Vernacular Radio Programs as a Tool for Communicating Cultural Values: A Case of Murang’a County, Kenya

Currently, FM stations have mushroomed in Kenya, many using vernacular languages in their programs. The programs cover a variety of topics including politics, business, relationships, lifestyle, family, education, environment and health. This has resulted in the distortion of cultural values in the society, causing family breakups, crime, rape within the family, discord, disunity, ethnic animosity and cultural imperialism. This study consequently sought to examine vernacular radio programs as a tool for communicating cultural values to residents of Murang’a County, Kenya. The main objective of this study was to conduct survey on the vernacular radio listing habits and the attitudes of the program presenters to the listeners. Mixed method research design was used using questionnaires which were administered to a sample of 250 residents to find their listening habits and in-depth interviews to three (3) radio presenters to understand their attitude towards the programs. Data collected was analyzed both qualitatively and transcribed thematically by classifying key issues and quantitatively using descriptive and inferential statistical technique and presented using tables, pie charts, graphs, percentages and in prose form. This study shed light on the effectiveness of vernacular radio programs to convey, maintain and preserve cultural values in Murang’a County and elsewhere in Kenya.