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What is Grassroots Communications

Chapter 17
Handbook of Research on Women's Issues and Rights in the Developing World
This is communication strategies developed for mobilization and sensitization in the grassroots (localities often viewed as the rural and agricultural zones of a country). Grassroots is equally used to refer to the totality of people living in the rural areas of a country, as a socio-economic or political force. Viewed from this angle, grassroots communication is seen as emanating from rural communities and aiming at advocating specific issues. It therefore occurs when, for payment and on behalf of a client or employer, individuals (particularly civil society organizations) appeal to rural communities to communicate with public office holders about an important/vital topic, through such means as advertisements, websites, organization of a letter writing campaign, or through social media tools such as (but not limited to) Facebook or Twitter.
Published in Chapter:
Advocating the Woman Affirmative Action and Women Empowerment in Rural Cross River State of Nigeria: The Role of the Civil Society and the Media
Endong Floribert Patrick Calvain (University of Calabar, Nigeria)
Copyright: © 2018 |Pages: 16
DOI: 10.4018/978-1-5225-3018-3.ch017
Abstract
Most media initiatives (particularly radio and television programs) bordering on women empowerment and the woman affirmative action tend to give less attention to the rural woman to the advantage of her urban counterpart who, to a high extent is already abreast of the feminist concept. This more or less “accidental” discrimination is causing the grassroots women to stay somewhat in ignorance and to further be victimized by the viscous patriarchal system which prevails in traditional circles. Based on a documentary analysis and semi structured interviews with experts, this chapter explores the role of the local media and the civil society in the sensitization of the rural woman towards emancipation and socio-economic empowerment in Cross River State of Nigeria. The chapter equally assesses the effectiveness of the advocacy strategies employed by local media houses and NGOs for such purposes. It assesses civil society's use of the media for the women affirmative action in rural Cross River State of Nigeria as well as the local media potential to push this affirmative action in the grassroots.
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