Media and agriculture in Africa : a case study of agriculture radio programming in Malawi

• Main Author: Manda, Levison Zeleza
• Format: Others
• Language: English
• Published: Nelson Mandela Metropolitan University 2012
• Subjects: Radio in agriculture > Malawi; Communication > Agriculture > Malawi
• Online Access: http://hdl.handle.net/10948/d1020925

This thesis argues that although participatory communication for development has been extolled to be more effective than the monologic or top-down communication approaches associated with the modernization development paradigm, its influence in making Malawian smallholder farmers adopt radio-mediated innovations and technologies seems to be minimal and ought to be reconsidered for more effective communication for development models. The study used mostly qualitative methodology, with focus group discussions, key informant interviews, and a semi-structured questionnaire to gather verbal and statistical from the primary beneficiaries in order data to understand why three mass media interventions in Malawi had similar effects when only one of them was strictly participatory. It found, inter alia, that in two sites food security was the overriding factor that influenced the community members to adopt radio messages while in the third the participants were mostly driven by the desire to earn money, essentially because the area is food-secure. Thus, participation in radio production was found not to have any significant role in the acceptance and adoption of radio-mediated innovations by the farming communities. Based on the above findings, the study recommends a) an integrated communication for development (IC4D) model that combines top-down information dissemination techniques and participatory communication approaches since the two reinforce more than they oppose each other, and b) the formation of a Communication for Development (C4D) pool fund in Malawi to finance C4D activities. The C4D pool fund is theorised to be resourced by the Malawi government departments, local farmers ‘organisations, international NGOs, and UN bodies such as UNICEF, WHO, and the FAO.