Exploring food waste narratives and perceptions in print media and in the urban community of Makhanda, in the Eastern Cape, South Africa

Dlamini, Zinhle Nkululeko

Title: Exploring food waste narratives and perceptions in print media and in the urban community of Makhanda, in the Eastern Cape, South Africa
Creator: Dlamini, Zinhle Nkululeko
Subject: Food waste South Africa Makhanda
Subject: Agenda-setting theory
Subject: Sociocultural system
Subject: Makhanda (South Africa) Social conditions
Subject: Mass media and public opinion South Africa
Date Issued: 2024-10-11
Date: 2024-10-11
Type: Academic theses
Type: Master's theses
Type: text
Identifier: http://hdl.handle.net/10962/464798
Identifier: vital:76546
Description: Food waste (FW) is a global issue that has gained increasing attention in recent decades. There has been more research to identify the multi-layered causes and effects of this issue. A vast number of studies focus on the quantification of FW, its drivers, and causes. While quantifying the amount of FW being generated is important in revealing the scope of the problem, there are many aspects of FW that are still not as widely covered i.e., the socio-cultural component of FW. This is because first and foremost what is considered food, and what is considered FW is influenced by the sociocultural context in which it is obtained, prepared, and consumed. The socio-cultural context of a society cannot be studied properly without looking at the way the people that practice those specific societal norms and cultural practices think and perceive things. Perceptions are important because sociocultural behaviours and practices tend to be reproduced in correlation to how they are perceived. Thus, if the socio-cultural dimension of FW is to be dissected, one needs to look at the socialisation agents that affect the cultural context. A socialisation agent that has been cited as growing in influence and enjoying unprecedented access in human society is the media. Despite the proven influence of the media on perceptions and behavioural patterns, the sheer volume of studies that look at the linkages between media and topics such as FW is limited. in the context of the Global South, particularly in South Africa. In response to this research gap, I set out to examine the types of narratives and perceptions that print media and media consumers within an urban community have about FW. Since the study is centred around print media perceptions and narratives and those of the community, the study used a mixed-method approach that comprised of a media analysis, one-onone, semi structured interviews, key informant discussions as well as food focus groups. Thirty six respondents were interviewed with semi-structured one on one interviews, a further six respondents were key informants, they too were interviewed with one on one semi-structured interviews. Lastly, 16 were participants in the focus sessions, and each session comprised of 8 randomly selected participants. To procure the FW perceptions and narratives of print media and the people of Makhanda, the study was divided into three phases. Phase one comprised of a print media analysis through an archival media platform of SABINET. Phase two comprised of two food focus group sessions; phase three of the study comprised of the semi-structured interviews with 36 interviewees representing the general public and six with key informants. To make sense of the results obtained from the print media analysis, the study used the agenda setting framework and found that that the representation of FW content in print media was limited. Through the use of thematic analysis, 14 viii FW perceptions and narratives were identified in print media (and perceptions and narratives are used interchangeably, therefore 14 themes equals 14 FW perceptions and narratives). Of these 14 themes there were some that were more frequently presented than others. The most frequently presented perceptions and narratives in print media were the FW and food insecurity/hunger, FW and morality and FW and the economy. The study also found that a bulk of the FW content disseminated by print media belonged to a relatively few publications namely: Cape Argus, The Star, the Mail and Gurdian and the Daily Dispatch. These findings reinforced that FW perceptions and narratives in print media were not only disproportionally represented but were also disseminated by a limited pool of media content creators. The study found that Makhanda respondents used and preferred other media forms outside of print media i.e., radio and television. Respondents maintained that the media form they were the least exposed to and least preferred was print media (newspapers). From the 58 respondents, only seven respondents indicated that they listened to and preferred radio more than any other media form, and only two respondents noted that they read newspapers. In contrast, 24 respondents noted that they preferred and were more exposed to television than any other media form. In addition, respondents noted that they saw and heard a limited amount of FW content on the media that they were most exposed to. Instead, they noted that they were more exposed to content that encouraged them to procure and consume food, such as food advertisements. On average, individuals that were exposed to and preferred radio reported to hearing more FW content as opposed to individuals that preferred television. For instance, from the seven respondents that preferred and were most exposed to radio, four of them noted that they had heard a lot of FW content. While 17 of the 24 respondents that preferred and were most exposed to television, maintained that they did not recall seeing any FW content. The study also found that Makhanda respondents had a number of perceptions and narratives about FW, that were converted into themes using content and thematic analysis. The study found that Makhanda respondents had a total of 15 FW perceptions and narratives. Just like in the media analysis there were some perceptions and narratives that were emphasised and more frequently mentioned than others. The three most dominant themes were: affluence, FW and hunger, and FW and morality. Furthermore, the research also found that the perceptions and narratives of respondents were influenced by a variety of external and internal factors such as socio-economic status/affluence, gender, age, race, and media preference. These factors interacted with each other and varied in their significance from one respondent to the other. By far, the aspect shown to be the most influential in shaping respondents FW perceptions and narratives was affluence. Twentyeight respondents spoke about the economic drawbacks of FW and cited as reason for not engaging viii in FW. In addition to this, there were some respondents that maintained that FW did not occur amongst people who belonged to the lower socio-economic class and that rather, the phenomena were limited to those who were more affluent. In speaking about affluence, respondents e linked FW with other aspects such as race, gender, age, and media preference. For instance, in addition to claiming that FW was only limited to affluent households, other respondents felt that wasting food was a luxury the only white people participated in. Such claims highlight the idea that the sociocultural historical context of South Africa is one that has some influence in the FW perceptions and narratives of Makhanda respondents. The study found that there was little overlap in the types of perceptions and narratives that print media and the Makhanda respondents have about FW. From the 14 and 15 perceptions and narratives found between each realm there were only three thematic overlaps namely: the theme of affluence, morality and FW and food insecurity. This limited overlap of perceptions and narratives suggest that there is a disconnection present between the perceptions and narratives of print media and those that are exhibited by Makhanda respondents.
Description: Thesis (MSc) -- Faculty of Science, Environmental Science, 2024
Format: computer
Format: online resource
Format: application/pdf
Format: 1 online resource (132 pages)
Format: pdf
Publisher: Rhodes University
Publisher: Faculty of Science, Environmental Science
Language: English
Rights: Dlamini, Zinhle Nkululeko
Rights: Use of this resource is governed by the terms and conditions of the Creative Commons "Attribution-NonCommercial-ShareAlike" License (http://creativecommons.org/licenses/by-nc-sa/2.0/)

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