Assessing the role of communication in tackling poverty and hunger in Zambia: A case of Mackenzie, Nkwazi and Twapia Townships of Ndola
Date
2016
Authors
Nakazwe, Beatrice
Journal Title
Journal ISSN
Volume Title
Publisher
University of Zambia
Abstract
The role of communication in highlighting poverty challenges and how they can be
encountered has wider benefits for society and thus cannot be overemphasized. There
is therefore need for policy actors to recognize and support the potential contribution
of mass media in poverty alleviation strategies in low-income countries including
Zambia.With effective communication from government and development agencies
to beneficiaries in underprivileged communities, poverty can be reduced to minimum
levels. Povertylevels in the Twapia,Nkwazi and Mackenzie Townships are still high
despite efforts from various organisations. It appears , the messages generated by the
agencies and the channels utilized for disseminating these same messages lack in
some ways and therefore fail to impact positively on the intended audience i.e.
community members in the selected townships. This research seeks to appraise the
strengths and challenges of Development agencies’communication strategies for
poverty reduction.
This study aimed to assess how communication strategies by the government and
various stakeholders enable the tackling of poverty in Zambia.This study was
descriptive and involved assessing how communication methods are used in tackling
poverty in selected underprivileged townships of Ndola. Data was obtained from
both primary and secondary sources. The study utilized both qualitative and
quantitative methods such as interviews, focus group discussions and questionnaires.
The findings reveal that the sources of information are mainly formulated by the
government through its communication policies/strategies to alleviate poverty. The
projects and programs that are meant to alleviate poverty in Zambia, however do not
have much impact on the people living in abject poverty. Conversely, most of the
people that benefit from such programs are those that are close to the community
leadership such as councillors, chairpersons and treasures among others. The
messages by stakeholders are hinged on sustainable development of poor
communitiesbut not as effective as they should have been due to the fact that the
sources and channels, of these messages are formulated by people who don’t really
feel the impact on the ground.
In conclusion, this study has shown that projects and programs meant to alleviate
poverty do not normally reach the desired targets, partly due to lack of proper
communication strategies.
Description
Master of Communication for Development
Keywords
Poverty alleviation-Ndola,Zambia , Poverty eradication-Ndola,Zambia