The role of the private media in the provision of development information to people in Lusaka, Zambia

Abstract

The private media can contribute immensely to meeting the development information needs of any nation by providing the much needed information for development. While a number of studies have examined the relationship between media and development, few have investigated the link between the private media and development information. Information is essential as it ensures that citizens make responsible, informed choices rather than acting out of ignorance or misinformation. Information serves a “checking function” by ensuring that activities taking place carry the wishes of the majority in the nation. The media whether public or private have the potential to provide that access. The purpose of this study was to investigate whether private media provided development information to people in Lusaka, Zambia. Seventeen private media institutions participated in the study. These included print, online and broadcast private media. The results are reported and include the participants’ types of development information they provide; format and language in which they provide development information; target group for development information; the times development information is presented; and policy for the provision of development information.