Media’s Role in Informing Public about Ebola Explored

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Zimbabwean national Ms Sibongile Moyo’s research for her Master of Arts degree involved how the general public understood the eNCA news channel’s coverage of the Ebola outbreak.

Moyo’s aim was to understand the role played by the media in informing the public during the outbreak and to discover whether the public felt they were at risk of contracting the disease and if they identified themselves with African Ebola sufferers.

‘My research uncovered the influence of social and cultural background in decoding media messages. It shows how numerous factors can influence how an audience internalises information and how African media should break away from stereotypical images and employ the use of positive images when reporting on African issues,’ said Moyo.

She believes there is need for African experts to be the voice of the challenges Africans face instead of the media relying on European experts. ‘Africans should also be viewed as intelligent and self-reliant as opposed to the stereotype that suggests Africans are constantly suffering and expecting a helping hand from Europe or America.’

Another finding was that journalists should undergo specific training to equip them with the ‘right knowledge’ to report in a balanced way on issues of health, while relationships and equipping conferences should be put in place to bridge the gap between health institutions and media practitioners.

‘It is my desire that these findings are taken into consideration by other media or communication experts when manufacturing a message for mass consumption,’ said Moyo.

Speaking about her support system, she added, ‘My parents have been so supportive. My mother and father continuously sent me messages of inspiration from beyond the borders while my brothers, Tafadzwa Muronzwa and Nigel, have been cheering me on. It’s not easy being away far from home but I’ve had amazing friends like Sibusiso Mtshede and Sipho Ngwenya who’ve been like family. I’m grateful to my brother, Dr Khumbulani Nkosiyami Moyo, who also played a part in my research.’

Asked about her future plans, she said: ‘The knowledge gained while embarking on this research assisted in developing and enhancing my skills as a communications specialist. I want to put to practise all the knowledge I have acquired in the classroom, and gain more work experience in the field of communication while I embark on a PhD.’

Moyo advised other researchers to work hard. ‘Being critical and analytical will save you a lot of time. Learn to prioritise and get used to the sound of your own applause because your success will be determined by your ability to push forward when everything else is telling you to turn around.’

Melissa Mungroo