Folk Theatre: a potent vehicle for rural transformation

ABSTRACT

South Africa is faced with water scarcity crisis. In recent years, conservation campaigns have emerged to encourage citizens in developing a social ethic of water conservation essential in creating sustainability of resource use. The conservation campaigns are disseminated using conventional media often with messages couched in English language with the attendant highfalutin jargon which obfuscates and limits reach and effectiveness. To this end, negative attitudes towards water resources persist. Using the parallel mixed methods approach, this paper examines the potency of Folk Theatre in creating awareness about water issues as well as in alleviating and advocating attitudinal and behavioural changes against the backdrop of a worsening water crisis. Based on data on a rural community, Folk Theatre is found to be effective in raising awareness and educating rural folks about water issues and breaking down misconceptions about water conservation. In conclusion, Folk Theatre offers a sustainable alternative approach to communicating water conservation in rural South Africa.

KEYWORDS:

• Indigenous media-based research
• Folk Theatre
• engaging the community in water conservation

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Kevin Uwaecheghi Onyenankeya is a research fellow at North-West University, Mafikeng, South Africa. His research interests include Media and Journalism, Intercultural studies, Development and Health Communication. Prior to his academic career, he had over 18 years’ professional experience including 12 years of active journalism practice spanning business, news reporting and features writing in some of Nigeria’s leading newspapers. His broader research interests are centred on how development communication could contribute to the improvement of pro-environmental behaviour (water conservation), within the context of sustainable natural resource management. Beyond his development communication-related research, he has a growing research interest in film and cultural studies (representations and cultural transmission).

Abiodun Salawu is Professor of Journalism, Communication and Media Studies and Director of the research entity, Indigenous Language Media in Africa (ILMA). He has taught and researched journalism for over two decades in Nigeria and South Africa. Prior to his academic career, he practiced journalism in a number of print media organisations in Nigeria. He has to his credit, scores of scholarly publications in academic journals and books. He has also edited three books and authored one. He is a regular presenter of papers at local and international conferences. He is a co-vice chair of the journalism section of IAMCR and a member of editorial/advisory boards of a number of journals. He is rated by the NRF as an established researcher and he is a member of the Codesria’s College of Senior Academic Mentors.

ORCID

Kevin Onyenankeya http://orcid.org/0000-0001-5814-8823

Abiodun Salawu http://orcid.org/0000-0002-1687-4621