School of Business Studies

Evaluating the impact of the mainstream media (ZNBC Radio

1) in creating awareness on the causes of early marriages. Case
study of Nyimba District

Student number: 202260042

i
Supervisor: Mr. Felix Kunda

May, 2024

COPYRIGHT

@2024 Agatha Mali. All rights reserved. No part of this document may be reproduced or
transmitted in any other form or any means without prior written permission from the Author.

ii
 DECLARATION
I, Agatha Mali, declare that this research represents my work and has not been previously
submitted for a degree at this or any other University. All the work of other persons and
literature used in this research has been duly acknowledged.

Signed: Date: 7th June 2024.

Supervisor: Mr. Felix Kunda signed …………… Date: 7th June 2024

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 ACKNOWLEDGEMENT

I would like to thank God the Almighty for the strength and the good health He accorded me
during the period of developing this research project

I thank Mr Kunda Felix my supervisor for his patience during my research proposal
development and compilation of this report. Sir, I cannot thank you enough. You have been
of so much help, God bless you.

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 DEDICATION
This scholarly work is dedicated to my parents, Mr. and Mrs. Christopher Mali, whose
teachings instilled in me the value of education and a relentless quest for knowledge and
understanding. Their unwavering encouragement and love, always believing in my potential,
have been my greatest support.

To my husband Kwenda Paipi and son, Kwenda E. Paipi, for giving me the strength and
courage to persevere.

Lastly, to the pursuit of knowledge and the spirit of inquiry, which inspire us all to explore,
discover, and innovate.

Thank you.

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 Table of Contents
COPYRIGHT..............................................................................................................................i

DECLARATION.......................................................................................................................ii

ACKNOWLEDGEMENT........................................................................................................iii

DEDICATION……………………………………………………………………………….v

LIST OF FIGURES.................................................................................................................vii

LIST OF TABLES..................................................................................................................viii

ABSTRACT..............................................................................................................................ix

ACRYONYMS..........................................................................................................................x

CHAPTER ONE: INTRODUCTION AND BACKGROUND.................................................1

1.0 Introduction.................................................................................................................1

1.1 Background information..............................................................................................2

1.1.1 Child marriages in Zambia......................................................................................2

1.1.2 A brief overview of ZNBC Radio One....................................................................4

1.2 Statement of the Problem............................................................................................5

1.3 Significance of the study.............................................................................................6

1.4 Scope of the study.......................................................................................................7

1.5 Objectives of the study................................................................................................8

1.5.1 General Research Objective.....................................................................................8

1.5.2 Specific Research Objectives...................................................................................8

1.5.3 Research Questions..................................................................................................8

1.6 Limitations...................................................................................................................8

1.7 Conceptual and operational definitions.......................................................................9

1.8 Chapter summary.......................................................................................................10

CHAPTER TWO: LITERATURE REVIEW..........................................................................11

2.0 Introduction...............................................................................................................11

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 2.1 Conceptual Review....................................................................................................11

2.1.1 Conceptual and operational definitions.................................................................11

2.2 Theoretical framework..............................................................................................12

2.2.1 Agenda setting theory............................................................................................12

2.2.2 Social Cognitive theory.........................................................................................13

2.3 Empirical review.......................................................................................................14

2.3.1 Global perspective of the role of the media in combating child marriages...........14

2.3.2 The Place of the Mass Media in Curing Child Marriage in Africa: Ethiopia and
Nigerian contexts..................................................................................................................15

2.3.3 The state of the media and child marriages in Zambia..........................................17

2.4 Research Gaps...........................................................................................................17

CHAPTER 3: METHODOLOGY...........................................................................................18

3.0 Introduction...............................................................................................................18

3.1 Research Design........................................................................................................18

3.2 Sample size................................................................................................................18

3.3 Sampling Procedure...................................................................................................19

3.4 Data Collection Technique........................................................................................20

3.5 Data Analysis.............................................................................................................20

3.6 Conclusion.................................................................................................................21

CHAPTER FOUR: FINDINGS...............................................................................................22

4.0 Introduction...............................................................................................................22

4.1 Demographic Characteristics.....................................................................................22

4.2 Reach and engagement of ZNBC Radio One programs focused on early marriages23

4.3 Comprehensiveness and accuracy of the information provided by ZNBC Radio One
26

4.4 ZNBC Radio One's programs have influenced the knowledge, attitudes, and
behaviours of the community regarding early marriages.....................................................28

4.5 Summary....................................................................................................................30

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CHAPTER 5: DISCUSSION OF FINDINGS.........................................................................31

5.0 Introduction...............................................................................................................31

5.1 Reach and Engagement of ZNBC Radio One Programs...........................................31

5.2 Perception of Information Quality.............................................................................32

5.3 Influence on Knowledge, Attitudes, and Behaviours................................................32

5.4 Summary....................................................................................................................33

CHAPTER 6: CONCLUSION AND RECOMMENDATION................................................34

6.0 Conclusion.................................................................................................................34

6.1 Policy Recommendation............................................................................................35

References................................................................................................................................36

APPENDIX..............................................................................................................................38

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 LIST OF FIGURES
Figure 1: How often do you listen to radio one.......................................................................23
Figure 2: Radio One programs................................................................................................24
Figure 3: level of engagement with ZNBC Radio one.............................................................25
Figure 4: reach of ZNBC Radio One programs.......................................................................25
Figure 5: Accuracy of the information provided by ZNBC Radio One...................................27
Figure 6: misinformation or misconceptions...........................................................................27
Figure 7: ZNBC radio one’s programs have influenced their knowledge about early
marriage...................................................................................................................................28
Figure 8: ZNBC radio one’s programs have influenced the attitudes of the community
towards early marriages..........................................................................................................29
Figure 9: changes in behaviors within the community............................................................29

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 LIST OF TABLES
Table 1: Demographic characteristics.....................................................................................22
Table 2: ZNBC Radio One provides comprehensive information...........................................26

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 ABSTRACT
This study investigates the impact of ZNBC Radio One, a mainstream media outlet, in
creating awareness about the causes of early marriages, focusing on Nyimba District,
Zambia. Child marriage, defined as a legal or customary union before the age of 18, threatens
children’s well-being and constitutes multiple violations of their rights. The research explores
the reach, engagement, comprehensiveness, accuracy of information, and influence on
knowledge, attitudes, and behaviours regarding early marriages.

The study adopted a quantitative research survey with a sample size of 92 respondents. A
questionnaire was administered to gather data from respondents. Findings reveal that a
significant proportion of respondents listen to ZNBC Radio One regularly, with 26.1%
listening several times a week and 21.7% tuning in daily. The morning show emerges as the
most popular program (41.3%), followed by the midday news (28.3%). Moreover, 32.6% of
respondents find ZNBC Radio One slightly engaging, and 54.3% rate its reach as either
excellent or good. Regarding the comprehensiveness and accuracy of information, 60.9%
believe ZNBC Radio One provides comprehensive information about early marriage causes,
with 69.6% rating the information as somewhat or very accurate. Notably, 83.7% of
respondents have not encountered misinformation or misconceptions. Regarding influence,
41.3% feel moderately influenced by ZNBC Radio One's programs on early marriage
knowledge, while 56.5% perceive an impact on attitudes. Additionally, 57.6% notice changes
in community behaviours attributable to ZNBC Radio One's programs. These findings
suggest that ZNBC Radio One plays a significant role in creating awareness and influencing
perceptions and behaviours regarding early marriages in Nyimba District, underscoring its
potential as a platform for social change communication.

Key Words: Early Marriage, ZNBC Radio one, Nyimba District

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 ACRYONYMS
FM Frequency Modulation

NGO Non-Governmental Organisation

UNICEF United Nations International Children’s Emergency Fund

ZNBC Zambia National Broadcasting Corporation

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 CHAPTER ONE: INTRODUCTION AND BACKGROUND
1.0 Introduction
Child marriage, defined as a legal or customary union before the age of 18, threatens
children’s well-being and constitutes multiple violations of their rights. The African Charter
on the Rights and Welfare of the Child states that “child marriage and the betrothal of girls
and boys shall be prohibited and effective action, including legislation, shall be taken to
specify the minimum age of marriage to be 18 years and make registration of all marriages in
an official registry compulsory.” However, in rural areas, particularly in Zambia, instead of
using a numerical marker, communities tend to understand a child in terms of developmental
stages and achievements. In the world today, the practice has been shown to have profound
physical, intellectual, psychological and emotional impacts, especially for girls in both rural
and urban areas (Nguyen & Wodon, 2012). The media, particularly public broadcasters,
provides an avenue on which people can fully understand the impact of early child marriages.

Thus, this chapter introduces the study, laying the foundation for the subsequent chapters. It
begins by highlighting the background of the research, emphasizing the gravity of early
marriages as a complex social issue with profound implications for individuals and
communities. The specific focus is on Ndake Chiefdom in Nyimba District, Zambia, where
early marriages are particularly prevalent and detrimental. The introduction also introduces
the multifaceted nature of early marriages, which are driven by a complex interplay of
cultural, economic, and social factors. These factors, such as traditional customs, poverty,
limited educational opportunities, and restricted access to information, contribute to the
perpetuation of early marriages in Ndake Chiefdom.

The chapter also provides a brief overview of ZNBC Radio One, the radio station under
investigation in this study. It highlights the station's prominent position in Zambia's media
landscape, its diverse programming, and its role as a source of reliable information and
education for the public. The statement of the problem section outlines the existing gap in
awareness and understanding of early marriages in Ndake Chiefdom. It identifies the
research's aim to address this gap by evaluating the effectiveness of ZNBC Radio One in
raising awareness about early marriages. The chapter concludes by defining the scope of the
study, and potential limitations. It also introduces the conceptual and theoretical operations
which will inform the research design and analysis in subsequent chapters.

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1.1 Background information

Early Child marriages persist as a pressing and multifaceted social concern, characterized by
profound and far-reaching ramifications that transcend individual destinies and resonate
throughout the tapestry of entire communities and societies. In the specific context of Ndake
Chiefdom, situated within the sprawling landscape of Nyimba District, this issue assumes a
particularly conspicuous and deeply troubling dimension, where its influence permeates the
lives of both young girls and boys with profound consequences.

The phenomenon of early marriages is inherently intricate, emerging from an intricate web of
cultural, economic, and social determinants that intermingle to shape the fate of individuals
and communities alike. In the case of Ndake Chiefdom, like many other regions across the
globe, these determinants encompass a complex amalgamation of traditional customs and
practices, poverty, a scarcity of educational opportunities, and a paucity of accessible
information. These factors synergistically contribute to the perpetuation of early marriages,
casting a shadow of vulnerability, ill-health, and constrained economic prospects over those
ensnared in its grip.

The repercussions of early marriages, reverberating throughout the lives of those involved,
are undeniably severe and extensive (Mulenga et al., 2018). By exposing young girls and
boys to wedlock at an age when they should be pursuing education and personal growth,
early marriages condemn them to a future defined by curtailed opportunities and limited
potential. The vulnerability of these individuals is exacerbated, as they are ill-prepared to
navigate the complexities of adult responsibilities and relationships. Compromised health,
both physical and emotional, is an unfortunate by-product of these unions, often leading to
adverse outcomes such as early pregnancies, maternal mortality, and psychological distress.
Furthermore, the economic consequences of early marriages are profound, as they hinder the
development and prosperity of communities and societies at large. The premature withdrawal
of young people from education and the workforce perpetuates cycles of poverty,
constraining economic growth and perpetuating intergenerational disadvantage.
1.1.1 Child marriages in Zambia

Within Zambia, various forms of child marriage were identified, with the most prevalent
unions occurring among peers, typically girls aged 12 or 13, and boys aged 14, with an age
difference of approximately two to three years. According to UNICEF (2015), there are

2
several distinct typologies of child marriage, each characterized by different processes and
how families and communities perceive and respond to them. These categories often overlap,
as circumstances change over time.

a. Traditional or Ideal Marriage: This category represents marriages that adhere to

accepted social practices, involving family consent and payment of a bride price
before marriage. Ideally, such marriages are based on free choice and not coerced or
prompted by factors like pregnancy or extreme poverty. However, many marriages
involving two children (rather than a child and an adult) were found not to follow this
traditional process.

b. Self-Decided, Peer Marriage: These marriages occur when children themselves make
the decision to marry, often without seeking or obtaining familial consent. This type
of marriage is generally viewed negatively by adults, as it lacks family agreement or a
bride price, and is not recognized under statutory or customary law.

c. Co-Habitation-Based Marriage: Linked to situations where children choose to live

together, this type of marriage is based on the duration of a couple's cohabitation. If
children have lived together as "spouses" for three months or more, the wider
community may perceive their relationship as a marriage. Statutory laws also
recognize such unions as marriages.

d. Duty or Responsibility-Based Marriage: This category includes marriages undertaken

to rectify situations that could bring shame or dishonour to families, often addressing
pregnancies outside of marriage. Traditionally, when a boy or adult male impregnates
a girl, it is customary for him to marry her. In some cases, these marriages can be
avoided through financial agreements, such as payment of damages by the boy or
man. Chiefs and their representatives may mediate in such processes.

e. Retroactively "Consented" Marriages: These marriages often follow self-decided peer

marriages and occur when families reluctantly accept a union they previously did not
recognize. Negotiations typically involve bride price payment or mutual acceptance of
the marriage, often influenced by the birth of a child.

f. Transactional Marriages: These marriages align with the stereotypical view of child
marriage, involving an older man entering a relationship with a girl. While viewed

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 negatively from a moral or social standpoint, they may be tolerated due to economic
considerations, as they can provide financial or material benefits to the girl and her
family. Poverty in the communities studied often pushes girls into such unions, while
young boys may marry older women who can provide for them. Boys and girls' ability
to contribute to adult work is also a factor, with boys marrying to increase domestic
help or provide additional agricultural labour, and girls marrying to augment the
household labour force.

g. Pre-Arranged or Promised Marriages: These arrangements are established before girls

are born, in childhood, or at puberty. Older suitors propose to marry the girl when she
comes of age, often after reaching puberty. Agreements may include the man's
participation in or responsibility for the girl's education or other needs as she grows
up.
1.1.2 A brief overview of ZNBC Radio One

According to Chirwa (2010:72), ZNBC operates three radio and two television channels until
recently when television three was established, a religious channel. Radio One transmits on
short wave (SW) countrywide and on FM in the main industrial and commercial areas and the
country‘s provincial centres. The radio station broadcasts in seven main Zambian languages;
Bemba, Kaonde, Lozi, Lunda, Luvale, Nyanja and Tonga, and targets the rural communities.
Undoubtedly, ZNBC Radio One, a flagship radio station under the Zambia National
Broadcasting Corporation (ZNBC), holds a prominent position in Zambia's media landscape.
With its extensive coverage, Radio One reaches a diverse audience, connecting with people
in urban centres, remote rural communities, and everything in between. The station's reach is
not confined to geographic boundaries; it spans the breadth of Zambia, making it an integral
part of the daily lives of countless listeners.

Makungu (2004:2) states that the media has often been described as the fourth estate of the
government others being the Judiciary, Executive and Legislature because information on
matters of public interest is a measure by which institutions and government and all those in
positions of authority are held accountable to and by the public. At the heart of ZNBC Radio
One's success is its diverse programming. The station offers a rich tapestry of content,
including news broadcasts that keep the nation informed about current events, both locally
and globally. Beyond news, Radio One serves as a platform for cultural expression,
broadcasting music that reflects Zambia's rich musical heritage and featuring cultural

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programs that celebrate the nation's traditions and customs. Moreover, the station plays a
significant role in educating its audience, airing programs that tackle critical social issues,
promote health awareness, and offer educational content. This commitment to providing a
varied menu of programs ensures that Radio One caters to a wide range of interests and
demographics, making it a staple in households, workplaces, and vehicles across the nation.

In the assertions of Mundia (2017), one of the most notable contributions of Radio One is its
role as a source of reliable information. As a primary news outlet for many Zambians, the
station plays a crucial part in keeping the public informed about political developments,
economic trends, social issues, and more. This function is especially vital in a democratic
society, where access to accurate and impartial news is essential for citizens to make
informed decisions. Beyond news, the station's dedication to public service is evident through
its extensive educational initiatives. It runs campaigns and programs that aim to empower
listeners with knowledge on topics such as health, education, and community development,
aligning with its broader mission to contribute positively to Zambia's societal and cultural
landscape.
1.2 Statement of the Problem

In an ideal situation, within Ndake Chiefdom, community members, including parents,

guardians, and the youth themselves, are expected to possess a comprehensive understanding
of the intricate web of causes and consequences that surround the pervasive issue of early
marriages. In reality, they are not only aware of the multifaceted factors that perpetuate this
practice but also well-informed about its devastating repercussions on the lives of young girls
and boys. In this utopian scenario, the community is empowered with knowledge, fostering
an environment where existing norms are critically examined, and alternative pathways for
the youth are actively explored and embraced. Consequently, early marriages are on the
decline, and young people are increasingly equipped to make informed decisions about their
futures, unencumbered by the shadow of wedlock at an inappropriate age.

However, the current situation within Ndake Chiefdom starkly contrasts with this ideal
vision. A prevailing lack of awareness and understanding regarding early marriages plagues
the community. In 2022, ZNBC reported that early marriages were rampant in Nyimba and
subsequently, 89 girls were removed from early marriages in the town, where Ndake
chiefdom is located. Specifically, Breeze FM reported that Cases of early marriages in Chief
Ndake’s area in Nyimba district are still high. Chief Ndake stated that a lot of parents are still

5
allowing their children to get into marriage at a tender age (Breeze FM. 2013). Many
individuals, including parents, guardians, and the youth themselves, remain ensconced in a
state of limited knowledge, where the implications of early marriages often elude them.
Kauseni (2018) argues that this lack of comprehension extends to the complex array of
factors that drive this practice, rendering them ill-equipped to break free from its cycle. As a
result, the issue persists, casting a shadow of vulnerability, compromised health, and
diminished opportunities over the community. It is within this challenging context that the
research at hand seeks to intervene. This study recognizes the pressing need for effective
communication strategies that can bridge the knowledge gap, challenge deeply ingrained
norms, and present viable alternatives for the youth. In this endeavour, the spotlight turns to
the role of media, particularly ZNBC Radio One, as a potentially transformative tool. ZNBC
Radio One, with its reach and influence within the community, emerges as a beacon of hope,
capable of disseminating vital information and reshaping perceptions surrounding early
marriages in Ndake Chiefdom.

The core objective of this research is to rigorously evaluate the effectiveness of ZNBC Radio
One in fulfilling this crucial role. It aspires to probe deeply into the impact of the radio
station's programs on the community's awareness, attitudes, and actions concerning early
marriages. By conducting this assessment, the research aims to shed light on whether ZNBC
Radio One's initiatives have been successful in raising awareness, influencing attitudes, and
inspiring tangible changes in behaviour within the community, a research study that has not
been conducted before this community. Ultimately, the study endeavours to contribute
valuable insights and recommendations that can guide not only the efforts of ZNBC Radio
One but also the broader community in combatting the issue of early marriages and charting a
course towards a more informed and empowered future for its young population.
1.3 Significance of the study

The significance of this study extends its reach to various stakeholders, including policy
makers, academia, community leaders, and media practitioners. For policy makers, the
research findings can serve as a critical resource for informed decision-making.
Understanding how ZNBC Radio One's programs impact awareness and behaviours related to
early marriages can guide the development of evidence-based policies and interventions.
This, in turn, may lead to more effective strategies aimed at addressing the root causes and
consequences of early marriages, potentially improving outcomes for vulnerable populations.

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Within academia, this research contributes to the body of knowledge within the fields of
media studies, communication, and social science. The study's findings can serve as a
foundational piece for further inquiry into the role of media in shaping public awareness and
perceptions on critical social issues. It may inspire future studies that delve into the broader
impact of media campaigns on behaviour change and the evolution of societal norms.
Community leaders and Non-Governmental Organizations (NGOs) on the ground can also
benefit from this research. By understanding the role of ZNBC Radio One in influencing
awareness and attitudes, these stakeholders can collaborate with the media to tailor
community-led initiatives. This collaborative approach can strengthen the impact of
awareness campaigns and support systems for individuals affected by early marriages,
fostering a more responsive and effective intervention strategy.

Finally, media practitioners and broadcasters themselves can glean valuable insights from this
research. Understanding what works in terms of programming content, format, and delivery
when addressing sensitive and critical issues like early marriages can assist media
organizations in enhancing their role as agents of positive social change. Overall, this study's
significance transcends its immediate research context and offers a wealth of implications,
ultimately contributing to a more informed, empowered, and resilient community in Ndake
Chiefdom and potentially inspiring similar positive changes in other communities facing
similar challenges.

1.4 Scope of the study

This study was conducted in Ndake Chiefdom, Nyimba District, Zambia. The selection of
this specific area was guided by several factors that justify its choice as the research location.
Ndake Chiefdom was chosen because it represents a community where early marriages are a
prevalent concern, making it a pertinent context for examining the effectiveness of
awareness-raising efforts. Additionally, Ndake Chiefdom falls within Nyimba District, which
is a region where ZNBC Radio One operates and broadcasts its programs, ensuring that the
radio station is accessible to the study's target population. ZNBC Radio One, as the primary
point of focus in this research, was selected due to its role as a prominent media entity in
Zambia. The radio station's influence and reach within Ndake Chiefdom and the broader
Nyimba District make it a pivotal player in shaping community awareness and attitudes. By
studying the impact of ZNBC Radio One's programs on early marriages in this specific

7
geographic area, the research aims to draw meaningful conclusions about the station's
effectiveness in raising awareness about this critical issue.

Furthermore, this study delves into the dynamics of early marriages in Ndake Chiefdom by
exploring both the formal and informal sectors of the community. It investigates the factors
contributing to early marriages, the consequences faced by those involved, and the
community's responses to this practice. Additionally, it scrutinizes any existing disparities in
approaches to addressing early marriages between the formal institutions and informal
networks within the chiefdom. The research also evaluates any pertinent media policies and
regulations that influence how issues related to early marriages are portrayed and discussed in
the media.

1.5 Objectives of the study

1.5.1 General Research Objective

To assess the effectiveness of ZNBC Radio One in raising awareness about the causes and
consequences of early marriages in Ndake Chiefdom, Nyimba District.
1.5.2 Specific Research Objectives

a) To evaluate the reach and engagement of ZNBC Radio One programs focused on
early marriages in Ndake Chiefdom.

b) To assess the comprehensiveness and accuracy of the information provided by ZNBC

Radio One regarding the causes and consequences of early marriages.
c) To determine the extent to which ZNBC Radio One's programs have influenced the
knowledge, attitudes, and behaviours of the community regarding early marriages.
1.5.3 Research Questions

a) What percentage of the Ndake Chiefdom population has been exposed to ZNBC
Radio One's programs on early marriages?

b) What are the key topics and aspects of early marriages covered by ZNBC Radio One's
programs?
c) Have listeners demonstrated increased awareness of the causes and consequences of
early marriages after exposure to ZNBC Radio One's programs?

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 1.6 Limitations

It is important to note that while conducting research on the effectiveness of ZNBC Radio
One in raising awareness about early marriages in Ndake Chiefdom, Nyimba District, several
potential limitations may be encountered. Identifying and addressing these limitations is
crucial to ensure the research maintains its rigor and validity.

One potential limitation lies in the scope of the study, which is geographically confined to
Ndake Chiefdom. While this focus allows for in-depth exploration within a specific context,
it may limit the generalizability of the findings to other regions in Zambia or beyond. To
mitigate this limitation, researchers can acknowledge the study's geographical boundaries and
emphasize the importance of contextual specificity while providing recommendations for
broader applications. Another potential limitation concerns the reliance on self-report data
through surveys and interviews. Participants may provide responses that are influenced by
social desirability bias or recall bias, which can affect the accuracy of the data collected. To
mitigate this, researchers can use carefully designed survey instruments, ensure participant
anonymity, and triangulate findings with other sources of data where possible to enhance the
reliability and validity of the results.

Additionally, the dynamic nature of media content and audience responses can be a
limitation, as the effectiveness of radio programs may change over time. To mitigate this, the
research can include a longitudinal element to track changes in awareness and attitudes over
an extended period. Additionally, by regularly updating the literature review and staying
attuned to emerging trends in media and communication, researchers can adapt their methods
and analysis to capture evolving dynamics.
1.7 Conceptual and operational definitions

Child marriage: According to the United Nations Convention on the Rights of the Child
(CRC), a child is defined as anyone from birth to the age of 18, unless the age of majority is
attained earlier. This concept is adopted for the purposes of this study.

Effectiveness: In this research, effectiveness refers to the degree to which ZNBC Radio
One's programs on early marriages lead to measurable changes in awareness and
understanding among the target audience in Ndake Chiefdom. It encompasses the extent to

9
which the radio station's efforts result in increased knowledge, changed attitudes, and
informed behaviours.

ZNBC Radio One: ZNBC Radio One represents the specific radio station operated by the
Zambia National Broadcasting Corporation (ZNBC), which serves as the medium for
delivering content related to early marriages. It includes the broadcasts, shows, and
informational segments produced and aired by ZNBC Radio One on this topic (Mundia,
2017).

Creating Awareness: In this study, creating awareness is defined as the process by which
ZNBC Radio One's programs serve to inform, educate, and illuminate the community
members in Ndake Chiefdom about the various factors that lead to early marriages and the
negative consequences associated with them. This encompasses the dissemination of accurate
information, raising consciousness, and prompting reflection on the issue among the
audience.

Causes and Ills of Early Marriages: Causes and ills of early marriages refer to the
underlying factors and detrimental effects associated with early marriages within Ndake
Chiefdom. This includes factors such as cultural norms, economic challenges, and limited
educational opportunities that contribute to early marriages, as well as the adverse
consequences, such as compromised health, restricted opportunities, and increased
vulnerability faced by those involved in early marriages.
1.8 Chapter summary

This chapter of the research has introduced the study, setting the stage for the subsequent
chapters. It began by emphasizing the significance of early marriages as a complex and
pressing social issue with profound consequences for individuals and communities,
particularly in the context of Ndake Chiefdom in Nyimba District. The chapter highlights the
intricate web of cultural, economic, and social factors that contribute to early marriages,
underscoring the urgent need for effective interventions. The introduction also provides an
overview of ZNBC Radio One, the radio station under investigation, emphasizing its
influential role in Zambia's media landscape and its diverse programming that touches
various aspects of society. It sets the stage for understanding the radio station's potential
impact on raising awareness about early marriages. Additionally, the statement of the
problem has identified the existing lack of awareness and understanding regarding early

10
marriages within Ndake Chiefdom and presents the research's central aim of evaluating the
effectiveness of ZNBC Radio One in addressing this knowledge gap. Furthermore, the
chapter has highlighted the significance of the study for various stakeholders, including
policy makers, academia, community leaders, and media practitioners, outlining the potential
benefits and implications for each group. The scope of the study is clearly defined, including
the geographic area, time frame, research methodology, target population, variables, and
potential limitations. It also introduces the conceptual and operational definitions that will
guide the research's terminology and framework.

11
 CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction

Early marriage is a complex issue with a variety of causes and consequences. It is defined as
a marriage or union between two people where one or both partners are under the age of 18.
Early marriage is a global problem, but it is particularly prevalent in developing countries,
including Zambia. In Zambia, early marriage is a serious social problem. According to the
2021 Zambia Demographic and Health Survey (ZDHS), 34% of girls aged 15-19 are married
or in union. Early marriage has a number of negative consequences for girls, including
increased risk of maternal mortality and morbidity; reduced educational attainment; increased
economic hardship; and increased risk of violence and abuse. To alleviate these challenges,
countries rely on the media to achieve a sustainable future. Specifically, the media in Zambia,
like anywhere else in the world, has the potential to play an important role in raising
awareness of the causes and ills of early marriage. This chapter looks at the conceptual
review and theoretical framework, as well as the empirical review.

2.1 Conceptual Review

2.1.1 Conceptual and operational definitions

Child marriage: According to the United Nations Convention on the Rights of the Child
(CRC), a child is defined as anyone from birth to the age of 18, unless the age of majority is
attained earlier. This concept is adopted for the purposes of this study.

Effectiveness: In this research, effectiveness refers to the degree to which ZNBC Radio
One's programs on early marriages lead to measurable changes in awareness and
understanding among the target audience in Ndake Chiefdom. It encompasses the extent to
which the radio station's efforts result in increased knowledge, changed attitudes, and
informed behaviours.

ZNBC Radio One: ZNBC Radio One represents the specific radio station operated by the
Zambia National Broadcasting Corporation (ZNBC), which serves as the medium for
delivering content related to early marriages. It includes the broadcasts, shows, and
informational segments produced and aired by ZNBC Radio One on this topic (Mundia,
2017).

12
Creating Awareness: In this study, creating awareness is defined as the process by which
ZNBC Radio One's programs serve to inform, educate, and illuminate the community
members in Ndake Chiefdom about the various factors that lead to early marriages and the
negative consequences associated with them. This encompasses the dissemination of accurate
information, raising consciousness, and prompting reflection on the issue among the
audience.

Causes and Ills of Early Marriages: Causes and ills of early marriages refer to the
underlying factors and detrimental effects associated with early marriages within Ndake
Chiefdom. This includes factors such as cultural norms, economic challenges, and limited
educational opportunities that contribute to early marriages, as well as the adverse
consequences, such as compromised health, restricted opportunities, and increased
vulnerability faced by those involved in early marriages.

2.2 Theoretical framework

Theoretically, this research relies on two fundamental theories; agenda setting and the social
cognitive theories.

2.2.1 Agenda setting theory

Agenda-Setting Theory, developed by Maxwell McCombs and Donald Shaw in the early
1970s, is rooted in the field of mass communication and media effects theories. Its
epistemological foundation rests on the premise that media wield significant influence over
public perception and societal priorities. According to Zain (2014), this theory posits that
media do not dictate what people should think, but rather shape what they should think about.
It delves into the power of media in determining which issues, events, or topics gain
prominence in public discourse.

The theory is built upon several key assumptions. Firstly, it recognizes the concept of the
media agenda. This concept asserts that media outlets possess the capacity to select and
highlight specific issues, events, or topics while downplaying or disregarding others. These
editorial decisions, often influenced by newsroom dynamics and news values, determine the
content presented to the audience. Secondly, the theory assumes the existence of a public
agenda (McCombs & Shaw, 2018). It posits that the public's perception of reality is
significantly influenced by the topics and issues spotlighted in the media. In essence, the

13
more extensively a subject is covered by the media, the more it tends to dominate the public's
awareness and conversations.

In the context of researching the effectiveness of ZNBC Radio One in raising awareness
about the causes and consequences of early marriages in Ndake Chiefdom, Agenda-Setting
Theory can serve as a valuable framework. The theory will help assess how ZNBC Radio
One shapes the agenda regarding early marriages within the community. Specifically, the
research will investigate whether the radio station's programming places a heightened focus
on early marriages, thereby influencing what topics occupy the minds of the local population.
To apply the theory, the research will analyse the content of ZNBC Radio One's programs to
determine the extent to which they prioritise early marriages as an issue of concern.
Additionally, surveys and interviews with community members will gauge whether the
audience perceives early marriages as a salient issue due to the radio station's coverage. By
examining the alignment between the media agenda; what ZNBC Radio One cover) and the
public agenda (what the community views as significant), the research will evaluate how
effectively the radio station influences awareness and discussion about early marriages within
Ndake Chiefdom.

2.2.2 Social Cognitive theory

Social Cognitive Theory, conceived by psychologist Albert Bandura, is a prominent

psychological and behavioural theory that places a strong emphasis on the interplay between
cognitive processes, social interactions, and behaviour. At its core Social cognitive theory is
founded in an agentic perspective (Bandura, 2009). According to the theorist, people are self-
organizing, proactive, self-reflecting, and self-regulating, not just reactive organisms shaped
and shepherded by environmental events or inner forces. The argument is that human self-
development, adaptation, and change are embedded in social systems. Bandura's theory
underscores that people can acquire novel behaviours and knowledge by simply observing the
actions and experiences of those around them. This phenomenon, commonly referred to as
modelling or vicarious learning, is a pivotal process by which individuals gain insights and
acquire skills without the need for direct personal experience.

Moreover, the theory is underpinned by the concept of reciprocal determinism, which posits
that human behavior is not determined by one isolated factor but rather by a dynamic
interplay among personal factors such as cognitive processes, beliefs, and emotions,

14
environmental influences, including social pressures and external stimuli, and actual
behaviors (Schunk, 2012). In this intricate web of interactions, each element continually
shapes and influences the others. Additionally, social cognitive theory emphasizes the
capacity for self-regulation. It suggests that individuals possess the ability to self-monitor
their behaviors and emotions, exercise self-judgment, and engage in self-reflection. This self-
regulation mechanism is instrumental in guiding and modifying one's actions and reactions,
ultimately contributing to the learning and adoption of specific behaviors and attitudes.

In the context of the research on the effectiveness of ZNBC Radio One in raising awareness
about the causes and consequences of early marriages in Ndake Chiefdom, Social Cognitive
Theory can offer valuable insights into how individuals within the community may acquire
knowledge, attitudes, and behaviours related to early marriages through observational
learning, environmental influences, and self-regulation. This theory can help explore whether
the radio programs serve as models or sources of information for the community, influencing
their understanding and responses to the issue of early marriages.

2.3 Empirical review

2.3.1 Global perspective of the role of the media in combating child

marriages

Early marriage is a global problem, with an estimated 650 million girls and women alive
today who were married before the age of 18. Early marriage has serious consequences for
girls' health, education, and economic well-being. It also contributes to poverty and gender
inequality. Media campaigns have been used to address a variety of social issues, including
early marriage. However, there is limited evidence on the effectiveness of media campaigns
in reducing the incidence of early marriage.

In India, Raghunathan et al., (2021) conducted a study to evaluate the impact of

Breakthrough's Early Marriage Campaign in the Indian states of Jharkhand and Bihar on
reducing the incidence of early marriage and increasing the average age at marriage. The
campaign used a combination of mass media and popular culture, as well as community
engagement level.

The media component of the campaign included airing messages on radio, TV, in
newspapers, and in cinemas. These messages urged young fathers and boys to act against

15
early marriage and to see their daughters as productive members of the household. The
campaign also included a training package that was implemented in 21 blocks. This package
included the mass media messages as well as additional training on gender rights, sexuality,
and sexual harassment. The study found that the media campaign was successful in
increasing knowledge and awareness about the harms of early marriage, both among
individuals and communities. The campaign also led to a shift in attitudes towards early
marriage, with more people expressing disapproval of the practice and support for girls'
education and empowerment.

The study also found that the media campaign was associated with a decrease in the
incidence of early marriage in the intervention districts, compared to the control districts. The
campaign was also associated with an increase in the average age at marriage in the
intervention districts. More so, the study's findings suggest that media campaigns can play an
important role in raising awareness about the harms of early marriage and shifting attitudes
towards the practice. However, it is important to combine media campaigns with other
interventions, such as community engagement and peer education, in order to achieve lasting
change. The study's findings have important implications for policymakers and practitioners
working to reduce early marriage.

The findings further revealed that media campaigns can be an effective way to raise
awareness about the harms of early marriage and shift attitudes towards the practice.
However, it is important to combine media campaigns with other interventions, such as
community engagement and peer education, in order to achieve lasting change. The study
also suggests that media campaigns should be tailored to the specific context in which they
are being implemented. In this case, the campaign was successful in addressing the gender
norms and practices that contribute to early marriage in India.

2.3.2 The Place of the Mass Media in Curing Child Marriage in Africa:
Ethiopia and Nigerian contexts

In Africa, similar studies have been undertaken to determine the role of the media in
behavioural change, particularly on ending child marriages. Specifically, Nnenna (2023)
conducted a study on the Role of the Mass Media in ending Child Marriages in Nigeria. The
author found that the mass media plays a crucial role in ending child marriages in Nigeria.
The media has often educated and informed the public about the harms of child marriage,

16
challenged traditional gender roles and norms that contribute to child marriage, and promoted
positive role models and stories of girls who have delayed marriage and achieved their goals.

To be precise, Nnenna identified some specific ways that the mass media has been used to
end child marriages in Nigeria. Firstly, to raise awareness about the harms of child
marriage: The media, such as radio and television, has often educated the public about the
physical and emotional consequences of child marriage for girls, as well as the negative
impact on their education and economic opportunities. In suggestion, the research found that
the media can also highlight the human rights violations that occur when girls are forced to
marry underage.

Secondly, the media in Nigeria has often challenged traditional gender roles and norms. Like
Mulenga et al., (2018) argues, the media can play a role in challenging traditional gender
roles and norms that contribute to child marriage, such as the belief that girls should be
married off as soon as possible to avoid premarital sex or to ensure that they are financially
provided for. The media can promote positive messages about gender equality and the
importance of girls' education and empowerment.

Likewise, the media in Nigeria, like elsewhere in Africa, assists in promoting positive role
models and stories. The media, particularly television, has promoted positive role models and
stories of girls who have delayed marriage and achieved their goals. This, according to
Nnenna (2023), has helped to inspire other girls to delay marriage and pursue their own
dreams and aspirations. Such positive role of the media has entailed advocating for policies
and programs that support girls and women and prevent child marriage. By harnessing the
power of the media, the media has advocated for policies and programs that support girls and
women and prevent child marriage although the scourge.

In addition, the study "Child marriage prevention in Amhara Region, Ethiopia: Association of
communication exposure and social influence with parents/guardians' knowledge and
attitudes" evaluated the impact of communication exposure and social influence on parents'
and guardians' knowledge and attitudes towards child marriage in Amhara Region, Ethiopia
(Gage, 2013). The study found that both communication exposure and social influence were
associated with parents'/guardians' knowledge and attitudes towards child marriage.
Specifically, parents/guardians who were exposed to more communication about child
marriage and who had social networks that were supportive of delaying marriage were more

17
likely to have accurate knowledge about the harms of child marriage and to have negative
attitudes towards the practice.

The study's findings suggest that communication campaigns can play an important role in
raising awareness about the harms of child marriage and shifting attitudes towards the
practice. However, the study also revealed that other than relying on mainstream media, it is
important to combine communication campaigns with other interventions, such as social
influence interventions, in order to achieve lasting change. Specifically, the study found that
Radio and Television media channels were associated with parents' and guardians' knowledge
and attitudes towards child marriage.

2.3.3 The state of the media and child marriages in Zambia

Similarly, in Zambia, Bwalya (2018) conducted a study to examine the role of the media in
defending the girl child in Zambia. The study focused on how the media can be used to raise
awareness about the challenges that girls face, challenge traditional gender roles and norms,
promote positive role models and stories, give a voice to girls and women, and advocate for
policies and programs that support girls and women. The study found that the media can play
a significant role in defending the girl child in Zambia. The study identified a number of
ways in which the media can be used to achieve this goal. Firstly, the media can educate the
public about the challenges that girls face, such as child marriage, early pregnancy, and
gender-based violence. The media can also highlight the importance of girls' education and
empowerment. The media can give a voice to girls and women who have been affected by the
challenges that girls face. This can help to raise awareness of these issues and to challenge
the stigma that is often associated with them. Notably, the study also found that the media has
a number of challenges to overcome in order to play a more effective role in defending the
girl child in Zambia. These challenges include lack of capacity, self-censorship and lack of
political will, among others. But despite these challenges, the study concluded that the media
has a vital role to play in defending the girl child in Zambia.

2.4 Research Gaps

Despite existing literature, particularly on the empirical evidence on the role of the media in
combatting child marriages on a global, African and Zambia levels, there is no specific
literature to determine the role that ZNBC Radio One has played in Chief Ndake’s area in
Nyimba district, Zambia. Hence, there is need for this research to be undertaken.

18
19
 CHAPTER 3: METHODOLOGY
3.0 Introduction

The methodology chapter serves as the roadmap for the systematic exploration of the
research questions and objectives, outlining the approach, tools, and procedures employed to
collect and analyze data. This chapter is crucial in ensuring the rigor and reliability of the
study. In the context of investigating the impact of ZNBC Radio 1 on creating awareness
about the causes of early marriages in Nyimba District, this section will detail the chosen
research design, sampling techniques, data collection instruments, and analytical methods. By
transparently presenting the methodological framework, the study aims to enhance the
credibility of its findings and contribute to the broader understanding of the role of media in
addressing social issues such as early marriages.

3.1 Research Design

The research design for this non-intervention quantitative study on the impact of ZNBC
Radio 1 in creating awareness on the causes of early marriages in Nyimba District is a cross-
sectional survey. The study will involve collecting data at a single point in time from a
representative sample of the population in Nyimba District. The use of a cross-sectional
design is justified as it allows for a snapshot of the current awareness levels, providing
insights into the immediate impact of media exposure on the issue. Quantitative research
designs are crucial in research due to their emphasis on objectivity, replicability, and
statistical rigor. The numerical precision and efficiency of quantitative methods make them
well-suited for large-scale studies, facilitating generalizability and providing a basis for
evidence-based decision-making (Creswell & Creswell, 2017; Yin, 2016). These designs are
particularly valuable for assessing causality, measuring quantifiable outcomes, and
generating data that policymakers can use to inform effective strategies. The systematic and
standardized nature of quantitative research enhances the reliability and validity of findings,
contributing to a deeper understanding of complex phenomena and offering insights with
broad applicability across various fields (Jakobsen, 2021).

3.2 Population
The population for this research comprises the residents of Nyimba District (136,238), with a
specific focus on individuals who are regular listeners of ZNBC Radio 1. By targeting this

20
population, the research aims to evaluate how well ZNBC Radio 1 can raise awareness about
the causes and consequences of early marriages in Ndake Chiefdom, Nyimba District.

3.3 Sample size

The computation of the sample size involved the use of the formula:

2
Z p(1−p)
N=
E2

Where Z is the Z-score (=1.96) at 95% level of significance, p is the proportion of the
population with desired characteristics and E is the margin of error. For the purposes of this
study, the error term will be assumed to be 10% implying that the formula assumed a 90%
confidence in not committing a type one error (rejection of Hypothesis when in fact true)

This formula is widely employed in quantitative research to calculate an optimal sample size
that ensures the study's results are both statistically significant and representative of the
broader population. The advantage of the formula is that it can be employed to determine the
sample size when the entire population size is unknown and it achieves this by assuming a
proportion of 0.5.

Thus, the computed sample size is;

2
(1.96) × 0.5 ×(1−0.5)
n=
( 0.1)2

0.9604
n=
0.01

n=96.04

The study will thus opt to use a sample size of 100. Opting to use a sample size of 100, even
though the computed size is 97, can be justified for practical and logistical reasons. Rounding
the sample size to a more manageable and easily divisible number 100, will simplify data
collection and analysis processes. Additionally, working with a round number may facilitate
easier communication of results and conclusions to a broader audience. While the difference
between a sample size of 97 and 100 is minimal, rounding up to 100 could enhance the

21
study's practical feasibility and contribute to the ease of implementation without significantly
compromising the statistical validity of the research.

3.4 Sampling Procedure

The sampling procedure of the study involved the use of probability sampling; particularly
simple random sampling. The choice to employ simple random sampling is justified for
several reasons. Firstly, simple random sampling ensures that each member of the population
has an equal and independent chance of being selected for the study. This characteristic helps
in creating a representative sample, reducing the risk of bias and allowing for generalizability
of the findings to the entire population (Taherdoost, 2016). Additionally, simple random
sampling is straightforward to implement and does not require extensive knowledge of the
population's characteristics. This simplicity makes it a practical and cost-effective method,
especially in situations where resources, time, or information about the population are
limited. The transparency and fairness inherent in simple random sampling contribute to the
overall reliability and validity of the study, making it a well-justified choice for obtaining a
sample that accurately reflects the larger population of interest.

3.5 Data Collection Technique

The study will use questionnaires as primary data collection tools. A questionnaire is a
structured data collection tool comprising a set of pre-determined questions designed to
gather information from respondents (Creswell & Creswell, 2017). In this study, the
questionnaire, structured in English, serves as a valuable data collection tool for several
reasons. Firstly, questionnaires allow for standardized data collection, ensuring that each
participant receives the same set of questions, promoting consistency and reducing potential
interviewer bias (Ebert, et al., 2018). The structured format facilitates quantitative analysis, as
responses can be easily converted into numerical data for statistical purposes. The use of
English ensures clarity and consistency in communication, making the questionnaire
accessible to a broad audience.

3.6 Data Analysis

For the data analysis phase of this study, the combination of SPSS (Statistical Package for the
Social Sciences) and Microsoft Excel 2016 is chosen for its complementary strengths in
statistical analysis and data presentation, respectively. SPSS is a robust statistical software

22
widely used for quantitative data analysis, offering a comprehensive set of tools for
descriptive statistics, inferential statistics, and data visualization. Its user-friendly interface
and extensive statistical capabilities make it suitable for analyzing the relationships and
patterns within the dataset. Microsoft Excel 2016, on the other hand, excels in data
organization and presentation. Its spreadsheet functionality facilitates the initial cleaning and
organizing of raw data, while its graphical features enable the creation of clear and visually
appealing charts and graphs for effective communication of results. This dual software
approach is justified as it leverages the specialized strengths of each tool, optimizing the
efficiency and accuracy of the data analysis process.

3.7 Conclusion

In conclusion, the methodology chapter lays the foundation for a rigorous and systematic
investigation into the impact of ZNBC Radio 1 on creating awareness about the causes of
early marriages in Nyimba District. The adoption of a cross-sectional survey design, utilizing
a structured questionnaire, ensures the collection of quantitative data that will enable a
comprehensive analysis of the study's objectives. The formula for determining the sample
size has been applied, justifying the selection of an optimal number of participants. The use
of simple random sampling enhances the representativeness of the sample, while the
questionnaire, structured in English, provides a standardized and accessible means of data
collection. The choice to employ SPSS and Microsoft Excel 2016 for data analysis leverages
the statistical prowess of SPSS and the data presentation capabilities of Excel, offering a
comprehensive and efficient approach to deriving meaningful insights. With these
methodological considerations in place, the study is poised to provide valuable contributions
to the understanding of media influence on awareness of early marriage causes in Nyimba
District.

23
24
 CHAPTER FOUR: FINDINGS
4.0 Introduction

The purpose of this chapter is to present the findings of the study based on the data collected
from the respondents in Nyimba district. The study distributed a total of 100 questionnaires
but 92 questionnaires were returned translating into a 92% response rate. The response rate
was high enough to justify analysis of the data. The chapter first presented the demographic
characteristics and thereafter the major findings of the study.

4.1 Demographic Characteristics

Regarding gender distribution, the data reveals a fairly balanced representation, with 48
individuals were female, constituting 52.2% of the sample, while 44 individuals were male,
accounting for 47.8% of the sample. Moving on to age distribution, the data showcases
notable variability. A substantial proportion of respondents, comprising 44 individuals
(47.8%), belong to the age group of 26-35 years. Furthermore, 23 respondents (25.0%) fall
within the age range of 36-45 years, followed by 11 individuals (12.0%) aged 18-25 years.
Additionally, smaller proportions are observed among respondents aged 46-55 years (9.8%)
and those above 56 years (5.4%). A significant portion of respondents, accounting for 37.0%
of the sample, possess primary education qualifications, while 35.9% have attained tertiary
education. Additionally, 17.4% of respondents have completed secondary education, and a
smaller proportion, comprising 9.8%, report having received no formal education. The
surveyed population exhibits a diverse range of occupations, with 19.6% identifying as
businesspersons, 28.3% as employed individuals, and 21.7% engaged in farming activities.
Furthermore, 12.0% of respondents are students, while 18.5% report being unemployed.

Table 1: Demographic characteristics

S/N Variable Frequency (n) Percent (%)

1 Gender Female 48 52.2
Male 44 47.8
18-25 years 11 12.0
2 Age 26-35 years 44 47.8
36-45 years 23 25.0
46-55 years 9 9.8
Above 56 years 5 5.4
3 Education level No formal education 9 9.8
Primary Education 34 37.0

25
 Secondary Education 16 17.4
Tertiary Education 33 35.9
Business person 18 19.6
4 Occupation/ Employed 26 28.3
employment Farmer 20 21.7
status Student 11 12.0
Unemployed 17 18.5

4.2 Reach and engagement of ZNBC Radio One programs focused on early
marriages

Respondents were asked how often they listen to ZNBC radio one. Among the responses, a
considerable proportion of respondents, constituting 26.1%, reported listening to ZNBC
Radio One several times a week. Furthermore, 21.7% of respondents indicated that they listen
to ZNBC Radio One on a daily basis while a smaller proportion, comprising 19.6% of
respondents, reported listening to ZNBC Radio One once a week. Additionally, 22.8% of
respondents stated that they rarely listen to ZNBC Radio One. Meanwhile, 9.8% of
respondents reported never listening to ZNBC Radio One. Figure 1 shows the distribution

Several times a 26.1%

week

Rarely 22.8%

Once a week 19.6%

Never 9.8%

Daily 21.7%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%

Figure 1: How often do you listen to radio one

Figure 2 provides insights into the ZNBC Radio One programs that respondents have listened
to. The morning show stands out as the most widely listened-to program, with 41.3% of
respondents indicating that they have tuned in to this particular program. Following closely
behind is the midday news program, with 28.3% of respondents reporting that they have

26
listened to it. Moreover, the evening talk program garnered listenership from 16.3% of
respondents. A smaller proportion of respondents, comprising 9.8%, reported listening to the
afternoon drive program and interestingly, 4.3% of respondents indicated that they do not
listen to ZNBC Radio One at all.

Figure 2: Radio One programs

Respondents were asked about the level of engagement with ZNBC Radio, measured on a
scale of 1 to 5. The majority of respondents provided ratings indicating varying degrees of
engagement. A notable proportion, comprising 32.6% of respondents, rated ZNBC Radio
One as slightly engaging. Furthermore, 23.9% of respondents rated ZNBC Radio One as very
engaging and a noticeable 13.0% of respondents found ZNBC Radio One to be moderately
engaging. Conversely, 8.7% of respondents rated ZNBC Radio One as highly engaging while
on the other hand, 21.7% of respondents reported that they were not engaged with ZNBC
Radio One at all.

27
 23.9% 8.7% 13.0%

21.7%

32.6%

Highly engaging moderately engaging Not engaging

slightly engaging very engaging

Figure 3: level of engagement with ZNBC Radio one

Respondents were asked to rate the reach of ZNBC Radio One programs. The ratings were
categorised into five levels: Excellent, Good, Average, Poor, and Very poor. The majority of
respondents rated the reach of ZNBC Radio One programs positively. Specifically, 21.7% of
respondents rated the reach as Excellent while 32.6% of respondents rated the reach as Good.
Furthermore, 20.7% of respondents rated the reach as Average. About 16.3% of respondents
rated the reach as Poor while 8.7% of respondents rated the reach as Very poor.

35.00% 32.60%

30.00%

25.00%
21.70%
20.70%
20.00%
16.30%

15.00%

8.70%
10.00%

5.00%

0.00%
Excellent Good Average Poor Very poor

Figure 4: reach of ZNBC Radio One programs

28
4.3 Comprehensiveness and accuracy of the information provided by ZNBC
Radio One

Table 2 provides results pertaining to respondents' beliefs regarding whether ZNBC Radio
One provides comprehensive information about the causes of early marriages. Among the
respondents, 60.9% expressed a belief that ZNBC Radio One does indeed provide
comprehensive information about the causes of early marriages. On the other hand, 22.8% of
respondents answered negatively while 16.3% of respondents indicated uncertainty or
ambivalence, expressing unsureness about whether ZNBC Radio One provides
comprehensive information about the causes of early marriages.

Table 2: ZNBC Radio One provides comprehensive information

Frequency (n) Percent (%)

No 21 22.8

Yes 56 60.9

Unsure 15 16.3

Respondents were asked about their perceptions regarding the accuracy of the information
provided by ZNBC Radio One. The results showed that majority of respondents, comprising
44.6%, rated the information provided by ZNBC Radio One as somewhat accurate while
25.0% of respondents rated the information as Very accurate. A smaller proportion of
respondents, constituting 4.3%, rated the information as somewhat inaccurate. Furthermore,
5.4% of respondents rated the information as very inaccurate while 20.7% of respondents
rated the information as neutral.

29
Figure 5: Accuracy of the information provided by ZNBC Radio One

Among the respondents, 83.7% indicated that they have not encountered misinformation or
misconceptions while 16.3% of respondents reported that they have encountered
misinformation or misconceptions. Figure 6 shows the distribution.

16%

No
Yes

84%

Figure 6: misinformation or misconceptions

30
4.4 ZNBC Radio One's programs have influenced the knowledge, attitudes, and
behaviours of the community regarding early marriages.

Respondents were asked the extent to which they think ZNBC radio one’s programs have
influenced their knowledge about early marriage. Among the respondents, the largest
proportion, comprising 41.3%, indicated that they believe ZNBC Radio One's programs have
moderately influenced them. About 1 in 4 of the respondent (21.7%) of respondents reported
feeling significantly influenced by ZNBC Radio One's programs while on the other hand
19.57% of respondents stated that they feel slightly influenced by ZNBC Radio One's
programs. Lastly 17.39% of respondents indicated that they believe ZNBC Radio One's
programs have not influenced them at all.

Figure 7: ZNBC radio one’s programs have influenced their knowledge about early
marriage

The researcher then asked respondents if ZNBC radio one’s programs have influenced the
attitudes of the community towards early marriages. The provided data reveals that 56.5% of
respondents believe that ZNBC Radio One's programs have influenced their attitudes. This
indicates that more than half of the surveyed individuals perceive the radio station's content
as having an impact on shaping their attitudes. In contrast, 19.6% of respondents indicated
that they do not think ZNBC Radio One's programs have influenced their attitudes. This
suggests that approximately 1 in 5 respondents do not attribute any significant role to the
radio station's programming in shaping their attitudes. Moreover, about 1 in 4 respondents

31
(23.9%) reported feeling unsure about whether ZNBC Radio One's programs have influenced
their attitudes.

60.0% 56.5%

50.0%

40.0%

30.0%
23.9%
19.6%
20.0%

10.0%

0.0%
No Yes Unsure

Figure 8: ZNBC radio one’s programs have influenced the attitudes of the community
towards early marriages

Approximately 57.6% of respondents reported noticing changes in behaviours within the

community. Conversely, 14.1% of respondents stated that they have not noticed any changes
in behaviours within the community. Moreover, 28.3% of respondents expressed uncertainty,
stating that they are not sure whether there have been changes in behaviours within the

32
community.

Figure 9: changes in behaviors within the community

4.5 Summary.

The chapter has provided the findings of the study and the reach of Radio one in Nyimba
district was found to be relatively high and majority of the respondent indicated a change in
community behavior toward early marriages.

33
 CHAPTER 5: DISCUSSION OF FINDINGS
5.0 Introduction

The chapter will present the discussion of the findings. The study on ZNBC Radio One's
influence in Nyimba District regarding awareness of early marriages revealed several
important findings that reflect both the strengths and areas for improvement for the radio
station. The reach and engagement of ZNBC Radio One are notable, yet there were specific
distinctions in the audience's listening habits and perceptions that are crucial for
understanding the station's overall impact.

5.1 Reach and Engagement of ZNBC Radio One Programs

The listening habits of respondents demonstrated that ZNBC Radio One enjoys significant
regular listenership. A substantial portion of the population listens to the station multiple
times a week or even daily, indicating that ZNBC Radio One has established itself as a
trusted and habitual source of information for many. However, a significant minority listens
only occasionally or not at all. This variation in listening frequency suggests that while the
station has a solid core audience.

The popularity of specific programs, such as the morning show and midday news, highlights
the strategic importance of these time slots. These programs are the most listened to,
suggesting they are effective at attracting and retaining listeners. Consequently, they present
optimal opportunities for broadcasting critical information on early marriages. In contrast,
other programs like the afternoon drive and evening talk shows have less listenership,
indicating potential areas for content improvement to boost their attractiveness and
engagement.

Engagement levels with ZNBC Radio One vary among the respondents. While many find the
station engaging to some degree, a notable portion does not find it engaging at all. This split
implies that while ZNBC Radio One succeeds in capturing the interest of many, it fails to
engage a significant segment of its potential audience. This suggests that content may need to
be more varied or interactive to appeal to a broader range of listeners. Engaging content could
involve more interactive segments, audience participation, or addressing more diverse topics
that resonate with different demographics within the community.

34
5.2 Perception of Information Quality

When considering the reach of ZNBC Radio One's programs, the majority of respondents rate
it positively, implying that the station is accessible and its broadcasts are widespread.
However, a considerable minority views the reach as inadequate, indicating there are still
challenges in extending the station's influence and accessibility across the district. This
feedback suggests a need for ZNBC Radio One to explore ways to enhance its signal strength
or distribution methods to ensure broader coverage and penetration, especially in more
remote or underserved areas.

The perception of the comprehensiveness of the information provided by ZNBC Radio One
about early marriages is generally favourable. Most respondents believe that the station
provides comprehensive information on the causes of early marriages, indicating that the
station is viewed as a reliable source of detailed and relevant content. However, a significant
minority either disagrees or is unsure, highlighting the need for ZNBC Radio One to
continuously improve the depth and clarity of its reporting.

Similarly, the accuracy of the information provided by ZNBC Radio One on early marriage is
mostly rated positively, though a minority of respondents question its reliability. This
suggests that while the station is generally trusted, maintaining and improving accuracy
remains crucial. Ensuring factual correctness and providing clear, evidence-based
information can help to further build and retain trust among listeners. This might involve
fact-checking processes, corrections of any errors, and transparency about sources and
methodologies used in reporting.

5.3 Influence on Knowledge, Attitudes, and Behaviours

The influence of ZNBC Radio One on the community’s knowledge about early marriages is
significant but varied. Many respondents feel that their knowledge has been moderately
influenced by the station's programs, indicating that ZNBC Radio One plays a vital role in
educating the public about the causes and consequences of early marriages. However, there is
a notable portion of the population that feels only slightly influenced or not influenced at all.
This discrepancy suggests that while the station is effective to some extent, there is room for
enhancing its educational impact. More targeted and in-depth educational campaigns could be

35
beneficial, potentially involving collaborations with experts and organizations focused on
combating early marriages.

Attitudes towards early marriages within the community also appear to be influenced by
ZNBC Radio One, with a majority of respondents acknowledging this impact. This indicates
that the station's programming is successfully shaping public opinion and potentially
fostering a more critical view of early marriages. Nevertheless, a significant minority either
does not see an impact or remains unsure. This highlights the need for ZNBC Radio One to
intensify its efforts to not only inform but also persuade and mobilize public sentiment
against early marriages. Programs that focus on storytelling, personal testimonies, and
community discussions could be particularly effective in this regard.

Changes in community behaviours regarding early marriages were noticed by a majority of

respondents, suggesting that ZNBC Radio One's efforts are translating into real-world actions
and decisions. However, a notable portion of the population either does not perceive these
changes or is unsure, indicating that while progress is being made, it is not uniformly
recognized across the community. This feedback points to a need for more visible and
measurable community initiatives that can be directly linked to the information and advocacy
provided by ZNBC Radio One. Publicizing success stories, community projects, and
individual achievements related to reducing early marriages can help to make the impact
more tangible and widely acknowledged.

5.4 Summary

The chapter has provided the discussion of the findings of the study. Several outcomes were
noted; firstly, ZNBC Radio one has a big coverage in the district and respondents have
indicated that they receive early marriages content. Secondly, the results revealed that the
Radio station has influenced the respondent’s attitudes, perception and increased the level of
knowledge to some extent.

36
37
 CHAPTER 6: CONCLUSION AND RECOMMENDATION
6.0 Conclusion

In conclusion, the study on ZNBC Radio One's influence in Nyimba District regarding
awareness of early marriages reveals both significant strengths and areas requiring
improvement. The radio station enjoys substantial reach and regular engagement among a
large segment of the population, with popular programs such as the morning show and
midday news serving as key platforms for disseminating crucial information. However, the
varying levels of listenership and engagement across different time slots and programs
indicate opportunities for content enhancement to better capture and retain a broader
audience. The findings suggest that introducing more interactive and diverse content could
help engage the segment of the audience that currently finds the station less compelling.

The perception of ZNBC Radio One's information quality about early marriages is generally
positive, with many respondents rating the station's coverage and accuracy favorably.
Nonetheless, the existence of a considerable minority who view the reach and reliability of
the information as inadequate underscores the need for ongoing improvements. Enhancing
signal strength, expanding distribution, and continuously refining the depth and clarity of
reporting are essential steps for ZNBC Radio One to bolster its credibility and ensure
comprehensive coverage across Nyimba District. By maintaining a commitment to factual
accuracy and transparency, the station can further solidify its role as a trusted information
source.

Finally, the impact of ZNBC Radio One on community knowledge, attitudes, and behaviors
related to early marriages is notable but varied. While many respondents report increased
awareness and a shift in attitudes influenced by the station’s programming, there is a
significant portion of the community that remains less affected. This indicates the potential
for more targeted educational campaigns and persuasive programming to enhance the
station's impact. Fostering a deeper connection with the audience through storytelling,
personal testimonies, and community discussions can strengthen public sentiment against
early marriages. Additionally, highlighting and publicizing successful community initiatives
and individual achievements can make the station’s influence more visible and universally
recognized, ultimately contributing to the broader goal of reducing early marriages in the
district.

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6.1 Policy Recommendation

Based on the findings, it is recommended that ZNBC Radio One enhances its content strategy
to increase engagement and broaden its reach. To achieve this, the station should consider
diversifying its programming by incorporating more interactive segments and audience
participation opportunities. Programs could include live call-in shows, debates, and
discussions featuring experts and community members to address the issue of early marriages
from multiple perspectives. Additionally, ZNBC Radio One should explore broadcasting
content that resonates with different demographics, ensuring that the information is relevant
and appealing to a wider audience. Improving the content of less popular programs, like the
afternoon drive and evening talk shows, could also help in retaining listeners throughout the
day.

Furthermore, ZNBC Radio One should invest in expanding its signal strength and distribution
methods to ensure that its broadcasts reach the most remote and underserved areas of Nyimba
District. Collaboration with local organizations and community leaders can enhance the
station's credibility and help tailor its messaging to address specific community needs
effectively. Continuous training for journalists and broadcasters on delivering accurate,
evidence-based information will maintain and improve the station's reliability. By publicizing
success stories and community initiatives that result from their campaigns, ZNBC Radio One
can make its impact more tangible and widely recognized, fostering a stronger community
commitment to combating early marriages.

39
 References

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Schunk, D.H., 2012. Social Cognitive Theory. APA handbooks in psychology

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pp.1-11.

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 APPENDIX

Research Questionnaire: Impact of

ZNBC Radio One in Creating Awareness
on the Causes of Early Marriages
Introduction:

Am a student from Mulungushi University. Your responses will contribute to understanding

the effectiveness of ZNBC Radio One in creating awareness about the causes of early
marriages in Nyimba District. Please answer the following questions honestly and to the best
of your ability. Your responses will be kept confidential and used for research purposes only.
Thank you for participating in this survey

Section 1: Demographic Information

1. Gender:
[ ] Male
[ ] Female
2. Age:
[ ] 18-25years
[ ] 26-35 years
[ ] 36-45 years
[ ] 46-55 years
[ ] 56 and above
3. Education level:
[ ] No formal education
[ ] Primary education
[ ] Secondary education
[ ] Tertiary education
4. Occupation:

42
 [ ] Unemployed
[ ] Employed
[ ] Farmer
[ ] Student
[ ] Businessperson

Section 2: Evaluation of ZNBC Radio One Programs

5. How often do you listen to ZNBC Radio One?

[ ] Daily
[ ] Several times a week
[ ] Once a week
[ ] Rarely
[ ] Never
6. Which ZNBC Radio One programs have you listened to that discuss early marriages?
[ ] Morning Show
[ ] Midday News
[ ] Afternoon Drive
[ ] Evening Talk
Other (please specify): ______________________________________________
7. On a scale of 1 to 5, how engaging do you find the ZNBC Radio One programs
discussing early marriages? (1 being not engaging at all, 5 being highly engaging)

1 Not engaged at all

2 Slightly engaging
3 Moderately
engaging
4 Very engaging
5 Highly engaging

8. How would you rate the reach of ZNBC Radio One programs in Ndake Chiefdom
regarding early marriages?
[ ] Excellent
[ ] Good
[ ] Average

43
 [ ] Poor
[ ] Very poor

Section 3: Comprehensiveness and Accuracy of Information

9. Do you believe that ZNBC Radio One provides comprehensive information about the
causes of early marriages?
[ ] Yes
[ ] No
[ ] Unsure
10. How accurate do you find the information provided by ZNBC Radio One regarding
the causes and consequences of early marriages?
[ ] Very accurate
[ ] Somewhat accurate
[ ] Neutral
[ ] Somewhat inaccurate
[ ] Very inaccurate
11. Have you ever encountered misinformation or misconceptions about early marriages
through ZNBC Radio One?
[ ] Yes
[ ] No

Section 4: Influence of ZNBC Radio One Programs

12. To what extent do you think ZNBC Radio One's programs have influenced your
knowledge about early marriages?
[ ] Significantly influenced
[ ] Moderately influenced
[ ] Slightly influenced
[ ] Not influenced at all
13. Do you think ZNBC Radio One's programs have influenced the attitudes of the
community towards early marriages?
[ ] Yes
[ ] No
[ ] Unsure

44
14. Have you noticed any changes in behaviours within the community regarding early
marriages since listening to ZNBC Radio One's programs?
[ ] Yes
[ ] No
[ ] Not sure

THANK YOU FOR YOUR PARTICIPATION

45