OPINIONISTA: Tapping into community media is vital for civil society, but the sector needs to up its game

I like millennials’ redefinition of the word “influencer” because it bestows authority and respect on those who have the power to influence. It converts influence into monetary value, which is especially important in this day and age, in a period where a litre of petrol threatens to hit R30.

Like many CSOs, the pandemic impelled us to find alternative ways to reach organisational goals, one of which was community engagements. Many of these platforms are, for various reasons, barely surviving. For one, communication professionals tend to overlook them, and when they do consider working with them, they do not see the value in paying a fair price for the work.

The current rolling blackout schedule is a heavy burden for many stations, who are at the mercy of the electricity supply and cannot afford alternative power sources — this means they cannot broadcast when the power goes off; and It’s important to recognise that civil society operating in South Africa cannot be driven only by English speakers. We have nine official languages and it is completely acceptable for a South African to not understand English.

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