On the critical approach of advertising communication broadcast in private non-commercial radio stations in Côte d'Ivoire. A study of local radios stations in the district of Abidjan

Abstract

This study proposes to analyze advertising practices in local radio stations in Côte d'Ivoire. Researchers and advertising professionals agree on the fact that the advertising windfall contributes greatly to the increasingly difficult financing of the media in the world. In Côte d'Ivoire, local radio stations, as a development tool, play an important role in societal balance. This study questions the advertising practices in these development radios in order to establish, on the one hand, a typology of advertising formats and, on the other hand, the quality of the advertisers present on these advertising spaces. The methodological choice is based on a survey by interview guide for radio station managers and a documentary study. The corpus is made up of ten (10) program schedules from five (5) local radio stations and a monitoring of 180 hours of radio programs recorded on the broadcast of programs from these radio stations. The results show that these local radios sell their advertising space directly to advertisers and broadcast various types of radio advertising. Advertisers are generally small advertisers from the informal sector and SMEs.