Subtle but Pervasive; the Impact of Stakeholders Interest on Radio Programing Diversity in Kenya

Purpose: Radio stations in Kenya are confronted with financial problems due to the business model still grounded on advertising. The advertiser as a major stakeholder has potential influence over any medium which seeks his patronage, through his control of the purse strings. People listen to the radio for the programmes rather than advertisements and radio advertisements are not heard in isolation, but generally appear within the context of programmes. The subtle pressures on media enterprises by advertisers lead to the assumption that decisions concerning radio programming are much more frequently taken under the influence of economic principles shaped by the advertising industry and not under the perspective of journalistic news values. The study was anchored on the political economy of the media theory Methodology: The study adopted a mixed research design method, data was gathered through questionnaires and interviews and analysed using descriptive and inferential statistics. Findings: The study established that there was a statistically significant positive relationship between stakeholders and radio programming diversity. The study found that through his control of the purse strings, the advertiser as a stakeholder has potential influence over radio programming decisions. Unique Contribution to Theory, Practice and Policy: The empirical findings contribute to our understanding of the subtle influence of the advertisers on radio programming decisions due to their ability to withhold sponsorship. The study also contributes to our understanding of the question of how media organizations specifically radio are funded.