Former Ndizi TV news anchor Job Maangi recently shared a vital lesson he learned from his experience working with vernacular media stations. In a post on his Facebook page, Maangi emphasized the importance of maintaining the authenticity of vernacular broadcasts by minimizing the use of Kiswahili and English during shows. His advice highlights the unique role vernacular stations play in connecting with their audience and preserving cultural identity.
According to Maangi, incorporating too much Kiswahili or English dilutes the essence of vernacular programming, potentially alienating listeners. “When you mix vernacular with a lot of languages, you put off the audience,” he explained.
He clarified that this does not suggest the audience is uneducated but rather reflects their desire for a localized experience. Many listeners tune in to vernacular stations to hear content that resonates with their cultural background and speaks to their identity in a comforting way.
Vernacular stations offer a sense of home and familiarity, particularly for people living far from their roots or those seeking a reprieve from the formal tone of national stations. “It’s therapeutic when they hear it in pure vernacular,” Maangi added, highlighting the emotional connection many listeners have with their native languages.
He also encouraged broadcasters to work on their proficiency in speaking their local dialects. This not only enhances the authenticity of their delivery but also builds trust and credibility among the audience.
Listeners often associate good command of the vernacular language with a deeper understanding of their culture and values, making the content more relatable and impactful.
Maangi’s reflections underline the importance of preserving the “local flavor” in vernacular broadcasting. Such programming goes beyond entertainment, serving as a critical tool for cultural preservation, education, and community building. By staying true to the language, broadcasters can foster a deeper bond with their audience and ensure the survival of local dialects in an increasingly globalized world.
For media professionals working in vernacular stations, Maangi’s advice is a timely reminder to respect and embrace the linguistic and cultural richness of their audience. His insights resonate not just within the media industry but also for anyone striving to create meaningful connections through communication.
