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Transcript of Community Radio Study
Effectiveness of Community Radio in Addressing Social Issues
Confronting the Society in Tanzania
A Limited Study to Sengerema Radio
Denis Mpagaze
Assistant Lecture in Media Ethics, Conflict Resolution and Communication
Theories
1
CHAPTER ONE
1.0. Introduction
It is unquestionable truth that local commercial radio stations, television and
newspapers in Tanzania flash news and information that often mean little to
people living in rural and poor urban ghettos. Social services such as
education, health, agriculture and politics to them are worse. Their children
are stunted by malnutrition, education system keeps on oppressing them and
agricultural which is the backbone of Tanzanians is doing badly. Worse, media
do not see any obligation to reach or write or broadcast about these rural and
ghetto areas, unless there is a serious case of rape or witchcraft.
The problem is that all outstanding journalists and big media institutions are
located in big cities of Dar es Salaam, Mwanza and Arusha assuming colonial
legacy- The legacy which reinforces top down communication approach that
forces people to consume information out of their interests. During
colonialism all means of production were urban based and they were used to
disseminate the interest of settlers (Surmer, 1998). The result of journalists
being conglomerated in urban areas is to assume the mercenaries of
politicians and rich guys. To assume these roles some journalists see nothing
wrong to rape their professional standard and resort in cooking stories. The
most remarkable incident was in March 2008, when Mtanzania Jumapili
reported a cooked story that Edward Lowassa on return to his Monduli
constituency addressed a public rally of 10,000 people and that his entourage
involved 400 cars. But those who were at Monduli on that day say, the
entourage involved around 80 cars (Kilimwiko, 2009, p.37).
2
Alternatively, leading scholars in journalism and mass communication such as
Francis Kasoma, Alumuku and Robert White argue that in order to extend
participation in the society we need community radio stations. Community
radio remains to be the right participatory and democratic medium of
communication capable of initiating dialogue and stimulating critical thinking
at the grass root. It is medium of the people in whom community speaks to
itself as well as the rest of the world. Community radio plays a central role in
community development. To play this role they used to provide quality
programmes to ensure continued audience and support from the community
(Alumuku, 2006). Radio programmes on political themes often seek to
motivate people to national patriotism, progammes about environment seek
to motivate people to became more conscious of their ecology and religious
programmes seeks to inspire hope, love of neighbors or to find inner peace.
Community radio aspires to achieve the ideal of changing the local community
to a caring community and a better place to live in. this has potential to
increase awareness among audience to participate actively in their social
economic and cultural development. It aims at improving the leaving
standards of people and financing solution to their local problem (Alumuku
2006). Community radio can help people discover weal resources including
people’s culture, nature history, institutions, activities and commodities. Such
discovery usually happens through various programmes focusing on history,
culture and nature in the community, hosted by experts (Osukule, 2005).
Community radio has specific objective which is to promote people's agenda;
first local knowledge on culture, human rights and social justice, environment
3
issues and community problems as well as issues related to development,
farm news, weather, information about social activities and services available
to audience for development of skills, how mothers can prepare more
nutrition’s meals for their families, farms on how to plant better crops and
how to choose better seeds for better harvest. Bates (1984) argues that it is
confirmed that radio has great potentiality for development especially for
many low-income countries among people who are physically isolated,
illiterate and poor to improve the lives of the people
1.2. Historical Background of Community Radio in Tanzania
Community radio stations in Tanzania came into existence after the
introduction of liberalization policy of 1990s. Among other things, the policy
allowed the private ownership of the media enabling media in Tanzania to
graduate from singing the songs of Nyerere's ideology of ujamaa. The country
witnessed the first community radio stations such as Fadeco Community
Radio in Karagwe, Orkonerei Community Radio in Simanjiro and Sengerema
Community Radio in Mwanza. Currently there are dozens of community radio
stations at list in every corner of the country.
1.3. Sengerema Community Radio
Sengerema Community Radio is the results of the projects of Sengerema
multipurpose community Telecentre which was established January 2001 to
enable communities of Sengerema get suitable information about agriculture,
fisheries, business and educational for societal development. The station aims
at dissemination of information which is important for enlightening
communities about what is happening around and enable them to share
knowledge and entertainment. The radio came into operation by July 2003
4
with major marginalized and voiceless (women, children, disabled and aged
citizens) as main audience of the station.
1.4. Statement of the problem
One of the biggest communication problems in Tanzania is lack of information
reaching rural and poor urban communities. Newspapers, and magazines are
expensive and reach mainly urban elites, radio, which is mostly music and
advertising, provides little news and useful information on social issues.
Community radio is therefore remaining to be effective channel for the poor
and marginalized Tanzanians because community radio has a high level of
people’s participation, both in management and program production aspects.
White (2011) has shown how Radio Ada in Ghana helped people solve many
of local economic, health and development problems at relatively low cost.
This study sought therefore to assess the effectiveness of Radio Sengerema in
addressing social issues.
1.5. Main objective
The main objective of this study is to assess the effectiveness of community
radio in addressing social issues confronting the community.
1.6 Specific objectives
1. To determine types of social issues often get air time in Radio Sengerema.
2. To explore community’s perception of how Radio Sengerema report
societal issues confronting their society
3. To find out if Radio Sengerema gives forum to the people about issues
confronting the society
5
1.7 Limitation of the study
During data collection, the researcher faced language barrier because some
people spoke only Sukuma, however the researcher had to hire a translator.
Roads to rural Sengerema where the majority of citizens live are impassable,
so it took much of the time to reach from one place to another using bodaboda
transport.
1.10. Significance of the study
This study is of its kind because it reports the empirical findings on how the
community radio is successful in addressing the issues confronting the
society.
1.11. Definition of key terms
Boda-boda is a term commonly used among Tanzanians to refer to
motorcycle taxi.
Social issues are issues which relate to people's personal lives and
interactions such as, poverty, health care, crime, housing, education, law,
abortion, suicide and assisted suicide, illegal immigration, genital mutilation,
corporal punishment, alcoholism and drug abuse.
6
CHAPTER TWO
Literature Review
2.0. Introduction
The major argument of this study is that mainstream media have failed to
respond to people’s problems therefore community Radio remains the only
tool that can enable the poor get relevant information to make their lives
reality. This chapter reviews some literatures to show what makes community
radio effectives to the community and it is divided into four major parts;
theoretical argument, theoretical framework and empirical literature review.
2.1. Theoretical Argument
Community radio goes by many names. In Latin America it is known as
popular or educational radio; in Africa it is known as rural or bush radio; in
other parts of Europe it is known as force or association radio (Jankowski,
2002, p.6). Tabing (2002) argues that community radio station is one that is
operated in the community, for the community, about the community and by
the community. The community can be territorial or geographical - a
township, village, district or island. It can also be a group of people with
common interests, who are not necessarily living in one defined territory. For
example community of youth who listen to bongo flavor are scattered all over
the country.
Community radio aims not only to participate in the life of the community, but
also to allow the community to participate in the life of the station. This
participation can take place at the level of ownership, programming,
management, direction and financing (Girard, 1992 in Jankowski, 2002, p.7).
7
The community should participate actively in programming and management
because a fundamental characteristic of community radio is the involvement
and participation of the communities that are served by specific stations
(Bailey, Cammaerts, & Carpentier, 2007; Bosch, 2003; Teer-Tomaselli, 2001 as
quoted from Manyozo, 2004, p.3). The Ghana Community Radio Network
observes that community radio should have “strong linkages” to its communi-
ties, which are specific and marginalized. Unlike public and commercial
broadcasters, community radio has the mandate of intervening in the self-
development initiatives of its community; has the mandate of involving
communities in program making; and is mandated to remain politically
neutral and nonprofit oriented (Manyozo, 2004, p.3).
2.1.1. Village square role of community radio
The community radio station can be compared to a village square or central
meeting in which people gather together and discuss issues that confront their
lives (Kasoma, 2002). The culture of individuals coming together is purely
African ways of living in which individual is no body when alone and is a
human being when with others. It is important to remember that in our
community set up, issues affecting life are approached communally (Kasoma,
2002). Moemeka (1997) argues that in Africa individuals exist first to serve
the community and second to benefit themselves through such communal
services guided by the dictum ‘I am because we are’. The value of such
communalistic principle lies in the unity that it sustains. When people are
bonded with one another in the name of their community they are usually
willing to make tangible and intangible sacrifices for one another (Moemeka,
8
1997). Making positive contributions to the community earns one respect and
the blessings of the elderly and community leaders.
2.1.2. Community radio for community information needs.
Information needs of health, economic, agriculture, business and religion
should come to people through community radio stations. The people within
the community need this information in order to be able to relate to the
changing conditions in the environment and attain intelligent decisions. The
news should be more localized and therefore, more relevant and useful than
that broadcast from other radio stations, particularly those purporting to
serve the whole nation. The station should try to get a local angle to it, thereby
making it more relevant to the local situation (Kasoma, 2002). The national
news on community radio is carefully selected for its relevance to the issues of
that community and those responsible for news programs try to explain how
national news will affect the community (White, 2011). In doing this journalist
should report as participant of the community guided by journalism of
attachment model.
2.1.2 Three major attributes of community radio broadcaster
The first characteristic of community radio broadcaster should be a person
who demands a democratic public because the foundation of all ethics of
public communication is that habit of working to create a participatory
collective decision-making process in the community ( White, 1995). Since
community radio journalists are closer to the community it remains their role
to foster democracy. They have to listen to the needs of the majority members
of the community in reporting and analyzing the problems confronting the
society. A broadcaster is supposed to be a friend of all people in the
9
community in such a way any members of the community should be able to
easily relate to him or her. This enables him or her get feedback on programs
from a wide spectrum of people and its is through this feedback that would
enable the station to adjust its programming to suit the requirements of the
people (Ksoma, 2002, p.180). Therefore obligation of promoting a democratic
society measured in terms of justice, and respect for human rights remain to
be major attribute of community radio journalist.
Secondly, community radio broadcaster should be a person who takes the
initiative to speak out on public issues. Journalists voluntarily assume an even
greater responsibility to continually evaluate the quality of human life in a
community and make known to the public the deficiencies observed. White
(1995) argues that if a journalist becomes aware of the violation of human
rights in a society and consciously avoids the assumed duty to inform the
public of these violation, then we may rightly accuse such a professional of
moral negligence because people want to know whether something has
happened that will affect their lives, their families, their jobs and the well-
being of the community as a whole. Although not officially recognized the
journalists should assume the role of public representative, because without
journalist the government cannot know how its people live, their needs and
priorities. A good story should come from slums.
Lastly, attribute of community radio broadcaster is to reinforce and enhance
participation because participation is the key element of awakening people’s
desire to assess their problems critically, to ask why these problems occur and
how to overcome them, using their own wisdom, experiences, and knowledge
10
(Mkonza, 2004, p.116). This kind of communicator is the basis and essence of
development.
2.2. Theoretical Framework
This study is guided by, people centered theory, and monitorial role theory of
media in democratic society.
2.2.1. People centered model
The root of this theory goes back to the concept of democratic model where
any kind of decision should come be people centered. When contextualizing
this model into journalism, community radio should act as a center for
people's discussions. To be able to do this journalists practice embedded
journalism or journalism of attachment-a kind of journalism which needs
journalists to report as participants and not as observers. Journalists are free
to abandon tenets of objectivity in reporting because journalists guided by
objectivity hardly get to the root of news to tell people the issues behind the
speeches they are reporting and how these issues affect their lives rather they
will keep on balancing stories from elites and rich guys. The tale of Kasoma
(2002, pp.176-177) describes the kasumba of objectivity oriented journalism
which actually is bad.
A president from one of a neighboring country (...) was officially opening a new clinic in a rural area close to the capital city. Journalists from both government and private media accompanied the president to cover the event. All of them (...) merely reported the speech of the President. The following morning, the President summoned all the reporters who covered the event (...) told them that they had not done a good job because they had not reported about the people’s efforts to build the self-help clinic.
11
The concern of the president is that most of mainstream journalists are not
people centered something which is bad. Community radio station there
needs to abandon this culture and establish the culture of going to people and
report what they have. Kasoma says that after summon the president ordered
them to go back and get the story of how the people had initiated and
completed the project on their own with little help from government. The
reporters, as expected, obliged and got the ‘real’ story behind the clinic. It was
a fantastic story that told of how the people had come together and decided
that they needed a clinic and since the government was unable to provide
them one, they would themselves build. Every member of the community
contributed money, labor or both towards the building of the clinic which was
completed in a record time of two months.
Basing on people centered model the culture should remain for journalist to
go to the silence and say something. Ogonga and White (2008) argue that
good stories are found in asylum where the majority of the voiceless are
found.
2.2.2. Monitorial Role
Monitorial role theory goes back to surveillance role of the media developed
by Harold Lasswell (1948) to refer to the process of observing an extended
environment for relevant information about events, conditions, trends and
threats (Christians, et al, 2009). It is the negative translation of the word
"surveillance" as "spying" that forced superstars in media studies, Clifford
Christians, Theodore Glasses, Denis McQuail, Kaarle Nordenstreng and Robert
White to opt for more general and neutral term "monitorial". They say that
12
the term monitorial emphasizes the open character of the activity and its
intention to benefit the receiver of information rather than the agent of
information or control (p. 139). Under monitorial framework journalists act
as double agents of communication, serving their sources as well meeting the
informational needs of the public. This involvement intends to provide
sources with feedback about public response, which also serves as a guide for
the media organization in its decisions about news priorities.
The point of departure in this theory is that community journalists should act
as a link between community larders and the public but also as involving
various degrees and kinds of engagement or neutrality. These could range
from the role of informer and educator of the public to the role of advocate of
policy, as well as critic. The journalist is assumed to have a personal stake in
the process of information collection, interpretation and dissemination
because is also a member of the community. They should not report as
spectators but as full participants. The facts should never speak for
themselves rather they must be selected, organized, linked together, and given
a meaning. Journalists have the task of providing analysis and interpretation
of events and opinions in a balanced and judicious manner (Hcristians, et al,
2009, 145).
2.2.3. The participant media theory
Community participation is an inherent feature in a democracy, but the ever-
emphases and over centralization of the mass society tends to inhibit
individuals and minorities from realistic opportunities for participation in the
area of mass communication. The theory was developed in reaction to existing
13
theories such as normative theories which rarely took into account the
development of new media and the rise of large media organization (Fourie,
2001). The theory is primarily a reaction to the trends towards
commercialization in public broadcasting (Roelofse, 1997). The theory
advocates for the promotion of media development towards the direct and
active participation of communities in publications and narrows casting as
opposed to broadcasting. The participant media theory is characterized by the
establishment of more local interactive among the people. The democratic
participant model incorporates the local communities which are usually not
reached by the mainstream centralized media. It lays emphasis on the local
and subcultures as well as horizontal interaction more than dominant
mainstream media which are usually top down (Kwaramba 2000). In respect
to community radio, this would relate to the centralization and empowerment
aimed at enabling communities to gain and understanding of their situation,
develop confidence and ability to change their lives.
In some radio stations, community members are able to act as reporters, thus
they tend to be more interested in community including people, events
facilities, building, nature and history. Some programs serve to exchange
information about communities and establish connections among or between
communities. Local stores and companies are also important resources in the
community.
2.3. Empirical Literature
Although community radio is a new discipline and no university that teaches
the course in Tanzania, scholars have done commendable job of doing
researches in this field. Mpehongwa (2011) assessed the most significant
14
social change brought about by community radio stations in Tanzania and
reports that that the most significant change brought by community radio
stations were the enhancement of information flow (news and current
affairs). He further reports community radio stations to be most popular
because of addressing people’s concern.
Another recent study on community radio is on The role of Community Media
in Tanzania: Challenges and Opportunities for Democratization and National
Development by Lobulu (2009). The study reports that community media are
capable of fostering interest and participation of its target audience regardless
of sex, age group, occupation or level of education. Community media set the
agenda for its audience and are useful as credible sources of information and
education. They also play the vital role of facilitating social change and act as
catalysts for development.
Although the reviewed literatures talk much about community radio station in
Tanzania, no study that has reported whether community radio stations are
effective in addressing social issues confronting the majority Tanzanians who
are found in rural areas. This study sought therefore to fill in this gap.
15
CHAPTER THREE
Methodology
3.0. Introduction
3.1 Research Design
Survey research design was opted to describe systematically the effectiveness
of community radio in addressing social issues confronting the society. It is
through this design the researcher was able to measure community opinions
regarding the kind of information they get from Radio Sengerema. Murray and
Beglar (2009) argue that survey enables the researcher to explore what
people believe about an issue, their emotional reactions to various situations
and their opinion regarding people and events. Through survey design the
researcher explored whether the Radio Sengerema content reflect the reality
in the society, whether radio Sengerema provides forum to the public,
whether the radio journalists are closer to people and whether information
they get from the radio has helped them make improvement in their daily
lives.
3.2 Sampling Technique and Sample size
The researcher used purposive sampling technique to obtain 100 respondents
who often listen to radio Sengerema. The process involved visiting the village
and asking persons who often listen to radio Sengerema as it is especially
important to be clear on informant qualifications when using purposive
sampling (Tongco, 2007).
3.3 Method of data collection
16
The data for this study was collected using questionnaires composed of
attitudinal questions that sought to understand respondents' opinion
regarding the effectiveness of Sengerema radio station in addressing social
issues. To achieve this, the researcher formulated three categories of
questions; likert questions, dichotomous, closed format questions and open
format questions. Accurate
3.3.1. Likert Questions
Likert questions were used to help in ascertaining how respondents are
satisfied with the content from Radio Sengerema.
3.3.2. Dichotomous and Open Format Questions
They are yes and no questions. These questions were used in order to screen
for respondents who would provide there relevance information of the study.
After each dichotomous question there followed open ended question. Open
format questions are those questions that give respondents an opportunity to
express their opinions. In these types of questions, there are no
predetermined set of responses and the person is free to answer whatever
he/she chooses. Through open format questions the researcher got insightful
and unexpected information from respondents.
3.3.2. Closed Format Questions
Under closed format questions the researcher used multiple choice answers to
verify the existing knowledge and frame setting.
3.4 Validity and reliability
17
To ensure reliability of data the researcher pre-tested the questionnaire to
check its appropriateness. The researcher detected some errors, corrected
and were ready for use..
3.5 Data analysis
Data were analyzed using descriptive statistics such percentages.
18
CHAPTE FOUR
DATA ANALYSIS AND INTERPRETATION
4.0 Introduction
This chapter presents and analyses findings from administered
questionnaires and in depth interview
4.1 Presentation of the findings
Out of 100 questionnaires, 84 (84%) were returned and filled in. The majority
of respondents were standard seven and few of them had college education.
This is a reflection that most of the educated people in Tanzania don’t live in
rural areas instead they are accumulated in big cities and town in Dar es
Salaam, Mwanza and Arusha. The significant number of Sengerema people is
the youth below 35. This again is a reflection Tanzania has high population is
the youth. The majority are small scale farmers who produce food
consumption.
4.2. Findings
Results of the study on whether radio Sengerema reports issues of the
people in Sengerema community
As the name “community radio” goes one would expect to see the radio
responds to community needs. To establish this, the researcher explored
whether the programs aired by Radio Sengerema are relevance to the
community needs. The findings on Table 1 conclude that Radio Sengerema
reports issues that are relevance to the community. Out of 84 respondents, 76
responded Yes to the question, “Does Radio Sengerema content reflect the
reality in the society? The frequently information aired by this radio include;
19
death information, news, events, lost relatives, family planning, music, job
opportunities, greetings, religious, agricultural information, trade, sports,
legal information, health, economics, education and pastoralist. Table 4.1 is a
summary of the findings.
Table 1: the relevance of Radio Sengerema content to the society
Question Indicators Responses Percentag
e
Does Radio Sengerema
content reflect the reality in
the society
Yes 76 90.5
No 08 9.5
Total 84 100
But again reporting issues that are relevant to the society would not make
sense if at all issues are out of people's interests. The line of reasoning is that
not all issues relevance to the society can be the priority of many people. The
problem is, some journalists have been reporting issues from the society but
out of community interests. This shows that there is a need of asking the
community themselves to identify their needs. Christians et al (2009) argue
that in order to effectively report issues about the marginalized people,
journalist should act as animator. The animator brings out more clearly the
faint invites the minorities, the poor, and the marginalized who might be less
articulate to comment through letters or interviews, opens up studio debates,
and fosters a general discussion of the issue in the community or region. To
test this aspect, the researcher asked respondents whether they get chance to
air their views through Radio Sengerema. The majority respondents (61)
20
agreed that radio gives them time to air their views regarding anything that
confront their society. Table 4.2, summarizes the findings.
Table: 4.2. Does Radio Sengerema give you space to air your views?
Question Indicators Responses Percentag
e
Do you get a chance to air
your view through Radio
Sengerema?
Yes 61
No 23
Total 84
Further the radio often gives the community space to air their views as shown
in Table 4.3.
Table: 4. 3, How often do people involved in airing their views through
Radio Sengerema?
Statement Indicators Respondents Percentag
e
How often do you get air
time to raise your issue
through radio Sengerema?
Always 45
Very rarely 16
Never 23
Total
Results of whether Radio Sengerema broadcasters have sense of their
clients
21
The major characteristic of any professionals is that sense of love to their
clients. Professionalism--making an oath-like commitment to use the
scientifically based skills for the good of society, for the good of both clients
and colleagues-- has become an integral part of the normative theory of public
communication (Christian, et al, 2009). Likewise professional journalists
should have a sense of love of his clients (audience) and this can be achieved
when a journalist gets closer to the audience. To taste this, the researcher
asked, "Do Radio Sengerema journalists visit the community people
objectively?" The majority of respondents 45 out of 84 said that Radio
Sengerema journalists go to people and listen to their issues and report the
priorities of the society. Table 4 is a summary of the findings.
Table 4: Results showing whether Sengerama radio journalists are
closer to people
Statement Indicators Respondents
Do Radio
Sengerema
journalists visit
the community
people
objectively?
Male
Yes 45
No 40
Total
Further the researcher wanted to know how often do Sengerema Community
Radio journalists go to people. The findings show that 20 respondent said
journalists go to the community everyday, 24 said rarely and the majority 40
said that journalists never go to people. Table 4.6 is a summary of the findings.
22
Table, 4.6: The results showing how often Sengerema journalists visit
the community
Statement Indicators Respondents
How often do
journalists visit
the Sengerema
villages?
Always 20
Rarely 24
Never come 40
Total
Results showing the effectiveness of the information from Radio
Sengerema to the society
Under this category the researcher wanted to understand the importance of
information from Radio Sengerema on the social development such as
farming, livestock keeping, training and employment. By giving platform to
experts and the public at large, the media can influence the government in
selection of priority areas in which the money that would otherwise be used
for repaying the debts be invested so as to enable the poor benefit from the
cancellation. The media could help in the fight against poverty by highlighting
investment opportunities, writing inspirational success stories, and
disseminating information on national strategies in fighting poverty eg
MKUKUTA, influencing policy/decision – making in favor of identified
development strategies, and exposing bad policies, regulations or laws that
would hinder development.
The overall findings on this category show that the information people get
from Radio Sengerema has contributed nothing to social development of
23
individual members of the society. Tables 7, 8, 9 and 10 summarize the
findings from the findings.
The impact Radio Sengerema programs on farming
Farming is the industry in Tanzania which employs about 77 percent of the
population in Tanzania but the findings show that people in Sengerema don’t
see any impact of information from the radio. The majority of respondents
said that they don’t see any improvements in farming. Table 7 is a summary of
the findings.
Table 4.7 Effectiveness of farming information to the people
Kind of information Indicators Response Percent
Has information you
get through radio
Sengerema helped you
to improve farming
To a large extent 5
Somehow 0
To a small extent 2
No improvement 77
Total 84
The impact of Radio Sengerema programs on livestock keeping
Although Tanzania ranks the third position in Africa after Ethiopia and Sudan
in size of cattle population, productivity is relatively low. Livestock production
as a whole contributes 18% of the total gross domestic product (GDP) and
30% of agricultural GDP. The dairy industry contributes 30% of the livestock
GDP, beef contributes 40% and other livestock contribute 30%. Professionals
in the field of mass communication and journalism would argue that the
problem is high because people have no information. But this study shows
24
that people have information but they don’t see the impact of information
from Radio Sengerema on livestock keeping improvement. Table 8 is a
summary of the findings.
Table, 4.7 The impact of Radio Sengerema programs on livestock keeping information to
the community
Has information
you get through
radio Sengerema
helped you to
improve livestock
keeping
Indicator Response Percentag
e
To a large extent 19
Somehow 4
To a small extent 7
No improvement 54
Total 84
The impact of Radio Sengerema programs on trading
Fifty years since independence the business industry is down, poverty is high
and financial institutions are not user fiends to the majority of Tanzania.
Doing business in the country remain very challenging because of poor
infrastructure. Therefore scholars in communication would believe that media
should bring this into discussion for attaining intelligent decisions. But
despite the discussion in such issue being carried out by radio Sengerema the
majority respondents said they don’t see any improvement in trading. Table 4.
9 is a summary of the findings.
The impact of Radio Sengerema programs on trading information to the
community
Kind of Indicators Response Percentag
25
information e
Has information
you get through
radio Sengerema
helped you to
improve trading
To a large extent 24
Somehow 7
To a small extent 6
No improvement 47
Total
The impact of Radio Sengerema programs on employment information
Employment is Tanzania is very disturbing issue because people have no job.
So it is expected that media should inform people on job opportunities and
how to apply, but the findings show that radio Sengerema has not helped on
this area. Table 10 is the summary of the findings.
The impact of Radio Sengerema programs on employment information to the
community
Activity Indicators Response Percentag
e
Has information
you get through
radio Sengerema
helped you to
improve
employment
To a large extent 20
Somehow 5
To a small extent 5
No improvement 42
Total 84
26
Public satisfaction of the content of radio Sengerema
Results showing satisfaction of Sengerema people radio Sengerema
content
Question Indicators Response Percentage
Satisfaction of Sengerema
people on the content of Radio
Sengerema?
Very satisfied 36
Satisfied 9
Normal 28
Dissatisfied 8
Very dissatisfied 1
Total 73
27
CHAPTER FIVE
Discussion
The overall findings of this study show that Radio Sengerema is doing a very
good job of strengthening communication in the community. The public is
given opportunity to decide what kind of information should be aired out,
journalists go to people and develop public forum from the grassroots.
Further, the findings show that people are satisfied with the content from
Radio Sengerema. But something amazing and probably needs more research
is that the majority of respondents said that the information they get from the
station doesn’t move them anywhere. If at one person says is satisfied with
media content and at the same he doesn’t benefit from the content he has
leads to a conclusion that some audiences are passive and if not passive they
don’t trust the media. For example some audience do not value much of the
media believing that mass mediated information in general is incomplete,
slanted or in other ways colored by the intention of communicator (Scheufele,
1999,p. 105). Probably community members in Sengerema might be falling in
this category.
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CHAPTER SIX
Conclusion and Recommendations
The statement that a society with free and independent media people cannot
suffer from hunger has been proved wrong in this study, because people in
Sengerema have a free media which covers issues for the interests of the
society but the society doesn’t see any impact on this. This study is therefore
recommending that
1. Community radio stations should establish regular listening groups that
will be taking people together discuss issues that confront their society.
This method has been used in many countries and has proved
successful. In Canada, for instance, such programs known as radio farm
forum helped people listen, discuss and take collective action.
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Christians, C. and Glasser, L. (2009). Normative Theories of the Media:
Journalism in democratic societies. Urbana and Chicago. University of
Illinois Press
Mpehongwa,G. and Lobulu, W. (2010). Research report by media Council of
Tanzania
Dominick, J.and Wimmer R. (1991)(3rd Ed). Mass Media Research: An
Introduction. Wadsworth: USA
Deobold, B. (1979). (4th Ed). Understanding Education research: An
Introduction
Elliott, J. and Mc Adam, K. (1996). Researching Audiences: A guide to Media
Writing, Ally and Bacon: USA
Hess M. (1988) (3rd Ed) .Sociology acts press: Nairobi
Kombo, D. and Tromp, D. (2006). Proposal and Thesis Writing: An
Introduction. Pauliness Publication: Nairobi
Kothari, C. (2004). Research Methodology: Quantitative and Qualitative. New
Age International (P) Ltd: India
McQuail, D. (1994) (3rd Ed). Mass Communication Theory: An Introduction.
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Franken .R. (2000) .How to design and Evaluate research in Education
30
APPENDIXInstructionDear respondent fill in or tick where appropriate
1. Education level ……………………………………..2. Gender ……………………………………..3. Age ……………………………………..4. Occupation ……………………………………..5. Do you own Radio set?
a. Yesb. No ( )
6. When do you listen to radio Sengerema?a. Whole day b. Morningc. Daytime ( )d. Eveninge. Night time
7. Does the information you get from radio Sengerema reflect your society?
a. Yesb. No ( )
8. Mention the kind of information you hear from radio Sengerema……………………………………………………………………………………………………………………………...
9. How much are you satisfied with content of radio Sengeremaa. Very satisfiedb. Satisfied ( )c. Normald. Dissatisfiede. Very dissatisfied
10. Please briefly explain for your answer (9) above ………………………………………………………………………………………………………………………………………………………………………………
11. Tick in the box below, Has information you get through radio Sengerema helped you to improve the following
Farming To a large extent
Somehow To a small extent
No improvement
Live stock Trade Employment
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Your village
12. Mention other improvement issues you have achieved through the information you get from radio Sengerema ………………………………………………………………………………………………………………………………………………………………………………………………
13. Does radio Sengerema give you space to air your views?a. Yes b. No ( )
14. If yes (no 14 above), how often?a. Always when you have an issueb. Very rarelyc. Never
15. Do journalists of radio Sengerema come to your villages and listen to your problems and report objectively?
a. Yesb. No ( )
16. If yes (No 15 above), how often?a. Alwaysb. Rarelyc. Never come
17. Have you ever aired any issues confronting your society?a. Yes b. No ( )
18. If yes, what was the issue?a. ………………………………………………………………………………………b. If no, why?
………………………………………………………………………………………19. Mention other benefits that you get through radio Sengerema
………………………………………………………………………………………………
20. Which issues do you like Radio Sengerema to report most and Why? ................................................................................................................
21. What changes would you like to be made to Radio Sengerema for it to play a greater role in issues confronting your society?
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