THE ROLE OF MEDIA IN HUMAN DEVELOPMENT: GENDER AND CULTURE

It is a known fact across the globe that media play an integral role in informing, educating and entertaining the society in the mass communication processes. Various media scholars concurred that media in their effort to fulfil their basic roles they concurrently influence the society in various ways. The influence that media have on the society is anchored by mass media theories namely, Hypodermic Needle Theory, Accumulation Theory and Uses and Gratification Theory. These theories accentuate media influence in the society and the attitude of the media users.

Media are therefore perceived as a main tool that the society may use to develop a human being pertaining to preserving and promoting his/her culture and Gender education.  This paper critiques the role of media in human development in particular the way in which they (Media) handle culture and Gender issues in the modern society from African perspective. The mass media theories mentioned above are used to evaluate the role of media in human development. There are myriad of media contents that represent culture and gender from different perspectives, however, that does not changed the basic role/functions of media. Media practitioners have a huge responsibility of developing a human being in a responsible manner by providing him/her with pertinent education, information and entertainment.

THE INFLUENCE OF AMERICAN (USA) ENTERTAINMENT CONTENT ON TELEVISION ON SOUTH AFRICAN ENTERTAINMENT CONTENT

Media are global communication mechanisms, and they are renowned for bringing different communities together. After the inception of television in South Africa content development has been a critical challenge. It is therefore imperative to note that the South African television content was seen as extension of the western (American) production few years after the abrupt establishment of television; the western (American) television content was conspicuous feature in the local television content. The western (American) television productions had advent consequences on the content development on South African television industry.

The bone of contention is that many people in South Africa spend a plethora of their leisure time watching television. It is a fact known that television content has a huge potential of influencing the audience/viewers. Unlike other forms of Media, television carries multi-dimensional content ranging from culture, religion, health, sports, entertainment and education. This multi-dimensional nature of television content suggests that television content influences many viewers especially on their decision making, attitude and/or behaviour.

In a liberal state such as South Africa a nation that prides itself for possessing a cultural diversity and variety of languages.  A culturally diverse nation should strive for preservation and promotion of its own culture. The point is South African television content is supposed to be unique and profitable. More often than not expects South African content developers to minimise noticeable adoption of western concepts, e.g.  The Big Brother Africa in South Africa is United States of America’s original version of Big Brother. SA got talent came after the American’s US got talent. The other conspicuous example is the South Africa’s version of the SA Idols which was originally established in USA as Idols. There are other examples that accentuate this point. The South African soap operas are arguably the local version of American (USA) soap operas namely The Bold and the Beautiful, Days of our Lives and The young and the restless.

The problem is that South African television content is influenced by Western (American) television content. This existing predicament has certain implications on South Africans as  viewers of television. The media content must reflect/portray the attributes or realities that are taking place in its constituencies.

EFFECTIVENESS AND VIABILITY OF THE INDIGENOUS AFRICAN LANGUAGE NEWSPAPERS

The primary functions of the newspapers are to inform, educate and entertain the readers in the mass communication process. The indigenous African language newspapers are not an exception to the above mentioned sentiment. The indigenous African language newspapers should fulfil the primary functions of the media (newspaper) in an effort to satisfy the demands of the target audience.

Historically the indigenous African language newspapers have been marginalised in the South African print media industry. As a result the English and Afrikaans newspapers have been at the forefront of South African press and that has somewhat left the indigenous African language newspapers in isolation. Despite their conspicuous existence in the print media sector the indigenous African language newspapers have been overshadowed by the English and Afrikaans newspapers. It is therefore imperative to examine the effectiveness and viability of the indigenous African language newspapers.

Edgar Malatji: PRIMARY/BASIC FUNCTIONS OF RADIO

Edgar Malatji: PRIMARY/BASIC FUNCTIONS OF RADIO: Primary/Basic Functions of Radio OVERVIEW: Society depends on radio and other media for most of its experiences. It (Radio) should pro...

PRIMARY/BASIC FUNCTIONS OF RADIO

Primary/Basic Functions of Radio

OVERVIEW: Society depends on radio and other media for most of its experiences. It (Radio) should provide facts accurately keep listeners informed serve as moderator and critic events.

Radio presents ideas and actions in the public interests and provides contemporary events, base for the future historical record of the society.

Radio reflects human performance and brings messages into the homes and minds of the listeners.

THREE PRIMARY/ BASIC FUNCTIONS OF RADIO ARE:

1. EDUCATE (EDUCATION)

2. INFORM (INFORMATION)

3. ENTERTAIN (ENTERTAINMENT)

1. Education

Any programme on Radio can have an educational function, e.g. News, travel, documentary, drama, etc.

Use of radio: the education process can be divided into three categories:

FORMAL EDUCATION: In a classroom guided by the syllabus.

NON-FORMAL EDUCATION: Planned educational and informational radio programming that is not part of any formal education syllabus.

INFORMAL EDUCATION: An ongoing process affecting almost everyone and which can be gained from almost all programmes, such as the news, talk-shows, discussions, etc.

2. Information

Presentation of facts without being coloured in any way by any personal attitude or interpretation of the communicator without any intentions to persuade.

Sharing of facts with no persuasion or transmission of values.

The prime function of information is to ensure the welfare of society and the individual.

Mass media (Radio) are a source of most information. Radio is useful in distributing information to the community more especially during times of crisis.

The programmes that fulfil the informational function include: News bulletins, weather reports, market prices.

During times of crisis, Radio plays an informative role and can further restore calm and order because it brings facts, quickly to the listeners.

It is difficult to be purely objective and to present straight facts, more especially in news broadcasts. Information cannot be a bare version of fact without any interpretation.

Point is, the reality against which is placed, is already an interpretation .

Often the informative content is dramatised with elements of entertainment. These elements make news items more appealing.

This results in a crossover between the entertainment and information producing the infotainment function.

A strong element of show business (entertainment) is added to infotainment in order to draw a large audience.

Information receives some form of interpretation with an educational overtones, more especially in developing communities.

3. Entertainment

Intimate companion

Breaking isolation and loneliness

People to wider social life

People listening to the same programme (Sport) and discussing it among themselves at a later stage.

Entertainment aims to provide a release from stress and tension.

It also allows for increased socialising.

It is the gratification received by the listener from the programme.

Entertainment overlaps other functions of radio, e.g. An element of pleasure and amusement, classical example Eugene Terre’Blanche falling from his horse during a protest rally in church square in Pretoria.

Community Media/Newspaper as a critical concept of modern media

Community media, Fourie (2001) describes the concept of “community” as rather ambiguous/vague. This is because the term can describe a myriad of communities that share a variety of interests such as a certain neighbourhood, business, and social, religious and so on. Community media is any form of media that is created and controlled by a community, either a geographic community or a community of identity interest. In most cases community media is separate from (commercial) media, state run media, or Public Broadcasters. Community media is increasingly being recognised as a crucial element in a vibrant and democratic media system.

Indigenous language newspapers are widely classified under the umbrella term called community newspaper. It is therefore, appropriate to discuss community newspaper.

According to De Beer (1998), a Community newspaper is the local newspaper initiated to supply communities with information and create an advertising medium. The same can be said of today’s suburban freebies or paid for local papers. People’s need to know what is going on in their community and vicinity guarantees a niche for these papers.

Propaganda versus Political Statements

 

 POLITICAL STATEMENTS

By Edgar Malatji

Politics: Heywood (1997) defines Politics as a way of life – we live in the midst of politics on a daily basis. Politics are forever in the news, in fact, politics make a better part of news production and current affairs coverage in various media platforms.

Political statements are all about communicating a specific message that intends to manipulate the perceptions of an individual or masses in an effort to maintain/attain political power and support. They (Political statements) are relatively different.

The matter of fact is that various political organisations/parties are always striving to score some political points let alone to maintain their political power and support.  Political parties perceive one another as foes hence they often attempt to discredit their respective  rivals. We often come across stories about certain political party criticising its opponent in the media.

For example DA is overtly criticising the ANC – they recently passed motion of no confidence against the leader of the country and ANC Jacob Zuma. DA and other political parties in parliament passed motion of no confidence against the state president. Those political parties were expressing their dissatisfaction pertaining to the manner in which JZ runs the affairs of the state: Nkandlagate, Marikana Massacre, Ambush of SA Army in CAR, unemployment etc.

One of the conspicuous matters that raised a severe political discourse is the Spy-tapes –  The court ruled in favour of the DA.

The court order compels Jacob Zuma’s legal team to hand over the spy-tapes that helped JZ to shrug off myriad of corruption charges in 2009.

Political statements are interesting – as political parties attempt to maintain, improve or change the state quo.  Internationally, North Korean incumbent Kim Jong Un released a ferocious political statement in which he declared war in the Korea Peninsula after the South Korean based US Army dropped a dummy missile around North Korean boarders.

His political statement confirms that North Korea is consolidating its powerful status in Korea Peninsula and that they (North Korea) are not prepared to relinquish their power.

On the other hand, Central African Republic rebel leader Michael Djotodia – released a political statement stating that he will be in power as the president of CAR for the next three years.

That took place immediately after the ousting CAR President Mr Francois Bozize. Locally, Minister of Defence Nosiviwe Mapisa- Nqakula was defensive about the gruesome deaths of SA troops in Bangui.

Instead of conceding defeat the minister emphasised that the troops who succumbed to an ambush by Seleka soldiers showed courage and bravery.

Political parties normally release plethora of political statements during the election campaigns: Manifestos and Mass Demontrations.

•      Language (codes and signs) used in political statements:

•       The codes and signs used in the political statements are often more: Offensive, Provocative, Bias, Defensive, Subjective, Untruthful, inaccurate, manipulative and Partial.

•       Relationship between Propaganda and Political Statements

•       There is a thin line between Propaganda and Political states:

•      Press Conferences by Political parties

•      Statement by film director

•      Political parties’ manifesto

•      Advertisements in the media – Banks

•      Opinion articles on print media

•       Subjective studies e.g. White women are more attractive than their black counterparts.

•       Group Assignment

•       Question: Provide a detailed Analysis of print and electronic discourse. Support your analysis with relevant examples.

•      Two Pages typed excluding cover page: Font size 12

•      Provide References

•      Submission Date: 02 MAY 2013