Entertainment serials durably change social behavior across diverse global cultures

Evidence

Applications of the psychosocial model worldwide have uniformly yielded positive results in diverse cultural milieus and across many spheres of functioning. The serial dramas have proven to be highly effective vehicles for reaching vast numbers of people over the prolonged periods needed to achieve major change. Viewers become deeply involved in the lives of the characters, who inspire them to take steps that can improve their lives. Radio versions of the serial dramas can reach vast rural populations. Airing of the televised serials is typically followed by improvement in the status of women, preference for smaller families, and adoption of contraceptive methods and self-protection against sexually transmitted diseases. The strength of the social impact increases as a function of level of exposure to the broadcasts. — Albert Bandura, Moral Disengagement, 2911

Categorization

• ADDENDUM: Contrasts media that is modeled to ‘enable’ prosocial behavior against the disengaging media narratives that normalize harmful policy — a productive comparison.