Examining radio broadcasting policies for multilingualism in South Africa: A study of the SABC’s public radio stations

This study examines the public radio policies, strategic initiatives and the robust implementation of multilingualism by the South African Broadcasting Corporation (SABC) in South Africa. This study analyses SABC’s initiatives, challenges and successes in promoting multilingualism on its radio platforms through official policy documents and semi-structured interviews. Based on Howard Giles’s Communication Accommodation Theory, the study explores how SABC adapts its communication strategies through language choice and engagement approaches to promote linguistic diversity. Using a qualitative research design, the study investigates SABC’s approaches, challenges and achievements in fostering linguistic inclusivity. The findings reveal that SABC exhibits a commitment to linguistic inclusivity through its comprehensive language policy; however, the existing policies and their implementation do not adequately address the needs of unofficial languages, leading to their continued marginalization. Therefore, there is significant room for improvement in the implementation of policies throughout the country. The study highlights SABC’s commitment to upholding the principles of editorial independence and public accountability, crucial for serving South Africa’s diverse linguistic communities. Meanwhile, some languages receive less airtime and programmes compared to official languages, leading to disparities in linguistic visibility and cultural recognition. Furthermore, the research underscores the critical importance of language in fulfilling SABC’s obligations as a public broadcaster, emphasizing the necessity of multilingual and culturally representative programming strategies and policy frameworks. The study argues that the constitution of South Africa should recognize more Indigenous languages, and these should find coverage on SABC radio just like official languages.