The dissertation focuses on South African rugby, which, along with cricket and football, is one of the main sports considered to be of national interest. Broadcasters, sports unions and the public are essential to the promotion of the national interest and are analyzed in more detail in this regard.
South African sport in the global media arena
The need for an inquiry into sports broadcasting rights
The primary concern of this dissertation is the identification of the national interest in terms of sports broadcasting and how the sport of rugby fits the mold within a South African context. By analyzing the criteria that must be met in order for certain sports, matches and events to be broadcast, a better understanding of what constitutes the national interest will be established.
Rugby’s progression: ideology, policy, television and the audience
By understanding the influence of international media sources and recognizing that sporting events have a global appeal, a clearer picture of what the national interest is will be created. The dissertation traces the progression of sports broadcasting in South Africa from initial political documentation through media companies and corporate interests to the ultimate consumers – the citizens of South Africa.
Coming to terms with ‘broadcasting’
The ideal public interpretation would be that of nationalism and acceptance of national identity). However, sports programs in the national interest can be considered broadcasts in the original sense of the word, because a national audience is exposed to a single message containing the state ideology of nationalism.
Structure of dissertation
This, the seventh chapter of the dissertation, analyzes South African rugby in terms of media control and advertising. The chapter begins with a review of the literature related to the concept of nationalism, nationhood, and the national interest.
Understanding the nation
- Globalisation and the nation
- Print-capitalism and language
- Myths, symbols and symbolic events
- National interest and nationhood
The arrival of capitalism had a strong impact on the development of nations and the establishment of national consciousness. The factors that contribute to the recognition of the national interest and the promotion of nation building will be presented in the next section.
Sport and the media
- South African’s playing field
- South African sports broadcasting
- Nature of sport and rugby in South Africa
- Sport as a form of social integration
- The national interest and sport in South Africa
These sentiments will be explored in the following passages in relation to the South African sporting landscape, the ICASA position paper on sports broadcasting rights and the identification of the national interest. The discourses of the African renaissance and Africanization have revived South Africa's preoccupation with racial differences, as projected in the country's media.
The value of this research: what space is left?
However, the main aspect covered by Evans and will be included in this dissertation is the national interest debate. Evans highlighted the importance of broadcasting in the national interest as he explained some of the main reasons for its definition.
Sports media and globalisation
What is globalisation?
We will discuss this type of growth through various forms of integration in depth in the political-economic part of this chapter. Liberalized structures are expected to benefit from an increased number of market players.
Digitization and convergence
Media companies benefit from this type of market approach by relaxing or removing barriers that limit concentrated media ownership. This type of television experience is already available in South Africa, at a financial cost to the consumer.
Television, sport and globalisation
The relationship between sport and the media has become close, with the future of the former almost entirely dependent on the latter (Miller et al. The importance of the relationship between sport and the media is based on the generation of revenue for both parties. involved.
Political economy of sports media
The four cornerstones of political economy
62 The third cornerstone of political economy that Mosco mentions is that of moral philosophy. Each of the above four cornerstones or elements of political economy will influence the way sports broadcasting is viewed and analyzed by scholars.
Creating concentrations: media, sport and integration
Chapter six of the thesis lists the events that are considered to be of national interest. This comes with a number of ratings, as the network proves to be able to handle the broadcast of one of the world's biggest media events.
Commodification
Although often neglected in terms of critical analysis, the very work process of the media industry can be examined under the guise of political economy. In both cases, the success of the South African team added additional value to the product within a South African market.
Audience as commodity
Selling the audience
When viewing the audience as a commodity, the actual television program is nothing more than a method used to deliver the audience to the advertisers (Abelman and Atkin. The slot is more beneficial to the advertiser because a larger number of people are exposed to the product. (Eng.
Knowing your audience
Audience as the consumer
In an effort to maximize their own profits, the television networks would see the audience as a commodity that could be easily gathered and 'sold' to advertisers. The advertisers can see that the audience takes a position somewhere between the two poles.
The audience in the public realm
Public service broadcasting: normative requirements
Mpofu also identifies eight very similar basic principles and objectives that define the nature of public broadcasting in South Africa. These eight principles and objectives, which will be discussed in the following passages, will help in understanding public broadcasting in a South.
Eight principles and objectives of public service broadcasting
It is important for the public service broadcaster to include programs in its schedule that reflect the nation. To serve viewers effectively, the public service broadcaster must be kept away from state and private sector vested interests (Mpofu.
Approaching the audience
Through objective news reporting and documentary making, viewers can form their own judgments about events. The public broadcaster communicates with a whole range of people (differentiated by race, culture, ideological background, socio-economic status) and fair and responsible programming will enable viewers to construct their own meaning from the texts to which they are exposed.
Reception Theory
Stuart Hall’s model of encoding and decoding
There are relatively few misinterpretations within the communication process and the desired meaning and result of the message is successfully conveyed. Most misunderstandings in the communication process can arise as a result of the contradictions between the hegemonic-dominant encodings and the negotiated decoding which may or may not lead to the desired meaning of the message being established (Hall.
The ‘active’ and ‘passive’ audience
The spectators are active in the sense that they construct their own media interpretations and do not depend on the creators of the text to decipher its meaning. Audience members of the same class and social status are believed to decode messages and signs embedded in media texts in a similar manner.
Hegemony
Before the world cup started, there were numerous reports in the media about the composition of the Springbok squad. The government realized the value of the team's success and tried to use it as a form of nation building.
Research problems and objectives
Quantitative research methods were used in the analysis of relevant ICASA policy documentation and research findings presented by the South African Advertising Research Foundation (hereafter referred to as SAARF). The main tools used in the research process included; policy review, in-depth interviews and audience research analyzing the results presented by SAARF.
Qualitative and quantitative research
Qualitative research
97 such as in-depth interviews, media researchers seek to understand how members of their sample audience relate to and understand certain elements of media and cultural texts (Stokes Bertrand and Hughes. Qualitative research allows scholars the opportunity to ' gaining a deep insight into the beliefs and attitudes of their sample audience (Gunter Bertrand and Hughes.
Quantitative research
The complexities of reception theory are elaborated in Chapter Three of the thesis and emphasize the role of interpretation in decoding media and cultural messages. Such data complement the theories related to the audience as commodity, as discussed in Chapter Three of the dissertation.
Research methods used
Policy scrutiny
However, at the same time, the research question has been broadened to examine the possibility of sport as an agent for nation building. Analysis of secondary sources and previous research determines which elements of ICASA's policies contribute to such nation-building efforts and can thus be seen as elements of problem-oriented document research.
Interviews
Bertrand and Hughes point out some of the benefits that come from conducting email interviews. The most important questions for the study that required more thought and elaboration from the interviewees were asked at the end of the interviews (Deacon et al Bertrand and Hughes.
Audience survey: SAARF analysis
106 studies provide researchers with a window into the world of audiences when used in media studies. The device, which is turned on by the members of the household, records information regarding the channels watched by the audience.
Difficulties faced during the research process
The interviewer is very much part of the interview itself and should avoid having too much influence on the information received, even if they control the procedures (Bertrand and Hughes. Another problem that arose during the interview plan was the misinterpretation of the question on behalf of by the respondent (Bertrand and Hughes.
Validity and reliability
However, it is important to test the reliability and validity of the data collected before making or reading any final conclusions. Research validity determines how well the data collected represents the population, as represented by the sample.
Conclusion
The validity of the research implies that the relevant conclusions are based on sound logic and are in line with other elements of the thesis, such as the theoretical framework. All valid conclusions must connect directly to the literature of previous research on which the proposed research questions are based (Bertrand and Hughes.
Introduction
The national interest
The benefits of selling rugby broadcasting rights to SuperSport and the SABC (according to the South African Rugby Football Union's (SARFU) submission to ICASA in response to the 2002 discussion paper) are listed below. 17 'MultiChoice Channels' refers to events/programmes available on the M-Net, SuperSport and Kyknet channels available via a DStv subscription.
Media control and advertising
News Corporation owns all broadcasting rights to professional rugby and under-21 rugby played in South Africa. Restricting the sale of broadcast rights to free-to-air networks also negatively impacts the revenues generated by Australian and New Zealand rugby organisations.
Nation-building
117 5.4.2) All interviewees suggested that national symbols and on important occasions public figures had a place in South African rugby. All interviewees believed that national symbols such as flags and the national anthem have a place in professional rugby.
Visual Quotas: deconstructing the ICASA Position Paper
The Position Paper seeks to "ensure the broadcasting of 'national sporting events' [..] on free-to-air television" (ICASA Position Paper, 2003: 5). The sporting events appear listed in the ICASA Sports Broadcasting Rights Position Paper and Regulations, 2003.
Cracking the code: defining the national interest
Responsible broadcasting: meeting all the players’ needs
The sports organization (union) must uphold or fulfill the needs of the public and broadcasters. Both encrypted commercial and free-to-air channels are able to 'sell' the general public to advertisers and in turn generate money for themselves.
Soccer broadcasting rights in South Africa: regulating controversy
The normative ideals place the interests of the public (South African citizens) above financial returns. A number of directors and senior members of local football clubs were strongly in favor of the sale.
Conclusion
It is imperative that corporate sponsors promote the interests of consumers or audience members to achieve the national interest. Vodacom's slogan, 'the biggest supporter of South African rugby supporters' emphasizes the importance of corporate sponsorship to the country's rugby public.
Negotiating globalisation
Following the release of the OKOSA Discussion Paper (2002) a number of South African stakeholders (including SARU and Octagon CSI who both have a direct interest in South African rugby) warned against the regulation of sporting events held outside South Africa are in their submissions made. to ICASA. An investigation into the sale and acquisition of sports broadcasting rights puts the industry in the global spotlight.
The benefits of sports broadcasting
SuperSport on the charge
The O'Neil article sees the MultiChoice group's acquisition of certain sporting events and movies as a deliberate attempt to maintain their dominance in the industry and prevent any of the new subscription broadcasters from becoming realistic threats. MultiChoice has used sports as an offensive measure in an attempt to consolidate their leading position in the industry.
Advertising
The national appeal of the event will be further explored in chapter eight of the thesis. The exposure of Vodacom and other corporate sponsors is further discussed in the next section of the chapter.
Advantage Vodacom
Vodacom currently holds the naming rights to three of the top rugby franchises in South Africa41. Vodacom's slogan 'South Africa's biggest supporter of rugby supporters' is significant in this regard.
Conclusion
The common experience, as an agent of nation-building, is discussed in more detail under chapter eight of the dissertation. The reception of rugby matches by audience members is relevant to the outcome of the thesis.
Team allegiances
152 There also appears to be a genuine level of support for the national team due to citizenship. The recognition that the audience gives the national team must be examined in more detail in the following sections of the chapter.
Creating a common experience
- The Springboks are the national interest
- More rewards, more appeal
- Red-carding provincialism
- The Springboks and South Africa
The South African team is a mix of the best Currie Cup players in Khubon's eyes. Stade de France in Paris and let's hope, Pieter it's Springbok night (SABC2, 20 October 2007).
The long and short of it: constructing a nation or weekend patriotism?
London, Thousand Oaks and New Delhi: Sage. 1996) “The Role of Public Broadcasting in a Future South Africa. London, Thousand Oaks and New Delhi: Sage. 1998) “The Sports Hero Meets Mediated Celebrityhood” in Wenner, L. London and New York: Routledge.
Hands in the ruck: political involvement and rugby
Conclusion
Rugby being broadcast in the national interest has the ability to promote nation-building efforts within a South African context. Audience members may differ in opinion about the longevity of the national identity that is created by success on the field.
Rugby and the global entertainment industry
Recommendation
This dissertation recommends that local content (local rugby) be increased and included as being in the national interest. In weeks in which last year's finalists do not play, a randomly selected match may appear in the same order.
Future Research
Even if it is just a 'highlight package' after one important meeting per year (which can be created if necessary - a kind of indigenous games). The final potential topic that could be further explored is that of online sports communities.
The national interest and the nation
Londen, Thousand Oakes en Nieu-Delhi: Sage. 1989) ‘Does Sport Have a Role to Play in the Liberation Struggle?’ in Roberts, C. red) Sport and Transformation: contemporary debattes on South African sport. Londen, Thousand Oakes en Nieu-Delhi: Sage. 2001) 'Globalization and the Nation-state' in Guibernau, M. London, Thousand Oakes and New Delhi: Sage. eds) Kultuur, Media en Taal.
