African Journals Online
Ecquid Novi

Volume 24 Issue 2 2003
ABSTRACTS

Global media and symbolic distancing: research section

Strelitz, Larry

Abstract: The idea of 'self as story' both overlaps and contrasts with other models of identity. It also extends the idea of 'culture' and 'media' beyond the organisational structures of, say, the culture industries, broadcasting or the published media, into the everyday modes in which we express and construct our lives in personal terms, telling our own stories. It makes the assumption that it is valuable to look not just at the products of professionals and specialists, but also at the practices of ordinary people in their everyday lives (Finnegan, 1997: 69). Indeed after years of anti-apartheid sanctions, South Africa is a country awash with American consumer goods, colonised by American pop culture, and obsessed with American celebrities (Keller, 1993: 5). If American popular culture seems so attractive to so many, how do people incorporate it into their activities, fantasies, values, etc. and what meanings are attached to images of the 'American way of life' in specific circumstances? (Ang, 1990: 256).

Hierdie artikel ondersoek die vorming van identiteit deur middel van die media. Dit gee 'n kritiese beskouing van die media imperialisme-tese deur na te gaan hoe Suid-Afrikaanse televisiekykers Amerikaanse televisieprogramme binne Suid-Afrikaanse kontekste dekodeer ten einde hul identiteit te vorm. Die skrywer bevind dat betekenis in komplekse netwerke geskep word en dat dit daarom noodsaaklik is om die sosiale en biografiese kontekste waarbinne mediaboodskappe ontvang word, in ag te neem wanneer identiteitskonstruksie ontleed word.

Keywords: American popular culture, Cultural imperialism, Globalisation, Identity, New world information and communication order, South Africa, Symbolic distancing

Reflections of culture: an analysis of Nigerian mass media advertising: research section

Alozie, Emmanuel C.

Abstract: Despite the growing interest in international advertising, few (if any) studies have examined the cultural reflections of advertising in Nigeria or other sub-Sahara Africa nation(s). This study attempts to bridge that gulf. Working within the framework of cultural theory, content analysis is used to explore the dominant cultural values and appeals found in Nigerian mass media advertising. It also explores the socio-economic conditions of Nigeria and sub-Saharan Africa. The study found that the most dominant appeal is product features / benefits and savings. Moreover, African oriented values (e.g. savings, family, safety) dominated Western-oriented values (e.g. image, snobbishness, youth). However, findings also support the view that advertising skews the economic development of developing nations because it promotes the consumption of products and services the masses cannot afford, calling for further studies to examine the role of advertising in African countries.

Die rol van reklame in Afrikalande is die onderwerp van hierdie artikel, met 'n spesifieke fokus op Nigerië. Die outeur stel met behulp van inhoudsanalise vas dat advertensies in Nigeriese massamedia Afrikawaardes bo Westers-georiënteerde waardes stel. 'n Verdere aspek van hierdie advertensies wat in die analise aan die lig kom, is dat reklame die verbruik van goedere en dienste aanmoedig wat buite die bereik van die meerderheid mense is. Die outeur kom daardeur tot die gevolgtrekking dat reklame die ekonomiese ontwikkeling van ontwikkelende lande skeeftrek en dat verdere navorsing op hierdie gebied nodig is.

Keywords: Advertising, African values, Content analysis, Cultural theory, Development, Nigeria, Promotional appeals, Western values

Gen Zeds: Arab women speaking with 'still small voices': research section

Walters, Timothy N.; Quinn, Stephen; Walters, Lynne M.

Abstract: The 'Gen Zeds' are female Emirati students in their early twenties at Zayed University who oscillate between the traditional Islamic culture of their families, and the highly mediated global culture they experience at university and on the Internet. These students come almost entirely from prosperous families. On graduation, they are expected to assume leadership positions in the United Arab Emirates - a country in transition - despite living in a society that recently has not permitted women roles beyond that of mother and homemaker. This article considers whether the lessons and experiences they encounter at university - and their intense exposure to a technology-mediated world - will equip them for life in a society radically different from that of their mothers, and whether their 'still small voices' will be heard in a new technology economy.

Die jong geslag vroue wat studeer aan die Zayed Universiteit in die Verenigde Amerikaanse Emirate (VAE) beweeg tussen twee wêrelde: dié van die tradisionele Islamkultuur en 'n globale mediakultuur deur onder meer die Internet. Samelewingsveranderinge, onder meer ten opsigte van die rolle wat vroue kan beklee vind ook voortdurend plaas. Die artikel ondersoek die moontlikhede wat hul ervarings aan die universiteit en nuwe media hulle bied om hul plek vol te staan in 'n samelewing wat radikaal verskil van dié van hul moeders.

Keywords: Communication behaviour, Gen Zeds, Gender, Global culture, Internet, Islamic culture, Students, Technology, United Arab Emirates, Zayed University

Cartoon Cuba: race, gender and political opinion leadership in Judge, 1898: research section

Vaughan, Christopher A.

Abstract: Seldom has the United States witnessed so sharp a turnabout in the dominant images used to portray a foreign entity as Cuba's iconic fall from fair-skinned maiden to racialised caricature in the pictorial world of 1898. The featured cover and centrefold illustrations of Judge, a humour magazine controlled by the Republican Party, used race and gender as codes to reflect the desirability of closer or more distanced US connections with the island. This article examines Judge's partisan opinion leadership and the interplay between popular compassion for victims of imperial abuse and race-based limits on inclusive sentiments engendered by sympathetic publicity.

Hierdie artikel gee 'n historiese blik op redaksionele spotprente in die VSA. Die globale uitbreiding van Amerika in 1898 het aanleiding gegee tot spotprente wat indrukke weergegee het van Kubane, Puerto Ricane, Hawaiïers en Fillipyne. Die uitbeelding van Kuba in a humoristiese tydskrif onder beheer van die Republikeinse Party in die VSA in 1898 bied insae in die heersende politieke orde van die tyd. Rasse- en genderkodes in die illustrasies wat in Judge verskyn het, word gebruik om die wisselende sienings van die VSA se betrekking met Kuba weer te gee. 'n Ondersoek na die illustrasies in die tydskrif gee 'n insae in die wyse waarop tydskrifte die openbare mening ten opsigte van hierdie kwessie beïnvloed het.

Keywords: 1898, Cartoon, Colonialism, Cuba, Discourse, Humour, Imperialism, Journalism, Judge, Racial imagery, United States, Visual communication