Page 1 of 22
Advances in Social Sciences Research Journal – Vol. 10, No. 11
Publication Date: November 25, 2023
DOI:10.14738/assrj.1011.15798.
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., &
Mabirizi, J. (2023). The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on
Female Genital Mutilation (FGM) And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
Services for Science and Education – United Kingdom
The Role of Audience Monitoring Surveys (AMS) In Strengthening
Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital
Mutilation (FGM) And Child Marriage Programs
Haithar Ahmed
UNICEF Ethiopia Country Office
Jolanda Van Westering
UNICEF Ethiopia Country Office
Zemzem Shikur
UNICEF Ethiopia Country Office
Fikereselam Getinet Terefa
UNICEF Ethiopia Country Office
Andinet Challa
UNICEF Ethiopia Country Office
Rachana Sharma
UNICEF Ethiopia Country Office
Mona Aika
UNICEF ESARO
Andrew Brooks
UNICEF ESARO
Massimiliano Sani
PG Nairobi
Nankali Maksud
NYHQ
Harriet Akullu
UNICEF NYHQ
Joseph Mabirizi
UNICEF NYHQ
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
ABSTRACT
Female Genital Mutilation (FGM) and child marriage (CM) are some of the worst
harmful practices rampant in Ethiopia. Population Media Center-Ethiopia (PMC-E),
in partnership with UNICEF and UNFPA, have been broadcasting radio talk shows
(RTS) in select regions of the country to address these issues. The main objective of
this study was to establish the popularity and relevance of these shows in
addressing the issue of FGM and CM. Specific objectives were establishing
respondent awareness of the shows, analyzing the knowledge gained from the
issues raised in the shows, establishing the convenience of RTS broadcasting times
to listeners, and offering suggestions for improvement. The study used a cross- sectional population-based household survey design in which men and women aged
15 – 49 years were interviewed in two phases. A total of 860 respondents in Phase I
and 741 in Phase II were interviewed using questionnaires. Data was analyzed
descriptively. Findings show that the reach of RTS was not good, attributable to lack
of access to radio, mobile phone, or/and lack of electricity or time to listen to the
shows. The content, time and presenter skills and creativity were convenient to
listeners and the popular topics discussed were FGM, CM, and gender equality.
There was a significant difference between people who listened to the shows and
those who didn’t in regard to understanding FGM and CM issues. The study
recommends government of Ethiopia subsidize the cost of radios purchased by
people in target areas as well as promote the use of alternative media to present
topics discussed in the RTS.
Keywords: Radio Talk Shows, Female Genital Mutilation, Child Marriage, Audience
monitoring, Harmful practices
INTRODUCTION
Background and Context
Harmful Practices (HP) against women have significant adverse impacts on the physical as well
as mental health of the victims. Due to their very nature of promoting gender inequality, these
practices are a violation of the rights of girls and women further increase the risk of gender- based violence, and threaten the achievement of Sustainable Development Goal 5 on gender
equality. Female Genital Mutilation (FGM) and child marriage (CM) are some of these harmful
practices rampant in some parts of the world. Globally, close to 200 million women have been
circumcised, and two million girls are estimated to be circumcised each year [1] while an
estimated 15 million girls marry before the age of 18 [2]. In Africa, FGM and CM are highly
prevalent practices. While the marrying age has been rising across the continent (Africa), over
a third of women are married before their 18th birthday [3]. In Ethiopia, HPs are widely
practiced as four in ten young women are married or get into union before the age of 18 while
six million girls were married before the age of 15 [4]. With its high national incidence rate
(65%), Ethiopia also has the world’s second-largest total number of women and girls who have
experienced FGM, next to Egypt [5].
In order to eliminate HPs, the Ethiopian government has put in place various legal and policy
frameworks and institutional structures that support the implementation of these frameworks.
The country has adopted internationally binding documents such as the Convention on the
Elimination of all forms of Discrimination against Women (CEDAW). At the national level, the
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
constitution extends to women the guarantee of freedom from HPs, while at the state level, they
are guaranteed the right to be free from harmful customary practices [6].
Due to the concerted efforts of all stakeholders in terms of the adoption of successful strategies
such as broad-based participation and targeted interventions, encouraging results have been
witnessed, and progress has accelerated in recent years [7]. Although these results are
encouraging, it should be noted that the problem is still persistent in the country, more in some
parts than in others. Recognizing this problem, it is imperative that all concerned stakeholders
scale up their efforts. The government, UNICEF, UNFPA, Non-government organizations
(NGOs), and Civil Society Organizations (CSOs) are putting concerted efforts to end FGM and
CM by 2030. As part of such efforts, Population Media Center-Ethiopia (PMC-E), in partnership
with UNICEF and UNFPA, has been broadcasting radio talk shows (RTS) that address these
issues by reinforcing the intensive community level activities like community conversation as
well as reaching the unreached by the various community projects implemented by other
support organizations.
PMC-E has been broadcasting three unique radio talk shows (RTSs) in Oromia (Ofiishiif), Afar
(Mano), and Somalia (Himilo) regions of Ethiopia since April 2021. Later, PMC-E also started
broadcasting another RTS in the SNNP region in September 2021 called Yalaleke Guzo, which
makes a total of four RTSs. The first three RTSs (Ofiishiif, Mano, and Himilo) began broadcasting
in April 2021 and will end in September 2022, while the fourth RTS (Yalaleke Guzo) began
broadcasting in September 2021 and will end in September 2022. All broadcasts were done
through accessible radio stations across Ethiopia. The Audience Monitoring Survey (AMS) was
planned to strategically assess all four RTSs over two data collection rounds (Phase I and Phase
II) whose combined timelines are from April 2021 to September 2022. The potential target
audiences for the RTSs include people within the ages of 15 years and above including men and
women of reproductive age (15 – 49) in the intervention Woredas.
Objectives of the AMSs
The main objective of the AMS was to assess the popularity and relevance of RTSs among
residents of select broadcasting regions/ Woredas in addressing the issue of FGM and CM.
The specific objectives are:
• To establish respondent awareness of RTSs in their native languages.
• To analyze the knowledge gained from the issues raised in the RTSs.
• To establish the convenience of RTS broadcasting times to listeners.
• To obtain suggestions on how to improve RTSs.
Scope of the AMSs
The Audience Monitoring Surveys for the radio talk shows were done in selected projects in the
Woredas of Oromia, SNNP, Afar, and Somali regions of Ethiopia. Phase I and Phase II of the AMS
were conducted in different Woredas of the project regions. This report covers the findings of
both phases. The AMS was planned to strategically assess all four RTSs whose combined
timelines are from April 2021 to September 2022.
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
METHODOLOGY
The study utilized a cross-sectional, population-based household survey, a method of collecting
information by face-to-face interviewing using a structured questionnaire on a tablet or
Smartphone. The target population was members of a household (men or women aged 15 - 49s)
from randomly selected Kebeles of the 4 selected intervention Woredas. The project targeted a
total of 16 specific zones and Woredas across the four regions. The locations for Woredas were
randomly selected for each phase of the AMS and no selected location was revisited in the
subsequent phase. Thus, Woredas / Zones considered for Phase I and Phase II of the AMS were
different. For both phases of the project, four Woredas were randomly selected in consultation
with PMC-E. Each targeted zone has one targeted Woreda and from that target Woreda, urban
and rural Kebeles were randomly selected to be included in the study. Comparable numbers of
rural and urban participants were recruited to participate in the surveys. The sample size was
calculated using the single population proportion formula (n= ((Z∞/2)2*P(1-P))/d2).
Calculations assumed a 5% margin of error for a 95% confidence interval and a 5% level of
significance, resulting in a sample of n=384 respondents. Further, the design effect of this
sampling technique was taken into account by multiplying the calculated sample size by a factor
of 2, resulting in n=768 respondents. The 2017 projected population data at the Woreda level
by Ethiopia’s Central Statistical Agency (CSA) were used to calculate sample respondents at
regional, zonal, and Woreda levels. Considering the non-response rate using the formula n/(1-
NR), where NR is a non-response rate of 10%, the final sample size was determined to be n=860
respondents. The number of sample respondents within each Woreda was determined based
on the probability proportional to Size (PPS) method, size being the number of Woreda
population. Thus, in Phase I, a total sample of 860 respondents participated in the survey, and
using the same formula and approach a total sample of 741 participants was chosen for Phase
II from the four randomly selected project Woredas as shown in Table 1.
Table 1: Sample Sites and Participants
Region Phase I Phase II
Zone Woreda Samples Zone Woreda Samples
Rural Kebele Urban
Kebele
Total Rural Kebele Urban
Kebele
Total
Oromia East
Hararghe
Haromaya Dire Qabsu
(297)
Adele
(82)
379 West
Hararghe
Doba Ifa AMan
(126)
Doba 01
(122)
248
SNNP Sidama Dara Meahiso
Geter
(177)
Kebado
Selam
(28)
205 Hadiya Duna Somicho
(109)
Ansho
(109)
218
Afar Zone 1 Mille Hintimegeta
(70)
Haris
(56)
126 Zone 1 Chifra Shekay Boru
(87)
Chifra 01
(87)
174
Somali Gode Gode Kunka
(88)
Gode
08
(62)
150 Qorahe Shegosh Karindabayel
(51)
Golhowley
(50)
101
Total 662 198 860 373 368 741
Various sampling methods were used to arrive at the final sample size. At the first (regional)
stage of sampling, the four regions– Afar, Oromia, Somali, and SNNP were purposively selected,
project intervention being the criteria for selection. At the zonal level, four Zones were
randomly selected from the target regions and 4 Woredas were randomly selected from the
zones. From each Woreda, Kebeles were stratified according to rural or urban while random
sampling was used to select the specific targeted Kebeles. A total of 4 rural and 4 urban Kebeles
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
were included in each phase of the study. The PPS method was used to determine the number
of sample households within each Kebele. In order to select sample representative households
from each sampled Kebele, a cluster random sampling technique was employed based on the
settlement of households in the Kebele. In each selected Kebele, urban and rural Kebeles were
further clustered into villages/Gottes. In each Kebele, villages were randomly selected for the
study. Once the total number of households and the proposed number of sample respondents
in each village were determined, households were randomly selected. This procedure provided
greater assurance that every household was adequately represented in the final sample and
thus generally resulted in an increased sampling reliability. After households were determined,
only one individual respondent was selected from the sample households. In the case where
more than one eligible respondent was found in the household, the Kish Grid technique was
employed, allowing the interviewer to randomly select an eligible respondent from the list of
household members.
In phase I, a structured 8-section questionnaire, which took 50-60 minutes per respondent, was
used to gather reliable information relevant to address research objectives. In Phase II, a similar
questionnaire in structure, but with 5 sections, was used. Both questionnaires were translated
into local languages (Amharic, Afar, Oromo, and Somali languages). KoBoCollect app available
on mobile phones and tablets was used to administer the questionnaire/collect data. A
professional Data Manager ensured the quality of the collected data. Collected data was cleaned
to get rid of outliers, errors, and incompleteness and encoded into the statistical package for
the social sciences (SPSS). Descriptive outputs including frequencies, percentages, mean, and
standard deviations were used.
RESULTS
Socio-Demographic Characteristics
In phase I, the majority (77.7%) of the participants were recruited from rural locations and 23.3
from urban areas, 59.0% were female and 41% were male, while the majority of 34.4% were
aged 26-35 years, and the rest were aged 15-25 years (19.7%), 36-45 years (25.5%), and 46-
49 years (3.1%). Thus, the majority of those who participated in the study ranged from
adolescents to youthful adults (adults below 45 years). Around 80% of participants have an
educational level of primary education and below. Almost three-fourths of participants were
found to be married and of the Muslim religion, while Protestants were 19.3%. Finally, about
74.2% of participants were parents. In Phase II, 33.5%, 29.4%, 23,.5%, and 13.6% of the total
study participants were recruited from Oromia, SNNP, Afar, and Somali regions, respectively.
Compared to Phase I, an increment in samples is observed in the SNNP and Afar regions. Very
comparable numbers of rural and urban participants participated in the study (50.3% rural vs.
49.7% urban). However, the gender of respondents in Phase II (62.2% Female vs. 37.8% Male)
shows that more women than men participated in Phase II of the study compared to Phase I
indicating that more of those found to fit the purpose of the study in Phase II were females.
Other demographics are shown in Table 2.
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
Table 2: Demographic Data
Categories Characteristics Phase I Phase II
Region Oromia 44.1% 33.5%
Sidama / SNNP 23.8% 29.4%
Afar 14.7% 23.5%
Somali 17.4% 13.6%
Location Rural 77.7% 50.3%
Urban 22.3% 49.7%
Sex Female 59.0% 62.2%
Male 41.0% 37.8%
Age 15-25 19.7% 42.9%
26-35 34.4% 32.3%
36-45 25.5% 20.6%
46-49 3.1% 4.2%
Education Uneducated (not able to read or write) 32.2% 21.9%
Informal Education (Religious, Adult education) 10.1% 14.2%
Primary 36.0% 32.5%
Secondary 15.9% 20.5%
Tertiary (College Diploma) 4.1% 4.3%
Degree 1.2% 6.2%
Advanced Degree (masters or PhD) 0.5% .1%
Other - .1%
Marital Status Single 18.6% 20.6%
Married 72.4% 68.3%
Divorced 4.8% 4.9%
Widowed 3.8% 5.0%
Separated (not together for different reasons) 0.3% 1.2%
Religion Orthodox 3.5% 3.8%
Islam 77.1% 66.9%
Catholic 0.1% .4%
Protestant 19.3% 28.9%
Awareness of the RTSs
Access to Media Infrastructures:
Table 3: Access to Media Infrastructures
Access to... Phase I Phase II
Yes No Yes No
Working television 14.7% 85.3% 25.1% 74.9%
Working radio 30.0% 70.0% 44.4% 55.6%
Mobile phone / smart 19.9% 80.1% 39.3% 60.7%
Mobile phone / feature 70.8% 29.2% 79.6% 20.4%
The first phase of AMS established participants’ lower access to media infrastructures. The
majority of the participants did not have a working television (85.3%), a working radio (70%),
and a Smartphone (80.1%). However, about 70.8% of the participants were found to own
feature mobile phones. In the second phase, the study found similar results as the majority had
Page 7 of 22
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
no access to a working television (74.9%), working radio (55.6%), and mobile, or Smartphone
(60.7%). However, a larger number of participants in Phase II than in Phase I accessed a mobile
feature (79.6%) and had better access to media infrastructures than participants in Phase I.
People Aware of RTS:
As shown in Table 4 below, in Phase I, out of the total respondents who participated in this
study, 24.5% from Oromia had heard of Ofiishiif, 18% from SNNP (Sidama) had heard of
Yalaleke Guzo, 63.5% from Afar have heard Mano, and 42% from Somali have heard Himilo.
This implies that program awareness is high for Mano compared to the other programs.
Overall, about 31.7% (N= 273 out of 860) have heard of the RTS broadcasted in their respective
areas. However, a marked difference was observed in Phase II of the survey. Overall, about
80.7% of the study participants (N = 598 out of 741) had heard of the RTSs. Specifically, about
84.3% of respondents from Oromia (West Hararghe – Doba), 83.9% of respondents from SNNP
(Hadiya - Duna), 71.3% of respondents from Afar (Zone 1 - Chifra), and 81.2% of respondents
from Somali (Qorahe - Shegosh) have heard of Ofiishiif, Yalaleke Guzo, Mano, and Himilo RTSs,
respectively. Relatively, the least figure has been seen in Afar mainly because the data
collection was undertaken after months of armed conflict in the area and subsequent
government and community system failures.
Table 4: Number of Study Participants who have heard about the RTSs
Have you heard
of...
Phase I (N = 860) Phase II (N = 741)
Yes No Doesn’t
Know
Yes No Doesn’t
Know
N % N % N % N % N % N %
Ofiishiif 93 24.5 264 69.7 22 5.8 209 84.3 39 15.7 0 0.0
Yalaleke Guzo 37 18.0 164 80.0 4 2.0 183 83.9 25 11.5 10 4.6
Mano 80 63.5 46 36.5 0 0.0 124 71.3 50 28.7 0 0.0
Himilo 63 42.0 78 52.0 9 6.0 82 81.2 16 15.8 3 3.0
Overall 273 31.7 552 64.2 35 4.1 598 80.7 130 17.5 13 1.8
Concerning the reasons why respondents failed to hear the RTSs, the findings indicated that in
phase I of the AMS, across all locations, not having access to radio was the main reason for not
hearing about the shows. Respondents lacking time to listen to the shows was the second main
reason for not listening to the shows. The inability to access a phone was the third most
common cause of respondents failing to listen to the shows. In Phase II, the results were similar
to Phase 1; Lack of access to a radio and unavailability of time to listen to the show were the
first and second causes of failure to listen to RTSs. However, different from the result in Phase
I, the third reason for failure to listen to the shows in Phase II was the lack of electricity. These
findings cut across all regions and RTSs.
Listenership of the RTSs:
The AMS attempted to identify the proportion of participants who listen to the RTSs among
those who have the opportunity to hear about the RTSs in their respective communities.
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
Table 5: Number of Study Participants who have heard about the RTSs
RTSs
Do you listen to the RTs?
Phase I Phase II
Yes No Yes No
N % N % N % N %
Ofiishiif 65 69.9 28 30.1 192 91.9 17 8.1
Yalaleke Guzo 24 64.9 13 35.1 117 63.9 66 36
Mano 43 53.8 37 46.3 87 70.2 37 29.8
Himilo 37 58.7 26 41.3 75 91.5 7 8.5
Total 169 61.9 104 38.1 471 78.8 127 21.2
Accordingly, during Phase I of the AMS, 61.9% of participants who heard about RTS were found
to listen to the shows. Ofiishiif and Mano had the highest number of listeners while Yalaleke
Guzo had the least although the total reach of this program was small (37 people).
Proportionally, the highest numbers of listeners were observed among those targeted by
Ofiishiif (69.9%) and Yalaleke Guzo (64.9%). During Phase II, a significant difference was
observed both in terms of number and proportion to respective RTSs. Overall, compared to
phase I, a larger number of participants, 78.8% (471) were found to listen to the RTSs.
Specifically, a significant proportion of listeners were found in communities targeted by Ofiishiif
(91.9%) and Himilo (91.5%). The least listenership in percentage terms was observed among
communities targeted by Yalaleke Guzo (63.9%). However, in terms of number of listeners,
Himilo had the least (n=75).
Degree of Listenership:
Table 6: Degree of Listenership to the RTSs
How often
do you
listen to
the RTS?
Phase I Phase II
Ofiishiif Yalaleke
Guzo
Mano Himilo Over
all
Ofiishiif Yalaleke
Guzo
Mano Himilo Over
all
Always 6.2% 29.2% 27.9% 16.2% 17.2% 10.9% 7.7% 2.3% 2.7% 7.2%
Very Often 21.5% 12.5% 37.2% 51.4% 30.8% 60.4% 28.2% 20.7% 16.0% 38.0%
Sometimes 50.8% 20.8% 23.3% 16.2% 32.0% 25.5% 37.6% 55.2% 73.3% 41.6%
Rarely 21.5% 37.5% 11.6% 16.2% 20.1% 3.1% 26.5% 21.8% 8.0% 13.2%
As shown in Table 6, Phase I, of the AMS established that the overall majority (32.0%) listened
to RTSs ‘sometimes’ while the least number of listeners (17.2%) listened to the RTS always. The
study found that the majority (50.8%) of the listeners to Ofiishiif listened to the show
'sometimes’, the majority (37.5%) of Yalaleke Guzo listeners listened to the show ‘rarely’, while
the Mano and Hamilo shows were listened to ‘very often’ by the majority (37.2%) and 51.4%
respectively. In Phase II, marked differences in listenership status were observed. Overall,
about 38% of listeners listened to the RTS “very often” and 41.6% of listeners listened to the
RTS “Sometimes.” Comparatively, unlike in Phase I, Ofiishiif RTS got better listenership status
(60.4% listened to the RTS “Very often”) while Mano and Himilo experienced the least number
of listeners. However, a large number of listeners targeted by Yalaeke Guzo (26.5%) listened to
the RTS to a “rarely” extent.
Page 9 of 22
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
With Whom Listeners Usually Listen to RTSs?
The survey has also attempted to establish with whom listeners usually listen to the RTS in
their respective areas.
Figure 1: With Whom Listeners Usually Listen to RTSs?
In phase I, most listeners of Ofiishiif (64.6%), Yalaleke Guzo (66.7%), and Mano (83.7%) listened
to RTSs with their family members while a significant number of Himilo listeners (86.5%)
usually listened to the shows in their listeners’ group, followed by Yalaleke Guzo listeners
(25%). In Somali, listening to the Himilo RTS with friends (45.9%) and neighbors (43.2%) has
been found to be common. Similarly, listening with the neighborhood was a common feature of
listeners targeted by Mano (37.2%). In phase II it was found that most respondents listen to the
RTSs at home with family members (71.1%); followed by friends (56.9%), neighbors (53.3%),
and listener group (30.4%). In both phases of the AMS, listening with family members was
reported frequently and the lowest report was with listener groups. Specifically, listeners of
Ofiishiif were found to choose family members (83.9%) and neighbors (76.0%) to listen to the
RTS most importantly. Yalaleke Guzo is mostly listened to with family members (76.9%) and
friends (58.1%). Mano listeners had the least listenership experience with family members.
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
Convenience of RTSs
The AMS also examined the degree of convenience of the RTSs to the respective listeners in
terms of content, time, and mode of transmission. The findings are presented as follows.
Table 7: Convenience of RTSs
Items Phase I Phase II
Strong
ly
agree
Agre
e
Neithe
r agree
or
disagr
ee
Disagr
ee
Strong
ly
disagr
ee
Strong
ly
agree
Agre
e
Neithe
r agree
or
disagr
ee
Disagr
ee
Strong
ly
disagr
ee
Contents are
relevant and
appropriate
49.7% 47.9
%
2.4% 0.0% 0.0% 34.0% 63.7
%
1.9% 0.4% 0.0%
Date of
transmission
is convenient
45.6% 46.2
%
5.9% 1.8% 0.0% 27.2% 59.9
%
5.7% 7.0% 0.2%
Time of
transmission
is convenient
39.1% 45.0
%
5.9% 5.3% 4.1% 22.7% 57.3
%
6.2% 13.4% 0.2%
The RTS has
been
transmitted
in a radio
station that is
highly
preferred.
39.1% 47.3
%
9.5% 2.4% 0.0% 27.0% 64.3
%
4.2% 3.8% 0.2%
Language
spoken by
actors /
presenters is
culturally
congruent
and
understanda
ble.
43.8% 49.7
%
2.4% 2.4% 1.2% 22.5% 62.2
%
4.2% 8.7% 2.1%
Actors/
presenters
have good
artistic skills
required.
43.2% 54.4
%
1.8% 0.6% 0.0% 28.7% 66.2
%
3.2% 1.5% 0.4%
In both phases, the majority of the responses were “Strongly Agreed” or “Agreed” on all listed
items. Thus, it was found that the RTSs contents are relevant and appropriate, as reported by
97.6% of Phase I listeners and 97.7% of Phase II listeners, and that the date of transmission is
convenient, as confirmed by the sum of 91.8% of Phase I listeners and 87.1% of Phase II
listeners. The time of transmission is convenient among 90.6% of the respondents in Phase I
and 80% of participants in Phase II. Regarding the convenience of stations/channels of
Page 11 of 22
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
transmission where RTSs are broadcasted, a significant majority (86.4% of Phase I and 91.3%
of Phase II) confirm that it is convenient and suitable. Likewise, the language spoken by RTS
actors/presenters was found to be culturally congruent and understandable, as reported by
93.5% of Phase I and 84.8% of Phase II. Finally, it was found that RTS actors/presenters have
good artistic skills required of them. This was confirmed by 97.6% of Phase I and 94.9% of
Phase II listeners.
Awareness of the Contents of the RTSs
Table 8: Overall Focus of the RTSs
What is the
overall focus
of the RTS?
Phase I Phase II
Ofiishi
if
Yalalek
e Guzo
Mano Himilo Over
all
Ofiishi
if
Yalalek
e Guzo
Mano Himilo Over
all
Ending Child
Marriage
100.0
%
100.0% 97.7% 100.0
%
99.4% 99.5% 77.8% 89.7% 96.0% 91.7%
Ending
FGM/C
96.9% 100.0% 100.0
%
100.0
%
98.8% 99.5% 100.0% 95.4% 98.7% 98.7%
Gender
Equality and
Women
Empowerme
nt
55.4% 29.2% 0.0% 56.8% 37.9% 71.9% 6.0% 20.7% 68.0% 45.4%
Total 84.10
%
76.40
%
65.90
%
85.60
%
78.70
%
90.30
%
61.27
%
68.60
%
87.57
%
78.60
%
In both phases of the AMS project, across all target locations, listeners mentioned ending FGM,
ending child marriage, and gender equality and women’s empowerment as the major focus of
the program. Thus, better awareness and knowledge of listeners about the major focus and
objectives of the RTSs was evident. Specifically, in Phase I of the AMS, almost all listeners were
able to mention ending child marriage and ending FGM as a major focus of respective RTSs.
However, gender equality and women empowerment have been underreported (37.9%).
Overall, about 78.8% of listeners were able to report the three focus areas of the RTS programs.
Himilo (85.6%) and Ofiishiif (84.1%) listeners had better awareness as compared to Yalaleke
Guzo (76.4%) and Mano (65.9%) listeners. During Phase II, an almost equal level of overall
awareness has been found, 78.6% of listeners reported correctly. Listeners had better
awareness about ending child marriage, as reported by 98.7% of the listeners. Compared to
Phase I, gender equality and women empowerment issue was reported better during Phase II
(37.9% in Phase I vs. 45.4% in Phase II). Similar to Phase I, Ofiishiif (90.3%) and Himilo
(87.57%) listeners had better awareness levels while Yalaleke Guzo (76.4%) listeners had the
least awareness level. Furthermore, participants were also asked to list specific issues covered
by the RTSs, and the finding is documented in the table below.
List of Issues Covered in the LTS:
Participants were asked about which program they most recalled listening to often in the RTSs
and the findings in Table 8 were given. Child marriage (CM) and its impacts, FGM and its
impacts, Women's access to social services, Gender equality issues, and “Legal action on FGM
and CM were the top four issues that were recalled by respondents across both phases of the
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project. In both rounds “FGM and its impacts” got the highest level of the report (91.1% in Phase
I and 97.2% in Phase II), followed by CM and its impacts (88.2% in Phase I and 84.5% in Phase
II). Overall, the awareness level of listeners contacted during Phase II of the AMS was found to
be higher in almost all issues presented.
Likewise, participants were asked about which issues or broadcasting programs they believe
are most popular within the community because of the RTS broadcastings. Thus, in Phase I, “CM
and its impacts”, “FGM and its impacts”, “Gender Equality”, “Women’s access to social services”,
and “Legal action on FGM and CM” were the top five issues most popular among the
listeners/community. Especially, the first two were most popular among the
listeners/community, with 85.2% and 82.2% reports for “FGM and its impacts” and “CM and its
impacts” respectively. Issues such as “Reporting FGM and CM cases” and “The role of
community agents in fighting FGM and CM” was reported to have no popularity at all, while the
majority of the issues entertained in the RTS got the approval of less than 5% of the total
listeners participated in Phase I of the AMS project. In Phase II, the highest popularity was
reported “FGM and its impacts” issue, with confirmation given from 95.8% of listeners. Next
was “CM and its impacts,” which was reported by 85.1% of the listeners. “Women’s access to
social services” (38.4%), “Gender Equality” (35.3%), and “Legal action on FGM and CM” (16.8%)
were also issues popular among the listeners/community. A thoughtful look into each overall
score can help us understand that Phase II fetches better popularity over RTS programs than
Phase I. Only three issues have got the approval of below 5% of RTS listeners. What is more, the
study also found that the awareness of these issues as drawn from RTS was found to create a
better understanding of the risks of FGM and CM among listeners compared to their non- listener counterparts.
Table 9: Awareness of Issues Covered by RTSs
List of Issues
Covered by
RTSs
Phase I Phase II
Ofiishiif Yalaleke
Guzo N=
24
Mano
N= 43
Himilo
N= 37
Over
all N =
169
Ofiishiif N=
192
Yalaleke
Guzo N=
117
Mano
N= 87
Himilo
N= 75
Over
all
N= 65 N = 471
CM and its
impacts
96.90% 87.50% 72.10% 91.90% 88.20% 95.80% 71.80% 87.40% 72.00% 84.50%
FGM and its
impacts
89.20% 100.00% 88.40% 91.90% 91.10% 98.40% 100.00% 89.70% 98.70% 97.20%
Women’s
access to social
services
30.80% 8.30% 4.70% 18.90% 18.30% 67.20% 4.30% 23.00% 50.70% 40.80%
Gender Equality 53.80% 8.30% 14.00% 48.60% 36.10% 49.50% 10.30% 26.40% 52.00% 35.90%
Legal action on
FGM and CM
15.40% 50.00% 51.20% 18.90% 30.20% 31.80% 4.30% 18.40% 29.30% 22.10%
Role of religion
on fighting FGM
and CM
6.20% 8.30% 23.30% 10.80% 11.80% 34.90% 1.70% 24.10% 18.70% 22.10%
Perspectives of
Men and Boys
in ending FGM
and CM
3.10% 16.70% 18.60% 8.10% 10.10% 31.80% 0.00% 19.50% 8.00% 17.80%
Role of teachers
in ending FGM
and CM
6.20% 4.20% 11.60% 5.40% 7.10% 20.80% 6.80% 17.20% 9.30% 14.90%
Page 13 of 22
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
The role of
School clubs in
ending FGM
and CM
1.50% 4.20% 2.30% 2.70% 2.40% 22.40% 5.10% 8.00% 9.30% 13.40%
The role of clan
leaders on
fighting FGM
and CM
0.00% 4.20% 4.70% 5.40% 3.00% 22.40% 0.00% 8.00% 10.70% 12.30%
Reporting FGM
and CM cases
1.50% 0.00% 0.00% 5.40% 1.80% 18.80% 2.60% 0.00% 8.00% 9.60%
The role of
community
agents in
fighting FGM
and CM
3.10% 4.20% 0.00% 8.10% 3.60% 14.60% 0.00% 2.30% 13.30% 8.50%
Drivers of FGM
and CM
3.10% 25.00% 2.30% 2.70% 5.90% 9.90% 6.00% 4.60% 2.70% 6.80%
Regional trends
in the rate of
FGM and CM
0.00% 0.00% 0.00% 8.10% 1.80% 7.80% 0.00% 2.30% 9.30% 5.10%
Empowering
adolescent girls
to prevent
FGM/M and CM
0.00% 4.20% 0.00% 2.70% 1.20% 9.40% 0.00% 4.60% 6.70% 5.70%
Increasing the
girl-friendliness
and
responsiveness
of services
0.00% 4.20% 0.00% 8.10% 2.40% 9.40% 0.00% 2.30% 5.30% 5.10%
Supporting girls
education
0.00% 12.50% 0.00% 8.10% 3.60% 6.80% 12.00% 4.60% 16.00% 9.10%
The Extent to Which the Community Listen to the RTSs:
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
Figure 2: The Extent to Which the Community Listen to the RTSs
Respondents were asked to rate the degree of listenership of the RTSs within the community.
As shown in the figure above, in Phase I, 36.9% of Ofiishiif listeners believed the community
listens to the RTS ``to a moderate extent”. Similarly, the majority of respondents who listen to
Yalaleke Guzo think their community listens to the RTSs “to a moderate extent” (41.7%) and to
a great extent (33.3%). Significant majority of listeners of Mano think their community listens
to the RTSs “to a great extent” (74%). Likewise, majority of respondents who listen to Himilo
believed that their community listens to the RTSs “to a great extent” (52%). Overall, a total of
about 55.6% of the respondents believed that the RTSs are attended well among the
community. Especially, Mano and Himilo were found to have better listenership status in their
respective community. In Phase II, unlike Phase I, Ofiishiif RTS enjoyed the highest listenership
status within the community, where 24% rated “to a very great extent” and 70.8% “to a great
extent.” The next highest listenership was observed among communities targeted by Himilo, as
approved by an overall 66.7% of listeners. The least listenership has been witnessed among
communities targeted by Yalaleke Guzo, where only 24.7% of listeners believed that the RTS is
listened to by the community. Overall, about 64.4% of participants believed that RTSs are well
listened to by their respective communities. Relatively speaking, better communities’
listenership has been reported in Phase II than in Phase I (64.4% vs. 55.6%).
Page 15 of 22
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
Figure 3: Age Groups of the Community who are more interested in the RTSs
Respondents were asked to point out age groups of the community that are more interested in
the RTSs. As shown in the figure above, in Phase I, for Himilo 95% adult women, 95% youth
male, and 89% youth female are the top three age groups of the community that listen to the
show. For Mano, 98% youth female, 95% youth male, and 56% adult women are the top three
age groups of the community that listen to the show. For Yalaleke Guzo, 92% of young females,
50% of adolescent girls, and 42% of adult women are the top three age groups of the community
that listen to the show. For Ofiishiif, 66% youth male and adult women, 55% adult male, are the
top three age groups of the community that listen to the show. Adolescent girls and boys
targeted by Ofiishiif are reported to be listening to the show at a lower extent, as compared to
other groups of listeners.
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
In Phase II, adult women, young females, and young males were the three top age groups
identified as good listeners of the RTS. Adult women were claimed to be active listeners in all
four locations, getting approval from more than 80% of the listening respondents and especially
from Ofiishiif listeners (99%). Except in the Somali region, young females were the second-rated
active listeners of the RTSs. However, in Oromia, the participation of adult men (94.8%) and
young males (90.6%) has been worth noting. Moreover, in communities targeted by Himilo, the
study explored adult men as active listeners, as confirmed by 98.7% of listeners.
Suggestions to Improve the RTSs
Respondents were asked to forward suggestions on how they would like the RTS to be designed
and transmitted. Suggestions were provided in terms of content relevance and
appropriateness, time of transmission, radio station and channel preference, skills, and cultural
congruence of the language spoken by actors, and continuity and sustainability of the RTS.
Findings in Phase I have been different from Phase II and hence coding is categorized in
different ways.
Overall, listeners who participated in Phase I were in favor of the radio talk show broadcast.
They liked the programs to stay as they claimed the contents were relevant, the programmes
were attractive, the date of transmission was adequate, the time of transmission was
appropriate, and the skills and languages spoken by RTS actors were suitable.
However, in terms of content relevance and appropriateness, an increment of coverage was
recommended by Mano listeners, and the addition of rape-related issues and transmission by
local languages by Yalaleke Guzo listeners. The need to have additional days of transmission
was also suggested by participants targeted by Yalaleke Guzo and Mano. Participants from all
sites suggested changing the transmission of RTSs to the night time thinking it is convenient to
listen to the radio as it is claimed to be working off time. Extending the length of transmission
was especially suggested by Yalaleke Guzo and Mano listeners. In terms of skills and cultural
congruence of the language spoken by actors, more than half of the participants targeted by
Yalaleke Guzo highlighted the importance of using local languages for transmitting RTS
programs and recruiting actors with good acting skills.
Finally, in terms of continuity and sustainability of the RTSs, the majority of participants believe
the RTSs are good and suitable and should continue as they are. Especially, the RTSs have been
highly recommended to sustain by Yalaleke Guzo (95.8%) and Mano (90.7%) listeners.
However, participants targeted by Ofiishiif highlighted the importance of having additional days
of transmission while deciding to sustain the RTS programs.
In Phase II, similar questions were presented, and different responses have been established.
As shown in Tables 15 and 16 below, ranges of suggestions have been secured, and most are
very constructive and helpful to improve the RTSs. In terms of content relevance and
appropriateness, a significant majority reported that programmes are exciting and attractive.
This is especially reported by Himilo (100%), Mano (90.8%), and Ofiishiif (90.6%) listeners.
However, slight reservation has been sought among listeners targeted by Yalaleke Guzo, with
the approval of 73.6% of listeners. Yalaleke Guzo listeners need longer transmission time
(11.1%). In Afar, around 6.9% of listeners suggest that the RTS shall resume as before, perhaps
because there is an interruption in the transmission of the RTS in some areas.
Page 17 of 22
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
In terms of date and time of transmission, mixed result has been found. With date, for instance,
almost three-fourths of Ofiishiif (71.9%) and Himilo (77.3%) listeners are happy with the date
of transmission while about half of Yalaleke Guzo listeners are reserved. Ofiishiif and Yalaleke
Guzo listeners suggest the transmission date be on Saturday and Sunday. With the time of
transmission, the majority of RTS listeners were happy with the time of transmission, believing
it was appropriate and interesting. However, it has been suggested that transmission to be in
the morning and evening. However, 25% of Yalaleke Guzo listeners need the time of
transmission to be in the afternoon.
The fourth suggestion was gathered in terms of radio station and channel preference. Some
listeners targeted by Yalaleke Guzo suggest the transmission be done on Debub radio which is
more common to them. Besides, Ofiishiif listeners suggest the need to have the show aired on
more channels.
In terms of skills and cultural congruence of language spoken by actors, all except Yalaleke Guzo
listeners are happy with the culture and language spoken by RTS actors. Yalaleke Guzo listeners
believed that the RTS should be transmitted via the local language, i.e., Hadiya language. Finally,
findings on suggestions in terms of continuity and sustainability of the RTSs fetch positive
results. Listeners believed that the RTS programs should continue as they are, in spite of
acknowledging broadcasting time is short and needs additional time.
DISCUSSIONS
Demographic Factors
The majority of the participants in both phases of the study were recruited from rural locations
although there was an attempt to balance between rural and urban participants. Participants
were predominantly female and had low education attainment. As already established in the
literatures [8], being a rural dweller and having low education are drivers for the practice of
FGM and CM hence the reason why prevalence was high among the targeted study areas.
Access and Awareness on RTS
Feature phones are the most accessed media infrastructure from which the RTS can be listened.
There is lower access to other media infrastructure including working television, working
radio, or a Smartphone. This positions the feature phones as the readily accessible media
through which the shows are listened to compared to the other forms of media. The low
education and rural dwellers could be the explanation for this variation in media access as
people with these characteristics have a lower economic means or will to acquire the lowly
accessed media infrastructure (working television, working radio, or a Smartphone) [10]
compared to a feature phone which is considered cheaper to the former. However, as times go
by and as people’s awareness about the media grows and their economic status changes or the
gadgets become cheaper, adoption of the lowly accessed media is expected to grow which is
evidenced in the findings from Phase II.
Concerning the awareness of RTSs, only a third of the people in the selected regions were
aware of RTS during the first phase of the study. This is a low number that requires that the
barriers to access to RTS be overcome to enhance awareness and reach. However, during the
second phase of the study, it was revealed that over 80% of the people in the selected regions
were aware of the RTSs, an indication of growth. Perhaps during the second phase, the short-
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term barriers had been dealt with paving the way for increased awareness. The common ones
among participants in the selected regions are Ofiishiif for Oromia, Yalaleke Guzo for SNNP
(Sidama), Mano for Afar, and Himilo for Somali. Program awareness is high for Mano compared
to the rest of the programs.
Although lack of access to radio and phone were some of the deterrents to hearing RTSs
(already explained in the previous paragraphs), lack of time to listen to the talk shows was the
second main reason for not listening to the shows as well as lack of electricity which was the
other factor that deters hearing RTS among the targeted people. Inadequate time to listen to
the shows is indicated by the rural culture which is often labor-intensive denying subjects the
time to go find a radio somewhere where they can listen to the shows. Lack of electricity
constrains the powering of radios [11] and could be one of the reasons some people have not
thought of accessing this medium of communication. These findings are in tandem with those
submitted by Mtega [12].
Phase I findings revealed that the majority of those who had heard about RTS were listening to
the programs. Thus, awareness was directly associated with interest or consumption [13]. This
offers the encouragement that stakeholders must continue promoting the creation of
awareness and eradication of barriers to awareness as one of the determinants of consumption
(listening). Ofiishiif and Mano are popular shows listened to by people. Yalaleke Guzo and
Himilo, which are the least listened-to shows, should be promoted to enhance their popularity.
Degree of Listenership
The majority of listeners listened to RTSs ‘sometimes’ indicating that people of the select region
who could access the RTSs had not made it a priority to listen to the RTS broadcasted to them.
Perhaps the listenership came about by chance. Specifically, Mano and Hamilo were the only
shows listened to ‘very often’ while Ofiishiif and Yalaleke Guzo were listened to sometimes or
rarely respectively. As such, the less often listened-to shows need to be enhanced to make them
an always favorite to listeners. Often listening to content (repetition) enhances memory and
shows the significance of the issues presented to the community [11] hence its effect is greater
than when one listens to it rarely or according to chance.
Listeners of Ofiishiif, Yalaleke Guzo, and Mano listened to the shows with their family members
while a significant number of Himilo listeners listened to the show with their listeners’ group.
As such, family members were an important accompaniment for the listeners either this
occurred by coincidence (the show began when all family members had congregated at home
from farm work or while basking or enjoying their favorite dishes like Injera or tea), or by
design (where parents (who were the main participants in the study) determine that all their
family members should congregate and listen to the shows due to its informative nature).
Listening to the shows with family members is very instrumental in nurturing family culture
towards the issues being spoken in the show and can generate a greater impact [13]. Listening
in the company of family is also preferred than when one listens with friends or alone because
it is easier to influence family members than people you are not related to [14].
Convenience of RTSs
The broadcasted RTS content is relevant and appropriate, is transmitted on a convenient date
and time, and channels/stations, are convenient and suitable, the language used in conveying
Page 19 of 22
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
the content is culturally congruent and understandable and the actors/ presenters have good
artistic skills required of them. Generally, the content and the conduct of the content presenters
were convenient to participants. This portrays a picture of well-researched and presented
content that is appealing and relevant to the issues and needs of the audience. This finding
agrees with Kalangi’s [11] concerning the well-understood language of broadcast, and Mtega
[12] who considers relevant content appealing and convenient to an audience. Additionally,
RTS listeners were found to have a better understanding about the risks of FGM and CM as
compared to their non-listener counterparts indicating the impact of the programs in changing
society just as is submitted in the literature [10, 11, 13].
Awareness of the Contents of the RTSs
Respondents were aware that the content aired in the RTSs in the selected regions concerned
ending FGM, ending child marriage, ending gender inequality, and promoting women’s
empowerment. Respondents were aware of and appreciated this content because it was
relevant to the needs of society as established in the literature [12]. FGM, CM, and gender
equality issues have become central to the discussions on-going in Ethiopia on protecting the
rights of women and children hence the presentation of content focusing on these issues was
of interest to the RTS and caught the attention of many. Additionally, the convenience RTSs
offered to their audience enhanced the said awareness.
The top four issues respondents recalled being covered in the shows include Child marriage
(CM) and its impacts, FGM and its impacts, Women's access to social services, Gender equality
issues, and “Legal action on FGM and CM. Respondent awareness was high in these four issues
which were also the most popular issues in the RTSs perhaps because the issues were central
to national discussions taking place in Ethiopia today [8]. The finding implies that attending to
the RTSs plays a role in enhancing their awareness ofthe issues discussed [10]. The listenership
to RTS across the target regions is well done. This revelation is associated with the convenience
of the content and presenters/actors, the relevance of the issues being discussed and the
popularity of the issues among the communities involved which are determinants to
listenership [15]. Among the active listeners are mature and young people of whom females
dominate the males. This seems to be constructive and promising to achieve the major objective
of the study – changing the knowledge, attitude and behavior of the community towards
eradicating HPs. Women being central to the change aspired, getting their attention and
changing their behavior is decisive [13]. Yet, active participation of adolescents and adult men
is also required.
Suggestions to Improve the RTSs
Although there is convenience in the content relevance and appropriateness and time of
broadcast of the RTS, the study found some recommendations that would make the experience
better and enhance outcomes. The study realized that participants preferred an increment of
coverage in terms of increasing the number of days and times the shows broadcast and
rescheduling the RTS from daytime to night time to allow many people to listen in since at night
many people are not distracted by the day’s chores. In addition, there was a proposal for the
inclusion of ‘rape-related issues and enhanced use of local dialects (in SNNP) as opposed to
national languages in the shows. Having creative and skilled actors/presenters was also an
anticipated improvement. There should be no interruptions in the shows and consistency
should be ensured, the broadcast should also be upgraded to TVs as well for those who can
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appreciate viewership. Summarily these proposed improvements involve a change of timings
to suitable ones, enhancing content to include other HP-affecting children, and enhancing
presentation of the content i.e., by skilled actors and use of TVs. All these are in line with the
factors the literatures mention as drivers of increased listenership or consumption of media
[10, 11, 12, 15].
CONCLUSION
The AMS establishes that there is a low listenership of RTS in the targeted regions (Afar,
Oromia, Somali, and SNNP) although the reception of the shows is good. Four major factors
challenge the listenership/hearing about RTSs—lack of access to a radio, lack of time to listen
to the shows, lack of access to a phone, and lack of access to electricity. Awareness of RTS is
good among the targeted communities although not all people are reached. A significant
number of people who have heard about the RTS were active listeners of the shows. The
majority of people in the selected regions do not listen to RTS often indicating the potential for
improvement. However, the majority of the listeners listen to RTS with their families, an
opportunity for family members to influence each other to create a strong family culture.
Contents broadcast on RTS, time and day of broadcast as well as the presenter/actor and
presentation skills are convenient and enhance the listenership to the shows even though some
adjustments including change of broadcast time from day to night time, enhancing content to
include rape issues, enhanced creativity among presenters and increased length of broadcast
time can lead to greater listenership and impact. The majority of the people targeted are aware
of the content broadcast and like it. The shows, therefore play a role in influencing a culture
aimed to reduce FGM and CM issues among the select regions.
RECOMMENDATIONS
There is a need to form listenership groups through which many people can access RTS. The
government of Ethiopia should seek and/or work with potential donors to subsidize the cost of
radios purchased by residents in the surveyed communities. Other ways of distributing the
content aired in RTS should be devised including the use of school mini media, social media,
and distributing recorded shows through flash disks. In addition to these natural and
traditional sources of information, it is important to enhance the culture of getting information
through other mainstream and social media sources such as TV, Facebook, Telegram, etc. To
this end, public promotion and awareness creation is basic. This will enhance the reach of RTS
hence the impact bearing in mind the finding that RTS listeners were found to have a better
understanding of the risks of FGM and CM compared to their non-listener counterparts.
There is a need to enlarge the scope of topics offered in the RTS to include rape-related issues
as well as sensitize the community and emphasize on focus on other topics like legal action on
FGM and CM, the role of religion on fighting FGM and CM, perspectives of men and boys in
ending FGM and CM, the role of teachers in ending FGM and CM, the role of school clubs in
ending FGM and CM, the role of clan leaders on fighting FGM and CM, reporting FGM and CM
cases, the role of community agents in fighting FGM and CM, drivers of FGM and CM, regional
trends in the rate of FGM and CM, empowering adolescent girls to prevent FGM and CM,
increasing the girl-friendliness and responsiveness of services and supporting girls education
which will contribute to building a greater culture against HP against women and children. The
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Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Role of Audience Monitoring Surveys (AMS) In Strengthening Radio Talk Shows (RTS) By Unicef Ethiopia on Female Genital Mutilation (FGM)
And Child Marriage Programs. Advances in Social Sciences Research Journal, 10(11). 39-60.
URL: http://dx.doi.org/10.14738/assrj.1011.15798
designers of the RTS content should focus on these topics while the radio hosts/presenters
should invest more time in publicizing the said topics.
The broadcast times for RTS should be adjusted to the convenience of listeners (night-time)
and the length of the broadcast extended to cover more topics and content so as to enhance
reach and impact. More males should be encouraged and advised to listen to RTS through
sensitizations and community gatherings to ensure a large number of them are included and
impacted by the shows. This will go a long way in speeding the attainment of an FGM-free and
CM-free society. Listeners of RTSs confirmed that adolescent boys and girls from all locations
are listening to the RTS to a lesser extent, as compared to other age groups. While the issue is
entirely about them, it is discouraging to realize that adolescents are less engaged with the
RTSs. Thus, it is critical to extend the breadth of listenership of RTSs from adults to adolescents
by using schools, Kebeles and Youth Centers as major entry points for change.
References
[1]. UNICEF. “Female Genital Mutilation/ Cutting: A Global Concern.” Unicef.org, 2016,
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[2]. Girls Not Brides Fact Sheet. 2014. www.girlsnotbrides.org/wp-content/uploads/2014/10/GNB-factsheet- on-childmarriage-numbers-Oct-2014.pdf. Accessed 14 May 2020.
[3]. Karumbi, Jamlick, et al. "Exploring the association between FGM/C and early/child marriage: A review of the
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Services for Science and Education – United Kingdom
[13]. Association of Media Women in Kenya (AMWIK). “Using the media to address FGM/C and child marriage:
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