An evaluation of the role of PANOS Institute Southern Africa in bringing about positve social change through local media: A case study of Radio listening clubs in Mazabuka and Monze Districts of the Southern Province of Zambia

This report is based on an evaluation of the impact of Radio Listening Clubs (RLCs), an initiative of Panos Institute Southern Africa (PSAf), on communities to foster social change. Since dealing with people’s mind set is a complex issue requiring time and organised effort, PSAf’s RLCs initiative has proved to be ideal in propelling target citizens’ benefit from local radio stations and bringing about social change.
The report was fed by a study that was undertaken in Mazabuka and Monze districts of Southern Zambia. The study employed questionnaires, interview and focus group discussions, (FGDs) for data collection. It was undertaken with the background of people’s failure to appreciate the link between communication and development.
RLCs have worked to turn non-participating communities into active participants. They have mobilised communities, encouraged social networking and have given people a new sense of dignity and value to life. People in rural communities where clubs have been established are now informed on issues taking place in other communities around and are involved in determining their own destinies.Their knowledge levels on a wide range of issues have increased, their attitudes have changed for the better, their practices (i.e. the way they do things) have improved, and as communities beginning at individual level, have acquired new skills. A totality of all these amount to social change as people have moved from a ‘traditional’ society to a more modern one poised for take off, (Rostow, 1960; Learner, 1958).The study is significant in that it has outlined the successes and failures of PSAf’s RLC initiative. It has also brought out issues and challenges associated with rolling out new innovations in rural communities.The study was undertaken as a requirement to the partial fulfilment of the degree of Master of Communication for Development, (MCD) of the Department of Mass Communication of the School of Humanities and Social Sciences at the University of Zambia.