Agenda Setting in Development Programmes Broadcasting: the Case of Mangelete Community Radio Station in Kibwezi District

Abstract

This study looks at Agenda setting in development programmes broadcasting, through the eyes of the producers. How is agenda set at a community radio station where the stakeholders are a women group, and the community that neighbours the station? Mangelete community radio is situated in Nthogoni, Mtito Andei, Kibwezi District. The objective of the study is to look at how the producers set agenda in development programmes broadcasting, the types of programmes aired at the station and what is the process of having this programmes on air, and who is the ‘final gatekeeper’ on what goes on air. A survey design was used in this study; a questionnaire was administered to the 7 producers at the station and an in-depth face-to-face interview with the station manager and heads of departments. Some of the development programmes aired at the station include programmes on Agriculture, Health, Hiv/Aids, Human Rights, Women’s Affairs and Environment, News and CDF projects. Most of the respondents have secondary school certificate. As producers, they often seek listeners’ opinion when compiling their programmes, but only do it when they feel it’s necessary. This is the first community radio station owned by women, to advance their social agenda. When the respondents were asked how often they targeted women in their development programmes, majority of them target the general public. T he response of the station manager, and the heads of departments was that women are the primary target audience. XV From the response, we find that majority of the producers cire male, even though women own the station and they are also the primary target audience. It is also evident that, despite the producers consulting a cross -section of their listeners and other stakeholders, they seem to be the ‘gate keepers’ on the programme content. The producers heavily influence development programming at the community level. Despite their secondary level of education, they seem to make major decisions. It’s ironic that the station managers also seem to agree that the producers have the ultimate hand in programme decisions.