The Impact of Social Media on Radio Content and Programming: a Case of the Kenya Broadcasting Corporation Radio Stations

Abstract

This study sought to investigate the impact that technology and social media has had on radio broadcasting. It examined the various ways and reasons why radio broadcasters use social media using a sample of radio presenters at the Kenya Broadcasting Corporation. The study applied purposive sampling and stratified random sampling methods to compose a study sample of 52 respondents to participate in the filling of questionnaires and interviewees to be involved in in-depth interviews. By employing a mix of quantitative and qualitative research methods, the study guided by two theories of communication namely Uses and Gratification and Displacement theories set out to identify appropriate formats and the techniques to use, the various reasons for and ways social media networks are applied in radio broadcasting, the gratifications sought and the effects of social media. Quantitative data collected through the questionnaires was analysed using descriptive statistics and presented using tables and pie charts. The study established that radio presenters are heavily dependent on social media for content generation and interactivity amongst themselves and with their listeners. The study suggests that the Kenya Broadcasting Corporation should put it in place a social media policy to regulate use of social media and that the findings of this study should be used to generate more revenue. Future studies should examine the extent of harm caused to the Kenya Broadcasting Corporation by the uncoordinated use of social media and suggest ways of undoing the mess. Further, there is need to explore how the gender of radio practitioners determines the impact of social media in radio programming.