Assessing the Effectiveness of Radio in Promoting Information Literacy on Governance: A Case Study of Radio Phoenix

The role of electronic media in promoting information literacy on governance remains underexplored in Sub-Saharan Africa. In Zambia, where radio is one of the most accessible and trusted platforms, its potential to enhance governance literacy and civic participation warrants attention. This study assessed the effectiveness of Radio Phoenix in Lusaka, Zambia This was a convergent parallel mixed-methods design, combining questionnaires with in-depth interviews of CSO experts, Radio Phoenix staff and listeners. Data were analyzed both statistically and thematically, with triangulation offering insights into how the station disseminates governance information, engages audiences, and reflects media practitioners’ perspectives. Findings showed that although FM radio was widely accessed (89.6%), engagement with Radio Phoenix was low, with only 19.8% tuning in daily and less than (40.6%) participating in interactive programs. Strengthening participatory mechanisms such as call-ins, SMS, and social media is therefore essential to increase civic engagement. Access to governance content was also low (15.6%), with many listeners finding the topics overly technical. Simplifying content and linking it to trending issues would help make programming more inclusive and appealing. Finally, while trust in the station appeared high, concerns about credibility, language barriers, and age-related differences in content preferences revealed gaps in inclusivity. To address these, Radio Phoenix should adopt transparent editorial policies, collaborate with fact-checking organizations, and expand into digital platforms like Facebook, Instagram, and podcasts to reach wider and younger audiences. Radio has strong potential to strengthen civic participation. It is important to improve accessibility, simplify content, and increase audience engagement to be effective at promoting governance information literacy.