ABSTRACT

The media play a key role not just in mediating political discourse based on rational-critical debate, but also in arbitrating cultural recognition and diversity (Örnebring and Jönsson 2004: 285). In many African countries the mainstream media are dominated by official discourse and do not tolerate open criticism of the power elite (Barber 1997: 3; Nyairo and Ogude 2005; Mano 2007). The popular media in Africa therefore have an even more specific democratic contribution to make because for many these may be the only means of expressing themselves on a wide range of matters of concern to them along the politicaleconomic-cultural continuum. Because of their style and their apparent focus on ‘soft’ and sometimes ‘off limits’ themes, however, the popular media have been criticized for focusing on trivialities and denying audiences ‘wholesome’ information to enhance their political efficacy. As such they have not been the focus of regulation debates on the African continent, except to the extent that they are perceived as endangering ‘public morality’ and ‘African cultural values’. However, the democratic contribution of the popular media in Africa has been recognized by scholars such as Nyairo and Ogude (2005), Mano (2007), Wasserman (2008) and Olatunji (2009). The common thread running through these works is that the popular media enable diversity in a way the mainstream media in Africa cannot. Discussions of diversity tend to go along with other important issues such as democracy, freedom of expression and regulation. The principle of diversity is key in linking the popular media to democracy. The media freedom advocacy organization, Article 19, captures the essence of media diversity: ‘a variety of different types of voices being given access to the media and a variety of different types of information and viewpoints being heard’ (Article 19 2006: 19). This definition would seem to signal less government control over the media. The media in most African countries have since the early 1980s made steps towards liberalizing and privatizing their media sectors. In the context of the globalization and commercialization of the media worldwide, though, local media content as it relates to diversity has become a major issue especially as the media in Africa have had to respond to both challenges and opportunities arising out of these world trends (Sreberny-Mohammadi 1991: 123; Strelitz 1999: 53; Kariithi

2003: 171, 174-6). The idea of ‘policing’ popular media, in the context of ‘freeing’ the media, not surprisingly, therefore, is highly contested. Article 19 summarizes the anxiety associated with media regulation in general thus: ‘The word “regulation” is worrying to some people. There is an assumption that outside intervention of any sort will be an interference that reduces freedom of expression and consumer choice’ (Article 19 2006: 14). Based on this assumption commercial media owners in Africa have challenged the regulation of the broadcast media other than by the broadcast industry itself or the market. However, as Article 19 (2006: 14) observes, ‘regulation is about more than just allocating frequencies. What regulation should also do is to increase access to the media and make sure that a greater variety of voices are heard’ (cf. Siune 1998: 24-5). Although much of popular media content in Africa is available in the indigenous languages, the globalization, rapid expansion and commercialization of the media industry have raised concerns about the need to shield local (African) media industries from being flooded out by Western cultural products which are often cheaper, backed by superior technological and distribution capacity and in a ‘global’ language like English (see Kariithi 2003). The local media have also tended to appropriate the ‘global’ languages such as English or French in some form or another to expand their catchment area. Much of Africa is characterized by shaky democratic structures, linguistic heterogeneity and economic inequalities. There are also related issues such as poverty and conflict that make diversity harder to achieve. While the latest developments in the media would seem to increase access and variety for some Africans, there are sections of the African population whose access to these opportunities cannot be taken for granted or left to the market to regulate. These issues make it imperative to continue discussing how best to secure a kind of diversity in the popular media in Africa that leans towards citizenship rather than just consumerism. This chapter, therefore, discusses popular media in an African context influenced by global trends, and the significance of popular media for diversity and democracy. The chapter examines key arguments relating to the regulation of popular media and makes a case for ‘policing’ popular media in Africa. The arguments of the chapter are situated within a critical political economy framework and backed by illustrations from Kenya, Nigeria and Uganda. The chapter aims to situate popular media in Africa in wider global developments and make a case for regulating popular media in the public interest.