The growth of digital: A South African perspective
TGI South Africa
The global digital hype and the uncertain fate of print media have seen the local media industry shift its budgets. But is South Africa too readily accepting and relying on global media models? As an emerging economy, with added complexities of the media space and audiences within South Africa, current predictions may misrepresent current use and motivations of media consumption.
It is generally assumed that higher income individuals drive digital media consumption and that traditional media is declining in this market. However, higher income groups have not betrayed traditional...