The Shibobos, Dadas, and Dummies: A Reflection on Cultural Nuances, Race, and Gender in Sports and Entertainment Radio Broadcasting

This chapter discusses the cultural nuances, race, and gender issues that shaped the public discourse and the evolution of sportstainment language brought about by presenters and DJs in South African radio broadcasting services. These reflections are intergenerational and offer audio archival tempos of cultural sound waves by the respective presenters. In equalising these soundbars, the study has selected a few legendary presenters from amongst many talented South Africans. Using an audio lens for both commercial and public broadcaster environments, the paper weaves in the conspicuous racial and gender nuances that formed part of broadcasting history’s development. Radio presenters have, throughout their careers, demonstrated the ability to create new words that remain with listeners and as alluded in the title of this chapter, this is one aspect of history that this chapter considers in light of sports and entertainment radio broadcasting. This research was made possible by NIHSS Funding.