This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Singhal, A. Articles by Pant, S. Search for Related Content Social Bookmarking                         What's this?

Entertainment-Education and Possibilities for Second-Order Social Change

Arvind Singhal is Professor and Presidential Research Scholar in the School of Communication Studies, Ohio University, Athens, OH 45701, USA. E-mail: singhal{at}ohio.edu.

Nagesh Rao

Nagesh Rao is Associate Professor in the School of Communication Studies, Ohio University, Athens, OH 45701, USA.

Saumya Pant

Saumya Pant is Doctoral Candidate in the School of Communication Studies, Ohio University, Athens, OH 45701, USA.

Inspired by the entertainment-education radio soap opera, Taru, a family from the upper-caste brahmin community in Bihar, India, allowed men from the lower caste dalit community to serve water to guests during their daughter's wedding. While most social change projects achieve first-order change, that is, change within a system which itself remains unchanged, Taru seemed to have engendered second-order changes, that is, changing the system itself. The present article investigates how Taru generated second-order changes in Bihar, distilling lessons for how entertainment-education programmes can be strategically positioned to create and sustain systemic social change.

Journal of Creative Communications, Vol. 1, No. 3, 267-283 (2006)
DOI: 10.1177/097325860600100304


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?