Department of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, Pennsylvania, USA.
Department of Population, Family and Reproductive Health, Bloomberg School of Public Health Johns, Hopkins University, Baltimore, Maryland, USA.
J Health Commun. 2022 May 4;27(5):302-311. doi: 10.1080/10810730.2022.2104970. Epub 2022 Jul 28.
This paper examines the relationship between exposure to a transmedia entertainment-education (EE) social and behavior change communication (SBCC) initiative with shifting child marriage-related social norms. Districts were selected purposively, whereas households were selected randomly. A total of 1102 households (n = 3905) with fathers, mothers, adolescent boys, and girls completed the baseline and endline survey. Logistic regression using panel data was conducted. There was a decline in the perceived prevalence of child marriage and dowry exchange within respondents' communities at endline. For injunctive norms, fathers reported significantly higher levels of disapproval for child marriage at endline. However, the reverse was true for mothers and adolescent girls. Almost all respondents had a significantly lower odds of identifying rewards/benefits and punishments/consequences associated with rejecting child marriage at endline. Most respondents with exposure to were more likely to report the importance of injunctive norms or expectations of others on their behaviors, than those who were not exposed. Exposure to EE contributes to improved articulation of and shifts in social norms and engenders normative changes at the population level.
本研究旨在探讨接触跨媒体娱乐教育（EE）社会和行为改变传播（SBCC）干预措施与儿童婚姻相关社会规范转变之间的关系。采用目的性抽样选择了县区，然后对县区内的家庭进行随机抽样。共有 1102 个家庭（n=3905）的父亲、母亲、青少年男孩和女孩完成了基线和终线调查。采用面板数据的逻辑回归分析。在终线调查中，受访者社区中儿童婚姻和嫁妆交换的感知流行率有所下降。在规范规范方面，父亲报告在终线调查中对儿童婚姻的反对程度明显更高。但母亲和少女的情况正好相反。几乎所有受访者在终线调查中识别拒绝儿童婚姻相关的奖励/好处和惩罚/后果的可能性显著降低。大多数接触过 的受访者更有可能报告他人的规范规范或期望对其行为的重要性，而不是那些没有接触过 的受访者。EE 的接触有助于更好地表达和转变社会规范，并在人口层面产生规范变化。
