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Regional identity and the politics of belonging in the consumption of Zimbabwe's vernacular tabloid newspaper, uMthunywa in Bulawayo

Mabweazara, Hayes Mawindi

Authors

Hayes Mawindi Mabweazara



Abstract

This paper is a qualitative study of the consumption of uMthunywa, a Zimbabwean state-controlled tabloid newspaper. It focuses on its Bulawayo readers who constitute the bulk of the paper’s readership and particularly explores the meanings and relevance of its content to their everyday lives. The study establishes that the paper constitutes a forceful alternative mediated sphere that cements a regional identity and accommodates feelings of belonging among a readership that feels disenfranchised and neglected by the ‘power bloc’. The newspaper has (re)kindled a relationship with readers through its use of the vernacular language, isiNdebele and the coverage of community issues that resonate with the readers’ everyday lives.

Journal Article Type Article
Publication Date Dec 1, 2009
Deposit Date Jan 13, 2010
Publicly Available Date Dec 2, 2010
Print ISSN 2040-199X
Electronic ISSN 1751-7974
Publisher Intellect
Peer Reviewed Peer Reviewed
Volume 1
Issue 3
Pages 449-467
DOI https://doi.org/10.1386/jams.1.3.449/1
Keywords Regional identity; ethnic belonging; tabloid journalism; Bulawayo; isiNdebele;
Public URL http://researchrepository.napier.ac.uk/id/eprint/3595
Publisher URL http://dx.doi.org/10.1386/jams.1.3.449/1
Contract Date Jan 13, 2010

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