Audience reception study of isiZulu language newspaper ‘Isolezwe’ ; to explore what factors attract the audience to the newspaper

Abstract

In South Africa, the usage and positioning of English as the dominant language has led to the marginalisation of African languages. The dominance of the English language in South Africa is rooted in the historical injustices of apartheid and colonialism. In modern society, education, mass media, globalisation and expansion of information communication technology exacerbate the use of English at the expense of African languages. However, the popularity of African language publications such as Isolezwe triggered my curiosity to explore the reasons behind the attraction of readers to this publication. Against this background, this study examined the audience reception of isiZulu language newspaper Isolezwe by exploring the factors that attract readers to this newspaper. This study utilised a mixed methods design and focus group interviews and content analysis are selected as research methods. The focus group interviews aimed at discovering what readers like and dislike about the Isolezwe newspaper, and content analysis examined the news characteristics of the Isolezwe newspaper.

The results of the study reveal that readers of this newspaper are attracted by its cultural proximity, as it relays news in isiZulu language. Another factor appealing to readers about Isolezwe newspaper is that of geographic proximity, as it covers stories on the KwaZulu Natal region. Furthermore, readers like the type of news covered in the Isolezwe newspaper, that is, stories on social issues happening in their communities. Readers also favour Isolezwe newspaper because it contains stories about entertainment culture, music, television radio, and books.. Close to entertainment, readers of the newspaper like sports stories covered in the newspaper.

The study recommends that the Isolezwe newspaper must expand its coverage of current political stories and the coverage of international news. Excessive advertising creates is not liked by most readers. Therefore, the Isolezwe newspaper should determine the appropriate amount of advertising in the newspaper.