On October 24, 2024, IFAS-Research, will host a one-day workshop that explores the socioeconomic and cultural implications of the evolving digital production landscape. In collaboration with the International Research Networks (IRN) South-Stream, New Directions in Cultural Production and Platforms in South Africa will bring together researchers, industry professionals, and creatives to explore the profound ways technology is reshaping culture in the country.
As streaming platforms, artificial intelligence (AI), and social media revolutionise how content is created and consumed, South Africa finds itself in a moment of rapid technological advancement during a time of economic and cultural transformation. The workshop aims to critically examine these intersections through an interdisciplinary lens, drawing on African cultural studies, political economy, and Black Pan-African studies. Attendees can expect rich discussions about power relations, economic opportunities, and the new narratives emerging from digital media’s ubiquity.
The workshop will begin with an introduction from two of the organisers, Mehita Iqani of Stellenbosch University and Christine Ithurbide from the Centre National de la Recherche Scientifique (CNRS), outlining the day’s discussions. A central theme of the event is how digital platforms – such as streaming services and social media – are contributing to both continuity and change in the South African media landscape. These platforms are not only altering the production and distribution of cultural content but also influencing representations of identity, gender, and Africanness in South Africa.
The day’s first session focuses on streaming platforms and screen culture, and features presentations from academics who explore the complex ways that platforms like Netflix and Showmax are impacting the country’s media environment. Collen Chambwera from Wits Centre for Journalism. This discussion asks the poignant question of whether these platforms are continuing the legacy of the “rainbow nation” or whether they are creating an increasingly fractured picture of South African society.
Adding to the conversation, Nosipho Mngomezulu of the University of the Witwatersrand will delve into the role of social media platforms — particularly TikTok — in reshaping representations of Blackness and relationships in South Africa. Her presentation, titled Tik Talking Black: Umlinganiso of Umjolo, will explore how the rapid rise of TikTok has turned the platform into a cultural hub for young Black South Africans to negotiate their identities, relationships, and social standing. TikTok’s influence, particularly among youth, offers a compelling case for how digital platforms are creating new spaces for cultural production and consumption.
As the morning progresses into the second session, titled New Narratives in Cultural Production*, discussions will shift toward how digital platforms are fostering new forms of storytelling. One highlight will be a presentation by Mehita Iqani and Fumani Jwara from Stellenbosch University, who will explore the intersection between cultural platforms and creative science communication. This innovative area combines science with storytelling, leveraging the power of digital media to engage wider audiences in scientific discourse.
Rachel Lara van der Merwe from the University of Groningen will also present during this session, discussing how gaming is being used as a medium for constructing and deconstructing national identities in South Africa. Her talk, *Gaming the Nation*, will look at how video games have emerged as a form of cultural production, offering both creators and players a platform to engage with issues of race, nationhood, and identity. As gaming becomes more entrenched in South African culture, its role in shaping social and cultural conversations is growing.
Throughout the workshop, the inclusion of industry professionals will provide a practical lens on these academic discussions. Ntokozo Botjie, Head of Programming at MTV and MTV Base Southern Africa, will participate in a roundtable with Simphiwe Rens from the University of South Africa (UNISA). Their discussion will focus on how digital platforms are being leveraged in the television and music industries, and how global and local media brands are navigating these shifting dynamics. Beth Maaroganye, Senior Marketing Producer at Multichoice, and David Makubyane, Head of Platforms at the South African Broadcasting Corporation (SABC), will reflect on the future of South African media and cultural production in a digital world..
Ikechukwu Obiaya from Pan-Atlantic University in Nigeria will also contribute to the discussion by focusing on Nollywood, Africa’s largest film industry. His talk will explore how Nollywood’s move to digital platforms has introduced new chapters in the industry’s story, changing both the economics of film production and the cultural narratives portrayed on screen. This cross-continental perspective will be invaluable in understanding how digital platforms influence not just South Africa but also other African film industries.
Ultimately, this workshop offers a unique opportunity to explore how digital platforms are reshaping cultural production in South Africa. It brings to the forefront critical questions about representation, inequality, and the future of media. As the country grapples with long-standing socio-economic challenges and seeks to assert its voice on the global cultural stage, this event will provide much-needed insights into how digital tools can be used to foster more equitable and inclusive narratives.
The workshop, which takes place on October 24, 2024, is open to all who are interested in the future of cultural production in South Africa. Registrations are open until October 21, 2024, and those attending will gain not only a better understanding of the challenges and opportunities in this space but also a glimpse into the future of media and culture in a rapidly digitizing world.
