Beyond Sensation and Sleaze in Urban Settings! H-Metro and the Promotion of Water, Hygiene and Sanitation

Abstract

Tabloids and tabloid journalism are generally considered to be a colloquial type of journalism. They are seen as a contamination of the public sphere by pandering to the lowest common denominator in terms of public taste, simplification of complex issues, de-contextualisation, emotionalism, vulgarity and sensationalism. The controversially acclaimed character of tabloids as a trash and collective demon that contributes little in terms of societal well-being means that its content is generally dismissed as unimportant (Bird, 1992; Sparks, 2000). The launch of English language tabloids, such as H-Metro and B-Metro, by the Zimbabwe Newspapers Group (Zimpapers) in 2009 with the former riding under the catch phrase: ‘Real Life, Real Drama’ introduced audiences to the world of tabloid journalism. Through a content analysis of randomly picked editions of H-Metro and informant interviews with editors, media academics and tabloid readers, this article argues that contrary to the characterisation of tabloids as useless, H-Metro is a key vehicle in sensitising audiences on Water, Sanitation and Hygiene Issues (WASH) issues including the COVID-19 global pandemic in urban areas as it targets ordinary people who are normally excluded by mainstream newspapers and can be a potent force in ensuring healthy and hygienic urban environments.