Communication as power in South Africa: the proposed Northern KwaZulu-Natal cableway

Abstract

This study explores the media portrayal of a highly controversial cableway proposed for the Northern Drakensberg, KwaZulu-Natal, South Africa. The project is being driven by the provincial government, specifically, the KwaZulu-Natal Department of Economic Development, Tourism and Environmental Affairs, purportedly to develop tourism in this poor, peripheral mountainous area. The project has been criticized for a weak consultation process, as well as been flagged it as highly problematic in a feasibility report. The proposed site is unsuitable, as it borders a World Heritage Site, is within a culturally sensitive area, and is prone to highly variable weather, including thunderstorms. A mountain user group, an important stakeholder, voiced serious concerns ranging from economic and environmental issues to statutory and political impacts. Despite this, the project has been portrayed in a variety of ways by the media. This study explores this by assessing 40 media articles released by 12 publications and the South African government, between 2012 and 2023. It was determined that these outlets either portrayed the project in a negative, neutral or positive light. That is, three dominant views were presented by the media: pro-environment anti-cableway, pro-development and pro-cableway, and a neutral stance.