International Journal of Public Opinion Research 13:355-376 (2001)
© 2001 World Association for Public Opinion Research
Serving a New Democracy: Must the Media ‘Speak Softly’? Learning From South Africa
Trinity College, Cambridge CB2 1TQ, UK, ak253{at}hermes.cam.ac.uk
P O Box 126, Rivonia, 2128, South Africa, joskuper{at}iafrica.com
In a fragile democracy emerging from authoritarianism, there tend to be serious disputes over whether media should emphasize their critical role as watchdogs, on the one hand, or their constructive role in development and strengthening the new government's ability to rule effectively, on the other. Is this apparent tension within the dual role of the media as a constructive critic avoidable? Drawing on 20 years of large-scale survey research in South Africa—as well as recent theories of democracy and transition, and of the normative function of the media—this paper identifies the express needs of populations in democratizing environments, in respect of their media in particular. It maps the dominant ‘mindsets’ of the population by charting their concerns across the axes of protective rights, personal autonomy, and civic belonging. And it identifies the kinds of media that presently reach—and often set the agenda for—these mindset groups. Once a nuanced picture of the social and communicative landscape is in view, it becomes apparent that each mindset group requires a very particular balance from their media—pertaining to content, context, and style. Media that are responsive to these requirements are able to enhance both personal freedom and political effectiveness. Thus the media can be understood and transformed in ways that contribute simultaneously to critical independence and democratic constructiveness, as well as to commercial success.