Personal Communication Networks and the Effects of an Entertainment-Education Radio Soap Opera in Tanzania

Abstract

The personal networks of listeners and nonlisteners to an entertainment-education radio soap opera in Tanzania are examined to determine the effects of interpersonal discussion of the soap opera's educational themes of family planning and HIV prevention. Listeners are more likely to discuss these two educational issues in their personal communication networks and are also more likely to have other listeners to the radio program in their personal communication networks. Respondents demonstrate a relatively high degree of homophily with their network partners and are more likely to discuss matters arising from the radio program with their network partners who are of similar tribal membership, religious affiliation, and gender, and those who are equally or more highly educated than themselves.