Radio Convergence: Young People’s Radio Listening Habits in Cape Town A Comparative Study Town PREPARED BY Cape of Noluyolo Ngomani (NGMNOL002) Supervised by Dr Tanja Bosch University Submitted to the Faculty of Humanities, University of Cape Town for the award of the degree of Master of Arts in Media Studies © 2016 The copyright of this thesis vests in the author. No quotation from it or information derived from it is to be published without full acknowledgement of the source. The thesis is to be used for private study or non- commercial research purposes only. Published by the University of Cape Town (UCT) in terms of the non-exclusive license granted to UCT by the author. University of Cape Town DECLARATION I, Noluyolo Ngomani, declare that this research under the title: Radio Convergence: Young People’s Radio Listening Habits in Cape Town A Comparative Study has not been previously submitted in whole, or in part, for the award of any degree. It is my own work. Each significant contribution to, and quotation in, this dissertation from the work, or works, of other people has been attributed, and has been cited and referenced. Signature:………………………………….. Date:……………………………………… i DEDICATION This dissertation is dedicated to Thabisa Theresa Ngomani, my late sister. My new angel, thank you for looking out for me; I promise to forever cherish our memories and to provide for your son, my lovely nephew Mbonge. ii ABSTRACT The purpose of this study is to explore young people’s radio listening habits in a time of radio convergence in South Africa. This study explores how the radio listening practices of youth studying and living in a township, for example Khayelitsha, differ from the practices of those who attend school in an urban area, for example Rondebosch, and acknowledging the University of Cape Town as a ‘grey area’ where diverse youth come together, by comparing Humanities and Science students. Drawing on Bourdieu’s theories of capital, the study argues that various issues related to Internet access in South Africa, including communicative ecology, the historical background, and ‘cultural capital’ (Bourdieu, 1986; 1990), make the radio listening experience different for different groups, and strongly influence young people's radio listening habits. This argument is contextualized in relation to radio convergence which is seen through the use of social networking sites by radio stations, young people and people at large, and focusing especially on the growth of online-only radio with evidence of it being accessible to those that have access to the Internet. Furthermore, this study used both quantitative and qualitative methods to investigate the uses and gratifications as well as the social and individualistic act of radio listening, and the phenomenon of online-only radio. This study analyses the online radio stations Assembly Radio, CliffCentral and Ballz Visual Radio as case studies to show the dynamics of this medium, specifically highlighting programming, revenue, access to stations, and the reasoning behind their conception. In conclusion, the study argues that radio convergence should not be viewed as an erosion of the nature of traditional radio, but rather argues for convergence as an extension of the medium. iii ACKNOWLEDGEMENTS First and foremost, let me take this opportunity to thank the Higher spirit(s), especially my ancestors of aMakhozi with those of aMaJwarha, for protecting me in this journey, which had its hurdles. In reality, if I had not cherished and consulted them during times of confusion, I would not have been able to compile and finish this thesis. (Praises) CAMAGWINI ke nina boGqu-gqu-gqu, zithonga-zithathu, Haha, Phazima, Mlunjwa, Phalela, Mkhomazi, booDuka namahlathi bantu abangena ehlathini belishumi baphume besixhenxe, nkonjan' émnyama edlalémafini. Nanike Majwarha bantu bakulotata, Vongwe, booMtika, booMazaleni, Jotela, Khatiti, Mnangwe, Tiyo, Soga, Mayarha, Mnguyane, Mbelu, Ndabase, Bantw'abahle noba bapheth' izikhali, Ntame'nemida njengeye nkunzi, mabujwe'bhidlika njengodaka, abantu abazila inyengelezi kanti iqaqa bayalitya, nkomo zibomvu abangafuni inkom’ enyama ngoba yona bayayixhela. I want to thank my supervisor Dr Tanja Bosch, for helping me realise my potential by endorsing my ideas and for everything else in between. Let me also thank the administration at the Centre of Film and Media...thank you. In addition, the financial assistance of the National Research Foundation (NRF) towards this research is hereby acknowledged. Opinions expressed and conclusions arrived at, are those of the author and are not necessarily to be attributed to the NRF. To the entire Ngomani family, my mother Ntombesine Frances Ngomani whom I call 'Madam', you have carried me with your prayers and encouragement. If it weren’t for you I wouldn't be where I am today. My nephew, Mbonge who called me regularly to inquire about my wellbeing, thank you for your love and support. Let me not forget NoGoli my cousin's daughter. Thank you for making feel closer to home than I actually was. To all my friends, those who were far and near when I worked on my thesis, thank you all for your support, especially Thandokazi Mayo for being a supportive friend. To conclude, this thesis is dedicated to my late sister Thabisa Theresa Ngomani. Your passing made me see the value of studying further. If it were up to me I would have preferred to have you around to witness it all. Rest in peace Sis’ Ta, Nomnyamazana. iv CONTENTS DECLARATION ................................................................................................................... i DEDICATION ...................................................................................................................... ii ABSTRACT ......................................................................................................................... iii ACKNOWLEDGEMENTS ................................................................................................. iv CONTENTS .......................................................................................................................... v CHAPTER 1: INTRODUCTION ......................................................................................... 1 1.1 The scope of the study ............................................................................................ 1 1.2 Research questions ................................................................................................. 7 1.3 Background to the study ......................................................................................... 7 1.4 Significance of the study ........................................................................................ 8 1.5 Objectives ............................................................................................................... 9 1.6 Research ethics ..................................................................................................... 10 1.7 Dissertation structure ............................................................................................ 10 1.8 Conclusion ............................................................................................................ 12 CHAPTER 2: THEORETICAL BACKGROUND ............................................................ 14 2.1 Introduction .......................................................................................................... 14 2.2 Context and Background - Cape Town dynamics ................................................ 14 2.3 Young people and new media .............................................................................. 18 2.4 History of radio in South Africa ........................................................................... 21 2.5 Radio Convergence .............................................................................................. 32 2.6 History and evolution of radio listening ............................................................... 36 2.6.1 Theorizing radio listening ................................................................................ 39 2.6.2 Cultural influence in radio listening ................................................................ 41 2.6.3 Listening and music ......................................................................................... 42 2.6.4 Listening in South Africa ................................................................................. 43 2.6.5 Listening in a time of convergence .................................................................. 45 2.7 Conclusion ........................................................................................................... 47 CHAPTER 3: METHODOLOGY ..................................................................................... 49 v 3.1 Introduction ................................................................................................... 49 3.2 Audience research .......................................................................................... 50 3.3 Triangulation ................................................................................................. 51 3.4 Sampling ........................................................................................................ 52 3.5 Focus groups .................................................................................................. 54 3.5.1 Luhlaza Secondary School .......................................................................... 56 3.5.2 IkamvaYouth in Khayelitsha