Davos – Twenty-two years after the dawn of democracy, South Africa is now a respected member of the international community, says Communications Minister Faith Muthambi.
“Our reputation at home and internationally was in tatters, but the birth of our democracy in 1994 changed all this. It ushered in an era where for the first time government was fully accountable to the public.
“South Africa is now a respected member of the international community and our relations are stronger than ever before. We understand that our own advancement is linked to that of the rest of the continent and the globe,” said the Minister at the World Communication Forum (WCF) in Davos, Switzerland, on Tuesday.
The WCF is an annual event where communication professionals, CEOs, representatives of Ministers and the media participate.
This respected international platform is intended to cover different areas of public affairs, media, digital services, branding and related aspects. As the co-chairperson of the WCF Davos, Minister Muthambi has been invited as a speaker and panellist.
“Freedom of expression became an integral part of our new democratic society. The free and open flow of communication was central in our goal of achieving the vision of a non-racial, non-sexist and prosperous society.
“The communication landscape has been transformed significantly,” she said, at the forum, which is being held under the theme “Who is in charge of communications, identity and trust?”.
Minister Muthambi told delegates that the South African Broadcasting Corporation (SABC) is a public broadcaster with a strong radio and television presence nationally and is the voice for millions of South Africans.
“Given its history as an apartheid mouthpiece prior to 1994, the SABC has placed trust at the centre of its relationship with audiences.
“It continually strives to be the most credible and diverse national media broadcaster. Communication and more specifically public service media must be transparent and work towards the common good.
“The content the SABC generates does more than just entertain - it informs and educates the public and adheres to the highest standard of moral integrity,” she said.
Minister Muthambi reiterated that South Africa’s reputation is now safely guarded.
“The reputation of our country is safely guarded … it is managed at the highest level … we live by the values that define our nation.
“We remain transparent and accountable…we ensure this is reflected in our communication and in doing so, we strengthen the reputation of our country to become more competitive,” she said.
To market and profile of South Africa to the rest of the world, government established Brand South Africa, one of the entities within the Ministry of Communications. It is South Africa’s official marketing agency.
The team at Brand South Africa is responsible for building and managing the country’s domestic and international reputation. It uses the country’s contrasts and diversity in the old and new, traditional and progressive, local and global, urban and rural, art and commerce as a national proposition.
“Through its work, Brand South Africa creates a positive and unified image of South Africa. One that helps to build pride; promotes investment and tourism and helps new enterprises and job creation.
“Brand South Africa ensures that the diverse interests and stakeholders that make our country great are reflected,” she said. - SAnews.gov.za
