Understanding audiences in the Pacific: media and communication in Samoa

Understanding audiences in the Pacific

"Understanding Audiences and the Role of Media and Communication in Samoa" is described as a mixed-method research project that explores how people in Samoa access media, how they use it, and what formats they prefer. It also examines the broader role of key media and communication channels in Samoan society, looking at how these channels support information sharing, public debate, and community life.

Project focus

The project combines qualitative and quantitative approaches to build a fuller picture of Samoan media audiences, including their habits, motivations, and trust in different platforms. It highlights how communication practices are shaped by local culture and social structures, and how media can respond to these patterns.

Media access and usage

The research looks at which media platforms are most available to Samoan audiences and how often people use them in everyday life. It considers factors such as technological access, language, and content type, as well as informal communication networks that complement formal media.

Preferences and expectations

A key theme of the project is media preference: which channels audiences choose for news, education, entertainment, and community information. The study pays attention to how audiences assess credibility, relevance, and cultural resonance in the content they consume.

Role of media and communication

The project underlines the role of media and communication in supporting informed decision-making, social cohesion, and participation in public life in Samoa. It also points to opportunities and challenges for media actors working to engage diverse audiences while respecting cultural norms.

"Understanding Audiences and the Role of Media and Communication in Samoa" is a mixed-method research project that showcases the media access, usage, and preferences of Samoans, and the role of key ...

Author’s summary

This project explores how Samoans access and use media, what formats they value most, and how key communication channels shape public life and cultural interaction in the Pacific context.

BBC — 2025-11-29