The
Media Development and Diversity Agency’s
(MDDA) first Media Literacy and Culture of Reading
Summit, a programme intended to promote media
awareness, media literacy and the culture of
reading amongst learners, was launched at the
council chambers of the Alfred Nzo District
Municipality, Mount Ayliff in the Eastern Cape
on the 28th and 29th March 2009. Advocate Andre
Gaum, Deputy Minister of Education, MP, and
the keynote speaker at the two-day summit set
the tone of the proceedings with these words;
“The
pervasive nature of mass media in our everyday
lives necessitates the development of skills
that will allow recipients of information to
actively engage meanings and messages so as
to become discerning viewers and even readers
and listeners.”
Adv.
Gaum further commended the MDDA for promoting
media literacy and culture of reading, as he
pointed out that children should be made aware
that they live in a
world
of images, sounds and words, and need to be
educated to become critical and informed users
of the media. He rounded off by encouraging
learners to take an active part in all educational
programmes that come their way.
Learners
from schools of Umzimvubu and Matatiele Municipalities
at the Alfred Nzo District Municipality Council
Chambers, attending the Media Literacy and Culture
of Reading Summit
Mr.
Mtimde, Chief Executive Officer of the MDDA,
explained in his welcome address that; “The
Media Development and Diversity Agency (MDDA)
has a mandate to create an enabling environment
for media development and diversity that is
conducive to public
discourse
and that which reflects the needs and aspirations
of all South Africans. The deficiency of a culture
of reading is a major concern in South African
society and indeed in the Southern African region.
Media education is part of the basic entitlement
of every citizen, in every country in the world,
to freedom of expression and the right to information
and is instrumental in building and sustaining
democracy.”
The
10 schools that were selected to participate
in this summit were 5 from the Umzimvubu and
5 from Matatiele Municipalities. Alfred Nzo
District is an area that was earmarked for the
first summit because it is predominantly rural
with very low levels of literacy amongst learners
and language diversity. The group of 50 learners
and 10 teachers who participated in the summit
stepped up to the challenge and the facilitators
were most impressed with the efforts of the
group throughout the two days training. The
students came up with topics that were of key
interest in their localities.
A
range of issues were also raised for discussion
by the students, teachers and the facilitators,
such as; student pregnancies, drugs in schools,
teachers coming to school drunk, teachers having
sexual relationships with learners and more.
“At
the end of the day, the quality of the learners'
work showed that they had nonetheless still
grasped the main messages and points we'd tried
to convey. A big bonus was the strong presence
and support of the Alfred Nzo community radio
station throughout the workshop. Driving home
at the end of the first day, it was uplifting
to hear the children live on air, talking excitedly
and enthusiastically about everything they'd
just learnt,” commented Ms Lisa Blakeway
one of the facilitators from of NIE (Newspapers
in Education).
The
Executive Mayor of Alfred Nzo District Municipality,
Councillor Gcinikhaya Mpumza outlined the poor
literacy levels in the district. The Speaker,
Councillor Patience Goya expressed excitement
at the opportucnity presented to the Alfred
Nzo District community. Councilor Mnukwa, who
represented Ms Bulelwa Mabhengu, Mayor of Umzimvubu
Municipality, commented that MDDA was taking
a bold stance in fighting the good fight for
literacy, seeing that literacy levels are very
low, especially in Eastern Cape.
“Promoting
the right of freedom of expression and press
and creating an enabling environment for youngsters
to be actively involved in media, can only take
this region forward in social development. This
municipality pledge their full support to MDDA’s
programme
and welcome it. We are very much in support
of growing a culture of reading and producing
of media.” Clr Mnukwa also pointed out
that the infrastructural shortcomings the schools
are facing in the province, such as; access
to information (most rural schools no faxes,
computers, telephones etc), lack of books, transport,
lack of telecommunication infrastructure, lack
of television broadcasting and radio bradcasting
services in some areas, etc, are all limiting
factors that contribute to the low levels of
education and literacy. He urged MDDA to pursue
a sound working relationship with the education
department and to see to it that this programme
should be formally included in the educational
curriculum. He also encouraged local newspapers
to come on board and physically support the
schools in terms of advertising etc. Businesses
and community media houses in the area should
adopt a school and provide guidance and support
to schools, maybe even produce a newsletter
or newspapers aimed at learners in schools around
the area.
Press
Ombudsman, Mr. Joe Tlholoe talked to the learners
about their right to freedom of expression,
what they understood by it and the responsibility
that goes with it. This made it a very interactive
session, with the learners being able to give
their views. He also emphasized the fact that
news must always be Truthful, Accurate, Fair
and
within the correct context. The Press Ombudsman
also assured the learners that;
“The
media was designed to service societies with
information. It must keep communities up to
date, but at the same time should also be accessible
to communities it serves and act as a platform
for them to voice their comments and have their
grievances, if any, heard.”
In
closing, Ms Nomonde Gongxeka, MDDA Board member,
thanked The MDDA and its partners (Alfred Nzo
District Municipality, DoE, DPLG, GCIS, Alfred
Nzo Community Radio, IAJ, Highway Africa, NIE,
ECCF, etc.) as well as the learners, for the
successful launch of the first Media Literacy
and Culture of Reading Summit.
At
the end, Mtimde noted that the Press Ombudsman
comments that “this was a successful programme
and he really appreciated the opportunity.”
The programme was further well covered by the
local media (in particular Alfred Nzo Community
Radio and national media (in particular Umhlobo
Wenene, Bizcommunity). Learners and teachers
were interviewed on radio. The feedback is indeed
positive. Ours task is to take this enthusiasm
further, work towards: -
