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The Appeal of African Broadcast Web Sites to African Diasporas

The diversification of African broadcast media into online services provides a vehicle for African diasporas to use not only for interactive communication but also for retrieving, sharing, displaying, and storing audiovisual information about their cultural practices and news about political and socioeconomic issues within their home and host countries. This study uses content analysis and audience survey to examine the content features of some African broadcast Web sites and their appeal to the African diasporas, on one hand, and to explore the awareness, motivation, and the content preference of the African diasporas on the other. It found little evidence of content differentiation between the Web sites and low audience awareness of their services but reveals a cluster of audience-preferred content features.