The new Department of Communications (DOC) - which will be a month old tomorrow - will not be an agent of propaganda for the state, but will aim to foster a good relationship with the media and get "the good stories that are not being told" out there.
This is according to newly-elected minister of communications, former Makhado municipal manager Faith Muthambi, who briefed the media in Parliament in Cape Town this morning, proclaiming: "We as government are readying ourselves to implement an information revolution."
President Jacob Zuma announced on 25 May that the former communications ministry would be split in two; the Department of Telecommunications and Postal Services under former spy boss Siyabonga Cwele and the DOC under Muthambi. The latter will take under its wing the Independent Communications Authority of SA, the SA Broadcasting Corporation (SABC), Government Communications and Information System, Brand SA, and the Media Development and Diversity Agency (MDDA).
The role of each of these entities remains unclear and the move has not been taken well by the industry, which has raised concerns about the disruption the split would cause to an already precarious department. Many have disparagingly dubbed the new DOC the "Department of Propaganda". However, Muthambi says "there is no such thing".
Simplifying communication
Relating a "glimpse into some of the highlights of the programme of the action of government" Muthambi skimmed over seven issues the DOC in its new capacity would be overseeing, but said details would appear in the budget votes that are planned to take place over the next few weeks.
Three cardinal principles will guide the DOC going forward, she said, "accessibility of information through our professional army of public sector communicators at all levels of government, simplification of our communications to reach all our people, [and] finally, a culture of mutual respect between the state and the media".
Muthambi said simplification of communication to the end of reaching the nation will be one of her biggest challenges as head of the DOC - but brushed off the expansion and use of ICT in this ambition, focusing rather on the use of newspapers.
"I will be the happiest person if we can have a situation where every South African is informed about what government is doing. There are people out there doing good, but the story is not being told. There are people in villages with no Internet and we have areas that don't even have access to radio - we all know we still have this situation."
Using "the revolution print media", Muthambi said her department would ensure the ideal of freedom from poverty happens faster by placing "crucial information in the hand of every citizen".
Action points
The minister made seven "announcements" in her address this morning.
1. Over the next few weeks, the DOC will be "traversing the length and breadth of our country" to listen to stakeholders about how the current landscape can be changed. "Through our Information for Empowerment Dialogues, we will focus on the question of media diversity and transformation of the media in general as well as exchange ideas about how to attend to some of the challenges in this industry."
2. The minister will establish a National Communications Task Team to advise her on the most effective way to integrate the functions that have been assigned to her ministry.
3. A new SABC CEO will be appointed in three months.
4. Muthambi has instructed that a process of the merger of MDDA and Universal Service and Access Agency of SA should commence without delay. The deputy minister of communications (Stella Ndabeni-Abrahams) will lead this process and report to Muthambi regularly.
5. Discussions between the Department of International Relations and Cooperation and the International Division of the Ministry, as well as Brand SA, have commenced to look at how the DOC can raise the level of international marketing. "The image of SA abroad has taken a serious battering in recent times."
6. Muthambi has issued a directive that a programme of action to bring SA "up to speed" to be ready for pronouncement regarding digital migration within 100 days. "We are determined to meet the 2015 digital migration deadline."
7. The DOC will revive the Imbizo programme. "Ahead of Mandela Day on the 18th of July, we will be launching Imbizo Focus week where members of the executive will be going out there to interact with our people across the country."
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