THE ROLE OF THE PRINT MEDIA IN EDUCATION DIVISION IN SOUTH AFRICA
Print Media in Education, is a world-wide programme whereby newspapers and magazines are used to promote education in school classrooms.
In most overseas countries newspaper-in-education programmes (NIE) dominate while magazines play a secondary educational role. In South Africa this is also the case, although we have several magazines which are increasingly playing an important educational role.
In 1991 the World Association of Newspapers (WAN) established a Newspapers-in-Education Division based in Paris. After a modest beginning the programme spread rapidly and at present some 38 countries have formal NIE projects in place.
In 1994, Print Media SA established a non profit organization, the Print Media in Education Division, to promote the use of newspapers and magazines in schools. In 1996 Dr Jeff Mathews was appointed Manager of the Division with the specific brief of helping to assist educational transformation in South Africa through promoting the use of print media in schools. (see Appendix 1)
A major goal is to support Curriculum 2005 by demonstrating to teachers and learners how newspapers and magazines can assist the learning process.
There is also a focus on promoting literacy and fighting a-literacy (Those who can read but choose not to).
The Division works in partnership with government departments, NGOs, publishing companies and like-minded organizations to realise its goals. (see Appendix 2)
It is a well-known fact that because over 90% of the education budget is spent on salaries, very little money is left over to supply schools with textbooks and other written resources.
They can be cut up, marked on, separated, torn and recycled;
Research has demonstrated that if young people and adults are encouraged to read newspapers and magazines, it often leads to a life-long habit of reading all sorts of other printed material too.
Newspapers and magazines are relatively inexpensive and are therefore particularly useful in sparking off a passion for reading. One of our products, the Reading Passport, is particularly useful in achieving this. Many companies in South Africa are now sponsoring the cost of supplying newspapers to previously disadvantaged schools.
Textbooks are very expensive and in schools where they are absent or out-of-date, newspapers and magazines can fill the gap. They can also be used to supplement textbooks but are not intended to replace the traditional textbook.
Neil Postman, the author of "Amusing ourselves to death", has warned that technology and particularly television, is the main cause of a-literacy. He equates the influence of television to Aldous Huxley’s "Brave New World" in which people come to love technology (like television), which undo their capacities to think. Huxley feared that what we love, will ruin us. Postman asserts that "television has only one voice, and that is the voice of entertainment". However, we are now learning to synergise with the electronic media in meaningful joint initiatives.
A-literacy is not only confined to countries like South Africa but is a world-wide trend. The USA, a world power and economic giant, is also suffering from the scourge. The Newspaper Association of America recently launched a massive reading campaign to address the problem of a-literacy.
Recent research conducted by Print Media SA has revealed a frightening scenario in our country. People of all races, who hold senior managerial positions were canvassed. The following disturbing facts emerged:
Print Media SA supports the decision of the government to declare 2001 the "Year of the Reader" in South Africa.
If educators are trained correctly in the use of newspapers and magazines for educational purposes, there is little doubt that they offer a very broad, rounded education. Early in the 19th Century, Thomas Jefferson asserted that "The press is the best instrument for enlightening the mind of man, and improving him as a rational, moral and social being."
His words are particularly relevant in a new democracy such as ours.
5. ACHIEVEMENTS OF THE PMIE DIVISION
The PMIE Division works in partnership with newspaper and magazine companies to organise workshops where the methodology is presented to teachers. Many of these workshops are partly sponsored by companies.(see Appendix 5)
The results of these workshops, and of the advice given to print companies, has been very encouraging. As far as newspapers are concerned, of the 30 major urban dailies and weeklies, over 20 of them have launched formal NIE projects and several others are planning to do so. A notable success story is the Sunday Times "ReadRIGHT" supplement which last year won the World Young Reader Award for the project which did the most to promote reading in the world. The Sowetan’s nation building project and educational supplements have been extremely successful.
Independent Newspapers has played an important role in training teachers and providing previously disadvantaged schools with free newspapers. Prominent Afrikaans newspapers like Die Burger and Beeld have expanded on their already successful NIE projects. In the Eastern Cape The Evening Post and Daily Dispatch have committed themselves to exciting long-term programmes. Other newspapers like the Diamond Fields Advertiser, Mail and Guardian, Pretoria News, City Press and Natal Witness are performing sterling NIE work.
One of the most exciting NIE developments in South Africa has been the growth in NIE projects amongst Community Newspapers countrywide. Some two years ago two of these newspapers were running viable NIE projects and now the number has grown to 14 and several more are eager to begin projects.
Magazines have also played a valuable role in promoting education and schools have used a range of titles to promote the new curriculum. However, there is still vast potential to expand on magazine-in-education activities.
The PMIE Division has, in partnership with the Media in Education Trust, produced a number of excellent teacher guides to demonstrate to teachers how newspapers and magazines can be used to promote Curriculum 2005.
The first two guides cover the Foundation and Intermediate Phases while the third one entitled "Ready to Read" is suitable for Grades 0 and 1.
Many teachers in South Africa have already used the first two guides while "Ready to Read" has just been developed and will be available soon. (see Appendices 6,7 and 8)
The Reading Passport, developed by a Dutch expert, is the most successful NIE project launched worldwide. Print Media SA has bought the rights to adapt it so the South African context and a number of newspapers have already piloted the project.
The CV Passport, aimed at Grades 11 and 12, prepares learners for the world of work and has been made available to newspaper companies.
We have been collaborating with book publishers in various projects, the most important being to supply poorly resourced schools with sponsored packs of reading materials. The project was successfully piloted in KwaZulu-Natal last year and is being expanded in 2000.
We are committed to promoting democratic values and are working on partnership with newspapers and the MIE Trust to pilot projects in schools. The results of this pilot project will be presented at the International NIE Conference in South Africa in 2001.
Most newspaper companies in South Africa have appointed their own co-ordinators to drive education projects. The PMIE Division devotes a great deal of time to advising co-ordinators on recent educational trends and on good NIE ideas from overseas which could be adapted to suit South African conditions and circumstances. Magazine companies, which generally do not have dedicated co-ordinators to drive projects, are also included in guidance and training.
In addition to frequent seminars and workshops, an annual conference for newspaper and magazine PMIE people is organized where new ideas are presented and networking occurs. South Africa has been accorded the honour of hosting the 4th International NIE Conference in September 2001. It is expected that delegates from over 30 countries will attend the conference in Cape Town.
We work with a number of departments, organizations, institutions and NGOs to promote print media in education. Over the past few years we have worked closely with the Media in Education Trust on a number of initiatives. We also have established good relations with READ, Project Literacy, the Institute for the Advancement of Journalism, Joint Education Trust, UNESCO, WAN and tertiary institutions. (see Appendix 10)
We also liaise closely with the Department of National Education and with Provincial Education Departments. Many officials from Provincial Education Departments have attended our teacher workshops and given invaluable support to these initiatives. We have recently established closer relations with Mondi and Sappi and hope to work together with them on various educational initiatives.
Print Media SA has established a unit to facilitate the growth of economically sustainable emerging print media enterprises. The intention is that once these new enterprises are up and running the PMIE Division will help them launch viable education projects. Initial planning has taken place and projects should start early in 2001.
In 1998, an African NIE Conference, attended by 7 countries, was held in Durban to spread print media-in-education initiatives across the continent. This was highly successful and since that time several of these countries, notably Ghana, Kenya and Uganda have embarked on NIE projects. It is expected that delegates from a good number of African countries will attend the International NIE Conference in Cape Town next year.
Print Media has reacted positively to the potential threat posed by the recent revolution in technology by working together with the electronic media. Major media corporates in South Africa are investing millions of rands in spreads of linked media including TV and radio broadcasting, Internet services and telecommunications networks. Times Media (TML) and Nasionale Pers (Naspers), established print publishers have invested in Internet publishing. TML launched I-Net Bridge as a business information service and Naspers established the 24.com website.
After initial fears posed by the spread of electronic media, we now believe that print media can derive important spin-offs from the transient nature of electronic systems. It is clear that newspapers and magazines are as much part of the post-modern media mix as TV and mobile phones. Print back-up is needed for television and radio educational programmes so that learners can study the material at a later stage. Print is drawing people to the Internet and vice versa.
Print Media SA belongs to the World Association of Newspapers (WAN) and PMIE Manager, Jeff Mathews is a member of the International NIE Committee. He attends committee meetings in Paris once a year and has established links with many of the 38 countries which have formal NIE programmes in place. Last year a prominent WAN member, who was responsible for introducing the NIE concept to South Africa in the early 1990’s, rated our programmes in the top ten in the world! Many useful print media in education ideas have been gleaned from the success of projects in "developed" and "developing" countries and adapted to suit the South African scenario.
Our newsletter which contains news and ideas from overseas and in South Africa, has proved a valuable source of information for PMIE co-ordinators, government departments, NGOs, newspaper and magazine editors and marketers, and teachers. Copies are also posted to relevant people and institutions overseas.
6. THE ROAD AHEAD
We intend to work closely with our partners in promoting the laudable initiative to declare 2001 the "Year of the Reader" in South Africa. Our newspaper and magazines members have already been informed of the government’s initiative to focus on reading and will support the initiative.
We are hosting the International NIE Conference in Cape Town from 16 to 18 September 2001. The theme of the conference is "Readers: The New Generation", which ties in well with the national focus on reading next year.
We are working with the Media in Education Trust and a host of other partners on a pilot project in KwaZulu-Natal to improve the distribution of a wide range of printed materials to schools in that province. If this is successful it will serve as a model for other provinces.
We will continue to produce guidebooks and resources which teachers can use to promote the new curriculum. We have plans to produce the following:
Learning through : Sport
" : Environment
" : Advertising
We intend to expand on our project to provide packs of guidebooks and reading materials to previously disadvantaged schools. The success of this project depends on the amount of sponsorships we can obtain from donors.
The success of the PMIE Division depends to a large extent on the willingness of newspaper and magazines companies to invest in relevant projects. Currently millions of rands are invested by our members in a great number of projects ranging from workshops for teachers to exciting competitions, supplements, articles and printed guides. We will continue to persuade our members that these projects are not only good for the future of our country but for their publications too.
Jeff Mathews (Dr)
Manager: PMIE Division
September 2000
[PMG Ed. Note: Appendices not included]