Kommunikasiekunde in Suid-Afrika: die begin, die hede en uitdagings vir die toekoms
PDF

Keywords

Communications Policy
Development Communication
Indigenising Of Theory
Indigenous Theory
Mass Communication
New Media
Normative Media Theory
Research Paradigms

Abstract

Communication science in South Africa: the beginnings, the present and challenges for the future

This article is based on the Gert Pienaar Commemorative Lec-ture given by the author of this article on 27 August 2009 at the North-West University, Potchefstroom. The late Professor Gert Pienaar founded communication science (then Press Science) in South Africa, fifty years ago. Apart from acknowledging his contribution, the purpose of the lecture and of this article is to briefly outline the main research paradigms which have guided South African mass communication research the past fifty years, namely the positivist (or managerial) paradigm and the critical paradigm. It is argued that normative questions about the role and functions of the media in society underlie these paradigms. Against the background of new paradigms such as the postmodern and postcolonial paradigms (of which the basic tenets are also outlined) the applicability and relevance of old normative media theory in a new society and in a new media landscape (briefly described) are questioned and the Western prejudice of “old” normative theory is highlighted. With this in mind, four research areas for future South African mass com-munication research are emphasised, namely fundamental new media research, development communication research from an African perspective, communications policy research, and the indigenisation of mass communication theory.
https://doi.org/10.4102/koers.v74i1/2.122
PDF
Copyright information
  • Ownership of copyright in terms of the Work remains with the authors.
  • The authors retain the non-exclusive right to do anything they wish with the Work, provided attribution is given to the place and detail of original publication, as set out in the official citation of the Work published in the journal. The retained right specifically includes the right to post the Work on the authors’ or their institutions’ websites or institutional repository.
Publication and user license
  • The authors grant the title owner and the publisher an irrevocable license and first right and perpetual subsequent right to (a) publish, reproduce, distribute, display and store the Work in  any form/medium, (b) to translate the Work into other languages, create adaptations, summaries or extracts of the Work or other derivative works based on the Work and exercise all of the rights set forth in (a) above in such translations, adaptations, summaries, extracts and derivative works, (c) to license others to do any or all of the above, and (d) to register the Digital Object Identifier (DOI) for the Definitive Work.
  • The authors acknowledge and accept the user licence under which the Work will  be published as set out in http://creativecommons.org/licenses/by/2.5/za/legalcode (Creative Commons Attribution License South Africa)
  • The undersigned warrant that they have the authority to license these publication rights and that no portion of the copyright to the Work has been assigned or licensed previously to any other party.

Disclaimer: The publisher, editors and title owner accept no responsibility for any statement made or opinion expressed by any other person in this Work. Consequently, they will not be liable for any loss or damage sustained by any reader as a result of his or her action upon any statement or opinion in this Work. 
In cases where a manuscript is NOT accepted for publication by the editorial board, the portions of this agreement regarding the publishing licensing shall be null and void and the authors will be free to submit this manuscript to any other publication for first publication.

Our copyright policies are author-friendly and protect the rights of our authors and publishing partners.