'n Landboublad as "sosiale barometer" : Landbouweekblad as aanwyser van een eeu se landbou-ontwikkeling
Date
2019
Authors
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Journal ISSN
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Publisher
LitNet
Abstract
Die Afrikaanse landboutydskrif Landbouweekblad vier in Mei 2019 sy eeufees. Hierdie artikel beskou vanuit ‘n mediageskiedkundige asook tydskrifstudie-vertrekpunt die ontstaan en ontwikkeling van die blad sedert 1919. ‘n Oorsig vanuit ‘n mediageskiedkundige perspektief, saam met ‘n kortbegrip van tydskrifstudie as onderontwikkelde navorsingsveld in Suid-Afrika, word as fundamentele vertrekpunte aangebied met as kernbegrip tydskrifte as sosiale barometers van hul tyd. Dié begrip van tydskrifte as barometers is ‘n gepaste metafoor gesien die fokus van die artikel, aangesien die landbou van die stand van ‘n barometer afhanklik is as aanwyser van goeie of slegte nuus. ‘n Oorsigtelike bespreking van die politieke ekonomie van die mediateorie, veral toepaslik in die lig van die ontstaansgeskiedenis van die blad in sy spesifieke sosiopolitieke omstandighede, volg. Daarna word ‘n chronologiese boekstawing van die blad se ontstaansgeskiedenis aangebied. Kontekstueel kan die gevolgtrekking gemaak word dat dit vandag ‘n dinamiese produk te midde van groot uitdagings is. Sy eeufees word gevier te midde van erge onsekerheid rondom die landbou (die teikenmark wat dit bedien) asook die tegnologierevolusie (as mediaproduk). Ook hierin toon dit egter sy fundamentele aard as ―sosiale barometer‖ deur byvoorbeeld sy leierskap met die aanbied van die 2018-konferensie oor grondhervorming in ‘n tyd van sosiopolitieke onstabiliteit. Wat betref mediavernuwing as gevolg van die tegnologierevolusie het die blad ook gemorfeer in nuwe produkte in antwoord op uitdagings betreffende die ontwrigtende digitale ekonomie. As finale gevolgtrekking kan dit gestel word dat die doelwitte van een eeu gelede steeds nagestreef word en dat die blad inderdaad beskryf kan word as ‘n sosiale barometer wat die stand van sake, of ―temperatuur‖ en ―klimaat‖, kon ―lees‖ en in sy blaaie kon weerspieël.
This article presents an overview of the hundred years of the magazine Landbouweekblad, which was founded in May 1919 and thus celebrates its centenary this year. The article is presented from a (media-) historical and magazine studies point of departure – the latter a subfield that is particularly underemphasised in South African media and journalism studies. The concept of magazines as social barometers of their time, as espoused by Querusio (2013) and Johnson and Prijatel (2007) as pre-eminent magazine studies scholars, is presented together with the theoretical point of departure of the political economy of the media as an appropriate approach. The origin and development of this particular agricultural magazine are recorded against the goals set by the publication itself in response to the socio-economic political realities of South Africa when it was established in 1919, and as it developed over the next ten decades. It can indeed be understood in terms of the metaphor of magazines as being social barometers of their time, as presented within the field of magazine studies.
This article presents an overview of the hundred years of the magazine Landbouweekblad, which was founded in May 1919 and thus celebrates its centenary this year. The article is presented from a (media-) historical and magazine studies point of departure – the latter a subfield that is particularly underemphasised in South African media and journalism studies. The concept of magazines as social barometers of their time, as espoused by Querusio (2013) and Johnson and Prijatel (2007) as pre-eminent magazine studies scholars, is presented together with the theoretical point of departure of the political economy of the media as an appropriate approach. The origin and development of this particular agricultural magazine are recorded against the goals set by the publication itself in response to the socio-economic political realities of South Africa when it was established in 1919, and as it developed over the next ten decades. It can indeed be understood in terms of the metaphor of magazines as being social barometers of their time, as presented within the field of magazine studies.
Description
CITATION: Rabe, L. 2019. 'n Landboublad as "sosiale barometer" : Landbouweekblad as aanwyser van een eeu se landbou-ontwikkeling. LitNet Akademies, 16(1):207-244.
The original publication is available at https://www.litnet.co.za
The original publication is available at https://www.litnet.co.za
Keywords
Landbouweekblad, Afrikaans periodicals -- South Africa -- History, Mass media -- South Africa -- History, Journalism -- South Africa -- History, Agriculture -- Periodicals
Citation
Rabe, L. 2019. 'n Landboublad as "sosiale barometer" : Landbouweekblad as aanwyser van een eeu se landbou-ontwikkeling. LitNet Akademies, 16(1):207-244.