1. In the case study below,

a. identify and explain the press theory or theories of the programme .

The Media Development and Diversity Agency was set up by an Act of Parliament in 2002 to try to enable

historically disadvantaged communities and persons not adequately served by the media to gain access to

the media. Based in Johannesburg and funded by a state body, the Government Communication and

Information Agency (GCIS) with additional funding from the private print and broadcasting bodies, its

beneficiaries are meant to be community (not-for-profit) media and small commercial media.

To achieve its objective, the Media Development and Diversity Agency claims on its website that the goals

are to:

encourage ownership and control of media by historically disadvantaged communities, historically

diminished indigenous language speakers and cultural groups;

channel resources to community and small commercial media;

build capacity of the media industry, especially amongst historically disadvantaged groups;

encourage research regarding media development and diversity.

Community radio: The Media Development and Diversity Agency supports community radio stations in rural

areas, for example: Forte Community Radio (based in Bisho, Eastern Cape); Kgalagadi Community Radio

(based in Northern Cape); and it seeks funding support for newly licensed community services.

Community Print: Amazwi Writers (a writing skill development project based in Hluhluwe in KwaZulu

Natal); Agenda Feminist Media (this Durban-based feminist media project produces a range of media and

provides training for women writers across the country).

Community TV: The MDDA has been supporting research into the feasibility of community television in

places like Soweto in Johannesburg.

Source: www.mdda.org.za

2. Briefly explain the following:

a. Agenda setting theory.

b. Who sets the agenda for the media?

c. media framing.

3. i. What are the characteristics of a good theory?

ii. Why do you think cultivation theory is a good theory?