Most past studies of entertainment-education programs have not provided an adequate theoretical explanation of the process through which community members enact system-level changes as a result of exposure to entertainment-education media message. Here we study the effects of an entertainment-education radio soap opera by means of an observational case study in one Indian village. We investigate the paradoxes, contradictions, and audience members' struggles in the process of media-stimulated change, a process involving parasocial interaction, peer communication, and collective efficacy.