Rural radio communication approaches reach isolated communities
1. Communication
approaches
MASS MEDIA
Rural radio
Radio remains the most powerful, and yet
the cheapest, mass medium for reaching
large numbers of people in isolated areas.
Thanks to the revolution of the transistor,
even the remotest villages have access to
rural radio, which builds on the oral tradition
of rural populations. Although men own the
majority of radio receivers, women can
listen to programmes at home in the
evenings when the main chores of the day
are finished.
Radio is an important tool for the rapid
diffusion of important messages on new
agricultural production ideas and techniques
as well as on health, nutrition, family
planning and other social and cultural
issues. Combined with other media, it can be
used for training and the transfer of
technologies. It can promote dialogue and
debate on the major issues of rural
development as well as providing a platform
2. for the expression of rural women's needs,
opinions and aspirations. Radio enables
women to voice their concerns and speak
about their aspirations with external partners
such as national policy-makers and
development planners. Finally, radio is a
tool that can be used to develop community
cohesion and solidarity. Community
involvement is fundamental for the
successful use of radio with rural
populations. Radio programmes are most
effective when produced with audience
participation, in local languages and with
consideration for cultural traditions.
Successful features include live public
shows, quizzes and village debates.
Community-based radio
Democratization, pluralism and deregulation
policies adopted in many developing
countries, together with the decreasing cost
of FM transmitters, have favoured the
proliferation of local community radio
stations. In Mali alone there are more than
75 radio stations, established by private
individuals, associations, local communities
and commercial, religious and political
organizations. Community stations treat
issues concerning the everyday life of their
listeners and also promote local
development. They are an important channel
for the motivation and education of women
and they raise consciousness of gender
issues as well as informing women about
their rights. They offer rural women the
opportunity to use the microphone to talk
about the issues that interest them and they
play women's music that is seldom heard
elsewhere. More and more women are
receiving training in the programming and
management of community-based radio
stations so that the programmes can reflect
their real needs.
3. RURAL
LISTENERS
TALK
BACK
According to
one woman
radio listener
in Kodialanida,
Mali:
"The station
has helped us
understand the
importance of
literacy for our
commercial
activities. It
has
encouraged
the women to
devote more
time to this. To
begin with, we
worked
separately but,
after listening
to radio
programmes,
we had the
idea of coming
together in an
association.
Other women
have done the
same and
have been
successful.
They have
listened to the
advice given
by radio
stations that
have made
themselves
accessible and
have been
open to
questions from
the listeners."
Another
listener in
4. Kodialanida
commented
further:
"The radio
station has
brought about
a genuine
change in the
everyday lives
of villagers. It
has prompted
a qualitative
change in
farming
techniques
(helping in the
selection of the
best seed
varieties,
cotton
processing
and following
the farming
calendar). It
has also
brought about
a change in
attitudes:
individualism
has given way
to a
community
spirit and the
popularity of
home
improvements
has increased
as a result of
programmes
broadcast on
this subject.
The radio
station has
also been a
great help to
people striving
to master
water
purification
and treatment
methods. And,
it has
increased
enthusiasm for
literacy.
