Media, by itself, may not be able to change deeply entrenched community norms. However, print features, radio programs, television documentaries, mobile media products and online media outputs (i.e. blogs, wikis, podcasts, etc.) can provoke and sustain dialogues that lead to positive change. Media can influence and challenge what people consider normal and acceptable. Accurate, well-informed and insightful stories can inspire community members to make changes in their lives, and motivate policy makers to consider public reaction while forming public policy and laws.

Media also gives audiences the facts and an understanding of context to help them make informed decisions, understand policies and initiatives and interact effectively with the institutions and systems that shape their realities, their lives and their times.

Media has the power to determine how society views women and the multiple roles they play in their communities. Local radio, in particular, can be used to engage, convince and inspire communities to seek justice, respect and equality. Combining radio with mobile phones, for example, creates the ability to engage in two-way communication, allowing radio to “be/carry/give voice”.