Journal of Creative Communications 1:l (2006) SAGE PUBLICATIONS New Delhi Thousand Oaks London DOI: 10.1 177/097325860500100101 Entertainment Education and Social Change The Communicative Dynamics of Social Capital*

This study exploredprocesses of social change initiated by an entertainment education radio programme in India, Taru, which led to certain socially desirable effects in four villages in Bihar state. Data was collected primarily in the form ofin-depth individual and focusgroup interviews, participant observation, and the design and implementation of a participatory theatre production by the respondents. We dis-covered that a media programme facilitatessocial change by stimulating the development of social capital in communities. Social capital was displayed through the development ofi (a) relationships based on trust; (b) norms of reciprocity; and (c) communication networks. The existence of social capital con-tributed to educational programmes for lower-caste children, the improvement of community health, the stopping of a number of child marriages, and the promotion of gender equaliry. We also discovered, ' however, that social capital can initiate forces of both support and resistance towards social change. Furthermore, negative social capital may contribute to excluding certain people from participation in pro-social action, restricting individual freedom, placing excessive demands on group members, and downward levelling norms. How do on-the-air media messages work at the ground level? Can media messages strengthen, deepen and widen social connections among a community of listeners? Can media message