World Radio Day: Commemorating Powerful Force in Shaping Societies, Breaking Stereotypes

For over a century, radio has remained one of the most accessible and trusted media platforms, adapting to new technologies while continuing to reach millions, especially in regions where digital access remains limited.

Radio remains a powerful force in Africa, bridging gaps in information dissemination, preserving cultural heritage, and raising awareness on critical societal issues.

One of the key issues African broadcasters must address is the dominance of foreign narratives and the persistence of negative stereotypes about the continent. For Tshegofatso Makola, a radio presenter at Tuks FM in Gauteng, South Africa, the solution lies in prioritizing African stories and ensuring they are told by Africans for Africans.

“We need to put a lot more focus on what happens on the continent first because I think we are all directly linked. A lot of our stories are directly linked; a lot of the narratives are directly linked. And when we neglect those and focus on what happens outside of Africa, we really lose the essence of what it means to truly be African and tell our stories the way we want to tell our stories,” Makola stresses.

Similarly, Ebenezer Donkoh, a radio host at YFM in Kumasi, Ghana, emphasizes that Africa's rich cultural heritage should be preserved and narrated by those who understand it best.

“In Africa, most of our stories have cultural values. They have some backgrounds to it that need to be told by us. Foreigners can’t tell them better than we can. So let us tell our stories the way we want others to know, and they'll definitely fly,” Donkoh says.

With the rapid evolution of technology, radio is undergoing significant transformation. The rise of digital platforms has forced broadcasters to rethink traditional models and find new ways to engage audiences. Anne Mwaura, senior radio presenter at Capital FM in Nairobi, Kenya, believes that adaptation is key to survival.

“I think radio has been here for a long time, and it will be here for a long time. And one thing about this medium is that it really does adapt and grow as quickly as it can. So as it's adapting, it will need to get into a more digital aspect of life, which is just a fact of life because the more people who are getting online, the more we will need to also adapt to that,” the radio presenter explains.

This shift towards digital is not just about survival, but also about reaching wider audiences in innovative ways. Godwin Enakhena, an administrative and sports journalist, summed it up succinctly: “If you refuse to change, change will change you.”

To listen to the whole discussion, tune in to the Global South Pole podcast, brought to you by Sputnik Africa.

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