Dimensions of self -efficacy in the letters by listeners in response to a radio soap opera 'ushikwapo shikamana'

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.