The Evolving Media in SA

Media and Society

By MARGARET NDAWONDE

My name is Margaret Ndawonde. I am a writer by instinct, and a Media and Communications professional by trade. My journey into the industry began in the mid-1990s, rooted in Creative Writing before evolving into a trainee reporter role at a time when South Africa itself was undergoing a profound transformation.

I entered the field through magazine journalism as a feature writer—an entry point some of my peers at the time regarded as “soft.” The prevailing belief was that “real journalism” lived in the hard newsrooms of publications like The World, or in the daily grind of titles such as Sowetan, The Star, and The Citizen. These were seen as the proving grounds for journalists who wanted to cut their teeth in a fast-paced, high-pressure environment.

But history had already intervened. The World—once a bold and influential voice—had been banned years before I could even consider stepping into its newsroom. Instead, I found my footing in storytelling that prioritised depth, nuance, and human experience. With a Creative Writing Diploma in hand, this path offered a necessary transition into an industry known for its intensity, scrutiny, and unforgiving pace.

A country—and an industry—finding its voice

The late 1990s were not just a period of professional discovery for me; they were a defining era for South Africa. The dawn of democracy following the End of Apartheid reshaped every institution, including the media. Suddenly, stories that had long been suppressed were surfacing. Narratives expanded. Voices diversified.

Mainstream media—print, radio, and television—began to reposition itself from being constrained by censorship to embracing its role as a watchdog and a platform for democratic discourse. At the same time, community media began to emerge more strongly, giving hyper-local audiences a voice and reflecting lived realities that national platforms often overlooked.

This dual evolution—mainstream media redefining its mandate and community media asserting its relevance—created a rich, complex ecosystem. For a young journalist, it was both exhilarating and overwhelming. The responsibility to inform, educate, and empower audiences had never been more pronounced.

From gatekeeping to participation

Fast forward to the 2000s and beyond, and the landscape shifted yet again—this time driven by technology. The rise of the internet, digital publishing, and later social media platforms like Facebook and Twitter fundamentally disrupted traditional media models.

What was once a largely one-directional flow of information—from newsroom to audience—has become a dynamic, interactive exchange. Citizen journalism has flourished. Audiences are no longer passive consumers; they are active participants, storytellers, and critics.

For mainstream media, this has meant adapting to a 24-hour news cycle, combating misinformation, and maintaining credibility in an era of information overload. For community media, digital tools have amplified reach and sustainability, enabling even the smallest platforms to engage broader audiences while staying rooted in local realities.

The convergence of purpose and platform

Today, the distinction between media forms is increasingly blurred. Journalists are no longer just writers or broadcasters—they are content creators, digital strategists, and community builders. Media houses balance editorial integrity with commercial sustainability, while organisations use storytelling as a strategic tool to communicate their mission and values.

In this evolving environment, storytelling has expanded beyond reporting facts. It now includes shaping narratives, influencing public discourse, and, in many cases, driving social and economic change.

Growing with the industry

Looking back, the media landscape I entered was a “baby” finding its footing in a new democracy. Today, it is a complex, multi-layered ecosystem—mature yet still evolving. The interplay between mainstream and community media continues to define how South Africans see themselves and their world.

For me, this evolution has not just been something to observe—it has been something to grow with. Each shift in the industry has expanded my perspective, sharpened my skills, and deepened my appreciation for the power of media.

The story of media in South Africa is far from complete. It is continuously being written—by journalists, communities, and individuals alike. And I am grateful that my own story is woven into that ongoing narrative. TQ

Margaret Ndawonde is a former journalist and a seasoned communications and marketing specialist based in Johannesburg. She has also contributed to community development initiatives through her work with organizations such as the Media Development and Diversity Agency (MDDA) and Masiphilisane.