Reducing intergroup prejudice and conflict with the media: A field experiment in Rwanda

Can the media reduce intergroup prejudice and conflict? Despite the high stakes of this question, understanding of the mass media�s role in shaping prejudiced beliefs, norms, and behaviors is very limited. A yearlong field experiment in Rwanda tested the impact of a radio soap opera about two Rwandan communities in conflict, which featured messages about reducing intergroup prejudice, violence, and trauma. Compared to communities who listened to a control radio soap opera, listeners� perceptions of social norms and their behaviors changed concerning some of the most critical issues for Rwanda�s post conflict society, namely intermarriage, open dissent, trust, empathy, cooperation and discussion of personal trauma. However, the radio program did little to influence listeners� personal beliefs. Group discussion was a notable feature of the listening experience. Taken together, the results suggest that radio can communicate social norms and influence behaviors that contribute to intergroup tolerance and reconciliation.