SAfm@90: Is ‘radio’ still vital in social media era?
My answer, therefore, is yes: radio still matters, perhaps more than ever. In an age of misinformation and disinformation, radio remains an important platform for verified information and professional journalism. Social media and artificial intelligence have dramatically increased the speed at which information travels, but speed does not always guarantee accuracy.
SAfm@90: Is ‘radio’ still vital in social media era?
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OPINION
By Robert Kigongo
As South Africa’s radio broadcasting sector celebrates 90 years of shaping broadcasting and driving public discourse, the anniversary is also a reminder that radio remains a trailblazer in nurturing generations of broadcasters, journalists and listeners.
The digital revolution of the 20th century saw radio connect audiences across vast distances, becoming a dominant medium for real-time news, information and entertainment. It influenced public opinion, politics, religion, culture and social behaviours.
Radio turned what was once noise into a companion. It brought music closer to people’s hearts while also creating a culture of shared narratives that shaped how people thought, spoke, dreamed and responded to different issues.
In 1924, the Johannesburg broadcasting station began reaching audiences in Johannesburg, Durban and Cape Town. It was later acquired by the government in 1936 and transformed into the South African Broadcasting Corporation through an Act of Parliament, with what became SAfm emerging as the country’s first national radio service.
Today, the SABC has grown into a major national broadcaster with numerous radio stations and television channels influencing culture, perspectives, identity, politics, public opinion, entertainment and social behaviour across Africa.
Nine decades down the road, SAfm continues to give people a voice, provide space for public dialogue, hold leaders accountable and contribute to South Africa’s democratic and economic development.
For me, the South African Broadcasting Corporation’s (SABC) anniversary brings back memories of my previous interviews on SAfm programs including The Meeting Point, Full Circle, Talking Point and Friday Wrap-Up.
I vividly remember one early morning when an email from SAfm dropped into my inbox.
Truth be told, I was both excited and anxious about the opportunity, particularly because the invitation was coming from a powerful broadcaster that has helped shape the media landscape for decades.
The first interview went well. To my surprise, the following day I received a recorded podcast of the interview.
Frankly speaking, this was a new kind of creativity coming from what many would describe as traditional mass media.
Beyond the excitement of speaking on such a major platform, I can testify that the interview amplified my opinion piece and created a significant impact on both me and the issues I had raised in black and white.
One of the impacts resulted from a podcast discussion about The Plight of Street Children. Civil society organisations and government departments picked up the amplified message and eventually took action to address, with greater urgency, the growing number of street children in affected countries.
I can testify that SAfm’s innovative programmes have helped amplify important issues from Johannesburg to Kampala. The impact of such interventions has been evident in public awareness and responses to issues affecting communities.
Another impact resulted from an opinion piece about children drowning. The podcast helped sensitise the public about the dangers of drowning, awakening parents, schools and key decision-makers in water transport to a public health crisis that continues to claim lives.
As the world marks the 90th anniversary, I can point to growing efforts by governments, civil society organisations, the media and the public to take water safety more seriously and promote measures aimed at protecting children, teenagers and adults from drowning.
These examples are only a drop in the ocean of the contributions radio has made across the world in giving people a voice, creating opportunities and building confidence among new generations of talent.
As SAfm celebrates 90 years, let us not forget that radio still plays a vital role in the advanced technological era, even at a time when many people are turning to social media as their primary source of information.
I am privy to questions from many members of Generation Z and millennials who wonder whether radio still matters in an age dominated by social media and artificial intelligence.
Lest we forget, radio has a unique ability to create intimate connections between presenters, stories and audiences. The human voice, music and storytelling can evoke memories, emotions and a sense of companionship in ways that remain difficult to replicate through purely algorithm-driven platforms.
My answer, therefore, is yes: radio still matters, perhaps more than ever.
In an age of misinformation and disinformation, radio remains an important platform for verified information and professional journalism. Social media and artificial intelligence have dramatically increased the speed at which information travels, but speed does not always guarantee accuracy.
As more people turn to social media for information, journalism faces growing pressure from declining trust, commercial interests and the temptation to prioritise influence over truth.
It is therefore incumbent upon traditional media organisations to integrate emerging social platforms and technologies into their operations if they are to survive, remain relevant and coexist with the changing media landscape.
Radio does not have to compete with social media by pretending that digital platforms do not exist. Instead, it can use them to expand its reach, engage younger audiences, distribute podcasts, receive feedback and continue conversations long after a program has ended.
SAfm’s 90th anniversary is therefore a stark reminder that radio remains vital in driving public discourse, nurturing talent, providing entertainment, promoting public awareness, holding power to account, supporting advertising and contributing to social and economic development.
The future is destined to be more of a technocratic paradigm, but the human voice will always remain powerful.
The writer is a sustainable development analyst