Media

Various researchers have discussed at length the story of Indians migrating to South Africa. There is quite a body of literature tracing the journey of Indians migrating to South Africa through different means. Through the different studies the question of ‘identity’ especially for Indians in South Africa, has been addressed time and again. South African Indian identity is the product of many different factors. Among the various factors that have led to the formation of this South Africa identity, perhaps the most significant is the media. Indians have been influenced with the Indian media, since the beginning of migration as indentured labour. This essay purports to analyze three types of Indian media that have been paramount in shaping Indian diasporic identity in South Africa: print media, especially newspapers; cinema, Bollywood; and social media, including Facebook, Instagram, and YouTube.

Indian Media coverage is dealt in materialistic perspective due to various reasons. Content, coverage style, presentation and portrayal all are affected by contemporary 'peg' of pulling audience in to the content. Media ignores humanitarian approach in different walk of media activities. They gather and present information without keeping in mind the ethico-legal and sociocultural aspects of affected parties. 'Journalistic sense' and 'news value' are examined on the basis of materialistic approach of media management. Requisite of the content is superseded by wow factor of the content. In such an environment spiritual media and professionals with spiritual understanding may provide a solution to the problem. This paper suggests the spiritual media as only alternative.