That was a reply from a rural Liberian farmer to Malcolm Joseph, the managing director of the Center for Media Studies in Liberia. He shared that with me as I discussed the way communication has happened between the media and the public here over the past few years. It’s an interesting challenge, trying to marry up communication channels and technology mediums to be as effective as you can be across a varied and spread out demographic.
Radio is important. It’s still the main way that rural groups get their news. Newspaper circulation drops drastically outside of the cities. While many countries have at least a couple of radio stations of national reach, you still find a number of smaller radio stations that work within districts, down to the the real rural community radio stations that operate with a 5-10 kilometer radius.
The question we have to ask ourselves is, how do we connect better through this medium? It’s not good enough to just say that, “mobile phone coverage is good enough”. Even though the mobile coverage might be good, the credibility and community-inclusiveness of even a small radio station means that it cannot be ignored when trying to reach ordinary Africans. Add in illiteracy rates, which are typically higher in rural areas, and it becomes even more important.
Not ever web or mobile service needs to consider this, but we all need to think better on how to integrate radio into the mobile and web world in Africa. This isn’t just a post for aid and development groups either, it’s for people who want to create digital services that reach beyond African urban settings.
More thoughts and resources: