An examination of political parody in representing democracy : a case study of Late Nite News with Loyiso Gola

Abstract

This study examines how democracy is represented in Late Nite News with Loyiso Gola (LNN) using two qualitative content analysis methods: the social semiotic approach and thematic analysis. It is based on the assumption that representation in media serves to influence how viewers draw meaning from, and understand the political process and political issues in South Africa. Literature on what constitutes parody, the meaning of representation and democracy, and the functions of the media in a democracy was reviewed. Four media theories which are agenda-setting and priming; framing theory, social responsibility theory and democratic deliberative theory formed the theoretical framework for this study. The qualitative approach using a case study design as well as focus groups proved to be a useful tool for two reasons: it enabled the researcher to penetrate the deeper layers of the messages contained in the text in order to come to an understanding of how LNN represents democracy; and it enabled the researcher to understand how viewers engage with and understand democracy through watching LNN.