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Pimp my farm: Eine Reality-TV-Show in Kenia verändert nicht nur die Ernte der teilnehmenden Bauern, sondern auch das Leben der Zuschauer

Fritz Habekuß

Die Zeit, nr. 51 (2023)

"[...] Tonny Njuguna ist Schauspieler und einer der beiden Moderatoren von Shamba Shape Up, einer Reality-TV-Show aus Kenia. "Shamba" bedeutet Farm in der Landessprache Kisuaheli, "shape up" ist Englisch und heißt so viel wie aufmotzen oder pimpen. Allein in Kenia schauen Woche für Woche bis zu ne ... un Millionen Menschen zu – und das bei 55 Millionen Einwohnern. Das Format ist so erfolgreich, dass Shamba Shape Up mittlerweile fast in jedem großen kenianischen Fernsehsender Nachahmer hat und das Original in andere ostafrikanische Länder exportiert wird. Shamba Shape Up gibt es seit 2010, und während das Team die dreizehnte Staffel dreht, läuft im Fernsehen die zwölfte. Die Idee hat Ähnlichkeiten mit MTVs Pimp My Ride, wo der Rapper Xzibit Anfang der 2000er Schrottautos tunen ließ. Bei Shamba Shape Up geht es dagegen um andere Dinge: um das richtige Futter für die Kühe, wie man seine Farm an die Klimakrise anpasst und wann es sinnvoll ist, sich gegen Ernteausfälle zu versichern. Um finanzielle Bildung für Bauern, darum, was es heißt, sich gut zu ernähren, und was man tun kann, wenn der eigene Hof von eingewanderten Pflanzen überwuchert wird. Das Wichtigste dabei ist, dass nicht nur den Bauern geholfen wird, sondern die Zuschauer etwas lernen. Zum Beispiel, wie man Passionsfrüchte richtig pflanzt. So wie Vivien Machanury jedenfalls nicht. Ihre ersten Pflanzen waren zu widerspenstigen Büschen herangewachsen, deren mickrige Früchte sie aus dem Gestrüpp herausschütteln musste. Drei Tage lang wird das Filmteam auf ihrem Hof drehen, am Ende soll sie wissen, was sie besser machen kann: "Ich kenne das aus meinem vorigen Job: sich auf ein Projekt konzentrieren, dann das nächste angehen." Vivian Machanury ist 50 Jahre alt. Vor drei Jahren hat sie ihren Beruf bei einem Telefonnetz-Betreiber aufgegeben. An der Wand ihres Hauses hängen noch Auszeichnungen als Mitarbeiterin des Monats und Zertifikate von Weiterbildungen. In ihrem Job hatte sie zuletzt ein Team von 50 Mitarbeitenden unter sich. Dann wurde sie Bäuerin. "Weißt du", sagt sie zu Tonny Njuguna, "ich habe mir das nur zugetraut, weil ich immer eure Sendung geguckt habe." Der ist sichtlich gerührt. "Das müssen wir gleich noch mal vor der Kamera machen", sagt er. [...]" more

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Reality TV and Civic Engagement: Researching the Lives of the Young Palestinians Who Ran for ‘The President’

Valentina Baú

Creative Industries Journal (2023), 21 pp.

"This article analyses the role that Reality TV can play in the lives of young participants, when a programme is designed as a strategic intervention to achieve change. With roots in Communication for Development notions, this study brings together different theoretical fields to illustrate how medi ... more

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The Cultural Politics of Affect and Emotion: A Case Study of Chinese Reality TV

Wei Dong

Bielefeld: transcript (2022), 232 pp.

"Against the background of the media commercialization reform since the 1990s in China and drawing on the case of »X-Change« (2006-2019), Wei Dong investigates the entanglements between emotion and subjectivity, ideology, identity and hegemonic power in the multimodal text of the program. The focu ... more

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Shamba Shape Up Series 11: Knowledge, Attitude and Practices Report

GeoPoll (2021), 65 pp.

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Makeovers Made Over: Ubuntu and Decolonization in Reality TV

Leyla Tavernaro-Haidarian

Television & New Media, volume 21, issue 5 (2020), pp. 439-456

"Narratives about Africa are often shaped by deficit discourses that frame “development” as an instrument for advancing the interests of global capitalism. From within this neoliberal view, Africa has to “catch up” to and “be taught” how to emulate and achieve the standards promulgated i ... more

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Can the TV Makeover Format of Edutainment Lead to Widespread Changes in Farmer Behaviour and Influence Innovation Systems? Shamba Shape Up in Kenya

Graham Clarkson, Chris Garforth, Peter Dorward, George Mose, Carlos Barahona, Francisco Areal, MacKenzie Dove

Land Use Policy, volume 76 (2018), pp. 338-351

"Edutainment, the combination of education with entertainment through various media such as television, radio, mobile phone applications and games, is increasingly being used as an approach to stimulate innovation and increase agricultural productivity amongst smallholder farmers in sub-Saharan Afri ... ca. Shamba Shape Up, a widely publicised makeover reality TV programme, is an example of edutainment that has received considerable attention, and airs in three countries in East Africa where it is estimated to be watched by millions of viewers. There is no published academic research on the influence of makeover television formats on innovation systems and processes in smallholder agriculture. Using an Agricultural Innovation Systems approach, this paper explores how makeover edutainment is influencing smallholder farmer innovation systems together with the effect this is having on smallholder farms. In the absence of previous research, it articulates a Theory of Change which draws on research traditions from mass communication, agricultural extension and innovation systems. Data came from two large scale quantitative (n=9885 and n=1572) surveys and in-depth participatory qualitative research comprising focus group discussions, participatory budgets, agricultural timelines, case studies and key information interviews in Kenya. An estimated 430,000 farmers in the study area were benefiting from their interaction with the programme through increased income and / or a range of related social benefits including food security, improving household health, diversification of livelihood choices, paying school fees for children and increasing their community standing / social capital. Participatory research showed SSU enhanced an already rich communication environment and strengthened existing processes of innovation. It helped set the agenda for discussions within farming communities about opportunities for improving smallholder farms, while also giving specific ideas, information and knowledge, all in the context of featured farm families carefully selected so that a wide range of viewers would identify with them and their challenges. Broadcasts motivated and inspired farmers to improve their own farms through a range of influences including entertainment, strong empathy with the featured host farm families, the way ideas emerged through interaction with credible experts, and importantly through stimulating widespread discussion and interaction amongst and between farmers and communities of experts on agricultural problems, solutions and opportunities. The fact that local extension workers also watched the programmes further enhanced the influence on local innovation systems. The findings indicate that well designed makeover edutainment can strongly influence agricultural innovation processes and systems resulting in impact on the agricultural production and behaviours of large numbers of smallholder farmers." (Abstract) more

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Global Media Studies

Toby Miller, Marwan Kraidy

Cambridge; Malden, Mass.: Polity Press (2016), vii, 247 pp.

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Lifestyle TV

Laurie Ouellette

New York; London: Routledge (2016), vii, 186 pp.

"Lifestyle TV analyzes a burgeoning array of lifestyle formats on network and cable channels, from how-to and advice programs to hybrid reality entertainment built around the cultivation of the self as project, the ethics of everyday life, the mediation of style and taste, the regulation of health a ... more

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Edutainment TV for Disseminating Information About Agriculture

Evelyne Kiptot, Steven Franzel, Cara Nora, Anne-Marie Steyn

Global Forum for Rural Advisory Services (GFRAS); World Agroforestry Centre (2016), 4 pp.

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Shamba Shape Up Series 6 - Kenya: Knowledge, Attitude and Practices Survey Report

The Media Company (2016), 48 pp.

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Edutainment TV for Disseminating Information About Agriculture

International Center for Tropical Agriculture (CIAT) (2015), 2 pp.

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Shamba Shape Up Series 4: Knowledge, Attitude and Practices Survey Report

The Media Company (2014), 46 pp.

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Nonfiction-Formate für TV, Online und Transmedia: Entwickeln, präsentieren, verkaufen

Claudia Gerhards

Konstanz; München: UVK (2013), 147 pp.

"Der Bedarf an non-fiktionalen Unterhaltungsformaten ist groß: Er beschränkt sich nicht mehr nur auf das klassische »On Air«-Fernsehen, sondern erstreckt sich zunehmend auf zusätzliche, onlinefähige Medienkanäle, die über Computer, Smartphones oder Tablets abgerufen werden können. Das erste ... more

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Remote Control: Indian Television in the New Millennium

Shoma Munshi

New Delhi et al.: Penguin (2012), xix, 353 pp.

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Unterhaltungsrepublik Deutschland: Medien, Politik und Entertainment

Andreas Dörner (ed.)

Bonn: Bundeszentrale für politische Bildung (bpb) (2012), 320 pp.

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Reality Television for Community Development: The Kwanda Initiative in South Africa

Lebo Ramafoko, Gavin Andersson, Renay Weiner

Nordicom Review, volume 33, issue Special issue (2012), pp. 149-162

"Kwanda was an innovative community development initiative of the Soul City Institute and partners. Five deprived communities were challenged to make their areas 'look better, feel better and work better’ by addressing health and development issues. Responses to this challenge were documented in a ... more

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Global Television Formats: Understanding Television Across Borders

Tasha Oren, Sharon Shahaf (eds.)

New York; London: Routledge (2012), xii, 392 pp.

"For decades, television scholars have viewed global television through the lens of cultural imperialism, focusing primarily on programs produced by US and UK markets and exported to foreign markets. Global Television Formats revolutionizes television studies by de-provincializing its approach to me ... more

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Shamba Shape Up: Series One Evaluation

InterMedia (2012), 58 pp.

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Popular Media, Democracy and Development in Africa
Top Insights

Herman Wasserman (ed.)

London; New York: Routledge (2011), xiii, 288 pp.

"Popular Media, Democracy and Development in Africa examines the role that popular media could play to encourage political debate, provide information for development, or critique the very definitions of 'democracy' and 'development'. Drawing on diverse case studies from various regions of the Afric ... more

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Salam Shabab: Views and Voice of Iraqi Youth

Theo Dolan, Alexis Toriello

Washington, DC: United States Institute of Peace (USIP) (2011), 5 pp.

"Salam Shabab (Peace Youth) is a unique reality TV series filmed in Iraq that brought together youth from six provinces of Iraq to compete for a chance to become youth “Ambassadors of Peace.” The views of young Iraqis participating in Salam Shabab, along with new surveys on youth perspectives, h ... more

Popular Media, Democracy and Development in Africa Top Insights

Popular Media, Democracy and Development in Africa
Top Insights