This research project was aimed at investigating strategies that are used for the sustainability of selected rural-based community radio stations in the Transkei area of the Eastern Cape. The study was done under a hypothesis that, in the absence of big business and migration of literate people and skilled labour from rural communities to urban centres, rural-based community radios struggle to attract operational revenue through advertising, community support, etc., and that the supposedly high illiteracy in the rural areas render it difficult to run the stations. Two rural-based community radio stations were selected for this study: Alfred Nzo Community Radio at Mount Ayliff in the Alfred Nzo District Municipality area, and Vukani Community Radio at Cala in the Chris Hani District Municipality area. The aim was to study their activities with regard to the most and widely agreed three-dimensional method of sustaining community radio stations: Financial Sustainability, Institutional Sustainability, and Social Sustainability. Relevant literature has been reviewed and data have been collected using both quantitative and qualitative methods through questionnaires. The study however leans more on the qualitative approach and a quantitative approach has merely been used to identify the trends of the views of the participants. The analysis of data highlights the views of the respondents about these radio stations with regard to their strategies to sustain themselves. The views of the respondents represent all people from all levels of people involved in the stations: From the Member of the Board of Directors in the boardroom to stations’ members of management at their desks. From Presenters behind their microphones to the listener in the dusty streets of the poor rural areas. The results confirm the hypothesis that the areas have high unemployment and illiteracy rates, and that their sustainability depend largely on trade-outs with local business and government support. However, the study also shows that strategies for Financial Sustainability, Institutional Sustainability, and Social Sustainability may overlap or influence each other. For instance, an activity of Institutional Sustainability may result in Financial Sustainability, and visa-versa. The study also reveals that the stations struggle to establish and maintain effective Social Sustainability for the benefit of the station. In the light of this, a proposal for further study and recommendations are given at the end of the study.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:21020 |
| Date | January 2015 |
| Creators | Mafani, Hlanga Eric |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Arts |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MA |
| Format | x, 91 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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