Communicability strategies in radio advertising: Vectors for the monetization of Community Radios in the Province of Nampula-Mozambique

Abstract

Community Radios in Mozambique emerged approximately two decades ago and were created on a non-profit basis. The main objective of these Radios is to transmit information about the experiences of the members of the community, with emphasis on agricultural campaigns, public health campaigns, culture, politics, education and local governance. However, there are huge challenges in the sustainability of the projects of each Community Radio, which is why they find the creation of publicity spots on local economic activities as a way of raising funds to support their activities. Hence, the following starting question arose: To what extent does the adoption of adequate communicability strategies in radio advertising help monetize Community Radios in the Province of Nampula-Mozambique? In methodological terms, an empirical study was carried out in the district of Murrupula, covering a population made up of employees of the local Community Radio, with the main objective of understanding how the adoption of adequate communicability strategies in the elaboration of radio advertising spots helps in the monetization of the Murrupula Community Radio, in the Province of Nampula, Mozambique. The work will consist of the following elements: Abstract, introduction, Literature review, Methodology, Research results, final considerations and bibliographical references.