Disrupting the Neoliberal Capitalist Media Agenda in South Africa:

Abstract

Neoliberalism has been described as the most successful ideology in world history (Anders-son 2000). This has, in turn, impacted the modern media by dumbing down its public interest role, through cultivating concentrated media ownership patterns, which has produced hyper-commercial and elitist-driven content. This paper has the broad aim of provoking discussions and debates both for the Global South and Global North geospatial locations grappling with these neoliberal consequences, by considering what systemic alternative(s) to capitalist me-dia can be considered. It specifically explores the return of the anti-capitalist alternative media to South Africa’s print media terrain to function in a developmental role. With the aim to dilute the neoliberal capitalist nature of its media that has effectively perpetuated the dominance of the elite class at the expense of citizen-oriented and public interest imperatives (Govenden 2022). It furthers this argument by also comparatively drawing on two BRICS country case studies from Asia i.e. China and India.