Radio and Television Audiences in South Africa: 1994–2002

Abstract

In this article the author tracks various media and their usage in South Africa from 1994 to 2002 to see how they reacted o the extended choices in radio and television. Wider exposure to the media, that is, private radio and television stations other than the South African Broadcasting corporation (SABC), was supposed to deepen democracy in the sense that it would give people the opportunity to hear and see differing opinions on air. In addition, for the first time disadvantaged communities had a voice in the media in the form of community radio. In the context of the massive and positive political, social and administrative changes in a wide range of sectors in South Africa, it was surprising to see the relative stability of choices made by mass media users, in terms of both content and type. Some theoretical and pragmatic comments on this phenomenon are given in the article.