Jacob, J.U.-U., American University of Nigeria, Nigeria
This paper examines the nature and impacts of two intervention radio programmes broadcast on Radio Okapi - the radio service of the UN mission in the Democratic Republic of Congo (MONUC) managed by the Swiss-based Hirondelle Foundation. A matched randomized rechnique was used to assign Rwandan Hutus and Congolese autochthons in South Kivu province to listen to one of the two programmes within their naturalistic contexts for thirteen months. Autochthon control groups listened to Gutahuka, while Hutu control groups listened to Dialogue Entre Congolais. At the end of the treatment, participants' perceptions of barriers to peace, descriptive and prescriptive interventions; victimhood and villainy; opportunities for personal development and civic engagement were assessed in sixteen focus groups across four towns. Two critical findings have emerged from the study: first, hate contents are not only ones that are overtly hateful - messages targeted at specific groups for the purpose of achieving behavioural change can lead to alienation and hostility towards the target group by non-target groups exposed to the messages; second, contextually associated individuals or social groups do not always have homogenous interpretation of media messages. At the core of audience engagement and interpretation is the idealogical orientation of messages that audiences are exposed to and how such messages interact with local epistemes including historical and subjective realities. The paper concludes that media intervention contents that purvey a narrative without first understanding how it interacts with other epistemic narratives and metaphors on ground, run the risk of deepening rifts between groups and escalating the conflict. © 2014 School of Humanities & Social Sciences, The University of New South Wales