Media Studies: Policy, Management and Media Representation

Assignment 01, Semester 1

Unique Assignment Number: 384858

Address: 494 Cider Road, Walkers Fruit Farms, Walkerville

COM3702
I, the undersigned, hereby declare that this is my own and personal work, except
where work(s) or publications of others have been acknowledged by means of
reference techniques.

I have read and understood Tutorial Letter CMNALLE/301 regarding technical and
presentation requirements, referencing techniques and plagiarism

Name: Nontokozo Nyathi

Student number:3646-882-7

Date: 21 May 2021

A Witness Name: Butholezwe Mhlanga

 1

1. INTRODUCTION

This assignment will assist me to gain a theoretical knowledge of media policy and
regulations, news and representation, media and HIV/AIDS reporting.

2. MEDIA POLICY AND REGULATIONS

2.1 The nature of media communications policy

2.1.1 Broadcasting digital migration policy 2008

The Broadcasting Digital Migration policy sets the parameters of migrating the
country’s broadcasting from analogue to digital. The parameters were planned
around the three-year dual illumination period commencing on 1 November 2008 as
approved by Cabinet in 2007. The policy is an outcome of a strong collaboration
between government and industry and their firm commitment in building a people-
centred and inclusive information society, thus improving the lives of South Africans.

The benefits of broadcasting digital migration

Broadcasting Digital Migration presents the country with a unique opportunity to

positively shape the future dynamics of the Information and Communications
Technology (ICT) sector, Broadcasting digital migration will with it many benefits
including:

 Efficient use of the frequency spectrum, a public and scarce resources;

 More channels and therefore more diverse content delivered to the South
African public;
 Better picture quality; and
 Potential for special interactive services to cater for people with visual and
hearing impairments such as audio description and subtitling, and e-
government delivery.
 2

2.1.1.1 Identification of the problem

The year 2015, as stipulated by the International Telecommunications, was the

year set as the cut-off date for all analogue television to switch over to the digital
platform for Africa and Europe. This broadcasting digital migration is as a result
of technological evolution from analogue terrestrial television, which uses a
transmission system based on land-based aerial (terrestrial) analogue signals to
a more advanced digital transmission system. The world over, countries are
setting in motion analogue-to-digital migration plan, policies and strategies.
South Africa has also joined the fray in the global move towards digital terrestrial
television. Whilst commendable strides are being made in the South African
instance, there were potential concerns. One was whether the country will meet
its self-imposed deadline of 2011. The other concern was about costs, the digital
migration process is a costly exercise. The true test case was whether South
Africa will succeed in meeting its deadline and the roll-out of set-top boxes
(technical devices meant to convert analogue to digital signals). The deadline for
all analogue transmissions were expected to have been switched off and
replaced by the digital variety was 2015.

2.1.1.2 Policy Development

The following elements were considered when developing the Digital migration
Policy

 Broadcasting digital migration as part of the National Development Agenda

 Bridging the Digital Divide and Building an inclusive Information
Society and knowledge Economy in South Africa
 Increasing access to Information and Services through e-
Government
 Building National Identity and Social Cohesion
 Digital Broadcasting Serving the Needs of the Disabled
 Development of the electronics and local content industries
 Three-year dual elimination period, accelerating the benefits of digital tv
 3

 Digital switch-on and analogue switch-off

 The television set-top-box as a tool for bridging the digital divide
 Adopting appropriate technical standards
 Specifications for STBs in South Africa
 Development-oriented approach to the use of the radio frequency
spectrum
 Radio frequency spectrum as a national public resource
 Rolling out of the digital terrestrial transmission infrastructure
 Implementing the migration to digital

2.1.1.3 Decision-making

The Digital Migration Working Group (DMWG) was established in 2005 by the
then Minister of Communications Dr. Ivy Matsepe-Casaburri, , which made far-
reaching recommendations that paved the way for the migration of South Africa’s
broadcasting systems from analogue to digital. Members of these working
committees were obtained from Government, broadcasting industry, organised
labour and civil society. The DMWG comprised of four specialised working
committees namely the Policy Working Committee Chaired by Mr. Aynon Doyle;
the Technical Working Committee chaired by Mr. Linden Petzer; the Content
Working Committee chaired by Mr. Johan Koster.

In 2006, the DMWG submitted its report to the Minister of Communications. As

one of the key documents in the departure to digital migration as well as setting
the tone for policy consideration, some elaboration was made on its contents.

2.1.1.4 Implementation of the policy

The policy provides for the establishment of a body known as Digital Dzonga. It
comprised of representatives from the public, government, industry, organised
labour and consumer groups. Key among its functions included namely;
 4

consumer, education and awareness, liaison with relevant stakeholders, including

ICASA and STBs manufacturer, monitoring the implementation and producing
regular reports to the Minister of Communications.

2.1.1.5 Evaluation of the policy

South Africa has chosen European Standard, DVB-T2 and DVB-H for the set top
box. Subsequent to the protracted legal wrangle of the broadcasters on the
specifications of the STBs, the court decided to give government a go-ahead on
the control access. The BDM amended policy defines control access as a
security feature of the STB. Broadcasters are at liberty to include a conditional
access using a vendor of choice.

Currently there is dual broadcasting (analogue and digital) in South Africa. The
broadcasting digital migration programme will see the phasing out of analogue
signals. The analogue signals will be used to expand the broadband connectivity
in the country.

Government is also responsible for ensuring that funding is available for the
scheme for ownership support (SOS) for poor households and for the
development of a STB manufacturing strategy.

Your STB will be able to receive digital channels from all licenced South African
broadcasters

Some viewers may need new TV aerials.

 5
3. REPRESENTATION

3.1 News as representation

Zuma threatens to fight back if ‘targeted’ by the courts - News24.com, 17 May 2021
by Pule Letshwiti-Jones

Summary:

Former President Jacob Zuma, on Monday addressed hundreds of ANC supporters

who came to support him ahead of his court case. He used the opportunity once
again to express his resentment towards the country’s judicial system. Former
president Jacob Zuma says he will fight back if the law is being used to ‘target’ him.
He again threatened to spill the beans about the ‘rot’ within the ANC. Zuma said
party’s ‘wars’ should be fought within and not in the courts.
 6

Addendum A:
 7
3.1.1 Four characteristics of news

3.1.1.1 Intensity or threshold:

An event must exceed a threshold before being recorded. Beyond that
threshold, the more people a story affects, or the more money or resources it
involves, the bigger its impact. The greater its intensity and more extreme its
effect, the more likely it is news.
In addendum A, the reporter shows how the story affects many people, in this
case former president Zuma’s supporters who came in numbers to support
him. This article tells us that there’s been no s of support for former president
Zuma’s during his past court appearance.

3.1.1.2 Cultural proximity and relevance

Timeless immediate, current information and events are newsworthy because
they have just recently occurred. Proximity: local information and events are
newsworthy because they affect the people in our community and region. We
care more about things that happen close to home.
This article talks about current information and events. The Zuma trial is
ongoing, so it is relevant to the readers because they would like to know
what’s next. The court case takes place at the Pietermaritzburg High Court in
KZN, the former president resides in eNkandla, KZN, he has more supporters
in KZN than in other provinces hence they come in huge numbers to support
him during the court hearing.

3.1.1.3 Unexpectedness
Something out of the ordinary has more news value than something that
happens every day. Addendum A, it is very rare for people who are accused
of wrong doing to have supporters or to hold gatherings before or after their
court appearances to address their supporters.

3.1.1.4 Composition
Headline – tell what the story is about (Zuma threatens to fight back if
‘targeted’ by the courts)
 8
By-line – shows who wrote the story (by Pule Letshwiti-Jones)
Lead – tells the most important facts (5 W’s)
Who: Former President Jacob Zuma
What: Former president Jacob Zuma on Monday addressed hundreds
of ANC supporters who came to support him ahead of his court case
Where: Outside the Pietermaritzburg High Court
When: On Monday, 17 May 2021
Why: Former president Jacob Zuma used the platform created by his
court case to express his resentment towards the country’s judiciary.
Body – contains more information and details:
On Monday, while outside the Pietermaritzburg High Court addressing
hundreds of ANC supporters who came to support him ahead of his
court case, the corruption-accused Zuma questioned the “prolonging”
of his court case by two years and charges that “kept on changing”.
Zuma faces 16 charges relating to 7883 payments he allegedly
received in connection with South Africa’s controversial arms deal
case.

3.2 Media and HIV/AIDS

3.2.1 Ethical reporting on HIV/AIDS

An ethical approach to anything in life includes the aim to do things that cause
the least harm and the greatest good. Research was conducted on “the ethics of
reporting on HIV/AIDS” in three major South African newspapers. The
researcher establishes that journalists have a responsibility to society, especially
because HIV/AIDS is killing millions of Africans, and since there is no known cure
for the disease, the media has a powerful role to play in ensuring that issues
relating to the disease are reported consistently and regularly, since the media
have an enormous influence (Retief 2002: 5). Using quantitative and qualitative
content analysis as a research design, the researcher examined specifically four
main ethical violations levelled against the media. It was found that in
newspapers studied, they had, on average, one story per issue; there is a gross
dearth of stories which were humanised; the language of reporting, especially the
 9
use of some metaphors, had negative connotations, some positive and one was
political. Regarding sensational headlines and text, very few examples were
found. One of the major recommendations is that stories on HIV/AIDS ought to
be humanised and the narrative genre of news writing offers a solution.

In addendum B, below, (Motsoaledi blames high HIV/AIDS rates to those who

don’t test), the story was reported on ethically. The reporter used the right choice
of words in order to avoid stigmatization of the disease. The campaign that the
reporter covered was more of an educational and awareness campaign, even
though it was championed by the Minister it was not reported as a Political
campaign.
 10
Addendum B:
 11

3.2.2 The ideological stance

The ideological stance of the media organisation may result in editing of a

report from a certain objective angle to a more sensational angle which
probably is communicated more easily to the target recipients and fulfils some
of the requirements attached to traditional news values.

In addendum B, the journalist was reporting on an issue that was discussed

during the lifestyle awareness campaign at Stinkwater in Hammanskraal. The
journalist chose to concentrate on the issue that affects not only those who
are diagnosed with HIV/AIDS but those who are not taking an initiative to get
tested in order to know their status, so that they can reduce the increase of
the disease by taking relevant treatment and using protection. The article is
targeting many South Africans who have not tested for HIV/AIDS.

3.2.3 The lack of time

Journalists are more reactive than proactive in terms of news gathering, and
rely on receiving news and information in pre-packaged media releases or
videos. In addendum B, the reporter is reporting on a story that was
discussed on SAfm news. The reporter probably used the media release to
write the story.

3.2.4 Government and political influence

News reports that rely too heavily on official government views may indicate
lack of comprehension of the issues and debates on the part of the journalist
and may result in unrealistic, optimistic or even misleading information. In
addendum B, the Minister blames the high rate of HIV/AIDS on the attitude of
those who are refusing to take tests in order to know their status but some
may argue that the factors that enhance the spread of HIV transmission
include migration, economic instability, social and environmental factors.
 12

3.2.5 Gender patriarchal issues

Reporters may display patriarchal attitudes when reporting on HIV/AIDS.

Reporters may view sexual assault of women or gender inequality as
insignificant. In addendum B, the report refers to men as the main culprits of
refusing to take HIV tests and yet, financial disparities and intimate partner
violence in relationships often hinder a woman’s ability to negotiate condom
use and protect herself from contracting HIV. Gender inequality in education
and restricted social autonomy among women is directly linked to lower
access to sexual health services including HIV testing and treatment.

3.2.6 Media prefers sensationalism to ethical reporting on HIV/AIDS

Research has shown that if used effectively, the media can play an important
role in lessening fear and stigma about HIV, the biggest obstacles to seeking
information and treatment about the disease. Yet media coverage of this
important health issue remains patchy and sensational. The reality of the
newsroom is that coverage of the disease has to compete with many other
issues. Some reporters find HIV/AIDS boring to report and they think that
they somehow need to make it interesting.
 13

Addendum C:

SELF-ASSESSMENT AND SELF-REFLECTION

What have I learnt?

I have learnt about the dynamics that influence media policy as well as the
reinforcements thereof. What is meant by media management and how it
affects the products in the market. I have also learnt about the construction of
identity by the media, identity as a concept, gender in the media, the theories
of gender and stereotyping within the environment. How media reports on
HIV/AIDS.

 Skills, abilities and orientations (attitudes and values)

Specialist industry knowledge and experience, analytical skills, professional
communication (spoken & written), creativity, flexibility, ability to identify
essential issues, awareness of different cultural contexts and general
research skills.

 Strengths
Communication, self-management, planning and organising, initiative, critical
thinking and adaptability.

 Shortcomings
Recognise and accept my weaknesses, turn a weakness into strength. Get
guidance from someone I trust, be prepared, look for ways to serve others
with the same problem.
 14

SOURCES CONSULTED

Fourie, PJ (ed). 2008. Media studies: policy, management and representation,

volume 2. 2nd edition. Cape Town: Juta.

University of South Africa. Department Communication Science. 2021. Study

Guide 001 for COM3029

(www.scholar.ufs.ac.za:8080)
(www.avert.org)
(www.News24.com )
(www.sabcnews.com)
(www.owenspencer.thomas.com)
(www.theconversation.com)
(www.pbs.org>app2013/11)