Rural commercial radio broadcasting and human development a case study of quality fm.

Abstract

Radio has stood the test of time and continues to be a popular mass communication channel with the proliferation of commercial radio stations in rural communities on the increase. While some scholar perceives community radio programing to be developmental, very little is known about the impact of rural commercial programming. This study using the theories of Human Development and Sen’s Capability Approach investigated Rural Commercial Radio Broadcasting and Human Livelihood Improvement in the Garu District of Ghana. Through the use of Qualitative research approach, Case Study design, and Thematic Analysis, the study probed into the programming of Quality FM; Examining its role in enhancing the wellbeing of its audience. The Study found that Quality FM’s programing generally cover broad themes such as education, health promotion, economic activities, entertainment and culture. The study also explored stakeholders’ perspectives on the role Quality FM’s programing play as a tool for development and found that the stakeholders think of Quality FM as: development partner, agent of transformation and development itself. The study also revealed that Quality FM’s programing promotes the wellbeing of the people of Garu. By providing them Knowledge, and promoting their health and economic wellbeing. The study concluded that, Quality FM as a rural commercial radio station fits in very well with an approach to development related to building human capabilities.