Die stand van die Afrikaanse koerant in Suid-Afrikaanse gemeenskappe
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Date
2007
Authors
Diederichs, P. D.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
The Afrikaans newspaper has a rich history of struggle and involvement in its niche
reader market, the Afrikaans-speaking population. New challenges face this market in
an ever-changing technological and social-political environment. Backed by the
biggest media company in Africa, Naspers, Afrikaans newspapers have the economic
resources to survive in a competitive multilingual environment. The question is whether
the product will meet the needs of a growing discerning media audience that will not
necessarily purchase news offered in a specific language or in a specific medium. The
study on which this article is based, looked at various trends in modern news media
ranging from content to the delivery format. The McQuail (2004) methodological
approach of studying mass communication processes through a “social action
perspective”, as well as the gratification model, were used to highlight the importance
of target group variables and the interaction between product and consumer. It was
found that the news industry is in a transition phase globally of traditional versus
convergence media, and that the Afrikaans newspaper editors and proprietors are
acutely aware of this fact.
Description
Keywords
Afrikaans newspaper, Reader market, News industry, Survival of Afrikaans newspapers
Citation
Diederichs, P. D. (2007). Die stand van die Afrikaanse koerant in Suid-Afrikaanse gemeenskappe. Communitas, 12, 115-132.