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newspapers, “community media” (according to ICASA), monitored or regulated? This includes community newspapers disseminating and imparting information and knowledge to local communities for purposes of development, socialization, etc. as well as those put to commercial use.
This could be linked to critical political economy in that the media always operates within a given political environment, “which regulates the media and informs the normative expectations of how the media should fulfil their role in society,” (Oosthuizen, 2002: 83).
This means with the new dispensation in South Africa the government saw the need to change or improve the media policies previously used to further the interests of the then apartheid regime. Therefore “the type of political dispensation that is in place influences the way in which the values of freedom, equality and order are articulated,” (ibid). Similarly Fourie (2009) argues that after a change in regime, the new regime puts in place some form of regulation to correct the imbalances of the past regime in terms of how community newspapers should operate.
ICASA‟s mandate is part of the new government‟s rural development initiative which is aimed at providing access to information and media to all South Africans. This is evidenced by the establishment of Highway Radio and Maputaland Community Radio in northern KwaZulu-Natal, to name but two. A community radio station is “non-profit making and pursues a social development agenda. It is responsive to the community‟s expressed needs and priorities and is accountable to community structures. Community broadcasters are not looking for profit but provide a service to a particular community,”
(http://www.misa.org/broadcasting/misa-sa) in terms of skills and knowledge development.
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ICASA monitors and controls community radio stations to make sure that they remain community focused, not getting involved in profit making activities.
However, many companies use community newspapers to advance their commercial interests as part of their business objective to generate revenue. This is evidenced by retail companies and other stakeholders who use the community press to sell their products or services to the community. On a similar note some media companies own community newspapers to maximise their profit through adverts, “most community newspapers in South Africa are motivated by profit,” (http://www.downloads.bbc.co.uk/worldservice). This could suggest that strictly speaking they are not community media in that the economic factors force them to compromise their goals. So, to what extent are these newspapers, monitored or regulated in terms of development and transformation goals?
2.10.1 Globalization and Political Economy
The phenomenon of globalization has significantly changed the way the media industry operated in South Africa before the new democratic dispensation in 1994. The demise of the apartheid regime in South Africa marked the beginning of a new and interesting phase in the history of the country and this is evidenced by the implementation of neo-liberal policies by the ANC led government. Neo-liberal policies “paved the way for even more foreign direct investment, and corporate mergers and acquisitions in all industries, including the media,”
(Lovaas, 2007: 52). According to Hueva et al., “neoliberal ideology advocates the liberalization of political and economic institutions, and led to the increasing commercialization of services previously provided by the state, including most notably
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communication services such as broadcasting and telecommunications,” (in Thomas and Nain, 2004:98).
McQuail argues that “these interests relate to the need for profit from media operations and the profitability of other branches of commerce,” (1998:64). This indicates that in a highly commercialised media the pro-community mandate of community newspapers is increasingly in danger of being compromised. Pillay observed that “these contradictory impulses derive in part from the dual character of the media, where it performs both a public service as well as a commercial function (2004:169).This is coupled with the need to balance the pursuit of profits and community interests.
Linking this to the topic of this study, the four community newspapers under investigation operate within this environment of market driven media. The four community newspapers find themselves with no choice but to engage in profit and sustainable business to ensure their survival in the market. This is evidenced by the number of advertisements that these community newspapers carry on a weekly basis. In terms of media theory which “deals with ideas of how media ought, or are expected to, operate,” (McQuail, 1994: 121), the number of adverts in these newspapers may create a perception that the community press is mainly interested in advertisements rather than news and information provision to the readers. It is in this context that McQuail pointed out that the “media are tied into a nexus of market relations with their customers and clients (advertisers), the latter also having some influence on media conduct” (2010: 163). This is confirmed by the current business model of most community newspapers in South Africa.
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However, the fact of the matter is that, while the community newspapers under study have the mandate to keep the readers abreast with what is taking place in the community, on the other hand they have to meet the demands of advertisers who sustain the newspapers. It is in this regard that McQuail pointed out the “media are usually established not to serve the public interest as such, but to follow some goal of their own choosing…the goal of making profit as business,” (2010: 164). However, this in contrast to normative media theory that
“deals with ideas of how media ought to or are expected to operate,” (McQuail, 1994).
2.10.2 Analysis of four community newspapers from the main approaches used
The notion of political economy of the media could be linked to “Marxist interpretation of communication,” (Madikiza and Bornman, 2007:30). This theoretical approach to media and communications views political economy as closely linked with the question of power which is perceived as instrument the ruling classes use to control the media,” (Madikiza and Bornman, 2007:30). According to this view the class with the means of material production simultaneously controls the means of mental production (ibid). The notion of power and control (ownership) is directly linked to the four community newspapers under study, in terms of both agenda setting and hegemony. This suggests that, the fact that the four community newspapers are owned by private organisations with commercial interests, could be viewed as instruments which are at the disposal of the ruling class (owners and advertisers). However, this is one of the challenges that these publications are faced with.
They are more inclined to subjective and biased reporting of news to please the advertisers.
On the other hand, without funding from the advertisers these community newspapers cannot afford to run and sustain themselves.
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Linking this to both agenda setting and hegemony, the two theoretical approaches adopted by this study, they decide what the public should know and thus promote the hegemonic interests of the ruling class. As McCombs pointed out, “what we know about the world is largely based on what the media decide to tell us. The priorities of the media strongly influence the priorities of the public. Elements prominent on the media agenda become prominent in the public mind,” (http://www.infoamerica.org).
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Research Methodology and Methods
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