MASS MEDIA AND SOCIAL CHANGE: CAN WE USE TELEVISION TO FIGHT POVERTY?

Eliana La Ferrara

114 citations0/0 files storedJournal of the European Economic Association

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Media Influence and Health Media Influence and Politics Economic Growth and Development

Abstract

This paper explores the potential use of entertainment media programs for achieving development goals. I propose a simple framework for interpreting media effects that hinges on three channels: (i) information provision, (ii) role modeling and preference change, and (iii) time use. I then review the existing evidence on how exposure to commercial television and radio affects outcomes such as fertility preferences, gender norms, education, migration, and social capital. I complement these individual country studies with cross-country evidence from Africa and with a more in-depth analysis for Nigeria, using the Demographic Health Surveys. I then consider the potential educational role of entertainment media, starting with a discussion of the psychological underpinnings and then reviewing recent rigorous evaluations of edutainment programs. I conclude by highlighting open questions and avenues for future research.

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References

1999Self-Efficacy: The Exercise of Control 2000Bowling alone: the collapse and revival of American community 1978Social Learning Theory.1997Self-efficacy: the exercise of control 2000Bowling alone 2012Soap Operas and Fertility: Evidence from Brazil 2008Toward a Theory of Entertainment Persuasion: Explaining the Persuasive Effects of Entertainment-Education Messages 2013Financial Literacy, Financial Education, and Economic Outcomes

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