A Radio Drama's Effects on Attitudes Toward Early and Forced Marriage: Results From a Field Experiment in Rural Tanzania

Early and forced marriage (EFM) is an increasing focus of international organizations and local non-government organizations. This study assesses the extent to which attitudes and norms related to EFM can be changed by locally tailored media campaigns. A two-hour radio drama set in rural Tanzania was presented to Tanzanian villagers as part of a placebo-controlled experiment randomized at the village level. A random sample of 1200 villagers was interviewed at baseline and invited to a presentation of the radio drama, 83% of whom attended. 95% of baseline respondents were re-interviewed two weeks later, and 97% 15 months after that. The radio drama produced sizable and statistically significant effects on attitudes and perceived norms concerning forced marriage, which was the focus of the radio drama, as well as more general attitudes about gender equality. Fifteen months later, treatment effects diminished, but we continue to see evidence of EFM-related attitude change.

Title	A Radio Drama's Effects on Attitudes Toward Early and Forced Marriage: Results From a Field Experiment in Rural Tanzania
Creator	Rahmani, B.
	Groves, Dylan W.
	Montano, B.
	Green, D. P.
	Manda, C.
Publisher	Comparative Political Studies
Academic Department	Government & Law
Division	Social Sciences
Organization	Lafayette College
Date Issued	July 2023
Date Available	2024-01-10
Type	Article
Language	English
Keyword	media
	edutainment
	experimental research
	gender
	sexuality and politics
	African politics
Bibliographic Citation	Green, D. P., et al. (2023 July) "A Radio Drama's Effects on Attitudes Toward Early and Forced Marriage: Results From a Field Experiment in Rural Tanzania." Comparative Political Studies 56 (8): 1115-1155.
Standard Identifier	Handle 10385/k643b2794
Standard Identifier	DOI 10.1177/00104140221139385
Permalink	http://hdl.handle.net/10385/k643b2794
Rights Statement	In Copyright
Rights Holders	Green, D. P.
	Montano, B.
	Manda, C.
	Rahmani, B.
	Groves, Dylan W.