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Brief 57: How Media Influence Social Norms: Evidence from Mexico

The research design combined two sources of variation to create four treatment groups in a factorial design (Table 1). First, the soap opera was broadcast via a community loudspeaker only reaching a portion of the community due to topographical conditions (the natural experiment component). Households within the loudspeaker’s reach were also randomly invited by the regional NGO to listen to the soap opera program at a community meeting, with the remaining households able to hear the broadcast at their homes regardless.

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