How we responded to our research challenge

We conducted a face-to-face, nationally representative survey, to understand the youth media information ecosystem and civic engagement and to generate a national picture of the issues.

We followed up the survey with some qualitative work, conducted face to face and online. For this study we talked to young people and other stakeholders – including parents and community gatekeepers - to contextualise and validate the quantitative data.

Our research tools were carefully attuned to the context and sensitivities about discussing these issues. We moved any questions that might be sensitive to the back of the survey, and we used role-storming and projective techniques in the focus group discussions to encourage people to speak up.

We commissioned a study to help us understand young people’s digital information ecosystems, using an artificial intelligence (AI) machine learning semiotics study (the Discover AI platform and Accelerate Drivers model) with more than 100 online sources to identify different youth archetypes.  There were two dominant groups that emerged – ‘transparency seekers’ and ‘political micro-activists'. We felt that these groups were more likely to talk and discuss these sensitive issues, so we conducted more qualitative research with these  groups to understand what they care about, and how they engage and behave with information online.

We also wanted to understand marginalised people, including those identifying as LGBTQI+, young people with disabilities, and people with limited access to the internet such as indigenous groups. To reach these people during COVID-19, when face-to-face research was difficult, we  set up a number of online community discussion groups through Facebook chat, and telephone interviews and remote focus group discussions using  Zoom - meeting people virtually in the way that they felt most comfortable.

How did we analyse and share the data?

We used data immersion and analysis workshops to reflect, analyse, triangulate and validate the data, before developing our reporting on emerging insights and trends.

Our research showed that young Cambodians have significant differences in their interests, capacity, and attitudes to civic engagement, and face different barriers. For this reason, a segmentation analysis – a process of dividing people into groups based on their similarities – was used to identify different groups of young Cambodians, based on their attitudes, actions, and discussion linked to civic participation and engagement. We used the survey data to split people into five segments with distinct media and communication needs, ranging from those who are disengaged and do not feel it is their place to be involved, to those who are actively participating in civic life.

Understanding the demographic composition of each segment – gender, sexual orientation, disability, location and so on – helped us to define each group’s communication needs, and so to support civic engagement.

How have the research insights been used?

The research insights contributed significantly to the framing and development of a project proposal for work on youth civic engagement, supported the development of the project Theory of Change, and are now being used by 主播大秀 Media Action’s project and production teams to support the design of media and communication outputs which are tailored to different target audiences.

For example, our new TV drama series “” has been designed to reach and engage young people from the ‘disadvantaged’, ‘unbothered’ and ‘motivated’ groups identified by the segmentation analysis. Our qualitative research has helped to provide rich detail on the lives and experiences of young people in Cambodia, so that storylines and characters in the drama reflect the reality of young people’s lives and frame content on civic engagement in a sensitive but engaging way.

We organized two virtual dissemination workshops to share and discuss the key research findings, and shared short summaries of key insights and data presented in infographics – useful to others in the sector, including NGOs and media partners, particularly during COVID-19 lockdowns.

What have we learned and what next?

As a researcher, it has been good to see how instrumental the research has been in informing the project approach, and how insights from the research have been used by the project and production teams. We have learned from trying new methods, and have been able to share this learning with other research teams in 主播大秀 Media Action.

Now our focus is turning to the evaluation of the project. Again, we are looking at what new and innovative approaches we can try, such as a/b testing of our digital media content to understand what works best in engaging youth audiences on social media, and online experimental research to test the impact of our digital content. We don’t want to stand still!

I’m also very proud that our efforts have been recognised by the ESOMAR Foundation. It is encouraging to see our work recognised internationally.

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主播大秀 Media Action's work in Cambodia has been awarded a Making A Difference Award by the , presented during the  in Toronto, 18-21 September 2022.

Learn more about our work in Cambodia - Sok San Family and Klahan9

Read the research summaries:

-        Understanding how young Cambodians (15-30 year olds) use media and information

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For more information, please contact Sao Vichheka, Research Manager, 主播大秀 Media Action Cambodia on sao.vichheka@kh.bbcmediaaction.org  

In Bangladesh, we found that while people are aware of the increasing frequency and severity of changes in the weather, they did not know how to respond. Measures such as diversifying crops, storing food and water for use in an emergency, working together to improve local infrastructure and finding new and more diverse ways of earning income are all steps which communities can take to help protect themselves.

This is where communication for development is at its most valuable: encouraging communities to work together to improve their preparedness for extreme weather events, and to improve their economic wellbeing.

We have now completed three series of a major reality television show aimed at doing just this. Amrai Pari (Together We Can Do It) visited communities in the most susceptible areas of the country as they work with their neighbours and, in some cases, with local government disaster management committees, to strengthen storm defences in fishing areas, make cyclone shelters child-friendly, grow new resilient crops or start new businesses. In this way, the programme inspired and informed people, providing an opportunity for communities to share their knowledge and work together to create something vital for their welfare and livelihood. Encouragingly, it has been equally popular amongst women and men across all three series.

Our research shows that it works: 78% of the audience of Amrai Pari felt it improved their understanding of how to cope with weather-related changes. Some 47% of Amrai Pari viewers said they had taken action as a result of watching the programme.

Further analysis has demonstrated that exposure to Amrai Pari was associated with increased self-confidence to take action, increased awareness of risk, increased knowledge, and an increase in talking with others about taking action. People who regularly watched Amrai Pari or saw associated public service announcements were more likely to take action than those who didn’t.

In Cambodia, our audiences are already experiencing the impacts of changes in the weather and the environment, particularly on their health and income. Eighty-one percent of respondents to our recent Cambodia Climate Asia survey feel these changes have affected their ability to earn money. With most people’s livelihoods dependent on land, it is concerning that half of those surveyed feel that agricultural production has decreased over the last decade, and three-quarters think the number of fish has declined.

Our climate TV show, Don’t Wait for Rain, is aimed at the audiences in Cambodia who are most vulnerable to climate change. The series showcases easily replicable and affordable techniques that people can use to protect themselves against the effects of extreme weather, such as flooding and drought. It also explores the reasons that may prevent people from planning for extreme weather in the first place, such as financial worries or a lack of confidence in trying something new.

In our survey, 37% of respondents said that they weren’t responding to climate change out of fear of discussing their actions with others, and 35% said that it didn’t fit with their religious beliefs or community culture.

We knew that building trust would be key in helping people adapt to new techniques, and that audiences would need to see people they could relate to in the show adapting these new techniques successfully to be encouraged to try it out for themselves. That’s why in each episode we pair up an ‘impact’ community struggling to cope with weather with local experts who have overcome climate challenges.

We are proud to say the show just won an award for “Best TV Feature on Climate Change” at the 4th Asia Pacific Broadcasting Union (ABU) Media Awards on Climate Change and Disaster Risk Reduction.

Our work extends beyond creating engaging, creative content and programmes to inform, educate and inspire our audiences. We also work with a range of civil society organisations and broadcast media partner organisations, to improve their understanding of the important role of media and communication in ensuring people can take effective action – both on their own and collectively.

For communities and countries already on the front lines of the global climate emergency, information, connections and innovation are all essential elements in helping prepare for disaster, and improving their ability to recover.