The impact of media convergence on the sustainability of community radio stations in the Limpopo Province.
Mathebula, Solomon Prelate
Mathebula, Solomon Prelate
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Abstract
In recent years, the South African media landscape has seen several changes as a result of the introduction of new technologies and the convergence of the
media. Traditional media such as newspapers, television and radio have had to incorporate digital mediums such as social media, websites, blogs, podcasts,
YouTube, and smart devices to disseminate information. The merging of traditional media and new media outlets has resulted in what the media
fraternity refers to as media convergence. As such, media convergence has prompted community radio to adopt converged radio stations to keep up with
the times. However, challenges faced by community radio, such as financial constraints, staff shortages, and lack of editorial management skills, among
others, prevented its ability to operate in remote areas. This is a qualitative study aimed at exploring media convergence's impact on the survival of community radio stations by identifying the challenges and opportunities brought by convergence. The study determined possible strategies and solutions that ensured the sustainability of community radio stations and the adaptation of media convergence in their day-to-day operations. However, the study used non-probability sampling technique since it focuses on non-randomised methods when drawing the study sample and selecting participants based on their accessibility. As such, because the study took the form of a qualitative approach, therefore, purposive sampling plan was employed to select a unit of analysis. Qualitative methods were also utilised to collect data through in-depth and unstructured interviews generated from presenters and station managers of three selected community radio stations in the Vhembe and Mopani districts in Limpopo province, South Africa, namely, Makhado FM, Univen FM and Phalaborwa FM.
The study discovered that community radio stations have encountered sustainability challenges imposed by the rise of media convergence. It also
revealed that not all rural community radio stations could effectively transition to convergence due to inadequate resources and skills. Moreover, the study
found that despite these challenges, some community radio stations have recognised media convergence as an opportunity to align with modern
technology. Meanwhile, presenters and station managers agreed that they had adapted their own strategies to ensure a successful converged radio without
compromising traditional radio quality.
Description
Submitted in partial fulfillment of the requirements for the degree, Master of Journalism in the Faculty of Humanities at the Tshwane University of Technology.
Date
2024-06-20
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Tshwane University of Technology
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Keywords
New technologies, Sustainability, Radio stations, Vhembe and Mopani districts, Limpopo Province