Community Radio and Social Change: An Impact Evaluation in Bali, Indonesia

Published by Health Communication Resources (HCR), this report details an impact evaluation of a 3-year project centred on a community-oriented radio station in Bali, Indonesia. In short, HCR found that Heartline Bali FM contributed to building social and human capital in a Balinese village through integrated on-air programmes and off-air activities. The project, which began in 2004 following a needs assessment *, was evaluated in October 2007.

Over a 4 week period, 74 people were interviewed through a combination of semi-structured interviews and nominal group process groups. The Most Significant Change (MSC) technique was selected to maximise participation of community members to ensure that community development principles of participation were extended from the project into the evaluation design. Community stories about significant changes within the community can be explored using the MSC technique.

HCR shares this illustration of the effectiveness of this technique: When a community member was approached by the researcher, he immediately became defensive and declined an interview, saying: "No, no, do not interview me, I do not speak English. I am stupid." The community member believed he needed to speak English to be involved in the research. However, according to the researcher, the MSC method broke down this barrier with a simple process consisting of a few specific questions. The man who initially declined to participate because he felt unworthy provided what HCR describes as "considerable information about his situation as well as his view on the community". He left the interaction feeling that he could be involved in research in an important way. From the researcher's perspective, this is the essence of empowerment and it was facilitated by the MSC technique. The approach encouraged participation as community members shared their personal stories of change within the community brought about by the community-oriented radio project.

In addition, HCR strengthened the MSC technique by bolstering it with a set of indicators designed to measure community empowerment as a result of community radio interventions. These indicators covered areas of programming, community integration, audience interaction, and station management. Researchers contend that the community radio indicators proved an effective strategy for triangulation.

Respondents said the radio station had made the most significant change within the community by the integration of the community development approach between on-air and off-air programming. Strategies and activities were diverse, but were all genuinely aimed at improving the quality of life of the community. Activities included "fun days" involving community events, a village library for children, an intensive nutrition campaign, free medical clinics, and health community service announcements (CSAs). In addition, the station supported the many village religious and cultural ceremonies.

Evaluators found that an income generating project started by the radio station had brought about change within the village. The "pig project" loaned piglets and pig pens to vulnerable families. When the matured piglet breeds, the resulting litters were used as a source of income for the families. Recipients of a pig were required to give back 2 piglets to the radio station. These were then passed on to other vulnerable families, essentially making the programme sustainable. One recipient went on to generate approximately 417,000 Rupiah a month, in a community in which most people had a monthly income of less than 500,000 Rupiah (about AUD$2 a day in June 2008). Recipients had used the income to provide basic needs and medicine for their families, and to send their children to school.

Whilst others said they had not seen any significant change in the community, they did say they were aware of the radio station and its community-oriented activities. In itself this was significant change, HCR researchers explain, because very few people were aware of the radio station at the beginning of the project, and many who were aware of the station were indifferent to its value to the community.

In 2004, a baseline study found that the few community members who knew the radio station was located in their village felt it contributed little to their economy and culture. In addition, the dominant Hindu community reportedly resented the presence of mostly-Christian radio staff in the village. Change in the intervening years has been brought about by training and employing local people as station staff. These trained "community reporters" were assigned to record interviews with local personalities in regularly programmed features. They also ensured that the programming was community-relevant addressing community issues.

The present evaluation found that community members now believe that the radio station contributes to the community in positive ways. The community maintains a sense of ownership towards the community radio project - what HCR deems a key component of community development. In short, the evaluation found the most significant change was that the community was now proud that the radio station was in their community and that they could participate in programming and activities.

Editor's Notes:

1. * HCR suggests the following relevant needs assessment publications:
   
   • Pepall E., Earnest J., and James R. 2006. "Understanding Community Perceptions of Health and Social Needs in a Rural Balinese Village: Results of a Rapid Participatory Appraisal", Health Promotion International, 22: 1, 44-52.
   • Pepall E., James R., and Earnest J. 2006. "Guidelines for Conducting Rapid Participatory Appraisals of Community Health Needs in Developing Countries", Asia-Pacific Journal of Public Health, 18:2.
2. Another version of this paper was published in Rural and Remote Health on February 28 2011: "Health Promoting Community Radio in Rural Bali: An Impact Evaluation" [PDF], by Ross James, Dane Waters, and Jill Darby.