Perception of sustainable development communication messages in rural areas : a study by socio-professional category in the Kutu territory, Democratic Republic of the Congo

Abstract

This empirical research analyzes the perception of messages regarding sustainable development in the Kutu territory of the Democratic Republic of Congo. Conducted within the fields of sustainable development, information, and communication, the study primarily aims to evaluate how various socio-professional groups perceive, understand, and apply messages related to sustainable development. A mixed-methods approach—combining quantitative methods (chi-square tests and descriptive statistics) with qualitative methods (thematic analysis)—was employed, involving 500 respondents comprising farmers, fishers, traders, teachers, administrative staff, and students.

The results demonstrate a relashionship between socioprofessional factors and perception (chi-square wuth p<0,001) ; however, the association is weak (Cramér’s V is 0,7).This empirical research fills a gap in literature regarding the varying perceptions of sustainable development messages across socio-professional groups in rural areas by generating original data from the Kutu territory. This study recommends tailoring communication content to the socio-professional realities of local populations, prioritizing local languages, and strengthening  radio services.

Classification JEL : Q01, Q13, R11, D83, Q13

Paper type: Empirical Research