Vernacular Fm Radioas A Tool For Communicating Cultural Þÿ V A L U E S : A C A S E O F M U R A N G County, Kenya

ABSTRACT

Currently, numerous FM stations have mushroomed in Kenya, many of them using

vernacular languages in their broadcast. The radio programmes cover a variety of topics

including politics, business, relationships, lifestyle, family, education, environment and

health. However, very few of these programmes specifically tackle issues related to

culture. Limited research has been carried out regarding the place of radio programmes in

transmitting cultural values. Westernization and aping of western ways of life has

resulted in the distortion of cultural values, family breakups, crime, rape within the

family, discord, ethnic animosity and cultural imperialism. In addition, the vernacular FM

radio stations are experiencing scarcity in terms of rich local content because of lack of

recognition and support from the community and the government as a result of

modernity. This study consequently sought to examine FM vernacular radio as a tool for

communicating cultural values to residents of Murang’a County, Kenya. The specific

objectives of this study included; firstly, establishing factors that determine the choice of

vernacular FM radio programmes by residents of Murang’a County, to examine the

perceptions of audiences to presenters of vernacular FM radio programmes on cultural

values, and lastly, determine the efficacy of vernacular FM radio programmes in

disseminating cultural values to audiences. The study employed two theories and a

conceptual framework namely; Uses and Gratification Theory and the Framing Theory.

The research made use of a mixed methods research design. Primary data was obtained

using questionnaires, which were administered to a sample of 250 residents of Murang’a

County and in-depth interviews which were conducted among three (3) radio presenters

of vernacular FM radio programmes selected through purposive sampling. Data collected

was analyzed both quantitatively and qualitatively. Quantitative data was analyzed using

descriptive and inferential statistics and results presented in tables, pie charts, graphs and

percentages followed by discussions. Qualitative data on the other hand, was transcribed,

translated and presented thematically. The study found out that vernacular FM radio

programmes are an effective tool for conveying, maintaining and preserving cultural

values in Murang’a County. This is because the results show that most of the respondents

listen to vernacular FM radio programmes. The study recommends that owners of

vernacular FM radio stations should ensure that programmes aired have cultural values as

part of the content. In addition, presenters of vernacular FM radio programmes should be

knowledgeable in cultural matters of given communities in order to present them

effectively.