Abstract
This thesis examines the portrayal of some isiNguni cultures in media, particularly those of isiZulu. It does this by analysing various media platforms: print; television; radio; and social media. Using Agenda-Setting, Symbolic Interactionism, and Cultivation theories, together with Critical Discourse Analysis (CDA) the study analyses the portrayal of isiNguni cultures in media to uncover the impact of these portrayals on society at large. It shows that frequent and prominent portrayals of isiNguni cultures influence public perceptions and often lead to stereotypes and misinformation. It also examines the usage of languages and values in media. This examination reveals that as much as other media platforms like print media correctly uses and preserve isiZulu language, other platforms like social media filters and disregard the correctness of the language usage.
The study is organised into eight chapters; an introductory chapter, a Literature review and theoretical framework, methodology, four discussion chapters, closing it off with a concluding chapter with major findings. To achieve its aim, the study uses a qualitative methodology where data is drawn from the analysis of media and other research. The methodology involves analysing language usage in some media platforms. Cultural aspects that are discussed are rituals and ceremonies that follow the different stages of human development, as well as the values and languages of amaNguni. The results suggest that while media platforms have the potential to preserve languages, informal language use, especially in social media, can lead to the deterioration of linguistic quality. Print media that adhere to linguistic norms hold promise for preserving language values. Again, some media misrepresent isiNguni cultures, its portrayal is misleading and biased.
The study concludes with a recommendation for further research to fill gaps in the study of isiNguni languages and cultures in the media. It suggests examining other cultural aspects such as religion, ethics, and symbols, and extending the analysis to less represented languages such as isiSwati and isiNdebele. The study emphasizes the need for the media to work with cultural experts to ensure an accurate representation of isiNguni cultures.