Can Media Shape Social Norms? A Randomized Experiment in Rural Uganda

• In Event: Experiments Involving Norms and Trust

Abstract

To what extent do dramatized portrayals of social issues affect what audiences in developing countries think and do? Using a novel experimental paradigm, we assess the effe cts of direct and indirect exposure to video dramas on domestic violence, abortion, and teacher absenteeism in 112 Ugandan villages. Each video series sought to model and articulate prescriptive social norms, such as the idea that women who face post-abortion medical complications should be helped rather than ostracized. In a pilot conducted in 56 villages, we found that views on intimate partner violence did not seem to shift, but the videos did produce significant effects on empathy toward those who face abortion-related ostracism and on intention to participate in collective action to address teacher absenteeism. These effects remain some two months later, and also appear to spill over to those who did not attend the screenings but have friends and family who did. In phase 2 of this project, we seek to replicate and extend upon these findings in an expanded sample. We analyze the effect of a new domestic violence video emphasizing the plight of the female victim, and assess spill over effects both within and between households. We interview approximately 4,480 adults (18-65), 2,240 teenagers (15-17) and 560 village health workers to assess effects on a range of outcomes, including conative attitudes, prescriptive and descriptive norms, and reporting behavior.

Authors

• Donald P. Green, Columbia University

• Anna Maria Wilke, Columbia University

• Jasper Jack Cooper

• Susanne Baltes