The influence of learning orientation and creative broadcasting techniques on small business sustainability: a case study of selected community radio stations in Bloemfontein

Abstract

Despite the abundant literature highlighting the significance of community radio stations (CRS) in advancing community development and promoting local employment opportunities, articulating the collective voice of marginalised communities, and in advancing pluralist democracy in South Africa, there is a lack of literature that investigates the critical success factors for the long-term sustainability of these community based organisations. The current study, which recognises the importance of creating learning organisations and the introduction of new broadcasting techniques to the survival of an organisation, explores the influence of learning orientation (LO) and creative broadcasting techniques (CBT) on the sustainability of CRS. There exists extant literature that attests to LO as an antecedent of innovation and the sustainability of firms on the one hand, and new broadcasting capabilities and procedures (CBT) as instrumental to the long-term sustainability of CRS on the other. Yet studies that explore the intersection of these three variables (i.e. LO, CBT and the diverse forms of sustainability) are hard to come by, hence this study. The study draws on an interpretive epistemology, qualitative approach and two case studies of CRS located in Bloemfontein, Free State. It investigates the LO and CBT of these institutions to develop some in-depth knowledge of their influence on the community stations’ sustainability. The researcher conducted in-depth interviews with CRS managers, producers and presenters and observed the broadcasting practices and activities of these CRS. The results of the study reveal that LO and CBT, especially the implementation of each of the components, positively influenced organisational, financial and social sustainability of CRS. The study recommends that each CRS should draw up a station constitution, which specifies the code of good practice and conduct in conformity to their licencing conditions, vision and goals. The constitution should be availed to all employees to ensure unity of purpose and common understanding of the practices adopted and methods implemented by the CRS.