The role of community radio in youth economic empowerment : a case study of bush radio in Cape Town

Abstract

The debate about which medium is powerful in disseminating information quickly and easily accessible to communities is ongoing. This study examines the role community radio plays in fostering the economic empowerment of youths in the Cape Flats. These are disadvantaged communities that the Apartheid government previously used as dumping grounds of non-white Capetonians forcefully relocated under the Group Areas Act. Although Cape Town has more than ten on-air commercial and community radio stations, this study considered only one community radio station. Using Bush Radio as a case study, the researcher anchored the research on Dennis McQuail's (1987) media development theory, which is concerned with what the media ought to be doing in society rather than what they do. The rationale behind the selection of Bush Radio as a station of choice for this study it is the only station in Cape Town, with approximately 80% of its listeners are youths within the age group 15 – 35. The researcher reviewed relevant community media literature. Also, the researcher collected data using mixed methods approach through semi-structured interviews and questionnaires. The study’s target population comprises management officials, presenters, and listeners of Bush Radio with a sample size of twenty (20) participants. Finally, the researcher transcribed recordings from interviews and analysed them into textual data guided by Braun and Clarke’s six (6) steps framework of conducting thematic analysis. Findings revealed that Bush Radio positions youth at the forefront of their programming. The station serves as a credible source of information relevant and beneficial to young people focusing on entrepreneurship, financial literacy, education, and employment creation. Furthermore, the station’s anchors its content on fundamental community media tenets of localism and participation. Moreover, it affords local young talented artists a platform to promote and monetize their creative material. Finally, some of the study's findings revealed the station acts as a conduit that connects youths with government and relevant organisations that offer opportunities to uplift and better their livelihoods.