Radio crosses divides through sport : the role of radio in a post-apartheid South Africa, 1994-2002 : a case study on Ukhozi FM and Umhlobo Wenene FM.

Abstract

This study will examine the role sport plays in a new democratic South Africa between the periods 1994-2002. Its objective is to look at how sport can be used, through the medium of radio, as a unifying activity in the diversified South African society. The study will specifically compare the broadcast of soccer and rugby on the two radio stations (Ukhozi FM and Umhlobo Wenene FM). The main aim is to explain the relevance of the inclusion of sport into the programmes of the two radio stations mentioned above, in the period 1994-2002. This comparative approach will also explain the extent to which the listeners of these stations understand the sporting codes mentioned (soccer and rugby) now compared to how they did before 1994. This study was undertaken because there is little of its kind (if any) that looks at the power of sport broadcasting on radio in changing people's mindsets, attitudes and misconceptions regarding soccer and rugby in a new South African context. There is also little literature available that looks specifically at how Ukhozi FM and Umhlobo FM listeners relate to the broadcast of these popular but diverse codes after the end of apartheid regime. The conclusions drawn up in this study show that radio is still powerful in changing people's behaviour and attitudes not only about different sporting codes aired on radio but also in the effort to promote unity among South Africans regardless of cultural, ethnic racial and genderdifferences. In this regard, radio does cross divides created by issues of colour, culture, gender, age and racial differences.