ST. AUGUSTINE UNIVERSITY OF TANZANIA

Faculty of Social Sciences and Communication

The role of Community Radio in Promoting Social Development

Case Study: Radio SAUT

Research Paper on Partial Fulfillment of the Requirements for the Award of Bachelor Degree of Art in Mass Communication Submitted to the Department of Journalism and

Mass Communication of SAUT

Lekule Immaculate, A

June, 2013

i

DECLARATION

I, Lekule Immaculate A, I declare that this research paper is my own original work. It has

not been and will not be presented to any other University for the similar award.

Signature____________________

Researcher's name: Lekule Immaculate A.

Signature:____________________

Denis Mpagaze (Research Supervisor)

ii

COPYRIGHT

All rights reserved by the copyright law, no parts of this research paper may be

reproduced, reprinted or stored in any form without the permission from Lekule

Immaculate .

iii

DEDICATION

This work is dedicated to my beloved parents Mr. and Mrs. Andrea P. Mmasai

iv

ACKNOWLEDGEMENT

I would like to thank God for the good health and protection he granted me during

my studies that enabled me to reach the end of my studies at SAUT. I will live to

serve and praise him all the days of my life.

I also thanks go to my Congregation for the granting me studying opportunity to pursue

degree in mass communication. My appreciation is due to my supervisor Mr. Denis

Mpagaze for his tirelessly guidance during my research, he made me work very

hard with love and great patience. Thanks Mr. Mpagaze. May God bless you. Also I

would like to thank Mr. Paul Shukuru for proofreading and editing my work May God

bless you.

v

ABSTRACT

The major objective of this study was to determine the role of media in promoting social

development in Tanzania. Throughout the study the major focus was taken into specific

objectives of the study which were;- to identify social development programs aired by

radio SAUT, to evaluate people’s perception towards Radio SAUT development

programmes, and at last to assess the relevance of Radio SAUT development programs to

the society’s needs.

The study was guided by participant media theory by Fourie (2001) stating that the

community participation is an inherent feature in any democratic nation. Interviews and

questionnaires were used in data collection

Generally the station has emerged as important in social development despites some

critical challenges audience and management.

vi

TABLE OF CONTENTS DECLARATION ............................................................................................................. i COPYRIGHT ................................................................................................................. ii DEDICATION .............................................................................................................. iii ACKNOWLEDGEMENT ............................................................................................. iv ABSTRACT ....................................................................................................................v CHAPTER ONE..............................................................................................................1 Problem Setting ...............................................................................................................1

1.0 Introduction .......................................................................................................1 1.1 Background of the study .........................................................................................1 1.1.1 Historical Background of Radio SAUT ...............................................................2 1.2 Statement of the problem ........................................................................................3 1.3 Research objectives ................................................................................................3 1.4 Research questions. ................................................................................................3 1.5 Significance of the study. .......................................................................................4

CHAPTER TWO .............................................................................................................5 Literature Review ............................................................................................................5

2.0 Introduction ............................................................................................................5 2.1 Theoretical argument ..............................................................................................5 2.2 Theoretical Framework ..........................................................................................7

CHAPTER THREE ....................................................................................................... 10 Research Methodology .................................................................................................. 10

3.0 Introduction .......................................................................................................... 10 3 .1 Research Design .................................................................................................. 10 3.2 Population of the study. ........................................................................................ 10 3.3 Sampling technique and Sample size .................................................................... 10 3.4 Methods for Data Collection................................................................................. 11 3.5 Data analysis ........................................................................................................ 11

CHAPTER FOUR ......................................................................................................... 12 Presentation of Findings ................................................................................................ 12 CHAPTER FIVE ........................................................................................................... 22 Discussion and Conclusion ............................................................................................ 22

vii

REFERENCES .............................................................................................................. 27 APPENDICES ............................................................................................................... 29 APPENDIX ONE .......................................................................................................... 29 Questionnaires to the Audience...................................................................................... 29 APPENDIX TWO ......................................................................................................... 32 Interview guide for managing director of radio SAUT ................................................... 32 APPENDIX THREE...................................................................................................... 33 Interview guide with program producers ........................................................................ 33

1

CHAPTER ONE

Problem Setting

1.0 Introduction

This chapter consists of background of the study, statement of the problem, objectives of

the study, research questions and the significance of the study.

1.1 Background of the study

White (2008) argues that the use of resources to improve health or education facilities

requires a certain community mobilization. This is not without good communication. The

resources available from central government are not used at all or are used badly.

Therefore, according to Benedict Mongula, (2008) mass media has potential role of

informing the public regarding current affairs, and social economic problems, new trends

in developments, demands of the accountability in public services and other stems of

major interest of the citizens so that the public can be able to make intelligent decisions.

For example, Robert White (2008) has argued that the use of resources to improve health

or education facilities requires community mobilization but without good

communication, the resources available from the central government are not used to

benefit the larger public.

Social development can only be enhanced if and only there is strong and free press in a

particular society. It is through media that people organize and develop solidarity and

team work for development and the better off their standards of living.

State of Media in Tanzania

2

The introduction of trade liberalization policies in early 1990 brought about

mushrooming of radio stations and many of them privately owned. With this

mushrooming, Tanzanians have freedom to access every sort of information of their

interests. However, despite of being well informed and taking into consideration that

information is power; the majority of Tanzania is economically poor. Who is to blame?

This study therefore, sought to assess the role of media in promoting social development

in a society. Focusing will be on radio SAUT as a key information provider of Luchelele

people.

1.1.1 Historical Background of Radio SAUT

The origin of radio SAUT goes back to 1998 by the name; Raadio Nyanza FM under

Nyegezi Social Training Institution (NSTI). Robert Otieno Ndong’a is the founder of the

radio. The radio was set up to accomplish the spiritual and secular mission of its owner,

the Tanzania Episcopal conference and to meet the needs (agricultural and fishing) of its

nearby local communities

Its mission and vision

To train professionals broadcast journalist to serve Tanzania, Africa and the world and

large.

Helping listeners to implement the vision of Tanzania and the Church of Africa in

building the City of God.

Following the University vision of building the City of God, radio SAUT tries to be

closer to the community of the marginalized regardless their political and religious

backgrounds.

3

1.2 Statement of the problem

Amartya Seni once said that where there is free and independent media the society cannot

face hunger. It is through media people have the ability to identify the problem and

enable them to make vibrant decisions regarding their wellbeing (Mpagaze 2012). It is

the media which provide an increasingly important means of making their voices heard,

increasingly facilitating horizontal and interpersonal communications and debate and

provide mechanism for formulation of identity and creation of community space. This

study was therefore seeking to determine the role of radio SAUT in promoting social

development.

1.3 Research objectives

1.3.1 Main objective.

To determine the role of media in promoting Social Development in Tanzania with the

reference to Radio SAUT FM

1.3.2 Specific objectives.

1 To identify social development programs aired by radio SAUT.

2 To evaluate people’s perception towards Radio SAUT development programmes.

3 To assess the relevance of Radio SAUT development programs to the society’s

needs.

1.4 Research questions.

1 Are there any social development programs aired by radio SAUT

4

2 What are people’s perceptions toward Radio SAUT development programs?

3 Is there any relevance of radio SAUT development programs to the society’s

needs?

1.5 Significance of the study.

The knowledge obtained in this study will help radio SAUT on how to venture in

their programs for social development for the wellbeing of the community..

5

CHAPTER TWO

Literature Review

2.0 Introduction

This chapter consists of theoretical argument, theoretical framework, and empirical

literature review and knowledge gap.

2.1 Theoretical argument

2.1.1 Understanding community radio

Alumuku (2006) argues that community radio is the 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 which the community speaks to itself as

well as the rest of the world. Community radio plays a central role in community

development.

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 living standards of people and financing solution to their local

problems..

According to Alumuku (2006), community radio emphasis is to facilitate improvement

of people with their achieve participation in the process not as passive listeners but active

participants. It has to promote people’s agenda like local knowledge on culture, human

rights and social justice, environment issues and community problems as well as issues

6

related to development.

Through participatory relationship with the sector that results for promoting public

participation and governance, media can promote social development (Mtimde, 2002).

Since community development is linked to the needs of the people, so it is logical that

development should start with the people. This means community based development,

development initiated by the people and controlled by the people themselves. Community

radio can help people discover well 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 is used to motivate concerns, arousing people to think about and

hopefully, ultimately to on development issues. Radio programs on political themes often

seek to motivate people to national patriotism, programs about environment seek to

motivate people to become more conscious of their ecology and religious programs seeks

to inspire hope, love of neighbors’ or to find inner peace.

Community radio is used to inform the public on local, national news, news on

agriculture, weather, social activities and services available to audience . Community

radio is mandated to educate through progammes on 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.

It is confirmed that radio has great potentiality for development especially for many low-

income people, and those who are physically isolated, illiterate and poor. They provide

7

much evidence that radio can be used in efforts to improve the lives of the people (Bates,

1984)

2.1.2 Community radio for social development

Social development refers to improvement of human life condition of individual and

social levels. The term improvement, in this sense means a positive change for better

social, economic, political, cultural, human and spiritual conditions. According to

Kasoma, (2001) there is no universal path to development, for it must be conceived as

integral, malt dimensional and dialectic process that differ from one society to another.

Development is a many sided process (Melkote and Steeves, 2001).

Development is meaningful when it is experienced from grassroots, and not imposed

from above. The idea and plans for actions have to come out of the community

deliberation. And that is what it means to be self-reliant. This is to avoid a top-down

system of development in favor of down-top mode of development because if respects

people’s ideas and contributions. People know what they need so they have to participate

in development programs.

Regular listening groups are another way of using radio for rural development. This

method has been used in many countries and has proved success. In Canada, for instance,

such programs known as radio farm forum helped people listen, discuss and act.

2.2 Theoretical Framework

This study was guided by participant media theory by Fourie ( 2001). The theory states

that the 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

8

minorities from realistic opportunities for participation in the area of mass

communication. The theory was developed in reaction to existing theories such as

normative theories which rarely took into account the development of new media and the

rise of large media organization

The theory is primarily a reaction to the trends towards commercialization in public

broadcasting. 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 television system and digital villages (Fourie,

2001).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 concretization 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. Example, some stations issue a member card with

which a member is given the privilege of discounts in local stores and companies that

9

cooperate with the radio station.

10

CHAPTER THREE

Research Methodology

3.0 Introduction

The chapter discusses research design, sample size and sampling techniques, data

collection methods and data analysis.

3 .1 Research Design

This study applied triangulation research design in which a survey and a case study are

enjoined. Triangulation design was opted for this study because the study sought to

measure the role of media in promoting social development. Therefore interviews were

conducted in order to understand the role of media in promoting social development.

Also questionnaires were used to measure people’s perception on understanding the role

of media in promoting social development.

3.2 Population of the study.

The target population for the study was all radio SAUT presenters, Director of radio

SAUT and audience around Malimbe areas who have access to radio SAUT

3.3 Sampling technique and Sample size

Kombo & Tromp, (2006) argue that sampling is the process of selecting a number or

individuals or objects from the population such that the selected group contains

representative of the characteristics found in the entire group. Simple random sampling

was used to obtain a total of 50 responses from SAUT FM radio.. Simple random

sampling is the sampling technique which gave equal opportunity to all audience to

11

answer the questions provided by the researcher without any categorization.

3.4 Methods for Data Collection

3.4.1 Interviews

The researcher conducted interview with Director of SAUT FM and three radio

presenters

3.4.2 Questionnaires

The questionnaires were administered to (46) SAUT students who used to listen to SAUT

FM.

3.5 Data analysis

The researcher analyzed qualitative data thematically which employed themes and

quantitative data statistically using tables and percentages to highlight findings from the

field.

.

12

CHAPTER FOUR

Presentation of Findings

4.1 Introduction.

This chapter presents the findings from the field during data collection between October

and November 2012. The study aimed at assessing the Role of community Radio in

promoting social development in Tanzania through programs with focus on Human

Rights program.

4.2 Demographic characteristics

The previous chapter explains about the type of methods used to investigate the study.

The researcher employed qualitative and quantitative approach, questionnaire and

interview. 46 respondents out of 50 were provided with questionnaires while other

four respondents were interviewed

4.3 Age

Years Number Percentage 15 – 25 32 64% 26 – 35 10 20% 36 – 45 6 12% 46 – 66 2 4% 56 – Above 0 0% Total 50 100% Source: Researcher 2013

The table 4.4 indicates that the majority of the respondents are of the age of 15 –

25(64%).

13

Sex Number Percentage Male 17 34% Female 33 66% Total 50 100% Source: Researcher 2013.4.5 listening habits

Respondents Number Percent Yes 38 76% No 12 24% Total 50 100% Source: Researcher 2013.

4.6 type of radio programs.

Name of the programs Response Percentage Jamii na matukio 12 24% Haki za binadamu 19 38% Ijue afya yako 5 10% Michezo 12 24% Ukimwi na maishass 2 4% Total 50 100% Source: Researcher 2013.

4.6 Programs influence

Most of respondents admitted to have been able to understand their rights, duties and how

to take actions when inferred with the same rights. One of the respondents explained the

way they value the radio programs given its importance in society. Apart from being my

course in class, the program keeps on updating me the solution to the challenges of

human rights protection and promotion in Tanzania” she said.

4.7 How do they walk the talk?

They were able to know and follow up issues of election and other related community

and the whole word. Such issues are like environment health, education which has great

14

impact on the development of any society.

However, they complained on the inconsistency of radio programs because of power cut

– off. The other group said of difficult to walk the talk because they tend to very busy all

the time

Program Respondent Present

Nyimbo za dini 9 18%

Wanawake na maendeleo 8 16%

Ijue afya yako 11 22%

Mazingira 12 24%

Michezo 10 20%

Vinginevyo 0 0%

Total 50 100%

Source: Researcher 2013.

When asked about the programs they listen most 19% said they listen church songs, 13%

listened the program women and development 23% listened know your health, 25% liked

listening Environmental program and 21% listened sports.

When they were asked about the problem they encounter when listening to the programs

the responses varied as follows; in language was 0%, frequency 60%, programs lacking

constant 30%, and ignorance 6%. The inconstancy of Radio programs was a problem.

They commented that programs inconstancy does not bring development as one gets

information half way.

15

One presenter said that sometimes the problem of the radio is that they don’t have a

standby technician. The radio is left with students who have no knowledge on how to

solve a problem in case it happened.

Table: 4.8 listening problem

Reasons Respondent Percent

Its Language 2 4%

Its frequency 30 60%

Programs lack constant 15 30%

Ignorance 3 6%

Others 0 0%

Total 50 100%

Source: Researcher 2013.

4.9 Audience challenges

The respond was that the communities around Malimbe are poor and the majorities

depend on one meal per day. One presenter noted that the programs of the radio are not

able to meet the needs of lives of the people. The programs are not researched well as

they lack time and funds to do so. Also there is no team work spirits which make students

get discouraged especially when they need help. The whole system is disorganized and

no one wants to be responsible.

16

Table: 4.10 the role of Radio SAUT

Response Respondent Percentage

Visits audience 17 34%

To better programs 29 58%

Better communication 4 8%2

Total 48 100%

Source: Researcher 2013.

Table 4:10 shows that 34% said they visit the community in order to eliminate the

Malimbe community problems 58% said to better the programs and 8% said to better

communication.

“Programs are not effective as people are not visited and draw materials from their real

lives”. This was the comment from the presenter they copy and pest. Programs should

open the way to participation and people share what exactly they need for their

development.

Table Qualities of a good presenter

Responds Respondent Percentage

Good articulator 12 24%

Welcoming 5 10%

Friendly 4 8%

Flexible 26 52%

Ethical 3 6%

Total 50 100%

Source: Researcher 2013.

17

Table 4.11 Shows that 24% said good articulator 10%, said welcoming presenter,

friendly, 8% flexible they responded 52% and ethically they responded 6%.

A flexible presenter was opting by more respondents with 54.1% and 20.8% for a good

articulator. This shows that flexibility of the presenter helps in adjusting issues.

One presenter said one has to move with time if one wants development and not to stick

on one type of a style.

Table 4.12 How does Radio SAUTI help / serve the marginalized

Responds Respondent Percentage

In communication 8 16%

To bridge them with the government 32 64%

To grow spiritually 6 12%

Entertainment 3 6%

Others 1 2%

None of the above 0 0%

Total 50 100%

Source: Researcher 2013.

Table 4.12 shows that 16% agreed that radio SAUT help people in communication, 64%

said it links them with their government, 12% said it helped them to grow spiritually, 6%

commented that it gives them entertainment and 2% opt for others.

One respondent commented that the radio has clearly helped them understand the issue

ofKilimo Kwanza

18

Data from interview

As the responded to the question asked on the priority goals of development the

managing editor said is to reach to the grass root of the audience. The success of this has

not reached its desired goals due to financial problems. This is together with

transportation, facilities, and too few employees who cannot cover the area in terms of

service. He also said that his strategy is to open the brunches of Radio SAUT in all SAUT

constituent colleges.

He said SAUT FM is as old as the independent of the country. So it has served a lot

dispose the challenges it faces, its fruits are recognized.

He said the radio now has got solar system which will enable to reduce the power cuts.

Replying to the question to how the programs producers implement those programs the

managing director based his answer on the time allocated for each one of these in data

collection and recorded programs. He mentioned the equipments available to make such

objectives a reality such as, a recording studio, production room, and news collection. All

these according to him could help program producers implement the programs aired by

Radio such as Ijue afya yako, Mazingira, Human Right, Chai Yetu, Morning pressure and

Jamii na matukio.

Responding on whether radio SAUT has a policy concerning the production of the radio

programs he said they only abide by communication policies established by Tanzania

Communication Regulation Authority (TCRA) on the other hand as a Catholic Radio

station they also follow the Catholic teachings on matters of faith and social issues.

19

SAUT Human Rights Centre.

The researcher made interview with the director of human right office at SAUT so as to

discover how Human Rights program came about and its objectives and how it

contributes to social development of the community nearby.

He said that the center was established to fight against any killings of red eyes old

women around the lake zone.. This is after seeing that the government was not taking any

responsibility to protect these people.

Also the findings show that the center provide civic education on awareness about human

rights. to the center relies on doing human rights research. For example through research,

they discovered that Mwanza Region is leading in the killings of older women and people

with albinism followed by Shinyanga and Tabora. About 60 old women were liked in

Mwanza between January and August 2009.

Within a period of not more than five years 2585 women were killed in the region of

Tanzania main land.

Further the findings show that the police in Mwanza perceive SAUT Human Rights

Center as a threat because of the education they give to the people. Another challenge is

the power cut off when human rights programs are on air.

The findings also report that SAUT Human Right Program focuses to offer services all

over lake zone regions because without Human Rights other social development issues

cannot take place and without media there is no social development.

Programs on social development

20

This came about through the first specific objective in which the researcher wanted to

identify social Development programs aired by Radio SAUT.

The following are the findings;

Name Program

MSHANGAMA Haki za binadamu

JAME LRONGOA Ukimwi na maisha

FORTUNATUS SABINI Pambana na umasikin

MANENO Ijue afya yako

PASCHAL LEONSI Ihjue katiba

GESTON KIWELO Jamii na matukio

Source: Researcher 2013.

1 Haki za binadamu: This program is aired at 20:30am

2 21:00 every Monday. Only once a week

3 Ukimwi na Maisha is aired at 20:30-21-00 a.m every Tuesday and on every

Thursday 20:30-21:00 a.m

4 Pambana na Umasikin is aired 20:30-21:00,every Wednesday for

5 Ijue katiba is aired 20:00-20:30 on Tuesday. Only once a week.

6 Harakati za Mazingira is aired at 20:30-20:30 am.

7 Ijue Afya yako is aired at 20:30 -21:00 Every Saturday..

21

One of the presenter responded the question asked on how they gather data for the

program that they get from internet café, visits areas like business areas. The targeted

on these programs are youth, parents and the entire society.

Answering the question asked on objective achievements one presenter said that there

is a lot of staining in preparing the programs as they lack support from management.

They mentioned of using their own money to travel to some areas of events and also

lacking facilities to carry out activities such as tape recorders.

Also the misunderstanding between workers cause others to dodge responsibilities

which ends up leaving the presenter alone helpless such as technician or a person who

can solve the problem in case it arises.

During in depth interview, one presenter said, “One day I had to put off the Radio

when it caught fire and I did not know what next”.

22

CHAPTER FIVE

Discussion and Conclusion

5.0 Introduction

This chapter discusses the findings presented in previous chapter after discussions,

recommendations and conclusions are made.

5.1 Discussion of the findings

Research question 1: How effectiveness of program about development aired by Radio

SAUT?

The study focused on the effectiveness of the programs as far as development is

concerned. In such objective the study aspired to discover if the programs take into

consideration criteria for good programming. The study observed whether the

programming fall in line with the needs of people. If there was an audience

research in a practical way allowing Malimbe area audience participation. In

Malimbe areas people and economic interest economic activities such as agriculture

animal husbandly industrial employment in urban areas and fishing activities.

Satisfying the information needs for all these groups in a great challenges for most

of Tanzania development communication practitioners, especially in Radio

broadcasting. In table 2 reveals that 67% percent listen to the Radio and enjoy the

listening Referring to the world of Zukowsky and Belanger (2000) good programs

should be designed to meet the taste of the audience for instance, local dram,

stories, local news, generating opinion and giving opportunity for developing local

23

talents.

Youth in Mwanza region face challenges such as unemployment, lack of education,

frustrations that they cannot get out of poverty others; which according to

“Pambana na Umasikini” programs produced might have raised youth’s interest on

the programs to let youth realize their talents and use them in order to eradicate

poverty.

In chapter four it was revealed that the Radio does not cover the required

frequencies and this making the programs be heard by very few people. Now for a

period of time the radio has been faced with cut off electricity making the

audience loses the track of its programs and shift to other radio stations.

Radio SAUT lacks internal policy so as to help in achieving its objectives. The

managing director said that as a radio station they abide by the communication

policies that are established by Tanzania Communication Regulatory Authority

(TCRA) and as a catholic radio they adhere to church teachings on the matters of

faith and social issues.

Research question 2: What are people’s perceptions toward radio? SAUT fm

development programs?

Programs are taken from other environment and applied to them which at the end

development at the grass root cannot reach place. The radio is more competing with

other radios of Mwanza instead of looking of the audiences they produce program

which are beyond the marginalized people and thus who’s the mission and vision

of the radio.

24

Also in chapter for the finding revealed that 20% of respondents favored provision

of consistent program as their needs. The study revealed that some of the programs

provided by SAUT of were not continuous rather they are stopped or terminated

without any prior notification to the audience. People make a follow up and expected to

make kind of fun club of a program.

It was also evident in chapter four the respondents were found to their weds but also

to have presenters with good qualities, welcoming and who can articulate well words

for better communication.

For instance most of the programs use phone calls in to greet friends and relatives

they wanted, a presenter who attends them according to their level of

understanding. A good presenter, in their opinion is the “one who does not make one

suit that fits all audience” (a presenter for all). To the position of radio SAUT has a

long way to go to bring this into reality as social development is concerned.

Research question 3: Are SAUT FM programs relevant to the society needs.

The radio SAUT FM programs are not relevance to the audience of Malimbe areas

and Lake Zone people as they are not applicable to them. The development programs

are not well researched to respond to people’s needs. This is because programs are

cooked in the studio, and not drawn from the people themselves No participation of the

audience in the programs.

Sometimes presenters would prepare program according to his/her feelings and not the

25

feelings of the people.. This cannot bring changes in social development of the people

Radio SAUT should ensure that mission, vision and policy that guide radio station

operations are clear to the whole body of personnel so that programs preparations

based on the sensibility reflect such reality. It was learned that the programming

should base on basic journalistic skills but there was no guiding principle leading to

the choice of format and content of their programming.

5.2. Areas of further study

The research concentrated on evaluation of programming on radio SAUT in the

context of information needs of the audiences it serves so as to establish the

reasons why the programming was not effective in Lake Zone especially area in

terms of behavior change, knowledge increase and change of attitudes. With regard

the above investigation, further research can be done in the future to include also

other radio stations which operate in Mwanza region and Tanzania as a whole so

that a synergy of programming that could help answer audiences needs especially

in rural areas.

5.3 Conclusion

This research studied the role of media in promoting social development in Tanzania.

Media as a source of information have a large room to promote people’s social

development of the people. This can be done by airing productive educational

programmes which can promote the social development of the society. From the study

findings show that media personnel were found to have little commitment in their

responsibilities, lack of team work and also there was little or no research conducted to

26

know which relevant programs to prepare and air which in one way another could help in

social development of the people. SAUT as a community radio should involve the

community in programming so as to enhance social development from grass root.

5.4 Recommendations

Besides all the strengths and weakness the radio SAUT faces gives some tips

which can be employed by radio station when preparing its programming.

1. To restructure programs to suit the needs of community members.

2. Establishing team-work in radio SAUT

3. Removal of any and weaknesses like; excessive talk, annoying commercials,

technical weakness and so forth.

4. The station should always concentrate in bringing listeners to the station keeping

them tuned in and providing the balance of music, personalities, talk, and

information reason to tune elsewhere.

5. Develop the culture of research.

27

REFERENCES

Alumuku, P.T. (2006). Community Radio for Development, the World and Africa.

Anderson, (1987). Communication Research: Issues and Methods, New York, McGraw Hill Inc.

Banda, F. & Fourie, P.J. (2004). Towards a Policy Model for Community Radio.

Bates, A (1984) Broadcasting in education: An evaluation, Great Britain, Costable and

company limited.

Brosseu and Socin, (2001) The Art of Radio, Nairobi, St. Paul Publications Africa.

Fourie, P.J. (2001). (ED) Media Studies. Volume one Institutions, Theories and

Issues, London, McGraw Hill.

Kasoma, (2001). Community radio: Its management and organization in Zambia, Zambia

mission press.

Kombo, D.K & Tromp, L.A. (2006). Proposal and thesis writing. An introduction.

Nairobi: Paulines publications Africa.

Krishnaswami, O. (1993). Methodology or Research in Social Science. 1st Ed, New

Delhi,

MacQuail, D (1983) Communication Theories. London: Sage

Matumaini, J. (2009) The History of Radio Broadcasting for Development in Tanzania.

SAUT.

McQuail, D. (1987). Theories of Mass Communication 2nd Edition. London: Sage.

28

Melcote, J & Steeves, H (2001) Communication for development in third World: Theory

and practical for empowerment, London, Sage Publishers.

Mongula, B, (2008) Grassroots, Participatory communication, African Communication

Research Vol 1,

Mpagaze, D. (2012) Effectiveness of Community Radio in Addressing Social Issues

Confronting the Society in Tanzania.

Mugenda, O. & Mugenda, A. (1999). Research method. Qualitative and quantitative

approaches. Nairobi: acts press.

Notes from Lecturer Mr. Alute on Community Development

Nyerere, J.K. (1970) Ujamaa: The Basic of African Socialism. London: oxford university

press.

Onsukunle, O (2005) An investigation into radio Turf's Social development. Unpublished

M.A Thesis submitted at the department of Media studies, University of

Limpopo, Sovenga.

White, R. (2008). Source of Underdevelopment and Development in Tanzania/East

Africa Context. African Communication Research.

World Communication Report, (1989)

29

APPENDICES

APPENDIX ONE

Questionnaires to the Audience

1. Umri

15 – 25 ( )

26 – 35 ( )

36 – 45 ( )

46 – 55 ( )

56 – above ( )

2. Unasikiliza radio SAUT?

3. ( a )Ndio ( )

4. (b)Hapana ( )

5. Unasikiliza vipindi gani zaidi?

(a) Jamii na matukio ( )

(b) Haki za binadamu ( )

(c) Ijue afya yako ( )

(d) Michezo ( )

(e) Others ( )

6. Ni vipindi gani unapendela zaidi na ni kwa nini?

(a) Ijue afya yako ( )

(b) Haki z binadamu ( )

(c) Tafakari ( )

(d) Jamii na matukio ( )

(e) Vinginevyo ( )

7. Vipindi hivi vinakuhamasisha kufanya nini? Elezea ………………………………………………………………………………………

30

8. Umewahi kutumia ushauri wa vipindi hivyo katika maisha yako ya kila siku?

Ndiyo ( )

Hapana ( )

(i) Kama ndiyo eleza kwa namna gani?

………………………………………………………………………………

(ii) Kama hapana, ni kwanini hapana?

………………………………………………………………………………

9. Ni vipindi gani ungependelea kusikiliza zaidi?

(a) Nyimbo za dini ( )

(b) Wanawake na maendeleo ( )

(c) Ijue afya yako ( )

(d) Mazingira ( )

(e) Michezo ( )

(f) Vinginevyo ( )

10. Unapata shida yoyote katika kusikiliza vipindi vya radio SAUT? Ni shida gani?

(a) Lugha ( )

(b) Masafu yake hayasikiki vizuri ( )

(c) Vipindi havina ubora ( )

(d) Kutokujua ( )

(e) Mengineyo ( )

11. Ni shida gani kubwa mliyo nayo katika jamii yenu?

(a) Fedha ( )

(b) Njaa ( )

(c) Shida za familia ( )

(d) Shida ya mawasiliano ( )

12. Ungependa radio SAUT ifanye nini ili kutatua matatizo ya jamii yenu?

31

(a) Kututembelea wasikilizaji ( )

(b) Kuboresha vipindi has avya maendeleo ( )

(c) Kuboresha mawasiliano ( )

13. Kulingana na wewe mtangazaji auapswa kuwa na sifa gani?

(a) Matamshi mazuri ( )

(b) Mwenye upendo na anayekatibisha ( )

(c) Anayeweza kubadilika kuendana na wakati ( )

(d) Mwenye maadili mema ( )

14. Unafikiri radio SAUT inawasaidia watu masikini wa wilaya hii ya nyamagana?

(a) Kwa kutoa mawasiliano ( )

(b) Kuwaunganisha watu na serikali yao ( )

(c) Kukua kiroho ( )

(d) Burudani ( )

(e) Mwengineyo ( )

(f) Hakuna ( )

32

APPENDIX TWO

Interview guide for managing director of radio SAUT

1. What is your age?

2. What is your position

3. What do you think are the priority goals of development as far as your radio station is concerned?

4. How do you see the role of your station in this process of development of programs?

5. How do programs producers implement these programs?

6. What do you think is the best way for effective communication to be used for;-

7. Do you have communication policy concerning the radio programming?

33

APPENDIX THREE

Interview guide with program producers

1. Name of the program

2. Name of program producer

3. His/her profession

4. What criteria do you use in preparing your program?

5. How often the program is broadcast and at what time?

6. Does the program invite the participation of the audience in any way? Explain how?

7. What are the objectives of the program?

8. To what extent has the program achieve these objectives?

9. How do program directors gather data for program?

10. Which other media do you use to support radio strategies?