Racism in the media: forked tongues or loaded guns?

RaashiedGalant,Unpublishedpaper,UniversityofStellenbosch,DepartmentofJournalism November2008 Introduction Racismisaspecificmanifestationofracialidentityandtheconceptofrace.Allthreetermsrace, racialidentityandracismexistintheirownseparate,butinterlinked,sociologicalspheresand togetherwillperpetuallysufferachickenandeggsyndrome.Doestheconceptofracegiveriseto racism,ordoesracismfuelthesearchforracialidentityandthecreationofraceandsoonandso on.InSouthAfrica,allthreetermshavebeenthefocusofvastpolemicalscrutinyformanydecades, amidstasocialstruggledirectedagainsttheveryracialstructuringofthecountryspolitical economy. ThisarticlewillexaminetheissueofracisminSouthAfricanmedia.Itwillofferanoverviewofthe contestedsociologicalapproaches,definitionsandpositionsonrace,racismandracialidentityin SouthAfrica.ItwillalsoprovideanhistoricaloverviewofracismdebatesintheSouthAfrican mediasincetheturnof20thcentury,whileatthesametimediscussingthevarioustheoretical aspectsofmediarepresentationofrace.Thearticlewillnotdelveintothespecificaccusationsof racismlevelledatthemedia,butwillratherseekaconstructivewayforwardindealingwiththe productionandreproductionofracisminSouthAfricanmedia. Themurkyterrainofantiracism InstitutionalapartheidinSouthAfrica,andthesubsequentstruggletodestroyit,hasmeantthatfor manyyearsracismwasintimatelytiedupwiththepoliticsandeconomicsofthiscountry.Quite literally,politicalpowerwasdistributedalongracelines,whileclass/economicpowerwas perpetuatedsimilarlyalongracelines.Akeywordinthearticulationofthestruggleagainst apartheid,wasoppression.BelowIsketchaschematoillustratethearticulationofraceandracism inSouthAfricawithaviewtoillustratingthemurkyterrainofantiracism. Myassumptionisthatattheapexofracismliesoppressionofsomesortoftheother,hencethe schemashowshowrace,ontheonehand,andracismontheotherhandwerearticulatedinrelation tostruggleandoppressioninSouthAfrica.Thisarticulationfollowstwostreamsofthought,based onthetwoschoolsofthoughtthatexistatthegenesisofracethinking,i.e.:(1)isitpartofnature andbiologyor,(2)isitasocialconstruct?Thisarticleviewsracismexclusivelyasnegative,and makesnoaccommodationfortheviewthatracismmaybepositiveandintheinterestsofany nationalsolution. Inevitably,thenotionofproblematizingraceinthemediahasanantiracistagenda,hencetheneed forthisschema.Whetheritistoexplorehowandifthemediaisracist,tohowthemediacanor shouldpromoteracialharmony;themotivelargelyextendsfromtherecognitionofracismasbeing negativeandneedingtobecounteredinsomewayortheother.Theschemabelowillustratesthat notwithstandingsomeconsistencyinthehistoricalarticulationofraceandracism,antiracismon whichallantiracistmotivesandactionsrestisnotquiteasclearcut.Berger(2001)andAlexander (1987)raisedtheimportantadditionalconceptofracialism,whichisessentiallythepositiveaspect ofracethinking,andwhichIalsoillustrateintheschemabelow1.
1

Note:forthepurposesofthisgraphicillustrationonly,referencesareplacedinfootnotes.

RACE2
BasicDefinition:

group/individualsignifier identity ideology

HISTORICALMANIFESTATIONOFRACE3 INSOUTHAFRICASINCETHE17THCENTURY4

European,bantu(tribes) English,Dutch,bantu(tribes),Khoikhoi white,coloured,Indian,bantu(tribes) white,coloured,Indian,black(with languageethnicity) present:white,coloured,Indian,African (withlanguageethnicity)

School15
Naturalcharacteristicsreal, willalwaysexist,intrinsic qualities,biological.

School26
Historical/socialconstruct false,manmade, political.

Basicdefinitions:

RACISM7

differenceanddifferentiation
negative

involvesprejudiceand
discrimination

relatestobehaviourand
inequalityinsociety.
2 3

4 5 6 7

Sources:Berger2001:8789;Alexander1987(a):133136. Thisisopposedtothemoreserioushistoricaldevelopmentofraceandracism.WhatIsketchhereismerelyinmy opinionthedominantracialtermsusedasgroupidentifiersinSouthAfricaovertheyearsuntilpresent. Sources:Alexander1987(b):4445,47;Giliomee&Elphick1979:360,384386. Berger2001:8687. Berger2001:8788. Groenewald2004:29;SAHRC2000:56;VanDijk1991:27.

School18
Ideology/discourse resultingfromandaimed atbuildingormaintaining socialinequalityand powerrelations.

School29
Politicalimperative oftheeconomic elite

RACIALISM
Basicdefinition:differencebased onracialidentitybutwithout differentiation.

School110
Positive,valuefree, neutral,equal opportunity,multiracial.

School211
Negative,valueladen, perpetuatesracism,non racial.

Struggle&Oppression

Struggle&Oppression

School1
12

School213
Racialisedoppression,hencea nonracialstruggleagainst politicalandeconomic hegemony.

Racistoppression,hence amultiracialstruggle againstracism/ apartheid.

8 9 10 11 12 13

SteenveldinBerger2001:79. Alexander1987(b):41. Berger2001:80,86,87. Alexander1987(b):4546. Alexander1987(b):4546. Alexander1987(b):41,50.

Giventhisschema,thenotionofantiracismhasbeenappropriatedindifferentways.Whereasfor School1itisthestruggleitself,forSchool2itisbutacriticalelementofamuchbroaderstruggle. Theproblemis,whileSchool2anditssubsequentroutethroughtheschemaexistswithina principledenclave[theclassbasedstruggle],School1hasnotbeenaversetoselectivelyborrowing fromthelanguageandtheoryoftheformer,hencecloudingtheverydiscourseofantiracism.The confusionarisingfromthisisthefailuretodistinguishbetweenantiracismasacriticalelementofa nonracialidentity,andantiracismasameanstonormalizeracialidentities.Inthecaseofthe former,antiracismbecomesideologyinitsownright(Alexander,1987(b):4546),whileinthecase ofthelatter[School1],itisassumedtobeideologybutisnomorethanpoliticalcorrectness. Intheaftermathof1994,thepositionofSchool2intheaboveschemahasbeenvirtuallyrelegated tothefringe.Thedominantdiscourseisoneofracialharmonyandnormalizingtheracialidentities: white,coloured,IndianandAfrican(Berger2001:88).Itisnottheplaceofthisessaytospeculate onwhythisdiscoursetriumphedovertheother,Imerelystateitasfact.Itiswithinthismurky terrainthattheissueofracisminthemediafindsitself. Racisminthemediatheoriesanddevices Atthesimplestlevel,theintersectionofraceandthemediarevolvesaroundthemediasperceived roleinprovidingthesocialcementandthenervoussystem(McQuail,2002:4)ofamasssociety toensurethatthissocietyfunctionsnormally.Thebasicnormativearticulationofthemedia.At thislevel,theconcerniswhatmessagethemediaissendingoutaboutrace(VanDijk,1991:6).The concerniswithcontent:textandimages.Thetwoimportantkeywordshereare:

StereotypeOversimplifieddefinitionsorperceptionsoftheidentityornatureofother groups,whichisinevitablydistortedalthoughnotalwaysnegative(Grossberg,Wartella &Whitney,1998:221;Lule1997:379;Watson&Hill1996:182). FramingThepatternofdiscoursethatemergesfromthenewsasaresultofthe journalistsselectionofsources,textandvisualsinanewsreport(DeVreese,2005:52; Rhodes,2005:32).

Abasicanalysisthusofthemediacontentwouldseektoidentifyracialstereotypesand/orracist newsframing(Downing&Husband,2005:3237).Thenextstepanalysisfromthisisthediscourse analysis,lookingatthepatternoftellingandreasoningthatthetextbothfeedsfromandinto (Downing&Husband,2005:4344)Theaiminevitably,bywayofanantiracistagenda,wouldbeto teachthejournalisthowtobelessracist. Overtime,contentanalysiswithrespecttoracetookonthecomplicationsandnuancesthatcame withthegrowingtheoreticaldevelopmentsaroundtext,culture,semiotics,news,myth,meaningand cognition.Inotherwords,itsmorethanjuststereotypesandframingthatleadtoracistmessages andunderstandingsinthemedia.ThisisavastareaoftextualanalysisthatImerelymentionhere. Inevitablytheyremainlocatedwithinthesamestrandofenquiry,wheretheconcerniswiththe mediasmessage. Movingontothemorecomplicatedstructuralapproach,heretheintersectionbetweenraceandthe mediaisviewedatthelevelofideology(Ansell,2004:6;OMearainAlexander,1987(a):140).On theonehand,racialthinkingisconsideredracialideology(Ansell,2004:6),andontheother hand,thedifferentmediaareseenasimportantsitesfortheproduction,reproductionand

transformationofideologies(Hall,1990:8;VanDijk,1991:7).AssuchHall(1990:8)argues: Themediaconstructforusadefinitionofwhatraceis,whatmeaningthe imageryofracecarries,andwhattheproblemofraceisunderstoodtobe. Theyhelptoclassifyouttheworldintermsofthecategoriesofrace Inacknowledgingsuchanapproach,theemphasisshiftsfromtheactualmessagetothephysical institutionofthemediaandcantakeintoconsiderationaspectssuchas:

Thebreadthandscopeofthemediahowpervasiveisthemediainsociety; Theinstitutionalmechanismsandhierarchiesthateventuallyshapethecontent; Thepoliticaleconomy(Downing&Husband,2005:4951)theownership,commercial interestsandoutsidepoliticalintereststhatthemediahastoplacateorsecure;and Atitsmostcomplicatedlevel,thewaylanguageandcultureareemployedtocreatemeaning fromsocialevents(Watson&Hill,1996:183)/oritsantithesisandveryyoungareaoftheory, howthemanmademediasignsandsymbolsemployedinnarratingsocialeventsarecreating newmeaningforlanguage,cultureandidentity(Downing&Husband,2005:4143).

Throughthisapproach,thepatternsofracismareseenlessastheresultofindividualracistthinking, andmoretheproductofinstitutionalorculturalmechanismsembeddedwithinthemediaorbroader society. Finally,thereisthemediauser.Thestudyontheintersectionofraceandmediaatthispoint revolvesaroundthefundamentalquestionsofwhoisusingthemediaandhowtheygetmeaning fromit(Downing&Husband,2005:51).Itisansweredinmanywaysbythefirstenquiryofthe structuralapproachthatIlistabovewhoisthemediareachingandhow?InSouthAfrica,this becomesaverypertinentquestionwhenexploringracisminthemedia. ThemediaandracisminSouthAfrica Theresnogettingawayfromthefactthatracismistiedupwithidentitydifferenceand differentiation.InSouthAfrica,whilethedifferentiationcanfindaplethoraofmotivesandactions [i.e.whytheracistisracistanddidthat],thedifferencehasadistinctclass/economicpattern.In otherwords,racehasbeenperpetuatedoneconomicterms,whileclasshasbeenreproducedina racialfashion.TheintersectionofraceandclassinSouthAfricahasbeensowellarticulatedinso manystudiesovertheyears,thatIneednotrestateithere.ThethenDeputyPresidentThabo Mbekisnowfamoustwonationsspeechin1998wasthepublicclimaxofthisthesis(Ansell, 2004:45).Inithecharacterisedonenationaswhiteandrelativelyprosperouswithaccesstoa developedeconomic,physical,educational,communicationandotherinfrastructure(Mbeki quotedinAnsell,2004:4).Thesecondnationhedescribedasblackandpoorlivingunder conditionsofagrosslyunderdevelopedeconomic,physical,educational,communicationandother infrastructure(MbekiquotedinAnsell,2004:4). NotwithstandingthisracialcharacterisationofclassinSouthAfrica,Icontendthattheracistnature ofclass[i.e.theracismemanatingfrom:thepoor,theworkers,themiddleclass,thepoliticalelite, theindustrialistsandsoon]hasalteredsignificantlyinSouthAfricaoverthepastdecade.Thisis thediscoursesofidentitywhichWasserman(2005:78)alludesto. ThisarticlewillneitherexplorethisracismnorfurtheroutlinetheracialcharacterofclassinSouth

Africa.ImerelywishtoillustratethatwhenfactoringthemediaintotheissueofracisminSouth Africa,itcanonlytrulybemeaningful,andunavoidablyso,iftheclassandeconomicfactorsfeature clearly,moresosincethecommercialmediaitselfoperatesoneconomicterms:asacommoditythat mustbebought;asaplatformtoattractconsumers;orasavehicletoshapeorcreatecollective economicidentitiessuchasmarketsandaudiences. Soinotherwords,whenitcomestoraceandracisminthemediainSouthAfrica,contentanalysis onitsowncanbeanexerciseinobfuscationsinceitreducesthemediasroleintheperpetuationof racismtowhatisbeingsaid,withoutaskinghowandtowhomthiscontentisbeingdistributed.And whenthelatterproblemisposedinthecontextofhowracismisbeingperpetuated,awholehostof racistagentsmayyetbeidentified. TheemergenceoftabloidnewsinSouthAfricaisacaseinpoint:theracistprofilingofmedia marketsintabloids,leadingtoaracistarticulationofwhatisnewsandforwhom[withoutthe tellingofthenewsitselfnecessarilybeingracisttext],leadingtoracistunderstandingsofgroup interestsandimperatives,andthecreationofanincubationtrayforraciststereotypedperceptions ofselfandgroupidentity. AllunavoidableperhapsifonereflectsontheracistevolutionofclassinSouthAfrica.Butthe sinisterandtenaciousreproductionofracismrearsitsuglyheadwhencoupledtoeconomiclogic. Hence,ifracistmediamarketsmakeeconomicsense[forafew],thentheimaginationofracismwill havetobeprompted,encouraged,extendedanddefendedinordertopreserveandreplicatethese markets.Andsomebodysomewherehasgottomakesurethishappens.Nothingorganic, evolutionaryornaturalaboutthisatall,whichbringsmenowtotherecenthistoryofracismin mediadebatesinthecountry. PublicdebatesaroundracisminSouthAfricanmediasincethelate1990s Between199697,theTruthandReconciliationCommission(TRC)convenedhearingsintotherole ofthemediaduringapartheid.Whilethesehearingswerelessaboutracismperse,andmoreabout theinstitutionalsupportforapartheidthatwasfoundinthemedia,theysettheballrollingwith respecttogreaterscrutinyofthemedia(DeBeer&Fouche,177188). InmyopiniontheopeningsalvointhedebatearoundracismoccurredinDecember1997when thenPresidentNelsonMandela,inhisfinaladdressatthe50thanniversaryconferenceofthe AfricanNationalCongress(ANC),describedthemedia,alongwithseveralotherinstitutionsasa threattoSouthAfricasdemocratictransformationanddevelopment(FXIUpdate,1998:6). In1998,TheBlackLawyersAssociation(BLA)andtheAssociationofBlackAccountants(ABA) lodgedacomplaintofsubliminalracismagainstTheSundayTimesandtheMail&Guardianwith theSouthAfricanHumanRightsCommission[SAHRC](SAHRC,2000:710). Thisresultedinthelengthyreport,Faultlines:InquiryintoRacismintheMedia,aswellasavery publicprocessinwhichthemediaenmassewereobligedtotestifyatspeciallyconvenedhearings, whilethepublicenmassewereinvitedtomakebothwrittenandoralsubmissions(SAHRC,1999; SAHRC,2000). TheSAHRCprocessalsoinvolvedthecommissioningofbaselineresearcharoundmediaand racism.ThetwodocumentsemergingfromthiswereClaudiaBraude's(1999)textualdiscourse analysisresearchreportentitledCulturalBloodstains:TowardsUnderstandingtheLegacyof

ApartheidandthePerpetuationofRacialStereotypesintheContemporarySouthAfricanMedia. TheotherdocumentwasanempiricaldiscourseanalysisreportfromtheMediaMonitoringProject (MMP,1999)entitled,TheNewsinBlackandWhite:AnInvestigationIntoRacialStereotypingin theMedia. AmongBraude'sfindingswasthatthereclearlyexistedcontinuitiesbetweenexplicitlyracebased whitesupremacistnarrativesofSouthAfricaintransitionandcoverageinmainstreamnewspapers aboutprominentpoliticalevents(Braude1999:142).Thesenarrativesincludedthestereotypical perceptionthatallblackpoliticiansarecorruptandpowerhungryandsuggestionsthatthe politicaltransformationthatincreasinglyseesblacksinpositionsofauthorityresultsinthe reductionofstandardsandperformance(Braude,1999:134). TheMMP'sreportinvolvedananalysisofracistpropositionalframesinthecoverageofselected mainstreamnewspapers,televisionnewsbulletinsandradionewsbulletinsoverasixweekperiod (MMP,1999:9).Ofthe14racistpropositionsthatweremonitored,fourreceivedover60%support inmainstreamcoverage.Thesewere:blacksarecriminals,blacksareirrational,peopleact accordingtotheirethnicidentityand,blacklivesareunimportant(MPP,1999:16).Therewas over50%supportforthreeotherpropositions,viz:allwhitesareracist,blackforeignersthreaten SouthAfricansocietyand,blacksareincompetentandincapable(MMP,1999:16).Amongits conclusionswasthatstereotypicalrepresentationsofracewerestillcommoninthemedia(MMP, 1999:57).Thereportwentontostatethat(MMP,1999:57): Themonitoringandanalysishavesuggestedthattheconventional notionsofnews,ofAfricaandthelegacyofapartheideraideologiesand discoursesallfunctionedtoproducesomeharmfulportrayalsofboth blackandwhitepeople. Boththesereportswereextensivelycritiquedfromatechnical/methodologicalandtheoreticallevel, andtherewashardlyanymuchsupportforthefindingsandrecommendationscontainedinthem (SeeGlaser,2000;Jacobs,2000;Tomaselli,2000;Berger2001;Berger2002). In2003,thenpresidentThaboMbekicontinuedthedebateinthepublicspherebypointingan accusatoryfingerofracismtowardsthemedia.Themostsignificantoftheseeventswere: PresidentThaboMbekisaddresstotheSouthAfricanNationalEditorsForumin2003,in whichheputforwardthenotionofreportingAfricatotheAfricansandemphasisedthe necessityforanativeopinionamongstAfricanjournalists(Wasserman,2005:7879);and MbekisLetterfromthePresidentinANCTodayentitled,Ourcountryneedsfacts,not groundlessallegations,inwhichhereferredto,amongothers,theraciststereotypesthat arepartofourdailymenuofinformationandperception(Wasserman,2005:80). TheSAHRCinquiryof19982000wasnodoubtaseminaleventthatdidntsomuchshakethe foundationofthemediaindustry,asitshooktheconsciousnessofthoseintimatelyconnectedtoit eitheraspractitioners,sympathizersorcommunicationscholars. Thepostmortemofthisinquiryanditsreportisexhaustive(SeeGlaser,2000;Jacobs,2000; Tomaselli2000;Berger2001;Berger2002),andunnecessaryformetorecounthereagainasI proceedtosketchthecurrentstateofaffairswithrespecttoracismandthemediainSouthAfrica. RacismintheMedia:aCurrentSnapshot

In2006,eightyearsafterfirstbeingcommissionedbytheSAHRCtoconductbaselineresearchinto racisminSouthAfricasmedia,theMediaMonitoringProject(MMP)releasedareport,Revealing Race:anAnalysisoftheCoverageofRaceandXenophobiaintheSouthAfricanPrint Media(Mtwana&Bird,2006). InFebruary2008,theForumofBlackJournalists(FBJ)wasrelaunchedinJohannesburgamidan outcrywhenwhitejournalistswerebannedfromtheeventthatalsofeaturedanofftherecord briefingwithAfricanNationalCongresspresidentJacobZuma(News24,2008a&b). Thesetwoeventsservedtokeepthedebatealivearoundracisminmedia.However,theyalso underscoredtwoformidablebulwarkswhichIcontendhampercriticaldebateandinvestigationsinto racismandthemedia.InadecadeofvigorousdebateonracisminSouthAfrica,withthecritical rootsandarticulationofthisdebateunmatchedindominantglobaldiscourseonrace,twobulwarks remain: A. Thecompleteabsenceofapoliticalwilland/orconsciousnesstoaddressthevery validityofracethinkinginthecountry;and B. Adominantapproachofexploringthemediaaspotentiallybeingplatformsforracismto thecompleteexclusionofexploringwhethertheymaynotberacistentitiesinandof theirown. Inmyopinion,thesebulwarksstandatthestalemateofthedebateonracisminmedia.Iexplore optionsofgettingoverthesebulwarksinthediscussionsectionbelow.Needlesstosay,therewere numerousotherracisteventsthathadoccurredinSouthAfricaoverthepastfewyearsandwhich ledtodebatesaroundtheroleofthemedia[notleastofallthexenophobicviolenceinthecountry inMayJune2008],butthetwoImentionabovearethemostlocalisedtothemediaindustry. TheMMPsexercisein2006,wasthefirstcomprehensivefollowuptotheirinitialexercise commissionedbytheSAHRCin1999.Theexercisereplicatedthemodelitusedin1999:empirical discourseanalysis,identifyingstereotypesandpropositionalframing(Mtwana&Bird,2006:923). Somesignificantshiftsinmediacoverageemergedfromthisstudy,includingthefindingthatthe mediaweretryingtoaddressandencouragedebatearoundissuesofraceandxenophobiaevidenced throughthelargenumberoffeatureandopinionarticlesthatweremonitoredinthestudy(Mtwana &Bird,2006:39). Nevertheless,therewasseriousevidenceofrisingxenophobiaincertainmediacoveragewith significantsupportforxenophobicpropositionssuchas,foreignersareaburdentothestate, foreignersarecriminalsand,foreignersstealjobs(Mtwana&Bird,2006:32).Overall,thetop threepropositionsthatemergedasdominantintheallthemonitoredarticleswere;allwhitesare racists,Africansarevictimsandraceistheprimaryexplanation(Mtwana&Bird,2006:32). Thelatterpropositionemergedinreportsonincidentswheretheraceofboththeperpetratorand victimwererepresentedastheprimaryexplanationastowhytheincidentsareracist,withnoother explanationfortheassumptionofracismwithintheincident(Mtwana&Bird,2006,32). Ibelieveitissafetosayatthisdistancefromeventsthatthehighlytechnicalcritiquesofthis methodologyin1999weresufficientlytaintedbythepoliticizednatureoftheeventitself[i.e.the SAHRChearingsandreport](Berger,2002:259),toallowfortheMMPslatestfindingstobe accordedgreaterrespect.Whilethisarticledoesnotdealindetailwiththespecificfindings,it remainstobesaidthatwhilethemethodologystilldoesnotshiftusfromtheemphasisoncontent analysis,thefindingsmaywellbealedgewecanleanupontoseebeyondthebulwarksstaringusin

theface.Idiscussthisfurtherbelow. TherelaunchoftheFBJandthedebaclearoundtheeventitself,illustratethetenacityofrace thinkingandthemurkywatersofantiracismthatmediaworkersstillswimin(Harvey,2008;Jeena, 2008).Whoisblackandwhoiswhite?Whatisthemotivebehindtheracialisedgroupingofblack interests?Isitreactiveinthatitisrespondingtoexistingindustryracism,orproactivewithaviewto tacklingandindeedweedingoutracismfromtheindustry(Mamela,2008a;Oppelt,2008)?Isitin effectfundamentallyracistaimedatscopingoutanenclaveforracistgroupdiscourseandinterests inthemediaindustry(Smith;2008;Mamela,2008b)?Irrespectiveoftheanswers,thefactremains thatthereemergenceoftheFBJhasraisedthebararoundissuesofraceinthemediaandinno uncertaintermsexposedtheindustry'slackofimmunityagainstraceissuesandracethinking withinitsranks. Discussion:Gettingoverthebulwarksofraceinthemedia 1. Thecriticaldiscoursearoundracethinking TheheateddebatesstemmingfromtheSAHRCeventsattheturnofthecenturyhasinmyopinion whittleddowntotwocriticalstreams:(1)newracismand(2)identitydiscourse. Thefirststream,asarticulatedinAmericabyLule(1997:376398)andinSouthAfricabyAnsell (2004:22),seesarepulsive,covertmanifestationofracismreproductioninthemedia.Todatethis discoursehaslargelybeenusedtocritiquetheemphasisonstereotypesandframing.Assuchit providesafoundationfortackling[B]aboveandwhichIcometolater.Bergerhasconsistently cometothepointofconfronting[A](SeeBerger2001&2002),butunfortunatelyfailstomakeitan actualproposition.Myonlyguessisthatitisbecauseofthebulwarkitself,whichrestsonthe fundamentalquestionIdiscussinmyconclusion. Thesecondstreamidentitydiscoursehaswithinitthekerneltotackle[A]above,buttodatehas largelybeenusedtoframethedebateitself(Wasserman,2005:78).Indoingsoithasprovided neitheranescaperoutefromthequagmireofracethinking,noravigourtotackleracism reproductioninthemediaitself. Asimplisticexplanation:bycallingthemediaracistyourevealyourownperceptionofidentity throughhowandwhenyouconsiderthissaididentitytohavebeenimpaired.Thisperceptionand thepointatwhichyouconsiderittobeimpaired,isanephemeralmannequinofclassand nationalism(Wasserman,2005:82)andhencetheverydebateandaccusationsofracisminthe mediacanbeseenasmerelyreflectingthesemomentaryboutsofparanoia. Thisdiscoursehasthedangeroftalkingtheissuedead,andnodoubtneedstoextricateitselfclearly fromthemurkyterrainofantiracismwhichIoutlineatthetopofthisessay.Neverthelessthis streamholdsthevitalconceptualtoolstonotonlytackle(A)headon,bywayofacknowledgingthe criticalvariablesatplayintheconstructionofraceandidentity,butalsotheroutethroughwhichto examinetheotherpertinentissueImentionedearlier,viz.theshiftintheclassnatureofracismin SouthAfrica[seepage5inthisessay]. Thislatterissueisparticularlypertinentinthecontextofamediafocus.Byexploringtheclass natureofracismthroughacriticalparadigmontheonehand,andthenholdingituptoempirical informationsuchasthatoftheMPP,onemaybeabletodiscernthelimitsofmediainfluence.In otherwords,givenwhatisknownaboutthestereotypicalrepresentationandframingofraceinthe

SouthAfricanmedia,andgiventhecriticalvariablesatplayintheimaginationofracism,which partsarebeingmanufacturedbythemediaandwhichpartsaremerelybeingexacerbated? 2. Racisminthemediawhereisitlocated? Aspointedoutearlier,theemphasistodatehasbeenonthetextualcontentofthemediathatfailsto takecognizanceofthemediaasentity.ThisislinkedtotheotherpointImentionedearlier:thefact thatthelandscapeofmediapresenceinSouthAfricahaschangedsignificantlysincetheturnofthis century.Thisisnottosaythatthediscourseofracisminmediacontentshouldntbeexamined consistently,butitishightimethatthemassmediaentitiesinSouthAfricaarecriticallyappraised oftheirstructuralroleintheperpetuationofracisminSouthAfrica. Hereisbothapandorasboxandacanofworms.Inleadingtoconclusion,Ibrieflysketchmy speculationonthenatureof(B)aboveasaformidablebulwarkinthedebateandinvestigationsinto racisminthemediainSouthAfrica. ThestructuralarticulationandinvestigationintotheSouthAfricanmediahasalongtradition.The CulturalandMediaStudiesDepartmentattheUniversityofNatalhassincethelate1980s,under theleadershipofDrKeyanTomaselli,beenattheforefrontofanalysisintothepoliticaleconomyof theSouthAfricanmedia. However,thenatureofmediaconglomerateexpansioninSouthAfricaoverthepastsevenyears begsforanupdatedstructuralexamination.Mycasualobservationisthatwhilethemediamarkets haveexpandedphenomenallywiththelaunchingofnumeroustabloidpapersreachinginexcessof 100000readersperday,thestructuraledificeofownershipandcontrolhasnotchanged significantlyoverthesameperiod,sincenoneofthesetabloidsareindependenttitles.Thepolitical economyofthemediamaythusbeasterilepoint,implyingthattheotherconsiderationsin structuralmediaanalysisshouldbeapproachedwithgreatervigour[seepg5inthisessay].Muchof theempiricalinformation(sizeandscope;organizationalmakeup;contentanddiscourse)neededin thegroundworkforsuchananalysisismostlikelytherealready. Inthecontextofracismanditsreproduction,thisanalysisneedstobefusedwith:identitydiscourse onrace;receptionanalysis(mediausers)and;understandingsofnewracism.Thestumblingblock toitsexecutionmaybeafearedconsequenceofcastingculpabilityuniversallyacrossthemedia, notonlyasindividualentities,butwithintheorganizationitself. Soforinstance,theovertracialisedprofilingofmarketsandaudiencesinthetabloidpressmay alsoholdtrueforthepositioningofthepublicbroadcastersTVchannelsSABC1,SABC2and SABC3.Therampantcommercializationandcorporatizationofthemediaindustry,includingthe publicbroadcaster,meanstheracistarticulationandreproductionofthisprofilingandpositioning maywellbelocatedacrosstheboardincluding,marketingexecutives,advertisingexecutivesand editorialexecutives. Thenotionofsuchuniversalculpability,evenifitinvolvesracism,isanassaultonthenormative understandingofthemediasroleinademocracyandisthelocationfromwhichtheforcesof reactioninevitablystrike.Thisnowbringsmetomyconcludingremarksonthefundamental questionofmotiveintacklingracisminthemedia. Conclusion

Whybenonracist?Whatdoestherejectionofracethinkingentailforusasanation?Howisit possible?Thesearedeeplyconscientiousquestionsthatcuttotheveryboneofthematter:what givesracethinkingitscurrencyinSouthAfrica? Forashortterm/fasttrackprocessofeconomicrestitution[i.e.affirmativeactionandblack economicempowerment],racethinkinghasbeenvigorouslymaintainedinthepublicservice,and legallyobligatoryfortheprivatesectortoo.Theconsequentracismandtenaciouscommonsense ofmultiracialismthushasadirectlinkwiththeemergingpoliticalandeconomicelitesandthe comfortzoneand/oreconomiccurrencythatracethinkingprovidesatthislevel.Nevertheless, racismismuchmorepervasivethanjustatthelevelofelites,andatatechnicaltheoreticallevel, thesequestionsareintherealmofideologyandidentityconstruction. However,bydiligentlyclarifyingthesequestionswemaywellpassthefinalobstaclesinthecritical pathtowardsanupdatedappraisaloftheproductionandreproductionofracisminSouthAfrican media.Byfailingtoaddressthesefundamentalquestionsupfront,thewholeissueofracisminthe media,andtheantiracistmotivefordealingwithit,continuestobebefuddled,whichissomething wecannolongerafford.Byinsistingondealingwithit,Ihopetopushtheenvelopeoftherespected scholarswhohavecometothepointofmappingouttheconceptualtoolsforrejectingracethinking, butthenlackthemomentumtoproposeitasaprincipleofsocialpractice. REFERENCES:
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