Digital Transformation in Community Radio: Extending the Reach of Social Inclusion Efforts at Mathare FM, Nairobi, Kenya

Stephen Ndirangu Maina; Kennedy Njasi Simiyu

doi:10.51867/ajernet.5.4.76

Authors

Stephen Ndirangu Maina
mainahsteve02@gmail.com
Mt Kenya University, Kenya https://orcid.org/0009-0008-0920-9691
Kennedy Njasi Simiyu Kibabii University, Kenya

Keywords:

Community Radio Station, Digital Transformation, Social Inclusion

Abstract

This study explores the potential of Mathare FM, a community radio station in Nairobi’s Mathare slum, to enhance social inclusion through digital transformation. The main objectives were to assess how digital platforms can expand Mathare FM’s role in promoting social inclusion and to explore the perceptions of listeners and staff regarding the integration of these tools. Purposive sampling method was employed to select participants who could provide relevant insights regarding the station's social inclusion impact for Mathare residents. Grounded in Diffusion of Innovations Theory and Uses and Gratifications Theory, this research analyses the benefits of incorporating social media, mobile applications, and online streaming into the station’s operations. Data collected from the questionnaires were analysed using SPSS to perform descriptive and inferential statistical analyses. A descriptive research approach was used, combining questionnaires and interviews with a sample size of 400 members. Findings indicate that Mathare FM plays a significant role in promoting social inclusion, with 53% of respondents reporting high satisfaction with the station's community engagement efforts. Notably, 76% of respondents believe that digital platforms would facilitate greater engagement for marginalized groups, and 73% expressed a willingness to integrate these tools with traditional broadcasting. The study recommends developing a comprehensive digital strategy, enhancing social media engagement, and leveraging mobile applications to increase accessibility and interaction within the community.

Dimensions

REFERENCES

Aizstrauta, D., Ginters, E., & Eroles, M. A. P. (2015). Applying theory of diffusion of innovations to evaluate technology acceptance and sustainability. Procedia Computer Science, 43, 69-77. https://doi.org/10.1016/j.procs.2014.12.010 DOI: https://doi.org/10.1016/j.procs.2014.12.010

Atkin, D. J., Hunt, D. S., & Lin, C. A. (2018). Diffusion theory in the new media environment: Toward an integrated technology adoption model. In Advances in foundational mass communication theories (pp. 225-252). Routledge. https://doi.org/10.4324/9781315164441-13 DOI: https://doi.org/10.4324/9781315164441-13

Camilleri, M. A., & Falzon, L. (2021). Understanding motivations to use online streaming services: Integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing-ESIC, 25(2), 217-238. https://doi.org/10.1108/SJME-04-2020-0074 DOI: https://doi.org/10.1108/SJME-04-2020-0074

Cammaerts, B. (2015). The mediation of insurgent politics. International Journal of Communication, 9, 1-21.

Dearing, J. W., & Cox, J. G. (2018). Diffusion of innovations theory, principles, and practice. Health Affairs, 37(2), 183-190. https://doi.org/10.1377/hlthaff.2017.1104 DOI: https://doi.org/10.1377/hlthaff.2017.1104

Dunaway, D. (2018). Community Radio at the Crossroads: Digital Media and Social Inclusion in Latin America. Palgrave Macmillan.

Fraser, C., & Estrada, S. R. (2001). Community Radio Handbook. UNESCO, New Delhi.

Gumucio-Dagron, A. (2001). Making Waves: Stories of Participatory Communication for Social Change. Rockefeller Foundation.

Kaminski, J. (2011). Diffusion of innovation theory. Canadian Journal of Nursing Informatics, 6(2), 1-6.

Lin, H. F., & Chen, C. H. (2017). Combining the technology acceptance model and uses and gratifications theory to examine the usage behavior of an augmented reality tour-sharing application. Symmetry, 9(7), 113. https://doi.org/10.3390/sym9070113 DOI: https://doi.org/10.3390/sym9070113

Mathenge, D. (2013). The challenges of infrastructure planning in urban slums: Case study of Kosovo, Mathare 4b, and Gitathuru slums in Mathare Valley (Doctoral dissertation, University of Nairobi).

Nguyen, A. (2022). Digital inclusion: Social inclusion in the digital age. In Handbook of Social Inclusion: Research and Practices in Health and Social Sciences (pp. 265-279). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-89594-5_14 DOI: https://doi.org/10.1007/978-3-030-89594-5_14

Nyamnjoh, F. (2015). Media and Citizenship: Between Marginalisation and Participation. Zed Books.

Ojebode, A., & Adegbola, T. (2020). Digital transformation of community radio in Africa: A study of audience engagement in Nigeria. Journal of African Media Studies, 12(1), 34-56.

Okaka, W. (2013). Community media in Kenya: Enhancing social inclusion. International Journal of Humanities and Social Science, 3(3), 51-62.

Pavarala, V., & Malik, K. K. (2021). Community radio for social change: Restoring decentralized democratic discursive spaces. In Handbook of Communication and Development (pp. 190-212). Edward Elgar Publishing. https://doi.org/10.4337/9781789906356.00019 DOI: https://doi.org/10.4337/9781789906356.00019

Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3-37. https://doi.org/10.1207/S15327825MCS0301_02 DOI: https://doi.org/10.1207/S15327825MCS0301_02

Salter, L. (2020). Community radio in rural Australia: Digital transformation and social inclusion. Media International Australia, 175(1), 123-136.

Siemering, W., Fairbairn, J., & Rangana, A. (2002). Assessing community radio: Its impact and challenges. AMARC Africa and Panos Southern Africa.

Thussu, D. K. (2019). Digital media and the Global South: Enhancing social inclusion through community radio. Media Asia, 46(1-2), 50-61.

UNHABITAT. (2020). Informal settlements' vulnerability mapping in Kenya Facilities and partners' mapping in Nairobi and Kisumu: The case of Mathare. UNHabitat. Retrieved from https://unhabitat.org/sites/default/files/2021/08/the_case_of_mathare_final.pdf

Whiting, A., & Williams, D. (2013). Why people use social media: A uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362-369. https://doi.org/10.1108/QMR-06-2013-0041 DOI: https://doi.org/10.1108/QMR-06-2013-0041