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

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4 Chapter One: Introduction to the Use of Radio Drama for Social Development The Seven Cs of Communication 1. Command attention. 2. Cater to the heart and the head. 3. Clarify the message. 4. Communicate a benefit. 5. Create trust. 6. Call to action. 7. Be Consistent. the writer becomes involved during the second, or strategic design phase. During the preceding analysis phase, project planners have already: • Reviewed potential audiences and their needs; • Assessed existing policies and programs; • Selected sponsoring institutions; • Evaluated communication resources; and When this analysis is complete, the design phase begins. At this point, project planners identify their audiences, determine project objectives, choose appropriate media channel(s), bring together collaborating organizations and creative staff including script writers and establish a design team. The script writer’s first duty is to serve as a member of the design team. The design team is responsible for specifying the exact form and content of all project materials and activities. These details are spelled out in a design document, which then guides the development and production of project materials during the third phase of the P Process. It is during this third, development and production phase that the script writer plans, drafts, tests, and revises the scripts for a drama (The design document is described in Chapter 2, while the design team is covered in more detail in the companion volume to this book, Radio Serial Drama for Social Development: A Program Manager’s Manual.) What the Enter-Educate Writer Needs to Know All radio drama is a form of communication. Drama for social change is special, because its aim is not only to entertain but also to motivate positive behavior change in the audience. For this reason, writers should begin their task with an understanding of how the seven key qualities of persuasive communication can be embodied in serial drama (also see Piotrow et al., 1997) The Seven Cs of Communication 1. Command attention. Drama, with its fascinating characters and exciting plots, can attract and hold the listeners’ attention throughout many episodes. Drama also can direct attention to a social message by making it stand out from all the other information a listener receives in the course of a day, by demonstrating how the message is relevant and useful to listeners, by showing that it is compatible with listeners’ beliefs, and by making it attractive. 2. Cater to the heart and the head. Emotional involvement is every bit as important as information when it comes to attracting an audience and motivating listeners to change. An emotional response will increase the time and energy a listener spends thinking about the message. Furthermore, decisions
Chapter One: Introduction to the Use of Radio Drama for Social Development 5 that are reached logically are strengthened if the decision is also emotionally rewarding. Drama has the ability to involve listeners in a range of emotional experiences as well as to provide them with information to help them to improve their lives. 3. Clarify the message. Messages must be clearly understood in order to be effective. Drama allows the message to be presented by various characters in language and in situations that the audience can understand and readily recall. By demonstrating the message, role-model characters make the message much clearer than any abstract description. 4. Communicate a benefit. Listeners will be more likely to risk trying a new behavior if they believe it has real advantages. Through role modeling by the various characters, drama can demonstrate to listeners the benefits to be gained from a change in their life styles. It can quickly illustrate the consequences, both good and bad, of various behaviors. 5. Create trust. As listeners become personally and emotionally involved with role-model characters in the drama, they come to see the characters as real people whom they can trust and rely upon. If the drama features experienced, knowledgeable characters who can relate to listeners’ lives, then listeners will trust the message that they are delivering. 6. Call to action. People need encouragement to discuss new ideas, to make difficult decisions, and to attempt a new behavior. Characters in dramas have the power to inspire and motivate listeners to try a new behavior and to advocate it to their families and friends. 7. Be consistent. Because a detailed Writer’s Brief (see Chapter 2) guides the creation of serial drama for development, the drama always delivers the message to the listening audience in a consistent, appropriate, and relevant manner no matter how many characters restate the message in how many different ways. Consistent repetition of the message helps listeners to understand new ideas, to learn how to perform a new behavior, and to rehearse mentally how they might act. 1
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Chapter Six Developing the Setting
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Chapter Six: Developing the Setting
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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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