COM3702
Assignment 3 PORTFOLIO Semester 1 2025
Unique #:
Due Date: 2 June 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, 1. INTRODUCTION
This portfolio explores the complex relationship between media, race, gender,
representation, terrorism, and communication markets in the South African context.
Each section engages critically with real-world news events and media content to
examine how media both reflects and influences societal values and ideologies.
Beginning with the Flysafair incident involving a SABC employee, the analysis
investigates how racism is constructed and perpetuated in public discourse. It then
shifts to the implications of the U.S. government‘s withdrawal of HIV funding,
examining how news values and agenda-setting shape public understanding. The
gender section interrogates the portrayal of femininity or masculinity in magazine
advertisements, highlighting media's role in reinforcing binary oppositions. The
terrorism section critically analyses the media coverage of Duduzile Zuma-
Sambudla‘s social media posts during the 2021 unrest, applying theories of media-
terrorism dynamics. Finally, the portfolio concludes with a reflection on media
ownership concentration in South Africa, exploring its implications for media diversity
and democracy.
2. MEDIA AND RACE
2.1 The Term Racism and Summary of the Incident
Racism refers to discrimination or prejudice against people based on their race or
ethnic background, often rooted in beliefs of racial superiority. It manifests in
attitudes, speech, behaviours, and institutional practices that marginalise or degrade
others.
In the selected article from IOL Mercury News (29 December 2024), Nobuntu
Mkhize, an SABC employee, was filmed allegedly using racially offensive language
and physically assaulting FlySafair cabin crew on a flight. The footage, shared widely
online, showed Mkhize behaving aggressively and reportedly making remarks
perceived as racially motivated. As a senior public broadcaster employee, her
actions were considered especially problematic due to her influential role. While no
specific social media platform was mentioned in the article, the video was widely
circulated on platforms such as Twitter (now X). The airline placed her on a no-fly list
Varsity Cube 2025 +27 81 278 3372
, and the SAHRC is investigating the incident, possibly leading to an Equality Court
case.
2.2 Newspaper Article and Racist Ideology
The IOL article categorised the incident as racist because of Mkhize‘s alleged use of
racially offensive language during the altercation. The behaviour reportedly
demeaned the cabin staff and invoked racial power dynamics. The article suggested
that the remarks reflected cultural racism, a form of racism where certain
behaviours, language, or attitudes reinforce cultural superiority or inferiority based on
race (Steenveld in Fourie, 2018:282–285).
This ideology portrays some groups as inherently disrespectful or uncultured,
aligning with deep-rooted stereotypes. Cultural racism often hides behind language
and behavioural "norms", which are used to justify exclusion or mistreatment.
Mkhize‘s actions can be viewed through this lens as she, perhaps unintentionally,
used race-linked hostility to assert dominance during the conflict. The article frames
this as socially unacceptable, highlighting the incident's broader implications in a
multicultural and democratic South Africa.
2.3 Videos Spreading the Story
Videos of the incident played a major role in public awareness. I argue that such
videos reflect what is already happening in society, rather than creating new racist
incidents. They act as mirrors, exposing underlying tensions and behaviours that
often go unchallenged.
Mbembe (2019) notes that digital media often makes visible the hidden violence of
everyday racism, allowing marginalised voices to be heard. Similarly, Daniels (2020)
argues that viral videos of racist incidents are tools of accountability, not incitement.
They allow the public to witness and critique social injustices that may otherwise
remain invisible.
In the FlySafair case, the video did not provoke new racism but instead revealed the
unacceptable behaviour of a public figure. The widespread reaction was one of
Varsity Cube 2025 +27 81 278 3372
Assignment 3 PORTFOLIO Semester 1 2025
Unique #:
Due Date: 2 June 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, 1. INTRODUCTION
This portfolio explores the complex relationship between media, race, gender,
representation, terrorism, and communication markets in the South African context.
Each section engages critically with real-world news events and media content to
examine how media both reflects and influences societal values and ideologies.
Beginning with the Flysafair incident involving a SABC employee, the analysis
investigates how racism is constructed and perpetuated in public discourse. It then
shifts to the implications of the U.S. government‘s withdrawal of HIV funding,
examining how news values and agenda-setting shape public understanding. The
gender section interrogates the portrayal of femininity or masculinity in magazine
advertisements, highlighting media's role in reinforcing binary oppositions. The
terrorism section critically analyses the media coverage of Duduzile Zuma-
Sambudla‘s social media posts during the 2021 unrest, applying theories of media-
terrorism dynamics. Finally, the portfolio concludes with a reflection on media
ownership concentration in South Africa, exploring its implications for media diversity
and democracy.
2. MEDIA AND RACE
2.1 The Term Racism and Summary of the Incident
Racism refers to discrimination or prejudice against people based on their race or
ethnic background, often rooted in beliefs of racial superiority. It manifests in
attitudes, speech, behaviours, and institutional practices that marginalise or degrade
others.
In the selected article from IOL Mercury News (29 December 2024), Nobuntu
Mkhize, an SABC employee, was filmed allegedly using racially offensive language
and physically assaulting FlySafair cabin crew on a flight. The footage, shared widely
online, showed Mkhize behaving aggressively and reportedly making remarks
perceived as racially motivated. As a senior public broadcaster employee, her
actions were considered especially problematic due to her influential role. While no
specific social media platform was mentioned in the article, the video was widely
circulated on platforms such as Twitter (now X). The airline placed her on a no-fly list
Varsity Cube 2025 +27 81 278 3372
, and the SAHRC is investigating the incident, possibly leading to an Equality Court
case.
2.2 Newspaper Article and Racist Ideology
The IOL article categorised the incident as racist because of Mkhize‘s alleged use of
racially offensive language during the altercation. The behaviour reportedly
demeaned the cabin staff and invoked racial power dynamics. The article suggested
that the remarks reflected cultural racism, a form of racism where certain
behaviours, language, or attitudes reinforce cultural superiority or inferiority based on
race (Steenveld in Fourie, 2018:282–285).
This ideology portrays some groups as inherently disrespectful or uncultured,
aligning with deep-rooted stereotypes. Cultural racism often hides behind language
and behavioural "norms", which are used to justify exclusion or mistreatment.
Mkhize‘s actions can be viewed through this lens as she, perhaps unintentionally,
used race-linked hostility to assert dominance during the conflict. The article frames
this as socially unacceptable, highlighting the incident's broader implications in a
multicultural and democratic South Africa.
2.3 Videos Spreading the Story
Videos of the incident played a major role in public awareness. I argue that such
videos reflect what is already happening in society, rather than creating new racist
incidents. They act as mirrors, exposing underlying tensions and behaviours that
often go unchallenged.
Mbembe (2019) notes that digital media often makes visible the hidden violence of
everyday racism, allowing marginalised voices to be heard. Similarly, Daniels (2020)
argues that viral videos of racist incidents are tools of accountability, not incitement.
They allow the public to witness and critique social injustices that may otherwise
remain invisible.
In the FlySafair case, the video did not provoke new racism but instead revealed the
unacceptable behaviour of a public figure. The widespread reaction was one of
Varsity Cube 2025 +27 81 278 3372
