Assessing the effectiveness of private electronic media in social change: A case study of promoting household food security in Kitwe Zambia

This study examines the role of private electronic media in promoting household food security in Kitwe District, focusing on the types of news disseminated, the motivations behind media content choices, and the challenges encountered in covering socially relevant topics. The specific objectives include: (i) to investigate the types of news that private electronic media disseminates in Kitwe District, (ii) to examine why that type of news is prioritized, and (iii) to identify challenges faced by media in reporting on household food security. Data were collected from 50 households and 20 media stakeholders using a structured questionnaire and in-depth interviews, allowing for both quantitative and qualitative insights. Descriptive statistics reveal that 50% of households primarily access news through radio, while 20% prefer television, highlighting the dominant role of traditional media. However, coverage of food security is limited, with 40% of stakeholders reporting only occasional coverage on this topic. Analysis also shows that 28% of media professionals cite financial constraints and 25% identify limited expertise as major barriers to covering food security comprehensively. Thematic analysis underscores that entertainment and political news often overshadow food security content due to perceived low audience interest. Recommendations include enhancing partnerships with NGOs and government agencies to provide resources and data, implementing community-centered programming, and offering specialized training for journalists on food security topics. This study provides critical insights into the role of private electronic media in fostering social change, with implications for increasing public awareness and action toward improving household food security in Kitwe District.