Communicating with Radio: What Do We Know? Findings from a Review of Selected Rural Radio Effectiveness Evaluations
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Ottawa: African Farm Radio Research Initiative (AFRRI) Farm Radio International (2008), 105 pp.
Contains bibliogr. pp. 72-105
"This study reviews and analyses what has already been documented on the links between radio-based communication strategies and rural development outcomes, particularly with regards to smallholder farming and food security outcomes. The report explores best radio practices, including issues related to optimal formats, schedules, production qualities, and station management, based on 17 case studies from India, the Philippines, Tanzania, Mali, Malawi, Mozambique, Ghana, and South Africa. The key findings include: testimonials and jingles facilitate the best recall and comprehension of messages (Philippines); radio forums strengthen rural decision-making structures (Tanzania); radio programmes created by communities attract high listenership (Malawi); and farm radio is more effective when linked with new information and communication technologies (Ghana). The research also identified some knowledge gaps: the lack of evaluation as an integrated element in radio campaign planning; the need to conduct regular audience surveys; the limited use of non-participatory effectiveness studies and the limited scope of evaluations focusing on the impact of just one or two programmes." (CAMECO Update 5-2008)
1 Evaluating effectiveness and impact, 12
2 Evaluation studies on the effectiveness of farm radio, 16
3 Farm radio effectiveness evaluation in India, 19
4 Farm radio evaluations in the Philippines, 21
5 Impact evaluations in Tanzania, 25
6 Impact evaluations in Malawi, 31
7 The Rural Radio Revival Project in Mali, 41
8 Impact evaluations in Mozambique, 44
9 Farm radio effectiveness in Ghana, 51
10 Soul City health communication campaigns, South Africa, 59
11 Knowledge gaps in farm and rural radio effectiveness, 62
12 Conclusions, 66
2 Evaluation studies on the effectiveness of farm radio, 16
3 Farm radio effectiveness evaluation in India, 19
4 Farm radio evaluations in the Philippines, 21
5 Impact evaluations in Tanzania, 25
6 Impact evaluations in Malawi, 31
7 The Rural Radio Revival Project in Mali, 41
8 Impact evaluations in Mozambique, 44
9 Farm radio effectiveness in Ghana, 51
10 Soul City health communication campaigns, South Africa, 59
11 Knowledge gaps in farm and rural radio effectiveness, 62
12 Conclusions, 66