Assessing the Effectiveness of Community Radio in Promoting Voter Registration in Mufulira: A Case Study of Mafkeni Radio

This study assesses the effectiveness of Community Radio in Promoting Voter registration in Mufulira focusing on Mafkeni Radio on Mufulira District. In Zambia, low voter registration rates and limited civic engagement, particularly among youth and rural populations, present a challenge to inclusive democratic participation. The study employed a mixed-methods approach, comprising both qualitative and quantitative methods in collecting data from Mafkeni Radio staff and Electoral Commission of Zambia (ECZ) officials as well as the members of the public. The research examined three core areas: the reach of voter registration programs, messaging strategies employed, and the effect on voter registration behaviour. Findings reveal that Mafkeni Radio has significant reach among youth and urban listeners, largely due to strategic programming during peak listening times and the use of Bemba and English languages.

Messaging strategies, including jingles, talk shows, interviews, and interactive call-ins, were found to enhance clarity, cultural relevance, and listener engagement. Evidence from both interviews and questionnaires indicates that the broadcasts positively influenced voter registration, motivating listeners to register and encourage others within their communities. Limitations were noted in reaching older populations, rural areas, and minority language speakers, as well as in program airtime and scheduling. The study concludes that Mafkeni Radio serves as an effective civic education tool and partner to the ECZ, promoting democratic participation. The implications of the study include increasing program airtime, diversifying language use, strengthening collaboration with the ECZ, expanding interactive platforms, and sustaining civic education beyond registration periods.