A case of double standards? Audience attitudes to professional norms on local and English language radio news programmes in Ghana

Abstract

The proliferation of radio stations across Africa has engendered an increase in local language radio stations and fuelled culturally-rooted practices of news delivery considered by many media professionals as sub-standard. This article explores the reception practices of multi-lingual audiences in Ghana, focusing on their views on the different norms and approaches of local language and English language radio newscasts. Using data from a convenience sample of 1000 radio listeners in five Ghanaian cosmopolitan cities the study finds that audiences prefer more performative modes of news delivery on their local language stations. It was also evident that radio audiences are discerning and make distinctions between what is acceptable on local language versus English language radio. These results call for a reconsideration of western-influenced standards of news delivery and the development of professional standards more accommodating of the inflections of culture.