This article examines how media influences social norms using experimental evidence from Mexico. The study argues that media affects public beliefs through two mechanisms: providing new information or coordinating group action by making others aware of what they know.
Individual Channel
Media provides new information, but the individual channel mechanism - where this information directly persuades people - was not supported in a field experiment testing norms around violence against women.
Social Channel
The article finds that media's impact mainly occurs through its role as a "social channel". When broadcast publicly, radio programs increased rejection of violence and support for gender equality by enhancing common knowledge about what others think.
Unexpected Consequence
\nThe study also reveals an unexpected finding: exposure to coordinated anti-violence messaging via public media may increase pessimism about future societal progress on this issue, despite boosting immediate acceptance of norms change.
