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Most past studies of entertainment-education programs have not provided an adequate theoretical explanation of the process through which community members enact system-level changes as a result of exposure to entertainment-education media messages. Here we study the effects of an entertainment-education radio soap opera by means of an observational case study in one Indian village. We investigate the paradoxes, contradictions, and audience members' struggles in the process of media-stimulated change, a process involving parasocial interaction, peer communication, and collective efficacy.This article explores the processes of social change initiated by an entertainmenteducation media program in India. Mass media communication can be an agency of national development in both developed and developing countries. Several decades of communication research on the effects of the mass media provide understandings of their ability, or inability, to influence social and behavior change.

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