Die waardes en kenmerke van die Afrikaanse Christelike tydskrifte Finesse, Lig en Lééf

Abstract

Magazine readers in South Africa have a wide choice: there are more than 188 consumer magazines on the shelf and this gives readers the opportunity to choose what they like. However, there are very few Afrikaans Christian magazines and they have to compete commercially with the other publications. The question that arises is how these magazines manage to maintain a Christian character while at the same time staying competitive. In an attempt to answer this question, this study investigates the covers and contents of Finesse, Lig and Lééf. A literature study was used to determine which features and approaches can be used to make a Christian magazine's agenda (and therefore approach) unique. A qualitative content analysis is used to investigate how the covers and contents of Finesse, Lig and Lééf correlate with what one associates with Christian journalism, and how these magazines differ from one another in this regard. All these findings are compared with the biggest Afrikaans women's magazine, Sarie, to identify correspondences and differences. Semi-structured interviews were also held with the editors of Finesse, Lig and Lééf. Specific directive arguments were formulated about the features of Christian journalism and about agenda setting and the role of magazine covers. These specific directive arguments were used as a guideline in the content analysis. It was found that all four publications in question use well-known personalities (like actresses, singers and sports stars) as cover models. However, there are differences in the way the covers are presented and framed. Lig and Lééf give noticeably more attention to the spiritual lives of their models, and as a result these magazines have clear features that can be associated with Christian journalism. Signs of the so-called "celebrity" culture were particularly evident in the covers and contents of Finesse and Sarie. In summary, it may be argued that Lig and Lééf (which are outspoken Christian publications) strongly display their Christian character. On the other hand, Finesse (who views itself not as a Christian publication but as a lifestyle publication for the Christian woman) less consistently displays a Christian character. There is a strong distinction between Lig and Lééf and the secular Sarie, whereas Finesse displays more correspondences with Sarie.