Presentation:
Communication for Empowerment
Bjørn Førde, UNDP Oslo Governance Centre
Media, Empowerment and Development Seminar
7th June 2010 in Copenhagen
United Nations Development Programme
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Background
Access to relevant information is essential for people to participate
and voice their opinion in decisions that directly affect their lifves.
Ability of people to participate is also the bedrock of any
democratic system and culture.
C4E stems from UNDP’s Access to Information work, which in
addition to supporting countries to strengthen their legal and
regulatory frameworks for freedom and pluralism of information
sources seeks to strengthen communication mechanisms for
vulnerable groups to participate in decision making processes.
Given that media is a vital channel of information and
communication, UNDP believes strengthening its capacity to meet
the information and communication needs of the poor is essential.
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UNDP’s DG architecture
1. Fostering inclusive participation
Civic engagement
Electoral systems and processes
E-governance, independent media and access to information
Parliamentary development
2. Strengthening responsive institutions
Public Administration reform
Local governance
Access to Justice
3. Grounding democratic governance in international principles
Human rights
Gender equality
Anti-corruption
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Inclusive Participation
Empowering the poor, women, youth, indigenous peoples,
and other marginalized groups, through expanding the
core channels of civic engagement, at the national,
regional and local levels.
1.
Civic engagement is strengthened, thereby empowering
all people to influence public policies, through voluntary
groups, social movements, trade unions, civic
associations, political parties, private sector organizations,
and citizen’s audits.
2.
Effective electoral channels are improved, including
electoral laws, processes and institutions, strengthening
inclusive participation.
3.
Inclusive communication channels are expanded,
including e-governance, independent journalism, and
access to information policies, promoting government
accountability and transparency.
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Responsive Institutions
Ensuring that the state reflects and serves the needs,
priorities, and interests of all people, including women, the
poor, youth, and minorities, by promoting the core
governing institutions of representation and accountability
at the national, regional and local levels.
1.
Government develops greater capacity to deliver public
goods and services, to regulate markets, and to achieve
the MDGs, effective economic governance, and crisis
prevention and recovery.
2.
Representative and inclusive legislatures and assemblies
are strengthened, representing the interests of all people.
3.
The justice system is more effective, responsive and
accessible, promoting the rule of law as well as both
formal and informal processes of justice.
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International Principles
Promoting knowledge and practices about
democratic governance grounded in UN values,
including at national, regional, and global
levels.
1.
2.
3.
Human rights
Gender equality
Anti-corruption are fully integrated into
democratic governance
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C4E approach
The C4E approach aims to ensure that the media have the
capacity to contribute to combating the social and political
exclusion of poor people and marginalized groups, by generating
the information that they want and need, and providing them with
appropriate communication channels to participate in public
debate.
A key assumption underpinning the C4E approach is that poor
people need different types of information to meet their specific
requirements as well as opportunities to express opinions and
preferences on issues that directly impact on their lives.
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UNDP & CSFC
UNDP partnered with Communication for Social Change
Consortium [CSFC], a leader in enabling poor and vulnerable
groups to effectively communicate in decision making processes,
to develop the C4E approach in 2006.
UNDP OGC further collaborated with CFSC Consortium to
practically implement the C4E approach in five Least Developed
Countries.
Funded by UN Democracy Fund [UNDEF] the C4E approach was
piloted in 5 least developed countries.
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C4E pilot countries
● Nepal
● Lao PDR
● Ghana
● Madagascar
● Mozambique
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Implementation
Information and communication assessments: to understand
poor people’s information and communication needs and
identify gaps where those needs are not being met.
Review of existing research on the media at national level: to
get an overview of the media infrastructure, accessibility and
environment in the country, including laws and regulations that
guarantee media freedom.
Programme interventions informed by audit and research
findings: these aim to address identified gaps by increasing
access to information for poor and marginalised groups,
amplifying their voice through appropriate communication
channels and creating spaces for public debate.
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Methodology
The information and communication assessments were
conducted in three locations in each of the pilot countries.
A mix of qualitative and quantitative survey methods were
adopted to conduct the assessments:
Household Surveys in three pilot locations
Key informant interviews
Focus group discussions with village leaders, local government
officials, media representatives, NGOs and CBOs
Observation by researchers in pilot locations
Review of selected existing research and national information data
bases
Consultations/dialogue with key stakeholders at national level
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Aggregate findings [1-2]
1.
2.
The dominant role of radio, particularly community radio,
as an information medium and potentially a strong
communication channel for poor people [Findings from all
the five countries show the importance of broadcasting in local
languages and building the capacity of local journalists in
providing more in-depth coverage of local issues.]
The limited confidence and capacity of many poor people
to use media to communicate [though large number of
women interviewees in Mozambique indicated that they are
aware of specific ‘call-in’ programmes, only a fraction of women
interviewees felt they would neither have the confidence to
participate in such programmes nor to speak in public in
traditional forums such as village or grass root meetings].
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Aggregate findings [3-4]
3.
4.
The importance of mixing traditional and new information
technologies in strategies designed to improve democratic
governance and reduce poverty [The analysis of the data
confirms the paramount importance to poorer groups of
traditional communication mechanisms and suggests that new
information and communication technologies should not
supplant traditional information channels such as village and
church meetings and also market places.]
The importance of a safe public space in providing support
and expanding opportunities for communication and
participation in decision-making process. [A high priority is
placed on face to face communication by people in all pilot
countries.]
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Aggregate findings [5-7]
5.
6.
7.
The growing importance of mobile telephony [The studies
show that there is increasing interaction and synergy between
mobile telephony and radio, both FM and community radio
stations]
The importance of a supportive legal and regulatory
environment for the media [Of the five pilot countries only
Nepal has a Freedom of Information Law and a National
Information Commission]
Differential access to the media by men and women.
[Findings from all three Ghanaian communities indicate that
women have limited control over access to and use of radio
with men taking decisions on which programmes to listen to.]
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Madagascar
90% of respondents cited radio as their primary source of information, and more than half
consider the information provided on the radio as most reliable.
News, followed by debate most important programme.
Only just over half of listeners indicated that they understand the language all the time.
Only 29% of women said that they own the radio but this does not prevent them from choosing
the programmes they want to listen to.
They want more information in: agriculture and markets, health, local services, employment,
corruption and the state and government.
Village meetings and meetings with elders, followed by exchanges at the marketplace, were
considered important.
NGOs also play an important role as information sources, because they introduce issue to poor
communities, followed by face to face discussions.
Local journalists visit local communities sometimes, but rarely involve local people in programme
making and debates.
Some cultural barriers exist to voicing opinions publicly, and some people feel they do not have
the confidence to express themselves in the media.
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Mozambique
Dondo and Monapo districts have community radio while Mandlakazai has no local media and
is only 100 kms from provincial capital.
Despite access to community radio, 60% in Dondo and 75% in Monapo say they listen to the
national public radio, Rádio Moçambique, when it is time for the main daily news slots.
Respondents indicated that they would like to see greater coverage given to health, HIV/AIDS,
civic education, corruption, agriculture and markets, environment and small business.
Traditional forms of accessing information and communicating face to face at social or religious
occasions, village meetings and meetings with government bodies, remain very important.
Community radio programmes are structured to give people the opportunity to express their
views in public. Radio producers at these stations are volunteers from the community.
A significant proportion of people in all three districts believe that journalists prefer to listen to
community leaders and do not always represent the interests of vulnerable groups.
In Dondo and Monapo 80% of the women and in Mandlakazai 60% of the women were aware
of specific ‘call-in’ programmes, but only a fraction have confidence to participate.
Some of the benefits of community radio include preservation of local culture and language,
local solutions for local problems, communication within districts, increase self-esteem.
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Ghana
Virtually all male and female respondents in the three areas confirmed that they have radios in
their home. In Ada, 100% of males and 78% of females selected the radio as their preferred
source of information. In Bonsaaso, which has no community radio stations, 71% of males and
87% of females nevertheless prefer radio. In Nima, with access to other media options, TV and
Internet, 50% of males and 37% of females said they preferred listening to the radio.
In Ada, Radio Ada, the community radio station is seen as an 'intermediary' in facilitating
dialogue with local authorities, politicians, traditional leaders at the grass-roots level.
Women, including those from more marginalized and vulnerable sections of the population,
participate freely and actively in all aspects of the community radio in Ada.
Traditional and religious leaders are considered as authoritative sources of information in
Ghanaian society. Churches and mosques were very important information sources.
60% of male and female respondents in Nima reported that the mobile phone was an
important tool and was central to conducting their affairs, but in Ada and Bonsaaso fewer than
40% men and 20% women indicated that this is the case.
Radio call-in programmes offer an important opportunity for people to participate in public
discussions and express their opinion. There is potential to expand this medium to increase
opportunities for people to voice and participate in decision making processes.xTahomax.
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Lao PDR
Across the 3 pilots sites over 80% can neither read nor write in their own language and around
40% are illiterate in the Lao language.
In all three districts radio is considered the most trusted and useful source of information,
closely followed by word of mouth. Over half of those interviewed said that they had a radio at
home and a larger percentage said they could listen to radio within the community.
Most respondents in Khoun District indicated a preference for their community radio over Lao
national radio as they are able to receive local news and current affairs programmes, and
information on health and agriculture sectors is broadcast in the three main local languages.
Interviewees also value the fact that they can request dedications and hear cultural
announcements, so community radio is considered an important uniting force.
Village loudspeaker is cited by several respondents in each research location as a key means of
receiving information.
Interviewees identified a need for more information in: agriculture, market prices, forest
conversation and natural resource management, community and enterprise development,
health issues, HIV/AIDS, sanitation, ethnic and cultural matters, gender issues.
They prefer face to face communication or letters for expressing their concerns or opinions to
officials. Most people felt that they have very few opportunities to respond to what they hear
or see in the media.
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Nepal
Assessment focused on understanding the information and communication needs of the
Indigenous Peoples (IPs).
On aggregate, Radio is the important source of information, and is widely owned and accessed
by 72%% of the respondents.
Respondents indicated preference for educational and information programmes rather than
entertainment.
The coverage of issues relevant to IPs was considered higher on the radio than in any other
type of media. Though there are no ‘community run’ radio stations, but some districts have
their own local FM stations that cover issues concerning IPs.
Key challenges that were identified through the study include the misinterpretation of IP issues
in the mainstream media; the need for capacity building programmes for journalists, for media
management and editors to enhance their understanding of IP issues; and the need to make
existing communication channels, particularly community radio, more inclusive and
representative of different ethnic and religious groups.
Respondents from all IPs groups indicated that the lack of or negative coverage of issue
related to their group was due to lack of journalists from their ethnic group in media agencies.
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What now?
UNDP will disseminate these findings and facilitate linkages with other organizations working
on information and communication specifically to consider how emerging issues and challenges
identified during the project might best be addressed. How to promote community media in
the long term? How best to merge traditional and new communication channels to meet the
needs of poor people? How to develop interactive programme formats or reporting styles? Or
how to promote innovative use of technologies that would provide cost-effective services to
poor and marginalized?
Over and above addressing the media capacity to cover issues that are of relevance to poor
and vulnerable groups, the study revealed the importance of legal and regulatory frameworks
that support media networks to serve their public broadcasting role. UNDP will continue to
work with key partners on this issue through its Access to Information area and wider
governance programme.
The pilot testing of the C4E tool in the countries has made it clear that there is a need to
balance support to the media with greater emphasis on creating the preconditions for voice
through citizen empowerment. Therefore, UNDP and CFSC will produce a revised C4E
framework which would also incorporate a more explicit gender dimension and provide more
guidance to addressing gender-related issues at local level. The framework would also analyse
and identify opportunities for promoting stronger national ownership of the C4E approach.
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