Nthanda, Jacqueline KakhobweKiilu, TommyGithiora, Barnabas2024-04-032024-04-032024Kakhobwe, N., Kiilu, T., & Githiora, B. (2024). Radio Listenership of Zokonda Amayi phone-in programme among women in rural Malawi: None. Journal of Applied Humanities and Social Sciences-ISSN 2791-1594, 3(1), 21-36.https://doi.org/10.35942/jahss.v3i1.12https://ir-library.ku.ac.ke/handle/123456789/27789ArticleHIV and AIDS and its stigma are continuing to inordinately affect many rural women between the ages of 18-64 despite various interventions by different players. Thisstudy’s objective was to assess radio listenership among disadvantaged pastoral women on the outskirts of Lilongwe District, in the central part of Malawi. A non-probability purposive sample of 384 women who listen to Zokonda Amayi phone-in radio programme which is featured on Malawi Broadcasting Corporation, the national and largest broadcasting station in the nation was targeted. The respondents were identified by publicizing the study through the village chiefs. Only female listeners who were intrigued in taking part registered for the survey. A mixed approach prototype was used to elucidate the aptness of phone-in radio programmes in elevating HIV and AIDS responsiveness in rural Malawian ladies as well as ascertaining the impact of Zokonda Amayi phone-in radio programme in combating the spread of HIV and AIDS. Data was assembled in a standardized fashion harnessing questionnaires, interviews and focus group discussions on the research subjects. Quantitative data was analyzed employing a software called Scientific Package for the Social Sciences (SPSS) whereas qualitative data was analyzed through thematic content analysis. The investigation revealed that the majority of respondents were youthful and enthusiastic about the programme. This study concluded that radio listenership among women is very high in the rural areas of Lilongwe District and that content on HIV and AIDS is very enlightening to the audience. The findings of this study clearly authenticate that Zokonda Amayi phone-in radio programme is fulfilling an important educational function in the lives of rural women in Lilongwe District who have low educational attainment. It is recommended, therefore, that Government and development partners should consider subsidizing radio sets so that many women in Lilongwe rural can listen to Zokonda Amayi phone-in radio programme in future. This will result in their empowerment through the information and education derived from Zokonda Amayi phone-in radio programme.enHIV and AIDSLilongweMalawi radio listenershipArticle