CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

This research investigated the role of radio in development using case studies of Christian broadcasting radio station in Buea Cameroon. The study seeks to contribute to radio role in the development of local communities.

I argue that radio has potential to encourage development through enhancing capabilities (Sen, 1999) even when people are not fully participating in the activities of the radio. In view of this, the thesis also advances debates in the area of theories of participation regarding its (participation) relationship to development.

What prompted this research are the many claims and assumptions that radio is a tool for development (Berrigan, 1979; Rennie, 2006; Milan, 2009; Myers, 2011).

For instance, the World Bank argues that radio broadcasting helps poor people to share Information in their own languages, encourages debate on community development issues, and helps community members to identify, and benefit from, more opportunities (The World Bank Group, 2004 cited in Panos, 2005: 20).

Furthermore, the World Association of Radio Broadcasters (AMARC) (1998) argues that radio serves a catalytic role in bringing about positive change, building vibrant communities and mobilizing people to action by informing and giving a voice to the voiceless.

The radio is also said to give opportunities to local community members to become “producers, not merely receivers of information and opinion and are able to articulate for themselves their social vision and demands” (Bresnaham, 2007: 212-213; Gumucio-Dagron, 2001).

These are some of the ways in which radio is linked to development. All this can be achieved through both people’s direct involvement in radio station activities and through participation in practices and events organized by the station (such as Radio Listening Clubs). This research, therefore, had as one of its objectives to investigate how radio stations in Cameroon provide opportunities for participation in the media and in development processes.

The role of radio in political persuasion is a topic that has been widely discussed in the past. A lot has been written about it, yet, there are still some points to be clarified.  The future holds great promise for political persuasion through radio in Cameroon.

There is increased competition among political parties and candidates vying for power in Cameroon which means that they need more innovative ways of communicating with voters. Radio will continue to be relevant because it provides an inexpensive platform that allows politicians to reach out to their constituents effectively using a range of different programs such as interviews, debates or talk shows where they can express their views on issues that affect them directly like education, health care or employment opportunities.

The Theoretical Framework for this research project is based on the work of Robert Hertz (cited in Collins, 2004). Hertz argues that there are three different types of symbols that can be used to persuade people.

These are “myth”, “ritual”, and “art”. According to him, the most effective way of persuading people is by using myths because they relate to the deepest emotions and needs of human beings. Myths are powerful because they are linked to a person’s identity and can be used as an effective tool for influencing attitudes and behaviors.

The second type of symbol is ritual. Ritual is also very powerful because it elicits strong emotions from people; however, these emotions are not necessarily related to deep human needs since rituals are usually performed for social purposes only.

Lastly, art represents the weakest form of persuasion since it does not evoke any emotion from its audience.

This study uses both myth and ritual together with radio as an instrument for persuasion. Radio has been used as a tool for political persuasion in Cameroon since it provides listeners with information about candidates and their policies through speech broadcasts (Collins, 2004).

1.2 Statement Of The Problem

The research problem on the role of radio in persuasion is to investigate how radio can be used to effectively influence an audience’s attitude, beliefs, and behaviors. Specifically, this research could explore the effect of radio on persuading people to take a certain action or to adopt a certain opinion.

Additionally, the research could also investigate how radio can be used to influence different types of audiences, such as those with different demographics, cultural backgrounds, and interests.

1.3 Research Question

1.3.1 Main Research Question

How does radio influence political persuasion?

1.3.2 Specific Research Questions

1. What is the role of radio in political persuasion?
2. What are the most effective strategies for persuading through radio?
3. How does the structure of a radio station impact its ability to persuade listeners?

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