Evaluating Community Radio for Disaster Communication Effectiveness

Thesis Abstract

Community radio remains a pivotal channel for disseminating disaster risk information to rural and semi-urban populations where formal warning systems are limited and ICT access is variable. Despite its potential, there is limited empirical evidence on how effectively community radio translates hazard information into timely protective actions, how audience engagement and trust influence message uptake, and the extent to which programming design enhances resilience. This study addresses the problem by examining the effectiveness of community radio in conveying disaster risk, warning, and self-protection guidance, and by identifying design and operation factors that maximize communicative impact. The aim is to evaluate the effectiveness of community radio as a disaster communication medium and to provide evidence-based recommendations for programming, governance, and community engagement. The specific objectives are to (1) assess audience comprehension, recall, and interpretation of disaster risk messages broadcast by community radio; (2) examine listener trust, perceived credibility, and behavioural intentions in response to alerts; (3) analyze programming features (form, language, cultural relevance, participatory formats) that correlate with improved knowledge and protective actions; (4) determine the role of community involvement in message co-creation and dissemination; and (5) develop a conceptual framework linking message design, audience reception, and action outcomes. A mixed-methods design is employed, integrating quantitative surveys and qualitative interviews and focus groups. The population comprises registered listeners of three community radio stations serving flood-prone districts, with a total audience estimated at 75,000 individuals. A stratified random sample of 1,200 listeners will be surveyed to measure comprehension (validated disaster literacy scales), recall, trust (credibility and source attribution), perceived usefulness, and reported intended or actual protective actions during recent alerts. In-depth interviews with 30 community leaders, 18 radio station producers, and 12 field responders will explore message design decisions, participatory processes, and operational constraints. Focus group discussions (six groups of 8–10 participants) will capture nuanced perceptions of programming styles and cultural relevance. Data collection instruments include a structured survey instrument adapted from the Disaster Risk Knowledge Assessment Tool, semi-structured interview guides grounded in the Social Cognitive Theory and the Technology Acceptance Model, and focus group prompts aligned with participatory design theory. Validity and reliability will be established through pilot testing (n=60), Cronbach’s alpha for internal consistency (target >0.70), and member checking for qualitative data. Data analysis will proceed in three stages. Quantitative data will be analyzed using descriptive statistics, multiple regression to identify predictors of protective action, and path analysis to test the proposed framework linking message design variables to outcomes. Comparative analyses across stations and languages will be conducted via ANOVA and MANOVA where appropriate. Qualitative data will be analyzed thematically using Braun and Clarke’s approach, with coding validated by intercoder reliability (Cohen’s kappa >0.75). A convergent mixed-methods design will integrate results to triangulate findings and refine the conceptual model. The study will also apply the Protective Action Decision Model to interpret how broadcast cues influence hazard appraisal and response propensity. Expected findings include that messages with local language delivery, culturally resonant narratives, and explicit action steps yield higher comprehension and faster protective actions; participatory programming (caller-in segments, community reports) enhances trust and message credibility; social norms and alcohol- and risk-awareness messages moderate the translation of knowledge into behavior. The research will contribute to knowledge by clarifying the mechanisms through which community radio shapes disaster-related knowledge, attitudes, and actions, and by advancing a design framework for disaster communication that integrates audience engagement, credibility, and culturally appropriate content. Practical implications entail evidence-based guidelines for station management, content creators, and policymakers on message design, scheduling, and community partnerships to improve disaster resilience. The study concludes with concrete recommendations for optimizing community radio workflows, multilingual broadcasting strategies, and rapid-response collaborations with local authorities to ensure timely and effective dissemination of disaster information.