Ogunyemi, O. (Jan 2006). The appeal of African broadcast Web sites to African diasporas: A case study of the United Kingdom. Journal of Black Studies, 36(3), 334-352. 

 

 

 

In 2003, the first Web sites catering to African diasporas in the United Kingdom launched as a response to its sizable and rapidly growing diaspora population—one that is largely ignored by mainstream media. Although online advertising has become the, “fourth biggest medium behind TV, print and bill-boards” in the UK, it is not a significant source of revenue for these sites. Ogunyemi conducts a content analysis and audience survey to determine the African Web sites’ content features and their appeal to diaspora audiences.  It also attempts to explore the content preferences of the African diasporas.

The content analysis focuses on the “content, communication and technical elements” of BEN Online Radio, Radio Abeokuta, BEN-TV (www.bentelevision.com) and OBE TV (www.obetv.co.uk). The most common content elements are news (home and sport), photos and community service. All sites use audio streaming, especially for indigenous music; half use video streaming.

Message boards, chat rooms, email, feedback, and letters to the editor are the most prevalent communication elements. Hyperlink and search engines—some of the technical elements—are very common. “The online medium for African diasporas is used as a vehicle for creating an ‘alternative platform for their (distinctive) audience to access news information and entertainment content.’”Despite a wide range of content features, most do not function in a public-service capacity or promote interconnectivity. Content differentiation is not noticeable between the sites, which mainly serve as a link to their offline media. None of the Web sites utilize online data collection.

The audience survey includes responses from 50 African diasporas at Internet cafes around London. Home news is the most appealing feature to the African diasporas surveyed, followed by indigenous video, entertainment, government and school. Awareness of the African Web sites is low. Audiences expect constantly updated content, which the sites do not offer.  There is a large gap between media presented to audiences and what actually appeals to them.  Websites are lacking in content differentiation.  African broadcast Web sites exploit the features presented to maintain the interest of their audience and earn more revenue.

Ogunyemi stresses that online data collection and audience profile research are essential to develop effective marketing strategies. Without these, African Web sites cannot distinguish between key audience segments that affect their ratings. The author also recommends an increase in content differentiation and depth, and improving community service and interconnectivity features.

A lack of substantial research, especially by the African Web sites, makes Ogunyemi’s study a valuable resource. The low number of audience-survey participants may not provide comprehensive or accurate data, but the findings indicate a, “gap between Web site content and audience preferences.” Ogunyemi makes good suggestions on how diaspora African Web sites can close this gap, thereby increasing their appeal to audiences and ability to attract advertisers. (Reviewed by Kara Lawton) (Edited by Priscilla Penate)