THE RESEARCH DESIGN AND APPROACH

In finding answers for the above mentioned research questions and identified issues and thus attempt to achieve the objectives of the study, the researcher will use the investigative and exploratory approaches to gain findings for the study. The research will explore the influences and effects of mass media on the native Nguni cultures (Xhosa, Zulu and Ndebele). The qualitative method will be used to explore the impact of mass media on the traditional practices of the Nguni tribes, behavioural patterns and culture. The data will be collected through records, interviews, observations and content analysis relating in a South African context. The author has chosen the qualitative nature of research to gain better understanding of the research problem. The qualitative research approach is found suitable because of its ontological stance and its position to accept multiple realities through the study of a small number of cases. This assists the researcher to develop an understanding of mass media effects and modern culture.

Du Plooy (2009:86) states that a qualitative research design is appropriate when a researcher aims to examine the values, experiences, needs, behavioural patterns and gaining a rich detailed understanding on an issue. One of the objectives of the study is to investigate how mass media has shaped the values and personal realities of the viewers, this design thus becomes an applicable method. Unlike quantitative that aims to achieve a quantifiable analysis.

The term research design refers to and encompasses decisions about how the research is conceptualized and the overall strategies integrated by the researcher to ensure that the research problem is addressed. It provides insight about how to conduct research by using a particular methodology. There are two types of research designs, quantitative and qualitative. According to Du Plooy (2009:86) a qualitative research design is appropriate when the research’s goal is to examine values, experiences, needs, behavioural patterns and gaining a rich detailed understanding of an issue. The qualitative approach, known as interpretivist, argues that human experience, which is the object of behavioural research, cannot be separated from the person who is experiencing it (Welman et al., 2005). A qualitative research approach, according to Kumar (2005:104) involves exploring, explaining and clarifying situations and experiences, hence the interview data collection method has been employed in the study, aimed to ask participants to how mass media has shaped their value, attitudes and mirror reflection images. The characteristics of a qualitative research design include inductive reasoning. Inductive reasoning according to Du Plooy (2009:86) is taking a sample from your research evidence to form a general conclusion or assumption, this means that the research conclusion is an assumption and not certain because it might not be the actual or true finding of the matter. It intends to prove only probable support to the conclusion. Inductive reasoning is applicable to the research because the researcher will use a sample to investigate the influence of mass media on the selected cultural groups, and thus draw up a conclusion based on the findings of the sample.

AIM AND OBJECTIVES OF THE STUDY 💡

Aim of the study

The aim of the study is to provide descriptive data on the influence of mass media on the traditions of the Nguni tribes.

 Research objectives 

• To analysis how many people within the Nguni culture have knowledge of their traditions.
• To identify the negative effects of mass media on the Nguni culture.
• To examine the extent in which mass media can cultivate an individual’s cultural identity.
• To establish how mass media can be used to reinforce the practice of native culture and traditions. 
• To identify the portrayals of Nguni traditions in the media

Research questions  ??????????

Assumptions

•  Mass media content in South Africa is dominated by the Western culture.
• Mass media platforms have negative portrayals of South African Cultures and traditions, specifically the Nguni tribes.
•             Young people in South Africa have lost the value of their cultures and traditions.
    ·     Mass media influence shapes a person’s reality.
•    Mass media is a powerful tool used by Western countries to promote cultural hegemony.
  ·        Mass media shapes its audience’s opinion and worldview.

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Research questions

•     How many young people have knowledge of their traditions and culture?
•     Does mass media have any representation of Nguni traditions?
•     How has mass media shaped individual values, attitudes and personality           development?
•   What are the portrays of the Nguni cultures in mass media?
•   Does the impact of mass media influence the general perception of Nguni tribes?
•    What has been the influence of media with in Nguni communities?

Literature review

Theorists in the modern society argue that media consumers are no longer victims of media, but use mass media platforms for their own benefit, i.e. newspapers to stay informed of  current events and what is going on around the globe or for entertainment gratification. People may disagree on the effects of mass media, but it is evident on the way human begins are relying on mass media for business interactions, education and entertainment purposes that media does have effects. Furthermore Baran (2012:355) argues that if mass media was considered to have limited effects organisations would not spend billions of Rands to place their messages on the platforms to reach their stakeholders. In addition he states that mass media  effects are also evident in its ability to drive of ideologies such as globalisation which have made the world a global village. 

However concerns of the negative effects of mass media have been an on going debate. scholars, argue that mass media is used by former colonist to promote western ideologies in third world countries. McQuail argues that although most third world countries are viewed as democratic states and gained their liberation they are still mostly depend on imperial countries for most supplies, and are still dominated by mass media to adopted their values and cultures. He points out multiple dependency in the flow of communication from more to less developed countries, he argues that western countries set an agenda on what content will be viewed as important and what information to omit (agenda setting), and the portrayals of African cultures and traditions in the media. The dependency theory argues that the leak of technological infrastructure development in developing countries, restricts them to access international communication to its full potential and thus they have no influence of how their traditions and ways of life are viewed. The theory also argues that developing countries have unique structures of their own and that ideologies such as the modernisation theory aims to introduce foreign business and cripple third world countries economies, leading to continuous dependence for wealth, technological advancement infrastructure, media content goods etc; feeding developed nations (Bornman and Madikiza 2007:24). 

Local cultures everywhere are said to be under siege by mass culture setting an agenda to influence individuals with the western culture also known as westernisation. Westernisation is defined as the influence, transmission and reception of European ideas. This is a result of small nation airwaves being flooded with United States (US) produced content. Global companies shape the perception of ordinary citizens pushing the agenda of western ideals and capitalism. Scholars such as Eric Louw (2004) argue that the dominance of western customs in South African media content has led to the decrease of African traditions. Mckay’s research supports Louw’s studies, Mackay states that the "digital colonisation" of African countries and the popularisation of western culture practices has led to cultural customs of African people becoming foreign and their lifestyle changing to that of their oppressors (Mckay 2009: 706-707).

Scott (2007:10-11) claims that the African heritage is endangered due dominance outside cultures on mass media platforms. Scott (2009:11-12) further highlights how the western culture is viewed to be in the frontline of civilisation and African ways cultural practices as primitive and barbaric. Crystal (2003:23) chains Scott’s ideologies and adds that the western life style to developing countries has led to the decline of core values of African cultures. An example this challenge is the nation loss of home language practice. It is argued that language plays a vital role in affirming the identity of African ethnicity groups.

The evidence of the above scholars identifies the need for the blogger to research the influence of mass media on the Nguni tribes of South Africa .The Study will be significant in showing the positive and the negative influences of mass media and contribute to existing research on the influences of media on South African Cultures. 

SOURCES  CONSULTED

Baran, S.J. 2012. Introduction to Mass Communication: Media Literacy and Culture. 7th edition. New York: McGraw-Hill.

Bornman,E & Madikiza,L. 2007. International communication: shifting paradigms, theories and foci of interest. Vol.33(2), pp.11-44

Lesame,Z. Mbatha, B.& Sindane,S.(ed). 2012. NEW MEDIA IN THE INFORMATION SOCIETY. Pretoria: Van Schaik Publishers

Mckay, J.P. Hill,B.D. Buckler,J. Ebrey,P.B. Beck,R.B. Crowston, H.C. Wiesner-Hanks,M.E. 2009. A HISTROY OF WORLD SOCIETIES: VOLUME C From 1775 to the Present. 8th edition. United States of America: BEDFORD/ST.MARTIN’S.

McQuail, D. 2010. McQuail’s mass communication theory. 6th edition. London: Sage.

Research problem

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According to Baran mass communication is a process of imparting messages and thus creating meaning between mass media and its audiences (2012:6). This blog aims to investigate the influence of mass communication on indigenous cultures and the traditions of the Nguni tribes. According to Baran (2012:366-369) mass communication effects were identified in the early 1800s during world wars, mass communication was used to manipulate and promote political propaganda and agendas. Scholars thus explored the degree of mass media effects and their research presented as mass media theories. Media effects refers to the negative and positive influence and uses of mass media by individuals, mass media is described by Baran as mass communication platforms such: film, television, radio, newspapers, books, magazines, websites, video games, and music. 

Countries such as South Africa are known to be post-colonial states, but critics argue that the term is a myth and that former colonialists still dominate in third world countries through mass communication platforms, and that their influence is siege on the growth of African native cultures. The South African film industry is identified as one of the oldest internationally; and officially it commenced in 1986 (Botha 2007:20) and has been growing since. Although the South African Film industry is dated far back in history it is criticized to leak diversity and is identified to have  little room for indigenous languages and culture. The concerns also included the physiological effects of attitude and behaviour patterns, leading to cultural hegemony.  Culture is defined by Baran Researchers debate that local are under siege by mass culture setting an agenda to influence individuals with the western culture also known as westernization.  The heritage of the Nguni tribes is argued the blogger to be endangered due to the negative portrayals these cultures on television and the dominance of English among young people, resulting in the loss of their mouth tongues. 

SOURCES CONSULTED

Baran, S.J. 2012. Introduction to Mass Communication: Media Literacy and Culture. 7th edition. New York: McGraw-Hill.

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