Power FM must take diversity seriously
DIVERSITY and representation describe the inclusion of various types of people, identities, and perspectives in a workplace or organisation. Power FM is a popular and entertaining radio station in Zimbabwe that incorporates music, talk programmes, news, and other features in its programming.
Regardless of its level of popularity, Power FM has a duty to treat everyone with respect and to give a forum for many viewpoints and ideas. Unfortunately, Power FM's public legitimacy has been damaged and it is now a renegade public radio station due to a culture of taking its listeners for granted. This is because the station's presenters are now notorious for delivering their shows in vernacular, specifically Shona, rather than English, the station's designated language. In the following paragraphs, I will provide several examples.
Before being dethroned from the influential slot, the cornucopia of Shona used to begin bright and early with the duo of Tinashe Chikuse and Phathisani Sibanda on The Champions League Breakfast Show. The former breakfast show hosts would compete to present in vernacular. However, Chikuse, the show's anchor, would, on the other hand, season his vernacular links with English in rare and infrequent instances.
Regardless of who hosts the breakfast show, it is primarily delivered in Shona. Miss Rach, Rugare, and Nijo recently took over the show from Chikuse and Sibanda and renamed it The Morning Drive Show. There is still a lack of diversity in the show's production team, features, guests, and music. The trio just kept things as they were, failing to improve upon or forget what Chikuse and Sibanda had done.
Butterphly and Shugeta would have the audacity to present some features entirely in Shona before leaving the drive time slot. Their pranks come to mind quickly; they would last longer than five minutes in vernacular. Between 9am and midday in Shona, Butterphly now hosts Sekuru Mafuta, a traditional healer who interprets dreams for people. The list of examples could go on forever.
Power FM's reputation has been blemished by its tendency of excluding or belittling other diverse voices. This practice has strengthened the idea that certain groups of people are not deserving of respect or consideration, which is unacceptably harmful. If presenters are inclined to delivering programming in vernacular, it may not be inviting or accessible to listeners who speak other languages, or it may be primarily targeted at Shona-speaking listeners. Listeners who do not speak Shona may unlikely tune in or support the station in other ways because of lack of credibility and trust. This can result in a drop in listenership, revenue, and advertising opportunities. Additionally, if businesses and organisations think the station mainly speaks to one particular group, they might be unwilling to advertise on the station. Furthermore, potential contributors such as subject matter experts and musicians may be put off from submitting their work to Power FM if other varied voices are of little importance. This limits the station's capacity as a medium that presents a variety of viewpoints and beliefs.
Almost a year after his appointment, station manager Scot Matengambiri should make it a priority to value and respect all contributors, regardless of their background or identity. This could include implementing policies that promote diversity and inclusion. For instance, the station can adopt a language policy where English is the main language, while other local languages are given equal weight.
In terms of the hiring policy, Power FM can set for itself hiring goals to ensure a motley and representative staff. Power FM can ensure inclusivity in its programming by creating content that mirrors the diverse experiences, cultures, and identities of its listeners. This can include rotating music from different cultures and interviewing guests from different backgrounds.
The station should also promote inclusivity by encouraging more people from across Zimbabwe to submit their work for consideration on the station's programming. This could include setting up programs that provide mentorship or support for those who are interested in submitting their work.
Finally, Power FM should strive to support the use of vernacular languages by providing translation services for programming that is delivered in Shona or other local languages. This would allow more people to access the content, regardless of their home language.
Diversity and representation are essential for Power FM because it is a public sphere tasked with ensuring that all voices and perspectives are heard.
If the station wants to maintain its powerful role as a medium, it must prioritise diversity and representation. This includes valuing diverse voices, promoting inclusivity, and supporting vernacular usage.
Taking diversity and representation seriously can help improve Power FM's public legitimacy, and increase its capacity to reach new audiences and build listenership. It can also help create a more inclusive environment where all contributors are respected and valued.
It is time for Power FM to make the necessary changes to ensure that all individuals, regardless of their background or identity, are treated with dignity. Power FM can become a powerful force for positive change in Zimbabwean society by taking steps to promote diversity and inclusion.
Thembelani Moyo, South Africa