The influence of technology and the rise of social media is leaving an indelible mark on the journalism landscape, shifting South African audiences from passive consumers to active participants in the news cycle.
Deputy Minister in the Presidency Kenny Morolong said on Wednesday that audiences are developing new “news habits” that are changing the role of journalists and media institutions.
“Everything we know about our world is because of journalism,” Morolong said.
Speaking at the Media Development and Diversity Agency (MDDA) Funders Breakfast in Johannesburg's Hyde Park, Morolong said technology, smart phones and faster internet – coupled with the rise of multinational social media platforms – drive audiences away from local content and reduce revenue streams for news organisations.
“Audiences are also increasingly involved in sharing and commenting, curating media, or enhancing the media they share in other ways,” he said.
He warned that digital news consumption, particularly through mobile phones and social media, was fragmenting audiences, undermining traditional income sources.
Printed newspapers – from community titles to established publications – are closing or downsizing at a rapid rate, while community publishers are increasingly struggling to survive.
Morolong said, “Although South African news organizations are developing some new business models and income streams that can sustain independent news journalism into the future, this is not happening fast enough or on enough platforms to prevent a potential decline in media diversity despite the potential of the mobile internet.”
Amid these challenges, Morolong acknowledged the role of funders and partners in keeping community media alive.
“… (let me elaborate) On behalf of the Government, I express my deep appreciation for your important role in building a vibrant and sustainable community media landscape.
“Today, we recognize your unwavering commitment and acknowledge the important role you, our funders and partners play in advancing media growth and diversity in our nation.”
He emphasized that while MDDA often measures its success through the number of community stations supported, voices amplified and reach achieved, the true foundation of that impact rests in partnerships.
“Behind all those measures is a simple truth – none of them would be possible without partnership,” he said.
The MDDA is a South African statutory body established in 2003 (Act No. 14 of 2002) to promote media development and diversity. It provides grants, training and research support to community and small commercial media, fostering a vibrant, innovative, sustainable and people-centred sector, particularly in historically disadvantaged communities.
Time is changing
Morolong highlighted the financial stress facing the community media sector, noting that the MDDA is dependent on limited public funds, which must be spread among multiple beneficiaries.
As a result, many community media outlets operate on thin margins, struggling with high operating costs that often lead to unsustainability, especially for smaller projects that struggle to meet regulatory requirements such as audited financial statements.
Morolong said 30% funding for community media is now government policy.
“These community radio stations, television broadcasters and print publications exist because of the ecosystem we have collectively created.
“They provide a forum for diverse viewpoints, echo the voices of the citizens they serve and facilitate the fundamental right to freedom of expression.”
He emphasized that community media play a direct role in strengthening democracy by improving access to information and contributing to better social and economic conditions.
With the first community station licensed in February 1995, the sector has grown into a powerful platform reflecting the diversity of South Africa.
Today, the stations broadcast in several indigenous languages, including Nama and Khilobedu, ensuring that stories are told in the languages that resonate most with communities.
Together, they reach an estimated four million listeners across all nine provinces, serving as an important bridge for both information and culture.
Morolong said the resilience of the sector is supported by key industry bodies such as the National Community Radio Forum, the National Association of Broadcasters and the South African Community Radio Organisation, which continue to guide its development.
Launching the event, MDDA representative Kondile Khedama underlined the importance of collaboration and told delegates that the agency's progress lies in strong stakeholder relationships.
He said, “Without interactions with you, MDDA would not have been where it is today. Our interactions with you show that you are one of the important stakeholders.”
Khedama called for robust discussion and visionary plans to ensure the sustainability of community media while emphasizing its important role in local development.
Addressing the gathering, the Acting Deputy Director General for Content Processing and Dissemination at the Government Communication and Information System (GCIS), Sandile Nene, acknowledged the support of stakeholders and reiterated the government's financial commitment through the 30 per cent grant.
Nene reminded delegates that South Africa operates within a three-tier broadcasting system and that the MDDA was established as a statutory body to promote media development and diversity.
The MDDA Funders Breakfast brought together representatives from community radio stations, newspapers and government, creating a forum not only for reflection, but for charting a way forward. – sanews.gov.za