The comedification of radio programming in Uganda : a case study of Radio Simba

Abstract

This study investigated the rise of comedy in Ugandan radio programming, with a specific focus on Radio Simba. Analyzing Radio Simba’s comedic evolution from 2019 to 2023, the study contextualized these shifts within Uganda’s evolving media landscape. The objectives of the study included: to examine the factors for increased comedy programming; to explore the effects of comedy on radio programming; and to assess the impact of comedy on the audience. Utilizing a case study design and a qualitative approach, the study relied on in-depth interviews and focus group discussions to collect findings. Drawing on the Political Economy of Communication (PEC) Theory, this study assessed how economic and political factors shape comedic content, revealing how media ownership, market dynamics, and policy influence programming. By using PEC, the study examined how these forces reinforce dominant ideologies, support elite interests, and impact narrative framing McChesney, (2008); Mosco (2009). Using thematic analysis to analyse the data, the study identified key motivators, including branding effectiveness, sales growth, and abundant comedic talent as the key factors for increased comedy programming. Comedy’s impact on Radio Simba’s content includes enhanced audience engagement, communication, and advertising appeal. The findings underscored comedy’s role in enriching media experiences, fostering social cohesion, and strengthening audience loyalty. Recommendations include a call to UCC to develop guidelines on radio comedy, radio stations investing in quality comedy programming, while the listeners should provide feedback on comedic programming, and demand comedy that serves their interest and the public interest.