Regional identity and the politics of belonging in the consumption of Zimbabwe's vernacular tabloid newspaper, uMthunywa in Bulawayo

Mabweazara, H. M. (2009) Regional identity and the politics of belonging in the consumption of Zimbabwe's vernacular tabloid newspaper, uMthunywa in Bulawayo. Journal of African Media Studies, 1(3), pp. 449-467. (doi:10.1386/jams.1.3.449/1)

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Abstract

This article is a qualitative study of the consumption of uMthunywa, a Zimbabwean state-controlled tabloid newspaper. It focuses on its Bulawayo readers, who constitute the bulk of the paper's readership and particularly explores the meanings and relevance of its content to their everyday lives. The study establishes that the paper constitutes a forceful alternative mediated sphere that cements a regional identity and accommodates feelings of belonging among a readership that feels disenfranchised and neglected by the power bloc. The newspaper has (re) kindled a relationship with readers through its use of the vernacular language, isiNdebele, and the coverage of community issues that resonate with the readers' everyday lives.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Mabweazara, Dr Hayes
Authors: Mabweazara, H. M.
College/School:College of Social Sciences > School of Social and Political Sciences > Sociology Anthropology and Applied Social Sciences
Journal Name:Journal of African Media Studies
Publisher:Intellect
ISSN:2040-199X
ISSN (Online):1751-7974

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