Dr. Amy Henderson Riley interviewed on “Social Norms Chat”

In the latest episode of “Social Norms Chat,” host Cäcilia Riederer engages in a thought-provoking conversation with Dr. Riley, the Director of Research, Evaluation, and Impact at Population Media Center. This episode dives deep into the intersection of entertainment and behavior change, exploring how storytelling in various forms can be a powerful tool for social impact. Dr. Riley brings her extensive expertise in Entertainment-Education (EE) and Social and Behavior Change Communication (SBCC) to the discussion, giving listeners an informed perspective on how we can effectively harness narratives to influence behavior around the world. Most importantly, Dr. Riley reflects on the importance of understanding, through rigorous research and evaluation whether entertainment-education initiatives have the desired impact and change.

Listeners will find Dr. Riley’s insights particularly fascinating as she outlines different evaluation methods for measuring the impact of entertainment on social norms. A key highlight of the episode is the exploration of the “Participatory Research Toolkit for Social Norms Measurement” by UNICEF. This toolkit encourages engaging participants in sensitive discussions, which emphasizes the collaborative approach needed to understand and foster meaningful social change. Through this framework, Dr. Riley illustrates how engaging storytelling can lead to more profound and lasting behavioral shifts.

Dr. Riley shares her groundbreaking research on “Narrative Persuasion and Social Norms in Entertainment-Education,” showcasing results from a compelling radio drama in Mozambique. These case studies reveal best practices for utilizing participatory methods in entertainment-education, providing actionable insights for practitioners in the field. She also recommends the series Papás Por Conveniencia (“Family of Convenience”), as a valuable resource to complement the Participatory Research Toolkit, emphasizing the importance of relatable narratives in effecting societal change.

This episode is a must-listen for anyone interested in the power of media and storytelling as instruments for social transformation and the importance of monitoring, research and evaluation. Tune in to discover how you can leverage entertainment to drive behavioral change and gain insight into effective measurement strategies for assessing the impact of your interventions.