The Role of Maa-Speaking Vernacular Radio Stations in Promoting Literacy Among Maa Women in Narok County

Abstract

This paper examined the role of Maa-speaking vernacular radio stations in promoting literacy among women in Narok County, Kenya. The research investigated content significance of educational broadcasting in indigenous language media. The research employed a mixed-methods research design, combining quantitative and qualitative approaches to provide comprehensive understanding of vernacular radio's educational impact. Primary data was collected through structured questionnaires administered to 312 women aged 15-60 years across rural areas of Narok County, and in-depth interviews conducted with 20 radio personnel from four Maa-speaking stations (Sidai FM, Mayian FM, Nosim FM, and Radio Osutua FM). Multistage cluster sampling was used for women respondents, while purposive sampling selected radio personnel with educational programming experience. The theoretical framework integrated Agenda-setting theory. Quantitative data was analyzed using SPSS version 28.0, employing descriptive statistics, correlation analysis, and cross-tabulations. Results were presented through tables, charts, and statistical summaries. Qualitative data from interviews and content analysis was analyzed using thematic analysis, identifying recurring themes and patterns related to programming approaches, content development, and audience engagement strategies. The findings revealed that all respondents were listening to Maa-speaking radio stations, with 59% listening daily. Universal awareness (100%) of literacy-related programming indicated successful content integration, with 83% of respondents confirming that programmes specifically target women. The research found that 67% of content is broadcast entirely in Maa language, though only 31.7% of women have been consulted about programming preferences. Women's perceptions were generally positive, with mean scores of 3.67 for motivation to read and write and 3.75 for knowledge acquisition through radio programmes. The research concluded that Maa-speaking vernacular radio stations serve as effective platforms for literacy promotion, successfully reaching target audiences and influencing educational attitudes and behaviors. The research recommends that radio station owners increase literacy content allocation and improve community consultation mechanisms to enhance programme relevance.