Information Trends in South Africa with Specific Reference to the Development of an Information Policy for the Electronic Media

Abstract

The Information society in South Africa seems to be much more complex and much less predictable than those in most other countries. In many respects it is a First World country in terms of technology, sophisticat- ed media and computerisation. From that viewpoint, it faces the same kind of complex- ities than any other technological society. On the other hand, it is also a Third World coun- try and an integral part of Africa: from that viewpoint it also has to face a different kind of complexity, namely that of languages, cul- tures, life-styles etc. This makes it difficult to assess and anticipate the effects of global in- formation trends such as information over- load, allenation and resistance, the informa- tion paradox and the Information elite. In planning an information strategy for the country, it seems that thorough analysis of the different audiences and their information needs, accompanied by a careful segmenta- tion strategy, is a very high priority. Deregu- lation and privatisation of the electronic me- dia are also advocated, despite financial difficulties and the risk of information over- load. This will call for a greater responsibili- ty and gatekeeping function on the part of communication practitioners in South Africa. Possible options regarding a deregulation policy for the electronic media in South Africa are also explored.