The Rise of Podcasts: Redefining Normative Media Roles in South Africa
Normative media roles refer to guiding frameworks that outline how the media ought to function within society. These frameworks emphasise the media’s responsibility to educate, inform, entertain, and facilitate public discourse, all while acting in the broader social interest.
Podcasting is widely recognised as a practical expression of a bottom-up media model, marking a shift away from centralised mass broadcasting toward decentralised, on-demand content production. By lowering barriers to entry and reducing reliance on traditional gatekeepers, podcasting enables individual creators to produce specialised, high-quality content using accessible tools. This model often fosters more direct and personal relationships between creators and their audiences.
This article explores how South African podcasters incorporate the normative roles of the media into their work. It focuses on a purposive selection of local podcasts whose content demonstrates alignment with these traditional media functions.
Background to the Normative Functions of the Media
Normative media theory, first articulated in 1956 by Fred Siebert, Theodore Peterson, and Wilbur Schramm, outlines the ideal functions and responsibilities of the media within a given society. Rather than describing how media institutions operate in practice, the theory prescribes how they should operate in order to advance key social values such as democracy, freedom, and development.
Educative
Podcasts have emerged as an important medium for public education, particularly in areas that receive limited attention in mainstream media. In South Africa, entrepreneurs have taken a leading role in producing educational podcast content, with a strong emphasis on financial literacy, entrepreneurship, and business management, especially within the property sector.
Examples include Mindset Profits, hosted by financial adviser Ntando Maseko, which focuses on finance, entrepreneurship, and property investment. Similarly, Witness Mdaka, a property investor and author of It’s More Than Just Money, hosts a podcast of the same name that educates audiences on property investment and entrepreneurial thinking. By featuring experienced professionals who share practical knowledge, these podcasts clearly fulfil the educative function central to normative media theory.
Entertaining
Although many podcasts prioritise education or serious discussion, the medium also accommodates entertainment-focused content. Some podcasts blend information with humour and satire, thereby educating audiences in more informal ways. A prominent example is Podcast and Chill, hosted by MacG Mukwevho. Through satire and celebrity-driven conversations, the podcast attracts wide audiences while fulfilling the entertainment role outlined within normative media frameworks.
Facilitative
South African podcasts also play a facilitative role by creating accessible spaces for public debate and the exchange of diverse viewpoints. Unlike mainstream media platforms, podcasts often operate with fewer constraints, allowing for more inclusive and nuanced discussions.
The Penuel Show, hosted by Penuel Mlotshwa, exemplifies this function by hosting conversations that reflect a range of perspectives across social, political, and cultural issues. Such platforms do more than merely host dialogue; they engage critically with topics, offering depth and reflection often absent from traditional media coverage. This aligns with Jürgen Habermas’ concept of the public sphere, which positions the media as a forum for rational public discourse and deliberation. In this regard, podcasts can be seen as effectively performing core normative media roles.
Informative
Some podcasters focus primarily on providing detailed analyses of current affairs, enabling audiences to better understand complex issues and make informed decisions. The SMWX (Sizwe Mpofu-Walsh Xperience) podcast fulfils this informative role by offering independent, in-depth commentary on politics, social issues, and current events. Hosted by Dr Sizwe Mpofu-Walsh, the podcast functions as an accessible yet intellectually rigorous source of news analysis through expert interviews and critical discussion.
Other podcasts centre on public figures and celebrities, offering them platforms to narrate their personal experiences firsthand. This format allows guests to clarify misconceptions, address rumours, and shape their own narratives. The King David Studio Podcast, hosted by David Mashabela, illustrates this approach by giving prominent individuals space to share their stories, thereby contributing to the informative function of the media.
Conclusion
In conclusion, the analysis demonstrates that podcasting in South Africa has become a meaningful extension of the normative functions traditionally associated with the media. Through educative, entertaining, facilitative, and informative content, local podcasters are not only challenging conventional media structures but also actively contributing to public knowledge, dialogue, and cultural expression. As an accessible and decentralised medium, podcasting continues to reinforce its role as a socially relevant platform capable of advancing the core ideals outlined in normative media theory.
Are You Interested in Starting Your Own Podcast?
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