Entertainment-education and social change: An analysis of parasocial interaction, social learning, collective efficacy, and paradoxical communication

M. J. Papa, A. Singhal, S. Law, S. Pant, S. Sood, E. M. Rogers, C. L. Shefner-Rogers

Research output: Contribution to journalArticlepeer-review

161 Scopus citations

Abstract

Most past studies of entertainment-education programs have not provided an adequate theoretical explanation of the process through which community members enact system-level changes as a result of exposure to entertainment-education media messages. Here we study the effects of an entertainment-education radio soap opera by means of an observational case study in one Indian village. We investigate the paradoxes, contradictions, and audience members' struggles in the process of media-stimulated change, a process involving parasocial interaction, peer communication, and collective efficacy.

Original languageEnglish
Pages (from-to)31-55
Number of pages25
JournalJournal of Communication
Volume50
Issue number4
DOIs
StatePublished - 2000
Externally publishedYes

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