Community Interactions In Entertainment Education Radio Programs: Results of a Content Analysis

Theoretical Background and research questions/hypothesis: Entertainment Education (EE) strategies, commonly found in serial dramas in developing countries, are being increasingly implemented in the US. EE is especially promising for audiences, such as immigrant groups, not easily reached by health communications. A critical feature of EE methodology is connecting the audience to local community resources (Bandura, 2003). Typically an episode ends with an epilogue that provides information audiences can use to act upon intentions resulting from the program. We produced two radio dramas that were each 32 episodes to promote unintended pregnancy prevention among women ages 18-30.  Queen Street was aimed at African American women, while La Noche Te Da Sorpresas was aimed at Latinas. The main messages for both programs focused on the positive benefits of family planning; finding the best birth control option; birth control related community resources; and unintended pregnancy as an adult (not just adolescent) issue. The dramas were broadcast on radio stations across the state, often as part of a radio ‘talk show’ which included interviews with guests and on-air calls from listeners.  Although each episode contained an epilogue, connecting listeners to the community was extended by the talk show.

Methods: EE scholars recommend analysis of audience letters, emails and telephone calls to enhance understanding of program effects (Singhal & Rogers, 2003). We analyzed content of the talk show portions of the programs as a way to 1) assess whether the main messages of the radio serial were reinforced; 2) assess whether episode-specific objectives were emphasized; 3) better understand community response to the program; 4) better understand community attitudes and beliefs about unintended pregnancy; and 5) draw conclusions about the strengths and challenges of combining the radio serial with a live talk show. Transcriptions of recordings of the talk portion of the radio serials, including listener calls, underwent content analysis.  A total of 1,594 pages of transcripts from La Noche and 1,007 pages from Queen Street were analyzed. Trained coders worked from a codebook designed to identify program content related to the four goals above.

Results: Coders identified 1,156 references to the serial storyline and 12 references to the website in transcripts of 74 Queen Street broadcasts. Transcripts from 121 La Noche broadcasts included 718 references to the storyline, and 219 references to the message that unintended pregnancy is an adult issue.  Episode-specific objectives were met in most cases across all radio stations.  Caller enthusiasm demonstrated community excitement about the radio serial, especially in the Latino community.  The transcripts revealed community narratives about unintended pregnancy

Conclusions: The talk show narratives of the radio programs complemented the stories in communicating the desired messages, while connecting listeners to experts and the community resources they discussed. 

Implications for research and/or practice: Although challenges to using the drama within a talk show format include time, expense, quality control of messages, and logistical issues, the benefits are strengthening the messages and highlighting community resources.