Title: The preference of tabloid sensation in newspaper content by newspaper audiences in South Africa.
1.METHODOLOGY
In order for this research study to obtain rich content that is in-depth, a qualitative research methodology will be employed to drive the research process. It will be accompanied by the following methods: Semi-structured in-depth interviews, and focus groups. These a methods that are associated with the grounded theory approach to qualitative research, which will be employed; which Dawson (2006: 19) defines as: “ the generation of theory which is grounded in the data – this means that it emerged from the data”. The above methodology and methods have been chosen with the purpose of being able to achieve the following goals: to get in-depth knowledge, attitudes as well as motivations into why the research participants choose Daily Sun over other types of newspapers. This will enable the study to answer the research question - which is to study the preference of sensational tabloid newspaper content by the readers of South African newspapers, with a specific focus on Daily Sun.
The objective of this research study can also be achieved through the employment of other methodologies, including the Quantitative method which draws it research findings and results from numerical data e.g. statistics. Quantitative methodology can be appropriate in this study if the intention was to obtain the number of newspaper readers who read the Daily Sun, or if the intention was to obtain statistical information which includes e.g how many readers per racial group read daily sun. However, for this research study, it will not enable the research to obtain the explanations of the reasons why some South African newspaper readers prefer tabloid sensation with a focus on Daily Sun newspaper. In choosing the qualitative approach, the research can delve much deeper into an exploration process and then later be able to explain why the fascination over tabloid sensation; as well as who in the South African population is likely to be attracted to this type of newspaper.
The last type of methodology is the Ethnographic Research. Ethnography is rooted in the anthropology studies. It includes the study of a subject (participants) in their natural conditions or environment. This method is extremely time consuming, because it requires that the researcher be near participant most of the time, allowing them to study a phenomena or participants closely. The time frame for this research is very limited, thus this method will not be able to achieve much – with regard to the progression of the research. This method is very good at getting in-depth data and knowledge, because it includes studying participants closely.
2. LITERATURE REVIEW
It is important for this research to explore the newspapers readers’ reasons for the evident immense support and seemingly fascination over the sensation created by tabloid newspapers. Print media is currently under threat because of the new digital technologies. These new technologies are re-defining the media landscape and how readers interact with media including print. This research study focuses on the preference by South African readers of tabloid sensation in newspapers – with a particular focus in the Daily Sun newspaper. Smith (2012:11) mentions that “despite a worldwide decline in newspaper sales and fear that printed media days are numbered, the circulation figures of the South African tabloid newspapers point a picture of a thriving industry”. This poses one of the most important questions to this research of why there is an increase in the sales of the tabloid newspapers in South Africa (SA), while there is a decline in the sales of other types of newspapers. Smith (2012:11) further mentions that: “About 7 million South African read a tabloid everyday and 5.1 million of these readers belong to the country’s best selling newspaper, the tabloid, Daily Sun”.
The South African society is one which this paper can refer to as an insecure society. This is mostly owing to the South African history of apartheid. In this regard, most South Africans are very cautious when it comes to trying new things, as opposed to those that they are accustomed to. This research then finds it very interesting that tabloid newspapers and their audience support has grown very quickly in a country that is so conservative and that is mildly open to change. One of the most important elements that Smith (2012. 11) mentions is the fact that these newspapers have only limited academic research that has been conducted on them. Indeed, this fact is true, because in conducting this literature review, the content that this research accumulated on a similar topic in South Africa appeared to not be very broad. Therefore, the significance and relevance of this particular research becomes evident. This indicates a gap in the South African literature with regard to this focus of study. Tabloid newspapers and thus tabloid readers exist in this country. There are many, which account to millions in numbers, as mentioned earlier in the review. Therefore, it would be a failure in the academic world, if research on this aspect of society is not studied in depth. Any phenomenon that affects society, is worth academic research because it offers a window and understanding into a certain area and functioning of society. Krtalic & Hasenay (2012: 2) mention that newspapers can also serve as an important source of scientific research especially in social science and research.
With Daily Sun’s tabloid sensation content is the focus in exploring audience behaviour and explaining reasons for the choice of reading this type of content, it made sense to find out the target market for Daily Sun. “The Daily Sun is aimed at the Black blue-collar worker, and is currently the biggest selling newspaper” (Smith, 2012: 1). An example of these blue-collar workers would be for example the road works employees – with low- income brackets. Some of the reasons for such an enormous support and growth for Daily Sun are mentioned to include: “The mainstream media in South Africa have always been dominated by a White elite, and, therefore, were not accessible to the poor” (Wasserma. 2005a: 34) (Smith. 2012:01). It seems that the readers of this tabloid newspaper find it to be representative of their lifestyles, to represent ‘real’ issues that the resonate with and much less of focus on mainstream content which is dominated by politians.
Importantly, these are some of the uses of tabloid newspapers including the focus newspaper Daily Sun by readers: audiences who “flick-through” (who just page through) without reading much, those who habitually read it as part of their daily routine, those who discuss it over lunch or tea time etc. – reflecting its power to stimulate dialogue and contribute wider and more diverse discussion in the public sphere (Johansson. 2007: 121).
The following are conflicting views that exist towards tabloid newspapers or journalism:
Johansson (2007: 120) mentions that: “it is emblematic of much of the debate about tabloidization that tabloid priorities are seen to have an undesired influence on political communication, simplifying important issues, and at worst, provoking a crisis in public communication” (Blumber & Gurevitch. 1995) (Johansson. 2007: 36).
Tabloid Genres:
Johansson (2007: 133-142) mentions that some of the reason for tabloid reading include: humour and storytelling, sport and gossip, gazing at half-naked women for men, relationships with celebrities and escapism from daily routines.
The Theoretical grounding that is relevant, and will be useful for the study of the preference of tabloid sensation in newspaper content by newspaper audiences in South Africa include the following:
Theory of the Public Sphere:
According to Dean (…:177), the history of the public sphere is deeply rooted in the works of a German Philosopher: Jurgen Habermas, who talked about the public sphere concept and ideology in his book Structural Transformation of the Public Sphere (1962). In consideration of the period in which Haberman began the idea of the public sphere and contributed largely to the development of this concept a lot of things have changed and evolved in society. There is no doubt about how tabloid newspapers have had an impact on public opinion, as well as on how they have redefined it. Now society has broader topics to discuss rather that solely discussing politics and politicians all the time in public spaces. This is what can be referred to as a new kind of freedom - where now citizens, especially low income citizens are starting to realize and embrace the fact that their own simplistic lives as represented by Daily Sun are just as significant and worthy of being discussed and talked about.
Cultural theories and Studies:
Theories including the Critical Cultural Theory according to McQuail (2011: 115) date back to the mid-19th century and mid-twentieth theory; it is expressed in the work of Richard Hoggard, Raymond Williams and Stuart Hall. McQuail further mentions main notions of this theory to stem from the following viewpoint: “the initial thrust of these critics was to attack the commercial roots of cultural ‘debasement’ and to speak up for the working class consumer of mass culture as the victim rather than the villain of the story. The aim was to redeem the people whose supposedly ‘low tastes’ the presumed low quality of mass culture was often blamed” (McQuail. 2011: 115)
Media Society Theory II: Marxism and Political Economy:
This originates from Carl Marx. “The question of power is central to Marxist interpretations of mass media” (McQuail. 2011: 95). It also paid attention to the ideological effects of media (McQuail. 2011:96).
Audience Studies:
Audience studies include important aspects such as questions of whether the audience, in this case, Daily Sun readers are active or passive receivers of the tabloid newspaper content that they consume.
Ethical Issues:
Many ethical questions challenge the research. One of the main ethical issues that is of question lies with media’s responsibility of educating the citizens. Tabloid journalism often has little to no education value. Daily Sun has a few dedicated pages to educating its readers. However, the rest of the content is tabloid quality. Its target market is low-income societies, Black race and mostly uneducated citizens or those with low-levels of education. This raises many questions of whether it is fair for this particular newspaper to feed its readers tabloid news, when there is so much potential for it to educate, while at the same time educating a large mass of the population.
3. RESEARCH ASSUMPTIONS
Research assumptions include the fact that tabloid reading mostly attracts readers of low incomes, specifically the poor. The assumptions further include that tabloid reading and attraction is also related to education levels, and is more likely to attract those of low education levels.
4. FINDINGS
One of the first and most important challenges that this research study noted is the fact that tabloid journalism has a very limited scope in South Africa. This is problematic in two main ways, namely: tabloid sensational newspapers were noted in the review to be a very fast growing element of journalism in SA. Secondly, the fact that there is a very limited scope of academic research means that the tabloid news-reader (audience) is also under studied. This is a disturbing factor, because it means that in South African audience studies and researches a certain fraction of society is left out. It implies a very basic aspect. This means that our current knowledge scope and diversity is limited, and is not a true reflection of the various challenges and the dazzling diversity of different audiences for different media.
Another important element that came to the attention of this research is the fact that, one of the main reasons why this field of journalism has been neglected is also because academics have carried the view that tabloid journalism is ‘corrupting’ the field of journalism. However, while the focus of this study was in South Africa’s daily newspaper: Daily Sun, aimed at low-income citizens, there were academics who do read it. The research then explored the various ways that society relates to tabloid newspapers. Some consume it just for purposes of having or engaging with something that will ‘make them laugh’, some its escapism from daily routine, while with some it is an attachment because it is part of a daily routine. It contributes to democracy whether the content is of quality or not, by sparking a dialogue and adding diversity to public opinion.
Politics or government dictate the content that dominates mainstream media (Ang, 2014). This implies that before tabloid journalism and thus tabloid readers, the public sphere was saturated with political messages. This research regards it as unhealthy because of the lack of diversity in the news that dominates the public. This suggests that a large part of the public was ‘lost in translation, with regard to the understanding of political messages, political functioning and lastly complicated academic language and legislature. Therefore, this research is on the strong standing point of suggesting that sensational tabloid journalism be embraced rather that be labelled as ‘useless journalism’. It has managed to open a whole new ground for the marginalised citizens in our South African society. The man and the woman who live in tinned houses now can confidently purchase a newspaper affordably, and be able to read it with understanding and eagerness. The content may not be up to the traditional journalism standards of challenging the status quo. However, this research also challenges the concept of it not challenging the status quo. It is doing so in its own right. It has made it possible for low income citizens to have their own news that is relevant to them, with simple usage and command of the English language, and the everyday news that affect citizens. Tabloid journalism in SA has sparked a dialogue not only in its target market’s social spheres and its public opinion, it has sparked debate in the academic world as a worthy opponent in the newspaper world, that is thriving, while the ‘correct journalism standard having newspapers’ sales are declining.
5. RECOMMENDATIONS FOR FUTURE STUDIES
This research recommends that future studies further explore this area of journalism and audiences, and embrace the change that it has introduced to what was done in the past. Any kind of further research promotes growth and the open-mindedness that this country needs.
6. LIMITATIONS
The limitations of the study are that the research conducted has been limited to content analysis of existing literature and theories; and the focus has been on Daily Sun only, in no consideration or comparison to newspapers that are of a similar focus.
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