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How do greater levels of audience engagement in a drama lead to greater knowledge, discussion and attitudes around complex issues around ethnic and religious tension?
Publication date: May 2019
Authors: Sally Gowland and Katy Williams
Overview: How can a radio drama support audiences in Myanmar to understand, and be more accepting towards, greater religious and ethnic diversity? How do greater levels of audience engagement in a drama lead to greater knowledge, discussion and attitudes around complex issues around ethnic and religious tension?
Funded by USAID, The Tea Cup Diaries weekly radio drama aims to address such issues by broadcasting to a diverse radio audience throughout the country. In 2018, 大象传媒 Media Action undertook a quantitative survey in one of the country鈥檚 regions where Tea Cup Diaries is most popular to compare differences in knowledge, discussion and attitudes between people who did and did not listen to the drama. Coupled with in-depth qualitative research, this research briefing discusses the impact the drama has had and the importance of keeping audiences engaged with exciting plot lines and engaging, authentic characters.