Browsing by Subject "Media Privilege"

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    Open Access
    Media consumption and media synergy by low-income consumers in the KwaZulu-Natal, Gauteng and Western Cape townships and rural areas of South Africa
    (2026) Chaka, Tumelo McDonald; Lappeman, James; Dlamini, Siphiwe
    The African media landscape is undergoing rapid transformation, shaped by dynamic consumer growth, ongoing disruption, and shifting patterns of engagement. In this context, the concept of media synergy, the strategic alignment and integration of multiple media channels has become critical for maximising return on investment (ROI) and enhancing consumer engagement. This study investigated the impact of media synergy across several dimensions: its role in driving media consumption ROI, the alignment of channels to influence purchasing decisions, the influence of culture and religion on media engagement, the perspectives of marketing professionals on media buying, and the unique challenges of low-income segments in rural and township environments. A qualitative research design was employed, drawing on a series of in-depth interviews conducted with households and media-planning experts. Data collection involved 80 households (20 households per region) across three South African provinces (encompassing both township and rural contexts), along with three experienced media planners. The study identified significant patterns in media access and consumption, particularly the emergence of “media privilege”, whereby individuals with access to scarce resources, such as paid television or internet connectivity, served as gatekeepers for wider community media exposure. This phenomenon was conceptualised as “media capital”, a new form of symbolic power within low-income communities. The findings further revealed the profound influence of cultural, linguistic, and religious dynamics on consumer media behaviour, with radio emerging as a particularly powerful connector at the bottom of the pyramid (BoP). Despite the rise of digital platforms, radio remains a dominant medium, capable of reaching over 18.6 million listeners through South Africa's leading stations, offering both cultural resonance and mass accessibility. These insights underscore the necessity of integrating traditional and digital media in order to achieve a deeper consumer connection and optimal ROI. The study concludes with the development of a media-synergy framework that highlights critical gaps and opportunities in the African context. This framework provides valuable guidance for marketing practitioners, media planners, and scholars by offering a nuanced understanding of how communities at the BoP experience, negotiate, and capitalise on media. Ultimately, the research advances theoretical and practical knowledge of media consumption in contexts of scarcity, illuminating pathways for more inclusive and effective communication strategies across the continent