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shops. This suggests that advertisers “encourage audiences to think of themselves as markets rather than as public, as consumers rather than citizens,” (Lull, 2000: 50). McChesney observes that “media and communication systems have emerged as central areas for profit making on modern capitalist societies,” (in Thomas and Nain 2002: 3). For instance, in South Africa today, news is controlled by a handful of media companies such as Independent Newspapers, Media 24, AVUSA (formerly known as Johnnic Communications) and Naspers.
The art of news propagation plays an indispensable role in society, and this suggests that community newspapers could become integral part of the community they serve, and to which they contribute, for the enhancement of community involvement.
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With media reforms in South Africa old media regulations or policies were revised in order to reflect the new political dispensation of freedom of expression and media diversity. This development brought about the proliferation of community newspapers which by virtue of their establishment, community newspapers were intended to become the mouthpiece of the communities. According to the Audit Bureau of Circulations (ABC) “community newspapers‟ circulation increased by 34, 9% in the last six years,” (Swanepoel and Steyn, 2010: 221). However, on the other hand the Audit Bureau of Circulations figures released for quarter two (July to September 2009), daily newspapers showed a decline of less than 3%
year-on-year. While weekly newspapers showed an overall decline of less than 5% and, weekend newspapers showed a 3% decline. (www.gcis.gov.za/resource_centre/sa). Through
“local community newspapers ordinary citizens can be part of communication process and be represented by their own newspaper to higher levels of the media” (Odendaal, 2005: 90).
Such proliferation, which is clear evidence of freedom of expression and media diversity, came as a result of Independent Communications Authority of South Africa‟s (ICASA) mandate to help communities uphold their cultures as well as to empower communities with skills to manage their own media. Community newspapers were established with the aim of serving local communities in providing local content on issues and developments taking place in their respective areas. According to Swanepoel and Steyn, “the role of community newspapers in a country such as South Africa is facilitating the transfer of information among all role-players. Community newspapers highlight the implications of development programmes on grass roots level by interpreting information and communicating the context and consequences to readers,” (2010: 228). As mainstream newspapers could not provide effective coverage of the local affairs in different communities, the establishment of community newspapers was, however, seen as a way of promoting media diversity and
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provision of multiplicity of information and public opinion through which people could make informed decisions. This forms part of the media transformation in the country as media diversity “entails access to the widest range of opinion and information sources by all, as well as equitable representation within the media in general,” (Swanepoel and Steyn, 2010: 222).
However, due to small circulation, lack of skills and volunteerism most „grass roots‟
community newspapers have closed down and big newspapers have taken them over.
However, the presence of new kinds of community newspapers, boasts a circulation of 5.5 million throughout South Africa (Odendaal, 2005: 86). Not only do they provide the necessary news and relevant information pertinent to the community the newspapers serve, but they also continue to contribute to participatory democracy and community involvement.
Community members are not only able to form public opinions, but also are able to voice their opinion through letters to the editor and news articles and comments about issues taking place in the community. For instance, a concerned parent wrote in Public Eye (01 October 2009):
“Unilever is boasting a huge new plant in Mkondeni and also letting the country and world know that they have employed a number of people. That is all well and true and good for the economy of the country. The sad thing that people don‟t know is that they have contract workers at their Sobantu plant who are working three different shifts to earn a slave wage of between R200 and R250 per week.”
In response to this concern Eddie Mkuchane, of Unilever, defended itself saying:
“We wish to state that we employ temporary workers mainly to deal with the seasonal nature of aspects of our business. Temps are paid the same rate as our permanent employees. We refute the allegation that there is 3x differential between what we pay our temps and our permanent staff.”
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In another example in The Mirror newspaper (Wednesday, October 7, 2009) a concerned resident also wrote in recognition for good work rendered by members of South African Police services (SAPS):
“On a recent Sunday evening, my red Toyota Conquest was stolen out of my yard. I phoned the Prestbury Police station and within a few minutes of my call Sergeant Mdunge and Constable Ngcobo arrived. The police need to receive more recognition for the good work they do; as this is the second time my car has been stolen and recovered in a day. Well done to Prestbury and Howick SAP.”
It is in this regard that Stamm and Fortin-Campbell indicated that “the community press became pivotal…it provides a primary mechanism by which the social significance of local communities could be maintained,” (1983:2). Through pro-community orientation, community newspapers are an ideal means for local news dissemination and they also contribute greatly in community development by informing and educating the community on various issues of concern. For example, as part of Edendale Eyethu newspaper‟s developmental drive or social responsibility, the newspaper in partnership with other stakeholders launched a community garden project which is aimed at ensuring food security and job creation in Edendale area (October 15, 2009:16). Beisner maintains that community newspapers “have always been responsible for identifying important issues and news in the
community and informing the citizens of these issues,”
(www.uky.edu/commInfoStudies/IRJCI/reports/).
Apart from informing and educating, community newspapers also contribute significantly in the process of community solidarity. As Stamm and Fortin-Campbell observed, community newspapers support “group activities, enhancing personal prestige, disclosing threats to the community, defining local issues and reflecting local opinion” (1983: 2). This means that
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stories reflecting community life and interests not only help generate public opinion but also help to establish community engagement and identity formation.
This suggests that, with the proliferation of community newspapers in South Africa, various communities have now been given an opportunity to have their affairs covered in their local media, which would not otherwise be reported in the mainstream papers.
Claudelle Naidoo points out, “the big hype about daily newspapers has died down and instead there is more interest in the rise and shine of community papers and the influence they have on the market. Community newspapers have transformed with South Africa and play a vital role in enhancing and educating the mind of the consumer” (www.biz- community.com/Article). That is, through advertisements from different stakeholders in community newspapers the consumers are provided with an array of competitive prices and promotions of several products and services being advertised. This helps give the consumer the choice of where to access the advertised products or services. Randall (2009) observed that “local consumers have come to rely on their newspapers as much for community news as they do for planning their local shopping purchases” (in The Media Independent Industry Intelligence, September 2009: 19). Through the information provision, community newspapers provide not only awareness about events or issues taking place in the community, but also, as some respondents in this study, points out, community press “promote social engagement and a sense of belonging, they also promote cultural diversity and tolerance.”
This means social engagement is made possible as community newspapers are viewed by the readers as means to provide social awareness which helps the community uphold community values such as cultural and religious values. Paek et al, point out that “newspapers function
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both as a source of community solidarity for readers and as the seat of local print culture for socially integrated community members who are not news readers per se,” (2005: 588).
However, with the emergence of television, mainstream newspapers experienced an unprecedented drop in advertising and, as a result media conglomerates bought or established their own community newspapers to generate more revenue with more local advertising.
According to the Association of Independent Publishers (AIP) survey of South Africa‟s community and grassroots print media, about 238 conglomerate owned community publications were produced in 2005. Caxton and its subsidiary companies owned 160 titles, Media24 published 41; the Independent Group had 14 titles and Johncom 11. The Witness in Pietermaritzburg publishes Echo, The Mirror, Village Talk in Howick, the Greytown Gazette and five Fever titles, as well as two Express Media titles distributed in Durban,”
(http://www.kzntopbusiness.co.za/site/top-business).
Herman and Chomsky note that “this put papers lacking in advertising at a serious disadvantage, their prices would tend to be higher, curtailing sales and would have less surplus to invest in improving the salability of the paper,” (1988: 14). This is why big companies such Media 24, Independent Newspapers and Caxton, to name a few, have taken over community newspapers. However, a great potential to provide the community with locally brewed news is often compromised with the need to advance and maintain business fraternity interests to the detriment of the community.
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