Africa  Media Review Vol. 7 No. 3  1993
©African  Council for Communication  Education

Radio Pluralism and

Manpower Needs

by Kwame Karikari*

Abstract

This paper states that the "democracy movement" in Africa has  reasserted
the  need  for  independent  press  activity.  There  has  emerged  independent
radio broadcasting, which supports the abrogation of state monopoly of the
broadcast  media.  It is  up  to  the media  educators  and  communicators  to
ensure  that  the  main  objective  of  the  emerging  media  ought  to  be  the
Improvement of the people's lifestyle, both materially and politically.

•Kwame  Karikari  is  a  lecturer  In  School  of Communication,  University of
Ghana, Accra, Ghana

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Radio Pluralisme et des Besoins de la

Main d'Oeuvre

par Kwame  Karikari

Cet article  souligne le fait que le "mouvement de democratic" en Afrique  a
contribue a imposer la necessite d'une presse independante pour ses actMtes.
Des  media  independants  naissants  et  qui  luttent  pour  l'abrogation  du
monopole de l'Etat dans les media ont vu le jour.  II appartient aux educateurs
et aux communicateurs du monde des media a s'assurer que l'objectif principal
de cette naissante  Industrie des media se concentre sur  l'amelioration  des
conditions de vie des peuples, que ce soit sur le plan materiel ou politique.

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Introduction

The so-called  "democracy movement" in Africa  is yet  to prove  it will
bring  about  fundamental  reforms  in  the  political  and  economic
organization of African societies.  However, already a prominent feature
of the movement is the reassertion of independent press activity.  But
the  more  significant  historic  development  is  the  emergence  of
independent radio broadcasting - the abrogation of state monopoly of
the radio/TV broadcast media in several countries.

Either  such  radio  stations  have  already  been  legislation  or
constitutional  provisions  which  now  permit  the  operation  of
independent electronic media as in Ghana, Nigeria and elsewhere.

The implications of this development could be far-reaching  as  far
as the development of free expression, or the manifestation of pluralism
of  ideas  in  public  affairs,  is  concerned.  How  far  the  emerging
independent  broadcasting  will  enhance  the  advancement  and
improvement  of  the  material  and  political  conditions  of life  for  the
people, could at this moment be conjectural.  Though, precisely because
of  that  uncertainty,  it  is  incumbent  on  media  educators  an
communicators generally to influence the orientation of the emerging
industry towards objectives to support such  aspirations.

Pluralism  Defined

The striving of ideological and political pluralism could only complement
such  an orientation.  After  all, pluralism  is nothing else but  the  free
expression  of social and  political reality.  That is, pluralism is not  a
simple  question  of  numbers.  It  demands  that  variety,  difference,
contrariety, divergence are permitted, tolerated and even encouraged.
Society itself is characterized  as such,  both  in its natural  and  social
expressions.

Applied to the mass media, it demands the existence of publications,
radio orTV stations free to express and exhibit the ideological expression
of this:  in politics, in religious beliefs, in economic policy perspectives,
in cultural  diversity such  as the use of any language  and  respect of
differences  in practices.

But when we crave for pluralism in Radio broadcasting, it may not
be enough  to satisfied  with the existence of stations manifesting  the
attributes  of pluralism.  In  any case,  much  as we may wish  it,  the
outcome will be dictated by the reality of who has the wherewithal in
invest.  This is where the real test of how truly plural the mass media
will be, comes up.

Who will wield the social and economic power to invest?  Would not

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"pluralism",  be circumscribed  by cash  flow?  That  is, will pluralism
not  be  a  preserve  of  the elite?  Indeed,  may it not be  dominated  or
extremely influenced by foreign interests?  Corporate bodies of a non-
economic character,  such  as political parties, religious organizations
and  trade  unions  may  be  able  to  invest  in  broadcasting  stations.
Would the peasantry  - the majority  unorganized mass of the poor in
our rural areas - be part of this development?  Would the rural areas
be covered?  Who would pay for that?

Regardless  of  the  geographical  location  and  coverage  of  radio
broadcasting,  would content be pluralistic enough to respond  to the
needs of lower social classes? Or would they be devoted to the interests
of the elite, while  only incidentally providing doses of "development"
messages underived from  the total social experiences of these  social
groups?

Several questions could be posed regarding the content of pluralism
in relation to the development of the independent mass media.  The
answers are likely to be sought on the terrain's of legislation, the local
communities,  and  in  meetings  and  conferences  of  communicators
and  communication  educators.  Time itself will be  a  terrain  for  the
evolution of the direction of such a development.  Though, this cannot
be  left  to "fate" or "faith" since, indeed  it will not  be left  to "fate" by
those who have the wherewithal to invest and broadcast.

Challenges

There are, in the interim, a number of questions which require urgent
addressing,  whichever  direction  the  trend  takes  andwhoever  owns
what.  Though  how  best  and  how  fast  they  are  addressed  would
depend  on the  availability of financial  resources to respond  to these
exigencies:

1.  The first is finance to acquire the basic capital and infrastructural |
facilities and equipment: transmitters, premises, studio equipment,
inputs,  salaries  and  other  running  costs. 
It  is  true  that  the
increasing  simplification  of  electronic  equipment,  particularly,
broadcast  equipment,  is also reducing the costs of tiie  facilities.
But  his  is  extremely  relative,  as  far  as  African  economies  are
concerned.

2.  Secondly,  the  rapidly  changing  developments  in  electronic I
technology, pose problems for the new development in mass media |
organizations.

It is also the case, for broadcast technology, as the UNIDO observed I
in  1988,  that,  "Perhaps  the  most  significant  feature  of  the  current I

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scene  on the  application  of industrial  technology for development  is
that almost the whole spectrum of applied industrial technology that
we see around us in Africa and in the developed countries is transferred
from the developed countries with the developing countries being the
unequal partners in  this exchange."

That this is one of the most rapidly advancing fields of science and
technology,  indicates that,  the enormity of the challenge  for  human
resource development to meet the requirements thereof, would seem
daunting indeed.

But  we  would  like  to  dwell  more  on  the  challenges  for  human
resource needs to meet the requirements for programme development,
production  and  presentation,  and  management  of the  broadcasting
establishments  emerging.  This is not  in  any way to downgrade  the
problem and central place of technical competence and  inefficiency.
We  take  up  the  challenge  for  programmes  and  management
personnel,  first,  also because  of shortage  of,  or non-existence  of an
already-made  population  of  broadcasters.  Further,  because  the
character and impact broadcasting will make on the societies will to a
greater extent, depend on the content of what is broadcast.

Pluralism, democracy, demand that we resist any attempt to legislate
or enforce broadcasting structures and stations along a uniform model.
It would be preferable for legislation to encourage development-oriented
broadcasting  stations,  by  way  of  incentives  and  not  penalties,
censorship or prescribed models.

However,  the  danger  is that  it is both  cheaper  economically  and
ideologically attractive - for the urban  elites and youths - to replicate
the  brainless American  music-all-day  FM stations  here;  a  tradition
which,  in  my  opinion,  would  defeat  the  desirable  objectives  of
broadcasting in Africa today.

Training

Would the programme personnel needs be met,  even in the  medium
term?  As has  been  shown  in  several African  countries  today,  with
regard to the print media, the existing state media have a monopoly of
journalists  or broadcasters.  For  some  time  to  come  and  for  many
projected  stations, the situation is not likely to change, for the simple
reason that many new stations - like the independent press in most
countries - many not be able to attract broadcasters by emoluments.
Inability to attract better trained and qualified  personnel would have
an  important  implication  for  advertising  revenue.  Politically,  the
dangers of untrained, unprofessional broadcasters falling into traps of
libel,  or  broadcasting  messages  likely  to  create  social  or  political

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difficulties,  may not be far-fetched.  Either development could attract
the  venom  of  the  worst  instincts  of  legislators  in  already  tenuous
democratic regimes.

So how must  we address the  problem of  personnel
development?

1. Training Institutions

The World Communication Report, UNRSCO, 1989, (p. 119) contains
a  list  of  centres  which  organize  or  coordinate  training  courses  for
professionals in mass media, for short-term training at port-experience
or advanced level, excluding long-term academic courses for degrees
or  diplomas.  Of  the  11 institutions  ostensibly  set  up  for  regional
training programmes for mass media personnel, therefore, only two in
Africa:  the  Ouagadougou  Inter-African  Rural  Radio  Studies  Centre
set  up by URTNA specializes in radio.  Even then,  it has  principally
trained personnel from francophone countries in its 2-year programmes;
and  the  Kenya  Institute  of Mass Communication  which  is listed  as
offering also 2-year diploma programmes in broadcasting and television
and film for a year.

It  is  to  be  acknowledged  that  nearly  all  the  35 journalism  and
communication training institutions surveyed by Nordenstreng/Boafo
(1988)  in  Sub-Saharan  Africa,  taught  some  level  or  other  of
Broadcasting.

2.  Facilities in broadcasting stations

Training units of such stations are oriented to their own national

needs and further  face limitations of staff and  facilities.

3.  What the schools can do

•  short-term courses for stations.
•  Broadcasters Association to seek training collectively by aiding

schools.

•  Intensification,  review of broadcasting courses.

Conclusion

The next biennial meeting of the ACCE must take up this matter.  The
School of Communication Studies has already made a proposal to this
effect.

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