RadioActive! The Story of Interactive Radio in Africa

"Through interactive shows, radio stations across the continent are involving people in exciting discussions that matter to them."

This illustrated guide shares insights from research on interactive radio in Africa. Developed in collaboration with Africa’s Voices, the guide is based on findings from the Politics and Interactive Media in Africa research project (led by the University of Cambridge’s Centre of Governance and Human Rights). It was created in partnership with the Internews Center for Innovation and Learning, the University of Nairobi, and the University of Zambia.

The publication offers insights into what interactive radio is. It explains that interactive radio in Africa often includes SMS texts and social media, both of which have benefits and drawbacks. For example, SMS enables large numbers of contributors, captures patterns in opinions, and allows for anonymous participation, but on the other hand is a one-way, impersonal message. Interactive radio is also about giving people a public voice, and is often used to hold leaders and service providers accountable and to stimulate more inclusive governance. The guide goes on to outline how interactive radio contributes to learning about diverse issues, while being very entertaining at the same time. "People enjoy that interactive radio is like an unpredictable drama, complete with characters, controversy, and emotion. The main entertainer is the host, who keeps the show lively and highly engaging."

The guide also points out that interactive radio is live, which can present challenges. For example, some callers can dominate the discussion, or participants can contribute boring, inappropriate, or even hateful dialogue. It can also pose technical challenges such as poor connections, which can disrupt the flow of the show. However, it is noted that all of these and other challenges can be managed for entertaining and successful shows.

Another challenge is that callers can tend to be dominated by people who are more affluent, educated, articulate, and younger than the general audience of the show, and presenters need to think about ways to be more inclusive. However, the guide makes the point that "even though they aren’t representative, interactive shows are unique spaces for the public to have influence."

The guide concludes that despite some challenges, the public, government, non-governmental organisations and the media can all benefit from interactive radio.

Click here to view the illustrated guide as a series of slides.