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Mdantsane FM in Shaping Audience Perceptions About the LGBTI Community in Mdantsane Township, East London Simo Cele and Mncedi Eddie Magade*

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Mdantsane FM in Shaping Audience Perceptions About the LGBTI Community in Mdantsane Township, East London Simo Cele and Mncedi Eddie Magade* Research article Global Media Journal 2019 Vol.17 No. ISSN 1550-7521 33:190 Investigating the Role Played By Mdantsane FM in Shaping Audience Perceptions about the LGBTI Community in Mdantsane Township, East London Simo Cele and Mncedi Eddie Magade* Department of Corporate Communication and Marketing, Walter Sisulu University, East London, South Africa *Corresponding author: Mncedi Eddie Magade, Department of Corporate Communication and Marketing, Walter Sisulu University, East London, South Africa, Tel: +27742935786; E-mail: [email protected] Received date: Aug 28, 2019; Accepted date: Oct 30, 2019; Published date: Nov 07, 2019 Copyright: © 2019 Cele S, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Citation: Cele S, Magade ME. Investigating the Role Played By Mdantsane FM in Shaping Audience Perceptions about the LGBTI Community in Mdantsane Township, East London. Global Media Journal 2019, 17:33. programmes, queer people are always laid bare for public Abstract ridicule and are often objectified. This paper seeks to look at the role that community media, The aim of this research paper is to evaluate the particularly community radio, plays in addressing the flawed effectiveness of a particular local community radio station perceptions that members of society have about in addressing misrepresentations of the Gay, Lesbian, homosexuality. The study seeks find out how selected Bisexual, Transgender and Intersex (LGBTI+) community. audience members of Mdantsane FM perceive homosexuality, The radio station is situated in the township of and whether or not the local radio station has a responsibility Mdantsane approximately 25 km from East London’s city in enforcing, changing or even normalising these perceptions. centre. Community radio stations are regarded as pillar stones of society due to the fact that they are the voices The Power in Perception of the communities within which they operate. In addition, radio stations have the duty to represent Understanding homosexuality remains one of the most interests of all members of the communities they serve difficult challenges in a world that is full of people who hold including those of the LGBTI people. This research different views and values. The African society mainly holds therefore, seeks to find out what role (if any) does two prominent views about homosexuality. The first and Mdantsane FM play in fulfilling this mandate? While in largely believed view is that, homosexuality is an evil and addition it seeks to investigate whether or not the station inferior disorder and that homosexual behaviour is a condition has a potential of shaping audiences’ perceptions about associated with being mentally disturbed [1]. A second view is the queer community. that homosexuality is an organic part of the human spectrum that acknowledges the fact that people are born homosexual [1]. The Lesbian, Gay, Bisexual, Transgender and Intersex Keywords: Mdantsane FM; LGBTI community; Radio (LGBTI) community is a minority group and therefore, the station; Mdantsane Township; Audience studies manner in which they are portrayed and treated in various communities affects members of the LGBTI community as a Introduction whole [1]. The South African society is still not educated and well Despite there being an increase in the study of LGBTI people informed about queer lives and vast differences within in recent years throughout the world, there are still areas that homosexuality [1]. The media has a huge effect on how society can be explored such as; LGBTI communities in townships etc. thinks and perceives a certain subject, and as a result, the There is a lack of data that explores the living conditions of media therefore contributes to the stereotypical set of homosexuals in South Africa especially those that are black thoughts that members of society have about homosexuality. and live in previously marginalised settings like townships [3]. Although there have been much improvements in LGBTI Sanger states that; it is mostly in the United States where representations within the media space [2], much of the social perceptions of homosexuality were studied during the coverage has been mostly typical in nature and has misleading late nineties but it was mostly surveyed briefly rather than assumptions and beliefs about being queer. In instances where explored in its totality [4]. A high number of research looked the media shows images and stories of people of the same sex, into the origins of homosexuality and questioning whether it is it is often met with public criticism, leading to many of these natural or not. Recent studies into homosexuality have mainly productions being cancelled [2]. Ott and Mack further state looked into the myths surrounding homosexuality and what that when the media does involve homosexuality within its African religions and cultures say about the origins of sexuality This article is available from: globalmediajournal.com 1 Global Media Journal 2019 ISSN 1550-7521 Vol.17 No. 33:190 and LGBTI community. These studies show that most people age and cultural groups, the role mass media plays can be are still uncomfortable with homosexuality for a number of determined according to different sociological perspectives reasons, ranging from how different it is from societal within a society [11]. standards of sexuality and gender and the discomfort also derives from not having a proper understanding of the LGBTI The South African Society community [4]. The absence of research and educational material about the South Africa is a divided society caused by structural LGBTI community has a great impact on how society views legacies and socioeconomic inequalities formed from decades homosexuals and also how the media portrays homosexuality. of colonial and apartheid rule which purposefully marginalised Gross acknowledges that communities are more likely to the majority black population with access to economic project what the media deems as “reality” towards their opportunities, quality education, political participation, land conceptions about the world, its people and how they function and basic human rights [12]. Apart from having the lowest [5]. human development index in the world, South Africa still has the highest rate of income inequality in the world, and this is Although there has been a fair amount of LGBTI coverage rising exponentially. In 1994, South Africa entered a within the media, there also has been less representation of democratic dispensation under the leadership of the the vast differences within the LGBTI community which has led governing African National Congress (ANC) led by Nelson to the construction of false ideas, stereotypes and perceptions Mandela [13], this brought with it the false hope that things about homosexuality [1]. Ringer recognises the multiple forms will change for the better. Throughout South Africa’s post- of experiences lived by queer people and warns against the apartheid history, the ANC led government has program in blanket approach towards queer identity by the media [6]. pursuit of ‘a truly united, democratic and prosperous social and economic transformation. Social Context East London, Mdantsane Over the past decade, research on the effects of media has purely focused on how people react to media content, in The Eastern Cape is home to approximately 6.5 million isolation from other surrounding factors [7]. Whilst this people, of which an estimated 3.4 million are receipt of social approach has had the benefits of giving insights into the grants [14]. A big portion of about 68 percent of the social process that explains media reactions and influences, it does grants in the Eastern Cape is directed towards rural, townships however disregard the potential influence of the social context and informal settlements dwellers who are mainly children upon exposure to media content [7]. and the elderly [14]. In 2012 alone, a total of R18 million worth Social context is the sociocultural characteristic that shapes of social grants were provided to Eastern Cape beneficiaries a person’s daily experiences and that directly and indirectly against a national social budget of R80 million [15]. affects their behaviour and understanding [8]. These Divided into 18 zones, Mdantsane township is host to an characteristics could be historical, political, organisational and estimated 265 827 households with a population of 2.6 million institutional, ranging from; educational institutions, the media people [16,17]. Located under the Eastern Cape’s Buffalo City and the community at large. Furthermore, family and Metropolitan Municipality, Mdantsane is mainly a female and interpersonal relations also play a part in the shaping of one’s child headed community with a demographic ranging from perspectives about social life [9]. Notably, these forces that below 18 and above 60 years, with a high dependency on the form part of the social context construct are formed in relation governmental social support services to survive [18]. to one another and often influence people in ways that one may not be consciously aware of [9]. Community Radio; Mdantsane FM Media and Society Unlike other parts of the world, South Africa’s community radio station industry was established towards the end of the Mass media occupy a high proportion of society’s leisure critical times of apartheid
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