Communicating climate change and energy in rural Africa:

A case analysis to explain how participatory communication can support transition to renewables and adoption of solar technologies in rural Africa

Abstract

Over the last two decades, numerous initiatives have attempted to solve the problem of access to electricity in Africa by massively deploying renewable solar solutions to rural areas. In doing so, they are helping to redress the problem, yet struggling to convince rural stakeholders to accept and integrate solar systems. This article explores how energy initiatives can strategically employ communication models to ease transition, acceptance, and integration of renewable energy in rural Africa. Qualitative and quantitative research methods and tools such as surveys, in-depth interviews, and field observation, were used. These were collected and feedback analyzed from rural stakeholders on how communication shaped their understanding, acceptance, and integration of renewable solar energy in their local area. The results showed that the attitudes rural stakeholders generally show towards renewable solar technologies depend on the communication approach used to engage them. The results also revealed a range of symbiotic factors that can change public perception and acceptance of solar energy. One of them is including rural voices in the process of developing and delivering communication. The research results demonstrate that public engagement in energy initiatives is a very important way of encouraging acceptance. The results recommend energy communication scholarship use inclusive methods to try to understand what makes rural stakeholders shift their attitudes and beliefs. Finally, it is argued that grassroots innovations and community led renewable approaches are socially acceptable and inclusive and development projects and initiatives need to find better ways to offer rural stakeholders the ability to shape their own communications.