Community radio and youth empowerment in rural areas - An exploratory study of Musina FM, South Africa

Abstract

The youth (aged 18-35) constitute almost a third of the population (17,84 million) in South Africa. Among these, the majority are 'in the heat'. They often fall within one of three categories: uneducated, unemployed, and unemployable. In rural areas, these are exacerbated by limited access to information, educational opportunities, and infrastructure (Mlatsheni & Leibbrandt, 2011). To mitigate these issues, community radio has emerged as a key tool for community development, particularly in marginalised areas. This study explored the role of community radio in promoting youth empowerment in rural areas, with a particular focus on Musina FM in Limpopo Province of South Africa. Recent literature, Sithole (2020) indicates that financial constraints have led many community radio stations, including Musina FM, to shift their focus from serving community needs to prioritising commercialisation and advertising. This shift has impacted community radio station's ability to fully realise its mandate of community development, particularly in promoting youth empowerment. This study builds on the premise that community radio holds significant potential for empowering youth, particularly in rural areas. It seeks to explore how Musina FM's programmes can be harnessed to foster youth empowerment, with a particular emphasis on social and economic development in the rural areas of Musina. The study argues that, for Musina FM to effectively achieve youth empowerment in rural Musina, its programmes must be aligned with the specific needs and aspirations of the local youth population. The study adopts a qualitative research approach, collecting insights from both youth participants and Musina FM staff about the station's contribution to youth empowerment. Data was gathered through five focus group discussions, each involving six young people from rural areas, as well as semi-structured interviews with eight (N = 8) Musina FM staff members, including the station's programme manager, presenters, and producers. A total of thirty-eight (N = 38) participants contributed to the study. The data was analysed thematically to uncover key patterns and insights. The analysis was grounded in Zimmerman's Empowerment Theory (2000). The findings revealed that Musina FM plays an important role in empowering young people in rural Musina by providing access to important information, education, and platforms for discussing local issues that are often overlooked by mainstream media. However, although programmes like 'Youth to the Future' engage young people, their impact is limited by factors such as short broadcast times and reliance on digital platforms like TikTok and Facebook. The findings further revealed a need for greater integration between community radio and online media. Furthermore, the study identified several barriers to Musina FM's full potential, including inadequate infrastructure, perceived relevant content and unreliable internet connectivity. Another issue highlighted is the limited involvement of young people in the creation and development of radio content, which results in youth being passive participants rather than active contributors. Despite these challenges, Musina FM continues to foster youth participation, positively influencing attitudes and encouraging engagement among young people in rural areas. In conclusion, the study recommends that Musina FM involve young people in all stages of programme development and content creation, from planning to broadcasting. It is also recommended that the station extend its broadcasting hours and expand its network reach to ensure greater access to youth empowerment programmes in rural areas. This study highlights the critical role of community radio in fostering youth empowerment in rural South Africa, despite the challenges these stations face.