,1 INTRODUCTION................................................................................................... 1
2 RESEARCH PROBLEM STATEMENT..............................................................1
3 SUBPROBLEMS.................................................................................................... 1
4 LITERATURE REVIEW........................................................................................... 1
5 THEORETICAL FRAMEWORK................................................................................2
6 RESEARCH DESIGN.................................................................................... 3
7 PRESENTATION AND INTERPRETATION OF FINDINGS...........................................4
7.1 Uses of social media by community radio........................................................4
7.2 Ways audience responds to the social media posts of community radio. . .4
7.3 Languages used on the social media page of the community radio................5
7.4 Topics represented on the social media pages of community radio.................5
7.5 Type of content engaged with audience on social media.................................6
8 DISCUSSION OF THE FINDINGS..................................................................7
9 LIMITATION OF THE STUDY.........................................................................7
10 ETHICAL CONSIDERATIONS........................................................................7
11 CONCLUSION.............................................................................................. 8
12 SELF-ASSESSMENT AND SELF-REFLECTION.......................................................8
13 SOURCE CONSULTED......................................................................................... 9
14 APPENDIUM..................................................................................................... 12
14.1 APPENDIX A: USES OF SOCIAL MEDIA BY COMMUNITY RADIO......................12
14.3 1APPENDIX C: LANGUAGES USED ON KASIE FM FACEBOOK PAGE................15
14.5 APPENDIX E: TYPE OF CONTENT ENGAGED WITH AUDIENCE ON FACEBOOK
............................................................................................................................ 20
14.6 ETHICS FORM............................................................................................... 23
, 1 INTRODUCTION
Community radio is based on the ownership and operation of radio through the voice
of the community; for example, presenters and journalists are community members
(Gavaza and Pearse, 2019). Relatedly, Chiumbu (2014) believed that community
radio demonstrates community ideologies through reporting the daily actions of
people. In South Africa, community radios became popular in the 1980s, resulting in
over 200 community radios. This study is based on a social media analysis of Kasie
FM. It uses Facebook as the platform for the radio to engage with the audience. A
social media analysis coupled with a mixed-research design formed the framework
for the study. It is a community radio station in Thokoza township. The study aims to
understand the methods by which Kasie FM establishes connections with listeners,
maintains listener loyalty, and engages listeners.
2 RESEARCH PROBLEM STATEMENT
This study uses social media analysis to explore ways community radio uses social
media to engage with listeners. A mixed-research design shaped the exploration of
Kasie FM, located in Thokoza Township. The study is based on a cross-sectional
timeframe through which the Kasie FM Facebook page is analysed.
3 SUBPROBLEMS
1. What does the community radio use social media3 for?
2. How does the audience respond to the social media posts of community radio?
3. What type of language is used on the social media page of the community radio?
4. What topics are mostly represented on the social media pages of your selected
community radio?
5. What type of content engages audience on social media page for community
radio?
4 LITERATURE REVIEW
Community radios utilise social media as an important source of operations,
particularly acquiring and distributing news. Matsilele et al. (2023) revealed that
community radios depend on social media as an easy way to generate contemporary
news on daily happenings in the community. Correspondingly, Bosch (2016) believed
that community radios adopt Facebook to confirm and verify news. This also
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