EVALUATING THE INFLUENCE OF RADIO BROADCAST MEDIA ON THE IMPLEMENTATION OF GOVERNMENT PROGRAMS IN COMMUNITIES

Abstract

The study analyzed the influence of community radio broadcast media on the implementation of government programs in communities, a case study of top radio, Kampala. The study objectives included; to analyze the effect of community radio broadcasting on implementation of government programs; to assess the role of radio in community development in Uganda; and to analyze the challenges of radio as an agent of community development in Uganda. The study used a descriptive and correlational research design and its sample size was 52 respondents. The study revealed and concluded that community radio quickly attracts the residents’ attention to the government programs and grows their attachment to it and therefore influencing their support for government programs. community radio s arouses positive feeling about the government programs thus influencing the residents’ implementation of government programs; the study further revealed that community radio s arouses positive feelings to the government programs thus influencing positive implementation of government programs. And that community radio build trust and influence community development, The researcher recommends that organisations should invest heavily in advertising their government programs s since this positively influences implementation of government programs. The study further recommends that marketers use community radio to endorse their government programs s especially if they want to assert a huge market share. This may be the case for luxury government programs.