arrow's (1951) conditions for the democratic summation of diverse preferences, and treating cultural, political, and civil society groups as 'voters', it was found that indigenous minority concerns may be best accommodated by linking them to broader issues that exploit historical ties between peoples, with a special emphasis on episodes that have led to coordination in achieving independent ends. Popular memories of such coordination appear to moderate relations between minorities and their national cohabitants, reducing the need for radicalization of indigenous issues and smoothing the path to autonomy.
A reception analysis of Soul city beyond South Africa : the case of Choose Life in Lesotho.
(2005) Mpeli, Mpolokeng.; Tomaselli, Keyan Gray.
This thesis examines the reception of material developed by Soul City: Institute for Health and Development in South Africa and distributed in four Sub-Saharan countries: Botswana, Lesotho, Swaziland and Namibia. Soul City is the focus of considerable resource, research and media attention in South Africa. The study thus critically assesses Soul City's efficacy in neighbouring states, such as Lesotho. The focus of the study is on Choose Life; a booklet intended for 12-16 year olds and assesses its reception by the target group in Lesotho. The study investigates how message-decoding practices of the target audience in Lesotho will bear on a product originally designed for a South African audience. The sample's interpretation of the Choose Life booklet is therefore assessed to determine the extent to which their reception produced 'preferred', negotiated or aberrant meanings. Therefore Stuart Hall's encoding/decoding model (1980) offers the theoretical framework upon which the reception of Choose Life is analysed. Development communication models are also used to explain the role of Soul City as the agent and Youth in Lesotho as beneficiaries in the implementation of the project. Results established by this study indicate that there is need to conduct extensive formative research of target audiences and also involve beneficiaries in projects intended for them. Different readings of the booklet were observed which were attributed to age, gender, place of residence (Urban or rural), cultural and communication barriers . This means these factors were supposed to have been considered by Soul City prior to the Choose Life intervention.
Muslim identity and gated community development in Durban.
(2005) Taleb, Nasseema.; Tomaselli, Keyan Gray.
No abstract available.
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.
Ideology, hegemony and HIV/AIDS : the appropriation of indigenous and global spheres.
(2004) Parker, Warren.; Tomaselli, Keyan Gray.
Ideology is a fundamental aspect of society, and ideological analysis has been applied to the development of explanatory frameworks for understanding structural dominance within social formations. Structural and post-structural conceptions of ideology have focused on macro-ideological phenomena and processes, offering explanation of relations between economic base and super-structure as they interrelate with ideological dominance. Ideologies serve the interests of particular social formations or classes over others, and at the macro-level this has to do with organised thought as it relates to power. This thesis explores the concept of ideology and related concepts of dominance, power and hegemony, through relocating macrolevel understandings and analysis of ideology within analysis of superstructural entities - notably organisations, groups and elites. HIV/AIDS is an ecological phenomenon that is accompanied by processes of sense-making that incorporate ideological dimensions in the public sphere, particularly in relation to social policy and strategy. Ideological discourses about HIV/AIDS have drawn on specific epistemological foundations and world-views, incorporating intersections with parallel ideologies, and in many instances being directed towards achieving expansion and dominance of particular ideas. This ideological strategy incorporates the construction of common sense. Ideological claims are reiterative, but are also related to processes of legitimation that combine structural relations with communicative power. A South African HIV/AIDS programme, LoveLife, is utilised as a case study to demonstrate ideological trajectories over time. The inter-relation between claims about the HIV/AIDS epidemic, claims about impact of the LoveLife programme, and the utility of alliances and structural partnerships in legitimating such claims is explored. These claims-making processes are found to also occur at global level through the active resourcing and facilitation by LoveLife programme's founding funder, the Kaiser Family Foundation. These activities intersect in the development of an ideological bloc that is directed towards expansion and dominance through appropriation of indigenous and global discourse spheres.

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