The implications of the personalisation of the media www.ubuntu.co.za for democracy

Naidoo, Trusha A (2001-03)

Thesis (MPhil)--Stellenbosch University, 2001.

Thesis

ENGLISH ABSTRACT: This body of work is a post modern analysis of how the shift from mass to me media influences the role and structure of the media. Was McLuhan right, is the medium increasingly the message? Or is the post-modern media a totally different animal, a manifestation of popular culture and marketing rather than the socially responsible institution responsible for safeguarding democracy that it was envisioned to be by the American founding fathers? The underlying theme is the convergence of media and marketing and the resulting conglomeration and technological dependency forced on the reader and the writer. Who are the new mediators and how do they manage the media? In the mediatrix, the readers become media managers and the writers become surfers. The analysis begins with an examination of the contrast between real and virtual communities and how the media bridges this information gap. How does reporting in virtuality reflect reality? The body of the study has three parts, the shift from mass to me media, the alternative media spheres it has engendered and the controlling forces behind this transition. Throughout the study, mass media and me media are contrasted. The study ends with a look at the impact of technology .andpopular culture on the South African media and how the media will click through the future. Will the deeply entrenched communal values of ubuntu stave off the individualisation cocooning brings? That is, will the I before we focus of personalised media nurture the South African democracy or will itfoster mediocracy?

AFRIKAANSE OPSOMMING: Die volgende tesis is n omskrywing van hoe die beweging van die massa-media na die ek-media die rol en die struktuur van die media beinvloed. Was McLuhan korrek, is die medium dikwels doe boodskap? Of is die post-moderne media n totale ander gedierte? n Manifestasie van die populere kultuur en bemarking, eerder as die sosiale verantwoordelike instituut verantwoordelik vir die behoud van demokrasie soos dit gevisualiseer is deur die Amerikaanse voorvaders? Die onderliggende tema is die bymekaarvoeging van media en bemarking en die konglomerasie en tegnologiese verantwoordelikheid geplaas op die leser en skrywer. Wie is die nuwe tussengangers en hoe bestuur hulle die media? In die "mediatrix" word die leser die media bestuurder en die skrywer word die net-sweefer. Die analise begin met die ondersoek na die kontras ussen egte en virtuele gemeenskappe en hoe die media hierdie informasie gaping oorbrug. Hoe word realiteit beinvloed deur rapportering in virtualiteit? Die liggam van die studie bestaan uit drie dele - die skuifvan massa-media na ek-media, die alternatiewe media sfere wat dit vorm, en, die beheerende invloede agter die transformasie. Reg deur die studie word die massa -media en die ek-media gekontrasteer. Die studie eindig met n opsomming van die impak wat tegnologie en populere kultuur op die SA mark het en hoe die media sal saamstem in die toekoms. Sal die diepere gelee gemeenskapswaardes van ubuntu die individualisme wat "cocooning" meebring afskiet. Sal die ek voor die ons van verpersoonlikte media die SA demokrasie aanhelp of medioker maak.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52537
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