International feminist NGO cites radio, cellphone
as most effective communication tools for grassroots women

International feminist organisation, Isis International cites radio and cellular phone as the most effective communication tools for grassroots women in a recent study in the Philippines, conducted among the non-government organisations working with poor women in the rural and urban areas.

Former Sen. Leticia Ramos-Shahani, Isis International Board of Trustees member, presents the study to the media, calling on both the government and civil society to strengthen grassroots women’s participation in defining the nation’s recourse amidst the growing political crisis besetting the country today.

Radio was ranked as the most effective communication tool with 59 percent of the respondents of the study citing its interactive nature and wide-reaching coverage as the reasons why it was used by women in the communities.

“Community women easily access the radio, listen to it, and actively take part in the discussion by sending through the SMS text their reactions, questions or comments. The challenge now lies on the government, to heed the call of the people and strengthen democracy in this challenging political environment,” said Shahani.

Cellular phone was cited as the second of the most effective communication tool with 49 percent of the respondents citing this as an effective tool because it sends messages quickly, elicits immediate replies, and is ultimately cheaper on the pocket. Film or video and TV follow both at 29 percent.

The study, People’s Communications for Development (PC4D) was conducted in the Philippines, Thailand, India, Papua New Guinea and Fiji from 2005 to 2007. The study in the Philippines covered Key Informant Interviews and Focus Group Discussions with members of twenty organizations from the National Capital Region, Luzon, Visayas and Mindanao.

Radio is a communication tool found in many community households. Not surprisingly, the cellular phone appears to be the most accessible to grassroots women according to 71 percent of the respondents.

“The cellular phone is one of the most visible new Information Communication Technology (ICT) in contemporary Filipino life, with many people owning one or at least having access to one. A cursory glance at the local setting would reveal that cellular phones have become a staple among Filipinos, male or female, young or old, rich or poor. The reality is that it is much easier, cheaper and faster to acquire a cellular phone than a landline phone in the Philippines,” said Shahani.

The internet appears to be the least accessible tool to women and to grassroots communities in general, according to 76 percent of the respondents.

“The introduction of ICTs, like in the case of National Broadband Network (NBN) is based on the notion that these will lead to empowerment and development for all. This ICT-centric development is the reason that we are interrogating this framework to determine the most effective communication tools used by intermediary groups to reach grassroots women,” said Shahani.

The computer and internet were considered as least effective communication tools, according to 28 percent of the respondents. The computer and the internet were perceived as least effective due to its high cost and lack of electricity in some areas. This low access leads to low literacy on computers.

“That the computer is not a necessity among the grassroots is an understatement, especially since the disadvantaged communities still struggle for their basic needs. They do not see the urgency and lack the interest because it is not relevant to their livelihood especially since most of them are into laundry and manicure services or selling wares around the neighborhood,” said Shahani.

The visual appeal of films/ videos and TV makes these effective among grassroots women. The respondents observe that the grassroots women recall scenes from what they have seen on television rather than what they have heard on radio. They credit TV for eliciting emotional participation yet they observe that people are now patronising new shows that provide legal advice. This makes the medium informative and empowering for women as well.

Isis International, a women’s communication and information NGO, launches the book containing the results of the study today, coinciding with the celebration of the International Women’s Month in March. The book is available in Bahay ni Isis, 3 Marunong St., Barangay Central, Quezon City.

People's Communications for Development - Empowering Women on the Ground Radio Feature Philippines