Abstract
This study explored the use of affirmative action as a tool for transformation in the mainstream English-language press in South Africa through a case study at The Durban Post. It seeks to understand the extent to which the newspaper has transformed its staff, coverage and readership in the eyes of its reporters and editors. Additionally, this paper investigates staff views on the implementation of affirmative action in their workspace and this policy's potential to impact on transformation. Observation, interviews and document analysis were used for data collection. This study finds that though The Durban Post's staff has transformed to some extent, the majority of staff members interviewed feel that the paper has yet to achieve significant transformation of coverage, readership and power structure, due to societal and internal systematic factors.
Highlights
English-language newspapers in South Africa were written by whites for whites
In addition to diversifying the paper’s white male readership, the new editor at the time brought in a consultant, who suggested that The Durban Post and one of Durban Newspapers’ other papers differentiate their markets - the former shifted to business, politics and an explicitly up-market readership, while the latter went for a popular, tabloid format
This study finds that The Durban Post has been relatively slow to transform its content, readership and power structure, in the view of the majority in its newsroom
Summary
English-language newspapers in South Africa were written by whites for whites. In addition to diversifying the paper’s white male readership, the new editor at the time brought in a consultant, who suggested that The Durban Post and one of Durban Newspapers’ other papers differentiate their markets - the former shifted to business, politics and an explicitly up-market readership, while the latter went for a popular, tabloid format. To further cement this break, The Durban
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