Narrative media interventions influence efficacy beliefs, social norms, and choice of behavioral options: A field experiment in Burkina Faso

Abstract

Narrative media interventions in the form of edutainment are increasingly used to change behaviors, social norms, and attitudes. The present study examines the effects of a narrative intervention using role models on efficacy beliefs, behavioral options, social norms, and attitudes. I utilize data from a cluster randomized controlled trial with two arms (treatment vs. control) conducted in 132 villages in Burkina Faso ( N = 2,904 participants). Randomly selected participants in intervention villages participated in group listening sessions of a radio drama over 3 months. Compared to a business-as-usual control, the narrative intervention increased self- and collective efficacy beliefs to bring about social change, and influenced endorsement of behavioral options to fight corruption. The intervention also reduced the perception that reporting corruption is viewed as dangerous by the community. The findings contribute to the literature on narrative media interventions and social modeling of action.