Influence of Community Radio Coverage on Audience Attitudes, Perceptions and Behaviour Related to Climate Change: Evidence from Radio Lake Victoria

Abstract

This study examines how community radio’s climate change coverage influences audience attitudes, perceptions, and behaviours, using Radio Lake Victoria as a case study. Climate change poses a significant threat in Kenya, and reaching rural communities with accurate information remains a critical challenge. The study investigates whether broadcast content in community radio stations raises awareness, enhances understanding of climate risks, and encourages the adoption of adaptive behaviours. A descriptive survey design with a mixed-methods approach was employed, combining in-depth qualitative interviews and quantitative questionnaires. Probability sampling selected 396 households in Nyando Sub-County based on Yamane’s (1967) formula, while a census approach included all 20 editorial staff members of the radio station. Quantitative data were coded and analysed using SPSS Version 25, while qualitative interview data were transcribed and organised into themes and subthemes aligned with the study objectives. Findings indicate that community radio significantly shapes how audiences perceive and interpret climate risks. Community radio enhances understanding of local climate impacts and motivates adaptive behaviours, including climate-smart agriculture, flood preparedness, and environmental conservation. The results support agenda-setting and framing theories, showing that frequent, well-structured broadcasts influence what audiences consider important and how they interpret climate information. The framing of climate issues through clarity, relevance, and presenter credibility strongly affects listeners’ willingness to adopt adaptive behaviours. The study addresses a gap in understanding the role of community radio in shaping local responses to climate-related challenges in Kenya and contributes to the underexplored intersection of agenda-setting and framing in community-based climate communication.