Patterns of Audience Engagement and Consumption of Maasai Radio Broadcasts: an Analysis of Mayian Fm and Nosim Fm

Abstract

The study aimed at analysing the factors influencing the quality of content generated vernacular radio stations Mayian FM and Nosim FM. Specifically, the study aimed at establishing the influence of cultural values, revenue demands, audience preferences on the quality of content generated by vernacular radio stations and professional ethics on the quality of content generated by vernacular radio stations. The study was guided by Cultural and Social Identity Theory and Uses and Gratifications Theory. The study was conducted using a descriptive research approach. The target population consisted all the employees??? Why?? working at the Mayian FM and Nosim FM ration stations as this study takes a case approach. There was a total of 57 employees working in the two radio stations which forms the target population of the study. The study adopted census as the population targeted was small. Therefore, the study sample was 57 respondents. Primary data was collected by the use of structured questionnaire. The pilot study comprised 10 personnel from Kameme FM (Kikuyu radio station) since it was not part of the main study, with the goal of identifying and resolving any inconsistencies or mistakes that would aid in enhancing the quality of the data acquired in the main study. The raw data collected in the field was coded and analyzed using the Statistical Package for Social Science (SPSS version 26). Mean, standard deviation, frequencies, and percentages were employed as descriptive statistics. In addition, the research used correlation and regression analysis to determine the correlations that existed between the study variables. The study found that at the significance level (95%,) cultural values, audience preferences and professional ethics were significant factors in influencing quality of content generated by vernacular radio stations with significant values of 0.000, .004. and .006 respectively. Further, findings s that revenue demands were an insignificant factor in influencing quality of content generated by vernacular radio stations. Additionally, cultural values were the most significant factor in the determining the quality of content generated by vernacular radio stations followed by audience iii preferences, and professional ethics. The study recommends that vernacular radio should invest in cultural sensitivity training content creators and broadcasters. Further, explore and diversify sources of revenue beyond advertising and sponsorship which will diversify revenue streams. In addition, vernacular radio should conduct regular surveys and feedback sessions with their audiences to better understand their preferences. Vernacular radio should develop and implement clear ethical guidelines and standards for content creation and broadcast