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Proposal On
IMPACT OF AKAN RADIO NEWS PRESENTATION ON THE AUDIENCE OF ADOM FM
BY
GEORGE NYAVOR
(BACS 10236331)
THIS STUDY IS IN PARTIAL FULFILMENT FOR THE AWARD OF A BACHELOR OF ARTS IN COMMUNICATION STUDIES
Table of Contents
Page 1
Introduction………………………………………………………………………………………………………3
Background……………………………………………………………………………………………..4
Problem Statement…………………………………………………………………………………5
Research Objectives…….…………………………………………………………………………6
Research Questions………………………………………………………………………………..6
Significance of Study………………………………………………………………………………7
Scope of Study………………………………………………………………………………………..8
Literature Review……………………………………………………………………………………………..9
Theoretical Framework…………………………………………………………………………..9
Review of Related Studies……………………………………………………………………10
Operational Definition of Terms…………………………………………………………..18
Methodology……………………………………………………………………………………………………19
Research Design……………………………………………………………………………………19
Sample and Population…………………………………………………………………………20
Page 2
Data Collection……………………………………………………………………………………..21
Data Collection Instruments…………………………………………………………………22
Investigative Questions………………………………………………………………………..23
Sample Investigative Questions…………………………………………………………..23
Data Analysis…………………………………………………………………………………………24
Limitations…………………………………………………………………………………………….24
Timescale………………………………………………………………………………………………24
References………………………………………………………………………………………………………26
Impact of Akan Radio News Presentation on the
Audience of Adom FM
Introduction
It is indubitable that the rise of Akan-language oriented radio stations, partly
as a result of the liberalization of the airwaves, and partly as a response to
the need to keep the vast illiterate Ghanaian population informed on key
Page 3
local and global social, economic and political issues is a step in the right
direction. However, the presentation of Akan news on some local-language
oriented FM stations is too typical of the interactive characteristics of Akan
societies. These characteristics, essentially, exaggerate some issues, whiles
downplaying the seriousness of other issues, and (especially to the illiterate
living in the urban areas) some of the words are too difficult for
comprehension.
Choice of Adom FM audience as case study is due to the researcher’s
avoidance of any conflict of interest between him and a colleague who is
doing a similar study on Peace FM. Peace FM would have been an
appropriate choice because they started what this study is calling “Akan
Radio News Presentation”, and secondly they seem to have the biggest
audience base so far as Akan-language oriented radio is concerned.
In spite of the above reasons, it is this researcher’s strong belief that Adom
FM (106.3) has an audience that matches Peace FM’s audience base. And
since a couple of research work in the area of Akan-language oriented radio
has focused on Peace FM, Adom FM makes an appropriate alternative.
i. Background Statement
Liberalization of the airwaves by the 1992 constitution (Article 162(3))
facilitated the widespread establishment of private media houses in Ghana.
Page 4
Subsequently, the need for a local-language oriented radio station was
realized. Peace FM, 104.3, began the first private Akan-language radio
station in 1999, followed by other media houses of which Adom FM is one.
Promoters of the liberalization of the airwaves were of the view that the
process would have social, economic and political benefits for Ghana
because it will impact positively on the people – this is true. However for
some time now, there have been debates surrounding the way some media
houses operate. Prominent among these debates is the style of news
presentation on some Akan-language oriented radio stations.
The National Media Commission (NMC) has issued guidelines to standardize
the “preparation, presentation and transmission” of programmes on all
broadcasting media. However, this standardization seems a long way off. In
the absence of a standardized preparation, presentation and transmission of
news programmes on Akan-language oriented media houses, the impact it is
having on audience must be studied.
ii. Problem Statement
The popularity of Akan-language oriented media houses is a welcome
phenomenon in Ghana, but it may not be serving its purpose as far as news
presentation is concerned.
Page 5
Choice of words in news presentation and the general language and tone of
voice all influence audience appreciation of issues carried in the news.
Against this background, and with the knowledge of the circumlocution,
pronoun mismatching, nouns (especially proverbial names and other names
with indirect meanings), evasions, hedges and various forms of pre-
sequences etc as used in Adom FM news broadcast, this research will
attempt to find out if audience of Adom FM attach the appropriate
importance on the issues contained in Akan Radio news presentation.
It is important for audience to enjoy the style and presentation of any media
output before they can continue being an audience to such media output.
This may mean compromising journalism standards (by the media house) to
meet target audience expectations, especially where the competition for
audience is steep.
iii. Research Objective
General Objective
The General Objective of this study is to:
Examine the usefulness of Akan Radio News presentation, on Adom FM, in
enhancing audience appreciation and comprehension of key social issues, as
well as its conformity to journalism standards in Ghana.
Specific Objectives
Page 6
Specifically, the objectives of this study will be to:
1. Investigate the perception of Adom FM audience on Adom FM
radio news presentation (in a few words).
2. Investigate Adom FM audience’s ability to identify gender
sensitive and child abuse issues contained in the presentation of
Akan Radio news.
3. Analyze the conformity of Adom FM news presentation with the
standards of journalism.
iv. Research Questions
This research will attempt to answer the questions:
1. What is the perception of Adom FM audience (description in few
words) on Adom FM radio news presentation?
2. Does audience of Adom FM news broadcast identify gender
sensitive, and child abuse issues?
3. How does Adom FM news presentation conform to the standards of
journalism?
v. Significance of the Study
The following will be the import of this study:
To point out aspects of Akan Radio News broadcast that
obstructs audience understanding of issues carried in the news.
Page 7
To suggest ways of keeping to the informal character of Akan
Radio News presentation without compromising the standards of
journalism.
To highlight the aspects of Akan Radio News broadcast that is
tangential to journalism standards, if any exist.
To identify gender bias and children’s right abusive language (or
wording) used in Akan Radio news presentation, if any exist.
To show that there is a significant relationship between audience
understanding of issues (and subsequent impact on key social,
economic and political issues) and the innuendos, humour,
proverbs etc as used in Akan Radio News broadcast.
As a requirement for the award of a Bachelor of Arts in
Communication Studies.
vi. Scope of the Study
This part will describe the scope of the study and the limitation which it has.
This study will take approximately six months to complete. Field work is
likely to begin in March of this year (2010). Even though Adom FM is in
Tema, it has a strong audience base in Greater Accra as well. So sample of
audience of Adom FM in Greater Accra will be interviewed via a
questionnaire.
Page 8
Sample audience will be selected randomly from Kotobabi and on the
campuses of GIJ because of proximity. The researcher is a resident of
Kotobabi, and a student of GIJ.
200 sample audiences will be randomly and purposively selected. Two
different sets of interviews will be conducted, one with the audience of Adom
FM, and another set with professionals and students of Journalism (or
communication studies) to cater for the question regarding the conformity of
Akan Radio news presentation with journalism standards.
Limitation of this study will have to do with the time frame within which this
study has to be completed (six months), coupled with other academic works
within the same period.
Another limitation will have to do with finance. Cost of printing,
transportation and related expenses will have to be catered for by this
researcher. However this researcher has a personal interest in the topic and
related issues. Also this researcher is determined to produce a work that can
be looked back upon with pride and a sense of fulfillment. This determination
should appropriately neutralize the limitations.
Literature Review
Page 9
Most of the books that have tutored students of communication, some of
who end up in the Akan-language oriented radio stations, are written in
English, and authored by either a British or an American. The British or
American societies have social interactive characteristics significantly
different from Ghana’s. Furthermore, examples and illustrations regarding
how news should be presented have English as the lexical context. Hence
most Akan-language oriented radio stations try to combine western- (or
textbook-) style programming and Akan society interactive features in their
news programs. This review focus on these broad areas: news presentation
as put forward in our textbooks, and a discussion of Akan social interactional
characteristics.
Theoretical Framework
This study is situated in the Agenda Setting Theory and the Uses and
Gratification Theory of mass communication.
The Agenda Setting Theory of mass media, developed by Comb and Shaw in
1972 (McQuail, 2003) emphasize, among other things, that choice of words
in news presentation by a radio station, is a factor that will determine the
importance placed on particular issues by audience of the newscast.
Page 10
The Uses and Gratification Theory (McQuail, 2003) highlights the importance
of thinking about the audience in deciding which word(s) or style of language
to use in Akan-language oriented news programming.
The Agenda Setting Theory will guide this study towards identifying the
choice of words in Akan radio news presentation, and the subsequent
importance or otherwise placed on the content of the news presented in
Akan.
The Uses and Gratification Theory will show the link between Adom FM
audience expectation and the style of news presentation on Adom FM. That
is, the continuous style of news presentation on Adom, despite
condemnation by some communication experts (and professionals) in this
regard, suggests a desire-to-please-audience factor.
Review of Related Studies
News programming is one of the very technical aspects of journalism, or
media work. According to Itule & Anderson (2007), it is important for news to
have certain unique characteristics that will first, differentiate it from other
types of media program and secondly, to enable any media house achieve
utmost results in their news broadcast: audience knowledge of the world
around him/her, and appreciation of relevant issues and concerns in an
interdependent, networked globalizing village.
Page 11
According to Boyd (1993) radio news broadcasting must be straight-forward,
concise, made up of familiar words and unambiguous in the content being
carried across. These characteristics according to him are necessary because
of the transient and fleeting nature of radio. Radio audiences are especially
susceptible to the barriers that obstruct proper appreciation and
understanding of the content(s) of any news report. These barriers may
include use of proverbs, rhetorics, irrelevant humour, circumlocutions etc.
The ultimate goal of any news report is appreciation and comprehension of
the issues contained in the report by audience without any confounding
features. However, these scholars were making these propositions with
English language as the lexical context.
According to Obeng (2003), in most African societies “much as plain or direct
language is cherished and highly appreciated because of the pragmatic
clarity it offers, implicitness, indirectness, vagueness, prolixity, ambiguity
and avoidance are even more cherished and preferred especially when the
subject matter of what is being communicated is difficult or face-
threatening”.
He proceeds to say that “Verbal indirection”, the communicational strategy
in which interactants abstain from directness in order to avoid crises or in
order to communicate 'difficulty', and thus make their utterances consistent
with face and politeness, is pervasive in Akan social interaction.
Page 12
Furthermore, pronoun mismatching, nouns (especially proverbial names and
other names with indirect meanings), evasions, hedges and various forms of
pre-sequences (which help to eliminate perceived obstacles to making such
speech acts as announcements, requests, or invitations), acknowledgement
of imposition, proverbs, metaphors, innuendoes, euphemisms,
circumlocution, riddles, tales, hyperbolas, and communication through
intermediaries or proxies, are among the linguistic discursive strategies in
Akan language.
The increase in the number of private FM stations, as a consequence of the
liberalization of the airwaves, has made it possible for some media outlets to
tailor programs to suit the vast illiterate population of most urban dwellers in
Ghana. Recent statistics indicates 43.8% urban dwellers in 2000, as against
9% in 1931. At the current growth rate of 2.6% per annum, the urban
population is expected to double in 17 years (GSS, 2000). Accra Metropolitan
Area (AMA) alone, for instance, according to 2000 census represents 25% of
all urban dwellers in Ghana, increasing at 4.5% per annum.
Because Ghana has a low literacy rate (approximately 58% according to the
UNESCO Institute of Statistics, (2007)), and with the urban population growth
rate (in Accra) at 4.5% annually, urban dwellers in Accra, among whom will
be a vast illiterate majority, will be incapacitated in various regards by virtue
of their inability to comprehend news reports when presented in English on
all media outlets.
Page 13
That is, in an ever intensifying global world, their understanding of key
political, economic and social issues that affect them directly and indirectly is
appreciably limited. This may translate into economic hardships leading to
poverty, ignorance of key health concerns, ignorance of social and political
rights and freedoms, and to a significant extent, ignorance of social and
political responsibilities as a citizen. It may also befuddle efforts to disabuse
Ghanaian society of cultural misconception on gender and children roles, as
well as the subsequent violations of women’s and children’s rights.
It is against these backgrounds that the increase in FM stations which
broadcast news and other programs (which nonetheless mirror western style
of programming) in Akan language is a step in the right direction.
Adom FM (106.3), Peace FM (104.3), Asempa FM (94.7), Oman FM (107.1),
Happy FM (98.9) among others, are some stations broadcasting news and
other programs in Akan language. However, it is important to ensure that
news, as presented in Akan language by these media outlets, retain the
qualities and purpose of news in the professional conception of the word.
According to Shrivastava, 2003, “news is one of the biggest known media
outputs in today’s media programming”. He states further that the concept
of news has existed long before the phenomenon of mass media. This is
supported by Schramm (1963).
Page 14
Furthermore, to illustrate the universality of news, it is possible in Africa
today to find accounts of a primitive system in remote tribal areas where
people exchange local news during weekly markets just by talking to one
another.
Also to illustrate the power of news, before the era of newspapers and
electronic media, news was communicated by mouth. Public announcements
by those in power were communicated to their subordinates by various kinds
of drummers. Such announcements – even now – dominate the news
coverage in the newspapers, radio and television in almost all countries
irrespective of their ideology (Shrivastava, 2003).
The importance and power of these rudimentary mediums of news to society
such as drums, trumpets and gongs, as well as the modern media of news, of
which radio is an example, cannot be missed. It is even more important for
people who are in power and those who want power. Radio and TV become
first targets in coups, and those who snatch power from an old regime use
these electronic mediums for their first announcements.
Radio news, at once, can be used to serve both societal interests as well as
the interests of an individual or a select few of individuals. Hence it is a
requirement in professional journalism to present or broadcast news as it is –
as the event happened.
Page 15
Use of proverbial preludes, humour, rhetorics and ‘coined words’, which is a
major characteristic of Akan radio news broadcast on Adom FM, has the
potential of eliciting a conscious or unconscious lessening in appreciation of
the issues contained in the report, which will mean also a reduction of the
required impact on the audience.
Mckane (2006) purports that the final stage of journalistic process, the only
one the audience encounters directly, is the words. “They may be printed,
spoken or placed on a computer screen, but first they have to be prepared…
if they are boring, they will bore, if they are incomprehensible, they will not
be understood, if they are clumsy or inappropriate, they will annoy” (ibid). All
of these challenges must be considered also in Akan Radio News
preparation.
Vandyk A.J.(2001), in her study titled “An Assessment of the Performance of
Adom FM: A Case Study of Residents of Tema Community 2” stated that
62.1% of respondents were of the view that the presentation style of Adom
FM is exceptionally good and 65.5% of respondents preferred the use of the
Akan language in program presentation. This was because most people
understand the Akan language more than any other language. The purpose
of the study was to assess the general performance of Adom FM. She used
Page 16
the quantitative method of data collection, where she administered
questionnaires to the sample population.
Another study conducted by Arthur C. (2000) on “Language Use in FM Radio
Broadcasting” revealed that although students understand the Akan
language, most of them listen to radio stations that broadcast in the English
language. The prominent reason for this was that English-language oriented
radio stations were straightforward, concise and unambiguous in their news
presentation, and in the presentation of other programs. The purpose of his
study was to assess students’ perception of, and attitude towards their own
local language used in radio broadcasting. He used the multi-stage cluster
sampling.
The immediate two reviews have demonstrated that on the one hand, Akan
radio news presentation appealed to a section of the audience, and on
another hand, it was unpopular to another section of the audience. The
implication of this observation can be explained by considering the sample
population of the two studies: students (who understand the English
language and were exposed to news on either foreign or local English
language news presentation) and audience who “understand Akan language
more than any other language” (and hence were not interested in English-
language oriented radio).The students judged the Akan-language news on
Adom FM against what they have been exposed to over the years, and
Page 17
perceived less of it. The second group was only interested in the fact that
they can also get to know what is going on around them first-hand through
the Akan Radio News presentation.
Even though there have been significant changes and improvements in the
media terrain, with respect to technology, the basics of news (reporting
events as they happened or are happening) have not changed. But what is
observed in Ghana, with respect to Akan Radio news broadcast is worth
studying to assess its impact on audience.
Adom FM (106.3) is a commercial radio station situated in the Tema
Municipality. It began operation in May, 2000. It is operating on a frequency
that was then called Groove FM. But Joy FM, a member of the Multi Media
Group bought it and subsequently, the offices in Accra (Osu) was re-located
to Tema (Comm 2). They broadcast all relevant radio programs in Akan
language. Currently, Adom FM claims to be the number one most listened to
station in Ghana (www.adomonline.com).
Operational Definition of Terms
Akan Radio News Presentation (Adom FM News Presentation): Radio
news presented in Akan-language which is full of exaggerations, hedges,
“verbal indirection” and humourous statements. This type of radio news
Page 18
presentation mirrors Akan social interactive characteristics, and it is highly
informal.
Journalism Standard: (With respect to radio news)—Factual, concise,
straight-forward and formal reportage of events or happenings. Also, such
reportage of recent events or happenings must be comprehensible to the
audience.
Informal: Down-to-earth and highly interactive style of news presentation.
Social Issues: Gender sensitive and Child abuse issues.
Research Methodology
Even though Adom FM is situated in the Tema Municipality, it has a strong
and significant audience base in the Accra Metropolis
(www.adomonline.com).
Areas that will be covered here will include the research design, population,
sample and sampling techniques, instruments and detailed statements of
how data will be collected and analyzed.
Research Design
This research will investigate the impact of Akan Radio news presentation on
the audience of Adom FM. Hence the design of this study will be aimed at
achieving the three objectives of this study, enumerated above.
Page 19
200 respondents will be interviewed in all. 75 will be randomly selected from
GIJ campus, and another 100 will be randomly selected from Kotobabi. The
first 75 will be made up of GIJ students from level 300-400 to investigate the
impact of Adom FM news on audience with an academic experience and
knowledge of what is supposed to be contained in news presentation in the
professional sense of the word. From level 200 a student of GIJ is supposed
to know the basic requirements of radio news broadcast, but to be on a safer
side, level 300 to 400 students will be randomly selected.
Furthermore 25 editors, and/or other professionals in the Akan language-
oriented broadcasting discipline will be interviewed via questionnaire. This
sample will investigate why Akan radio news presentation has the informal
aura associated with it. The remaining 100 respondents will be made up of
randomly selected residents of Kotobabi who listen to Adom FM news.
Sample and Population
The study will target audiences of Adom FM on GIJ campus and residents of
Kotobabi. However, information on specific population of Adom FM audience
in Accra could not be obtained.
Sampling is by random selection of audience in the Kotobabi area, and on GIJ
campus. However, this researcher will do a purposive sampling of
Page 20
professionals in the Akan Radio News presentation discipline. They will
include members of Adom FM news crew, and members of the news crew on
some Akan-language oriented media houses. Mostly, Editors and Presenters
would be selected.
Data Collection
This research is about the impact of Akan radio news broadcast on audience
of Adom FM, and hence primary data is very important. But to make up for
areas beyond the scope of this study, secondary data shall be resorted to.
Data regarding the population of Adom FM audience in Greater Accra shall
be gotten from the offices of Adom FM.
Furthermore, Adom FM news crew will form a significant part of the 25
respondents that will be interviewed on the reason for the informality
associated with Adom FM news presentation.
A letter of introduction provided to the researcher by Ghana Institute of
Journalism shall be sent to Adom FM to gain their approval and solicit their
co-operation before the study begins.
Page 21
Data Collection Instruments
The researcher will collect data by administering a questionnaire. The
questionnaire will use structured questions, consisting of about 20 questions
divided into three sections, ‘A’, ‘B’, and ’C’.
Section A will consist of 5 questions seeking to answer the first research
question. Section B will also consist of 8 questions seeking to answer the
second research question, whiles 7 questions in section ‘C’ will attempt to
answer the question: How does Adom FM radio news presentation conform to
journalism standards?
That is, all participants will be administered with questions in sections A and
B. But the sample consisting of the level 300-400 students of GIJ and the
professionals in the Akan radio news broadcasting discipline will be made to
answer questions in section C, in addition.
Most of the structured questions will be the close-ended type and
respondents will be asked to mark the appropriate box matching the correct
Page 22
answer. Other questions, however, will require respondents to give their
opinions.
Investigative Questions: Table 1 (on next page) provides sample of the
investigative questions.
Table 1: Sample Investigate Question
Section
Research Question Investigative Question
A What is the perception of Adom FM
audience (description in few words) on Adom FM radio news presentation?
Which of these words describe your perception of Adom FM news presentation?: 1. Informative 2.Entertaining 3. Informative and Entertaining 4. Uninformative 5. Uninformative but entertaining.
Do you think Adom FM news presentation is useful?
B
Does audience of Adom FM news broadcast identify gender sensitive, and child abuse issues?
Are you able to identify issues concerning gender and child abuse on Adom FM news?
How would you describe how they are presented? 1. Exaggerated 2. Factual 3. Trivialized 4. Humourous 5. Humourous but Factual
C How does Adom FM news
presentation and hence Akan Radio News presentation conform to the standards of journalism?
Does Adom FM Radio News Presentation conform to journalism standards?
Which aspect(s) of Adom FM
Page 23
news presentation conforms to journalism standards and which aspect(s) do(es) not?
Data Analysis
The responses to the structured close-ended questions will be rated in
percentages. The percentage of respondents for each alternative will be
given and analysed. The data collected will be analyzed using the computer
software known as Statistical Package for Service Solution (SPSS).
Limitations
Limitations of this study will be with respect to the time frame within which
this study is supposed to be completed. Aside this fact, this researcher will
be engrossed in other academic work as well.
Furthermore, since this research is not sponsored, financial constraints in
printing, transportation and other unforeseen activities are sure to limit the
research process.
Also under the heading of ‘Impact’, other relevant topics could have been
studied other than child abuse and gender sensitive issues (social issues),
but time and financial constraints have limited the study to only these two.
Other equally relevant issues that could have been studied include audience
knowledge of their human rights, their involvement in global issues
Page 24
But these limitations will be made up for by my interest in the topic, and my
desire to produce a work that can be looked back upon with satisfaction,
pride and a sense of fulfillment.
Timescale
November– December 2009: review of literature
January – February 2010: draft literature review
March 2010: agree research strategy with supervisor
April 2010: obtain formal access to Adom FM and other Akan-language FM
stations for collection of primary data.
May 2010: compile, pilot and review questionnaire. And administer actual
research questionnaire.
June 2010: final collection of questionnaire for data analysis, and final
writing of project report.
Page 25
References
Boyd A., (1993), Broadcast Journalism: Techniques of Radio and TV News.
Focal Press; Oxford. United Kingdom.
McKane A., (2006), News Writing. Sage Publications; London.
Itule D.B., & Anderson D.A., (2007), News Writing and Reporting for Today’s
Media. McGraw Hill; London.
Obeng S.G., (2003), Language in African Social Interaction: Indirectness in
Akan Communication. Nova Science Publishers Inc.
Otoo E.A., Whyatt D.J., Ite U.E., (2006), Quantifying Urban Growth in Accra
Metropolitan Area (AMA), Ghana and Exploring Causal Mechanisms.
Available at www.fig.net (Assessed 03 January, 2010.).
Shrivastava K.M., (2003), News Reporting and Editing. Sterling Publishers;
New Delhi.
UNESCO Institute of Statistics, National Functional Literacy Programme
(Ghana). Available at www.unesco.org (Assessed on 03 January, 2010).
McQuail D., (2000), Mass Communication Theory. Sage Publications; London.
Vandyk A.J., (2001), An Assessment of the Performance of Adom FM: A Case
Study of Residents of Tema Community 2. (Project Work). University of
Ghana School of Communication Studies, Legon.
Page 26
Arthur C., (2000), Language Use in FM Radio Broadcasting. (Project Work).
University of Ghana Legon.
Page 27