Deepening Participation and Improving Aid Effectiveness through Media and ICTs: A Practical Manual Translating Lessons Learned into Daily Practice

After more than ten years of support in the realm of Information and Communication Technologies (ICTs) for Development, the Swiss Agency for Development and Cooperation (SDC) has looked back to review project reports, studies, and evaluations to distil lessons learned. This operational manual, conceptualised as a SDC working paper, summarises these findings and makes suggestions on how ICTs and media should be used, in combination, both in classical development programmes (health, rural development, and climate change), and for enhancing governance and accountability.

Taking the various types of media available, including both ICTs and traditional formats such as radio, television, and print media, the paper outlines strengths and weaknesses with respect to access and usage. Mobile telephony has shown great growth in developing regions. Significantly, "many mobiles have a widely used radio application, breaking the longstanding monopoly of the (male) household head in owning a radio set". Internet access, while increasing, is still low throughout developing countries and is not necessarily considered suitable for the [economically] poor due to high access costs and a "fair degree of (mostly English) literacy and information competencies".  As such, internet and personal computer (PC) resources are more appropriate for the urban elite, non-governmental organisations (NGOs), and other intermediaries to the economically poor and marginalised.

According to the authors, radio is still the most important medium to reach large segments of populations, especially in rural areas, and to reach more people living in poverty or otherwise marginalised conditions. Low cost, the ability to be received regardless of literacy or education level, and communication relevant to local concerns, makes radio the most appropriate media channel. This communication link can be further strengthened when combined with increasing access to mobile services.

This combination of 'modern ICTs' and 'old media' is described in this paper as most effective to provide advantages to foster interactivity and participation for targeted focus groups.  For example, "phone-in" radio programming, including the use of text messaging, has been shown to be a popular radio format in Africa. The radio enhances public discussion based on popular feedback and the airing of views of various groups.

Based on their studies, the authors provide recommendations for organisations in their programme development.  ICTs and traditional media are no longer considered to be separate, contrasting toolboxes, but rather different instruments within the same toolkit that can be used to address a variety of purposes and focus groups.  Further, these tools, in combination, can be especially effective. The main enabling factors for effectiveness in ICT and media support include: the direct influence of relativity to the audience and support from personal, peer, or community participation; the need to be embedded in comprehensive social change and action programmes rather than reliance on the technology alone; and the need for trust to achieve effects, requiring independent media and ICTs.

Included in the document are examples of opportunities for using ICT and media for objectives in development sectors and in voice, participation, and accountability programmes. A few such examples are:

• Exchange and networking of journalists with medical staff/scientists.
• Price information via mobile to small farmers. 
• Environmental programmes on radio or TV: raising awareness in different strata of society.
• Contributions to business and finance TV or radio programmes: call-­ins, experts, discussion.
• Support for media education (capability to use media) especially for the economically poor and disadvantaged.
• Capacity building for poor and marginalised to gain capability to use all media channels.
• Support to info-­intermediaries (infrastructure, training, etc.) to make sure that all strata of society are well-informed.
• Structured feedback mechanism from audience to mass media (phone hotlines; audience reaction programmes).