| dc.description.abstract | The purpose of this study is to investigate the concept of self efficacy
as demonstrated by letter-writers in response to a
Kiswahili radio soap opera 'Ushikwapo Shikamana' (If Assisted,
Assist Yourself'). Self-efficacy is the feeling that individuals have
about their capacity to control or influence events in their world.
In this study, we contend that letter writing to an educational radio
serial is a form of self-efficacy demonstrating an individual's
perception of their capacity to control events in their world. That is,
letter-writers exhibit efficacious belief and behaviour by the act of
writing. The rationale for this study rests on the fact that the radio
soap opera mode is a viable mass media strategy especially suited ..
to the dissemination of educational issues. UNIVERSITY OF NAIROBI
EAST AFRICANA COLLECTION
We invoke Albert Bandura's social learning theory to explain how
self-efficacy works through a process of observing models. In this
study, letter-writers demonstrated a reinforcement of individual
values and behaviour through a process of parasocial interaction.
Parasocial interaction is the illusion of a face-to-face relationship
between members of the audience and media characters. One
strong manifestation of parasocial interaction is the letters in
response to a programme such as 'Ushikwapo Shikamana'.
In Chapter One, we set out the statement of the problem,
conceptual . framework, objectives, methodology and justification for
the study.
In Chapter Two, we describe the concept of entertainment education
indicating its origins and development. We show t hat
entertainment-education as a mass media strategy is an attempt to
tap the popular appeal of the entertainment industry for educational
purposes. Ushikwapo Shikamana ('If Assisted, Assist Yourself') is
one such attempt to tap the great potential of the medium of radio
to effect social transformation.
In Chapter Three, we investigate dimensions of self-efficacy as
demonstrated by the letter-writers as a result of listening to the
radio serial, Ushikwapo Shikamana. To place the results in context,
we provide a background to the programme as well as the concept
of parasocial interaction.
Chapter Four IS the conclusion In which we show that
entertainment -education is a viable method of directed social
change.
There are six appendices that tabulate data as follows: Appendix 1
is a product of the content analysis of the letters. Appendix 2 the
frequency of responses per province. Appendix 3_the letter length;
Appendix 4 issues raised in the letters. Appendix 5 the
characters mentioned; and Appendix 6 parasocial interaction.
data provides a basis for our understanding of the effects of
the
programme and how it enhanced the listeners' sense of self efficacy. | en |
