Intellect

Authors:  Hayes Mawindi Mabweazara 
DOI: 10.1386/jams.1.3.449/1

Keywords
Regional identity, ethnic belonging, tabloid journalism, Bulawayo, isiNdebele

Abstract
This article is a qualitative study of the consumption of uMthunywa, a Zimbabwean state-controlled tabloid newspaper. It focuses on its Bulawayo readers, who constitute the bulk of the paper's readership and particularly explores the meanings and relevance of its content to their everyday lives. The study establishes that the paper constitutes a forceful alternative mediated sphere that cements a regional identity and accommodates feelings of belonging among a readership that feels disenfranchised and neglected by the ‘power bloc’. The newspaper has (re) kindled a relationship with readers through its use of the vernacular language, isiNdebele, and the coverage of community issues that resonate with the readers' everyday lives.