The Constructions of Ndebele Identity in Skyz Metro FM: An Audience Reception Study

Abstract

Discourses on the negotiation and construction of ethnic identities in Zimbabwe have preoccupied scholars across disciplines, ranging from history, sociology, anthropology, and most recently media and communication studies. This study proceeds against the background that in Zimbabwe, literature on the relationship between identity formation and the media is little and far between, while available studies are limited to textual and discourse analysis. This inquiry takes a reception study approach to find out how audiences physically interact with radio content and negotiate different identity categories through qualitative in-depth interviews. This study extends this scope to the examination of how the advent of Skyz Metro FM has aided representation to extend discursive construction of identities. The study shows how a sense of belonging to Ndebele identity has been shaped by various changing power dynamics of internal and external factors in ways that allows one to understand how the production of national identity impact on the expression of belonging to Ndebele ethnic identity. The analysis is framed on the premise that like most collective identities, Ndebele identity has been flexible, fluid, negotiable, complex, shifting and contested but it centrally argues that Ndebele identity gels around key markers such as language. The relationship between broadcasting and ethnic nationalism found clear expression in Skyz Metro’s deliberate adoption of the slogan Esabantu (for the people) and maintains the station’s signature which is deployed throughout its programming.