How does media influence social norms? A field experiment on the role of common knowledge

Abstract by author

How does media influence beliefs, attitudes, and behaviours? We know surprisingly little about this influence and I argue that two mechanisms account for its impact. Media provides new information that persuades individuals to accept it (individual channel), but also, media informs listeners about what others learn, thus facilitating coordination (social channel). Using a field experiment in Mexico, I disentangle these effects and analyse norms surrounding violence against women. I examine the effect of a radio program when it is transmitted privately versus when it is transmitted through public outlets. Although I find no evidence supporting the individual mechanism, the social channel increased rejection of violence against women, support for gender equality, and unexpectedly, increased pessimism regarding the future decline of violence.