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Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa
Communication for Development (C4D) appeared after World War 2 and has since become a key approach to achieving sustainable and democratic development, especially in the Global South. It borrows from behaviour economics and psychology, focusing mostly on behaviour change outcomes. While it has been...
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| Format: | Thesis |
| Language: | English |
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Graduate School of Business (GSB)
2023
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| _version_ | 1867613728035307521 |
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| access_status_str | Open Access |
| author | Petit-Perrot, Clémence |
| author2 | Nilsson, Warren |
| author_browse | Nilsson, Warren Petit-Perrot, Clémence |
| author_facet | Nilsson, Warren Petit-Perrot, Clémence |
| author_sort | Petit-Perrot, Clémence |
| collection | Thesis |
| description | Communication for Development (C4D) appeared after World War 2 and has since become a key approach to achieving sustainable and democratic development, especially in the Global South. It borrows from behaviour economics and psychology, focusing mostly on behaviour change outcomes. While it has been effective in public health campaigns, it consistently fails at addressing more complex issues, or “wicked problems”, like as climate change. Inspired by agentic perspectives in development studies and the potential of radio as a critical thinking development, dialogue, and mobilisation tool, I wondered what the potential of communication for social change to activate agency in the face of wicked problems could be. I thus decided to explore the potential of media, and community-based radio projects to address wicked problems and catalyse agency. I studied the impact of a youth-led sustainable living radio campaign and its impact on its producers and listeners in three communities in South Africa to understand to what extent engagement with the campaign manifested agency within its producers and listeners. In the face of wicked environmental issues, collective agency emerged as the only potentially effective power to mobilise. I concluded that more participatory approaches are needed when designing and implementing communication for social change campaigns and recommend that agency be reconsidered as a practical and achievable short-term outcome with potential exponential impact, rather than the abstract long-term goal it's often envisioned as. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/37754 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:40:45.395Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Graduate School of Business (GSB) |
| publisherStr | Graduate School of Business (GSB) |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/37754 Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa Petit-Perrot, Clémence Nilsson, Warren Inclusive Innovation Communication for Development (C4D) appeared after World War 2 and has since become a key approach to achieving sustainable and democratic development, especially in the Global South. It borrows from behaviour economics and psychology, focusing mostly on behaviour change outcomes. While it has been effective in public health campaigns, it consistently fails at addressing more complex issues, or “wicked problems”, like as climate change. Inspired by agentic perspectives in development studies and the potential of radio as a critical thinking development, dialogue, and mobilisation tool, I wondered what the potential of communication for social change to activate agency in the face of wicked problems could be. I thus decided to explore the potential of media, and community-based radio projects to address wicked problems and catalyse agency. I studied the impact of a youth-led sustainable living radio campaign and its impact on its producers and listeners in three communities in South Africa to understand to what extent engagement with the campaign manifested agency within its producers and listeners. In the face of wicked environmental issues, collective agency emerged as the only potentially effective power to mobilise. I concluded that more participatory approaches are needed when designing and implementing communication for social change campaigns and recommend that agency be reconsidered as a practical and achievable short-term outcome with potential exponential impact, rather than the abstract long-term goal it's often envisioned as. 2023-04-18T08:07:46Z 2023-04-18T08:07:46Z 2022 2023-04-14T09:28:39Z Master Thesis Masters MPhil http://hdl.handle.net/11427/37754 eng application/pdf Graduate School of Business (GSB) Faculty of Commerce |
| spellingShingle | Inclusive Innovation Petit-Perrot, Clémence Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa |
| thesis_degree_str | Master's |
| title | Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa |
| title_full | Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa |
| title_fullStr | Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa |
| title_full_unstemmed | Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa |
| title_short | Radio Power: An exploration of agency for the participants of a climate change communication campaign in South Africa |
| title_sort | radio power an exploration of agency for the participants of a climate change communication campaign in south africa |
| topic | Inclusive Innovation |
| url | http://hdl.handle.net/11427/37754 |
| work_keys_str_mv | AT petitperrotclemence radiopoweranexplorationofagencyfortheparticipantsofaclimatechangecommunicationcampaigninsouthafrica |