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This study aims to analyse how the media plays its role in the information communications technology (ICT) debate in a developing country context, by way of analysing the media discourse surrounding the South African Broadband Policy.

The study adopts a critical approach and uses critical discourse analysis, employing Habermas's theory of communicative action. Data for the study include the media reports on the South African Broadband Policy.

It is noted that: the media discourse was systematically distorted; the discourse was driven mainly by the government; and many actors were systematically excluded from the discourse, or opted not to engage in the debate. The low‐income category, the very group that should benefit from the policy, was excluded from the debate. The study notes further that the status of key actors in the policy affected the media's perception of the policy.

To increase the chances of success for policy, there is a need to include all stakeholders in the policy debate. This study notes how some actors were left out, and how others opted not to engage in the debate, which points to the need for strategies to promote participation in policy debate. It is noted, too, that the distortions could have resulted from lack of skills in the media, the enhancement of which could address the problem.