"The African Farm Radio Research Initiative (AFRRI) was a 42-month action research project implemented by Farm Radio International (FRI) in partnership with World University Service of Canada (WUSC), and with the support of the Bill & Melinda Gates Foundation. An estimated 40 million farmers in five
...
different countries were served by the AFRRI partnership with 25 radio stations. Farmers engaged in the design and development of farm radio programming were almost 50 per cent more likely to take up agricultural practices deemed to improve their food security than passive listeners. Those in what AFRRI deemed "active listening communities" (ALCs) were 10 times more likely to adopt the practice than those farmers who had no access to the farm radio programs. Farmers demonstrated increased knowledge of agriculture innovations as a result of listening to AFRRI radio programs, with up to 96% of some radio listeners scoring at least 60% on a follow-up knowledge quiz about the promoted farm practices [.] Farmers participate in selecting the focus – or topic – of the radio campaign, choose the time of broadcast, and are intimately engaged in the ongoing development of the farm radio programming over a set number of weeks; including as central agents of the knowledge-sharing process. Lively and entertaining formats are designed to attract listeners. [.] This report presents and discusses the key findings from an in-depth evaluation of 15 round-two Participatory Radio Campaigns (PRCs) – three PRCs in each of the five countries involved in AFRRI. AFRRI examined a mix of radio stations – community, associative, commercial, and state. Tools used for this evaluation included 4,500 household surveys (300 per radio station) in 90 communities, farm visits and field measurements, key informant interviews, and collection of secondary data (from other sources, such as national agricultural extension services)." (Executive summary, page 5)
more
"Low cost, modern information and communication technologies (ICTs), including mobile phones, multifunction MP3 recorders, and interactive voice response (IVR) can dramatically increase the capacity of rural radio to help farmers improve food security in Sub-Saharan Africa. Weekly SMS alerts sent to
...
the phones of listeners 30 minutes prior to a broadcast can boost radio campaign listenership by up to 20%. Two-thirds of partner broadcasters identified the internet as the most important ICT tool in the production of farm radio programs. Farmers who participated in the design and implementation of radio programming with the help of ICTs were four times more likely than those in passive listening communities to adopt agricultural improvements promoted on the radio. 61% of extension agents surveyed said the reach and impact of their extension work was substantially improved because they could be heard on radio programs through call-out programs." (Executive summary, page 5)
more
"This essay analyses the role of audience research as a change agent in media development interventions in Afghanistan. It analyses how audience research in transnational contexts involves a complex set of intercultural negotiations and translations that contribute to the enduring relevance and sust
...
ainability of the highly popular Afghan radio soap opera New Home, New Life. This is a ‘development drama’ that has been broadcast across Afghanistan since 1993. It is based on BBC Radio 4’s The Archers and produced by BBC Afghan Education Projects (BBC AEP). Audience research has been vital to forging a dynamic relationship between the creative teams who make the drama, the donors who pay for it, and the audiences who consume it. The article addresses three broad themes. First, we outline how data gathered in formative audience research, prior to the creation of the drama, provides the creative team with the dramatic raw material for the radio serial. The extensive qualitative data gathered by Afghan researchers in local milieux is translated so as to enable culturally diverse teams of writers and producers to ground the serial narratives in the lived experiences of its audiences, and to introduce multiple local perspectives on development issues. Second, we show how evaluative audience research, data gathered in the postproduction phase, plays a key role in providing critical audience interpretations of New Home, New Life’s dramatic themes. In so doing, it creates feedback loops that allow audiences to become active participants in the ongoing creation of the drama. The research designs and devices, developed over the last two decades to document the changing life-worlds of Afghan citizens-cum-audiences, are part of an ongoing set of transcultural encounters that contribute to strengthening the social realist appeal of the drama and to calibrating how far any given storyline can be pushed in terms of cultural propriety. Third, we examine how during periods of military conflict, when routine audience research becomes dangerous or impossible and audience feedback loops are disrupted, the writers and producers have to rely on their own personal and political experiences, often with unpredictable ideological consequences. We draw attention to the limitations and challenges of making dramas for development in highly charged politicised and postcolonial contexts. While, development dramas may be a cheap and effective way of dealing with certain informational needs, such as landmine awareness, they cannot redress social and structural inequalities or, as Western donors wish, eradicate opium cultivation." (Abstract)
more
"Community research projects are often initiated with action and change in mind. That is, the knowledge generated is intended to be used towards specific ends-- strengthening community programs, improving public policy, sharing vital information with community members. But the research is only usefu
...
l if it can be accessed and understood. Creating a research dissemination plan involves a collaborative effort between research partners to identify the best ways to share knowledge for the project’s particular purpose and target audience. Community Research Unit partners can use this document to develop a dissemination plan that ensures that their research is distributed to and understood by those who need it most." (Page 2)
more
"Radio Veritas Asia (RVA) is hailed as 'the Voice of Asian Christianity' and the Hindi Service has defined its vision and mission to proclaim human development based on Gospel values. Spiritual, social, economical, human and environmental messages are important for overall development of a person an
...
d these messages are being proclaimed by 'Satyaswar'. In its morning 27 minutes and evening 30 minutes daily broadcast 'Satyaswar' has given adequate time and duration for Devcomm messages. The respondents are working in communication organizations and therefore, they are well educated, trained and exposed to multimedia world. They have been broadcasting development messages and therefore, they have knowledge about Devcomm and Devcomm programming. Though, they may not be able to define the concepts and principles of devcom, they are already practicing Devcomm. 'Satyaswar' is a charity broadcast and most of respondents have joined the organization for the purpose of service. Therefore, they have genuine interest in development of people. This is reflected in their attitude towards Devcomm; Devcomm programming and 'Satyaswar' programming. Three communication centers collaborate in the production and broadcast of 'Satyaswar' programs and most the respondents have positive attitude towards Devcomm management." (Conclusion, page 73-74)
more
"InterMedia conducted in-depth interviews with 15 senior Ghanaian policy actors, comprising mostly senior politicians and bureaucrats, as well as a few influential figures outside government. The interviews focused on how the policy actors gather, assess, share and disseminate information critical t
...
o development policy work. The aim was to understand how external stakeholders, particularly members of the international development community, can most effectively engage and assist these policymakers. The policy actors showed substantial overlap in information source preferences and media use habits, as well as in the ways they share information with fellow policy actors. They highlighted several actions that development organizations could take to improve the policy information environment. They also described many challenges in communicating with the public about development issues, as well as offering some creative solutions." (Report summary, page 7)
more
"InterMedia conducted in-depth interviews with senior Kenyan government officials and policy influencers outside government (collectively referred to in this report as policy actors), to find out how they gather, assess, share and disseminate information critical to development policy work. The aim
...
was to understand how external stakeholders, particularly members of the international development community, can most effectively engage and assist these policy actors. The 15 interviewees described several measures that development organizations can take to improve the policy information environment. They also mentioned several challenges in communicating with the public about development issues but also suggested some creative solutions." (Summary)
more
"The 52-page report summarised here is the result of the three-year partnership between UNDP Oslo Governance Centre and the Communication for Social Change Consortium in piloting the C4E approach in five least-developed countries: Mozambique, Madagascar, Ghana, Lao PDR, and Nepal. The report present
...
s key learning from the information and communication needs assessments conducted in these five countries, funded by a grant from the United Nations Democracy Fund (UNDEF). The implementation of the C4E approach consisted of: (i) information and communication assessments to identify the information and communication needs and identify gaps in meeting those needs; (ii) review of the media context based on the existing research at the national level; (iii) programme interventions informed by the findings of the assessment to ensure economically poor and marginalised groups' participation in decision-making processes. Experiences and lessons from testing the C4E approach in Madagascar and Mozambique in 2007-2008 enabled further refining of the C4E approach and informed the information and communication assessments carried out in Ghana, Lao PDR, and Nepal. As a result, the concept of C4E also widened: from an initial conception as part of UNDP's Access to Information work primarily geared to meeting the information and communication needs of the people through specific media strategies - to an approach that promotes inclusive participation, empowerment of economically poor and marginalised people, and accountability of the state to its citizens. These aspects of C4E, thus, make it an integral part of broader democratic governance and development work." (Summary at the "Communication Initiative" website)
more
"This report documents the results of a two-month field research evaluation in Niger and Chad on the media component of the Peace Through Development (PDEV) program funded by USAID under the Trans-Saharan Counterterrorism Partnership (TSCTP). Equal Access, a non-governmental organization (NGO) speci
...
alizing in development communications, implements the media component of the PDEV project and works in collaboration with the Academy for Educational Development (AED) to 1) improve local governance in target communities; 2) empower at-risk youth to become active participants in their communities and the economy; and 3) render superfluous ideologies that promote violence. The major activity of the PDEV media component is the production of four radio programs (two in Niger and two in Chad), which are broadcast by a network of PDEV radio partners in each country. The radio programs are supplemented by community-level activities including the organization of listening clubs, the training of community reporters and ongoing training and material support offered to radio station partners in both Chad and Niger." (Executive summary)
more
"This report provides a timely review of what is currently known about road safety advertising design and evaluation. Australian and international advertising literature published from 2001 to 2009 was reviewed to determine best practice for road safety mass media campaigns in South Australia. Inste
...
ad of determining whether road safety advertising is effective or not, this review focused on what elements of road safety advertising are more effective and for whom. The review describes current psychological theories of behaviour change and social persuasion that are relevant to road safety advertising. In terms of mass media campaign design, factors that can improve campaign effectiveness were identified such as integrating advertising with other activities (e.g. enforcement), tailoring message content and means of communication to the characteristics of the target audience, and using new technology and multiple forms of media to reach the target audience. In addition, the effects of different levels of advertising exposure were considered and the efficacy of threat appeals and alternatives (i.e. positive emotional appeals) were discussed. The review also highlighted the difficulties in establishing the effectiveness of a mass media campaign, considered different evaluation methods and discussed the value of different campaign evaluation measures. Recent campaign evaluations were reviewed to highlight current key issues in campaign evaluation research. The report concludes with constructive recommendations for best practice for road safety mass media campaigns." (Abstract)
more