Media Diversity in South Africa: New Concepts from the Global South

This book explores the invalidation of Global North research methods and assumptions in the media landscapes and audiences of the Global South, with South Africa as a focus. It reveals that most South African citizens, despite economic marginalization, experience low levels of media content diversity in their personal media diets. The contributing factors include inequitable distribution of media content, lack of African language media, and unaffordable cost of media access. The book examines the failures of post-apartheid attempts to democratize the media landscape and suggests ways to transform media policymaking processes, projects, and institutions to create a more diverse and broadly accessible media landscape.

Format: Hardback
Length: 208 pages
Publication date: 31 December 2021
Publisher: Taylor & Francis Ltd

This groundbreaking book makes a compelling case that the research methods and traditional assumptions of the Global North are wholly inadequate when it comes to understanding the media landscapes and audiences of the Global South. By focusing on South Africa as a case study, the authors present a fresh perspective on media diversity, emphasizing an audience-centered approach.

However, the reality in South Africa is disheartening, as most citizens, particularly those who are economically marginalized, face extremely limited media content diversity in their personal media diets. The root causes of this problem are interconnected and multifaceted, but they include the unequal distribution of media content, the absence of African language media, and the exorbitant cost of media access, which remains out of reach for many.

In this book, the authors delve into the failures of post-apartheid efforts to democratize the media landscape and explore why the majority of South African audiences continue to experience such dismal levels of media diversity. While media diversity is typically measured by policymakers, sector stakeholders, or market-related imperatives, this book prioritizes the perspective of the media consumer. By flipping traditional media measurement on its head, the authors gain a deeper understanding of how ordinary people in the Global South receive media content, how much they consume, and the reasons behind their preferences.

The authors provide a comprehensive analysis of the inefficacy of key media policymaking processes, projects, and institutions, while also proposing transformative solutions to create a more diverse and broadly accessible media landscape. This book is a vital contribution to the field of media studies, offering valuable insights and recommendations for policymakers, industry professionals, and media consumers alike. By recognizing the unique challenges and opportunities of the Global South, we can work towards a more inclusive and equitable media ecosystem that serves the needs and aspirations of all communities.

Weight: 562g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367767204