Improving Access to Rural Radio by 'Hard-to-Reach' Women Audiences

Published by the Food and Agriculture Organisation (FAO) in 2001, this article is part of a series of papers published from the conference "Information & Communication Technologies (ICTs) Servicing Farm Radio: New Contents, New Partnerships" held in Rome, Italy in February 2001. In this article, Jennifer Sibanda aims to examine the implications to women's access to the radio.

From the Abstract

"Globalisation of communication systems, new information and communication technologies that are flooding the world are fast changing the media landscape the world over. However, in Africa, Radio is still the most appropriate communications technology, that is available to the majority of Africans particularly the disenfranchised rural communities, women and the youth.

Radio and Gender Issues in Africa

The poorest of the poor in the whole world is the African woman.

According to recent statistics, 80% of agricultural work in Africa is performed by women.

The paper will examine the implications to women's access to the radio. Whether their issues are being mainstreamed on radio. Does the radio give women a voice? And how amplified is this voice? The paper will also examine the structures of current media (radio) organisation - how gender friendly these are. Are they capable of addressing the women's agenda? Is there a need for a critical mass of women at these organisations especially at top management levels?

Radio Ownership and Listenership

The results of a survey that was carried out by FAMW-SADC [Federation of African Media Women-Southern African Development Community] on listernership will be announced and addressed during the presentation of this paper. The research study looked at some of the following issues:

• The number of women who own radio sets in an identified community.
• The number of women that listen to radio.
• Who in the family makes the selection of the radio station/service to be listened to.

Access to Rural Radio by Women (Constraints)

The above mentioned results of the survey also looked at the issue of access to rural radio by women. The research findings will also be used to highlight these issues. The constraints will be looked at, e.g. issues of poverty, issues of tradition and culture, issues of women's multiple gender roles, batteries/cell problems, breakdown of receivers.

Proposals and Mechanisms to Reach Women Audiences

The paper will examine attempts on community-based media, which seek to address women's issues e.g. community radio stations, Development Through Radio (DTR) projects and use of drama/theatre for development. The paper will highlight the successes that have been achieved by FAMW-SADC in this regard.