Radio Soap Operas - Jamaica
Program Objective:
Various
Description:
Radio scriptwriter, director and producer Elaine Perkins viewed radio as an extension of Jamaica's oral tradition, as well as the most effective tool for reaching people in remote areas of a country where word-of-mouth still carried most information from person-to-person. In the late 1950s, Perkins began to create radio drama serials as vehicles for social messages. Utilizing a "soft-sell" approach, the dramas covered a range of social and health issues:
Even more impressive, Dulcima retained the number-one spot on the radio ratings for 13 years. Some research was done on Dulcima to determine why the show achieved such popularity; the results showed that real-life nature of the characters made them seem familiar to listeners.
One researcher said that Dulcima caused people to look at themselves in a new way, to recognize the drama in their everyday lives. The level of public acceptance of Dulcima has also been credited with influencing commercial advertising in Jamaica. Prior to the series, all advertisements had been imported from the United States or Britain and contained no local content. After Dulcima, local advertising became more accepted.
Location:
Jamaica
Dates:
1959-1984
Project Cost:
Not available
Agencies Involved:
Jamaica Information Services
Various other government agencies in Jamaica
Media Used:
5 multi-episode radio serials aired on the national radio station
Various
Description:
Radio scriptwriter, director and producer Elaine Perkins viewed radio as an extension of Jamaica's oral tradition, as well as the most effective tool for reaching people in remote areas of a country where word-of-mouth still carried most information from person-to-person. In the late 1950s, Perkins began to create radio drama serials as vehicles for social messages. Utilizing a "soft-sell" approach, the dramas covered a range of social and health issues:
- Raymond the Sprayman (1959) promoted the government's mosquito eradication campaign
- Life in a Hopeful Village (1963-1976) promoted integrated rural development
- Stella (1967-68) addressed social issues important to the middle class
- Dulcima (1967-80) addressed problems faced by rural-to-urban migrants
- Life at Mimosa Hotel (1984) promoted tourism in Jamaica
Even more impressive, Dulcima retained the number-one spot on the radio ratings for 13 years. Some research was done on Dulcima to determine why the show achieved such popularity; the results showed that real-life nature of the characters made them seem familiar to listeners.
One researcher said that Dulcima caused people to look at themselves in a new way, to recognize the drama in their everyday lives. The level of public acceptance of Dulcima has also been credited with influencing commercial advertising in Jamaica. Prior to the series, all advertisements had been imported from the United States or Britain and contained no local content. After Dulcima, local advertising became more accepted.
Location:
Jamaica
Dates:
1959-1984
Project Cost:
Not available
Agencies Involved:
Jamaica Information Services
Various other government agencies in Jamaica
Media Used:
5 multi-episode radio serials aired on the national radio station
Sources
Brown & Singhal (1993) Perkins (1990) The Use of Mainstream Media to Encourage Social Responsibility: The International Experience - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project
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