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Title:Regional identity and the politics of belonging in the consumption of Zimbabwe's vernacular tabloid newspaper, 'uMthunywa' in Bulawayo
Author:Mabweazara, Hayes MawindiISNI
Periodical:Journal of African Media Studies
Geographic term:Zimbabwe
Ndebele language (Zimbabwe)
group identity
Abstract:This article is a qualitative study of the consumption of 'uMthunywa', a Zimbabwean State-controlled tabloid newspaper. It focuses on its Bulawayo readers, who constitute the bulk of the paper's readership, and particularly explores the meanings and relevance of its content to their everyday lives. The study establishes that the paper constitutes a forceful alternative mediated sphere that cements a regional identity and accommodates feelings of belonging among a readership that feels disenfranchised and neglected by the 'power bloc'. The newspaper has (re)kindled a relationship with readers through its use of the vernacular language, isiNdebele, and the coverage of community issues that resonate with the readers' everyday lives. Bibliogr., notes, ref., sum. [Journal abstract]