The Impacts of Character Identification on Attainment of HIV Prevention Goals:
An Entertainment Education Programme in Botswana
Makgabaneng is a radio serial drama in Botswana. This drama aims to help change risky behaviours associated with HIV/AIDS through modeling and reinforcement, a strategy they call MARCH. Pappas-DeLuca, Kraft, Galavotti, et al. (2008) clarify that the key elements of MARCH include progression of change over time, the use of entertainmenteducation (EE) as a vehicle, the use of modeling in programme content, and the creation of character models similar to the target audience. Consistent with Bandura’s (2004) Social Learning Theory, Makgabenang’s creators believe that behaviour change will not take place simply by including a desired message into EE narratives. Audiences must strongly identify with the storylines and the characters that they engage in those narratives.