EXPLORING FACTORS AFFECTING THE USE OF MASS MEDIA IN DISASTER MANAGEMENT BY RURAL COMMUNITIES: THE CASE STUDY OF TRADITIONAL AUTHORITY LIKOSWE, CHIRADZULU DISTRICT

The project investigated the factors influencing the use of mass media in disaster management within rural communities, specifically in Traditional Authority Likoswe, Chiradzulu District, Malawi. It aimed to determine how rural communities access and utilize mass media, identify barriers hindering its effective use, and evaluate the overall effectiveness of mass media in disaster management. The study addressed the digital divide and social inequalities that affect vulnerable communities' access to vital information during disasters. By employing a mixedmethod approach, including surveys and interviews, the research gathered both quantitative and qualitative data to provide comprehensive insights. The findings will inform policymakers, disaster management organizations, and community leaders, ultimately contributing to improved disaster preparedness and response strategies that are inclusive and effective in reducing vulnerabilities and enhancing community resilience.

The project investigated the factors influencing the use of mass media in disaster management within rural communities, specifically in Traditional Authority Likoswe, Chiradzulu District, Malawi. It aimed to determine how rural communities access and utilize mass media, identify barriers hindering its effective use, and evaluate the overall effectiveness of mass media in disaster management. By employing a mixedmethod approach, including surveys and interviews, the research gathered both quantitative and qualitative data to provide comprehensive insights. The findings will inform policymakers, disaster management organizations, and community leaders, ultimately contributing to improved disaster preparedness and response strategies that are inclusive and effective in reducing vulnerabilities and enhancing community resilience.

The study was conducted in Chiradzulu District, located in the southern region of Malawi. The district has a population of 356,875 people and a population density of 469 people per square kilometer, covering a total area of 767 km2. Traditional Authority Likoswe, where the study focused, has a population of 68,321 (NSO, 2018). This area is particularly relevant due to its vulnerability to natural disasters, including Tropical Cyclones Ana, Gombe, Idai, and Freddy, which resulted in significant losses of lives, animals, and properties. The frequent occurrence of these disasters makes T/A Likoswe an ideal location to investigate the factors affecting mass media usage for disaster management in rural communities.

Traditional authority: TA Likoswe

District: Chiradzulu

Coordinates: -15.8038, 35.1596