THE ROLE OF ZNBC RADIO ONE IN INFLUENCING RURAL POPULATIONS: A CASE OF POLITICAL COMMUNICATION ON DEMOCRACY IN KATUBA WARD, CENTRAL PROVINCE OF ZAMBIA BY MWANGALA MUNDIA A dissertation submitted to the University of Zambia in partial fulfillment of the requirements of the Degree of Master of Mass Communication The University of Zambia 2016 COPYRIGHT DECLARATION I, Mwangala Mundia declare that this dissertation: (a) Represents my own work; (b) Has not previously been submitted for a degree at this or any other University; and (c) Does not incorporate any published work or material from another dissertation. Signed:…………………………………………… Date:……………………………………………… All rights reserved. No part of this dissertation may be reproduced or stored in any form or by any means without permission in writing from the author or the University of Zambia. i APPROVAL This dissertation of Mwangala Mundia is approved as fulfilling the partial requirements for the award of the degree Master of Mass Communication by the University of Zambia. Signed: Date: ………………………………………………………… ……………………………. ………………………………………………………… …………………………...... ………………………………………………………… …………………………….. ………………………………………………………… …………………………….. ii ABSTRACT This study is set out to investigate the role of ZNBC Radio One in influencing rural populations: A case of political communication on democracy in Katuba Ward, Central Province of Zambia. Descriptive research design method was used. 100 self-administered questionnaires were distributed to 100 respondents and a semi structured questionnaire was administered to 11 employees at ZNBC Radio One. Three headmen from Shamwinda, Manyama and Selengwe villages of Katuba Ward in Mungule area were interviewed. Both qualitative and quantitative methods were used in collecting and analysing data. This allowed the researcher to triangulate the information provided. Quantitative data was analysed using Statistical Package for the Social Sciences (SPSS) and was presented using pie charts, frequency distribution tables and bar charts. Producers at ZNBC Radio One said did not broadcast programmes to educate the rural populations on politics and democracy in 2014. They said programmes which are of democratic and political nature were only broadcast upon being sponsored by other organisations. Producers at ZNBC Radio One said the radio station does not carry out public opinion polls in an election year or any given time nor does it give equal coverage to all candidates involved in an election. The respondents said they did not receive sufficient information on politics and democracy. 49 percent of the respondents who participated in the research said they get information on democracy and politics from headmen who are opinion leaders and not the media. 81 percent of the respondents are illiterate as they cannot read and write while 26 percent were not up-to-date with general knowledge on national issues. The study recommended that management at ZNBC Radio One needs to re-organise its programme schedule to ensure that it starts broadcasting programmes to educate rural populations and communicate matters on politics and democracy. ZNBC should consider to formulate a policy that will allow it have responsibility over its programming even for those programmes that are produced by sponsors. There is also need to ensure that programme scheduling is based on public interest and not in the interests of sponsors and advertisers. Additionally, government should reduce interference on ZNBC Radio One in order to allow it fulfil its mandate as a public service broadcaster. iii DEDICATION To my partner Mr. Stanley Kangwa Nkumbula for the support and encouragement rendered during the time I started the programme. Thank you for your tireless effort in helping me with the relevant books I needed for the research. This report is also dedicated to our children Tumelo, Mukuka, Stanley Kangwa Jr. and our late daughter Thabo. Above all I thank God the almighty for helping me pull through even in times when I thought I would give up. iv ACKNOWLEDGEMENTS Special gratitude goes to my supervisor Mr. Kenny Makungu for the guidance rendered and for dedicating time from his busy schedule. I also thank my brother Kabaenda Mbangweta Jr. for his assistance. Special accolade also go to my research assistants Maggie Mulenga and Donald Hambote, workmates and friends who helped me with the necessary support to make this dissertation a success. v TABLE OF CONTENTS Title of dissertation…………………………………………………………………………….. Copyright Declaration………………………...………………………………………………..i Approval ………………………………………………………………………………………ii Abstract ……………………………………………………………………………………….iii Dedication...……………………………………………………………………………………iv Acknowledgements…………………………………………………………………………….v Table of contents……………………………………………………………………………….vi List of Figures………………………………………………………………………………… ix Acronyms………………………………………………………………………………………. x 1.0 CHAPTER ONE: Introduction………………………………………………………. 1 1.1 Introduction……………………………………………………………………………...… 1 1.2 Background ……………………………………………………………………………….. 2 1.3 Statement of the problem………………………………………………………….............. 1 1.4 Purpose of the study……………………………………………………………………….. 12 1.5 Specific objectives……………………………………………………………………….... 12 1.6 Significance of the study………………………………………………………………….. 13 1.7 Delimitation of the study…………………………………………………………………...14 1.8 Limitation of the study…………………………………………………………………….. 14 1.9 Theoretical framework……………………………………………………………………..15 1.10Operational definitions ………..………………………………………………………… 17 1.11Conceptual definitions ……………………………………………………………………. 18 1.12 Organisation of the study………………………………………………………………….18 1.13Summary…………………………………………………………………………………... 18 2.0 CHAPTER TWO: Literature review ……………………………………………….19 2.1 Introduction……………………………………………………………………………….19 2.2 Related studies……………………………………………………………………………. 19 2.3 Global perspective……………………………………………………………………… 19 2.4 Regional perspective…………………………………………………………………… 23 2.5 National perspective……………………………………………………………………… 26 vi 2.6 Summary……………………………………………………………………………….… 29 3.0 CHAPTER THREE: Methodology…………………………………………………..30 3.1 Introduction………………………………………………………………………………… 30 3.2 Research design……………………………………………………………………………. 30 3.3 Pilot study………………………………………………………………………………….. 31 3.4 Main study…………………………………………………………………………………. 31 3.5 Sample size………………………………………………………………………... 32 3.6 Sample and sampling techniques…………………………………………………………... 32 3.7 Data collection……………………………………………………………………………... 34 3.7.1 Questionnaire…………………………………………………………………………... 34 3.7.2 In-depth-interviews…………………………………………………………………….. 34 3.8 Data collection procedure………………………………………………………………….. 34 3.9 Data analysis……………………………………………………………………………….. 35 3.10 Ethical considerations…………………………………………………………………….. 35 3.11 Summary………………………………………………………………………………..… 36 4.0 CHAPTER FOUR: Presentation of findings…………………………………........ 37 4.1 Introduction………………………………………………………………………………… 37 4.2 Findings on the people of Katuba ward ……………………..…………………………….. 37 4.2.1 Findings on collected data……………………………………………………………….. 37 4.3 Findings on respondents on social demographic characteristics in Katuba Ward…………. 37 4.4 Findings from Quantitative Questions…………………………………………………… 40 4.5 Findings from interviews with headmen from three villages in Katuba Ward…………… 51 4.5.1 The dissemination of information on politics and democracy…………………………… 51 4.5.2 The level of interaction between civic leaders, lawmakers and electorates…………… 51 4.5.3 Accessibility to ZNBC Radio One ……………………………………………………... 52 4.5.4 Has service delivery been fulfilled in Kabuba Ward by area MP?………………………. 52 4.5.5 Have the electorates made the area MP accountable…………………………………… 52 4.5.6 Media accessibility……………………………………………………………………… 53 4.6 Findings from producers and Programmes Manager at ZNBC Radio One………………... 53 4.6.1 Findings from producers at ZNBC Radio One…………………………………………... 53 4.6.2 Does ZNBC Radio One cover elections and Candidates adequately?................................................................................……………………………….. 54 4.6.3 Public opinion polls……………………………………………………………………… 54 vii 4.6.4 Coverage of members of the public, lobby groups and experts with different perspectives…………………………………………………………………………………….. 54 4.6.5 Specialised reporting on elections……………………………………………………….. 55 4.6.6 Findings from interview with ZNBC Radio One Programme Manager……………...… 55 4.7 Summary ………………………………………………………………………………….... 55 5.0 CHAPTER FIVE: Discussion of Findings…………………………………………. 56 5.1 Introduction………………………………………………………………………………… 56 5.2 Programming of ZNBC Radio One……………………………………………………...… 56 5.3 Assessment of views on information received on politics and democracy received by rural communities on ZNBC Radio One…………………………………………………………… 59 5.4 Determining how well vested exits in rural communities on politics and democracy….. 62 5.5 Gauging if ZNBC Radio One influences rural communities to participate in national issues…………………………………………………………………………………………… 63 5.6 Summary…………………………………………………………………………………… 66 6.0 CHAPTER SIX: Conclusion and recommendations……………………………. 67 6.1 Introduction………………………………………………………………………………… 67 6.2 Conclusion…………………………………………………………………………………. 67 6.3 Limitations and future directions………………………………………………………….. 68 6.4 Recommendations………………………………………………………………………….. 69 6.5 Summary…………………………………………………………………………………… 70 REFERENCES………………………………………………………………………………….. 71 APPENDIXES Appendix i—Public Questionnaire…………………………………………………………….. 75 Appendix ii—Interview Guide for Headmen………………………………………………….. 79 Appendix iii—Semi structures