Electronic media research in societies in transition: Relevant or irrelevant?

Anina Maree and Daan van Vuuren

On a global scale, societies and the mass media are in transition. Is electronic media research keeping abreast with the challenges of these massive changes? At the present time South Africa probably offers a unique case study in change : Both the socio-political and the electronic mass media systems are in a process of rapid and fundamental change.

Electronic media research in societies in transition: Relevant or irrelevant?

Daan van VuurenandAnina MareeSouth African Broadcasting Corporation, South Africa

INTRODUCTION

On a global scale, societies and the mass media are in transition. In East Germany, millions of people are adapting to a market driven environment. In the Far East, countries such as Korea and Singapore are tasting the fruits of change. Cable and satellite television are becoming one of the growth areas of mass communication, and reach beyond the traditional borders of broadcasting.

In a study done in 1992, Mitchell and Blumler (1994) identified the following characteristics...

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