How Is a Radio Programme Encouraging Young People's Engagement with Democratic Processes in Tanzania?

"New research has found that the programme provided valuable information about the elections and voting process, addressed apathy (encouraging many to participate in various stages of the process) and inspired some listeners to maintain peace during the elections."

This research summary from BBC Media Action shares findings of an evaluation of the Niambie (Tell Me) youth-led radio and online discussion programme, which was designed to increase young people’s civic and political engagement in Tanzania, particularly in the run-up to and during the 2015 general election period in Tanzania. The document also offers some lessons for the media and development sectors about the ways in which media platforms can serve young people during critical political moments, such as elections.

BBC Media Action conducted focus group research with young audiences of Niambie in March 2016 to understand their views on the programme’s role in encouraging youth participation in the elections. Three in-depth interviews were also held with partner station staff that BBC Media Action had trained.

The key findings outlined in the document are as follows:

• Niambie was perceived to have provided valuable voter information and encouraged young people to register to vote and critically consider candidates’ and parties’ policies and programmes prior to voting.
• Niambie addressed apathy among some listeners, motivating them to participate in various stages of the election process.
• Niambie encouraged young listeners to maintain peace and provided advice on how to do so throughout the election period (especially during and after voting). Listeners recalled the programme, reiterating they stay away or depart from polling venues after casting their votes and avoid wearing clothes or colours that show affiliation with a certain party to prevent stirring strife.
• The programme was also valued for its impartiality. Listeners said Niambie maintained an impartial stance throughout the elections, enabling trust in its content and distinguishing it from other programmes.
• Training provided by BBC Media Action to its three partner stations was reported by journalists to have improved the quality of the programming they provided during the elections, as well as their general journalistic skills. Trainees particularly found the editorial values training useful and applicable to their election-related work.
• Unlike their counterparts in the Mainland, young listeners in Zanzibar experienced an election re-run in March 2016 after the Zanzibar Electoral Commission annulled the results of the October 2015 election. While many noted Niambie’s strength in providing voter information and education, others felt the programme left them behind during the re-run, as its coverage centred on other post-election issues.

The following are listed as lessons for the media and development sectors:

• Social and political content can be effectively combined with popular music and entertainment. Niambie listeners found this engaging and recognised that the programme was “for them”. It provided a platform for their voices to be heard on nationally relevant discussions.
• Dynamic radio programmes can engage young people in "serious" topics such as the importance of voting. Niambie’s youth-led format and its impartial stance engaged listeners in topics that mattered to them. Listeners recognised and acknowledged the voices of both male and female presenters of the programme as one of theirs. In addition to being motivated by them to take part in democratic processes in a constructive way, they reporting being inspired to aspire to similar positions of responsibility.
• Partnerships are beneficial. Local media partners found their collaboration with Niambie beneficial and the training received from BBC Media Action applicable to their work during the elections. Beneficiaries reported that the training improved their editorial standards and allowed them to provide accurate and balanced information that met audience needs during the elections. These improved standards were noted by young listeners of Niambie and of the local programmes BBC Media Action’s partners broadcast.

See Related Summaries below for more information about the Niambie project, as well as a brief report on the formative and baseline research that was conducted to inform the project.