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Mobilizing the Hordes: Radio Drama as Development Theatre in Sub-Saharan Africa

Victor N. Gomia

Bamenda (CM): Langaa (2012), xvi, 277 pp.

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Effekte von Radio-Seifenopern auf Versöhnungsprozesse in Nachkonfliktgesellschaften: Das Fallbeispiel Norduganda

Daniel Däschle

Leipzig: MA Thesis Institut für Afrikanistik Kunst- und Orientwissenschaften Fakultät für Geschichte Universität Leipzig (2011), 94 pp.

"Betrachtet man die Beliebtheit und den Hörerzuspruch für Loke Pol, kann man von einem Erfolg des Programmes sprechen. Auch wenn einige Aspekte des Senders Mega FM wie die quasi-Monopolposition die Rezeption des Programmes begünstigen, zählt Loke Pol sowohl in den Augen der Produzenten, angesich ... ts der prominenten Platzierung im Programmplan, und auf der Seite der Hörer durch die hohen Einschaltquoten und hohe Sendungskenntnis zu den populären Formaten. Obwohl insgesamt Nachrichtensendungen häufiger eingeschaltet werden, ist Loke Pol für Informationen zu den beiden Themenkomplexen der Sendung, Reintegration und Rücksiedlung, als Informationsquelle relevanter. Informationen vermittelt über Loke Pol sind für die Hörer zugänglicher und können leichter in Handlungen übersetzt werden, wie sich besonders in den Fokusgruppendiskussionen gezeigt hat. Daraus lassen sich drei Schlüsse ziehen. Erstens kann Loke Pol erfolgreich sein, dieser Erfolg aber nicht auf das Format EE übertragbar sein. Zweitens kann der spezielle Kontext, in dem das Programm eingesetzt wird, unterstützend wirken, aber ein ähnliches Programm wäre in einem anderen Kontext nicht erfolgreich. Drittens können Evaluationsmethoden nicht sensibel genug gewesen sein, um sämtliche Effekte zu erfassen. Schlussfolgerung Nummer eins kann sicherlich bestätigt werden. Zwar sind die Ergebnisse für Loke Pol ein Hinweis darauf, dass das EE-Format wirken kann. Jedoch ist es kein Hinweis darauf, dass es wirken muss. Effekte können nicht nur dem Format EE direkt zugeordnet werden, sondern ergeben sich erst aus dem Zusammenwirken von Sendungsformat und Kontext. Dies wird deutlich, wenn man die „Extremen“ bei den Hörergruppen, nämlich Frauen, über 45-Jährige und Jugendliche betrachtet. Die zweite Schlussfolgerung trifft im Falle von Loke Pol in dem Sinne zu, dass der Kontext unterstützend auf die Rezeption und Popularität wirkt. Der Kontext, in den die Sendung eingebettet ist, unterstützt in zweierlei Form die Rezeption. Zum einen begünstigt die Ausgestaltung der nordugandischen Medienlandschaft die Loke Pol Einschaltquoten. So spielt die geringe Menge an Lokalnachrichten in den Nachrichtensendungen der Sender Gulus eine Rolle. Die einfachere Zugänglichkeit der Informationen aus Loke Pol hängt sicherlich auch nicht nur mit Formatbedingten Aspekten der Darstellung, sondern auch mit einer größeren inhaltlichen Nähe für das Alltagsleben der Hörer zusammen. Zudem wirken der offizielle Diskurs und das politische Klima fördernd auf die Unterstützung der Botschaft. Regierung und ein Großteil der NROs in Norduganda unterstützen die Rücksiedlungsprozesse." (Fazit, Seiten 75-76) more

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Designs, Devices and Development: Audience Research as Creative Resource in the Making of an Afghan Radio Drama

Andrew Skuse, Marie Gillespie

Participations: Journal of Audience & Reception Studies, volume 8, issue 1 (2011), pp. 132-153

"This essay analyses the role of audience research as a change agent in media development interventions in Afghanistan. It analyses how audience research in transnational contexts involves a complex set of intercultural negotiations and translations that contribute to the enduring relevance and sust ... ainability of the highly popular Afghan radio soap opera New Home, New Life. This is a ‘development drama’ that has been broadcast across Afghanistan since 1993. It is based on BBC Radio 4’s The Archers and produced by BBC Afghan Education Projects (BBC AEP). Audience research has been vital to forging a dynamic relationship between the creative teams who make the drama, the donors who pay for it, and the audiences who consume it. The article addresses three broad themes. First, we outline how data gathered in formative audience research, prior to the creation of the drama, provides the creative team with the dramatic raw material for the radio serial. The extensive qualitative data gathered by Afghan researchers in local milieux is translated so as to enable culturally diverse teams of writers and producers to ground the serial narratives in the lived experiences of its audiences, and to introduce multiple local perspectives on development issues. Second, we show how evaluative audience research, data gathered in the postproduction phase, plays a key role in providing critical audience interpretations of New Home, New Life’s dramatic themes. In so doing, it creates feedback loops that allow audiences to become active participants in the ongoing creation of the drama. The research designs and devices, developed over the last two decades to document the changing life-worlds of Afghan citizens-cum-audiences, are part of an ongoing set of transcultural encounters that contribute to strengthening the social realist appeal of the drama and to calibrating how far any given storyline can be pushed in terms of cultural propriety. Third, we examine how during periods of military conflict, when routine audience research becomes dangerous or impossible and audience feedback loops are disrupted, the writers and producers have to rely on their own personal and political experiences, often with unpredictable ideological consequences. We draw attention to the limitations and challenges of making dramas for development in highly charged politicised and postcolonial contexts. While, development dramas may be a cheap and effective way of dealing with certain informational needs, such as landmine awareness, they cannot redress social and structural inequalities or, as Western donors wish, eradicate opium cultivation." (Abstract) more

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Medios que mueven: Entretenimiento educativo para el cambio social
Key Guidance

Virginia Lacayo, Arvind Singhal

La Haya: Oxfam Novib (2011), 82 pp.

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Fifth International Entertainment-Education Conference for Health and Social Development: Focusing on Women and Children. Conference Report

Baltimore: Johns Hopkins Center for Communication Programs (2011), 32 pp.

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Les séries télévisées dans l’éducation sur le VIH: Atteindre les populations grâce au divertissement populaire
Inspiring Practice

Stuart Adams

Eschborn: Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) (2011), 40 pp.

"Se rangeant parmi les cinq plus grands donateurs d’aide publique au développement (APD), l'Allemagne est fortement engagée dans la lutte pour un accès universel à la prévention, au traitement et à la prise en charge du VIH. Une bonne partie des contributions allemandes est accordée sous fo ... rme de soutien financier et technique à la communication pour le changement de comportement (CCC), souvent associée au marketing social de préservatifs. Cette publication étudie en détail plusieurs projets dans le cadre desquels l'Allemagne a apporté un soutien à la production et à la diffusion de séries télévisées comme composantes clés de la CCC dans trois pays confrontés à des situations épidémiologiques très différentes. Au Kirghizistan, l'épidémie est largement concentrée parmi les consommateurs de drogues injectables (CDI), pour la plupart des hommes jeunes, mais touche aussi des professionnelles du sexe. L'épidémie s’étend rapidement, et l’on craint qu'elle ne se propage davantage dans la population en général. Diffusée pour la première fois en 2006, la série « Love as a Test » avait pour but de sensibiliser les spectateurs au fait que le VIH ne concerne pas uniquement « les autres », mais peut facilement toucher chaque individu ainsi que ses proches, et qu’il est possible d’agir pour éviter sa propagation et en limiter les dommages. En République dominicaine, les taux de prévalence du VIH sont extrêmement élevés chez les Haïtiens de souche vivant dans les bateyes (campements attenant aux plantations de canne à sucre), dans les zones rurales et dans les bidonvilles. Diffusée pour la première fois en 2007, « Amor de Batey » avait pour but de promouvoir l'utilisation régulière et correcte de préservatifs peu coûteux mais fiables, de renforcer l’autonomie des femmes, d'améliorer leur santé et de limiter la mortalité infantile. En Côte d'Ivoire, les taux de prévalence du VIH sont élevés dans l’ensemble du pays, mais beaucoup plus importants chez les femmes que chez les hommes. Cela est notamment dû à la pratique courante des relations sexuelles multiples et concomitantes et aux faibles niveaux d'éducation et de connaissances en matière de santé sexuelle et reproductive. Diffusée pour la première fois en 1994, « Sida dans la Cité » avait des objectifs similaires à ceux de « Amor de Batey ». La première série a rencontré un tel succès qu'elle a été suivie d'une deuxième diffusée en 1996-1997, puis d'une troisième diffusée en 2003. Les trois séries ont connu une grande popularité dans tous les pays francophones d'Afrique de l’Ouest et d'Afrique centrale. Cette publication retrace la genèse de chacune de ces séries, en présente un bref synopsis, résume les résultats des évaluations formelles qui en ont été faites et fournit des appréciations plus informelles. Elle tire ensuite des conclusions et constate que les séries télévisées peuvent apporter des contributions très utiles à la lutte contre le VIH au niveau national. Les séries qui remportent le plus de succès sont basées sur de solides recherches, reflètent les réalités de la vie telles qu’elles sont vécues par les publics cibles et sont réalisées de manière très professionnelle, leur assurant à la fois un haut niveau de divertissement et une grande efficacité comme outil éducatif." (Résumé, page 5) more

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Drama for Development: Cultural Translation and Social Change
Inspiring Practice

Andrew Skuse, Marie Gillespie, Gerry Power (eds.)

Thousand Oaks, Calif.: Sage (2011), xxiii, 324 pp.

"By assessing edutainment as a space of cultural translation, Drama for Development advances an often neglected perspective in this topics' research. It focuses on what happens when various goals, worldviews and needs from donors, producers and the audiences come together in the production and meani ... more

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Radio Sound and Social Realism: In the Terrain of Drama for Development Production

Andrew Skuse

International Communication Gazette, volume 73, issue 7 (2011), pp. 595-609

"This article explores the use of sound in the context of two BBC World Service development-focused social realist radio drama productions in Afghanistan (New Home, New Life) and Nepal (Sweet Tales of the Sarangi). It examines the various ‘sound strategies' employed to enhance the realist aspirati ... more

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El radiodrama en la comunicación de mensajes sociales: Apuntes teórico-prácticos para la producción integral
Key Guidance

Francisco Godinez Galay

Buenos Aires: Ediciones del Jinete Insomne; Centro de Producciones Radiofónicas (2010), 166 pp.

"El presente texto es una aproximación básica a distintas cuestiones de la producción de radio que son necesarias para comenzar. No aspira a ser un manual de uso, de esos que tienen pasos a seguir para lograr el éxito, sino todo lo contrario: aspira a ser un texto de guía basado en conocimiento ... more

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TV Soap Operas in HIV Education: Reaching Out with Popular Entertainment
Inspiring Practice

Stuart Adams

Eschborn: German HIV Peer Review Group (PRG); Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) (2009), 38 pp.

"This publication looks closely at cases where Germany has supported the production and broadcast of television soap operas as key components of Behavior Change Communication (BCC) in three very different countries with three very different HIV epidemics: In Kyrgyzstan, the epidemic is largely conce ... ntrated among injecting drug users (IDUs), mostly young males but some female sex workers. It is spreading rapidly and there is concern it could soon spread into the general population. Originally broadcast in 2006, "Love as a Test" aims to get across messages that HIV affects not only "them" but could easily affect you and your loved ones and there are things you can do to prevent its spread and reduce its harm. In Dominican Republic, there are extremely high rates of HIV prevalence among ethnic Haitians who live in bateyes (settlements on agricultural plantations), rural areas and urban barrios. Originally broadcast in 2007, "Amor de Batey" aims to promote the consistent and correct use of low-cost but reliable condoms and, also, to empower women, improve their health and reduce child mortality. In Côte d'Ivoire, there are high rates of HIV prevalence throughout the country but much higher rates among women than men. Contributing factors include the common practice of having multiple concurrent sexual relations and low levels of education and specific knowledge about sexual and reproductive health. Originally broadcast in 1994, "SIDA dans la Cité" has aims similar to those of "Amor de Batey." The first series proved so successful that it lead to a second series, originally broadcast in 1996-97, and then to a third, originally broadcast in 2003. All three series have proved popular throughout French-speaking West and Central Africa. This publication shows how each series was developed, provides brief synopses, summarizes the results of formal evaluations and provides informal assessments. It draws lessons and concludes that television soap operas can make significant contributions to national responses to HIV. The most successful series are based on sound research, reflect the realities of life as it is lived by their target audiences, and are developed in a professional manner that ensures they meet high standards both as entertainment and as educational tools." (Executive summary, page 5) more

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Untold: Stories in a Time of HIV & AIDS. Audience Reception and Capacity Building Report

Soul City (2009), 24 pp.

"The Untold films bear testimony to the success of the skills development element of this Regional Programme initiative. The fact that these television dramas were developed, written, directed and produced in Botswana, Lesotho, Malawi, Mozambique, Namibia, South Africa, Swaziland, Zambia and Zimbabw ... more

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Entertainment-Education Through Digital Games

Hua Wang, Arvind Singhal

In: Serious games: Mechanisms and effects

Ute RItterfield, Michael Cody, Peter Verderer (eds.)

New York; London: Routledge (2009), pp. 271-292

"In summary, the present chapter analyzed the role of digital games in the growing practice of entertainment-education. We argued that serious games should not be automatically labeled as E-E digital games just because they include some social content. Connections were drawn between the social inter ... more

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Deference, Dissent, and Dispute Resolution: An Experimental Intervention Using Mass Media to Change Norms and Behavior in Rwanda

Elisabeth Paluck Levy

American Political Science Review, volume 103, issue 4 (2009), pp. 622-644

"Deference and dissent strike a delicate balance in any polity. Insufficient deference to authority may incapacitate government, whereas too much may allow leaders to orchestrate mass violence. Although cross-national and cross-temporal variation in deference to authority and willingness to express ... more

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Soul Buddyz Tomorrow is Ours: Evaluation Report 2008

Dunkeld West: Soul City Institute (2008), 24 pp.

"Soul Buddyz, an initiative of the Soul City Institute for Health and Development Communication (IHDC), in partnership with the South African Broadcasting Corporation (SABC), is a multi-media intervention targeting children aged 8 to 14 in South Africa. The intervention is focused on the promotion o ... more

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Pop Culture with a Purpose! Using Edutainment Media for Social Change

Virginia Lacayo, Arvind Singhal

The Hague: Oxfam Novib (2008), 53 pp.

"This publication focuses on unique communication-centered approaches to social change and introduces basic concepts, strategies and theories supporting edutainment strategies to foster social change and social movement building. It provides examples of how the organizations have used edutainment st ... more

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Entertainment education

Bärbel Garsoffky

In: Medienpsychologie: Schlüsselbegriffe und Konzepte

Nicole C. Krämer, Stephan Schwan, Dagmar Unz, Monika Suckfüll (eds.)

Stuttgart: Kohlhammer (2008), pp. 161-166

"Zusammenfassend bleibt festzustellen, dass mit Hilfe von Entertainment Education (EE) erwiesenermaßen positive Verhaltens- und Wissenseffekte zu erzielen sind. Allerdings wurde auch schon festgestellt, dass die Wirkung einzelner EE-Botschaften nicht unbedingt vorhersagbar ist: Nach der Ausstrahlun ... more

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Entertainment-Education and Audience Responses: The Case of Menta-Menged Radio Serial Drama in Ethiopia

Aderaw Genetu

Addis Ababa: Master Thesis Addis Ababa University (2008), vi, 89 pp.

"This study attempts to explore entertainment-education (E-E) radio drama audience responses/reactions, their motivating factors in writing letters to the drama and the relationship between audience responses and over all program goals of the drama, Menta Menged (Crossroads), in Ethiopia. Because en ... more

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Entertainment-Education for Better Health: Key Points

Esta de Fossard, Robert Lande

Johns Hopkins Center for Communication Programs (2008), 16 pp.

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Using Edutainment for Distance Education in Community Work
Key Guidance

Esta de Fossard

Michael Bailey (contrib.)

New Dehli: Sage (2008), 309 pp.

"Community workers in developing countries can provide on-the-ground support to encourage the general public to adopt and maintain behaviour change. This book is designed specifically as a guide for the creation of distance education programmes for these community workers. Covering the whole process ... more

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Prejudice, Conflict and Media. Reducing Intergroup Prejudice and Conflict Using the Media: A Field Experiment in Rwanda

Elizabeth Levy Paluck

Harvard: Weatherhead Center for International Affairs Harvard University (2007), 64 pp.

"Can the media reduce intergroup prejudice and conflict? Despite the high stakes of this question, understanding of the mass media’s role in shaping prejudiced beliefs, norms, and behaviors is very limited. A year-long field experiment in Rwanda tested the impact of a radio soap opera about two Rw ... more

Medios que mueven: Entretenimiento educativo para el cambio social Key Guidance

Les séries télévisées dans l’éducation sur le VIH: Atteindre les populations grâce au divertissement populaire Inspiring Practice

Drama for Development: Cultural Translation and Social Change Inspiring Practice

El radiodrama en la comunicación de mensajes sociales: Apuntes teórico-prácticos para la producción integral Key Guidance

TV Soap Operas in HIV Education: Reaching Out with Popular Entertainment Inspiring Practice

Using Edutainment for Distance Education in Community Work Key Guidance

Medios que mueven: Entretenimiento educativo para el cambio social
Key Guidance

Les séries télévisées dans l’éducation sur le VIH: Atteindre les populations grâce au divertissement populaire
Inspiring Practice

Drama for Development: Cultural Translation and Social Change
Inspiring Practice

El radiodrama en la comunicación de mensajes sociales: Apuntes teórico-prácticos para la producción integral
Key Guidance

TV Soap Operas in HIV Education: Reaching Out with Popular Entertainment
Inspiring Practice

Using Edutainment for Distance Education in Community Work
Key Guidance