ASSESSING THE EFFICACY OF AUDIO MEDIA TECHNOLOGY IN ENHANCING FINANCIAL LITERACY KNOWLEDGE OF RADIO LISTENING CLUB MEMBERS. A CASE OF SELECTED RURAL COMMUNITIES IN WESTERN UGANDA

The principal aim of this study was to assess the efficacy of audio media technology (AMT) in theform of radio broadcasts and audio CDs in equipping Radio Listening Club Members (RLCMs) withfinancial literacy knowledge (FLK). Although audio media technology is acknowledged as the mostimportant medium for communicating with rural populations, it is not known whether it can assistRLCMs to increase their FLK. A total of 939 participants from Rwenzori region in western Ugandaparticipated in this study which involved a pre-test, an intervention, and a post-test experience.Pre-test analysis identified two cohorts, one cohort consisted of 157 members who were found withrelevant knowledge of financial literacy and the other cohort consisted of 782 members who werefound with low levels of knowledge even on the most basic aspects of financial literacy.