Efficacy in Letter-Writing to an Entertainment-Education Radio Serial

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Abstract
The influence of efficacy, both self and collective, in the adoption of prosocial behaviors has not been examined in the context of large-scale communication campaigns that use mass media interventions. Our purpose is to identify efficacious dimensions in letter-writers' communication to an entertainment-education radio drama serial in India. An entertainment-education program can influence audience members' sense of efficacy, an effect that can lead them to reconsider their values and behavior. We argue that audience letters represent a possible approach to measuring efficacy. Letters written by listeners can help us understand how they know what they hear and with what psychosocial consequences.