The systematic exclusion of the Igbos from key national leadership positions in Nigeria made the rise of secession-seeking groups and demand for self-government inevitable in the region. IPOB is one of these secession seeking groups which uses its radio station to communicate its agenda. Following its stirring rhetoric and extremist views, much has been heard of the place of radio Biafra in the ongoing IPOB agitation in the south east. Owing to radio’s ability to cultivate social and political realities in the minds of people, rhetoric of marginalization which forms the basis of radio Biafra’s broadcast may not leave people free from thinking of what is being communicated and what could be done to actualize the desired self-freedom which the station cultivates. Against this background, this study examined respondents’ level of exposure to radio Biafra’s broadcast, their perception of the broadcast messages and whether the messages persuade them into believing the course being preached from the station. The study was anchored on cultivation and social exchange theories with survey and FGD as research methods in studying 400 respondents purposively selected from 1,306,739 which forms the population of the study. Findings revealed that respondents believed in the mission but lacks the will-power to realize the dream. The study, therefore, recommended that radio Biafra content presenters should reconsider the messages they dish out to the people to avoid a repeat of the Rwandan episode in Nigeria. It was also recommended that government should look into these marginalization complaints from South-Eastern states. Key words: IPOB, rhetoric, marginalization, social exchange theory, cultivate.
{"title":"Cultivating Biafran agenda in Nigeria: Evaluation of the influence of radio Biafras rhetoric of ethnic marginalization on rural dwellers in the South-east","authors":"C. IkegbunamPeter, I. AgudosyFabian","doi":"10.5897/JMCS2020.0698","DOIUrl":"https://doi.org/10.5897/JMCS2020.0698","url":null,"abstract":"The systematic exclusion of the Igbos from key national leadership positions in Nigeria made the rise of secession-seeking groups and demand for self-government inevitable in the region. IPOB is one of these secession seeking groups which uses its radio station to communicate its agenda. Following its stirring rhetoric and extremist views, much has been heard of the place of radio Biafra in the ongoing IPOB agitation in the south east. Owing to radio’s ability to cultivate social and political realities in the minds of people, rhetoric of marginalization which forms the basis of radio Biafra’s broadcast may not leave people free from thinking of what is being communicated and what could be done to actualize the desired self-freedom which the station cultivates. Against this background, this study examined respondents’ level of exposure to radio Biafra’s broadcast, their perception of the broadcast messages and whether the messages persuade them into believing the course being preached from the station. The study was anchored on cultivation and social exchange theories with survey and FGD as research methods in studying 400 respondents purposively selected from 1,306,739 which forms the population of the study. Findings revealed that respondents believed in the mission but lacks the will-power to realize the dream. The study, therefore, recommended that radio Biafra content presenters should reconsider the messages they dish out to the people to avoid a repeat of the Rwandan episode in Nigeria. It was also recommended that government should look into these marginalization complaints from South-Eastern states. \u0000 \u0000 \u0000 \u0000 Key words: IPOB, rhetoric, marginalization, social exchange theory, cultivate.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134437062","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study set out to understand the role of tabloid news content in establishing public news trust in Zambia. The study compared tabloid news stories (usually frowned upon as unprofessional by most African journalists and scholars) to professional news writing styles, which are rooted in Western journalism education. Drawing from studies that critique tabloid journalism as consumed by people lacking critical abilities to analyze professional news content, the study predicted that: (1) the consumption of tabloid news was not positively correlated to the lack of education/ability to critically analyze ‘professional’ news content; (2) individuals exposed to only professional news content in form of hard news will indicate lower levels of trust for the media if compared to those exposed to tabloid news content; (3) tabloid news will serve as a moderating factor between media trust and mistrust. This theoretical model was tested with quasi-experiments and surveys using data collected from over 319 participants from online media platforms belonging to selected media outlets in Zambia. The results supported the proposed model on the role of tabloid news content and public trust. Additional analyses suggested that there was no positive correlation between the consumption of tabloid news and education; therefore, debunking the idea that critical analysis of news content in Zambia resided among the educated individuals. Key words: Tabloid, sensational news, professional journalism, newsworthiness, media trust, zambia daily mail, Mwebantu Media, Zambia Watchdog, Zambia Media Landscape.
{"title":"News worthiness and Public trust in sub-Sahara African: Examining the impact of tabloid journalism in Zambia","authors":"Gregory Gondwe","doi":"10.5897/JMCS2020.0720","DOIUrl":"https://doi.org/10.5897/JMCS2020.0720","url":null,"abstract":"This study set out to understand the role of tabloid news content in establishing public news trust in Zambia. The study compared tabloid news stories (usually frowned upon as unprofessional by most African journalists and scholars) to professional news writing styles, which are rooted in Western journalism education. Drawing from studies that critique tabloid journalism as consumed by people lacking critical abilities to analyze professional news content, the study predicted that: (1) the consumption of tabloid news was not positively correlated to the lack of education/ability to critically analyze ‘professional’ news content; (2) individuals exposed to only professional news content in form of hard news will indicate lower levels of trust for the media if compared to those exposed to tabloid news content; (3) tabloid news will serve as a moderating factor between media trust and mistrust. This theoretical model was tested with quasi-experiments and surveys using data collected from over 319 participants from online media platforms belonging to selected media outlets in Zambia. The results supported the proposed model on the role of tabloid news content and public trust. Additional analyses suggested that there was no positive correlation between the consumption of tabloid news and education; therefore, debunking the idea that critical analysis of news content in Zambia resided among the educated individuals. \u0000 \u0000 \u0000 \u0000 Key words: Tabloid, sensational news, professional journalism, newsworthiness, media trust, zambia daily mail, Mwebantu Media, Zambia Watchdog, Zambia Media Landscape.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133380604","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The objective of the study was to identify rural women's radio program preferences and listening behaviours. Survey was used to gather information from 200 rural women selected through multistage sampling from Sidama and Gedeo Zones. Descriptive statistic such as frequency and percentage were used to present results. Moreover, association among the different variables was tested using correlation and multiple regressions. Result from Pearson Correlation analysis indicated that there exist significant but negative association between radio listening hours and variables such as number of children, habit of listening before marriage, skill to operate radio, and education level. The result of the multiple liner regression indicated that a significant regression equation was found (F5,136)=8.679, p=0.0005) with an R2 of 0.242. Education with β-.263; p=0.001, makes the largest unique contribution to explaining the dependent, and listening habit before marriage is the next strongest unique contributor with β.242; p=0.003. Based on the results, it was recommended that health and agricultural issues should be included in programming; that more local news should be presented, that more traditional music be selected, and that program for women should be aired in the morning and evening times. Key words: Behaviour, Listening, Preference, Radio, SNNPR, Women, Gedeo, Sidama.
{"title":"Rural womens radio listening behavior and program preferences in SNNPRS, the case of Sidama and Gedeo Zones","authors":"Yohannes Shiferaw Jira","doi":"10.5897/jmcs2020.0694","DOIUrl":"https://doi.org/10.5897/jmcs2020.0694","url":null,"abstract":"The objective of the study was to identify rural women's radio program preferences and listening behaviours. Survey was used to gather information from 200 rural women selected through multistage sampling from Sidama and Gedeo Zones. Descriptive statistic such as frequency and percentage were used to present results. Moreover, association among the different variables was tested using correlation and multiple regressions. Result from Pearson Correlation analysis indicated that there exist significant but negative association between radio listening hours and variables such as number of children, habit of listening before marriage, skill to operate radio, and education level. The result of the multiple liner regression indicated that a significant regression equation was found (F5,136)=8.679, p=0.0005) with an R2 of 0.242. Education with β-.263; p=0.001, makes the largest unique contribution to explaining the dependent, and listening habit before marriage is the next strongest unique contributor with β.242; p=0.003. Based on the results, it was recommended that health and agricultural issues should be included in programming; that more local news should be presented, that more traditional music be selected, and that program for women should be aired in the morning and evening times. \u0000 \u0000 \u0000 \u0000 Key words: Behaviour, Listening, Preference, Radio, SNNPR, Women, Gedeo, Sidama.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130865126","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper presents a literature review of the sexual reproductive health campaign messages and highlights the milestones in the existing literature. The review begins with definition of health campaign messages and other key concepts. The subject is then situated within the discipline of communication studies particularly within the branch of health communication. A review of relevant theories follows after which previous research on health campaign messages is highlighted. The paper concludes by pointing out the potential areas of further research on the subject of health campaign messages in Kenya. This paper highlights the key concerns cited among the literature to demonstrate the milestones achieved in sexual reproductive health issues and identifies gaps in research to underscore the need, within a uniquely Kenyan context, for subsequent studies. Key words: Communication studies, Health communication, Health campaign messages, Kenyan sexual reproductive health.
{"title":"Literature review of sexual reproductive health campaign messages: What are the milestones and potential research topics within the Kenyan context?","authors":"Bernice Ndegi Gatere, Charles Ongondo","doi":"10.5897/jmcs2019.0664","DOIUrl":"https://doi.org/10.5897/jmcs2019.0664","url":null,"abstract":"This paper presents a literature review of the sexual reproductive health campaign messages and highlights the milestones in the existing literature. The review begins with definition of health campaign messages and other key concepts. The subject is then situated within the discipline of communication studies particularly within the branch of health communication. A review of relevant theories follows after which previous research on health campaign messages is highlighted. The paper concludes by pointing out the potential areas of further research on the subject of health campaign messages in Kenya. This paper highlights the key concerns cited among the literature to demonstrate the milestones achieved in sexual reproductive health issues and identifies gaps in research to underscore the need, within a uniquely Kenyan context, for subsequent studies. \u0000 \u0000 \u0000 \u0000 Key words: Communication studies, Health communication, Health campaign messages, Kenyan sexual reproductive health.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121528348","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The study was designed to examine the effect of 13 Reasons Why on 216 young adults with low self-esteem. Survey method was used to obtain the responses from the samples, before and after watching 13 Reasons Why. The findings of the study revealed that, 13 Reasons Why improved self-esteem in the female samples alone. No improvement in self-esteem was observed in the male samples. Key words: Thirteen reasons why, low self-esteem, self-improvement.
{"title":"A study on the effect of 13 Reasons Why on young adults with low self-esteem","authors":"P. Samuel Duraivel, R. Lavanya","doi":"10.5897/jmcs2019.0655","DOIUrl":"https://doi.org/10.5897/jmcs2019.0655","url":null,"abstract":"The study was designed to examine the effect of 13 Reasons Why on 216 young adults with low self-esteem. Survey method was used to obtain the responses from the samples, before and after watching 13 Reasons Why. The findings of the study revealed that, 13 Reasons Why improved self-esteem in the female samples alone. No improvement in self-esteem was observed in the male samples. \u0000 \u0000 \u0000 \u0000 Key words: Thirteen reasons why, low self-esteem, self-improvement.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121503163","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
November 4th, 2018, in the first episode of the third season of the Tucao Conference, a most popular talk show in China, pop singer Leehom Wang and Peking Opera actor Peiyu Wang debated whether pop songs should be incorporated with elements of Peking Opera. Peiyu Wang believes that young people should give themselves the opportunity to listen to Peking Opera. Pop songs should not encroach on Peking Opera. She thinks it is a kind of awkwardness to Peking Opera. Leehom Wang thinks that "if you don't sing, I don't sing, the Beijing Opera stage will be empty." "Beijing Opera" is China's "national drama", which is a flexible "brand" symbol on the international stage to convey the Chinese image. The paper is divided into three parts. Firstly, for evaluating the Beijing Opera as a Chinese art brand based on the relevant theoretical framework of brand strategy, the necessity of Beijing Opera improvement is pointed out. Secondly, the feasibility of improving Peking Opera is explained from the history of Peking Opera. Thirdly, the solution is proposed, that is, the improvement of Peking Opera needs to draw on the concept of "cooperative communication" and put up with the improvement plan of cooperation with whom and from which aspects. "Cooperative communication" model creates "new Pecking Opera" from the four aspects, which are "content", "subject", "objective" and "channel", so that Beijing Opera can keep youth, popular and go to the world. Key words: Cooperative communication, Peking Opera, popular culture, brand building.
{"title":"An exploration into the revival path of Peking Opera in the perspective of Cooperative Communication: Discussion on the dispute between Leehom Wang and Peiyu Wang in a Chinese Talk Show","authors":"Yan Zhang, Tianyu Li, Yanwen Xu","doi":"10.5897/JMCS2019.0651","DOIUrl":"https://doi.org/10.5897/JMCS2019.0651","url":null,"abstract":"November 4th, 2018, in the first episode of the third season of the Tucao Conference, a most popular talk show in China, pop singer Leehom Wang and Peking Opera actor Peiyu Wang debated whether pop songs should be incorporated with elements of Peking Opera. Peiyu Wang believes that young people should give themselves the opportunity to listen to Peking Opera. Pop songs should not encroach on Peking Opera. She thinks it is a kind of awkwardness to Peking Opera. Leehom Wang thinks that \"if you don't sing, I don't sing, the Beijing Opera stage will be empty.\" \"Beijing Opera\" is China's \"national drama\", which is a flexible \"brand\" symbol on the international stage to convey the Chinese image. The paper is divided into three parts. Firstly, for evaluating the Beijing Opera as a Chinese art brand based on the relevant theoretical framework of brand strategy, the necessity of Beijing Opera improvement is pointed out. Secondly, the feasibility of improving Peking Opera is explained from the history of Peking Opera. Thirdly, the solution is proposed, that is, the improvement of Peking Opera needs to draw on the concept of \"cooperative communication\" and put up with the improvement plan of cooperation with whom and from which aspects. \"Cooperative communication\" model creates \"new Pecking Opera\" from the four aspects, which are \"content\", \"subject\", \"objective\" and \"channel\", so that Beijing Opera can keep youth, popular and go to the world. \u0000 \u0000 \u0000 \u0000 Key words: Cooperative communication, Peking Opera, popular culture, brand building.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130261612","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In the Southern Indian ‘State of Tamil Nadu’, the traditional Jallikattu sport involving young men competing against bulls is described as one of the ancient living sports in the modern era. Based on petitions by animal rights groups, the Supreme Court of India banned the ancient sport of Jallikattu in 2014 on the grounds of animal cruelty. The ban of this traditional sport ignited protests culminating in a large-scale 15-day movement across the state from January 8 to 23, 2017 with a massive mobilization on the world’s second longest beach, the Marina in the state capital of Chennai. Largely propelled by the youths, the ban was perceived as an attack on Tamil culture and identity. The anger was directed at foreign animal rights activism and an unstable political situation gained momentum with media attention. This resulted in the promulgation of a central Act to overturn the ban and facilitate conduct of the sport. This paper examines the role of social media rallying the public and activism against the Jallikattu ban. The paper examines how the platform of social media provided a means to mobilize effectively an affective public and a means to construct Tamil pride and identity through the ban of this bull sport. Key words: Jallikattu, bullfight, social media, tradition, Tamil culture.
{"title":"The voices of culture, conservation and the media event around bullfight Jallikattu in Tamil Nadu, India","authors":"B. Jayashree, A. Aram, Y. Ibrahim","doi":"10.5897/JMCS2018.0644","DOIUrl":"https://doi.org/10.5897/JMCS2018.0644","url":null,"abstract":"In the Southern Indian ‘State of Tamil Nadu’, the traditional Jallikattu sport involving young men competing against bulls is described as one of the ancient living sports in the modern era. Based on petitions by animal rights groups, the Supreme Court of India banned the ancient sport of Jallikattu in 2014 on the grounds of animal cruelty. The ban of this traditional sport ignited protests culminating in a large-scale 15-day movement across the state from January 8 to 23, 2017 with a massive mobilization on the world’s second longest beach, the Marina in the state capital of Chennai. Largely propelled by the youths, the ban was perceived as an attack on Tamil culture and identity. The anger was directed at foreign animal rights activism and an unstable political situation gained momentum with media attention. This resulted in the promulgation of a central Act to overturn the ban and facilitate conduct of the sport. This paper examines the role of social media rallying the public and activism against the Jallikattu ban. The paper examines how the platform of social media provided a means to mobilize effectively an affective public and a means to construct Tamil pride and identity through the ban of this bull sport. \u0000 \u0000 Key words: Jallikattu, bullfight, social media, tradition, Tamil culture.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134620180","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to find the different effects on the elderly caused by reading advertising with different information loads due to differences of cognitive age and advertising credibility. Young adults and middle-aged adults are compared with the elderly. The results reveal that different ages show differences in cognitive age but not in advertising credibility. Most of the respondents in the three age groups have a low cognitive age and low advertising credibility. The elderly have insignificant differences for advertising effect with a high information load. Young adults and middle-aged adults reveal significant differences for the advertising effect of a high information load; however, the advertising effect of a low information load shows no differences due to age. Cognitive age is found to influence the advertising effect of a high information load. The advertising credibility of the three groups is significantly related to the advertising effect of both high and low information loads. Key words: Elderly, information load, advertising effect, advertising credibility, cognitive age.
{"title":"Comparison of the effects of cognitive age and advertising credibility of the elderly on reading advertising with different information loads","authors":"Shu-Yin Yu","doi":"10.5897/JMCS2018.0641","DOIUrl":"https://doi.org/10.5897/JMCS2018.0641","url":null,"abstract":"This study aims to find the different effects on the elderly caused by reading advertising with different information loads due to differences of cognitive age and advertising credibility. Young adults and middle-aged adults are compared with the elderly. The results reveal that different ages show differences in cognitive age but not in advertising credibility. Most of the respondents in the three age groups have a low cognitive age and low advertising credibility. The elderly have insignificant differences for advertising effect with a high information load. Young adults and middle-aged adults reveal significant differences for the advertising effect of a high information load; however, the advertising effect of a low information load shows no differences due to age. Cognitive age is found to influence the advertising effect of a high information load. The advertising credibility of the three groups is significantly related to the advertising effect of both high and low information loads. \u0000 \u0000 Key words: Elderly, information load, advertising effect, advertising credibility, cognitive age.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134299653","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Research trends illustrate that media institutions have a role in influencing the citizenry through their political communication objectives. This research paper grapples with the idea of the press as a political actor in South Africa. This has been done through the analysis of online comments responding to the Mail & Guardian’s editorial message/communique on its political position during the country’s 2014 provincial and national elections. The research article aims to draw conclusions on how the newspaper’s political message was received by the reading public. The article relied on the agenda-setting theory in making sense of the role of the media as well as to understand how the agenda setting role is received media message recipients. The article relied on qualitative research methods and used a thematic analysis approach with the intention of making sense of the research data. It concludes that with reference to political role of the media, media recipients of the Mail & Guardian’s editorial message have conflicting and prior ideas of the role that should be played by this media institution in political related commentary. Key words: Politics, electioneering, reactions, editorial, media.
{"title":"Delving into the political role of the media: An analysis of South Africas mail and guardian and the online reception of its electioneering message","authors":"S. Tyali","doi":"10.5897/JMCS2017.0594","DOIUrl":"https://doi.org/10.5897/JMCS2017.0594","url":null,"abstract":"Research trends illustrate that media institutions have a role in influencing the citizenry through their political communication objectives. This research paper grapples with the idea of the press as a political actor in South Africa. This has been done through the analysis of online comments responding to the Mail & Guardian’s editorial message/communique on its political position during the country’s 2014 provincial and national elections. The research article aims to draw conclusions on how the newspaper’s political message was received by the reading public. The article relied on the agenda-setting theory in making sense of the role of the media as well as to understand how the agenda setting role is received media message recipients. The article relied on qualitative research methods and used a thematic analysis approach with the intention of making sense of the research data. It concludes that with reference to political role of the media, media recipients of the Mail & Guardian’s editorial message have conflicting and prior ideas of the role that should be played by this media institution in political related commentary. \u0000 \u0000 \u0000 \u0000 Key words: Politics, electioneering, reactions, editorial, media.","PeriodicalId":126106,"journal":{"name":"Journal of Media and Communication Studies","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128263679","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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