How Mass Media Brings about Changes of Social Behavior in Developing Countries: A Case Study of the Radio Program Bhanchhin Aama in Nepal


Author(s): Mi Leng

This article presents a case study that explores how mass media induces changes in social behavior in developing countries. The radio program, Bhanchhin Aama (“Mother Knows Best”) is a communication strategy applied within the the United States Agency for International Development-funded Suaahara (“Good Nutrition”) Project in Nepal. This project deploys an entertainment–education strategy and interpersonal communication to generate community-based discussions and foster society-wide changes in social behavior. The study data were compiled from relevant documents posted on official websites and from in-depth interviews conducted with program staff and audiences. The analysis revealed that the radio program’s communication strategy has significantly contributed to transforming the development communication paradigm from being top-down to becoming bottom-up, which is more effective for inducing social behavioral changes.