The bi-annual journal is expected to fill a gap between media theory and practice as it publishes analytical and reflective content on media practice for those involved in media – as news producers, news consumers and news shapers. It creates the space for reflection, debate, criticism and arguments for media diversity in Southern Africa. Media coverage in Southern Africa has often been seen as single sourced and event driven; based on an hierarchical news structure which privileges particular dominant voices.

The Journal recognizes media diversity as a cornerstone of democracy. It operates from the premise that the absence of a diverse media that is representative of the interests and concerns of all citizens is a threat to the region's democracy and citizen's ability to participate in democratic processes. Contributors to this issue and forthcoming issues are GEMSA members from 12 Southern African countries, but not exclusively.