Editorial policy and uptake of climate-change adaptation messages to smallholder farmers in Nyando and West Nyakach, Kisumu County

Abstract

Climate change poses significant challenges to smallholder farmers whose livelihoods depend on rain-fed agriculture. In Nyando and West Nyakach Sub-counties, Kisumu County, recurrent floods, droughts and erratic rainfall increase the need for timely and accessible climate-change adaptation information. This study examined the influence of radio stations’ editorial policies on the selection, production and dissemination of climate-change adaptation content among smallholder farmers. Guided by Agenda-Setting Theory, the study adopted a convergent mixed-methods design. Five radio stations—Radio Nam Lolwe, Radio Ramogi, Jowi, KBC-Mayienga and Radio Lake Victoria—were purposively selected from ten stations serving the study area, while 397 smallholder farmers were selected using simple random sampling based on Yamane’s formula. Data were collected using questionnaires, focus group discussions, key informant interviews and Photovoice, and analyzed using descriptive and inferential statistics in SPSS version 26 and thematic analysis. The findings showed high radio access and exposure: 91.8% of farmers reported regular access to radio, while 95.8% had heard climate- or weather-related programming during the month preceding the survey. However, exposure did not consistently translate into effective utilization. Farmers’ responses indicated that message relevance, language, credibility, localization, timing and opportunities for audience interaction shaped the perceived usefulness and uptake of climate-change adaptation information. Qualitative findings further showed that editorial decisions concerning issue selection, source verification, framing, language and programme production influenced how technical climate information was translated into broadcast content. The study recommends strengthening editorial guidelines, technical verification and collaboration between radio stations, meteorological and agricultural institutions, while prioritizing localized, credible, understandable and audience-responsive climate-change adaptation programming.