Use of rural radio to test and diffuse extension messages

A short dramatic piece or skit attracted and retained villagers" attention much better than merely reading a message over the radio, although a summary was needed to ensure that villagers understood the technical content of the message. Portions of recorded discussion among villagers in initial test communities were integrated into the recorded message to further increase their credibility. But listeners" attention begins to waver after about 20 minutes, and discussions must be highly focused on the principal theme or listeners" ability to remember the message may suffer. The message also needs to be adapted to the local context and the villagers" frame of reference; Western units of measure like liters, grams, and hectares make it very difficult for most villagers to comprehend the message. Villagers" capacity to assimilate technical information depends in part on their previous contact with such concepts through education, extension, or other rural development activities. The collaboration of a multidisciplinary team in the design and testing of the messages was particularly important. Testing and feedback are critical to any effort to make radio extension messages more effective. The Nigerien Association of Radio Clubs (ARCN) has a network of village radio clubs with animateurs trained to lead discussion of the extension messages. Frequently, these discussions are recorded and the cassettes sent to ARCN to provide feedback on the broadcasts. But ARCN"s future is in question because it lacks government support and receives only limited donor support. The report concludes with suggestions for expanding the pilot program and continuing the use of rural radio extension by local organizations and donors active in the region. (Author abstract, modified)