Cebisa Zondo
According to Unesco, press freedom has steadily declined since 2012. Despite this, South Africa fares well, ranking 27th out of 180 countries in the World Press Freedom Index. One of the most significant threats to maintaining this is financial. The impact is acutely felt in community media, due to dwindling advertising revenue and financial support, leading to the closure of independent community newspapers. Community media plays an important role in fostering democratic participation at a grassroots level, and strategic social investment has the power and the responsibility to protect it.
Community newspapers have long been platforms for spotlighting local issues and encouraging civic participation in communities often overlooked by mainstream media. They are trusted sources of news at a time when disinformation and misinformation are on the rise. Community newspapers depend largely on advertising, and the companies that advertise are often small local businesses in a constrained economic environment. The rise of social media marketing has given businesses a cheaper, more targeted alternative, placing further pressure on an already constrained revenue base, exacerbated by the monopolisation of the print media industry prioritising commercial interests over diverse voices and perspectives.
Investing in community media remains critical to retaining and strengthening World Press Freedom, observed annually on 3 May as World Press Freedom Day. Doing so directly preserves pluralistic discourse, fosters grassroots democratic participation, and combats misinformation.
A report by the Media Development and Diversity Agency (MDDA) showed only 7% of respondents from the community and small commercial media sector believe their entities are sustainable. Top challenges include a lack of funding from government, the private sector, and donor agencies, as well as the need for greater non-financial support and skills development. Between 2016 and 2022, less than 1% of international donor aid went to media globally.
According to Trialogue, only 17% of surveyed companies allocated corporate social investment towards social justice in South Africa, with a mere 6% directed towards press freedom. Social investors prioritise education and healthcare, but community media must not be overlooked. Community newspapers are attempting to digitise to diversify revenue, but this is a costly exercise. Expenses ranging from equipment and cybersecurity to staff upskilling often outpace what smaller publications can realistically afford.
■ Zondo is a SI analyst for fund management and specialist services.
