Survey Report: Community Participation at Local and Community Radio Stations in Africa and Asia Julia Fröhlich & A. Sofie Jannusch Publication date: 15 th of October, 2011 Summary This report contains the main findings of a survey on community participation at local and community radio stations. It examines the involvement of the respective communities in programming, management, ownership and funding of radio stations. The responses show that participation is an important feature of the majority of the community and local radio stations that completed the questionnaire. Participation is strongest in terms of programming and management, and weakest regarding ownership and funding, regardless of whether a radio station is owned by a community association, an NGO, an educational or a religious institution. Community members participate in programming mainly as experts, such as interview partners, or they are participants in voxpops. In most radio stations, there is some form of community involvement in management. In radio stations where the community already had the power to take decisions in the planning and implementation phase, community participation is maintained at a high level in programming and management. Listeners clubs have a similar effect: Where a radio station gets support from a listeners club, the community s influence will also be higher in the fields of management and programming. Introduction Community participation is not only at the heart of democracy (Verba, 1995) but widely considered as a condition for social change (Dagron/Tufte, 2006,). Participation is a dynamic, communicative process, involving all kinds of individuals, groups and institutions, enabling people, both individually and collectively, to realize their full potential and be engaged in their own welfare (Singhal, 2001). Community radio stationsaim to involve local people in development initiatives and they are supposed to act as a platform for debate and discussion, as well as for self-expression and for creating an access to locally relevant informationin order to examine and gain a deeper understanding of concrete practices and challenges of community participation, CAMECO conducted an explorative survey which not only includes community radio stations, but also other local radios that aim to contribute to development and social/political change. The survey findings will serve as a basis for further in-depth research resulting in a practice-oriented publication as part of the CAMECO Practice Series. Different models of integration of the communities into the stations programming and management including supervisory tasks, ownership and fundraising will be collected. This report summarises the findings of the first survey, conducted by CAMECO in
Community participation 2 August 2011 among radio stations in anglophone Africa and in Asia. In a second phase radio stations in francophone Africa and in Latin America will be included. The explorative studies should by no means be considered representative. Survey Participants A questionnaire on community participation was directly sent to approx. 350 radio stations in Asia, and to 350 radio stations in Africa. It was also shared among the members of AMARC Africa and AMARC Asia, and was forwarded by a number of supportive national development and training institutions. Thus, the number of the potential survey participants remains indeterminable. However, we assume that the questionnaire may have reached at least 800 radio stations. In total, 110 radio stations answered the questions. Sixty responses (54.4%) came from Asian stations, namely from Nepal (22), India (21), Indonesia (5), Bangladesh (4), East-Timor (2), Philippines (2), Cambodia (1), Malaysia (1), Papua-New Guinea (1) and Sri Lanka (1). From Africa, 50 (45.6%) stations participated in the survey from South Africa (11), Uganda (10), Tanzania (6), South Sudan (5), Nigeria (4), Ghana (3), Malawi (2), Zambia (2), Zimbabwe (2), CAR (1), Ivory Coast (1), Kenya (1), Sierra Leone (1) and Swaziland (1). The participants from Asia are community radios stations owned by an NGO or educational institution, or they are private local radio stations with a development approach. The participants from Asia are either community or campus radio stations, or private local stations with a developmental approach. In Africa one third of responding stations are affiliated to Catholic institutions. Legal Ownership The most common owners of local radios are nongovernmental organisations (43.6%). 22.7% of the radio stations are owned by a community association, 20.9% by religious institutions, mainly dioceses. The owners of the vast majority of radios (79.1%) are just one single institution, while 23 radio stations (20.9%) are owned by two or more partners. Tab 1: Legal Ownership 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% Who or which organisation is the legal owner of your radio station? (Multiple answers possible) 43.6% Nongovernmenta l Organisation 22.7% 20.9% 20.0% Community Association Religious Organisation / Church Body Others (please specify): 12.7% University or School 6.4% Governmental Organisation
Community participation 3 Stated Missions The optional question about guiding principles, respectively the mission statement, was answered by 95 stations. Not surprisingly, the main aim stated was to inform together with to educate and to entertain the classical functions of media. Almost one fifth of the radio stations identified their contribution to development as the main purpose, some stating related aspects more concretely, like to create social justice (mostly radio stations from Nepal and East Africa) or to give voice to the voiceless. Others raised as more specific purposes to create peace (mainly African radio stations) or to preserve the local culture. Tab 2: Mission Statement Elements of the radio station's mission statement / guiding principles to inform to educate to entertain community development platform for expression to create social justice to build peace to give "voice to the voiceless" to "raise awareness" promotion of ethnic groups preservation of culture advocacy to proclaim the values of the catholic 4 3 2 9 8 8 7 7 11 11 13 18 26 0 5 10 15 20 25 30 It is, however, startling that only a minority of radio stations (9) consider providing a platform for local expression and communication as part of their mission. Three major approaches were mirrored in the statements of local/community broadcasters: Radio as a tool for providing information for societal/cultural/economic development, respectively social justice and peace-building, as the predominant mandate; Radio as a platform for communication and expression; and Radio as a tool for entertainment (partly focusing on local culture and music), as minority features. In addition, radio as a tool for proclaiming Christian values plays a considerable role for 13 African radio stations.
Community participation 4 Specification of Community or Target Audience The majority of the respondents (76.7%) defined their community by territorial or geographic characteristics, e.g., region, city, campus or coverage area. However, many specified their listeners by additional criteria, for example, faith (17.3%; mainly stated by radio stations with a Catholic affiliation), women (13%), children (10.8%), the rural population (9.7%) or indigenous or marginalised groups (9.7% / 7.6%). Tab 3: Community Definition Definitions of community / target audience "Community" defined by geographic area People living in the coverage area Religious community Women Children Rural population Indigenous people Marginalised groups Fishers / Peasants Dalits (Outcasts in Hindu society) Poor Students Disabled Illiterate 20.5% 17.3% 13% 10.8% 9.7% 9.7% 7.6% 6.5% 5.4% 4.3% 4.3% 3.2% 3.2% 76.7% Coverage Area and Number of Potential Listeners The coverage area of participating radio stations and the number of potential listeners vary greatly between participating radio stations: While 4 stations could cover only between 3 and 8 km, the transmitters of the biggest 3 radios reached a radius between 250 and 300 km. But the majority of stations reach between 16 to 45 km (18), 10 15 km (15) or 50 79 km (13). Seven radio stations cover an area from 150 200 km, and 6 have a coverage area from 80 100 km radius. Correspondingly, the smallest potential audiences range from 300 to 1,000 listeners (3), while a few radio stations could be received by a population of up to 7, 11 or even 20 million people. But the majority of participating radio stations have a potential audience of 51,000 to 100,000 (12) or 700,000 to 1 million (12). General Levels of Community Participation Asking whether community participation is a crucial element of the radio stations identity, it was differentiated between the involvement in programming, in the management of the station, including the financing and whether the community is the owner of the station. Predictably, almost all responding stations (96.3%) deem it important that their communities are involved in the programming. A significant number of stations (60%) consider the participation of their communities in the management or supervisory bodies vital. The terms for ownership (47.3%) and
Community participation 5 financing (44.5%) are still remarkably high. Only 3.6 per cent of respondents do not regard community participation as a crucial element of their station. It can, however, be assumed that most nonparticipatory stations would just not have answered the questionnaire. Tab 4: General Levels of Community Participation Is community participation a crucial element of your radio stations identity? (Multiple answers possible) 100,0% 96.3% 90,0% 80,0% 70,0% 60,0% 50,0% 60.0% 47.3% 44.5% 40,0% 30,0% 20,0% 10,0% 3.6% 0,0% Yes, in terms of management Yes, in terms of programming Yes, in terms of ownership Yes, in terms of financing No Statistically, there is no direct relation between the mission statement of a community/local radio station and the degree of the community s influence. For example, the radio stations following rather a top-down approach in their programming (identified with the mission to inform the community ), regarding their participative management structures and programming, do not differ from those radio stations aiming to give voice to the voiceless or to provide a platform for communication. Out of those who stated that community participation in terms of ownership is a crucial element of their radio station, 58.1% are legally owned by an NGO, 32.6% by a community association and 18.6% by a religious institution. But we wonder whether ownership was understood as a legal term, or rather as a kind of emotional belonging.
Community participation 6 Community Participation and Programming As mentioned earlier, programming is the field where community participation is strongest. The results show that the basic forms of participation which can also be found at most public or commercial radio stations are also most frequent in local/community radios: community members participate as guests in discussion groups or talk shows (86.8%), they participate in voxpops (81.2%) or constitute interview partners (80.2%). The number of radio stations where community members bear a higher responsibility for programme contents, i.e., as editors, producers or presenters, are smaller: In 58.5% of the radio stations, community members are persons responsible for special programmes/time slots, or they function as local reporters (73.6%), presenters (68.9%) or editors/producers (40.6%). Only four radio stations stated that the community is not involved in programming. Tab 5: Participation in programming How does the community apart from regular staff members of your radio station participate in programming? (Multiple answers possible) As guests in discussion groups / talk shows 86.8% As participants in voxpops (community surveys, e.g., in market areas, villages,...) 81.1% As interview partners 80.2% In call-in programmes (participation via SMS, phone, letter, e-mail) 79.2% As local reporters 73.6% As presenters 68.9% As citizen reporters (providing the radio team with local current affairs, traffic news, ) 67.0% As musicians 65.1% As responsible persons for special programmes or time-slots, e.g., afternoon or full day 58.5% By dedications 50.9% As editors/producers 40.6% Others (please specify) 10.4% The community is not involved in programming 3.8%
Community participation 7 Participation in Management and Leadership In most radio stations (89.6%), the community was, to some extent, already involved in the planning and implementation process, during which 54.7% of the communities had the power to take decisions, another 34.9% were at least informed and consulted. Only 10.4% of the survey participants stated that the community was not involved in the planning and implementation phase of the radio. Tab 6: Community involvement in the planning and implementation phase Was the community already involved in the planning and implementation process of your radio station? (Only one answer possible) The community had the power to take decisions in the planning and implementation process 10.4% 34.9% 54.7% The community had little or no power to take decisions in the planning and implementation process, but was informed and consulted The community was not involved in the planning and implementation process In contrast, the number of radio stations where the community is represented in a management or supervisory board is much higher (86.8%): Tab 7: Community Representation in Management Is the community represented on supervisory and/or management boards? 12.3% 0.90% Yes No 86.8% Don t know Regarding the concrete dimensions of management participation, more than two thirds (67.0%) of the radios stated that the community would be eligible for decision on the programme policy. In more than half (50.9%) of the radio stations the community is involved in fundraising, and in 40.6% it has decision taking power with respect to staff recruitment, but on budgeting in less than one third of the radio
Community participation 8 stations (29.2%). In only 14.2% of the radio stations, the community is not at all involved in station management. Some stations mentioned that the community also takes part in evaluation and event planning, or community members are members of Advisory Boards. Tab 8: Community Participation in Management: In how far is your community involved in the management of your radio station? (Multiple answers possible) The The community is is eligible for decision on on the the programme policy The The community is involved in in staff the decisionmaking recruitment process in staff recruitment The community is involved in fundraising The community is involved in fundraising The community decides on budgeting The community decides on budgeting The The community is is not involved not involved the in the management of of our our radio radio station 14.2% 29.2% 40.6% 50.9% 67.0% Others (please specify) 29.2% Others (please specify): 0% 10% 20% 30% 40% 50% 60% 70% 80% The legal ownership does not seem to influence the decision taking power attributed to the communities. The radio stations owned by an NGO do not have weaker or stronger community participation in management than those owned by a community association, church or university. Striking is the high percentage of participation in fundraising in those radio stations legally owned by a religious institution (60.9%); probably a reference to collections during the Sunday mass dedicated to the operation of the radio. Where the community had the power to take decisions in the planning and implementation phase, community participation in programming and management is also kept on a much higher level later in the life of the stations, as shown in the table below:
Community participation 9 Tab 9: Cross-Tab Participation in Implementation Phase / Involvement in Management The community had the power to take decisions in the planning and implementation process The community had little or no power to take decisions in the planning and implementation process, but was informed and consulted The community was not involved in the planning and implementation process The community is involved in 30.5% 8.6% 0.9% 40.0% the decision-making process in staff recruitment The community decides on 22.9% 5.7% 0.9% 29.5% budgeting The community is involved in 37.1% 11.4% 1.9% 50.5% fundraising The community is eligible for 38.1% 23.8% 4.8% 66.7% decision on the programme policy The community is not 3.8% 5.1% 4.8% 14.3% involved in the management of our radio station Others (please specify): 16.2% 11.4% 1.9% 29.5% Total
Community participation 10 Sources of Income Most radio stations have multiple sources of income a mixture of commercial earnings (e.g., selling advertisements), and of income from sponsoring and donations. Programme sponsoring and advertisement (public 68.9%/business 53.8/private 42.5) are the most important sources of income. Half of the stations generate revenue by selling airtime. Local private and foreign donors play a significant role as well. And more than one third of the stations organise events to raise income, and one fourth of the stations profit through merchandising products. In 36.8% of the radio stations, the community contributes directly by in-kind or financial donations to the sustenance of the station, and one fifth of the radio stations receive membership fees. Generally, community members are less involved in fundraising than in programming and management. Tab 10: Sources of income Which sources of income does your radio station have? (Multiple answers possible) Programme sponsoring 68.9% Public advertisements 67.9% Business advertisements 53.8% Sale of airtime 52.8% Personal advertisements or family announcements 42.5% Foreign donors 40.6% Private (local) donors 40.6% Community contributions: in-kind (e.g., fuel, food,...) or financial donations 36.8% Promotional events (e.g,. music or sports contests, cultural/religious festivals) 33.0% Sale of promotional products (merchandise of the radio station) 28.3% Membership fees 20.8% Public funding 24.5% Rent from office and studio services (e.g., computers, copiers, printers...) 15.1% Others (please specify): 18.9% Income from affiliated enterprises (e.g., hostel, handicraft shop, cybercafé ) 14.2%
Community participation 11 The Involvement of Supportive Groups A high number of radio stations (68.9%) receive support from listeners, fan or radio clubs: Tab 11: Supportive groups Are there any supportive groups, such as listeners clubs or friends clubs, affiliated to your radio station? 31.1% 68.9% Yes No Listeners clubs mainly support their radio stations by giving feedback (91.8%) and by collecting and sharing feedback from other listeners (71.2%). A majority provide platforms for discussion (76.7%). Some donate their membership fees to the radio station (20.5%), or collect donations from community members (26%), and promote the station by word of mouth advertising (52.1%). Others conduct narrowcasting sessions, take part in song production, sell radio products and collect announcements. The figures suggest that listeners clubs focus mainly on the production, evaluation and discussion of programme content. To a lesser degree, they are concerned with funding or management issues. Tab 12: Supportive groups II. How do these groups support your radio station? (Multiple answers possible) Giving feedback 91.8% Providing a platform for discussions 76.7% Collecting and sharing feedback from listeners 71.2% Participation in the programme production 64.4% Providing a platform for learning together 61.6% Organisation of events 56.2% Word of mouth advertising 52.1% Collecting donations from community members 26.0% Donating their membership fees to the radio station 20.5% Others 11.0% There is generally a strong connection between listeners clubs and community participation: Where a radio station gets support from a listeners club, the community is more strongly involved in management and programming. And the radio stations with listeners clubs seem to include more community members as interview partners (83.6%) in their broadcasts than radio stations without (72.7%). They are also more likely to maintain a network of citizen reporters (69.9% / 60.6%).
Community participation 12 Challenges and Limitations of Community Participation The main challenge regarding community participation is considered to be, hardly surprisingly, the lack of funds (77.4%).Technical reasons (lack of transport, communication infrastructure, etc.) are considered a problem by almost half of the stations (48.1%). Other hindrances to a stronger inclusion of the communities in the stations work are the lack of capacities for the radio station to organise regular community meetings (47.2%). From the side of the community, the shortage of time (28.3%), legal or cultural restrictions (27.4%) or a general lack of interest were stated. It has to be remembered here, that these are assumptions made by radio staff members. The picture is relatively similar, no matter whether stations have listeners clubs or not, are legally owned by an NGO, a community association or other organisations, or have a high community participation in management and fundraising or direct funding. Five survey participants stated that the geographic distance to the radio station constitutes a problem. Tab 13: Main challenges of participation In your opinion, what are the main challenges regarding community participation at your radio station? (Multiple answers possible) Lack of funds to support community participation 77.4% Technical reasons 48.1% Lack of the stations capacity to organise regular community 47.2% participation Lack of time of community members to participate in 28.3% programming, management and/or ownership Legal or cultural restrictions 27.4% Lack of interest of community members to participate in 22.6% programming Lack of interest of community members to participate in 19.8% management Inclusion of marginalised groups 19.8% Lack of interest of community members to participate in 16.0% ownership Modesty or caution of community members to participate 14.2% Others (please specify): 18.9% Failed and Successful Participation Strategies Seventy-four respondents answered the optional questions concerning whether they had implemented a community participation strategy which was either not very successful or very successful. Some reported that their attempts to generate income by charging membership fees did not work, or that community members have financial expectations that cannot be met by the radio station. Others informed about difficulties to open the management for community members, or reported that illiteracy of community groups limits the opportunities for their involvement.
Community participation 13 On the positive side, stations reported about success experienced by offering specific training courses to marginalised groups (e.g., illiterate people, women, HIV-positive girls, etc.). Others described positive experiences with radio clubs in schools, and some managed to involve the community more and more with off-studio broadcasting. In some cases, the radio station increased the participation level when they took over an advocacy role, e.g., bringing government officials and community members together. As already stated, CAMECO will follow-up some of the experiences and models of participation, to share them with other radio stations. For further information, comments and remarks, contact julia.froehlich@cameco.org.