Using audience research to understand and refine a radio drama in Myanmar tackling social cohesion

Abstract

Though an increase in news has created a more informed population, Myanmar has also seen a proliferation of fake news, misinformation, and hate speech which can often exacerbate long-running religious and ethnic divides. BBC Media Action created the radio drama the Tea Cup Diaries to tackle some of these issues and engage audiences in a family-based drama to increase audiences' understanding of diversity in Myanmar and challenge negative portrayals of different ethnic and religious groups. On air since 2015, audience research has been critical throughout the series broadcast to inform storylines and characters, test content, and evaluate whether drama can play a role in challenging negative attitudes and increasing tolerance of different groups. This chapter showcases how audience research has been used throughout the creative process, and the importance of investment in research on a sensitive subject to ensure that dramatic storylines balance between reflecting and challenging audiences' lives and attitudes.