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Folly Beach Library
9 a.m. - 5:30 p.m.
Phone: (843) 588-2001
Edgar Allan Poe/Sullivan's Island Library
Closed for renovations
Phone: (843) 883-3914
West Ashley Library
9 a.m. - 7 p.m.
Phone: (843) 766-6635
Wando Mount Pleasant Library
9 a.m. - 8 p.m.
Phone: (843) 805-6888
Village Library
9 a.m. - 6 p.m.
Phone: (843) 884-9741
St. Paul's/Hollywood Library
9 a.m. - 8 p.m.
Phone: (843) 889-3300
Otranto Road Library
9 a.m. - 8 p.m.
Phone: (843) 572-4094
Mt. Pleasant Library
9 a.m. - 8 p.m.
Phone: (843) 849-6161
McClellanville Library
9 a.m. - 6 p.m.
Phone: (843) 887-3699
Keith Summey North Charleston Library
9 a.m. - 8 p.m.
Phone: (843) 744-2489
John's Island Library
9 a.m. - 8 p.m.
Phone: (843) 559-1945
Hurd/St. Andrews Library
9 a.m. - 8 p.m.
Phone: (843) 766-2546
Miss Jane's Building (Edisto Library Temporary Location)
9 a.m. - 4 p.m.
Phone: (843) 869-2355
Dorchester Road Library
9 a.m. - 8 p.m.
Phone: (843) 552-6466
John L. Dart Library
9 a.m. - 7 p.m.
Phone: (843) 722-7550
Baxter-Patrick James Island
9 a.m. - 8 p.m.
Phone: (843) 795-6679
Main Library
9 a.m. - 8 p.m.
Phone: (843) 805-6930
Bees Ferry West Ashley Library
9 a.m. - 8 p.m.
Phone: (843) 805-6892
Mobile Library
9 a.m. - 5 p.m.
Phone: (843) 805-6909
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Media Broadcasters as Agents of Participatory Communication through Audience Involvement: MultiChoice's Strategies.
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- Author(s): Abiolu, Rhoda1; Teer-Tomaselli, Ruth1
- Source:
Critical Arts: A South-North Journal of Cultural & Media Studies. Oct-Dec2018, Vol. 32 Issue 5/6, p1-16. 16p. 1 Graph. - Source:
- Additional Information
- Subject Terms:
- Abstract: Transnational media broadcasters, including MultiChoice, cater to global (or continental) audiences, but have primary obligations to local domains in their country of origin. This study explores MultiChoice's approach to both its South African and pan-African audiences. We proffer concrete examples of the media as vehicles of inclusive and participatory communication, with a focus on audience involvement strategies, premised on the notion that broadcasters must tailor their programmes to suit the viewing needs of their audiences. The research draws on the political economy of communication, the circuit of culture, and cultural proximity. The qualitative study utilises descriptive data gathered from existing sources. The findings indicate that MultiChoice is involved in the advancement of the South African media industry through local content programming, aided by audience-specific channel distributions and social media involvement. The availability of these local channels satisfies the need for cultural proximity, showcasing local and relatable media content. Efforts by MultiChoice to include "previously disadvantaged groups", as stipulated in the government's black economic empowerment (BEE) policy, are examined. In conclusion, media can promote people-centered communication, allowing local audiences to make their opinions about societal issues known and thus participate in dialogic communication. [ABSTRACT FROM AUTHOR]
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