Abstract
Entertainment Education strategies have been successfully used in health campaigns for
the prevention of different diseases across the globe, especially in the under-developed
countries. Radio drama is an important instrument of the Entertainment Education
strategies. Radio dramas have been used in successful health campaigns in Africa and
Asia. Radio dramas have been particularly successful in targeting the underprivileged
population. Deutsche Welle (DW), the German international broadcaster, keeping in
mind the effectiveness of radio dramas in bringing social change, introduced this genre of
drama in Pakistan in 2012. The radio station produced and aired radio dramas targeting
Pakhtoon population that resides in Northwestern province of Pakistan. The Pakhtoon
population traditionally lives in the tribal setup; they lag in terms of socio- economic and
political development. These dramas were aimed at creating awareness about health and
bringing positive changes in social behavior and general well-being of the targeted
population. This paper presents a discourse analysis of radio dramas. The study attempts
to determine whether the dramas’ scripts adhere to any theoretical framework of the EE
or health campaigns strategies? Other questions addressed by the authors include: What
messages were included in the radio broadcasts analyzed? Was the production process
based on any theoretical foundation? What themes were developed in the radio
broadcasts analyzed? What types of characters were featured in the broadcasts? It is
argued that the production process was not based on any theoretical framework. The
dramas did not adhere to the basic principles of the Education Entertainment strategies
and health communication campaigns.
Altaf Ullah Khan, Faizullah Jan, Sayyed Fawad Ali Shah. (2016) Fighting Polio: Why Radio Dramas Failed in Pakistan?, The Journal of Humanities & Social Sciences, Volume-24, Issue-2.
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