Media Broadcasters as Agents of Participatory Communication through Audience Involvement: MultiChoice’s Strategies

Abstract

ABSTRACTTransnational media broadcasters, including MultiChoice, cater to global (or continental) audiences, but have primary obligations to local domains in their country of origin. This study explores MultiChoice’s approach to both its South African and pan-African audiences. We proffer concrete examples of the media as vehicles of inclusive and participatory communication, with a focus on audience involvement strategies, premised on the notion that broadcasters must tailor their programmes to suit the viewing needs of their audiences. The research draws on the political economy of communication, the circuit of culture, and cultural proximity. The qualitative study utilises descriptive data gathered from existing sources. The findings indicate that MultiChoice is involved in the advancement of the South African media industry through local content programming, aided by audience-specific channel distributions and social media involvement. The availability of these local channels satisfies the need for cultural proximity, showcasing local and relatable media content. Efforts by MultiChoice to include “previously disadvantaged groups”, as stipulated in the government’s black economic empowerment (BEE) policy, are examined. In conclusion, media can promote people-centered communication, allowing local audiences to make their opinions about societal issues known and thus participate in dialogic communication.