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"Some of the problems facing societies around the world today require a change of attitude and ultimately of behaviour in people within those societies if they are to be surmounted. Issues to do with health and the environment are cases in point. Domestic violence is another. Worldwide the rising incidence of violence in the home and the number of deaths from unsafe water, from alcohol, drugs, smoking and AIDS are evidence of how prevailing attitudes and patterns of behaviour are an obstacle to attempts by experts and educators to persuade people to change.
Raising awareness by giving clear and accurate information about the risks and consequences of certain behaviour is a start but is not enough in itself. The reasons and the underlying emotions which determine why and how people act as they do have to be addressed as well. And this is notoriously difficult to do. Attitudes are deep-seated. Well-established habits die hard.

Used effectively – often in collaboration with specialists and educators - the broadcast media can make a contribution to the development of societies by raising awareness and changing attitudes. And there is perhaps no more effective means for them to do so than the long-running serial drama such as the ‘soap’. It is a form of drama with a proven ability to attract and retain a wide audience; it enables viewers and listeners to identify with characters and situations taken from daily life; and it speaks to them more directly than informative programming because it addresses the underlying motives and emotions that universally determine human attitudes and behaviour. In many parts of the world the ‘soap’ has shown that it can be a powerful means not only to attract and entertain large audiences but also to educate and to engage them on issues of importance to the development of their societies".

Gira Emmanuel-DIRECTOR CONCEPTS AND DEVELOPMENTS-TEENS MEDIA GROUP