Media and Mobile Phones in a South African Rural Area: A Baseline Study
In South Africa, access to information remains unequal and often hampered by language barriers, poor infrastructure and endemic poverty, particularly among members of rural and peri-urban communities. The government recognises the potential of media and information and communication technology (ICT) to promote socio-economic development and social cohesion. In this paper we discuss the findings of a survey on media and ICT (particularly mobile phones) in a rural community. The area is the site of a number of interventions and research projects by a nearby university. Our study provides a baseline to measure their impact and identify future trends. Data from 300 households was collected through a set of open-ended, as well as closed, questions. Language emerged as an important factor in media consumption. Broadcast media were more common than print and people showed a preference for news, followed by entertainment. While computers were virtually non-existent, mobile phones were omnipresent and most respondents could be considered experienced users. Although the costs associated with mobile phones were key concerns, most households had access to at least one phone with advanced features such as internet connectivity. Different activities performed on mobile phones reflected different gender and generational roles. Our work indicates that further research is needed on quality and frequency of media consumption as well as a more detailed study of mobile phone use. Research along the age and gender dimensions promises to yield interesting results. A qualitative approach is best suited for such in-depth investigation.