Prosocial soap operas for development
- 1 December 1997
- journal article
- features
- Published by Taylor & Francis in The Journal of International Communication
- Vol. 4 (2) , 75-101
- https://doi.org/10.1080/13216597.1997.9751855
Abstract
There have been a number of examples throughout the world. including some of the projects with which we have been associated. in which people have been reached at the personal level at which decisions are being made. with a resulting dramatic impact on behavior. One of the common ingredients of such social marketing campaigns is utilization of the mass media in a carefully orchestrated approach that leads to changed attitudes and behavior on the part of a large percentage of the populace (emphasis added). William N. Ryerson, Population Communications International (1994, pp. 256–257)Keywords
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