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.