Community Radio, Gender & ICTs in West Africa: How Women Are Engaging with Community Radio through Mobile

This 39-page report shares findings from a comparative study across three West African countries (Sierra Leone, Liberia, and Guinea) to explore the current intersection between radio, gender, and information communication technologies (ICT). Funded by the Centre for Media and Transitional Societies (CMTS) of the Carleton University School of Journalism and Communication, the research examines whether recent improvements in radio broadcast coverage and SMS technology are increasing women's access to information and providing them with a platform that adequately meets their needs, and tests whether implementing a SMS mobilisation programme, like FrontlineSMS, can increase women’s engagement with local community radio programming. The findings show that, while technology can play a role in enabling participation, the lack of participation is influenced more by the fact that radio is still male-dominated and too often consigns women's programming to a narrow interpretation of gender issues including marriage, childcare or domestic responsibilities.

Research was carried out in a total of six communities (two each from Sierra Leone, Liberia, and Guinea) for a period of six weeks each, using women's surveys, community radio staff questionnaires and station observation, focus groups, and a FrontlineSMS intervention and data collection. For the first three weeks, FrontlineSMS ran quietly in the background to count how many people were texting-in during the most popular programme (generally during peak listening hours) and during the most-listened to programme identified by women in the surveys. During the last three weeks of monitoring, some of the advanced features of FrontlineSMS were implemented. Text-messages were sent to all saved contacts in the FrontlineSMS database to remind listeners to tune into each upcoming women's-preferred programme. In addition, a "thank you" reply was automatically sent via SMS to all listeners who texted-in during broadcast so as to demonstrate appreciation and encourage future interactivity. Phone credit was provided out of project expenses to cover the costs of messaging.

According to the report, though certain urban biases emerged in the survey samples, and while each community radio station demonstrated distinct characteristics, some broad trends from survey results, focus groups and interviews nonetheless emerged.

• Listenership - Overall, Sierra Leone had the highest radio listenership rate at 85.8% of those surveyed, followed by Liberia at 81% and Guinea at 73.6%. There were quite significant differences however, both within and between countries. For example, in Sierra Leone, 72% of women surveyed in Mile 91 listened to the radio, compared to 99% in Kenema. Of those women who listen to the radio, virtually 100% listen to community radio. Women overwhelming listen to the radio at home (88%), and with company, usually their families, suggesting that radio listening is a shared social experience. All women, older and younger, generally tune in from 6 p.m., with the most popular timeslot being 8-10 p.m. Women like listening to programmes that inform, educate, and deal with the interests and issues that affect their daily livelihoods. Women's programming also appears the most effective platform to meet these needs - it provides a space for women to express themselves, to participate in public life, educates them on their rights, sensitises them and gives them protection against harmful traditional mindsets.
• Participation - Overall, 80% of young women had access to mobiles and 66% owned one; for older women, 76% had access and 61% had their own phone. Sierra Leone had the lowest rates of mobile access (73%) and ownership (49%). Guinea had the highest rates, with 87% having access to mobiles and 80% owning. Liberia lay in the middle with 77% having access and 63% owning. Of those women who listened to the radio, 27% reported to have called-in during a radio programme at least once in their life. Sierra Leone had the lowest rate of call-ins at 22%, followed by Guinea (27%), while Liberia had the highest (32%) despite only placing 2nd for access/ownership of phones. Overall, 13% of listeners had sent text messages to radio stations, about half the proportion that had called. Though Guinean women were more likely to know how to text, they had the lowest rate of text-ins (11%), followed by Sierra Leone (12%) and Liberia (15%). Overwhelmingly, women who call and text do so because they want to contribute their viewpoint. When asked why they called, 83% of women said it was to share their opinions; 66% of those who sent texts did so because they believed they had something important to share, with another 39% saying they thought their views would help the community.
• FrontlineSMS - There were several technical challenges during the implementation stage of FrontlineSMS, including electricity cut offs, computer breakdowns and station generator blowouts (thus off the air) – all of which affected the ability to collect data regularly and consistently, and as a result, extrapolate the results. Despite recognising the power of the new software and its features, a general lack of proficiency in ICTs in radio station staff also proved to be an obstacle, especially in Guinea. As the results show, there were no consistent trends towards greater participation in the second phase, either overall or of women specifically. There was a low female participation overall, especially in the Gbarnga sample.

According to the report, the findings suggest that women are listening to radio, but radio stations are not listening to women. Radio is failing to meet the needs of women in their communities despite the belief from radio station staff that they are. Since the overwhelming majority of radio staff is male (no station had more than two female presenters, most having only one, some with none) women's concerns and interests are insufficiently being taken into account in radio station programming. And yet the demand is great - when asked what kind of radio programming women prefer, they overwhelmingly cited women's programming tailored to their needs.

To meet women's interests in the most effective way, not only are broadcast hours important, but also getting more women's voices on the radio. Women feel more "courage" to participate when they hear other women on a public platform. At the moment, there are too few women in radio (in some stations even the women's programme was presented by a man). While women have a vested interest in areas such as economics and politics, they often don't chose to listen or participate in related radio programmes as they are dominated by male experts and male opinions. It is not only a question of more female presenters, but of soliciting the voices and opinions of ordinary women during programmes. While the majority of women do not call or text during community radio programming, those who do feel that they have something of value to contribute do call in or text. Furthermore, those who do not participate do not cite cultural barriers that dictate they should remain quiet. This discredits the notion that women are not interested in having a public platform to express their experiences and ideas or in having a stake in key debates.

The report adds that text messaging technology is a useful alternative for listeners to participate, and with women in particular. It is a cheaper option than calling, which is important as a lack of resources is a key factor in non-participation. It also gives a degree of anonymity to those who want to talk about the sensitive issues that often concern women (rape, FGM, domestic violence, etc.), and which are still controversial to speak publicly about. In summary, it allows those who are unwilling or unable to have their voices on air to nevertheless have a way to make their opinions heard.

The report concludes that despite cultural and socio economic barriers, women are increasingly showing they have something important to contribute to the national discourse and to their local public sphere. Community radio is an important tool for this empowerment and has contributed to the education and development of women. But radio, community or otherwise, is still male-dominated and carries traditional social stereotypes. Women are usually viewed through a traditional model - in the context of their relationship to their husbands or children – and not as individual beings with a broad range of interests and needs.

Software programmes such as FrontlineSMS provides radio stations with new tools to improve audience participation. As a system of mass communication, FrontlineSMS gives radio stations direct access to a large database of repeat callers and texters, from which it can learn more about an audience's concerns, preferences, and motivations. However, regardless of the innovation that information communication technologies bring, women have said they will interact more with their radio stations only once programming is more interesting. While certain obstacles of cost and access to mobile phones can certainly be lessened due to ICT solutions like FrontlineSMS, the clear message is that technology is not a panacea in itself, nor can it achieve significant improvements.