POSICIÓN DE INVERSIÓN INTERNACIONAL (PII)

The invention of radio was a turning point in the history of the media and communication field. Radio has unique characteristics that have enabled it to continue to survive competition from newer technologies like television, the computer, mobile phone and now the internet (Baran, 2000). There is a pool of research which proves that technological convergence has actually enhanced the status of radio as it has managed to be pooled with television, the mobile phone and the internet (Gripsrud, 2002; Myers, 2009). Gripsrud (2002) and Scannell (2001) discuss the Western scenario, where they examine the import of radio (together with other media) as a socialising agent which also helps in identity formation.

Many scholars agree that radio broadcasting is a very crucial constituent in human development as it can enhance the socio-economic welfare of a society (Clare, 2004; Snider, 2005, Scannell, 2007). Fundamentally, radio is used to inform, educate and entertain (Crissell, 1986; Baran, 2000; Williams, 2003). Chignell (2009:155) observes that, “There is plenty of evidence that radio can contribute to improving the health, education and general well-being of people in the poorest parts of the world.” Radio has many qualities which give it advantages over other media and these qualities should be utilised in development programmes. Radio is not only accessible to many people but more importantly it is a highly flexible and sustainable medium of communication (Clarke, 2006).

Sweetman (1997:29) adds another dimension on the benefits of radio to human society when observing that; “The media have the power to shape attitudes, and to instigate change.” This view is consistent with the point already raised that mass media information helps in building an informed citizenry and facilitates the formation of enlightened opinions. This makes radio a special gadget which offers an invaluable service within a community. However, some messages from radio can also be destructive as seen in the Rwandese genocide (Mamdani, 1996; des Forges, 1999; Nyamnjoh, 2005; Dersso, 2008; Kijana, 2012). While the above studies analyse both the positive and negative attributes of radio, this study goes further to interrogate how production is done at a radio station that is specifically mandated to broadcast for minority languages.

When radio was invented, it attracted a lot of attention from users and researchers. Early radio studies were mainly concerned with the effects of radio and not the programmes or their production. Paul Lazersfeld and Theodor Ardono are the first researchers to analyse radio usage and they concluded that the media had effects on the consumers. These Frankfurt scholars assumed that radio, like all media, was very powerful. Through a series of studies like ‘Invasion from Mars’ (Scannell, 2007), they concluded that audiences believed everything they heard on radio. This is an indication that radio is a powerful medium and this warrants the need not only to study its audiences, but production as well as content itself.

Lazersfeld’s work created the foundation to the formulation of an important theory in radio studies. Herta Herzog, who worked with Lazersfeld in Vienna in the 1930s, carried out research on radio and established that women listened to different programmes to satisfy different needs (Scannell, 2007). While her findings lacked vivid empirical research, it became the base on which later gender and media

reception were based. She was the first scholar to research popular radio and its impact on uneducated female audiences. Her studies were informed by psychoanalysis which led her to believe that women resented some programmes because of an inability to interpret them due to lack of adequate education (Scannell, 2007). Moores (1993) investigated radio reception at the invention of radio in the 1920s and 1930s. He traced the reception of the gadget in the home using “oral history research’ and attempted to explore that process between broadcasting’s insertion into the private sphere as an ‘unruly guest’ and its establishment years later, symbolically at least as a good companion to the family members” (Moores, 1993:76). He did it through a series of interviews with old men and women who were active media users when radio first came into the world. Scannell (1996) in Gripsrud (2002: 3) reiterates, “… when radio was first introduced in the 1920s broadcasters thought of themselves precisely as uninvited guests in people’s homes and this had consequences on how programmes were made”. Lazersfeld, Herzog and Moores (1993) belong to the Effects Tradition and all agree that at its invention radio automatically had effects on listeners. Lazersfeld and Herzog carried out their studies in the 1930s, just after the invention of radio. While the above scholars concentrated on early radio and its effects, this study is located in the cultural studies paradigm. It investigates issues and activities involved in the production of radio content.

There is a wealth of literature indicating that radio has continued to be a dominant medium in many parts of the world and many studies have been carried out on radio. Myers (2009) deliberates on the African scenario where radio has continued to be the most widely used medium. In line with Myers view, Teer-Tomaseli (2018:138) comments, “Radio has been the primary mrdium in Africa both historically and in the contemporary period.” Other scholars have also established the eminence of radio in Africa. The studies include radio audiences, content and production (Myres, 2009; Berger, 2009; Bosch, 2011; Mano, 2004, 2005, 2011; Moyo, 2012, 2011; Chuma, 2013 etc.). Radio has continued to be pivotal in human development and it is crucial to interrogate its significance in the growth of small linguistic communities.

Convergence has boosted the attribute of radio as a ‘medium of information and discussion’ (Hendy, 2000:194), as citizens now vigorously contribute in the debates on issues that affect their lives. Myers (2009:6) argues, “…technology is changing fast but seems to be enhancing rather than replacing radio”. Convergence of radio with other technologies like the internet and mobile phones has boosted

the efficacy of radio in Africa. Online radio stations as a form of convergence act as a better platform for a public sphere. Teer-Tomaseli (2018) also talks of how the change in the technical sphere has transformed how the audiences use the media. For her the audience are now ‘prosumers’ as they do not only consume media content but also produce.

However, while convergence has uplifted the capacity of radio, it is pertinent to note that it can only be most effective in urban areas. While listening to radio through mobile phones does augment the public sphere as conceived by Jurgen Habermas, it still has some limitations as it only accommodates the wealthy who can afford mobile smartphones. Furthermore, online radio is not compatible with many parts of Africa where many people are illiterate, poor and live in rural areas, where there is poor connectivity (Mano, 2011; AMB, 2013). The studies by Moyo (2004, 2010, 2012), Mhiripiri (2011), Mabweazara (2011), and Chuma (2013) were done in urban areas where many people can afford sophisticated mobile phones and computers. In rural areas, the use of these gadgets is minimal due to poorly developed infrastructure and poverty (IMPI Report, 2014). All these studies have provided background information for this thesis. They also explain how radio has managed to survive competition and adapt to technological convergence. This study explores how radio as an indispensable medium is used as a communication tool for particular communities in Zimbabwe. Both Moyo (2012) and Chuma (2013) looked at the Zimbabwean situation where radio is commonly used in both urban and rural areas. They also debate on how radio has been converged with other media and how this has enhanced its capabilities.

The above discussion has highlighted the justification of having radio as a significant mass medium and it is therefore appropriate to carry out an institutional analysis of National FM as a radio station that specifically targets a particular group of audiences. It is also crucial to examine the content for some of the linguistic communities. This thesis also interrogates how convergence has affected the business of broadcasting at National FM.