GHANA INSTITUTE OF JOURNALISM 

RADIO AS AN AGENT FOR SOCIAL CHANGE: A STUDY OF OBONU FM 

FRANK OWUSU-OFORI 

MADC14029 

A DISSERTATION SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES 

AND RESEARCH, GHANA INSTITUTE OF JOURNALISM, IN PARTIAL 

FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF A MASTER OF 

ARTS DEGREE IN DEVELOPMENT COMMUNICATION. 

OCTOBER, 2015 



  

DECLARATION 

I. Frank Owusu-Ofori. do hereby declare that except for the reference to other people's work which has been duly 

acknowledged, the work presented here is the result of my own effort for the award of a Master of Arts degree 

Development Communication at the Ghana Institute of Journalism. 

I also declare that this thesis, carried out under the supervision of Dr. James Dzisah. has neither in whole or in part 

been submitted to any institution for the award of any certificate. 

 

Frank Owusu-Ofori 

 

Date 

(Student) 

 

Dr. James Dzisah Date 

(Supervisor) 

1 



 

DEDICATION 

I dedicate this project to God almighty for his grace and mercies. I also dedicate it to my family and friends who 

encouraged my all along. 

ii 



  

ACKNOWLEDGEMENTS 

I am pleased to acknowledge the many people through whose invaluable contributions have led to 

the accomplishment of this thesis. I am highly indebted to Dr. James Dzisah, my supervisor, for not 

only been the intellectual backbone of my academic success, but also being my academic mentor. 

I want to thank my parents and my other siblings for the support they showed me before and during 

the study. God richly bless you in all that you do. 

Finally, I want to appreciate the teaching staff and my colleague Masters students of the School of 

Graduate Studies and Research (SoGSaR) especially Dr. W.S Dzisah, Dr. Daniel Hammond, Mr. 

David Newton, Jemima Ansong, Philip Atawura, and Frederick Nana Yaw Kesse for their advice 

and encouragement whilst this study was taking place. 

iii 



  

 

TABLE OF CONTENTS 

Content Page 

Declaration .................................................................................................................  I 

Dedication .................................................................................................................. II 

Acknowledgement ....................................................................................................................  III 

List of Abbreviations ................................................................................................................  IV 

Abstract ......................................................................................................................  V 

Table of contents ......................................................................................................................  VI 

CHAPTER ONE 

GENERAL OVERVIEW AND BACKGROUND TO THE STUDY 

1.1 Introduction ......................................................................................................................  1 

1.2 Problem Statement .................................................................................................  5 

1.3 Research Objectives ...............................................................................................  6 

1.4 Research Questions ................................................................................................  6 

1.5 Significance of Study .............................................................................................  7 

1.6 Structure of Dissertation ........................................................................................  7 

v 



  

CHAPTER TWO 

LITERATURE REVIEW 

g 
2.1 Introduction ......................................................................................................  

o 
2.2 Concept of Social Change ....................................................................  

11 
2.3 Community Radio .................................................................................  

2.3.1 Core Values & Premises of Community Radio .................................  

2.3.2 Main Characteristics of Community Radio .......................................  

2.3.3 Why Community Radio .....................................................................  

2.3.4 Community Radio: A Global Phenomenon .......................................  

2.3.5 A Case of Radio & Social Change in Pakistan .........................................................  16 

2.3.6 Salient Features Of Community Radio ..............................................  

2.3.7 The Social Impact of Community Radio ...........................................  

2 4 Development Journalism ..............................................................................................  24 

CHAPTER THREE 

METHODOLOGY 

3.1 Introduction .............................................................................................................................  30 

3 2 Research Design ........................................................................................................  30 

3 3 Data Sources ................................................................................................................  31 

vi 



 

3.4 .....................................................................................................................  
Analysis of Data ......................................................................................................................  31 

3.5 Population and Sample .......................................................................................  31 

3.6 Sampling Method ...............................................................................................  32 

3.7 Data Collection Tools ........................................................................................  32 

3.8 Scope of Study ...................................................................................................  33 

3.9 Confidentiality and Consent ...............................................................................  33 

3.10 Ethical Considerations .....................................................................................  33 

CHAPTER FOUR 

ANALYSIS AND FINDINGS 

4.0 Introduction .....................................................................................................................  34 

4.1 Presentation and Analysis of Data .......................................................................  34 

4.1.1 Interview with the Staff of Obonu FM ..............................................................  34 

4.1.2 Community Chiefs, Elders and Opinion Leaders .............................................  38 

vii 



  

CHAPTER FIVE 

DISCUSSION AND CONCLUSION 

5.1 Summary ......  
44 

5.2 General Conclusions 
46 

5.3 Recommendations 
47 

References. 
48 

Appendix One- Interview Guides 52 

viii 



 

ABBREVIATIONS 

CIMA Chartered Institute of Management Accountants 

ICT Information and Communication Technology 

GBC Ghana Broadcasting Corporation 

GCRN Ghana Community Radio Network 

UNESCO United Nations Educational, Scientific and Cultural Organisation 

iv 



  

 

 

 

ABSTRACT 

The study was undertaken to evaluate the role radio played in bringing social change in community 

development by accessing the effectiveness of Obonu FM. This was done by also assessing the 

general role of radio as an agent of social change. 

It was revealed that there is marginalisation of indigenous culture, norms and ideologies by the state-

owned and, private media. There is also the sense that participation in the media and a sense of 

ownership in its operations are missing in the other forms of broadcasting. This calls for another 

force to whip up interest and participation in the media by the local people. 

The study also shows that Obonu FM is not really a community radio station technically speaking 

as station does not consult the members of the public before they develop their programmes. 

However, they give room for the people to participate through phone-ins, and through social media 

platforms that compensates for the initial inertia about public involvement. 

ix 



 

CHAPTER ONE 

1. INTRODUCTION 

1.1 INTRODUCTION 

Radio developed in very different ways in different parts of the globe. Before the first radio broadcast 

in 1920 the world of information and communication was confined to few literate urbanised, who have 

the financial means to purchase and read newspapers. The invention of radio virtually radicalized the 

process of social communication. It was envisaged as a democratic medium, though it was operated and 

controlled differently in different parts of the world. 

According to Spiker (2006), radio technology is a useful channel through which people communicate. 

Messages sent through invisible airwaves inform, persuade and entertain. Radio connects individuals 

across geographical, cultural, and even political divides. 

Myers (2008) opines that radio is still the dominant mass-medium in Africa with the widest geographical 

reach and the highest audiences compared with television (TV), newspapers and other information and 

communication technologies (ICTs). Overall, radio is enjoying a renaissance as numerous small local 

stations have exploded over the last twenty years, due to democratisation, market liberalisation and 

affordable technologies. Radio seems to have proven itself as a developmental tool, particularly with the 

rise of community and local radio, which have facilitated a far more participatory and horizontal type of 

communication than was possible with the older, centralised broadcasting model of the 1960s and 1970s. 

According to the 2005 Ghana Broadcasting Study, Ghana is a country of rich ethnic and linguistic 

diversity among its population. It has over fifty languages, hundreds of dialects and a cultural heritage 

that dates back hundreds of years. Ghana's economic potential and its 

1 



 

strong social capital base have set it apart from many other countries in the sub-region. In recent 

years it has experienced accelerated economic expansion and it is one of the few countries in sub-

Saharan Africa has achieved most of the Millennium Development Goals. Information and 

communication technology (ICT) has been identified as one of the key drivers for further growth and 

development in Ghana. 

In common with most African countries, Ghana has a long-established publicly-owned and financed 

broadcaster, Ghana Broadcasting Corporation (GBC) which provides national and regional radio 

services and a national television service. GBC has played a major role in engendering national 

identity and national development throughout the country's late colonial and post-colonial history. 

Over the last ten years, Ghana’s cultural heritage has begun to find new forms of expression in the 

media through the growth of private commercial and community radio broadcasting. The 

liberalisation of broadcasting has brought a new pluralism in the media enabling different voices to 

be heard and opinions to be aired. This, however, has not produced a corresponding diversity or 

quality of service. However, the potential for community broadcasting, in particular, a sector that can 

play a crucial role in giving voice to poor and marginalised groups, is far from realised with still only 

a handful of services on the air. 

The 1992 Constitution provides the legal framework for broadcasting in the country. The 

Constitution asserts in Article 21(la) that all persons shall have the right to “freedom of speech and 

expression, which shall include freedom of the press and other media". Article 21(le) additional 

asserts the right to “information, subject to such qualifications and laws as are necessary in a 

democratic society". Chapter 12 of the Constitution detailed provisions for 

2 



  

 
 

the freedom and independence of the media which must form the basis for any broadcasting law in 

Ghana. 

Chapter 12 Article 162 provides, inter alia, that “'freedom and independence of the media are 

guaranteed”, that “subject to this Constitution and any other law not inconsistent with this Constitution, 

there shall be no censorship in Ghana”, and that “there shall be no impediments to the establishment of 

private press or media”. 

Article 162(3) states that, in particular, “there shall be no law requiring any person to obtain a license 

as a prerequisite to the establishment or operation of a newspaper, journal or other media for 

communication or information”. Critically, Article 164 of the Constitution, provides for limited 

restrictions to the provisions of sections 162 and 163 “that are reasonably required in the interest of 

national security, public order, public scrutiny and for the purpose of protecting the reputations, rights 

and freedoms of other persons”. 

It has been argued, in the case of Republic of Ghana v Independent Media Corporation of Ghana and 

others, that Article 162(3) precludes the licensing of broadcasters however the Supreme Court ruled, in 

1996, that “it was a restriction reasonably required for the protection of ‘national security, public order, 

public morality’ and the ‘reputation, rights and freedom of others’” within the meaning of Article 164. 

The Supreme Court declined to rule on whether or not the Ghana Frequency Registration and Control 

Board was the proper institution to be designated to regulate frequencies for broadcasting as it 

considered that was not an issue in this case. 

3 



 

In Ghana, the Broadcasting landscape has seen a major transformation since 1995 with Commercial, 

Community and also Campus Radio, developing alongside the former monopoly of State Broadcasting 

(GBC). A 3/4-tier system of FM Radio Broadcasting is recognized in Ghana and elsewhere. Community 

radio which is the focus of this study is defined by the Ghana Community Radio Network (GCRN, 2000: 

1) as: 

“Broadcasting which is about, for, by and of a specific marginalized community, whose 

ownership and management is representative of the community which pursues a participatory 

social development agenda, and which is non-profit, non-partisan and non-sectarian” 

As a result, this work seeks to study the role of radio as an agent of social change in community 

development. It is specifically focused on Obonu FM, a local radio station based in Accra, Ghana that 

broadcasts predominantly in the Ga and Dangbe languages. 

The study reveals that Obonu FM though a regional station, reaches as far as other five regions in Ghana, 

thus making the literal meaning of a community radio to be a misnomer. Most of the people in the 

community are aware of the presence of Obonu FM, but they do not have a direct influence on the 

programming of the station. The radio station does not also consult the community in drawing their 

programmes but rely on suggestions made by individuals who call into the programme and also through 

the station's own community selfassessment in the course of their work. 

The radio station is underequipped and the staff find it difficult carrying out their duties due to lack of 

basic technology to help them carry their works out. The elders of the communities that were interviewed 

are impressed with the work the station is doing to protect and preserve the Ga and Adangbe languages, 

culture and traditions. However, the people in the community believe there is still enough room for 

improvement since they need a direct means of communicating their needs through the programmes of 

the radio station. 

4 



 

1.2 PROBLEM STATEMENT 

The mass media landscape has changed drastically in the last two decades. The process of globalization 

has increased the presence of transnational media, brought about by the convergence of computer-

mediated technologies and the emergence of consolidated multimedia empires. Consequently the new 

communication environment of the digital age has upset conventional broadcasting systems. 

Transnational broadcasting operates within political, economic, technological and developmental 

environment, a very large interconnected landscape that according to Reddi (2007), is making individual 

discussion nearly. This phenomenon coupled with the emergence of small but highly political conscious 

and ethnically based political systems with the breakup of bipolar Cold War system, gave birth to some 

new questions. The preservation and promotion of indigenous cultures seems threatened in this new 

media environment which has already resulted in a decline of public media. In most circles, radio was 

seen as its first casualty. 

Despite its diverse origin and expanded networks, the commercial radio makes very little use of its 

special opportunities for local communication throughout the world. Normally such stations quickly 

linked up into networks in order to enlarge their distribution area and advertising revenue. They also 

have their major focus on easily consumable music programmes. Similarly the public service providers 

or state radios also keep on increasing their coverage area may be due to political and other reasons and 

keep the national distribution objective on their priority. A third type of radio therefore emerged in 

between these two, aiming neither at profit nor at geographical expansion, and has been able to establish 

itself. 

5 



  

 

The problem that arises thereof is the marginalisation of indigenous culture, norms and ideologies by 

the state-owned, private and campus media. Not only that, the lack of participation in the media and a 

sense of ownership in the operations of the media are missing in the other forms of broadcasting. This 

calls for another force to whip up interest and participation in the media by the local people. 

1.3 OBJECTIVE(S) OF THE RESEARCH 

The objective of this study is to evaluate the role played radio as an agent of social change in community 

development by accessing the effectiveness of Obonu FM. Specifically, the study seeks to: 

1. Assess the general role of radio as an agent of social change 

2. Assess the role of Obonu FM in as an agent of social change in the development of the Greater 

Accra Region. 

i 

1.4 RESEARCH QUESTIONS 

The following questions will serve as a guide to solving the problem. 

1. What is social change within the context of rural, peri urban and urban community? 

2. What is community development? 

3. How can we contextualise radio as an agent of change? 

4. What is the role of Obonu FM in the development of Greater Accra? 

6 



 

1.5 SIGNIFICANCE OF THE RESEARCH 

The following are the significance of the study. 

1. It would help academics appreciate the role of radio as an agent of social change in community 

development. 

2. It would guide Obonu FM to either maintain or restructure its mode of operation to suit the 

changing trends of community radio broadcasting. 

3. It would serve as a guide to other academic work that would be conducted. 

1.6 STRUCTURE OF DISSERTATION 

This dissertation has five chapters. 

Chapter one comprises the introduction, background, problem statement, objectives, purpose and 

significance of study, and research questions. 

Chapter two details the review of literature and the theoretical framework underpinning the study. 

Chapter three is devoted to the methodology used in the study. 

Chapter four focuses on the analysis and discussion of data. The final chapter, that is, chapter five 

summaries the main findings, the limitations of the study and recommendations. 

7 



 

CHAPTER TWO 

2. LITERATURE REVIEW AND THEORETICAL FRAMEWORK 

2.1 INTRODUCTION 

This section focuses on the literature review and the theoretical framework used to contextualise the 

research. Literature review helps us to interrogate the state of the art in terms of scholarship so as to 

situate our own work within the prevailing discourse. 

The purpose of this literature review is to critically engage existing scholarship on the media’s role in the 

development of Ghana. 

2.2 CONCEPT OF SOCIAL CHANGE 

The guiding philosophy of communication for social change can readily be traced to the work of Paulo 

Freire (1970), the Brazilian educator who conceived of communication as dialogue and participation for 

the purpose of creating cultural identity, trust, commitment, ownership and empowerment (in current 

terminology). The principles he espoused has been built on by other scholars, practitioners and activists 

in development communication leading to a burgeoning literature on theories of communication, 

dialogue and conflict resolution (Beltran, 1980; Bordenave, 1976, Castillo, 1995; Rogers, 2003; and 

Kincaid, 1993). In bringing together the work of practitioners and scholars we have found a considerable 

agreement on the role of communication in development even though at various times over the last 30 

years the two groups have diverged. 

Theories are not right or wrong, only appropriate or inappropriate given the circumstances and nature of 

the phenomenon to which they are applied. For example, the theory of reasoned 

8 



 

action (Fishbein and Ajzen, 1993), the health-belief model (Becker, 1974), and the stages of change 

model (Prochaska, et al., 1992) may all work quite well for communication projects designed to persuade 

individuals to reduce unsaturated fat in their diet, quit smoking and drinking, and practice safer sex, 

especially in situations where external constraints (social or physical) do not prevent or discourage 

individuals from taking action by themselves. Even in these situations, however, models of individual 

change reach their own, inherent limitations. 

For example, when a research shows that social influence and peer pressure are the major determinants 

of smoking and drinking, then finding the best rational arguments against smoking and drinking are 

simply not sufficient. Collective, institutional changes, policies and laws — such as the smoke-free 

workplace and a maximum, legal blood-alcohol level — are also necessary. 

The communication literature also contains criticisms of the dominant, individual approach to 

communication theory (Rogers and Kincaid, 1981). Early models of communication were linear, one-

way processes from sources to receivers (Shannon and Weaver, 1949; Berio, 1960), usually for the 

purpose of having an effect on individual receivers. When feedback was included in these models, it was 

treated as “knowledge of effects.” Even though the diffusion model identified a “diffusion effect” in the 

adoption of the “S” curve due to interpersonal communication with satisfied adopters, communication 

was still assumed to serve primarily a function of information dissemination and persuasion (Rogers and 

Shoemaker, 1971). 

During the 1970s, criticism of one-way, top-down, persuasive models of communication was well 

articulated by Latin American scholars such as Beltran, (1974, 1976, 1980) and Diaz Bordenave (1976). 

9 



  

 

As a consequence of this growing dissatisfaction, emphasis began to shift from audience members as 

individual objects to audiences as social groups, and from the action of sources on receivers to the 

relationships among participants (Schramm, 1973), to mutual understanding (Kincaid, 1979, 1988), and 

to convergence within communication networks (Rogers and Kincaid, 1981; Kincaid 1993; Rogers, 

1995). In spite of this initial effort to shift the paradigm from action to transaction, by the end of the 

1990s it became apparent that transmission and persuasive models still continue to dominate the design 

of strategic communication, at least in the field of health (Piotrow, et al., 1997). 

Communication practitioners, however, have not let go of this important issue (Gray-Felder and Deane, 

1999; Gumucio, 2001; UNAIDS, 2001).The call for a model of development communication based on 

dialogue versus monologue, horizontal versus vertical information sharing, equitable participation, local 

ownership, empowerment, and social versus individual change continues to be heard and, if anything, 

has grown stronger with the steady decentralization of authority and increased access to new 

communication technology that occurred during the 1990s (Beltran, 1993a, 1993b;Diaz Bordenave, 1994, 

1998; Fox and Coe, 1998). 

In April of 1997, twenty-two communication professionals, community organizers, socialchange activists 

and broadcasters from 12 countries met in Bellagio, Italy, at a conference sponsored by the Rockefeller 

Foundation to examine the connections between social change and communications in the 21st century 

and to explore the possibilities of new communication strategies for social change. A follow-up meeting 

took place in Cape Town, South Africa, in 1998 and 2000 (Gray-Felder and Deane, 1999).The members 

of these meetings defined communication for social change as ,wa process of public and private 

10 



 

dialogue through which people define who they are, what they want and how they can get if* (1999, p. 

15).These meetings clarified the most important questions and provided the appropriate perspective for 

an inclusive and participatory model of social change, but they did not specify any particular model 

(Gumucio, 2001). 

Nevertheless, a consensus was reached regarding the key components of such a model: 

1. Sustainability of social change is more likely if the individuals and communities most affected 

own the process and content of communication. 

2. Communication for social change should be empowering, horizontal (versus top- down), give a 

voice to the previously unheard members of the community, and be biased towards local content 

and ownership. 

3. Communities should be the agents of their own change. 

4. Emphasis should shift from persuasion and the transmission of information from outside 

technical experts to dialogue, debate and negotiation on issues that resonate with members of the 

community. 

5. Emphasis on outcomes should go beyond individual behaviour to social norms, policies, culture 

and the supporting environment. 

What would an alternative paradigm look like? At least two key features are necessary. It needs to be 

based on a model of communication that describes a process of dialogue, information sharing, mutual 

understanding and agreement, and collective action. Second, it needs a model of social change based on 

community dialogue and collective action that clearly specifies social outcomes as well as individual 

outcomes. The convergence/network model of communication meets the first requirement (Rogers and 

Kincaid, 1981). It 

11 



 

represents communication as a process of horizontal sharing between two or more participants within 

social networks. 

2.3 COMMUNITY RADIO 

According to Tahir (1998), the potential of Radio as a tool of social development is being utilized 

throughout the globe, be it developing or the developed world. It has a long history of penetration at 

grassroots through community radio in the western world. In Asia, though community radio is 

comparatively a new arrival, but over the years, community radio broadcasting has taken root and playing 

a vital role in the development of small communities. 

Radio developed in very different ways in different parts of the globe. Before the first radio broadcast in 

the 1920’s the world of information and communication was confined to few literate urban dwellers, 

those who can purchase and read newspapers. The invention of radio virtually radicalized the process of 

social communication. It was envisaged as a democratic medium though it was operated and controlled 

differently in different parts of the world. In United States it is a synonym for competition and 

commercialism. In Europe and its colonies including the subcontinent, radio operated under centralized 

state control. In Canada there is a combination of the two, a strong centralized State network on the 

national level and competition and commercialism on the local level. In Latin America they developed 

a mixture of all, private, church, university, special interest and indigenous peoples radio stations. With 

the passage of time the models of radio broadcasting kept on changing throughout the world (Ibid). 

In Ghana, The Broadcasting landscape has seen a major transformation since 1995 with Commercial, 

Community and also Campus Radio, developing alongside the former 

12 



  

 

monopoly of the State Broadcasting Corporation (GBC). A 3/4-tier system of FM Radio Broadcasting 

is recognized in Ghana and elsewhere. The definition of community radio as expanded by the Ghana 

Community Radio Network (GCRN, 2004: 4) is: 

“Broadcasting which is about, for, by and of a specific marginalized community, whose 

ownership and management is representative of the community which pursues a 

participatory social development agenda, and which is non-profit, non-partisan and non-

sectarian.*‘ 

2.3.1 CORE VALUES & PREMISES OF COMMUNITY RADIO 

1. The air waves are a public resource which should be used in the interest of the people. 

2. People are at the center of development. 

3. Development needs to be inclusive, particularly of those who have traditionally been left out. 

4. Development requires growth but not cloning. 

5. Culture is central to development 

2.3.2 MAIN CHARACTERISTICS OF COMMUNITY RADIO 

1. Community-driven (language/ culture) 

2. Participatory 

3. Inclusive 

4. Dialogue 

5. Conflict transformation 

6. Priority to the least voiced - 

a. a voice to the voiceless 

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The media landscape has changed drastically in the last two decades. The process of globalization has 

increased the presence of transnational media, brought with it is convergence of technologies and 

emergence of media industries and multimedia empires. Consequently the new digital age 

communication environment has upset conventional broadcasting systems. 

Transnational broadcasting operates within political, economic, technological and developmental 

environment so interconnected according to Reddi (2007) that it paradoxically seems to make individual 

discussion nearly impossible. This phenomenon coupled with the emergence of small but highly political 

conscious and ethnically based political systems with the breakup of bipolar system, gave birth to some 

new questions. The preservation and promotion of indigenous cultures seems threatened in this new 

media environment which has already resulted into decline of public media and radio may be seen as its 

first casualty. 

2.3.3 WHY COMMUNITY RADIO? 

Despite its diverse origin and expanded networks, the commercial radio makes very little use of its special 

opportunities for local communication throughout the world. Normally such stations are quickly 

networked in order to enlarge their distribution area and advertising revenue. They also have their major 

focus on consumable music programmes. Similarly, the public service providers or state radios also keep 

on increasing their coverage area partly due to political and other reasons while maintaining the objective 

of national distribution. A third type of radio therefore emerged in between these two, aiming neither at 

profit nor at geographical expansion, and has been able to establish itself (Robinson, 1972). 

14 



 

These are the stations that emerged from local initiatives, by groups or even by individuals. As an 

alternative to commercial and State radio, most distinguished characteristic of community radio is its 

commitment to community participation at all levels. The concept behind this type of radio station is to 

ensure public participation at all possible levels; here listeners are also producers, managers, directors, 

actors and financers. The popularity of this kind of radio lies in the fact that these are aimed at working 

for those who are at the margins of society and for those who seek change but are far away from the 

mainstream media. The role of community radio is to respond to the priorities set by the community, to 

facilitate their discussions on issues confronting them and to reinforce their social development agenda 

through communication. These community run and managed radio stations eventually provide voice to 

the voiceless throughout the world (Weaver and Elliot, 1985). 

2.3.4 COMMUNITY RADIO: A GLOBAL PHENOMENON 

Community radio is a global phenomenon now. People all around the world are establishing radio to 

enable them gain control of a communication tool that permits popular access. Every day people from 

one end of the planet to the other, manage to make radio a collective enterprise devoted to development. 

Community radio is no more a dream, the medium of communication among the members of marginalized 

communities in the remote areas, away from main urban centres. 

In the digital age of today, when the whole communication environment has virtually upset the 

conventional broadcasting systems all around the world, it has become immensely difficult for the 

national broadcasters to meet the public obligations. Marc Raboy (2003) suggests the following three fold 

strategy for the broadcasters; 

1. Think globally, but programme to local needs and interests; 

15 



  

 

2. Target audience as citizens, desiring to participate more fully in the public life of their 

society; 

3. Be sensitive to expression of social demand, as well as the more obvious economic 

and political imperatives. 

2.3.5 A CASE OF RADIO & SOCIAL CHANGE IN PAKISTAN 

Radio and other broadcast media are considered to be the important agents of change. Especially in 

societies where almost all the social indicators portray a negative picture, the role of media in bringing 

social change becomes immensely important. 

Even television was introduced in Pakistan with the same objectives; to promote awareness, to develop a 

consciousness about the cultural heritage, social and economic growth of the country, and to provide a 

direct linkage with the world around (Takesheta, 2006). 

Describing the objectives of Pakistan Television, Aslam Azhar former Chairman and one of the founders 

of PTV once said, for the unskilled and the jobless there will be programmes to teach them vocation. For 

the peasant and farmer there will be instructions in the use of new and improved techniques; for the 

illiterate, there will be television lessons on literacy. The use of television will be geared toward the 

objectives of the country’s education policy. 

What role Pakistan Television had played to achieve its development goals is not a part of this discussion, 

the point to emphasize here is the capacity of media in bringing changes in society at grassroots’ level 

has always been realized by the policy makers right from the very beginning. Both Television and Radio 

in the country had to face the problem of accessibility for a long time. But now running fast on information 

highway, converting from analogue to 

16 



  

digital and following the emerging patterns of convergence, why those who matter in the country are 

so unconcerned about the millions who are living in far flung areas, speaking different languages, 

following different cultural codes and belonging to different sects or following different religions? 

The answer is very simple mainstream media will never be able to give voice to these millions of 

voiceless due to its ever increasing desire for more audiences and ultimately for more revenue. It has 

to survive in a highly competitive environment in and around the country. The public service 

broadcasting or state-run media has its own political and social agenda; its programming cannot 

reach out to small communities spread over the large terrain of Balochistan just to quote only one 

example (Ibid). 

2.3.6 SALIENT FEATURES OF COMMUNITY RADIO 

a. UNESCO defines community radio as radio run by, for and about a community. This 

broad principal definition distinguishes between; state-owned or public service 

broadcasting, commercial broadcasting and community radio. 

b. Community radio is not-for-profit. This does not mean that community radio can not 

engage in revenue generating activities, which tends to be vital for survival and 

sustainability. This means its main objective is not revenue generation like commercial 

radio. 

c. Community radio incorporates open access in some form. In some station all broadcasters 

are volunteers while at some other it is a mix of volunteers and paid 

17 



  

staff. Not only this, it is also managed by the community itself. The communities are 

involved in active ownership of the station. This is usually done by the community 

electing a management committee for the station. 

d. The programming is all about the community, of direct relevance to them. It needs to be 

community specific. 

e. The main difference between community radio and state-owned radio is the concept of 

community ownership. This empowers the community to use this radio for community 

benefits like, poverty eradication, reducing gender disparities, health, hygiene, and much 

more. The only thing to clarify here is that the communities are not necessarily 

geographically defined; they can be communities of mutual interests, like minorities or 

immigrants in Pakistan etc. 

The influx of global media has widened up the range and penetration of media content. It has also 

enlarged the scope of news as it addresses greater audiences now. There is no doubt that competition 

has also increased the speed as well as quality. Once the fervour of global media is over, one can easily 

feel the local issues problems and realities fading away from the global media landscape. To practically 

adopt ‘think global act local' slogan, a nearly about turn is needed to reverse this tide. 

18 



  

2.3.7 THE SOCIAL IMPACT OF COMMUNITY RADIO 

The power of community radio to mobilize groups and bring change to societies is well 

recognized. This power can, however, also be manipulated and used to spread hate and violence, 

as was the case in Rwanda in 1994. Cautioning against the negative potential of community radio, 

Carole Frampton of Search for Common Ground demonstrated how her organization relied on 

community radio to prevent the spill over of violence from Rwanda to Burundi by focusing on 

bringing people together and fostering dialogue and peace. By bringing journalists from each of 

the two ethnic groups that were in conflict and building on their collaboration, Search for Common 

Ground helped establish the first independent radio production studio—Studio Ijambo—in 

Burundi. Eleven independent radio stations followed. 

According to Frampton (2004), not only did this small and grass-roots effort show that ethnic 

collaboration and finding solutions based on dialogue was possible, it also helped develop new 

standards and balanced reporting skills, representing all the voices of the community that other radio 

stations later emulated. After the initial objective of creating dialogue was successfully achieved, 

Frampton (2004) said, Search for Common Ground's focus shifted from the core of the conflict to 

capacity-building through skills training and providing direct assistance. The stations also helped 

improve the level of the public’s media literacy, as people could “compare the good stations to others 

and see what real media should look like,” she said. Listening and discussion clubs and other 

initiatives to engage the community beyond radio made the impact of the latter even stronger, she 

added. 

Frampton said that community radio developers must have a clear strategy and vision of what they 

want to achieve. With community radio, “the focus is on dialogue, on finding solutions, on the 

future rather than who did what to whom..., on bringing all the stakeholders together and through 

the radio trying to calm situations down and move the society toward peace and 

19 



  

democracy," she said (2004: 27). Her colleague Paul-Andre Wilton demonstrated the important role 

IRN played in the 2007 elections in Sierra Leone by providing a model standard of reporting for its 

20 stations and leading the media response. 

IRN, which started in 2002 with eight member stations, united 420 reporters from 20 stations by the 

2007 elections in Sierra Leone. They produced independent, trustworthy, and timely programming 

and information by having local voices on air from all over the country—from the most remote areas 

to large polling stations, said Wilton. Through live interviews and analyses, the reporters provided 

context to help listeners understand the complexity of the elections, and through shadow vote counts, 

helped monitor election results. IRN makes local radio national. Through collaboration and 

coordination, these 20 membership radio stations conduct national broadcasts through the local radio 

stations. According to Wilton, success came from the credibility the stations gained through the 

gradual and strategic evolution of the network's capacity over five years, their commitment to 

become a credible platform for information by providing both national and local news, and the expert 

technical and editorial assistance IRN received from Search for Common Ground in partnership 

with Developing Radio Partners. 

The potential of community radio to bring about social change is not a matter of mere observation 

but, as Population Media Center President William Ryerson (1999) demonstrated, an empirically 

proven fact based on quantifiable and statistically analyzed results. Focusing on women’s rights 

promotion, HIV rates reduction, family planning, reproductive health issues, and prevention of child 

trafficking, the Center uses community radio to produce behavioural change among large audiences 

in 15 countries in Africa, Asia, and Latin America, educating through entertainment, including with 

soap opera characters. The highly significant results of pre- and post-broadcast random-sample 

surveys, as Ryerson 

20 



  

noted, indicated positive changes in the behavior of those who listened to the programming. In 

Ethiopia, for example, those who listened to special programming on HIV were more likely to be 

tested for the virus than non-listeners. This approach builds on the power of media to create high 

emotional contexts that help make information more memorable, and the Population Media Center 

relies on community radio as the most appropriate and cost- effective medium to reach its target 

audiences. According to the estimates of a project in Tanzania, for example, the cost of getting people 

to take steps to avoid HIV infection was eight cents per listener. 

William Siemering (2007), president of Developing Radio Partners and founding member of National 

Public Radio's Board of Directors, described the work of community radio developers as “scattering 

seeds”—alluding to the original meaning of “broadcast”—the results of which take time to ripen. 

Like a vaccine capable of reducing preventable diseases, he said, community radio is “a simple, 

effective solution” to achieve development goals, to prevent “fragile states from becoming failed 

states,” and also to help people celebrate their own culture. The approach recommended by 

Developing Radio Partners, Siemering observed, is to first build the capacity of individual community 

radio stations that evolve out of necessity on the grass-roots level and, then create an association to 

develop professional standards and increase the likelihood of sustainability, and finally, help 

individual stations unite into a network. Showing donors the effect these operative stations are having 

on their communities will attract more investment for community radio development, Siemering 

concluded. 

Papagiannis (1995) of Intemews Network shared what he called “a story of hope, a story of replacing 

fear with information” in the establishment of three community radio stations to reach refugee camps 

in eastern Chad for Sudanese refugees who fled Darfur. With funding from USAID's Office of 

Transition Initiatives, the U.S. Department of State's Bureau of 

21 



  

 

Population, Refugees, and Migration, the United Nations High Commissioner for Refugees (UNHCR) and 

a number of private sources, the three stations with a mixed staff of 25 local Chadians and refugees from 

Darfur target their primary audience—refugees from Darfur—by broadcasting in local, unwritten languages 

that have never been on air before, as well as in Arabic and French. In constant communication with the 

audience, the stations have managed to air discussion on sensitive and formerly taboo issues such as gender-

based violence, child marriage, and female genital mutilation. The impact of their flagship program “She 

Speaks, She Listens,” which aims to empower women—an essential aspect for promoting an open and 

democratic society, many participants agreed—is further augmented by a drama program dealing with the 

same subject. Surveys conducted by UNHCR have indicated that the information conveyed to the audience 

during eight to 10 hours of daily broadcasting is being incorporated into people’s lives, Papagiannis (1995) 

said. 

Having heard the accounts of the presenters, Papagiannis (1995) emphasized the importance of bringing 

the accomplishments of community radio—especially in post-conflict areas—to the attention of the 

international development community, as the Rwandan example of spreading ethnic hatred through the 

airwaves has long haunted the reputation of community radio, forcing media developers to resort to 

commercial models of radio development instead, as was his experience in Kosovo. 

Based on lessons learned, the participants stressed the need to inform donors of the best ways to use 

community radio’s potential. One representative of an international organization said that donors should 

abandon their approach of “looking for a quick fix” and regarding community radio simply as a means of 

getting development messages across through shortterm projects. They should develop a long-term vision 

for investing in community radio as an institution and “be prepared to stay in for the long haul,” since real 

change, she continued, 

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should come from within the community, with community radio playing a “microcosmic” role by helping 

the community acquire a sense of ownership and empowering people to see their impact on society. The 

impact of community radio is most evident in areas having practically no other access to information, and 

donors should, therefore, realize the significance of investing in it as a means of making information 

available without necessarily having a realistic vision of achieving sustainability over a short time, a 

representative of one donor organization added. Donors should also avoid imposing models for individual 

stations to adopt, since the best models are those that develop naturally and out of necessity, a participant 

observed (Papagiannis, 1995). 

Community radio is generally the best tool for getting information to illiterate and poor communities, as 

it requires neither reading skills nor money to buy newspapers, a radio developer said. Since in many 

countries most media are concentrated in capital cities and heavily populated areas, and even national 

media fail to reach remote areas, community radio provides the opportunity of “reaching powerless 

communities and giving them a voice,” he added. Even in areas where national media broadcast, the 

impact of a community radio broadcasting in a local language or languages is incomparable, an 

implementer observed (Papagiannis, 1995). 

The participants also considered contexts where community radio development is infeasible or inadequate. 

A government’s lack of understanding of the importance of reaching out to and communicating with 

marginalized or rural sectors of the population can hinder community radio development, a number of 

participants observed. One implementer suggested engaging appointed and elected officials as part of 

community radio projects to create a strong link between governments and local media (Papagiannis, 

1995). 

23 



 

Another implementer cautioned that the guidelines outlined for donors will prove irrelevant in regions 

where governments and the legal and regulatory environment hinder community radio development. In the 

Middle East and North Africa region, he said, discussions on the impact of community radio will matter 

only after there is legal reform allowing for the licensing and establishment of independent community 

radio stations. In terms of inadequacy of community radio development, one implementer strongly 

cautioned against supporting initiatives where there is clear evidence that the majority does not protect the 

rights of the minority within the community and will take advantage of community radio to further reinforce 

the disparity, be it on ethnic, political, or social basis (Papagiannis, 1995). 

2.4 DEVELOPMENT JOURNALISM 

According to Choudhury (2011), communication is used for more than just passing on information from 

one person to another. It is often used as a tool to facilitate the participation of people in developmental 

activities. According to Everett Rogers (2001) “Development communication refers to the uses to which 

communication are put in order to further development.” It can thus be said to be an approach to 

communication which provides communities with information they can use in bettering their lives. 

Development communication has two primary roles: transforming and socializing. Transforming role, as it 

steps social change in the direction of the hygiene taste of today's generation in this competitive market and 

a socializing role by seeking to maintain some of the established values of the society. 

Media plays an important role in development communication through circulation of knowledge, providing 

forum for discussion of issues, teach ideas, skills for a better life and create a base of consensus for stability 

of the state. 

24 



 

According to Atawura (2013) the participation of people in the activities of the media started with the 

inception of the traditional mass media. However, access to these media were restricted than it is with the 

new media. Also, audiences participated in the media by playing the role of passive recipients and are 

occasionally allowed to phone in, fax or send messages. However, the new media allows any individual to 

participate without any limit so far as they have access to the gadgets that would enable them do so. 

Nonetheless, there are still many people who are yet to participate in the advantages of the new media. 

New media play a vital role in facilitating changes in public participation - globalisation could never have 

reached its current intensity without the support of the global digital media...As participation extends to 

the civic arena, new media seem to provide individuals with enormous potential for (re) constructing the 

public. (Dzisah, 2011: 4-5) 

No consensus exists around a common definition of participation: it varies depending on the perspective 

applied. Some stakeholders define participation as the mobilization of people to eliminate unjust 

hierarchies of knowledge, power, and economic distribution. Others define it as the reach and inclusion of 

inputs by relevant groups in the design and implementation of a development project. These examples 

represent two of the main approaches to participation: a social movement perspective and a project-based 

or institutional perspective. These perspectives share a common understanding of participation as the 

involvement of ordinary people in a development process leading to change. Their scope and methods, 

however, can differ. (Tufte & Mefalopulos, 2009, pp. 4) 

As a social movement perspective, it is the mobilization of people to eliminate unjust hierarchies of 

knowledge, power and economic distribution. As a project-based perspective, it is the reach and inclusions 

of inputs by relevant groups in the design and implementation of a development project. 

25 



 

For the purposes of this work, however, the project-based or institutional perspective of participatory would be 

applied. It is the belief that when the media has the agenda of participating in the development of education, they 

can use it as a tool to achieve a pre- established goal defined by someone external to the community involved. 

Participation can be used as a development tool by development organizations, ranging from international agencies 

to civil society organizations. According to Tufte & Mefalopulos (2009), within this landscape of organizations, 

participation is an essential tool in development projects: 

1. Providing basic services effectively — Mechanisms of public or private service provision, including health, 

education, transport, agricultural extension and water, entail strategies that are affordable and inclusive even 

of marginalized groups. 

2. Pursuing advocacy goals - Collection of data from ordinary citizens feeds their voice into policy 

formulation processes. A key element to achieve this input is support of civil society and local governance 

initiatives, such as popular participation in public budgeting and individual and community empowerment 

programs that strengthen the voice of marginalized groups. Furthermore, advocacy has grown significantly 

in recent years as an NGO activity. 

3. Monitoring progress towards goals - These activities include self-reporting schemes and direct community 

involvement in monitoring processes. 

26 



  

 

4. Facilitating reflection and learning among local groups - Opportunities for dialogue, learning 

and critique become central elements in evaluating a project or program. 

To make this participatory function of the media work, there is the need for people to have access to the 

media which is responsible for the development agenda. The increasing changes in media tools, coverage 

and worldwide use are crucial to who uses what medium and at what time. Using the online news sites, it 

is without doubt that the media under study have a world wide range yet broadcasts mainly on national 

issues. However, according to Tufte & Mefalopulos (2009), the more participatory strategies emphasize 

media that allows more dialogue, such as community-based media. The Colombian scholar Clemencia 

Rodriguez argues in her book, Fissures in the Mediascape, “citizen media are highly participatory by 

providing access and space for people to participate in all phases of media production’’ (Rodriguez, 2001: 

11). 

Participatory communication, when applied to the latter, fulfils a broader social function, providing a voice 

to the poorest and the most marginalized of the people around the world. By engaging all relevant 

stakeholders, participatory communication becomes a tool that helps alleviate poverty, mitigates social 

exclusion, and ensures priorities and objectives are agreed to and refined by a wider base of the 

constituencies. This process enhances the overall results and sustainability of any development initiative. 

Yet, many a time, in the media's delivery of this agenda, they tend to only serve as channels of 

communication rather than becoming catalysts of social mobilization and change in 

27 



 

themselves. To this act, Brady (1997) argues participation is something that is performed; it is an activity 

and more than a mere interest in public issues or attitudes towards these issues. Development journalism, 

bome from the marrow of development communication, has been used and seen as a strategic tool to 

persuade people to change and enhance development processes. 

In trying to explain the concept better, a lot of models have been designed for it. One of the earliest, such as 

Lasswell’s communication theory (1948), was linear in their understanding of communication, which was 

understood as a transfer of information, leading to foreseeable step-by-step change processes. 

The exploitation of the new media by political bodies is becoming a canker to the participatoiy process. This 

has propelled other scholars to assume that the traditional and informational role of the mass media has been 

fused into new forms of ‘infortainment’, with strong emphasis on the personal lives of political personalities, 

horse-race journalism, and the spectacle of public debate, with no possibility for ordinary citizens to join this 

debate (Dahlgren, 2001; Hardt, 2004). 

However, some civic organisations have also been quick to access these new technologies to facilitate top-

down mobilisation as it is the new media is cheap to use, difficult to censor and gives access to potentially 

enormous numbers of people (Dzisah, 2011). Yet, van de Donk et al (2004) argue that civic organisations 

are not by definition any more participatory than political institutions. The ‘big players' in particular are 

powerful and centralised organisations, where communication remains one-way, helping to mobilise people 

to do something and not vice versa. 

28 



 

Participation paradigm also revolves around two variants. These are negotiated and radical variants. 

As a negotiated variant, efforts are made to play safe by accommodating state and community or the 

dominant class and the masses. One important divergence of this approach is that it is prepared to consider 

that traditional, non-modem, social structures and media might have a role at least as important as that of the 

modem mass media in the communication of change. However, although modem and traditional are evenly 

balanced in this model, it is the modem elements that have the predominant place. Also, it is not clear who 

amongst the local population defines the problems and their possible solutions. 

The radical variant identifies the most disadvantaged within the population as the people most in need of 

assistance and most likely to benefit from change. It is there to assist the transfer of power from its existing 

sites into the hands of the people so that they may improve their lots. However, this variant also has its own 

disadvantages. Sources of funds are not from the dominant political classes since they believe it is not in 

their interest to implement policies and plans that would substantially improve their conditions. Again, it is 

not clear that all popular expressions are valuable and desirable. The fact that people are poor and oppressed 

does not invest saintly qualities in them. 

Nevertheless, the participatory paradigm has its own demerits. They come in determining who selects the 

participants, are participants truly representative of the whole strata of the community, how are participants 

selected and how would consensus be arrived at in a community where there is mutual suspicion, animosity, 

political class and economic differences. 

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CHAPTER THREE 

3. METHODOLOGY 

3.1 INTRODUCTION 

In research work, one needs to know the purpose of the research to make an informed decision about which 

research method to use. 

The methodology is fundamental to the construction of all forms of knowledge and provides the tools 

whereby understanding is created (Daly, 2003). It explains the choices researchers make about cases they 

wish to study, how data is collected, the types of data analysis among others in planning and executing a 

research in order to achieve the set goals (Silverman, 2005). 

3.2 RESEARCH DESGIN 

According to Bernard (2000), the research design ensures that, the evidence that is obtained enables the 

researcher to answer the research question as unambiguously as possible. According to Ofori & Dampson 

(2011), the case study becomes a preferred choice when the researcher has little control over the events 

under the study or when the focus of the study is on a contemporary phenomenon within some real-life 

context also, the case study approach is particularly suited to research questions which require detailed 

understanding of social or organisational processes because of the rich data collected in the context. Yin 

(1994), opines that the case study allows the use of multiple methods as a strategy for the research process, 

in which instance, the cases may produce results or contrasting results. 

30 



 

3.3 DATA SOURCES 

Data sources come in two major ways. These are the primary and secondary sources. The primary sources 

for this work are interviews from the radio station and the community; whilst the secondary sources are 

those which include documented articles, works done by other people in the field and journals. 

3.4 ANALYSIS OF DATA 

In data analysis, a comprehensive plan is used to analyse the data obtained. The numerical results provided 

by a data analysis are usually simple: it finds the number that describes a typical value and finds differences 

among numbers (Levine, 1997). 

A thematic analysis will be used to analyse the interviews that will be generated during the field work. The 

interviews will be transcribed and themes will be generated from them using coding sheets. Those themes 

will then be analysed and interpreted. 

3.5 STUDY POPULATION AND SAMPLING 

The study population comprises of the staff of Obonu FM and the community members. The probability 

and non-probability sampling techniques was employed. Under the probability sampling, the systematic 

sampling will be used to sample the workers of Obonu FM. On the community, the purposive sampling is 

employed under the non-probability sample technique. The broadcasting staffs of Obonu FM are 15. Using 

a systematic sampling, the 3rd staff, which is my nth, was taken until the 5th staff was interviewed. For the 

community, because 

31 



 

opinion leaders are best suited to give responses in line with the objectives of the study. As a result, the 

chiefs, the elders and opinion leaders in the communities were purposely sampled. 

3.6 SAMPLING METHODS 

The study employs the purposive sampling method under the non-probability sampling technique for the 

interviews with the community chiefs, elders and opinion leaders and the systematic sampling under the 

probability sampling technique for the staff of Obonu fm. 

Purposive sampling can be very useful for situations where the researcher needs to reach a targeted sample 

quickly and where sampling for proportionality is not the primary concern (Trochim, 2006). Thus, for this 

study, the respondents were selected with the view of in- depth interviewing techniques in mind. 

3.7 DATA COLLECTION TOOLS 

The main data collection tools in qualitative research are interactive interviews, participant observation, 

observation and documentary evidence. 

The interactive interview is used for this study. An interview is a purposeful interaction, discussion or 

conversation between two or more persons during which one person or group of persons (the researcher in 

this case) poses questions to the other person or group of persons (the respondents - editors) in anticipation 

of receiving answers. 

32 



 

3.8 SCOPE OF THE STUDY 

The study's scope is limited to the operations of Obonu fin and the community in which it operates. 

3.9 CONFIDENTIALITY AND CONSENT 

The consent of participants to partake in a research work is very important. As a result, a cover letter, stating 

the purpose and objectives of the research was sent to the various participants. Interviews were also given 

both verbal and written notices of the purpose of the study before soliciting their consent for the study. 

3.10 ETHICAL CONSIDERATIONS 

Some of the ethical considerations taken into account collecting data as promised based on the informed 

consent solicited from the participants that information provided will be treated as confidential. 

Regarding this study, the necessaiy ethical considerations associated with the conduct of research are 

implemented. Respondents were not coerced to respond to any question and were free to end the interview 

whenever they wished to. 

33 



 

CHAPTER FOUR 

ANALYSIS AND FINDINGS 

4. INTRODUCTION 

This section is aimed at analysing the data that was gathered and the findings. This involves the 

application of the data analysis tools stipulated in chapter three to arrive at the findings, it also involves 

the appropriate presentation of the data by the use of thematic coding and tables where applicable. 

4.1 PRESENTATION AND ANALYSIS OF DATA 

This section is divided into two sections. The first part deals with data gathered from the interviews with 

the community chiefs, elders and opinion leaders and the second concentrates on the staff of Obonu FM. 

In all, a total of five broadcasting staff and seven community chiefs, elders and opinion leaders were 

interviewed. This makes the total number of interviews to stand at twelve. 

4.1.1 INTERVIEW WITH THE STAFF OF OBONU FM 

The staff of Obonu FM were interviewed to better understand the operations of the FM station and to 

know the level of relationship they have with the publics that they deal with. The interview was semi-

structured. The following answers were transcribed. 

In all, five workers of the radio station were interviewed. These people included the programmes 

manager and other four programme hosts. Two of the participants wanted to remain anonymous, hence 

their names did not appear here. The other three are Sheriff Idrisu 

34 



 

(Programme Host - Oman je Oman and Times with the Assemblies), Cindy Vanderpuye ( Programme 

Host - Sanitation) and the Nii Adjei Klu (the Programmes Manager). 

Of the five staffs that were interviewed, they all gave the impression that Obonu FM, though socially 

a community radio, it is not functioning as one giving the technical and policy definitions of what a 

community radio station should be like. It is more of a radio station situated in Accra serving the needs 

of two particular tribes in Ghana. Hence, its broadcast frequency goes as far as five regions - a deviation 

from a typical community radio set-up. This was seen as Nii Adjei Klu, the Programmes Manager said: 

‘Obonu is a community fin station you know we have public broadcasting, community and 

commercial so we are a community fm station. Obonu serves five out of the ten regions in the 

country. Greater Accra, Central, Volta, Brong Ahafo, Eastern region and some parts of Ashanti 

region. Sometime too during the dry season around December and this time you get it in some 

parts of Western region.' 

All the staffs have clear information concerning the establishment of the radio station, its mission, 

vision and purpose. They all also believe their programmes have created the necessary impact in the 

lives of the communities that listen to their programmes by citing examples where they were able to 

make successful strides. 

This assertion supports the Ghana Community Radio Network’s definition of community radio as one 

whose ownership and management is representative of the community which pursues a participatory 

social development agenda, and which is non-profit, non-partisan and non-sectarian 

According to Sheriff Idrisu, Programme Host for ‘Oman Ji Oman’, 

‘Recently, the Bortianor community in the Ga West District complained about the poor road 

network system in their community which we picked up on the programme and till date the 

Assembly is working on the road and will probably apply asphalt to it soon. We mostly set the 

they agenda and they follow but they bring the issues at times. ' 

35 



 

Some of the programmes that they undertake were mentioned. Even though their programmes are designed 

to help in the development of the communities, the social capital tenets are missing in their programmes. 

This is so because their programmes are designed from top (management) and broadcasted downwards (to 

the people) without the top and the down having any collaborative efforts in the programme designing and 

implementation. According to Robert Nunoo, a resident at Mamprobi, 

'they don 't considt us in what they do. Most of the time I hear they come to the Mamprobi 

Polyclinic and they are having a programme like asking the patients about their welfare and the 

services rendered them.' 

The staff were unable to give an appropriate understanding of the concept of social capital. For some, it 

was the first time hearing that word. For others who attempted to define the concept, they forgot to bring 

in the community, which forms the basic socialisation function under which social capital thrives. Without 

the community or a group of like-minded individuals accepting to undertake a certain project and/or 

believing in certain ideas and want to project them, there will not be any space for social capital. Perhaps, 

for the lack of meetings and on-the-job refresher courses might have led to their inability to define social 

change. As it was done in Bellagio and Cape Town, these meetings clarified the most important questions 

and provided the appropriate perspective for an inclusive and participatory model of social change, but they 

did not specify any particular model (Gumucio, 2001). 

The programmes of Obonu FM play a role in bringing about social change. Supported interviews from 

some of the community members reveal there is enough participation from the audience who in turn act 

upon the ideas shared on the radio station. This confirms the literature that says as a result of marginalisation 

in media systems, the call for a model of development communication based on dialogue versus 

monologue, horizontal versus vertical information sharing, equitable participation, local ownership, 

empowerment, and social 

36 



 

versus individual change continues to be heard and, if anything, has grown stronger with the steady 

decentralization of authority and increased access to new communication technology that occurred during 

the 1990s (Beltran, 1993a, 1993b;Diaz Bordenave, 1994, 1998; Fox and Coe, 1998). 

From one of the elders at the chiefs palace, he acknowledged they participate in the activities of Obonu. 

Accordingly, he said: 

'Yes, I do. Because since it’s a Ga programme, it is very important because the listening audience 

at Tema East are mostly Gas. Once a while they invite me to the programme. When they invite me 

or call me. They normally call me on phone to contribute on their programmes. ’ 

To that effect, social interventions are met and other objectives and goals of government are also achieved. 

Their presence has also increased communal activities in the communities and this is essential for any 

social change activity to take place. 

Even though the community participates in their programmes, the level of participation cannot be 

quantified. This is because the station does not have the technology (eg. ratings and non-ratings research 

mechanisms). This makes it difficult to tell the number of people listening to a programme at any time and 

the number of people whose sets are on the dial. Without this technology or idea, all approximations about 

the level of participation are subjective and analysed in the eyes and minds of the programme producers. 

They mostly rely on phone calls for such analysis. Sheriff said, 

’The number of phone calls we receive in a day depends on the topic for the day. Some topics 

attract more calls than others. But averagely, we can get about 10 to 15 calls per programme 

depending on the length of the programme ’. 

As it stands, there is no communication model that Obonu Fm uses. As it is seen earlier, the community is 

not involved in the programming of the radio station. Even though the staff of the community claim they 

get some of their ideas from the community when they go out to 

37 



 

cover events, there is not laid down communication chat to follow. This is confirmed as one said: 

7 earlier told you I am a Journalist too. Normally, when we go out we look at the trend of issues 

which are challenging to the people and discuss those issues. Issues that bothers on their socio-

economic activities. We talk to fish folks and talk to them and other issues eg. landing beach side. 

So I go to town and look around for their challenges. Some also call to tell you their problems 

and want you to highlight it for them. ' 

Even though the issue of challenges the staff face was not part of the interview guide, the interviews showed 

that some of the interviewees were not ready to tell some of their challenges as one described it as ‘washing 

one's dirty clothes in public’. However, one of the staff said they do not have the basic technology (eg. 

recorders, laptops and office mobile phones) to carry out their works. This can be true UNESCO's definition 

for community radio is not-for-profit. This does not mean that community radio cannot engage in revenue 

generating activities, which tends to be vital for survival and sustainability. This means its main objective 

is not revenue generation like commercial radio 

4.1.2 COMMUNITY CHIEFS, ELDERS AND OPINION LEADERS 

Some people in the community were interviewed to know their level of participation with the radio station. 

Unlike the staff of the station whose interviews were analysed as a single entity, the people in the 

community have their interviews analysed separately because of the diverse backgrounds that they fall 

under. However, an exception to this is the interviews among the chief of Tema - Nii Adjei Kraku, the 

Asafoatse - Nii Shipi Armah and that of the Registrar of Tema Traditional Council, Jeffery Nii-Adjei Lomo. 

Their interviews were conducted together because it is not appropriate for the chief to speak alone without 

the presence of the other two. 

38 

1 



 

4.1.2.1 ROBERT NUNOO - RESIDENT OF MAMPROBIIBE 

Robert Nunoo is a resident of Mamprobi IBE. He often listens to Obonu Fm. His dial is always, almost on 

the frequency of Obonu. He only changes the dial when there is the need to listen to other preference 

programmes. He said, 

* Yes, I know of Obonu Fm. Their dial is 96.5. I listen to it often. Normally my radio is on Obonu 

but sometimes I listen to preachers and other things from other stations like Radio Gold and others 

He does not participate in their programmes though he is an active listener this is because the phone lines 

of the radio station are always busy and at times that the calls go through, the line becomes faulty making 

hearing difficult. As he indicated, 

7 don't participate in some of their programmes. But at times the line does not connect when you 

call. The line is engaged. I wanted to participate in a particular programme but the phone lines 

are poor as a result, I don’t participate. 

Mr. Nunoo’s observation makes Obonu FM’s operations to contradict the tenets of communication for 

social change. This is because the operations of Obonu FM have failed to meet a model of communication 

that describes a process of dialogue, information sharing, mutual understanding and agreement, and 

collective action. Second, it needs a model of social change based on community dialogue and collective 

action that clearly specifies social outcomes as well as individual outcomes. 

4.1.2.2 HON. TITUS GLOVER - MP FOR TEMA EAST CONSTITUENCY 

Hon. Daniel Nii Kortey Titus Glover is the Member of Parliament for Tema East Constituency on the New 

Patriotic Party (NPP). In the interview with him, he revealed that he 

39 



  

'1 

also listens to the radio station but he does that once in a while. He does participate in the programmes of the 

radio station and he is also invited at times to contribute on their programmes. His advice to the radio station is 

for them to minimise their level of partisanship in their political programmes. They ought to represent both the 

government and those in opposition as well, he said. According to him, 

'they (Obonu FM) should not be political. If Obonu Fm wants to be a purely professional and fair 

radio station, they should not be partisan. Always projecting government agenda without that of the 

opposition. Other than that you don t want people to participate in your programmes. I will only 

advise them not to be political. 

Per his assertions, if Obonu FM have to operate as a community radio station and promote social change and 

development, then they must stop favouring one political party over the other since this contradicts the core 

value three, which is development needs to be inclusive, particularly of those who have traditionally been left 

out, of operating a community radio station. 

4.1.2.3 HON. Nil AMASAH NAMOALE - MP FOR LA DADEKOTOPON 

Nii Amasah Namoale is the MP for La Dadekotopon on the ticket of the National Democratic Congress (NDC). 

He listens to the radio station alot. Yet, he does not have any specific programme he listens to. However, the 

news segment is mostly listened to. ‘Oh. In fact I don t have a particular programme. But I listen to their news. 

Actually my radio's dial is always on Obonu,' he said. 

He believes the radio station is doing well to promote social change in the area though his problem with them is 

that they don’t do political discussions. He believes the truthful nature of the news put out there has increased his 

likeness for the radio station. He also loves the fact that the language used by the radio station is the native 

language of the Ga and the 

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Adangbes. His contribution to the radio station's programmes are based on when the radio calls him to 

make contributions. He has been on the ‘Time with your DCEs' programme twice. He admitted the radio 

station does not consult him in their programming. On the contrary to Titus Glover, he believes the radio 

station should include more political programmes. 

4.1.2.4 ALHAJI SA-RHACK NARTEY - DCE FOR NINGO-PRAMPRAM 

Hon. Alhaji Sa-Rhack Nartey, the District Chief Executive for Ningo-Prampram is not aware of any social 

change activites that has taken place in his District which was as a result of Obonu FM's initiative. This 

was contrary to what one of the staff said concerning the establishment of a school block in the area. 

‘... they have also not come to me. Maybe they will come later. I am in my second year as the DCE 

of Ningo-Prampram he said. 

He does not really listen to the radio station, though. He blames that on his busy schedule. Accordingly, 

he said T have not directly come into contact with them apart from what they show on television. I don’t 

have the personal interaction with them'. 

4.2.1.5 CHIEF’S PALACE (Nil ADJEI KRAKU, TEMA MANTSE; Nil SHIPI ARMAH, TEMA 

SHIPI) 

The Tema Mantse, Nii Adjei Kraku I; the Tema Shipi, Nii Shipi Aimah and the Registrar of the palace 

were all interviewed on the performance of Obonu Fm in their community. They know of Obonu Fm 

very well. They listen to it almost every day. 

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1 



 

'Yes we do know of Obonu Fm. We listen to it. Frankly, I my case, almost every morning I tune 

to Obonu', the linguist said. 

Some of the programmes they listen to is education in Ga and newspaper reviews in Ga. They also 

participate in the programmes of the radio station especially during their festivals. They are given the 

opportunity to educate the people about their festivals; the Homowo and Kplijoo. People are allowed to 

phone in and ask questions. Their contributions are limited (only to their festivals), however, anytime they 

call on the radio station, they promptly come to their aid. 

'For now, our limit is to the festivals. Apart from the festivals, we don’t go there. Yes, in the future 

we can make inputs as and when necessary. If there is a suggestion I want to make across to the 

entire nation, Obonu is an organ of doing that they said. 

They feel part of the radio station as a result of the Ga language used in their broadcasting. They are 

satisfied with their programmes. They mentioned an increase in the number of participants during the 

national sanitation day programme and cleaner settlements as a result of the broadcasting of messages in 

Ga in that regard. They believe the activites of Obonu Fm has been so far, so good. 

So far so good. They are doing well. Primarily to promote our Ga language because it's strictly Ga even 

though there are occasional English interventions. But those are so brief. It is a welcomed radio station. 

Their only recommendation then, when Obonu Fm started broadcasting was for them to have Obonu 

television, and this has been satisfied. 

'Yes you see this Sanitation day. They explain in the Ga language the importance of keeping 

sanitation standards in the community. And it goes down well with our people. Because for all 

you know, a lot of our people do not understand the Twi language and the English as well but the 

Ga as a medium of communication goes down well. And we are seeing a difference as compared 

to the past. Because they strictly speak the Ga language they said. 

If what the chief and his alders are saying is anything to hold, then it means that Obonu FM have met all 

the characteristics of a community radio station. The characteristic of primarily using the language of the 

people in whose community they operate, the fact that it should be 

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participatory, it should include all people in the community, it should be discussive, resolve conflicts 

and voicing out the voice of the voiceless. 

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CHAPTER FIVE 

5. SUMMARY, GENERAL CONCLUSION AND RECOMMENDATIONS 

5.1 SUMMARY 

In the view of community radio developers, community radio stations often “serve as the most trusted agent in 

town that brings change'. Community radio plays a vital role in building vibrant communities, in mobilizing 

groups to action by informing and empowering citizens, in giving voice to the marginalized groups of society, 

and in bringing community needs to the attention of local and even national governments. The scope of the 

actual and potential impact of community radio is wide-ranging, many agree, as are the challenges associated 

with community radio development. 

According to CIMA (2007: 6-7), community radio is about the horizontal exchange of information—a 

participatory interaction between the community and the radio station rather than a vertical, one-way 

communication method, delivering information from a medium to the public. The most important aspects of 

community radio, the participants emphasized, include broad participation by community members—often on 

a volunteer basis—and the ownership and control of the station by the community through a board of governors 

that is representative of the community and responsive to the diversity of its needs. Community radio involves 

community organization, joint thinking and decision-making, all of which, one development expert noted, entail 

great potential for empowering communities and building a democratic society. 

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The power of community radio to mobilize groups and bring change to societies is well recognized. This power 

can, however, also be manipulated and used to spread hate and violence, as was the case in Rwanda in 1994. 

According to Frampton (2007) community radio developers must have a clear strategy and vision of what they 

want to achieve. With community radio, the focus is on dialogue, on finding solutions, on the future rather than 

who did what to whom..., on bringing all the stakeholders together and through the radio trying to calm situations 

down and move the society toward peace and democracy”. 

The potential of community radio to bring about social change is not a matter of mere observation but, as 

Population Media Centre President William Ryerson demonstrated, an empirically proven fact based on 

quantifiable and statistically analyzed results. Focusing on women's rights promotion, HIV rates reduction, family 

planning, reproductive health issues, and prevention of child trafficking, the Centre uses community radio to 

produce behavioural change among large audiences in 15 countries in Africa, Asia, and Latin America, educating 

through entertainment, including with soap opera characters. The highly significant results of pre- and post-

broadcast random-sample surveys, Ryerson, indicative of positive changes in the behavior of those who listened 

to the programming. In Ethiopia, for example, those who listened to special programming on HIV were more 

likely to be tested for the virus than nonlisteners were. This approach builds on the power of media to create high 

emotional contexts that help make information more memorable, and the Population Media Centre relies on 

community radio as the most appropriate and cost-effective medium to reach its target audiences. 

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5.2 GENERAL CONCLUSIONS 

The main objective of this study was to explore the role of Obonu FM in its catchment area and to show the 

extent to how it is an agent of social change. In this regard, interviews were carried out for both the staff of the 

radio station and the community members. The conclusion of the study regarding the objectives set and the data 

gathered is that Obonu Fm cannot be described as a community radio. Hence they are a public radio station 

supported by the government and state coffers. 

What makes a station to put on the colours of a community are that it is a radio for, about, by and of a specific 

marginalized community; it is owned and managed by the community representatives; it pursues participatory 

social development agenda; it is non-profitable, nonsectarian and non-partisan. However, all of these are 

missing from the core values of Obonu Fm. 

The study also revealed that the radio station does not consult the members of the public before they develop 

their programmes. However, they give room for the people to participate through phone-ins, and the through 

the social media, for some programmes. 

Even though some opinion leaders interviewed believed the radio station has been able to bring about social 

change, many others are yet to see this side of the radio station. They believe the station is doing its best but its 

best does not bring the desired development. 

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5.3 RECOMMENDATIONS 

The national Media Commission must look into its policies regarding spectrum distribution. This is because 

Obonu Fm, per its establishment as one of the regional radio stations of GBC, should not be broadcasting in five 

regions simply because they have some of their tribe members in those areas. If this is the premise, then other 

regional radio stations may want to expand to cater for their indigenes in other parts of the country. 

This phenomenon of radio stations broadcasting beyond their boundaries has become a common phenomenon 

in the name of affiliations. However, such system tends to cripple the reasons behind frequency allocation in the 

countiy. Ideally, Obonu Fm should be broadcasting only in Accra and be more concerned with Gas and Dangbes 

only in Greater Accra region. 

Obonu FM is acting as a community radio but it is not one. What they can do is to have smaller relay stations as 

community radios under the main radio station. This way, when the core values and characteristics of community 

radio are achieved, their information will be sent to Obonu FM to be broadcasted. This will give it a regional 

outlook and still operating within the communities. 

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REFERENCES 

Abdi, J. and Deane, J. (2008) The Kenyan 2007 Elections and their aftermath: the role of media and 

communication: An Analysis Policy Brief No.l, BBC World Service Trust: London 

Armah, A. A. F. (2013) Breaking the Glass Ceiling in the Security Sector: A Comparative Analysis of 

Women's Promotions to Senior Positions in the Ghana Armed Forces and Police Service. A thesis 

submitted to the Kofi Annan International Peacekeeping Training Centre, in partial fulfilment of the 

requirements for the award of a master of Arts in Gender, Peace and Security, July 2013. 

Atawura, P. (2013) The Effects of the Application of Development Journalism on Senior High School 

Education in Accra By Online News Sites: A Case of Www. Ghananews agency. Org. An unpublished 

Dissertation Submitted to the Ghana Institute of Journalism in Partial Fulfilment of the Requirements for 

the Award of a Bachelor of Arts (B.A. Hons) Degree in Communication Studies 

Becker,L. and Vlad, T. (2005) Non-U.S. Funders of Media Assistance Programs The James M. Cox Jr. 

Center for International Mass Communication Training and Research, Grady College of Journalism and 

Mass Communication, University of Georgia: Athens 

Bernard, H. (2000) Social Research Methods: Qualitative and Quantitative Approach. Thousand Oaks, 

CA.: Sage Publications 

Brady, H. E. (1997) ‘Political Participation’, in R. B. Rubin, P. Palmgreen & H. Sypher (eds.) 

Communication Research Measures. London: The Guilford Press, 737 - 800. 

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Brady, H. E. (1997). ‘Political Participation', in R. B. Rubin, P. Palmgreen & H. Sypher (eds.) 

Communication Research Measures. London: The Guilford Press, 737 - 800. 

Dahlgren, P. (2001). ‘The Transformation of Democracy?’ in B. Axford & Huggins (eds.) New Media 

and Politics. London: Sage, 64 - 88. 

Dzisah, W. S. (2011). ‘Theoretical Transformations: Tradition, Postmodernism and Participation’, 

Journal of Communications, Media & Society, 4-19. 

Federico, R. L. (1998). The 1997 Argentina Election. The National Dailies and the Electoral Campaign. 

[Lecture to the Freedom Forum and Austral University]. 

GCRN (Ghana Community Radio Network) (2000) Comments on Draft Regulations 

GCRN (Ghana Community Radio Network) (2004) Comments on Draft National 

Gumucio D. A. (2001) Making Waves: Stories of Participatory Communication for Social Change The 

Rockefeller Foundation: New York 

Hardt, H. (2004) Myths for the Masses. Malden: Blackwell. 

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Mefalopulos, P. (2008) Development Communication Sourcebook: Broadening the Boundaries of 

Communication. Washington: World Bank. 

Myers, M. (2008) ’Donor Support to Media Development’ in Whose Voices? Media and Pluralism in 

the Context of Democratisation Proceedings of a Conference and workshop in Uppsala, 20-21 

September 2007, Collegium for Development Studies: Uppsala 

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Myers, M. (2008) 'Local radio: fostering community development or ethnic hatred? Donor dilemmas and 

perspectives from Rwanda, D.R. Congo and Kenya’ Paper contributed to Conference: The Media and 

Development in Africa, 27-28 March 2008, CAMRI, University of Westminster: London 

Robinson, J. P. (1972) ‘Mass Communication and Information Diffusion*, in F. Gerald Kline and Philip 

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Publications 

Rodriguez, C. (2001) Fissures in the Mediascape. An International Study of Citizens’ Media. Cresskill, 

NJ: Hampton Press. 

Rodriguez, C. (2001). Fissures in the Mediascape. An International Study of Citizens ’ Media. Cresskill, 

NJ: Hampton Press. 

Rogers, E. M. (1976) Communication and Development: Critical Perspectives. California: Sage 

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Siem ering, W. (2007) “What is Community Radio?”, in Working Group Meeting on Community Radio 

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Telecommunications Policy, June 2004 

Takeshita, T. (2006) Current critical problems in agenda-setting research. International Journal of Public 

Opinion Research, 18, 275-296. 

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Tufte, T. & Mefalopulos, P. (2005) Participatory Communication: A Practical Guide. 

Washington: World Bank 

UNESCO, (2007) Criteria and Indicators for Quality Journalism Training Institutions & 

Identifying Potential Centres of Excellence in Journalism Training in Africa by Prof Guy 

Berger & Corinne Matras 

Weaver, D. and Elliot, S. N. (1985) Joumalism-Quarterly-1985-Weaver-87-94.pdf. 

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APPENDIX ONE - INTERVIEW GUIDES 

INTERVIEW GUIDE (COMMUNITY) 

I am Frank Owusu-Ofori, a graduate student of the School of Graduate Studies and Research, Ghana 

Institute of Journalism. As part of our course requirements, students are supposed to submit a research 

work to add up to knowledge before they graduate. In the light of this, I would want you to take some 

time to answer the following questionnaire. The topic is about radio as an agent of social change in 

community development: a study of Obonu fin. You are reminded that any information that you provide 

will be treated with confidentiality and anonymity. Thank you for accepting to participate in this academic 

exercise. 

The following questions will be asked after exchanging pleasantries and following the rules of a semi- 

structured interview. This will give room for follow-up questions to be asked where necessary. 

1. Do you know of Obonu fin? 

2. Do you listen to it? 

3. How often do you listen to Obonu fin? 

4. Do you participate in some of the programmes of the station? 

5. What is the level of your participation with the radio station? 

6. Are you allowed to make contributions to their programmes? 

7. What are some of the contributions you have ever made? 

8. Are the contributions adhered to by the station when you make them? 

9. How does Obonu fin communicate with you for your inputs in their programmes? 

10. Are you satisfied with the work of Obonu fin in this community? 

11. Has there been any social change activities in the community which was as a result of the 

activities of Obonu fin? 

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12. What is your analysis of Obonu fin in the community? 

Thank you for your time and patience. 

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INTERVIEW GUIDE (OBONU FM) 

1 am Frank Owusu-Ofori, a graduate student of the School of Graduate Studies and Research, Ghana 

Institute of Journalism. As part of our course requirements, students are supposed to submit a research 

work to add up to knowledge before they graduate. In the light of this, I would want you to take some time 

to answer the following questionnaire. The topic is about radio as an agent of social change in community 

development: a study of Obonu fin. You are reminded that any information that you provide will be treated 

with confidentiality and anonymity. Thank you for accepting to participate in this academic exercise. 

The following questions will be asked after exchanging pleasantries and following the rules of a semi- 

structured interview. This will give room for follow-up questions to be asked where necessary. 

1. When was Obonu fin established? 

2. What kind of radio station is Obonu fm (community, private, state)? 

3. For which purpose was it established for? 

4. What are some of the programmes of Obonu fm? 

5. Can you tell me what your understanding is of social change? 

6. Does Obonu fm play any role in social change? 

7. What is the role of Obonu fin in social change? 

8. How does Obonu Fm promote citizens/listeners in their content development (programmes)? 

9. Does the community participate in the activities of Obonu fin? 

10. What is the level of such participation? 

11. Does Obonu fm have a communication model? 

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12. What goes into Obonu fin's programme development? 

Thank you for your time and patience. 

55