Broadcasters Role in Bringing Social Change: A Social Cognitive Theory Based Examination of Health Promotion Messages Produced by BBC Media Action in Ethiopia
No Thumbnail Available
Date
2020-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
In this paper, efforts have been made to examine the role of broadcasters in bringing social change by analyzing the message contents of the radio magazine programmes and Public Service Announcements (PSAs) produced by BBC Media Action in Ethiopia and broadcasted in collaboration with different local media organizations. The paper uses a qualitatively dominated analysis with a little statistical analysis. Content analysis using social cognitive theory and the health belief model has been employed as a dominant analysis strategy. Based on the findings, it has been confirmed that the broadcasted radio programmes and PSAs have the power to motivate the targeted audience through properly introducing the health habits, by giving in-depth instruction for better health practices, and showing the negative outcomes of failing to abide by the health behavior are provided in the messages of the programmes. In addition to that, the finding indicates message contents that could help the community to boost self-efficacy have been incorporated. In the same manner, it has also been confirmed that the PSAs contain messages that demand actions from listeners as the messages contain concepts of social cognitive theory and health belief models, and persuasive messages were also part of it. Key challenges such as lack of infrastructure, poor living standards, illiteracy, and some security issues have also been identified as a major challenge in bringing social change through BBC Media Action programmes as intended. Based on the key findings the researcher forwarded an insightful recommendation that help to improve the effectiveness of such kind of programmes implemented in rural Ethiopia.
Description
Keywords
efforts have been made to examine the role of broadcasters in bringing social change by analyzing the message