Media and Messages: Making Development Happen

This 25-page document from the Gamos Consortium is part of a series that presents evidence of the role of communication in a number of development sectors from a project entitled "ICD Knowledge Sharing and Learning Programme" funded by the United Kingdom (UK) Department for international Development (DFID). The author describes how the news reports, programmes, documentaries, and dramas that are created as part of development communication radio and television broadcasts in many countries are making "measurably significant, even extraordinary, contributions/differences to their audiences’ lives and livelihoods. Even at the highest level, journalists can exert considerable influence when reports or revelations about corruption in national and local government, or miscarriages of justice, can bring those responsible to account and thus contribute to better governance... [T]his paper draws together evidence of the impact that different formats of development broadcasting have had recently – on listeners and those who made the programmes - and suggests the common factors... that have contributed to their/this success."


Strategies described to "inspire, encourage and support editors, producers, presenters and journalists to communicate information for economic and social development and to improve health" include:

• Putting audience needs first;
• Pay-to-air versus partnership - rather than a flat fee from an organisation to air a development-related message, a partnership possibility suggested here is: the sponsor offers training for reporters, presenters, and studio staff, as well as production assistance or finance for travel;
• Audience as programme-makers - participatory production;
• Finding the right format: Public service announcements (PSAs) - short, punchy, and clear messages; the magazine/documentary; live drama and radio/TV soap operas; instructional video and community radio; and discussion forums;
• Maximising the impact using combined communication methods - radio and personal visit community outreach, web broadcasting and interactive internet debate, and radio soaps and on air discussions; and
• Professional training for established and new entrants into broadcasting.

The author recommends new technology tools - podcasting, an information technology (IT)-based personalised extension system, and mobile phone submissions as media participation. She recommends monitoring and evaluation techniques of rapid feedback methodology, such as a 60-minute session with village focus groups to give useful feedback on programme content or a one-page questionnaire with 6 simple questions for a concert audience. Her observations on the contribution of media to political change include media support for the rise of many human rights and political non-governmental organisations (NGOS), and the emergence of a new type of inquisitive, confident journalism, including watchdog journalists. She includes examples, such as a national religious organisation's use of Zambian radio and TV to publicise its independent budget analysis and public expenditure tracking in favour of the poor.

The author concludes that, though there may be sufficient evidence to attract donor confidence and financing, the underpinning of media message success is "the hard work of the hard work of media professionals – presenters, technicians, producers and editors - who had the inspiration, motivation, creativity and determination, as well as necessary equipment and editorial support, to make a connection and contribution to the lives of their listeners and viewers."

To request copy of this document, please contact: post@wrenmedia.co.uk