Abstract

Development broadcasting falls within an approach of development communication that favors large scale actions and use of the mass media. The Malawi government uses this approach, mainly with the Malawi Broadcasting Corporation (MBC), but not much is realised and no study has so far analysed the context within which development programs are produced. This study examines societal, communicator and organisational level factors that affect production of effective development messages at MBC. Among other research questions, the study interrogates MBC’s programming schedule to determine the quantity of development content in relation to other programs such as entertainment and religion. A focus on a sample of health, self-help and cultural programs appreciates the impact of these factors on content. Most of the content is cultural oriented with critical areas like health and agriculture getting 7 and 5 hours of broadcasting a week respectively. Most of the programs lack allure due to the societal, communicator and organisational level factors and are laced with pro literate terms even though the target groups are illiterate. These factors most likely interact within and between the levels to affect production of effective development messages. Radio is the most accessible medium in developing countries and addressing the hurdles determined in this study will make it a more effective tool in promoting change.

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School	: School of Humanities and Social Sciences
Issued Date	: 2008

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