Media-interpersonal Communication Nexus in the Fight against Population Boom: with Specific Reference to "Meftihe" Radio Program and Community Agents in Derra District
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Date
2009-06
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Addis Ababa University
Abstract
This study investigates the effects of combined messages of an E-E radio program and community agents
in promoting family planning. It analyzes data gathered from audience members and community agents
using conjoint and in-depth interviews. In addition, scripts of the radio program are analyzed. The
concept this study evolves around is development communication, which refers to the application of
communication in facilitating economic growth of a nation. Among the strategies of accomplishing such
tasks is Entertainment-Education (E-E). E-E projects have benefited people in terms of reproductive
health including the use of contraception. Interpersonal communication on the other hand, plays an
important role in the process of opinion formation. Messages transmitted through the media are
discussed in interpersonal communication, which leads to behavior change. According to the theory of
the two step information flow, it is opinion leaders- those who are approached for advice and are
considered as reliable- who are more exposed to the media than the rest of a community and are capable
of convincing others to change their minds. Therefore, both media and interpersonal communication
contribute their shares to the process. The outcomes of this research reveal that the combined messages
of both the radio program and the community agents affected the audience members by playing
reinforcing and compensating roles. Both presented similar messages that created awareness among the
audience members by applying distinct techniques. At the same time the radio program and the
community agents were compensating each other by accomplishing things that one is not able to perform.
Thus, the community agents accomplished things that could be difficult for the radio program, and vice
versa.
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Keywords
Fight against Population Boom