Entertainment Education and Social Change The Communicative Dynamics of Social Capital*

Abstract

This study explored processes of social change initiated by an entertainment education radio programme in India, Taru, which led to certain socially desirable effects in four villages in Bihar state. Data was collected primarily in the form of in-depth individual and focus group interviews, participant observation, and the design and implementation of a participatory theatre production by the respondents. We discovered that a media programme facilitates social change by stimulating the development of social capital in communities. Social capital was displayed through the development of: (a) relationships based on trust; (b) norms of reciprocity; and (c) communication networks. The existence of social capital contributed to educational programmes for lower-caste children, the improvement of community health, the stopping of a number of child marriages, and the promotion of gender equality. We also discovered, however, that social capital can initiate forces of both support and resistance towards social change. Furthermore, negative social capital may contribute to excluding certain people from participation in pro-social action, restricting individual freedom, placing excessive demands on group members, and downward levelling norms.

Promoting Organ Donation Through an Entertainment— Education TV Program in Korea

“…Therefore, the study results can only be interpreted with careful consideration. Third, the decision for organ donation may be affected by a variety of other variables such as family structure, conversation with family members, self-efficacy, and so on, 23 which also need to be taken into consideration in future studies. Fourth, time factor in recall of messages should have been considered.…”

The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign

“…Due to male dominance in Egypt, it created ‘bounded empowerment’ in which women’s empowerment was bounded or conditioned with overcoming male dominance and prevalent stereotypes (Gill & Ganesh, 2007). Thus, male celebrities and public figures were pivotal for bringing attention to women’s empowerment and promoting a supportive community that could limit/challenge the influence of other non-supportive men (dominant group) (Singhal et al, 2006). For example, Zap Tharwat, the rapper, presented women in the video in a meaningful role, portraying perseverance, used a gender-free name to avoid counterarguments and helped shatter stereotypes.…”

Communicating Safe Motherhood: Strategic Messaging in a Globalized World

“…The 52-episode soap opera was broadcast once a week over the period of 1 year and was addressed to rural men and women living in Bihar and also to three other states, Jharkand, Madhya Pradesh, and Chattisgarh, which together constitute a population (Singhal, Sharma, Papa, & Witte, 2004). An excerpt from a research paper authored by researchers from Ohio University who conducted program evaluations for this project details the story line of Taru and reflects how social messages are incorporated in the radio serial drama format (Singhal et al, 2006) (see Appendix 1).…”