Ideology and myth in South African television : a critical analysis of SABC channel brand identities

Abstract

This dissertation investigates the brand identities of the South African Broadcasting Corporation television channels SABC1, SABC2 and SABC3 during the first decade of the 2000s (from 2000 to 2009). The study explores the manifestation and dissemination of dominant political ideologies and myths by the SABC television channels and their respective brand identities. It is argued that SABC television channels are structured and organised according to specific brand ideologies that match dominant political ideologies prevalent in South Africa. This is evident from the manner in which these channels have been organised, defined and redefined over the past years, and also from the self-promotional visual imagery shown by the television channels. The visual brand identities of each channel create the elements that make up each channel’s visual vocabulary, and each visual vocabulary in turn contributes to notions of “South Africanness” and definitions of South African identity. The study also explores the main concepts of ideology theory as a critical discursive practice to assist in a better understanding of the power relations in the SABC and its channel brands in particular. Some developments and changes in the SABC brand identities and the organisation of its television channels are studied from a historical perspective and correlated with ideology theory. In order to do this, the study also draws from semiotic theory. The author notes the semiotic quality of a brand and argues that the process of branding, the process of semiosis and the process of the dissemination of political ideologies bear structural resemblance. Basic definitions and key concepts of branding and corporate identity contribute to an enhanced understanding of the visual brand identities of the SABC television channels. An exploration of the elements specific to television channel branding helps to determine the signs, codes and meanings in SABC television channel branding.