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.