The Effect of Listening to Entertainment Education Radio Serial Dramas on Reported Beliefs Surrounding Spousal Abuse in the Amhara and Oromiya Districts of Ethiopia

This 70-page master's thesis examines the effect of two radio serial dramas, both produced by Population Media Center, on reported beliefs surrounding spousal abuse in two districts of Ethiopia. The dramas, Dhimbiba and Yeken Kignit, both addressed reproductive health and spousal abuse and were broadcast between 2002 and 2004. The paper offers a secondary analysis of quantitative data collected by Population Media Centre (PMC) around the two serial radio dramas and attempts to quantify the effects of the two dramas in a more statistically rigorous manner than in PMC's original evaluation. It proposes that the drama had positive impact on behaviours. For example, PMC found that the proportion of women and men who believed that a husband is justified in beating his wife if she argues with him decreased by nearly half among women, and by nearly one-third among men.

The objectives of the study were to determine if there was: a change in reported beliefs; a difference in reported beliefs between listeners and non-listeners; and a difference in reported beliefs between male and female listeners.

The results were positive and reflect a change in some of the beliefs regarding spousal abuse as a result of the intervention. Respondents who reported not listening to PMC's radio serial dramas were 1.48 times as likely (95% CI 1.17, 1.87) as respondents who reported listening to agree with the statement that a man is justified in hitting or beating his wife if she neglects the children. In addition, respondents who reported not listening to PMC's radio serial dramas were 2.11 times as likely (95% CI 1.59, 2.79) to agree with the statement that a man is justified in hitting or beating his wife if she refuses sex with him as respondents who reported listening. According to the paper, in evaluating the effects of an entertainment-education programme, it is important to address the indirect effects that may be caused by social interaction among listeners and non-listeners alike. Therefore, the change in beliefs regarding spousal abuse was also quantified among all respondents, regardless of listening status, between pre-intervention and post-intervention. It was found that respondents during the pre-intervention phase were more than twice as likely (aOR = 2.17) as respondents at post-intervention to agree that a man is justified in beating his wife if she refuses sex with him, regardless of listening status. This substantial magnitude of change among both listeners and non-listeners suggests that at least some non-listeners were exposed to the programme messages and that social interaction plays an important role in mediating impact. Regarding gender differences, males were, on the whole, less likely than females to change their beliefs regarding spousal abuse. Males who listened to the programmes were 1.72 times as likely (95% CI 1.13, 2.634) as females who listened to the programmes to agree with the statement that a man is justified in beating his wife if she refuses sex with him.

The study includes several key recommendations for future interventions. The author states that while the study showed that male's beliefs were positively affected by the radio dramas, some beliefs were negatively affected, suggesting that not all of the intended messages were getting through. The author recommends conducting research specifically focused on men in order to develop and tailor messages that are more relevant to men's daily lives, and to which they will more likely listen. The study also recommends increasing reach and promoting social interaction through listening groups. Social interaction was identified by the study as an important factor in changing beliefs. Additional recommendations include creating a programme-specific questionnaire for evaluating each drama, and using more rigorous statistical analyses.