Viewpoint: ‘The Gentle Art of Letting the Other Fellow Have Your Own Way’: Viewpoints on a Media Narrative used to Promote the Proposed N2 Toll Road
This viewpoint paper is written in response to a South African National Roads Agency (SANRAL) advertorial published in various South African regional newspapers in February 2004. We highlight the importance of developing ‘media literacy’ – reading skills which enable the critical deconstruction of media texts. We explore, more specifically, the public relations strategies used by large corporations, and the media’s role as disseminators of corporate marketing material. We also look at the relevance in identifying the language and discourse positioning the writer, photographer, reader and their choice representative medium.
The copyright belongs to the Environmental Education Association of Southern Africa (EEASA) under a Creative Commons Attribution license, CC-BY-NC-SA. It is a condition of publication that authors vest copyright in their articles in EEASA. Authors may use the article elsewhere after publication, providing the publishing details are included. More information may be found at https://creativecommons.org/licenses/by-nc-sa/4.0/.