Sada, a New Player in Development Communication: Reaching the Unreached in Afghanistan
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UDlversny or l~onn lexas SADA, A NEW PLAYER IN ,DEVELOPMENT Tn+~1"1~'h1"o-n:7T Aon COMMUNICATION: REACHING THE UNREACHED IN AFGHANISTAN ILLiad TN: ¥~~~~.~ 111111111111111I11I111111111111111111111 zen> > i:< oc.. "tI Corinne L Shefner-Rogers §' CD:r o 0 III l;iZ;tU -r: o 0 3c .. ::I ....,,0 Arvind Singhal r- " (i' .. IC (i' ac a e: :"'0; :: - "tI::r- 33 Ami Sengupta z S' -11I11I iD c: III ::!::I ,::0.\0 C rr 11I:--1 :::J- ea'o::e Esther Long - '< - >C CD -.-I III "tI (I) C .. III.... (I) :0' CD =3 (I) .., III ::r @a: ..). 1 e- - :'10) o:::t.(1) :L:-m-:.. u; 0 .. iir "We can't bring and ensure the security in the region by police or the --. :r .. :'! c.-Cii ?-; :" cE iCH-( .. :f 0(1)(') c:UI ::r .. ;!'J,X national army. Instead it is education and use of the latest and modern ----'GO),.- IC <CD:::JOcc :::I. :::JC CD 3 ...!: .Ie: 'a. c.- CDc::::J CD!'! c.- o Z'N' technologies which lights our society and helps us to bring a sustainable III :::J =,U) '< --u :::J N 0 . -10' peace and stability in our war-torn country of Afghanistan. We need -III .g Iii CD 0.... ..,c: - '0 __:1 31\)' :::J < c:5: .. to educate our people and need to eliminate the ignorance as soon as :cn. en (I):::Jen !!!. wecan." . -:en: CD :::Ja.::r IC- _C:J': 0 =(»,; iii .... - Mr. Hedayat, F~rmer Ministry of Education Director :::J C:;!X1 0. a. IC 0-(1) - Z i: for Nangarhar Province. 0 3 ::r.., 'L :" 3:b '" c:,o ..., 0 zh III :::JOIC "C -':::J (I) c\, iii 0 3 n the Gardez District of Paktia Province in Afghanistan, a group of women '< @- cc_. -!II.., III CD !II -. en :::J who lined up to cast their ballot in a voting booth, described themselves on iii' gill}> - ., a. I the day of the parliamentary election, September 18,2005, as a happy "army III 5' ofblue chadars (veils)". After listening to several hours of engaging programmes (0. or :t> o.nthe novel Sada digital audio device, these women knew that they had the right to vote, and understood what to look for in a good parliamentary candidate >'11 O1::iCCcn !:i(");i: 0 (Focus Group Discussion, Gardez District, October 16,2005). Some women said .. III O_C-:::J::2' !::2';1II b III -)( 0(1).., -.-. n = that the Sadamade them "brave, and able to talk to others and encourage others .. "'11I <-a n, III I:!: ;1!= C'=-<!CD-aCiI-' 0, iai=.' to register to vote and participate in the election". Respondents from focus group ....co- UI ,CD, 0 m03--.::I discussions in several provinces shared their enthusiasm for the Sada, and were "'.... _-<! .:<ea rr ::! COOl. --- "T:I! especially happy that they could "use God's sunshine" to recharge the Sada's ....""-1 r-mQ.fr ::c o -. 0 I' -I Q. !; ::c batteries because'most families did not have the 15 Afghanis (U.S.$0.30)to ";-J iii' "tI (I) CiJ ,m, COOl .., -)( repeatedly buy batteries. The Sadaconnected these poor, remote Afghan women (,) (,)'" o g: to their country's political future. ""-1""-1 ,<(I):t>11 III"- (1) - <§' m (1) "tI (I):::J III 'Development follows exposure to communication media and is the result _ !II 0 of interpersonal communication about the media nussage(Rogers, 1995), These new small media technologies provide cha~nels for exposure to communication messages, encourage interpersonal communication abo.ut themessages,andengageparticipantsin thedevelopmentprocess.' . The impact of new information and communication technologies(lCTh), on development has been a topic of extensive international debate, primarily focused on the Internet and reducing the digital divide (UN/ITO,2003/2005). For NGO programme planners in Afghanistan, the ability to infonn underserved and illiterate or low-literate .audiences in order to change knowledge, attitudes, au ; 61 TheJournalof DevelopmentCommunication Sada.ANewPlayerInDevelopmentCOmmunlcal~n: . ReachIng /he Unreached In AlghanlsJan and behaviours, is limited by the lack of mass media and Internet penetration. of the Pinochet regime in Chile in the 19708and 1980s,were recorded on VHS Although the number of private television and radio stations, and plint . cassettes and distributed via religious and community groups (Gumucio Dagron, publications, has inqeased in Afghanistan since the fall of the Taliban in 2001, at 2001).3.. .. least one-third of the population remains without ac(:ess to any mass media . The proliferation of new small media, for example; cell phones with built- . (JEMB,2005). The very low literacy rate among Afghans further restricts the in cameras and fvIP-3record-and-play devices, provides new opportunities for channels .through which they can be reached with development information. development communication. Development follows exposure to communication In August 2005, Voice for Humanity, a U.S. non-profit humanitarian media and is the result of interpersonal communication about the media message organisation, distributed 41,000low-cost, battery-powered audio players, named (Rogers, 1995). These new small media technologies provide charinels for Sada1,to inform Afghans about the parliamentary election, and encouraging them exposure to communication messages; encourage interpersonal communicatiol\ to vote. This paper presents findings froman evaluation of the Sadatechnology about the messages, and engage participants in the development proceSs.. and its use in Ghazni and Takhar provinces of Afghanistan. First, we paint an . To more fully understand the role of the Sadadigital audio device in. historical backdrop of the field of development communication, especially Afghanistan, it may be useful to visit Afghanistan's recent sodo-political history, highlighting the role of small media in fostering social Change. Next, we provide as well as the status of its communication infrastructure. a snapShot ofthe political and communication contexts in Afghanistan, into which the Sadawas introduced. Finally,we present findings from the assessmentofthe The Emerging Democracy of Afghanistan Sadntechnologyand its uses, and discussthepotential ofthis smallmedia device to further national development goals. In October 2004, three years after the fundamentalist Taliban regime was overthrown by a U.s.-led coalition,Afghanistan held its first-everdemocratic The Role of Small Media in Mediating Social Change Presidential elections;over eight millionpeople voted, of whom more than 40 percent were women. The PresidentialelectionsII1<\rkedthe symbolicre-entry Smallmediais a rubric for non-mass media communication channels that are of women intoAfghan public life. .. participatory, public, and not controlled by state governments or large On September 18, 2005, Afghans went to the polls again, this time to elect corporations (Sreberny-Mohammadi& Mohammadi, 1994).2 Big media (e.g. Parliamentary and Provincial Council representatives. Voters cast ballots for satelliteand cabletelevision,national and regionalradio networks) aregenerally representatives of both the lower house of the national assembly, known as the state-run or privately owned and operated media. Small media may include Wolesi Jirga, and the provincial councils. More than 5,800 candidates, including freelocalnewspapers and newsletters,photocopies,videos and photos taken by 582 women, competed in the September elections. Approximately 1.6 million local citizens, CD/DVD and audiotape recordings, fax machines, computers new voters registered, adding to the 10.5 million who registered for the . (virtual space) available in public community venues, arid community radio and presidential elections in 2004 (USINFO, 2005). The candidates held campaign television channels. rallies, distributed posters and leaflets, and broadcasted qunpaign advertisements The distinction between "big" and "small" media is not tied to the on rad~o and television.4 These electoral processes contributed to a strong technology itself, but rather to the uses of the technology. Small media generally. foundation for the future of a democratic country. represent the "people's voice" Oankowski et al., 1992), and are used as a political Despite remarkable progress since 2001,many ofAfghanistan's social and forum, as a catalyst for emancipation and social change, and as a channel for economic indicators continue to be the worst,.or close to worst, in the world. cultural and religious expression. For example, in Eastern Europe and the Soviet Life expectancy is 46 years, and the total fertility rate is 7.4.5 Infant mortality is Union underground magazines and newssheets provided a counterpoint to the 165 deaths per 1,000live births. The under-five infant mortality rate is 237deaths highly censored state-run communication channels (Downing, 1984). In Iran, in per 1,000 live births, and maternal mortality is 1,600maternal deaths per 100,000 the late 1970s, followers of the then-exiled Ayatollah Khomeini utilised live births (UNICEF, 2006). Infectious diseases continue to constrain the ability mimeographed newspapers .and pre-recorded audiocassettes to disseminate his . of many Afghans to contribute to the rebuilding of their society. Many Afghan daily messages to the Iranian public. During his exile in France, Khomeini talked children, particularlygirls, do not haveaccesstoeducation.Thegrowth ofpoppy daily with his followers in Irari by telephone. Khomeini's daily sermons were so crops threatens the long-term stability of Afghanistan and undermines the effective in mobilising public opinion that the Shah was eventually overthrown, . legitimate economy.Afghanistan's ruined infrastructure continues to impede even though his government controlled the big media of television and. satellite- economic growth. Much work remainsto rebuild thecountry's socialfabricand basedtelecommunications(Singhal&Rogers,1989). ~astructure and chart a successfultransition to fulldemocraticself~ruIe. Public space as a small media channel for political discourse has been used throughoutthe worldto diffuseideasand ideologies.. In Nicaragua,citizens Afghanistan's Communication Context painted political slogans and messages on the walls of city streets (called pintas or wall graffiti) to call the public to rebel (Sreberny-Moharnmadi &Mohammadi, When the Taliban occupied Kabul in 1996, they banned all television and radio 1994). In Chile, Teleanalisis,news stories that demonstrated the repressive realities .