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How Mass Media Brings about Changes of Social Behavior in Developing Countries: A Case Study of the Radio Program Bhanchhin Aama in Nepal

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  • Leng, Mi

    (Shandong Youth University of Political Science, China)

Abstract

This article presents a case study that explores how mass media induces changes in social behavior in developing countries. The radio program, Bhanchhin Aama (“Mother Knows Best”) is a communication strategy applied within the the United States Agency for International Development-funded Suaahara (“Good Nutrition”) Project in Nepal. This project deploys an entertainment–education strategy and interpersonal communication to generate community-based discussions and foster society-wide changes in social behavior. The study data were compiled from relevant documents posted on official websites and from in-depth interviews conducted with program staff and audiences. The analysis revealed that the radio program’s communication strategy has significantly contributed to transforming the development communication paradigm from being top-down to becoming bottom-up, which is more effective for inducing social behavioral changes

Suggested Citation

  • Leng, Mi, 2023. "How Mass Media Brings about Changes of Social Behavior in Developing Countries: A Case Study of the Radio Program Bhanchhin Aama in Nepal," Journal of Economic and Social Development, Clinical Journals Press, vol. 10(01), pages 01-13, March.
    • Handle: RePEc:ris:joeasd:0043
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    More about this item

    Keywords

    Mass media; Development communication; Social behaviour change; Developing countries;
    All these keywords.

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

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