INFLUENCE OF OWNERSHIP ON SOCIAL RESPONSIBILITY FUNCTIONS AMONG PRIVATELY OWNED MEDIA ESTABLISHMENTS – A STUDY OF REDEEMER'S FM

Abstract

Social responsibility refers to the moral duty of media companies to protect democratic principles, advance societal welfare, and serve the public interest. This research investigated different types of social responsibility functions that can used in the media, examined the ownership structure of Redeemer's FM and its implications for the fulfilment of social responsibility functions, explored strategies that Redeemer's FM can implement to enhance its social responsibility efforts within the constraints of its private ownership structure, and evaluated the credibility and authenticity of Redeemer's FM's social responsibility initiatives from the perspective of its audience, considering its ownership structure. The theoretical framework for this study was social responsibility theory. Utilising mixed- method approach, findings revealed that the different types of social responsibility functions used in the media are: accuracy and fairness, transparency in reporting, ethical advertising practices, public education and awareness, digital literacy and media literacy, environmental responsibility and community engagement and support. Findings also revealed that Redeemer’s FM’s ownership structure does not impact the ability to prioritise social responsibility and that the audience are satisfied with the station’s efforts to fulfil its social responsibility functions within the context of its ownership structure. Findings showed that the strategies Redeemer’s FM can implement to enhance its social responsibility efforts within the constraints of its private ownership structure are societal happenings, awareness and publicity to the members of the community, online streaming and ensuring that the radio station's programming reflects the diversity of the community it serves by creating contents that celebrate different cultures, perspectives, and voices, as well as actively seeking out underrepresented groups to participate in programmes. Thus, the paper concluded that Redeemer's FM should continue to prioritize social responsibility as a core aspect of its operations, while also seeking to enhance its impact through strategic collaborations, staff training, and ongoing evaluation and refinement of its initiatives. The study recommended that the station should further strengthen its community engagement initiatives by actively involving local stakeholders in decision-making processes related to social responsibility programs.