Livestock Theft in the Media: Quantitative Reporting Trends Across South African Provinces (April 2018 to March 2025)

Abstract

This study examines how livestock theft – the most common rural crime in South Africa – is portrayed in the media across the nine regions between April 2018 and March 2025. Using quantitative media visibility analysis, it evaluates the alignment between public discourse and criminal prevalence by comparing digital media mentions of ‘stock theft’ and ‘veediefstal’ with official crime statistics. The results show a glaring disparity: while livestock theft remains under-reported in the media, farm murders – an unrelated but more sensational rural crime – receive disproportionate coverage, particularly in Indigenous and Afrikaans-language media. Urban provinces garner the most media attention despite having lower theft rates, underscoring linguistic and infrastructure biases. The increased media references coincide with the National Livestock Theft Prevention Forum (NSTPF) receiving statutory funding in 2022, indicating that institutional involvement can enhance visibility. Using Tabbert’s linguistic framing and Shoemaker and Reese’s news production theory, the study argues that media coverage is manufactured rather than reflective. It concludes that the South African media coverage of livestock theft is skewed by language and geography, sidelining rural communities and distorting public understanding. A more inclusive media is essential to ensure justice, equity and visibility for all.