The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at lainiciativadecomunicacion.com and is linked with The CI Global site.
Time to read
1 minute
Print
a- a+
Published 7 years ago
Last updated 2 years ago
Read so far

Evidence: Reducing Intergroup Prejudice and Conflict Using the Media: A Field Experiment in Rwanda

0 comments

Participating organisations in the Global Alliance for Social and Behaviour Change - Building Informed and Engaged Societies were asked to identify, in their opinion, the 5 most compelling research and evaluation studies that demonstrate the direct impact of this field of work on a major development issue. This was one of the nominees. For the full compiled list, please click here. For the compilation of the key impact data across all research evidence identified, please click here.

Editor's note: The below article can be found summarised on The CI site here.

Title of paper, article, book (chapter), publication?:

Reducing Intergroup Prejudice and Conflict Using the Media: A Field Experiment in Rwanda

Name(s) of author(s)?:

Elizabeth Levy Paluck

Who published this paper, article, book (chapter) or other publication?:

Journal of Personality and Social Psychology, 96(3), 574-587.

What are the best extracts that highlight the evidence for the impact of a communication for development, social change, behaviour change, public engagement, or informed citizen strategy on a development issue and priority?:

Can the media reduce intergroup prejudice and conflict? Despite the high stakes of this question, understanding of the mass media’s role in shaping prejudiced beliefs, norms, and behavior is limited. A year long field experiment in Rwanda tested the impact of a radio soap opera featuring messages about reducing intergroup prejudice, violence, and trauma in 2 fictional Rwandan communities. Compared with a control group who listened to a health radio soap opera, listeners’ perceptions of social norms and their behaviors changed with respect to intermarriage, open dissent, trust, empathy, cooperation, and trauma healing. However, the radio program did little to change listeners’ personal beliefs. Group discussion and emotion were implicated in the process of media influence. Taken together, the results point to an integrated model of behavioral prejudice and conflict reduction that prioritizes the communication of social norms over changes in personal beliefs.

To which development issue does this evidence and impact data relate?:

Conflict, fragility, governance, social cohesion

To which strategic approach(es) does the evidence and impact data relate?:

Entertainment-education, group discussion/interpersonal communication

What research methodology (ies) was/were used to produce this evidence and impact data?:

Randomised Field Experiment

What is the URL to access this paper, article, book (chapter) or other publication?:

http://static1.squarespace.com/static/5186d08fe4b065e39b45b91e/t/51e2ba30e4b084ee7b28f499/1373813296578/Paluck+2009+JPSP+Rwanda.pdf

Why was this research evidence found to be useful?:

It demonstrates the importance of discussion and dialogue in any effort designed to tackle the drivers of conflict/building of tolerance etc.