Tim Modise Urges Media to Reclaim Cultural Leadership in South Africa

Story by Gofaone Motsamai

Veteran reporter Tim Modise returned to his roots in Mahikeng on 6 October to deliver an inspiring public lecture on the evolving role of broadcast media in shaping South Africa’s cultural identity.

Hosted at North-West University’s (NWU) Mahikeng Campus by Indigenous Language Media in Africa (ILMA) research niche area in partnership with the Tim Modise Foundation, the lecture offered a timely perspective on the power of media particularly how radio and television have influenced cultural expression in the democratic era and what their future responsibilities should be.

It is only fitting that I be here today, where my career took off in 1982 as a presenter on air with Radio Bop,” Modise said “Broadcast media has always been more than a platform for information; it is a cultural force that shapes how we see ourselves and how we connect.”

He traces the historical role of radio as both an educational platform and a unifying force among communities across language groups. “1960s radio stations did not just broadcast,” he added. “They united Setswana speakers of the diaspora Bakgatla, Bahurutshe, Barolong, Bakwena, Batlhaping and addressed us in standard Setswana to teach us about the richness and adaptability of our language. Radio showed us that our languages could express all facets of life from science through sport.

He recalled how, during the apartheid era, radio became a space for political awareness and social dialogue. Programmes engaged audience on issues such as health, labour, and consumer rights, while politically charged music from artists like Fela Kuti and Bob Marley connected local struggles to broader African liberation movements. “Music with identity and consciousness helped us see ourselves beyond narrow cultural lines,” Modise said.

He cautioned that while the liberalisation of the airwaves after 1994 expanded media diversity, it also shifted priorities. “Most new stations broadcast in English and focus on commercial interests. Audiences are defined by spending power, not cultural identity,” he said. “This shift risks weakening the cultural fabric that binds communities.”

He stressed the need for stronger support of community radio and regional television, calling on municipalities to fund local programming as a means to promote civic engagement and cultural preservation. “If even a small percentage of municipal budgets were allocated to community media, we could empower residents with information, build accountability in governance, and create spaces where people understand their roles as citizens,” he said.

He also discussed emerging challenges, including the rise of social media, misinformation and artificial intelligence. “The bigger question is whether our languages and cultural heritage can survive in this new digital landscape,” Tim said. “We must ensure that technology strengthens, rather than erases, our cultural identities.”

Modise concluded his address with a powerful reminder of the media’s crucial role in nation-building. “The media does not just reflect society, it defines it. We must decide what kind of society we want to become.”

His message resonated strongly with ILMA’s vision. “Tim Modise’s lecture is more than a reflection on media history,” said Prof Gilbert Motsaathebe, coordinator of ILMA’s Journalism Sub-programme. “It is a call to rethink how we use broadcasting as a tool for cultural continuity and democratic engagement. His insights challenge us to preserve our languages, shape identity, and empower citizens through media.”