What is the Role of Local Radio Stations in Minority Languages Revitalization and Maintenance? A Case of Venda Language on National Fm, Zimbabwe

This study analyzed the role of radio on minority language revitalization and maintenance, thus Venda language on National FM was used as the case for the study. Language revitalization and maintenance is a subfield of language planning and policy, which looks at conserving endangered minority languages. This study explored how using minority languages on radio reverses minority language shifts. The foundation of this study was based on the fact that radio plays a role in revival and maintenance of minority languages. This research was qualitative in nature. Methodologically, the study used interviews as the main data collection tool, and semi-structured interviews were conducted. This study deployed the Reversing Language Shift (RLS) theory as the analytical lens that enabled the study to analyze and evaluate the role of National FM in reversing the Venda language shift. The data collected gave an insight into the fact that broadcasting in minority languages is of paramount importance as it plays a role in reviving and maintaining minority languages. The study explored that National FM adds value to the Venda language, builds confidence among speakers to be faithful to their language, and challenges speakers to adopt standard Venda. The researcher then concluded that broadcasting in minority languages on local radio revives and maintains endangered languages. The study therefore recommended National FM to give more airplay time to minority languages as they are given limited time compared to endoglossic languages.