Audience participation in community radio Programmes: A Case Of Upendo Fm Radio – Eldoret Town

Abstract

Community radio stations are of great significance in Kenya’s media landscape. It is expected that community media should provide opportunities for representation and participation but poor participation strategies by the radio stations alienate the local citizens from significant activities in the radios’ day to day activities. This poses a challenge of developing and maintaining their uniqueness in representation and participation. Upendo FM is a community radio station based in Eldoret town and so, this study probes the level of participation and opportunities that acrue to both audiences and Upendo FM Radio as a result of participation. Therefore the study was carried out on Audience Participation in Community Radio Programmes: A Case of Upendo FM Radio, Eldoret Town. The study was guided by the objectives to: establish programmes in Upendo FM Radio that facilitate audience participation; asses patterns of participation available to listeners to engage with already identified popular shows; analyse the participatory experiences of Upendo FM Radio listeners and what benefits are derived from participation and asses ways in which Upendo FM Radio benefits by interacting with audiences. The study was based on Uses and Gratifications Theory, where listeners enjoyed listening to different programmes for social and psychological needs and Public Sphere Theory that states that democracy in the institutions of the public sphere treat all participants as equals and status is disregarded. The study adopted qualitative research method and employed a case study research design. Study population was 189 participants out of which 36 participants were purposively sampled; one head of radio station, one programme manager, four programme presenters and 30 Fan/Mashabiki club members of Upendo FM. The study sample size was based on information saturation principle and purposive sampling technique was used in selecting the participants. Data were collected using in-depth interviews. Pilot study was used to ensure reliability (trustworthiness) and validity (accuracy) respectively.Then data were thematically analysed; interviews were transcribed and coded, categorized, summarized, interpreted and presented descriptively in relation to the research objectives. The study established that Upendo FM Radio has provided enabling environment and avenues for participation in its programmes such as short messages, social media and call-ins - these, majorly by the relevance of popular programmes; audiences do not participate in programme production, programming or evaluation. However, participation has been viewed to only give feedback during interactive shows; Upendo FM Radio management structure has no option for the commnuity (Mashabiki) to participate and be part of decision making process; employed media professionals ensure quality production excluding community volunteer and, the community does not contribute to funding of the radio as it is funded by the Catholic Diocese. It is recommended that Upendo FM should try to involve the community to be part of radio management board. This will ensure a participatory decision making process on issues such as content generation, programming and evaluation.