2000. 81-100 p.
Vaughan, Peter W.
Rogers, Everett M.
Singhal, Arvind
Swalehe, Ramadhan M.
Periodical title: 
Journal of Health Communication, 5
Reprinted from Journal of Health : Communication International Perspectives, v. 5, Supplement 2000, Scott C. Ratzan, editor
The report presents the results of the field experiment in Tanzania to measure the effects of a long-running entertainment-education radio soap opera on knowledge, attitudes, and adoption of HIV/AIDS prevention behaviours. The results show a reduction in the number of sexual partners by both men and women, and an increased condom adoption. The radio soap opera influenced these behavioural variables through certain intervening variables including (1) self-perception of risk of contracting HIV/AIDS; (2) self-efficacy with respect to preventing HIV/AIDS; (3) interpersonal communication about HIV/AIDS; and (4) identification with, and role modeling of, the primary characters in the radio soap opera.
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