Assessing the role of community radio in promoting sustainable agricultural practices in rural communities: a case study of Mbabule FM 101.1

Abstract

Sustainable farming and livestock practices depend on timely and trusted information, yet agricultural extension services in Uganda are stretched. This study assessed the role of community radio in promoting sustainable agricultural practices in rural communities, using 101.1 Mbabule FM in Sembabule District as a case study. It sought to identify the agricultural and agribusiness programs broadcast by the station, determine how easily farmers and herders access and engage with them, and evaluate whether listening encourages the adoption of sustainable farming and livestock practices. A descriptive qualitative case study design was used, and data were collected through in-depth interviews with 35 purposively selected participants, namely 27 farmers and herders from six sub-counties and eight key informants from the station’s staff, and were analysed thematically. The station broadcast five programs covering livestock, agronomy, live clinics, market information and field-based content, built around the seasons and supported by district officers. Listening was easy for most participants because of low-cost radios, a clear signal and local-language delivery, although valley dead zones, battery costs and a dry-season clash with herding excluded some. Engagement was narrower than listening, constrained by congested phone lines, airtime costs and weak networks, and lowest among women, older farmers and poorer households. Listening encouraged the adoption of livestock health, pasture, soil and water, and post-harvest practices, most strongly where advice was specific, demonstrated by a neighbour or expert, and affordable, while cost, labour, water, insecure land tenure, the credibility of advertising and poor fit with local conditions limited adoption. It was therefore concluded that 101.1 Mbabule FM was an effective channel for creating awareness of sustainable practices and persuading farmers to try them, but that its influence on adoption depended on resources and partnerships beyond the station. It was recommended that the station widen its participation channels and add content for pig and poultry keepers and young people, that district authorities and partners follow broadcasts with demonstrations, listening groups and support for water, labour and land security, and that policymakers support a signal booster and solar radios for off-grid households