Effectiveness of Mdantsane FM community radio in health information promotion among residents of eastern cape province, South Africa

Abstract

Community radio's effectiveness in health information ecosystem in rural Africa has yet to be explored much in the literature. This paper seeks to understand rural residents’ perceived effectiveness of community radio in health promotion using Mdantsane FM's listeners in selected communities in Eastern Cape Province as a point of departure. We applied Qualitative and quantitative methods within the theoretical frameworks of the public sphere and Uses and Gratification theories. The findings showed that Mdantsane Community F.M. could be an effective health information source. However, the station still needed to optimise its health information promotion role. To fulfil this role, community radio stations must proactively and intentionally create and broadcast culturally nuanced health programmes consistently and sustainably.