The meaning of post-apartheid Zulu media

Ndlovu, Musa

The meaning of post-apartheid Zulu media

Journal Article

2011

Journal Title

Communicatio: South African Journal for Communication Theory and Research

Link to Journal

http://www.tandfonline.com/toc/rcsa20/current

Publisher

University of Cape Town

Department

Centre for Film and Media Studies

Faculty

Faculty of Humanities

Abstract

This article explores the relationship between certain South African media corporations, growing post-apartheid Zulu media platforms, the size and diversity of Zulu-speaking media consumers, and the historical socio-cultural construction of ‘Zuluness’. This relationship, this author observes, manifests largely through media corporations’ increasing recognition of Zulu people's pride in Zulu (i.e. the language) and ‘Zuluness’ – all of which are historical products of various forms of socialisation. Coopting this pride, profit-driven media corporations are commodifying Zulu and ‘Zuluness’. This commodification via the establishment of Zulu media outlets is paradoxical: 1) it is a transformation of a public and open Zulu cultural sense of ‘being’ into institutionally determined commodities exchangeable for revenue, for the ultimate benefit of media owners other than the masses of Zulus themselves; 2) it is a form of commoditisation that gives Zulu a linguistic profile that has historically been accorded only to English and Afrikaans. This article's argument is further briefly articulated through various intellectual frames: Graham Murdoch and Peter Golding's conceptualisation of critical political economy of communications and culture (2005); John and Jean Comaroff's anthropological analysis of commercialisation of ethnicity (2009); and, for South African specificity and precedent, through Herman Wasserman's reading of Afrikaans media corporations’ commercialisation of Afrikaans language and identity. Then the question is: What does the explored relationship mean for South Africa's multilingualism?