An assessment of the perceived role of radio in women's empowerment: the case of Bonga FM 97.4

Abstract

The main objective of this study was to assess the perceived role of radio in empowering women in a rural setting. The study examined a rural radio forum that specifically targeted women listeners in two districts within the Kaffa Zone. A mixed research approach was adopted, employing a descriptive survey design and using questionnaire, interviews, and focus group discussions as data gathering tools. Using purposive sampling, audiences in two districts, Decha and Gimbo, of the Kaffa Zone were selected. A total of 200 women from four group radio listeners in four Kebeles were chosen for the survey. Convenience sampling was used to select Kebeles and groups based on their proximity to the districts’ centers. Moreover, to gather information and perspectives from a diverse range of participants, including key stakeholders and influential individuals involved in the radio programming and development initiatives in the selected districts, four FGDs and eight in-depth interviews were conducted. Relevant theories such as developmental media theory and diffusion of innovation theory provided theoretical and conceptual frameworks related to the research topic. The study found that Bonga FM 97.4 radio played a significant role in promoting women's social, economic, and political benefits through various programs that raised awareness among both organized group of listeners and regular women listeners. Consequently, attitudinal, behavioral, and practical changes were reported to have been introduced among the women audiences in their socioeconomic and political domains. However, challenges related with delays in court processes, lack of fairness in decision making, and problems with decision execution were highlighted as areas that require attention from the radio station. Additionally, there is a need to further strengthen women's participation in live radio programs. Recommendations are forwarded for Bonga FM to use investigative journalism to solve women's problems, particularly in the field of justice.