How to Write a Radio Serial Drama for Social Development- PDF

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xviii Prologue aware that it is possible to protect their children from disease through immunization and that immunization requires treatment by a health worker. Parents also need to know where and when to obtain such treatment. Without this basic awareness and knowledge, parents are unlikely to take their children for immunization. Some behaviors require more complicated and detailed knowledge than others. For example, providing a nutritious diet for a family for a year is a more complex behavior, requiring more knowledge, than treating a child for a single bout with diarrhea. Some apparently simple behaviors actually are quite complicated. For example, the knowledge needed to put on a condom correctly is fairly simple, but the knowledge required to negotiate condom use with a sexual partner is far more complicated. The design team must provide within the Writer’s Brief the right kind of knowledge and the appropriate level of detail to guide the writer with regard to message content within the story. (Chapter 2 discusses the contents of the Writer’s Brief.) 2. Approval refers to favorable attitudes toward the behavior being promoted. People who approve of a behavior talk about it with others and tend to think that other people approve of it as well. Approval can occur at several levels: Listeners may approve of a new behavior for people in general, for friends and family, and/or for themselves personally. Some listeners may approve of the behavior for others, but not for themselves. Serial drama can include a range of role-model characters who depict public approval of a behavior, express positive emotional reactions toward a behavior, or show how personal attitudes respond to public approval. 3. Intention to act. The more strongly people approve of a behavior, the more likely it is that they will form an intention to act. Intention is the stage just prior to action; recognizing that the behavior fills a personal need, the person has decided to try it, but not yet changed his or her behavior. Intention does not mean that the behavior will occur always or immediately. There are degrees of intention (definitely, probably, maybe), and intention can be conditional (“I won’t take her today, but if her fever doesn’t go down by tomorrow, I will definitely take her to the doctor then”). The design team must identify the personal needs of the listeners that are likely to motivate their intentions to act and the conditions that make such intentions more likely. 4. Practice is the actual performance of a behavior. People with a high degree of intention are the most likely actually to perform a behavior. Practice need not imply confirmed or consistent behavior, however. Some people try a behavior and then reject it. Others start, stop, and start again. People who perform a behavior intermittently may have experienced unexpected or unpleasant consequences or may require support or reinforcement for their behavior. The Writer’s Brief should include a description of the possible change agents that will motivate the audience to try a behavior and to persist with it. There should be recognition, also, of the likely pattern of adoption. Do members of the audience generally stick with a behavior once they try it, or do they tend to start and stop a lot before practicing a new behavior consistently Radio scripts can model a variety of ways in which people eventually practice a behavior. 5. Advocacy, the final step to behavior change, is a vital part of the process because it represents a level of commitment that goes beyond the mere practice of a new behavior. Advocates tell other people about the behavior they have adopted and encourage them to adopt it, too. At the same time, talking to others can strengthen the advocate’s own resolve to continue with a difficult behavior. Advocacy also allows people to express community support for a social change program. Such public expressions of support for a behavior can move people through the steps to behavior change, making them aware of a behavior (knowledge), increasing their perception of public support for a behavior (approval), motivating them to make a decision to act (intention), and encouraging them to implement that decision (practice).
Prologue xix Implications Communication links people with one another and with their social environment. It serves many functions. A story told around the cooking fire, for example, simultaneously provides an opportunity for entertainment, education, socialization, and news dissemination. Modern mass media often separate these functions: some programs teach, some entertain, some mobilize. In contrast, Enter-Educate radio is a powerful form of communication that motivates while entertaining, creates bonds among community members, and sets a social agenda, while telling a story people want to hear. Radio serial drama unites the many levels of communication that operate in society. Ultimately, it is the individual husbands, wives, young adults, health professionals, and influentials in a community who will be affected personally and directly by a drama. These people, however, associate with others in their communities: They are members of families, school classes, clans and ethnic groups, workgroups, professional associations, political parties, informal social networks, and interpersonal relationships, all of which filter, rephrase, repackage, and interpret publicly available information, including that broadcast in a radio drama. These memberships and relationships affect how people communicate, what they communicate about, and how they interpret and understand the communications of others. Communication theories help the design team fashioning a radio serial drama to understand the social context within which all individuals act and to design the types of messages that are most likely to move audiences through the steps to behavior change. With an understanding of communication theories and the Steps to Behavior Change as their foundation, the design team can move forward confidently into the practical steps of creating a radio drama serial for social development.
Page 1 and 2: How To Write a Radio Serial Drama f
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Chapter Six Developing the Setting
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Chapter Six: Developing the Setting
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148 Chapter Ten: Testing the Pilot
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Chapter Eleven Script Presentation
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Chapter Eleven: Script Presentation
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Glossary This list defines the word
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Glossary 211 Four Ts of Teaching FX
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Index of Script Excerpts and Other
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Bibliography/references 217 Bibliog
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