Community media plays a vital role in promoting social change

In a world where information is power, community media stands as a vital force in empowering marginalised voices, driving social change and strengthening democracy. 

Deputy Minister in the Presidency, Kenny Morolong, has underscored the significance of this sector, emphasising its role in fostering community engagement and supporting local development.

Speaking during Parliament’s Portfolio Committee on Communication and Digital Technologies oversight visit to the Government Communication and Information System in Pretoria on Wednesday, Morolong urged the GCIS to harness the power of strategic partnerships to inform South Africans about government’s social transformation agenda.

“We have a network of communicators across all three spheres of government to ensure effective coordination,” Morolong said, highlighting the need to build professional capacity in government communication. 

He stressed the importance of adapting to the rapid growth of new media to bridge the gap between government and citizens.

According to Morolong, communication is not just a bureaucratic function but a constitutional responsibility. 

“An appreciation of this premise will ensure that we fulfil the prescripts of the Constitution, including upholding political, social and other rights,” he said.

GCIS Deputy Director-General: Intergovernmental Coordination and Stakeholder Management, Michael Currin, echoed this sentiment, explaining that effective government communication plays a crucial role in shaping national sentiment, fostering social cohesion and inspiring positive behavioural change.

“Through a coordinated communication system, government proactively responds to the evolving political and socio-economic landscape, fostering a direct relationship with citizens,” Currin said.

He emphasised that clear and coherent messaging is essential to building public confidence and national unity.

Portfolio Committee commends GCIS’s efforts

Portfolio Committee on Communication chairperson, Khusela Diko, expressed her satisfaction with the GCIS’s performance.

“I was impressed with the presentations [on the GCIS operations and its programmes], especially those involving community print media. These discussions help us, as lawmakers, understand the core issues that affect our citizens,” she told SAnews. 

Diko affirmed that lessons learned from these engagements would shape the committee’s oversight efforts. 

“We hope that GCIS and its partnerships will continue to empower people with vital information, enabling them to improve their lives,” she said.

Diko further stressed the importance of citizens knowing how to access job opportunities, start businesses, and benefit from government programmes.

 “When South Africans can confidently say: ‘I know what my government is doing for me and how I can access services’, we will have achieved our goal,” she said.

Established in 1998 and operating under the Presidency, the GCIS has a clear mission: to strengthen government communication, ensure transparency, and keep citizens informed about policies, programmes, and achievements. By embracing innovation and leveraging new media, it continues to play a crucial role in fostering a well-informed and engaged society. 

Bringing government closer to the people

The Portfolio Committee is committed to ensuring that government communication is effective and accessible. As part of its mandate, the committee is conducting oversight visits to various entities in Gauteng, engaging with staff members and reviewing government communication strategies.

The committee has also listened to presentations from the Media Development and Diversity Agency (MDDA) and other entities, evaluating their effectiveness in delivering critical information to the public. – SAnews.gov.za

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