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.

28

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.

29

REFERENCES

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.

Sage Publication: London

Mugenda, O. and Mugenda, A. (1991). Research Methods: Quantitative and

Qualitative Approaches. Acts Press: Nairobi

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

31

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?

32