South African Creative Industries and Soft Power

• In Event: Creative Industries as ‘Soft Power’: Comparative Perspectives From Emerging Powers

Abstract

South Africa has the biggest (per capita) and sophisticated economy on the African continent. Its strong economic position has led to accusations that it plays the role of a ‘sub-imperialist’ or ‘neo-colonialist’ on the continent. This strong economic position can also be seen mirrored in its creative industries, notably the digital satellite television platform Multichoice, owned by the multinational media conglomerate Naspers, which has a large footprint across other African countries. This platform can be seen to contribute to South African soft power on the continent, but also eliciting critique against its dominance on the continent. At the same time, new international players like the Chinese television channel CCTV, have entered the African media landscape, bringing more news and entertainment options and offering alternative perspectives. This paper examines the role that the South African news and entertainment industry has played to promote South African soft power on the continent, as well as the changing landscape of global media that poses challenges to South Africa’s dominance on the African continent.

Author

• Herman Wasserman, U of Cape Town