‘Gender sensitive’ radio stations influence listeners and gain popularity
Radio stations that encourage a debate on gender equality and broadcast gender sensitive programmes have become popular and are influencing the attitudes and behaviours of their listeners.
V4C Case Study
V4C aims to reach a broad audience with compelling messages that convey the benefits of new norms around gender equality. The programmes of the radio stations V4C supports were previously largely entertainment focused, with little emphasis on young people or gender-related issues. Listeners were mostly treated as passive participants, with no real opportunities to make their voices heard in the debates being aired. If gender was raised at all, it was regarded as a ‘woman’s issue’ and discussed in programmes that targeted men and women separately.
The changes described in this case study are drawn from a lengthier case study based on interviews with radio station staff and listeners of radio stations whom V4C had supported. This summary follows the outcomes described in two previous case study summaries.
- ‘Radio station staff start to believe in gender equality’ documents how and why capacity building on gender equality has led to the transformation of the radio staff’s personal attitudes and behaviour and the ways in which they are using their influence to promote wider change;
- ‘Radio stations make organisational changes to support gender equality’ illustrates how radio stations are providing more equal opportunities to women, gender issues are now more prominent in the radio stations’ programmes and discriminatory social norms within the organisations are being challenged.
Since 2014, V4C has been working with 11 radio stations in four target states to provide new ideas, perspectives and knowledge on gender. This includes providing capacity building, as well as the introduction of the radio drama series ‘Purple Tinz’. This case study summary explores the influence that V4C’s support has had on a sample of the targeted radio stations based in Enugu and Kaduna states.
Supported by V4C, radio stations have increased their popularity by developing, broadcasting and engaging gender sensitive programmes. By applying the principles of gender equality to the content and format of their programmes they have also been able to influence listeners to adapt their own attitudes and behaviours.
 Solid FM and Dream FM in Enugu; Karama Radio and Liberty Radio in Kaduna.