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Trusting the messenger: Public and elite confidence in the SA print media

Up to now, debate on the role and place of the media in a democratic South Africa has almost exclusively been conducted at an elite level. Whereas the main arguments are public knowledge, little research has been done to ascertain whether these opinions coincide with that of the broader South African public. The single most pervasive issue in this debate has been the diversification of the media industry and its media content. This article highlights significant differences between opinion-leaders and public opinion on the bona fides of this industry, and its ability to produce a representative product.

Keywords: Democratisation, diversification, government, media, opinion leaders, public opinion, South Africa