A radio drama’s effects on attitudes toward early and forced marriage: Results from a field experiment in Rural Tanzania
Outcomes: Child, Early, and Forced Marriage, Gender‑Based Violence
View SourceKey Social Norms Take-aways This study examines how entertainment-education can shift attitudes and perceived social norms related to early and forced marriage. Although it does not use formal social norms measurement tools, it assesses perceived descriptive norms (what others do) and injunctive norms (what others approve of) through attitudinal questions about peer and family expectations. The study finds that exposure to the radio drama Msichana Mdogo significantly reduced the perceived acceptability of early marriage and improved beliefs about girls’ agency and rights. The greatest effects were among girls aged 12–16 and those who discussed the program with others, indicating that peer discussion may play a role in norm diffusion. While the intervention primarily influenced attitudes and perceived norms, not direct behavior, it shows that well-designed narratives can challenge harmful gender norms and catalyze critical reflection within communities.
Objectives To evaluate the impact of a serialized radio drama (Msichana Mdogo) on Tanzanian adolescents’ attitudes toward early and forced marriage and gender equity.
Methods The study employed a randomized field experiment with 837 adolescents aged 12–19 in four Tanzanian regions. Participants were randomly assigned to either a treatment group (listened to Msichana Mdogo) or a control group (listened to a neutral drama). Participants listened to 20 episodes over ten weeks. Pre- and post-intervention surveys assessed changes in attitudes, beliefs, and perceived norms related to early marriage, education, and gender roles.
Intervention Details Msichana Mdogo is a 20-episode radio drama designed using entertainment-education principles and formative research. It features a strong female lead navigating challenges related to school, family pressure, and forced marriage. The narrative is intended to build identification with characters, provoke emotional engagement, and promote critical thinking. Listeners were encouraged to discuss the episodes with peers and caregivers.
Results The radio drama significantly reduced agreement with statements supporting early and forced marriage. Treatment group participants were more likely to express disapproval of marrying girls under 18, more supportive of girls’ education, and more skeptical of the idea that family honor depends on early marriage. Effects were strongest among younger adolescents (12–16) and among those who reported discussing the show. Girls in the treatment group also reported greater willingness to challenge family expectations.
Conclusions Entertainment-education can shift attitudes and perceived norms around early and forced marriage. Narrative formats that foster identification and dialogue are promising tools for gender norms change, particularly when tailored to younger adolescents and paired with discussion-based engagement.
Disclaimer: These summaries were generated with the assistance of artificial intelligence and are based on the interpretation of source documents. While efforts have been made to ensure accuracy and clarity, there may be errors or omissions. Users are encouraged to consult the original documents for complete and authoritative information.