International institutions like the World Bank have hailed the Democratic Republic of Congo as one of the fastest-growing markets in sub-Saharan Africa. Traditional media remains a very powerful tool to reach the masses and spread a message, be it of economic or public health interest. However, with the rising internet penetration rate and the changing media landscape, behaviours of audience members are constantly evolving. To increase the likelihood of captivating their listeners’ attention and building the loyalty of their clients, community radio stations are resorting to sound design. The end goal is to enhance the audience’s experience. But at the same time, these radios are facing challenges on a daily basis, such as a lack of proper training for staff members and a lack of necessary equipment. The field of sound design represents an untapped mine of opportunities for all stakeholders involved.
The study aims to investigate the practice of sound design in eastern Congo’s community radio stations and compare it to what is done in other parts of the world with the intention of identifying gaps and opportunities.
Qualitative methods were used to collect data from radio stations in the form of samples of sonic identity elements sent via an electronic messaging platform. As a comparative study, secondary data was used from previous research, while primary data consisted of elements from informal conversations, anthropological observation, and personal experience of the researcher who worked with community radio stations in eastern DRC for twelve years.
Qualitative methods made it possible to collect and analyse audio elements used by community radio as well as their international counterparts. Sound design practice in eastern Congo’s community radio stations remains conceptual while heavily relying on supporting audio from the music industry. Sound design can allow both community radio stations and their clients to stand out in an area where competition is tough but not diversified. It also has the potential to revolutionize collaborations between radio stations and their audience members who can co-create an original sound identity that bears the soul of listeners.
The project concludes with the understanding that in order to fully unleash the potential of sound design in eastern Congo’s community media, it is crucial that training is provided to the radios’ staff members as well as members of the general public. Funders and actors from the private sector can play a key role in democratizing sound design, a step which will benefit all members of the community through an enhanced auditive experience.
Gaïus Vagheni Kowene LSDM Master in Design Alumnus https://www.linkedin.com/in/gaiuskowene/ I www.kowene.com
