Les Cahiers de l’IFAS #9: Viewing the new South Africa
Representations of South Africa in Television Commercials.
The essential question “what has really changed for South Africans since 1990?” cannot be answered by merely describing physical and visible changes as these may only touch the surface of society. For a more comprehensive picture which looks at the complexities of change, one has to try and understand how South Africans perceive these changes and on which images of a transforming society do they base their appreciation or not of the current evolutions, and consequently their strategies to adjust such transformations.
Rehana Ebrahim-Vally & Denis-Constant Martin, 2006, Viewing the new South Africa. Representations of South Africa in Television Commercials, Johannesburg, IFAS, Les Cahiers de l’IFAS N°9.