Congratulations to Leke!
Our congratulations and very best wishes go to Adeleke Adeyemi, a Better Science Reporting participant based in Lagos – he’s getting married on October 9th. We don’t know anything about the lucky lady – maybe he’ll send us a photo from the special day!?
More news from the Agfax Network
Bernice in America – but looking to make links in Nigeria
Bernice Agyekwena, a Ghanaian writer who attended a Better Science Reporting workshop in Kumasi earlier this year, is now studying for a year at the Berkeley Graduate School of Journalism, part of the University of California.
About her course, she writes:
“Some of the issues that have been raised in class include why there is so much food insecurity in Africa. The reasons that have come up are many; from the effects of colonialism to international trade that forces African countries to concentrate on cash crops like cocoa, forcing them to put large tracts of land under cash crop cultivation to the detriment of domestic food production. Other issues like the land tenure system of some parts of Africa, ethnic conflicts, drought and floods and climate change have been mentioned. Even some conditions put in place by the International Monetary Fund which have forced African countries not to subsidise agriculture have been sited as one of the reasons why agricultural productivity is low.
Another thing the class has been looking at is how Africa is being portrayed by the media and how most people have a distorted view of Africa; that Africa is a land of disease and poverty filled with ignorant people who are always fighting. They are calling for a more balanced reportage of Africa that will give people a true picture of what actually exists. “
That point is very pertinent for AGFAX – we have a responsibility to be reporting accurately, and helping to correct the distorted picture by highlighting the positive work being done in Africa.
Request for help in Nigeria
Bernice writes:
“I am considering Nigeria's presidential initiative on cassava as one of the areas to research on. I have downloaded some information from the internet on the issue, but I am a bit apprehensive about going to Nigeria. I hear they are hostile to journalists and I do not know how much cooperation I will receive from other journalists to help me with my research.”
If you think you can assist Bernice, or give her some advice, please get in touch with her. Her email address is anice732001@yahoo.com .
And if you want to keep in touch with how she’s doing, her blog address is http://berniceagyekwena.wordpress.com
Winnie Onyimbo – busy, busy, busy!
“I am doing the online FARMRADIO course and script writing competition and it is exciting and very engaging. I also got the Cancun climate change fellowship in Mexico coming up in November/December. On another note, I re-aired programs that I had done some time back - the Agfax that featured Cancer in Africa - on a new radio station called Imani in western Kenya and there were several responses on that. People asking questions and requiring more information on cancer. There is one particular lady who called to say that she listened to the program and went to hospital to have some suspicious lumps checked and she was told that it was cancerous. She is starting treatment this week!”
That final part of Winnie’s message shows what an impact our reporting can have – and also demonstrates that the benefits or outcomes from our work may continue for much longer than we realise. Thanks Winnie for sharing it with us!
And congratulations also to Joy Ful, editor of The Farmer’s Voice in Cameroon, who has also been selected to attend the Cancun meeting.
Eric Kadenge – a convert to agricultural reporting
“I think my agricultural work with WREN has shaped my career as a development communicator and also increased my passion for agricultural reporting and more so, the desire to see rural farmers earning for their hard labour. It has also contributed to my academic development. I am working on my thesis whose topic is: The role of radio and the cell phone in enabling rural farmers to access timely and reliable market information.”
Thanks Eric – and good luck with the thesis!
Yinka Olawode – an aspiring script writer with a secret plan
Yinka has been funded by the British Council to attend a script writing course, but has plans to do more than just write dramas.
She writes: “I am interested in script writing because of my desire for creativity. I also believe strongly that in the near future I would be reporting science on screen or perhaps produce science programmes, preferably docu-dramas, so that it would appeal to a wider audience, especially very young ones. Could also be good instructional materials on latest science research for students, especially as related to agriculture, and entertaining but intellectual programmes for scientists and farmers.
Getting people excited about watching it would be easy with what I'm learning on screenplay development. The lecturers are from the University of London. They are really good, but they don't know yet that I have plans beyond the regular dramas.”
George Kalungwe – babies, blogs and biotechnology
Congratulations to George and his wife Bertha for the birth of their first born, a baby boy Narai (God is great) on August 7th.
And George has been pretty busy with work as well:
In July he attended the African Technology Policy Studies Network (ATPS) Workshop on Effective Reporting of Science, Technology and Innovation (STI) and its role in socio-economic development, in Nairobi. He writes, “The most critical thing I learnt at ATPS workshop was blogging. I had personal chat with a Zambian reporter who taught me how to blog as a beginner. Now I am posting my articles on: http://journalistgeorgekalungwe.blogspot.com/
https://georgekalungwe.wordpress.com/
“Among other we learnt about ways of strengthening science-based media peer networks/association to enable them play bigger roles in improving the quality and quantity of science reporting on the continent. The other thing I will advance from the training is the formation of a network of Malawi agriculture and science reporters at least by the end of this year.”
While in Nairobi George also attended the a monthly session of the Open Forum for Agricultural Biotechnology which centred on the issue of stewardship; in other words how stakeholders developing biotechnology can police themselves other than being regulated by governments. He has also been invited to Burkina Faso on a BT Cotton Study Tour organized by the International Service for the Acquisition of Agri-biotech Applications (ISAAA) AfriCenter to be held from November 8-12, 2010.
Domfeh at the World Cup – if you don’t know him, he’s standing next to the bored/tired man in the yellow shirt!
Tips and techniques
Hooks –wait for them or make them?
Editors love them, listeners respond them, journalists work to them: hooks give our stories relevance and interest value. The hook is the reason why the story should be covered at all, why now and may even determine how you cover it.
Hooks come from the calendar e.g. World Food Day coming up on October 16th.
Hooks come from the news and current affairs. E.g. latest food price rise.
But sometimes you have to make your own hook!
Take cowpeas - an annual legume that is one of the most ancient crops known to man. A crop that is massively important to people, livestock and the rural economy in Africa, Asia and South America. So?
Later this month in Senegal there will be the 5th global conference on cowpea science with hundreds of scientists and their stories. So what?
To generate interest, the organisers of the conference had to create some hooks.
They are presenting the sights (cowpea crops and farmers’ stories), sounds (music and culture) and tastes (restaurant event of different dishes) of cowpeas as well as the latest science. AGFAX network member Busani Bafana will be there and we will be hearing what hooks grabbed him in AGFAX in the coming months.
So what does this mean for us as journalists? As well we being reactive to the hooks we are given, have an eye or an ear for what you can do proactively to create the hook for your own reporting.
Finally, don’t forget to hook our interest if you have a story for AGFAX.
Opportunity: African radio producers wanted
Radio Netherlands Worldwide is looking for radio producers in Africa who are interested in making long documentaries for them.
Radio Netherlands Worldwide (RNW) has been producing background radio programmes (30 minutes in length) for Africa for the past 10 years. Rencontres et Profils in French (http://www.rnw.nl/afrique/radioprogramme/rencontres-et-profils) and Africa in Progress http://www.rnw.nl/africa/radio-program-list/22703 in English. The audio is made available on CDs and then mailed to hundreds of partner radio stations on the continent. Electronic links are also provided.
The programmes are co-ordinated by Helene Michaud in the Netherlands. And she also produces and presents a few editions a year of both programmes herself.
RNW needs more young, dynamic producers in Africa for Africa in Progress. The aim is to produce 55 programmes per year.
There are two formats: the long profile interview and the package. For packages they want speakers from at least three different ( African) countries. That is why it is often easier for producers to attend international conferences or seminars on themes that are of interest to us.
After vetting the theme and focus for the programme, RNW expects the producer to produce an entire programme, including recording the interviews, editing, scripting, presentation and mixing.
If you are interested to find out more you can contact Helene Michaud by email: Helene.Michaud@rnw.nl
More blogs – to nourish the planet
You might want to subscribe to Danielle Nierenberg’s ‘Nourishing the Planet’ blog. The blog runs a weekly newsletter, which has interesting stories about agricultural development written in a very reader-friendly format. Each newsletter includes an innovation of the week, and she also writes good profiles of lesser known crops – you could find some good ideas here for your own reporting, or for AGFAX.
Go to http://blogs.worldwatch.org/nourishingtheplanet/ to sign up for the newsletter.
And Finally…
Journalists briefing scientists – what do we need to tell them?
We are used to the idea of scientists briefing journalists on their work. But if you are interviewing a scientist for AGFAX, what do you need to tell them to help them make the best of the opportunity?
We are putting together a list of top tips of how to get the best from scientists and researchers – what would you put on your list? Send us your thoughts and we’ll compile a comprehensive guide!
We hope you enjoy reading this latest collection of news and updates – please let us know what you think, and if you have useful tips or resources for our next edition, send them and we’ll share them!
All the best,
Susie and Mike
_____________________________________
AGFAX is radio resource pack produced by WRENmedia
Sunday, September 26, 2010
Sunday, September 12, 2010
George Kalungwe Diploma Thesis
MALAWI INSTITUTE OF JOURNALISM
DIPLOMA IN JOURNALISM
RESEARCH PAPER SUBMITTED IN FUFILMENT OF THE AWARD OF DIPLOMA IN JOURNALISM
PROJECT TITLE:
Effectiveness of participatory radio campaigns in assisting farmers adopt effective agriculture technologies – a case study of Mlera Nthaka radio programme on ZBS
By
GEORGE KALUNGWE
(DJ/13/09/LL)
SUPERVISED BY: Miss P. Kakhobwe
DATE: June 15, 2010
TABLE OF CONTENTS Page
Acknowledgements………………………………………………………………………..4
Dedication………………………………………………………………………………....4
Chapter 1…………………………………………………………………………………5
Introduction…………………………………………………………………......................5
Contextualization…………………………………………………………..……………...7
Objectives of the research project…………………………..……………………………..8
Chapter 2…………………………………………..……………………………………..9
Rationale ………………………………………………………………………………….9
Hypothesis……………………………………………………………………..................10
Research Questions………………………………………………………………………10
Chapter 3……………………………………………………………………………..…11
Literature review……………………………………………………………....................11
Radio as tool for communication………………………………………………………..……...11
Background to farm radio production in Malawi………..………………………...…………13
Current trends………………………………………………………………………………..……15
Theoretical framework…………………………………………………………………...15
Theory application……………………………………………………………………….……….16
Chapter 4……………………………………………………………………………......17
Research design………………………………………………………………………….17
Data collection methods………………………………………………………………….18
Study sample and size………......……………………………………………………......18
Sampling methods…………………………………………………………………..........19
Chapter 5………………………………………………………………………………..20
Data analysis and measurement………………………………………………………….20
Chapter 6……………………………………………………………………………..…33
Data interpretation ……………………………………………………………………....33
Chapter 7……………………………..………………………………………………....36
Conclusion and recommendations …………………………………………………........36
References ………………………………………………………………….....................39
Appendix.…………………………………………………………………………..........40
List of Acronyms...…………………………………………………………………........40
Names of Focus Group Discussion Participants…………………………………………41
Focus Group Discussion Guide………………………………………………………….42
ACKNOWLEDGEMENTS
I thank the management of the African Farm Radio Research Initiative (AFRRI) Malawi Chapter, in particular the National Coordinator, Mr. Rex Chapota and Research Assistant Clare Likangwa for the guidance and information provided to me during this research.
I also thank my supervisor, Miss. Penelope Kakhobwe for her guidance. Her assistance enabled me to follow the right course towards the accomplishment of this thesis which was rather technical and complicated for a beginner like me.
I also acknowledge the role played by Mr Andrew Kaipanyama, Agriculture Extension Development Coordinator for Mvera Extension Planning Area in Dowa for assisting me in mobilizing communities for focus group discussions and in-depth interviews. My appreciations also goes to the General Manager for Zodiak Broadcasting Station (ZBS), Mr Matthias Manyeka for authorizing funds that enabled me to travel to Mvera for purposes of this project.
Above all, I thank God that He provided me with good health and enabled me to go through my Diploma Course at the Malawi Institute of Journalism (MIJ) successfully. All would have been worthless and impossible without Him.
DEDICATION
This research is dedicated to my, wife Bertha, and the management of Zodiak Broadcasting Station for the psychological and financial support rendered to me during the period of my study at the Malawi Institute of Journalism.
Chapter 1
1.1 Introduction
Farmers in rural parts of Malawi heavily rely on agriculture for food production and income generation. However, due to lack of knowledge on best farming practices coupled with high costs of farm inputs and soil infertility as a result of over usage of land, not many harvest enough from the land they cultivate. This leads to recurrent hunger and poverty (2007 AFRRI baseline survey results).
Government employs extension workers to teach farmers best farming practices, but these are not enough to carter for all farmers across the country. In view of this radio is increasingly becoming a tool for complementing the work of agriculture extension workers. This is so because, radio as a means of communication has the ability to communicate instantly and influence people’s minds in decision making. Radio has been cited over and over as the ideal medium for communication, especially in developing nations, because it transcends literacy and geographic barriers, and its relative low cost in comparison to other technologies makes it most accessible to people .
To complement the role of extension workers many radio stations in the country run programmes on agriculture. Most of these run as regular slots. In some cases, they are produced as promotions for activities of non-governmental organizations and farm input companies. In addition, government through the Ministry of Agriculture funds, some agriculture programmes both on public and private radio stations. Usually, in all these cases, there is no emphasis on a particular agriculture technology that farmers ought to adopt to improve their production . Producers come up with topics based on the material readily available – so that would be either after having attended a launch of a manure scheme in a remote village, a launch of a farmers club or when an expert addressees a press conference about the emergence of a strange disease or pest or development of new seed verities ! Farmers are not consulted in the production process.
As a new approach, the African Radio Research Initiative (AFFRI) introduced a project to enhance campaign-based participatory farm radio production in 2007 – the first of its kind in Malawi. The project aimed at finding out how farmers can make use of radio in getting information about farming techniques to supplement the role of agriculture extension officers in ensuring food security in rural parts of five African countries. Funded by Farm Radio International of Canada, through the Bill and Melinda Gates Foundation, the project also offered capacity-building and training for radio broadcasters to help them improve their programming for rural listeners in the five countries – namely Mali, Ghana, Malawi, Uganda and Tanzania. The researcher was part of the trainees.
In Malawi, the initiative roped in five radio stations including public, commercial and community – split across the country. Each radio station had its own thematic massages based on the needs of farmers in its chosen impact area – i.e. what farmers considered the most useful knowledge to learn through radio in order to improve their agriculture production.
The radio stations involved were MBC Radio One, Mudzi Wanga Community of Mchinji, Dzimwe Community of Mangochi, Nkhotakota Community and ZBS.
After a baseline survey conducted in 2007, the following year ZBS started airing a 30-minute programme titled Mlera Nthaka, based on the theme ‘soil and water conservation’ with the Mvera Extension Planning Area (EPA) in Dowa as its impact area. In the first phase of the campaign, its technology for improvement was the use of Vetiver grass as a soil and water conservation technology and in the second, it was the use of organic manure in retaining soil fertility.
The theme was selected in line with the baseline survey, which indicated that farmers in Mvera suffered low crop harvests because of soil infertility due to land over usage and water runoff due to the area’s hilly topography.
ZBS had three impact communities – the villages of Lavu, Makombe and Lovimbi in Mvera EPA. Each campaign was earmarked for six months with first done in the 2008/2009 farming season and the second in the 2009/2010 farming season. The 30-minute programme was aired every Friday from 6:30 pm and repeated on Tuesday from 4: 30 in the afternoon.
1.2 Contextualization
In this study, a participatory radio campaign (PRC) is: “a planned radio-based activity conducted over a specific period of time in which a broad population of farmers is encouraged to make an informed decision about adopting a specific improvement selected by their peers, based on the best available information, to improve the food security of their families . It then provides the adopting farmers with the information and other support they require to implement the improvement” (Ward 2009).
1.3 Objectives of the study
The aim of this study was to unravel the effectiveness of the Mlera Nthaka as a participatory radio campaign in assisting farmers to adopt effective agriculture technologies. To do this, the project investigated the following aspects:
• Involvement of farmers in the programme
• Type of information and messages carried in Mlera Nthaka campaign
• Usefulness of the information in promoting agriculture
• How farmers understand radio messages presented in different formats
• If farmers have adopted the new technologies following the campaign
• Suggestions that could be adopted to make participatory radio campaigns more effective
In this context, effectiveness means the extent to which the campaign fulfilled its desired goals and objectives.
Chapter 2
2.1 Rationale
Agriculture is the backbone of the country’s economy as it provides the source of income and food for most citizens. On the other hand, radio is one of the oldest and most reliable sources of media for exchange of information. Over time, nations and community groups have utilized radio as a tool for national development (Butner 2003).
However, in Malawi relatively few programme evaluations exist that reveal how radio can influence the food production or food security of farmers. Nonetheless, a larger body of research does exist on the impact of social marketing strategies—often including radio—on health-related behaviour change .
This research was therefore necessary to determine whether Mlera Nthaka achieved its objectives. This study also was necessary to enlighten radio stations, in particular ZBS, on knowledge gaps that exist, highlight challenges and opportunities for participatory radio programming and make recommendations on how best to improve the effectiveness of PRCs.
2.2 Hypothesis
This study was based on the hypothesis that Mlera Nthaka has the potential and capacity to improve and increase crop production among rural farmers in Malawi by teaching them effective farming technologies.
2.3 Research Questions
The project sought answers to the following questions:
How did communities participate in the in the campaign?
What type of information and messages were carried in Mlera Nthaka?
Did farmers like the way the programme was arranged (format)?
Can farmers pinpoint differences between a PRC and other types of programmes
Were the messages and information useful and relevant to farmers?
Was the information they got enough?
What has been the impact of the campaign
What significant changes indicate the impact of the programme
What suggestions can make PRCs more effective
Chapter 3
3.1 Literature Review
This study was developed based on various literature such as research papers, books and the internet on the role played by radio in teaching farmers modern methods of farming in Malawi and also what other third world countries have achieved in using radio as a tool for communicating agriculture information.
3.1.2 Radio as tool for communication
Radio remains the most important medium for communicating with the rural populations in developing countries, particularly in Africa. A BBC World Service survey found that there were an estimated 65 million radio receivers in 1996 in the region. By the end of the 1990s there were 198 radios for every 1000 Africans. On the other hand, however, there were only approximately 12 newspapers and 52 television sets every 1000 Africans . With this in mind, radio can safely be recognized as the best and most efficient mass communication medium in developing countries compared to the other types of the mass media as several writers outline its advantages.
Dominick J.R (1990), states that the principle role of the mass media which includes radio, in developing countries, is to help develop and build a nation economically and politically. The media is essentially used for development journalism, and thus according to Dominick, it must support objectives such as national unity, stability and economic development.
Vivian J. (2001) writes that the portability of radio means that it is everywhere in our daily lives. This means that one is able to carry around a radio receiver. In the case of farmers, they are able to have with them a radio receiver even in gardens. Other media, such a newspaper, can only be utilized while at one place. Radio comes with the advantage that it can be listened to while doing other things like working in the fields as Hanson R.E (2005) states.
Using radio in development communication is advantageous because the medium has the ability to act as a companion. It is personal as the broadcaster talks personally to the listener (Baran, 2004). The radio voice becomes more familiar to the listener and is never the voice of the stranger. Lester J. (2005) writes:
Radio is so integral a part of us now that we do not consciously notice its presence, it is a member of a family, a companion and the voices issuing through its speakers are not those of strangers but of friends.
A study the African Farm Radio Research Initiative (March 2008) recognizes that “although radio does not grow food, nor does it work in the fields, but as a communication tool, it has proven power to improve farmers’ decision making by providing them with relevant information and sharpening their analytical perspectives as they undertake decisions that lead to improved farm management, yields, nutrition and food security” .
In Tanzania an AFFRI research (1970) observed that farm and development radio increases people’s development knowledge, but lack sustained attendance. It also established that radio study groups and drama are a considerable help in getting people to adopt better development practices .
A research done by Chapman R and company, in Ghana (Chirwa 2006), found that radio could be used to improve the sharing of agricultural information by remote rural farming communities. With the use of local languages, radio can be used to communicate directly and effectively with farmers and a format that combines drama performed by local actors with corresponding thematic discussions, is popular amongst farmers listening to agricultural extension radio programs and is effective . Formats similar to this were used in the Mlera Nthaka campaign. Just like in Ghana, the programme under study carries interviews with farmers who share their successes and offer advice to others; it uses the vernacular language and one of the formats used is drama. On other hand extension workers, agriculture experts and scientists are interviewed to provide informed opinion.
3.1.3 Background to Farm Radio Production in Malawi
Farm radio production in Malawi dates back to the 1960s, when in response to the country’s challenges of population density, small land surface, lack of minerals, and destructive agricultural practices, government and the Malawi Broadcasting Corporation (MBC) intensified utilization of radio as a communication tool in agricultural development .
At that time, government introduced a Farmer’s Forum Radio Listening Group Project. The use of radio as an agricultural communications strategy also addressed financial and logistical shortfalls of the extension service of the Ministry of Agriculture in teaching farmers better agricultural methods.
In their March 2008 review of Linje Mazonyozo’s Communicating With Radio Chapota, Cuddeford, Hambly-Odame and other Farm Radio International country coordinators argue that radio was chosen to intensify rural agricultural communication because it was widely perceived that it could provide “more exposure faster and cheaper than some alternative media.”
The Malawi Mass Communication Project, a research initiative of the University of Missouri, carried out a five-week assessment between July and August 1967 to measure the impact of the forum project. Nonetheless, evaluating the effectiveness of the farm forum project was challenging because some groups had no radio sets; as well, there were problems with inaccurate forum attendance registers (Chapota, Cuddeford, et el 2008).
Some of the lessons learnt were that about 95 per cent of those attending forum meetings had a high degree of concentration. The forum project initiated interest from many rural farmers, so that the number of farmers’ listening groups increased rapidly. Not long after the first forum broadcasts, over 100 groups were meeting every week in schools, public buildings and under trees. As a result, agricultural programming increased . Most of the programmes were broadcast in chiChechewa and chiTumbuka.
3.1.4 Current trends
Unlike in the early years where producers decided topics to be covered in agriculture programmes, current trends are taking a participatory approach - the target audience, extension workers and producers discuss the information before putting it on air.
In a tracer study of Kanthu N’khama, a participatory magazine production on MBC Radio One Chirwa, Kayanula and Lijenda observed that as a result of the programme communities took up development initiatives with relevant service providers. This was possible because of the bottom-up production process, which allows communities to open up and clean out communication barriers with government bureaucracy (Manyozo, 2007). The participatory broadcasting approach has empowered communities to the point of summoning high public officers—such as cabinet ministers—to villages to account for decisions or services provided by their respective departments.
3.2 Theoretical Framework
This study was sorely be based the Development Media Theory
3.2.1 Theory application
The theory states that the mass media should take a positive role in stimulating development (McQuail, 1983). The theory looks at the media in developing countries as the effective way of communicating to the masses developmental issues that are in line with national policies. The theory applies in this study because Malawi’s economic development depends on agriculture. The radio campaign/programme under study is one effort in stimulating development through messages aimed at improving agriculture production.
The theory also applies in the sense that Mlera Nthaka was established mainly to support government’s national goal of improving food security as well as improving income generation and nutritional status of Malawian rural farmers by adopting effective agriculture practices (Chapota 2007). According to Butner (2003) recent trends in the theory emphasize participatory approaches toward development communication by focusing on networking and more non-governmental organizations (NGOs) involvement largely due to the explosion of the Internet in global communications and the rise of satellite radio technology:
The flow of communication has changed based on two-way and interactive patterns, which are enhanced by increasing networks across the globe .
Mlera Nthaka as indicated earlier was a participatory radio campaign – further emphasizing the relevance of the application of this theory in this study.
Chapter 4
4.1 Research Design
The study used qualitative research methods. This involved focus group discussions (FGDs) and in-depth interviews. This method was used because it is the most recommended by researchers in analyzing media audiences .
Case Study Research Design, employed for this study, is a type of qualitative research in which the researcher explores a single entity or phenomenon bounded by time and activity and collects detailed information by using a variety of data collection procedures. Cases are in terms of people, programmes, organizations, or communities.
A guide for Family Health International field data collectors defines qualitative research as a type of scientific research that generally seeks answers to a question and produces findings not determined in advance which are applicable beyond the immediate boundaries of the study. It is also the most effective method of understanding a given research problem or topic from the perspectives of the local population it involves.
Qualitative research is especially effective in obtaining culturally specific information about the values, opinions, behaviours and social contexts of particular populations. This method was, therefore, the most effective to analyze the efficacy of a participatory radio campaign in the likes of Mlera Nthaka since the programme involves rural masses and is produced based on views of rural farmers in Mvera Extension Planning Area.
4.2 Data collection methods
The study used focus group discussions and in-depth interviews which are some of the strategies used in obtaining information in qualitative research. The data was generated through field notes and audio recordings (of the focus group discussions and in-depth interviews). The researcher collected all the data alone.
The study involved three focus groups of five people each. The groups were combinative of men, women and the youth in the age range of 20 to 50.
The in-depth interviews involved three extension workers and three lead farmers. The National Coordinator for AFRRI was also interviewed. The names of participants in the FDGs and in-depth interviews are indicated Appendix 2.
4.3 Study Sample
4.3.1 Site and size
The study area was Lavu Village. This was one of the three impact communities of Mlera Nthaka in Mvera Extension Planning Area. According to Ministry of Agriculture and Food Security extension worker Anne Kalimwayi, Lavu Village has 437 farming families. Of these 163 are female and 364 are male.
The researcher chose this village for the study because it was easily accessible since he is based in Lilongwe. The other reason for the choice of this site was that Mvera is generally a farming community (2007 AFRRI baseline survey results).
Further, the area also provided a perfect sample site for the research because it receives clear signals of ZBS.
4.3.2 Sampling methods
The study used probability-sampling method. This involved a total of fifteen farmers and three extension workers based on stratified sampling i.e. on the basis on gender and age. AFRRI staff provided background information.
4.3.3. Eligibility of respondents
To identify the farmers the researcher “purposeful random sampling”, meaning the respondents were selected based on their previous involvement with the Mlera Nthaka radio programme. All of them had been involved with the programme since it started in 2007.
According to the researcher, 18 respondents (which include AFRRI staff) was a reasonable number to generalize the results since all the participants were familiar with the subject and therefore provided a perfect sample for the study.
Chapter 5 Findings: contact george@journalist.com or geok19810@yahoo.co.uk for details of this chapter
5.1.4 Impact of Mlera Nthaka messages
In general respondents said they have leant how to manage Vetiver grass as well the best practices in the use of organic manure. These include the types of organic manure, appropriate times for application, the right material to use and the right application methods. Previously the farmers would just let their Vetiver grass to grow bushy without taking care of it. Because of this there was a misconception that the use of Vetiver attracts insects and mice into their fields. However, through the programme, they have learnt that there is need to occasionally trim the grass to avoid it becoming bushy: One respondent said:
Maliseni Joseph:
“All along I would not allow growing any grass in marker ridges, let alone Vetiver. Experience told us that marker ridges produce health crops. Even when you don’t apply fertilizer in your garden, you are assured to getting something from the marker ridges. However with this programme, I leant that marker ridges produce healthy crops simply as a result of water runoff. The marker ridges trap all the nutrients washed in the garden and therefore the maize grown there takes up those nutrients. Now when you plant Vetiver in garden you control soil wash away which means all the nutrients remain in the field and the result is that you have a healthy crop throughout the garden”.
Chapter 6 Data interpretation: contact geok19810@yahoo.uk or george2journalist.com for details of this chapter.
6.1 Credibility of findings
This study involved experienced farmers who actively participated in the Mlera Nthaka radio campaigns as well extension workers who are on the ground in the sample area. This provides a hundred percent credibility to the findings based on the logic that the respondents were narrating their practical situations. Therefore, the research has proved that a participatory radio campaign is effective in assisting farmers to adopt effective farming technologies.
6.1 Explanation of the findings in relation to objectives, hypothesis, theory and, literature review
6.1.1 Objectives
As regards the objective this research ably confirms that a participatory radio campaign is effective in assisting farmers to adopt effective farming technologies. It has also proven that a magazine is an appropriate for farm radio production. Above all, it drives home the fact that farmers understand better new technologies through radio messages when their views and experiences are not only heard, but reflected in the broadcasts. This is demonstrated by the fact that all respondents had listened to Mlera Nthaka programmes and could relate its influence to the changes they have made in their farming tendencies.
6.1.2 Hypothesis
This study was based on the hypothesis that Mlera Nthaka, as a participatory radio campaign, has the potential and capacity to improve and increase crop production in Malawi by assisting farmers adopt effective farming technologies.
6.1.3 Theoretical Framework
The study was built on the Development Communication Theory which says the media should take a positive role in stirring development. From the findings community participation is vital in enhancing this theory.
As Butner says, it should be a two way approach where the masses and communicators develop messages that best suit the demands for the target audience. He quotes Moemeka (2000) reinforcing this by saying:
People use accumulated knowledge to assess incoming messages and take action on the basis of individual differences. But in the tradition-conscious world, where the culture is communalistic, to inform is never to communicate, and to talk to is not to talk with. In communalistic communities, whether in the developed or the developing world, communication is a matter of interrelationship; and reaction to messages is predicated on how it would affect existing and/or future relationships.
6.1.4 Literature Review
The researcher reviewed literature on the role of radio in enhancing socio-economic development in the context of participatory approach. The review concluded that participatory approaches are becoming effective in radio communication. The research has proved has proved one of the old key communication theories employed by the early media effects researchers included - the two-step flow hypothesis - which centres on the belief that people’s experiences of media content are complemented by discussions about it with others, particularly with opinion leaders. In the Mlera Nthaka campaign opinion leaders included lead farmers, traditional leaders, extension staff, Ministry of Agriculture experts and AFRRI staff.
Chapter 7 Conclusion and Recommendation: contact geok198110@yahoo.co.uk or george@journalist.com for details of this chapter
7.1 Conclusion: ontact geok198110@yahoo.co.uk or george@journalist.com for details of this chapter
7.5 Area for further study
Further research could be done to find out how the use of ICT can be intensified as a communication aid in obtaining feedback in a participatory radio campaign. This study has not detailed exactly why the proposed use of mobile phone short message did not succeed as a tool for getting feedback.
7.5 Reference:
Chapota, Cuddeford, Hambly-Odame, Hudson, McKay, Ngobo, Perkins and Ward (2008) - Communicating with Radio: What Do We Know? Findings from selected rural radio effectiveness evaluations, African Farm Radio Research Initiative, Ottawa, Canada
Manyozo, L. (2006). Rural radio and the promotion of people-centred development in Africa: Radio listening clubs and community development in Malawi. Paper presented at the Codesria 11 General Assembly- Rethinking African Development: Beyond impasse, towards alternatives. Maputo, Mozambique, December 2005 http://www.codesria.org/Links/conferences/general_assembly11/papers/manyozo.pdf
Moemeka, A. A. (2000). Development communication: Planning for social change, New York: University Press of America
Ward, D (2009) Manual for Participatory Radio Campaigns, Revised manual for Participatory Campaign Number Two, Farm Radio International, Ottawa, Canada
Dominick, J.R, (1990), Dynamics of Mass Communication, New York, McGraw
Hill Inc.
Family Health International (2010), Qualitative Research Methods, A Data Collector’s Field Guide http://www.highwayafrica.com/media/HAProgramme2010.pdf
McQuail, D; (1987) Mass Communication Theory, an Introduction 2nd ed, Sage
Publications, London
Vivian, J, (2001), The Media of Mass Communication, London, Mayfield Publishing
Company
Chirwa, T, 2006, Effectiveness of Ulimi Wa Phindu radio program on the tobacco industry, a case study of Small- holder tobacco farmers in Kasungu District , University of Malawi Research Paper
APPENDIX: 1 List of Acronyms and Abbreviations
No Acronym
Definition
1 AFRRI African Farm Radio Research Initiative
2 BBC British Broadcasting Corporation
3 DJ Diploma in Journalism
4 EPA Extension Planning Area
5 FDG Focus Group Discussion
6 MBC Malawi Broadcasting Corporation
7 MIJ Malawi Institute of Journalism
8 MSW Master of Science in Social Work
9 NGO(s) Non-governmental organization(s)
10 PRC(s) Participatory Radio Campaign(s)
11 ZBS Zodiak Broadcasting Station
APPENDIX: 2 Names of Focus Group Discussion Participants
Name Gender/Age Group Number
Maliseni Joseph Male/Adult Group 1
Kadyatudzuke Beni Male/Adult
Benson Phillip Male/Youth
Richard Limited Male/Adult
Kabiza Chiwoza Male/Youth
Verson Amos Male/Youth Group 2
Eunice Saidi Female/Adult
Gift Tembo Male/Youth
Olive Mpembedza Female/Youth
Zeleni Matiyasi Female/Adult
Eunice Saidi Female/Adult Group 3
Binson Nakutuwa Male/Adult
Salome Banda Male/Adult
Pansipowuma Mgoni Female/Adult
Elinati Yotamu Female Adult
Other interviewees:
1. Andrew Amos Kaipanyama, Mvera Extension Planning Area Coordinator
2. Mathews Kalimwayi, Extension Worker, Mvera EPA
3. Annie Kalimwayi, Extension Worker, Mvera EPA
4. Rex Chapota, National Coordinator, Farm Radio International, Malawi
APPENDIX: 3 Focus Group Discussion Guide
FDG Questionnaire for MIJ research – George Kalungwe
NAME OF TOOL: FOCUS GROUP DISCUSSION GUIDE FOR SMALL HOLDER FARMERS ON IMPACT OF MLERA NTHAKA RADIO CAMPAIGN
This will be done by a moderator (the researcher) who also will be the note taker. Where possible, the discussion will be tape recorded. The FGD will involve about 15 people to be divided into three groups of five each. Selection to be gender balanced.
A: statistics
Name of members and their respective communities: ……………………………….
Name of the EPA/District:…………..…………………………
Name of Village
Record gender composition of group members (e.g. the number of youth, male or female)/Gender (e.g. 6 male; 7 female) and Age range: ………...…………… years, get the names of the participants:
.
B: Discussion guide
1. Remind group of purpose of discussion and trace history so far. From Initial research processes of the Rapid Appraisal, Baseline Survey, Improvement selection, Formative research, production and airing of Mlera Nthaka programs?
2. Listernership issues: The role of radio in food security; what other programs the people listen to, can they explain any difference of such programs from Mlera Nthaka?
3. What is the best timing of programs, was this the case with Mlera Nthaka
4. What is the situation as regards access to radio sets, i.e. were they able to listen to all the time?
5. How was awareness of the campaign done?
6. Ask them to recall the messages they heard in the radio program: they should recall not less the three key messages from each campaign; was there any difference between the two campaigns
7. Do they remember the style of presentation (the format?) /quality of program/content of program/gender balance on farmers’ voices
8. Participatory Approach: How were they involved in the programming process?
9. Ask how they participated (through sms, fixed phone, feedback, signature tune production, interviews, listeners club). Probe the frequency, the feedback channels and use of the feedback at station level.
10. Let them recount most significant changes in the community/i.e., at household and individual level in line with the improvement/technology. (Especially which they can attribute to Mlera Nthaka
11. Take out sheet containing indicators of success which the community mentioned during formative research. Ask them which ones have been fulfilled and why (or why not). Take note that others were short term, medium term and long term.
12. Ask them to explain if the radio messages during the campaign period were enough for them to understand new methods/information or they still required the services of the extension officer at the community level. Probe views on role of radio alone, role of extension alone or need for both?
13. Ask on what have been the key successes and challenges of the farm radio campaign? Probe on presentation styles/timing of the program
14. Ask on what can be done to make future agricultural radio programs better?
DIPLOMA IN JOURNALISM
RESEARCH PAPER SUBMITTED IN FUFILMENT OF THE AWARD OF DIPLOMA IN JOURNALISM
PROJECT TITLE:
Effectiveness of participatory radio campaigns in assisting farmers adopt effective agriculture technologies – a case study of Mlera Nthaka radio programme on ZBS
By
GEORGE KALUNGWE
(DJ/13/09/LL)
SUPERVISED BY: Miss P. Kakhobwe
DATE: June 15, 2010
TABLE OF CONTENTS Page
Acknowledgements………………………………………………………………………..4
Dedication………………………………………………………………………………....4
Chapter 1…………………………………………………………………………………5
Introduction…………………………………………………………………......................5
Contextualization…………………………………………………………..……………...7
Objectives of the research project…………………………..……………………………..8
Chapter 2…………………………………………..……………………………………..9
Rationale ………………………………………………………………………………….9
Hypothesis……………………………………………………………………..................10
Research Questions………………………………………………………………………10
Chapter 3……………………………………………………………………………..…11
Literature review……………………………………………………………....................11
Radio as tool for communication………………………………………………………..……...11
Background to farm radio production in Malawi………..………………………...…………13
Current trends………………………………………………………………………………..……15
Theoretical framework…………………………………………………………………...15
Theory application……………………………………………………………………….……….16
Chapter 4……………………………………………………………………………......17
Research design………………………………………………………………………….17
Data collection methods………………………………………………………………….18
Study sample and size………......……………………………………………………......18
Sampling methods…………………………………………………………………..........19
Chapter 5………………………………………………………………………………..20
Data analysis and measurement………………………………………………………….20
Chapter 6……………………………………………………………………………..…33
Data interpretation ……………………………………………………………………....33
Chapter 7……………………………..………………………………………………....36
Conclusion and recommendations …………………………………………………........36
References ………………………………………………………………….....................39
Appendix.…………………………………………………………………………..........40
List of Acronyms...…………………………………………………………………........40
Names of Focus Group Discussion Participants…………………………………………41
Focus Group Discussion Guide………………………………………………………….42
ACKNOWLEDGEMENTS
I thank the management of the African Farm Radio Research Initiative (AFRRI) Malawi Chapter, in particular the National Coordinator, Mr. Rex Chapota and Research Assistant Clare Likangwa for the guidance and information provided to me during this research.
I also thank my supervisor, Miss. Penelope Kakhobwe for her guidance. Her assistance enabled me to follow the right course towards the accomplishment of this thesis which was rather technical and complicated for a beginner like me.
I also acknowledge the role played by Mr Andrew Kaipanyama, Agriculture Extension Development Coordinator for Mvera Extension Planning Area in Dowa for assisting me in mobilizing communities for focus group discussions and in-depth interviews. My appreciations also goes to the General Manager for Zodiak Broadcasting Station (ZBS), Mr Matthias Manyeka for authorizing funds that enabled me to travel to Mvera for purposes of this project.
Above all, I thank God that He provided me with good health and enabled me to go through my Diploma Course at the Malawi Institute of Journalism (MIJ) successfully. All would have been worthless and impossible without Him.
DEDICATION
This research is dedicated to my, wife Bertha, and the management of Zodiak Broadcasting Station for the psychological and financial support rendered to me during the period of my study at the Malawi Institute of Journalism.
Chapter 1
1.1 Introduction
Farmers in rural parts of Malawi heavily rely on agriculture for food production and income generation. However, due to lack of knowledge on best farming practices coupled with high costs of farm inputs and soil infertility as a result of over usage of land, not many harvest enough from the land they cultivate. This leads to recurrent hunger and poverty (2007 AFRRI baseline survey results).
Government employs extension workers to teach farmers best farming practices, but these are not enough to carter for all farmers across the country. In view of this radio is increasingly becoming a tool for complementing the work of agriculture extension workers. This is so because, radio as a means of communication has the ability to communicate instantly and influence people’s minds in decision making. Radio has been cited over and over as the ideal medium for communication, especially in developing nations, because it transcends literacy and geographic barriers, and its relative low cost in comparison to other technologies makes it most accessible to people .
To complement the role of extension workers many radio stations in the country run programmes on agriculture. Most of these run as regular slots. In some cases, they are produced as promotions for activities of non-governmental organizations and farm input companies. In addition, government through the Ministry of Agriculture funds, some agriculture programmes both on public and private radio stations. Usually, in all these cases, there is no emphasis on a particular agriculture technology that farmers ought to adopt to improve their production . Producers come up with topics based on the material readily available – so that would be either after having attended a launch of a manure scheme in a remote village, a launch of a farmers club or when an expert addressees a press conference about the emergence of a strange disease or pest or development of new seed verities ! Farmers are not consulted in the production process.
As a new approach, the African Radio Research Initiative (AFFRI) introduced a project to enhance campaign-based participatory farm radio production in 2007 – the first of its kind in Malawi. The project aimed at finding out how farmers can make use of radio in getting information about farming techniques to supplement the role of agriculture extension officers in ensuring food security in rural parts of five African countries. Funded by Farm Radio International of Canada, through the Bill and Melinda Gates Foundation, the project also offered capacity-building and training for radio broadcasters to help them improve their programming for rural listeners in the five countries – namely Mali, Ghana, Malawi, Uganda and Tanzania. The researcher was part of the trainees.
In Malawi, the initiative roped in five radio stations including public, commercial and community – split across the country. Each radio station had its own thematic massages based on the needs of farmers in its chosen impact area – i.e. what farmers considered the most useful knowledge to learn through radio in order to improve their agriculture production.
The radio stations involved were MBC Radio One, Mudzi Wanga Community of Mchinji, Dzimwe Community of Mangochi, Nkhotakota Community and ZBS.
After a baseline survey conducted in 2007, the following year ZBS started airing a 30-minute programme titled Mlera Nthaka, based on the theme ‘soil and water conservation’ with the Mvera Extension Planning Area (EPA) in Dowa as its impact area. In the first phase of the campaign, its technology for improvement was the use of Vetiver grass as a soil and water conservation technology and in the second, it was the use of organic manure in retaining soil fertility.
The theme was selected in line with the baseline survey, which indicated that farmers in Mvera suffered low crop harvests because of soil infertility due to land over usage and water runoff due to the area’s hilly topography.
ZBS had three impact communities – the villages of Lavu, Makombe and Lovimbi in Mvera EPA. Each campaign was earmarked for six months with first done in the 2008/2009 farming season and the second in the 2009/2010 farming season. The 30-minute programme was aired every Friday from 6:30 pm and repeated on Tuesday from 4: 30 in the afternoon.
1.2 Contextualization
In this study, a participatory radio campaign (PRC) is: “a planned radio-based activity conducted over a specific period of time in which a broad population of farmers is encouraged to make an informed decision about adopting a specific improvement selected by their peers, based on the best available information, to improve the food security of their families . It then provides the adopting farmers with the information and other support they require to implement the improvement” (Ward 2009).
1.3 Objectives of the study
The aim of this study was to unravel the effectiveness of the Mlera Nthaka as a participatory radio campaign in assisting farmers to adopt effective agriculture technologies. To do this, the project investigated the following aspects:
• Involvement of farmers in the programme
• Type of information and messages carried in Mlera Nthaka campaign
• Usefulness of the information in promoting agriculture
• How farmers understand radio messages presented in different formats
• If farmers have adopted the new technologies following the campaign
• Suggestions that could be adopted to make participatory radio campaigns more effective
In this context, effectiveness means the extent to which the campaign fulfilled its desired goals and objectives.
Chapter 2
2.1 Rationale
Agriculture is the backbone of the country’s economy as it provides the source of income and food for most citizens. On the other hand, radio is one of the oldest and most reliable sources of media for exchange of information. Over time, nations and community groups have utilized radio as a tool for national development (Butner 2003).
However, in Malawi relatively few programme evaluations exist that reveal how radio can influence the food production or food security of farmers. Nonetheless, a larger body of research does exist on the impact of social marketing strategies—often including radio—on health-related behaviour change .
This research was therefore necessary to determine whether Mlera Nthaka achieved its objectives. This study also was necessary to enlighten radio stations, in particular ZBS, on knowledge gaps that exist, highlight challenges and opportunities for participatory radio programming and make recommendations on how best to improve the effectiveness of PRCs.
2.2 Hypothesis
This study was based on the hypothesis that Mlera Nthaka has the potential and capacity to improve and increase crop production among rural farmers in Malawi by teaching them effective farming technologies.
2.3 Research Questions
The project sought answers to the following questions:
How did communities participate in the in the campaign?
What type of information and messages were carried in Mlera Nthaka?
Did farmers like the way the programme was arranged (format)?
Can farmers pinpoint differences between a PRC and other types of programmes
Were the messages and information useful and relevant to farmers?
Was the information they got enough?
What has been the impact of the campaign
What significant changes indicate the impact of the programme
What suggestions can make PRCs more effective
Chapter 3
3.1 Literature Review
This study was developed based on various literature such as research papers, books and the internet on the role played by radio in teaching farmers modern methods of farming in Malawi and also what other third world countries have achieved in using radio as a tool for communicating agriculture information.
3.1.2 Radio as tool for communication
Radio remains the most important medium for communicating with the rural populations in developing countries, particularly in Africa. A BBC World Service survey found that there were an estimated 65 million radio receivers in 1996 in the region. By the end of the 1990s there were 198 radios for every 1000 Africans. On the other hand, however, there were only approximately 12 newspapers and 52 television sets every 1000 Africans . With this in mind, radio can safely be recognized as the best and most efficient mass communication medium in developing countries compared to the other types of the mass media as several writers outline its advantages.
Dominick J.R (1990), states that the principle role of the mass media which includes radio, in developing countries, is to help develop and build a nation economically and politically. The media is essentially used for development journalism, and thus according to Dominick, it must support objectives such as national unity, stability and economic development.
Vivian J. (2001) writes that the portability of radio means that it is everywhere in our daily lives. This means that one is able to carry around a radio receiver. In the case of farmers, they are able to have with them a radio receiver even in gardens. Other media, such a newspaper, can only be utilized while at one place. Radio comes with the advantage that it can be listened to while doing other things like working in the fields as Hanson R.E (2005) states.
Using radio in development communication is advantageous because the medium has the ability to act as a companion. It is personal as the broadcaster talks personally to the listener (Baran, 2004). The radio voice becomes more familiar to the listener and is never the voice of the stranger. Lester J. (2005) writes:
Radio is so integral a part of us now that we do not consciously notice its presence, it is a member of a family, a companion and the voices issuing through its speakers are not those of strangers but of friends.
A study the African Farm Radio Research Initiative (March 2008) recognizes that “although radio does not grow food, nor does it work in the fields, but as a communication tool, it has proven power to improve farmers’ decision making by providing them with relevant information and sharpening their analytical perspectives as they undertake decisions that lead to improved farm management, yields, nutrition and food security” .
In Tanzania an AFFRI research (1970) observed that farm and development radio increases people’s development knowledge, but lack sustained attendance. It also established that radio study groups and drama are a considerable help in getting people to adopt better development practices .
A research done by Chapman R and company, in Ghana (Chirwa 2006), found that radio could be used to improve the sharing of agricultural information by remote rural farming communities. With the use of local languages, radio can be used to communicate directly and effectively with farmers and a format that combines drama performed by local actors with corresponding thematic discussions, is popular amongst farmers listening to agricultural extension radio programs and is effective . Formats similar to this were used in the Mlera Nthaka campaign. Just like in Ghana, the programme under study carries interviews with farmers who share their successes and offer advice to others; it uses the vernacular language and one of the formats used is drama. On other hand extension workers, agriculture experts and scientists are interviewed to provide informed opinion.
3.1.3 Background to Farm Radio Production in Malawi
Farm radio production in Malawi dates back to the 1960s, when in response to the country’s challenges of population density, small land surface, lack of minerals, and destructive agricultural practices, government and the Malawi Broadcasting Corporation (MBC) intensified utilization of radio as a communication tool in agricultural development .
At that time, government introduced a Farmer’s Forum Radio Listening Group Project. The use of radio as an agricultural communications strategy also addressed financial and logistical shortfalls of the extension service of the Ministry of Agriculture in teaching farmers better agricultural methods.
In their March 2008 review of Linje Mazonyozo’s Communicating With Radio Chapota, Cuddeford, Hambly-Odame and other Farm Radio International country coordinators argue that radio was chosen to intensify rural agricultural communication because it was widely perceived that it could provide “more exposure faster and cheaper than some alternative media.”
The Malawi Mass Communication Project, a research initiative of the University of Missouri, carried out a five-week assessment between July and August 1967 to measure the impact of the forum project. Nonetheless, evaluating the effectiveness of the farm forum project was challenging because some groups had no radio sets; as well, there were problems with inaccurate forum attendance registers (Chapota, Cuddeford, et el 2008).
Some of the lessons learnt were that about 95 per cent of those attending forum meetings had a high degree of concentration. The forum project initiated interest from many rural farmers, so that the number of farmers’ listening groups increased rapidly. Not long after the first forum broadcasts, over 100 groups were meeting every week in schools, public buildings and under trees. As a result, agricultural programming increased . Most of the programmes were broadcast in chiChechewa and chiTumbuka.
3.1.4 Current trends
Unlike in the early years where producers decided topics to be covered in agriculture programmes, current trends are taking a participatory approach - the target audience, extension workers and producers discuss the information before putting it on air.
In a tracer study of Kanthu N’khama, a participatory magazine production on MBC Radio One Chirwa, Kayanula and Lijenda observed that as a result of the programme communities took up development initiatives with relevant service providers. This was possible because of the bottom-up production process, which allows communities to open up and clean out communication barriers with government bureaucracy (Manyozo, 2007). The participatory broadcasting approach has empowered communities to the point of summoning high public officers—such as cabinet ministers—to villages to account for decisions or services provided by their respective departments.
3.2 Theoretical Framework
This study was sorely be based the Development Media Theory
3.2.1 Theory application
The theory states that the mass media should take a positive role in stimulating development (McQuail, 1983). The theory looks at the media in developing countries as the effective way of communicating to the masses developmental issues that are in line with national policies. The theory applies in this study because Malawi’s economic development depends on agriculture. The radio campaign/programme under study is one effort in stimulating development through messages aimed at improving agriculture production.
The theory also applies in the sense that Mlera Nthaka was established mainly to support government’s national goal of improving food security as well as improving income generation and nutritional status of Malawian rural farmers by adopting effective agriculture practices (Chapota 2007). According to Butner (2003) recent trends in the theory emphasize participatory approaches toward development communication by focusing on networking and more non-governmental organizations (NGOs) involvement largely due to the explosion of the Internet in global communications and the rise of satellite radio technology:
The flow of communication has changed based on two-way and interactive patterns, which are enhanced by increasing networks across the globe .
Mlera Nthaka as indicated earlier was a participatory radio campaign – further emphasizing the relevance of the application of this theory in this study.
Chapter 4
4.1 Research Design
The study used qualitative research methods. This involved focus group discussions (FGDs) and in-depth interviews. This method was used because it is the most recommended by researchers in analyzing media audiences .
Case Study Research Design, employed for this study, is a type of qualitative research in which the researcher explores a single entity or phenomenon bounded by time and activity and collects detailed information by using a variety of data collection procedures. Cases are in terms of people, programmes, organizations, or communities.
A guide for Family Health International field data collectors defines qualitative research as a type of scientific research that generally seeks answers to a question and produces findings not determined in advance which are applicable beyond the immediate boundaries of the study. It is also the most effective method of understanding a given research problem or topic from the perspectives of the local population it involves.
Qualitative research is especially effective in obtaining culturally specific information about the values, opinions, behaviours and social contexts of particular populations. This method was, therefore, the most effective to analyze the efficacy of a participatory radio campaign in the likes of Mlera Nthaka since the programme involves rural masses and is produced based on views of rural farmers in Mvera Extension Planning Area.
4.2 Data collection methods
The study used focus group discussions and in-depth interviews which are some of the strategies used in obtaining information in qualitative research. The data was generated through field notes and audio recordings (of the focus group discussions and in-depth interviews). The researcher collected all the data alone.
The study involved three focus groups of five people each. The groups were combinative of men, women and the youth in the age range of 20 to 50.
The in-depth interviews involved three extension workers and three lead farmers. The National Coordinator for AFRRI was also interviewed. The names of participants in the FDGs and in-depth interviews are indicated Appendix 2.
4.3 Study Sample
4.3.1 Site and size
The study area was Lavu Village. This was one of the three impact communities of Mlera Nthaka in Mvera Extension Planning Area. According to Ministry of Agriculture and Food Security extension worker Anne Kalimwayi, Lavu Village has 437 farming families. Of these 163 are female and 364 are male.
The researcher chose this village for the study because it was easily accessible since he is based in Lilongwe. The other reason for the choice of this site was that Mvera is generally a farming community (2007 AFRRI baseline survey results).
Further, the area also provided a perfect sample site for the research because it receives clear signals of ZBS.
4.3.2 Sampling methods
The study used probability-sampling method. This involved a total of fifteen farmers and three extension workers based on stratified sampling i.e. on the basis on gender and age. AFRRI staff provided background information.
4.3.3. Eligibility of respondents
To identify the farmers the researcher “purposeful random sampling”, meaning the respondents were selected based on their previous involvement with the Mlera Nthaka radio programme. All of them had been involved with the programme since it started in 2007.
According to the researcher, 18 respondents (which include AFRRI staff) was a reasonable number to generalize the results since all the participants were familiar with the subject and therefore provided a perfect sample for the study.
Chapter 5 Findings: contact george@journalist.com or geok19810@yahoo.co.uk for details of this chapter
5.1.4 Impact of Mlera Nthaka messages
In general respondents said they have leant how to manage Vetiver grass as well the best practices in the use of organic manure. These include the types of organic manure, appropriate times for application, the right material to use and the right application methods. Previously the farmers would just let their Vetiver grass to grow bushy without taking care of it. Because of this there was a misconception that the use of Vetiver attracts insects and mice into their fields. However, through the programme, they have learnt that there is need to occasionally trim the grass to avoid it becoming bushy: One respondent said:
Maliseni Joseph:
“All along I would not allow growing any grass in marker ridges, let alone Vetiver. Experience told us that marker ridges produce health crops. Even when you don’t apply fertilizer in your garden, you are assured to getting something from the marker ridges. However with this programme, I leant that marker ridges produce healthy crops simply as a result of water runoff. The marker ridges trap all the nutrients washed in the garden and therefore the maize grown there takes up those nutrients. Now when you plant Vetiver in garden you control soil wash away which means all the nutrients remain in the field and the result is that you have a healthy crop throughout the garden”.
Chapter 6 Data interpretation: contact geok19810@yahoo.uk or george2journalist.com for details of this chapter.
6.1 Credibility of findings
This study involved experienced farmers who actively participated in the Mlera Nthaka radio campaigns as well extension workers who are on the ground in the sample area. This provides a hundred percent credibility to the findings based on the logic that the respondents were narrating their practical situations. Therefore, the research has proved that a participatory radio campaign is effective in assisting farmers to adopt effective farming technologies.
6.1 Explanation of the findings in relation to objectives, hypothesis, theory and, literature review
6.1.1 Objectives
As regards the objective this research ably confirms that a participatory radio campaign is effective in assisting farmers to adopt effective farming technologies. It has also proven that a magazine is an appropriate for farm radio production. Above all, it drives home the fact that farmers understand better new technologies through radio messages when their views and experiences are not only heard, but reflected in the broadcasts. This is demonstrated by the fact that all respondents had listened to Mlera Nthaka programmes and could relate its influence to the changes they have made in their farming tendencies.
6.1.2 Hypothesis
This study was based on the hypothesis that Mlera Nthaka, as a participatory radio campaign, has the potential and capacity to improve and increase crop production in Malawi by assisting farmers adopt effective farming technologies.
6.1.3 Theoretical Framework
The study was built on the Development Communication Theory which says the media should take a positive role in stirring development. From the findings community participation is vital in enhancing this theory.
As Butner says, it should be a two way approach where the masses and communicators develop messages that best suit the demands for the target audience. He quotes Moemeka (2000) reinforcing this by saying:
People use accumulated knowledge to assess incoming messages and take action on the basis of individual differences. But in the tradition-conscious world, where the culture is communalistic, to inform is never to communicate, and to talk to is not to talk with. In communalistic communities, whether in the developed or the developing world, communication is a matter of interrelationship; and reaction to messages is predicated on how it would affect existing and/or future relationships.
6.1.4 Literature Review
The researcher reviewed literature on the role of radio in enhancing socio-economic development in the context of participatory approach. The review concluded that participatory approaches are becoming effective in radio communication. The research has proved has proved one of the old key communication theories employed by the early media effects researchers included - the two-step flow hypothesis - which centres on the belief that people’s experiences of media content are complemented by discussions about it with others, particularly with opinion leaders. In the Mlera Nthaka campaign opinion leaders included lead farmers, traditional leaders, extension staff, Ministry of Agriculture experts and AFRRI staff.
Chapter 7 Conclusion and Recommendation: contact geok198110@yahoo.co.uk or george@journalist.com for details of this chapter
7.1 Conclusion: ontact geok198110@yahoo.co.uk or george@journalist.com for details of this chapter
7.5 Area for further study
Further research could be done to find out how the use of ICT can be intensified as a communication aid in obtaining feedback in a participatory radio campaign. This study has not detailed exactly why the proposed use of mobile phone short message did not succeed as a tool for getting feedback.
7.5 Reference:
Chapota, Cuddeford, Hambly-Odame, Hudson, McKay, Ngobo, Perkins and Ward (2008) - Communicating with Radio: What Do We Know? Findings from selected rural radio effectiveness evaluations, African Farm Radio Research Initiative, Ottawa, Canada
Manyozo, L. (2006). Rural radio and the promotion of people-centred development in Africa: Radio listening clubs and community development in Malawi. Paper presented at the Codesria 11 General Assembly- Rethinking African Development: Beyond impasse, towards alternatives. Maputo, Mozambique, December 2005 http://www.codesria.org/Links/conferences/general_assembly11/papers/manyozo.pdf
Moemeka, A. A. (2000). Development communication: Planning for social change, New York: University Press of America
Ward, D (2009) Manual for Participatory Radio Campaigns, Revised manual for Participatory Campaign Number Two, Farm Radio International, Ottawa, Canada
Dominick, J.R, (1990), Dynamics of Mass Communication, New York, McGraw
Hill Inc.
Family Health International (2010), Qualitative Research Methods, A Data Collector’s Field Guide http://www.highwayafrica.com/media/HAProgramme2010.pdf
McQuail, D; (1987) Mass Communication Theory, an Introduction 2nd ed, Sage
Publications, London
Vivian, J, (2001), The Media of Mass Communication, London, Mayfield Publishing
Company
Chirwa, T, 2006, Effectiveness of Ulimi Wa Phindu radio program on the tobacco industry, a case study of Small- holder tobacco farmers in Kasungu District , University of Malawi Research Paper
APPENDIX: 1 List of Acronyms and Abbreviations
No Acronym
Definition
1 AFRRI African Farm Radio Research Initiative
2 BBC British Broadcasting Corporation
3 DJ Diploma in Journalism
4 EPA Extension Planning Area
5 FDG Focus Group Discussion
6 MBC Malawi Broadcasting Corporation
7 MIJ Malawi Institute of Journalism
8 MSW Master of Science in Social Work
9 NGO(s) Non-governmental organization(s)
10 PRC(s) Participatory Radio Campaign(s)
11 ZBS Zodiak Broadcasting Station
APPENDIX: 2 Names of Focus Group Discussion Participants
Name Gender/Age Group Number
Maliseni Joseph Male/Adult Group 1
Kadyatudzuke Beni Male/Adult
Benson Phillip Male/Youth
Richard Limited Male/Adult
Kabiza Chiwoza Male/Youth
Verson Amos Male/Youth Group 2
Eunice Saidi Female/Adult
Gift Tembo Male/Youth
Olive Mpembedza Female/Youth
Zeleni Matiyasi Female/Adult
Eunice Saidi Female/Adult Group 3
Binson Nakutuwa Male/Adult
Salome Banda Male/Adult
Pansipowuma Mgoni Female/Adult
Elinati Yotamu Female Adult
Other interviewees:
1. Andrew Amos Kaipanyama, Mvera Extension Planning Area Coordinator
2. Mathews Kalimwayi, Extension Worker, Mvera EPA
3. Annie Kalimwayi, Extension Worker, Mvera EPA
4. Rex Chapota, National Coordinator, Farm Radio International, Malawi
APPENDIX: 3 Focus Group Discussion Guide
FDG Questionnaire for MIJ research – George Kalungwe
NAME OF TOOL: FOCUS GROUP DISCUSSION GUIDE FOR SMALL HOLDER FARMERS ON IMPACT OF MLERA NTHAKA RADIO CAMPAIGN
This will be done by a moderator (the researcher) who also will be the note taker. Where possible, the discussion will be tape recorded. The FGD will involve about 15 people to be divided into three groups of five each. Selection to be gender balanced.
A: statistics
Name of members and their respective communities: ……………………………….
Name of the EPA/District:…………..…………………………
Name of Village
Record gender composition of group members (e.g. the number of youth, male or female)/Gender (e.g. 6 male; 7 female) and Age range: ………...…………… years, get the names of the participants:
.
B: Discussion guide
1. Remind group of purpose of discussion and trace history so far. From Initial research processes of the Rapid Appraisal, Baseline Survey, Improvement selection, Formative research, production and airing of Mlera Nthaka programs?
2. Listernership issues: The role of radio in food security; what other programs the people listen to, can they explain any difference of such programs from Mlera Nthaka?
3. What is the best timing of programs, was this the case with Mlera Nthaka
4. What is the situation as regards access to radio sets, i.e. were they able to listen to all the time?
5. How was awareness of the campaign done?
6. Ask them to recall the messages they heard in the radio program: they should recall not less the three key messages from each campaign; was there any difference between the two campaigns
7. Do they remember the style of presentation (the format?) /quality of program/content of program/gender balance on farmers’ voices
8. Participatory Approach: How were they involved in the programming process?
9. Ask how they participated (through sms, fixed phone, feedback, signature tune production, interviews, listeners club). Probe the frequency, the feedback channels and use of the feedback at station level.
10. Let them recount most significant changes in the community/i.e., at household and individual level in line with the improvement/technology. (Especially which they can attribute to Mlera Nthaka
11. Take out sheet containing indicators of success which the community mentioned during formative research. Ask them which ones have been fulfilled and why (or why not). Take note that others were short term, medium term and long term.
12. Ask them to explain if the radio messages during the campaign period were enough for them to understand new methods/information or they still required the services of the extension officer at the community level. Probe views on role of radio alone, role of extension alone or need for both?
13. Ask on what have been the key successes and challenges of the farm radio campaign? Probe on presentation styles/timing of the program
14. Ask on what can be done to make future agricultural radio programs better?
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