The role of “Musekeweya”, an entertainment-education radio soap opera in the promotion of reconciliation in Rwanda

Abstract

In this article we investigate the impact of Musekeweya, a radio serial drama that has been broadcast by Radio Rwanda since May 2005 to date, whose main objective is to promote reconciliation, peaceful co-existence and find paths to trauma healing in post-genocide Rwanda. The investigation on effects of the media intervention is centered on evidence obtained from audience members’ feedback expressed through listeners’ unsolicited letters addressed to the program and media characters. Audience involvement is often used as an indicator of media effects. A qualitative content analysis of the letters was, therefore, carried out to discern evidence of audience involvement with the program as expressed through parasocial interaction, self efficacy and collective efficacy. We first present a summary of the development and implementation of the educational intervention, and then discuss the findings of effects as they are reflected through audience involvement.

Key words: Parasocial interactions, social change, self-efficacy, collective efficacy, radio drama