An Investigation Into the Popularity of the Zimbabwean Tabloid Newspaper, Umthunywa: a Reception Study of Bulawayo Readers

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An Investigation Into the Popularity of the Zimbabwean Tabloid Newspaper, Umthunywa: a Reception Study of Bulawayo Readers View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by SEALS Digital commons An investigation into the popularity of the Zimbabwean tabloid newspaper, uMthunywa: A reception study of Bulawayo readers. A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in Journalism and Media Studies RHODES UNIVERSITY By Hayes Mawindi Mabweazara May 2006 Supervisor: Professor Larry Strelitz ii For my parents Smart and Judith Mabweazara: I will always cherish your inspiration. iii ACKNOWLEDGEMENT This thesis was completed thanks to the academic and personal generosity of a number of people. I wish to particularly thank my supervisor, Professor Larry Strelitz, for his patience and dedicated effort in providing the intellectual guidance and support that saw the writing of this thesis come to an end. Further gratitude goes to the following members of the Rhodes University Journalism School, who made me realise the pleasures of intellectual inquiry (perhaps without realising it themselves): Professor Jeanne Prinsloo, for making the thesis writing process lighter through her motherly advice and encouragement, and for particularly encouraging me to apply for the Belgian Technical Cooperation (BTC) thesis scholarship whose support enabled me to spend time at Rhodes as I did my research; Professor Guy Berger, for the provision of material and stimulating discussions at the formative stages of my research; Lynette Steenveld, for the inspiration and advice at the onset of my studies – you were right, “it can never be an MA by attendance.” My gratitude also goes to my classmate, Hugh Ellis, for the company as the thesis writing struggle began. I am also greatly indebted to my colleagues in Journalism at the National University of Science and Technology (NUST): Stanford Matenda and Cleophas Muneri for the continual sharpening of my perceptions through discussions and informed criticisms of my work. We have indeed worked together collectively and creatively – thanks for allowing me to overstretch your indulgence by ‘giving me’ time to write as you took an extra burden of work. Many thanks also go to Elinor Burkett for proofreading sections of the dissertation. On a personal level, I wish to express my most heartfelt gratitude to my family, who made many sacrifices, often unacknowledged by me. iv ABSTRACT The development of the tabloid press has stirred heated debate among media scholars. Critics have argued against the relevance of tabloids in society, often framing them as the ‘journalistic other’ deserving no place in ‘serious’ journalism. Much of this criticism, however, has not been based on a close interrogation of the phenomenon, or an examination of the reasons for their popularity amongst readers. It is against this background that this study investigates the reasons behind the popularity of the Zimbabwean state-controlled tabloid newspaper uMthunywa, among its Bulawayo readers. In particular, it explores the meanings obtained from the content of the paper and the relevance of this content to the readers’ everyday lives. In undertaking this investigation, the study draws primarily on qualitative research methods, particularly qualitative content analysis and in-depth interviews (both group and individual). As the study demonstrates, these methods uncover the complex manner in which Bulawayo readers are attracted to uMthunywa and how they appropriate its textual meanings to their lived realities. The study establishes that despite uMthunywa being state-controlled, it offers space through which the conventional ways of presenting reality are challenged, and the importance of the newspaper being written in isiNdebele. As the study indicates, the popularity of the newspaper is largely dependent on its excessive formulaic and sensational stories, which cover issues experienced by its readers in their lived circumstances. The study thus argues that the newspaper constitutes an alternative mediated public sphere that finds space in the deeper social conditions that have alienated the people of Bulawayo from the macro- political life of the nation and the ‘power bloc’. v TABLE OF CONTENTS Dedication..……………………………………………………………………………….…ii Acknowledgments……..………………………………………………………….…….…..iii Abstract………………………………………………………………………………….…..iv Table of contents……………………………………………………………………………..v Chapter 1: Introduction 1. General background of the study: A personal note……………………………………..1 1.1. Objectives of the study………………………………………………………………….4 1.2. Significance of the study………………………………………………………………..5 1.3. Thesis outline.…………………………………………………………………………...6 Chapter 2: Locating uMthunywa in the Zimbabwean press and its context of consumption. 2. Introduction…………………………………………………………………………..8 2.1. The press in Zimbabwe: A brief background………………………………………...8 2.1.1. The private press…………………………….………………………………………..9 2.1.2. The state-controlled press…………………………………………………………...11 2.1.3. The emergence and development of uMthunywa…………………………………...13 2.2 The context of consumption: socio-political background of Bulawayo.……………15 2.3. Conclusion…………………………………………………………………………..19 Chapter 3: The Habermasian concept of the public sphere and tabloid Journalism: theories and perspective. 3. Introduction……………………………………………………………………………20 3.1. The Public Sphere concept…………………………………………………………… 20 3.2. Defining the ‘tabloid’ ………………………………………………………………….23 3.3. Tracing the origins of tabloid journalism……………………………………………...25 3.4. Tabloids: theories and perspectives….………………………………………………...28 3.5. Tabloids and the Public Sphere concept.………………………………………………33 3.6. Conclusion.…………………………………………………………………………….37 Chapter 4: Audience Studies: Situating reception analysis 4. Introduction………………………………………………………………………….38 4.1. Background………………………………………………………………………….38 4.2. Effects studies: the passive audience………………………………………………..39 4.3. Changing perspectives: the birth of the active audience…………………………….42 4.3.1. Uses and Gratifications……………………………………………………………...43 4.3.2. Reception analysis…………………………………………………………………..45 4.3.3. The foundation of reception analysis………………………………………………..46 The encoding/decoding model………………………………………………………46 4.3.4. The essentials of reception analysis…………………………………………………48 4.4. Conclusion.…..….……….………………………………………………………….51 vi Chapter 5: Research methodology and data analysis procedures 5. Introduction¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ .52 5.1. Research design and procedure¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ...52 5.1.1. Quantitative research: philosophical underpinnings.¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ...52 5.1.2. Epistemological foundations of reception research.. .¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 55 5.2. Research procedure and sampling¼ .¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ..56 5.2.1. Qualitative content analysis¼ .¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 56 5.2.2. Focus group interviews¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ...59 5.3.3. Individual in-depth interviews.¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 62 5.3. Data analysis procedures¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ .63 5.4. Conclusion¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ...64 Chapter 6: Presentation and analysis of findings 6. Introduction¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 66 6.1. Qualitative content analysis findings: a brief overview.¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 67 6.2. Readers' identities and relationships to the broader political formation..¼ ¼ ¼ ¼ ¼ ..71 6.3. Readers' newspaper preferences and reading habits¼ ¼ ¼ ..¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 75 6.4. Meanings obtained from the textual content of uMthunywa and their appropriation to the readers' everyday lived-realities¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ..80 6.5. The political significance of the reading of uMthunywa.¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ...87 6.6. The role of language in attracting readers to uMthunywa¼ ..¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ....92 6.7. Conclusion¼ .¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ .¼ 94 Chapter 7: Conclusion 7. Introduction¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 95 7.1. Summary¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ 96 7.2. Scope for further research¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ..97 Appendix¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ..99 Guide for focus group interviews.¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ...100 References¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ¼ ..102 1 CHAPTER 1 INTRODUCTION I want to know more about those instances when the people make relevant connections between the immediate conditions of everyday life and the larger structures which determine those conditions and about what sort of information encourages or enables this. I am interested in the possible points of intersection between information about events at the macro-structural level of organised political life and the information that the people desire in order to extend their control over the conditions of their lives within that macro-political order. (Fiske 1992: 61) This study is an investigation into the popularity of the Zimbabwean vernacular (isiNdebele) tabloid newspaper, uMthunywa among its Bulawayo readers, who account for about three quarters of its total readership. It broadly seeks to interrogate the very meanings readers amass from the content of the newspaper and how these interface with their everyday lived circumstances. This aim ties closely with the fact that the socio-political and economic history of Bulawayo Metropolitan Province – located
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