The relationship between land use management practice and outdoor advertising in Mangaung Metro Municipality
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Date
2015-11
Authors
Kruger, Sophia Johanna
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
Outdoor advertising is the act of conveying commercial information visually at public outdoor spaces. The Department of Environmental Affairs created the South African Manual for Outdoor Advertising Control (SAMOAC) to aid municipalities in the drafting of policies and bylaws to regulate outdoor advertising signs in their municipal areas. SAMOAC emphasises that both environmental management principles and land use planning and control practices play important roles in the sustainable development and management of outdoor advertising.
The control and management of outdoor advertising in Mangaung Metro Municipality appears to be operating in isolation from other higher order plans, frameworks and schemes. Outdoor advertising applications appear to be processed and evaluated on an ad hoc basis according the outline in the Mangaung Outdoor Advertising Bylaw. This creates a concern that there is no pro-active planning but only a reactive response to the outdoor advertising industry. Unplanned and unintegrated outdoor advertising development can have a negative impact on the health and safety as well as the character of the city. Land use control procedures and measures are usually applied to encourage and attract positive land use development and discourage unwelcome and negative land use utilization, based on the character and desired or planned land use of an area or erven. Therefore this research study focuses on the influence that land use control and planning procedures have on outdoor advertising control and management practices in Mangaung Metro Municipality.
Descriptive analysis and empirical research were conducted through the analysis of regulatory documents, an interview with an official, observations and analysis of data collected from Mangaung Metro Municipality outdoor advertising applications by means of checklists that were summarised in tables and pie charts and compared through a chi-square test.
The research conducted was to determine if there is an integration between regulatory documents pertaining to land use control; planning procedures; and outdoor advertising control and management practices. Furthermore, the research aimed to establish whether land use control and planning procedures influenced the evaluation of outdoor advertising applications.
It was found that regulatory documents pertaining to land use control and planning procedures in Mangaung Metro Municipality are not integrated with regulatory documents concerning outdoor advertising control and management practices. However, land use control and planning procedures do have an influence on the evaluation of ad hoc outdoor advertising applications in Mangaung Metro Municipality.
An Outdoor Advertising Master plan that is integrated with higher order land use control and planning related documents (IDP, SDF, LUMS), is ultimately proposed to assist with the sustainable development and management of outdoor advertising control practices. Public participation is emphasised as a key aspect of outdoor advertising planning and evaluation, because a people centered and holistic approach is required to establish outdoor advertising constraints and opportunities.
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Keywords
Outdoor advertising control practices, Land use control procedures, Third party advertising, On-premises advertising, Administrative approval results, Primary reason for non-approval, Outdoor advertising control areas, Mangaung Metro Municipality Outdoor advertising Policy and Bylaw, South African Manual for Outdoor Advertising Control, Dissertation (M.U.R.P. (Urban and Regional Planning))--University of the Free State, 2015