Disseminating Spiritual Broadcast Content in Faith-Based Radio Stations: A Pathway to Religious Identity Adherence Among Listeners

Abstract

The broadcasting of spiritual content by faith-based radio stations in Kenya has not only strengthened the religious needs of a Christian audience but has also drawn them into the competitive media market. It is within this context of competition that this study sought to establish key factors influencing the framing and dissemination of faith-based radio content. This exploration was essential because faith-based radio stations must first strengthen their appeal to their relatively homogeneous Christian audience before extending to a more heterogeneous one. The review of generic studies in this paper was more theoretical than praxis-oriented by its exclusive focus, albeit rudimentarily, on the media effects theories that provide essential multi-reference terms for analysing key divaricate empirical findings and expending the methodological rigour for such an analytic portion by exploring the mediatization of Christianity through benign historical lenses. The investigation revealed from a functionalist perspective that the stations’ attempts to incorporate secular issues as a diversification strategy were far-fetched and manifestly detrimental to their core mission. It is therefore crucial for these stations to broadcast wholesome spiritual content, as it is a powerful correlate to their mission and vision.