From theory to practice: what global health practitioners need to know about social norms and narrative interventions

Abstract

There has been a marked increase in the literature in recent years about social norms, what they are, and how to measure them. New theoretical connections indicate specific significance for those working with global health programs that use narrative interventions, such as mass, print, and community media. The literature is dense, however. Different terms describe similar constructs, and the sheer number of new articles and emerging academic frameworks can be overwhelming. In this letter, we briefly summarize current social norms and narrative theorizing and provide examples of global programs that have effectively applied these theories. In so doing, we hope to further the conversation on what differentiates narrative programs designed to shift social norms, as compared to non-narrative programs and/or programs that seek to influence knowledge, attitudes, and practices alone. We conclude with implications for practitioners designing and implementing global health programs that target social norms with narratives.