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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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Pretty Liar: Television, Language, and Gender in Wartime Lebanon

Natalie Khazaal

Syracuse, NY: Syracuse University Press (2018), 325 pp.

"Pretty Liar" explores the rise of language and gender politics on Lebanese television to tell the untold story of the co-evolution of Lebanese television and its audiences and how the civil war of 1975-1991 affected that co-evolution. The shift in public interest in television has been widely ackno ... more

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Bridging Theory and Practice in Entertainment Education: An Assessment of the Conceptualization and Design of Tsha Tsha in South Africa

Blessing Makwambeni, Abiodun Salawu

Sage Open, issue January-March (2018), 12 pp.

"The entertainment–education (E-E) strategy in development communication has been widely described as the panacea to development challenges in Africa. However, despite its growing application on the continent, E-E is still argued to be inhibited from contributing meaningfully toward development ef ... more

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Accounting for Youth Audiences’ Resistances to HIV and AIDS Messages in the Television Drama Tsha Tsha in South Africa

Blessing Makwambeni, Abiodun Salawu

SAHARA-J: Journal of Social Aspects of HIV/AIDS, volume 15, issue 1 (2018), pp. 20-30

"Using cultural studies as its conceptual framework and reception analysis as its methodology, this study investigated and accounted for the oppositional readings that subaltern black South African youths negotiate from Tsha Tsha, an E-E television drama on HIV and AIDS in South Africa. Results from ... more

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Makutano Junction: A Village Soap Opera for Kenyan TV. An Interview with Producer and Mediae.org Director and Co-Founder David Campbell

Ben Stringer, David Campbell

Architecture and Culture, volume 5, issue 1 (2017), pp. 99-113

"Makutano Junction is an ‘edutainment’ soap opera made for local TV stations in Kenya and other East African countries. The show is about a fictional peri-urban village and the people who live in it. The program is made in Kenya, but was devised and is produced by Mediae, a UK based company that ... more

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Erfolgsfaktoren von audiovisuellen Medienprojekten in Entwicklungs- und Schwellenländern

Andrea Herrmann

Offenburg: Hochschule Offenburg, Studiengang Medien und Informationswesen, Bachelorarbeit (2016), 83 pp.

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Can Mass Media Cause Change? A Randomised Control Trial Finds Out

BBC Media Action (2016)

"Can the mass media cause changes in an audience’s knowledge, attitudes and intention to practise behaviours? At BBC Media Action, we have just successfully conducted a randomised control trial (RCT) to investigate this chain of causality in a prime time health TV drama in Bangladesh." (Introducti ... more

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Identification with Characters, Elaboration, and Counterarguing in Entertainment-Education Interventions Through Audiovisual Fiction

Juan-Jose Igartua, Jair Vega Casanova

Journal of Health Communication, volume 21, issue 3 (2016), pp. 293-300

"The aim of this article is to further knowledge of the explanatory processes of narrative persuasion in the field of health communication, using data obtained in a research study of entertainment-education based on audiovisual fiction. Participating in the study were 208 young persons between the a ... more

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Writing and Producing for Television and Film
Key Guides

Esta de Fossard, John Riber

New Delhi et al.: Sage, 2nd ed. (2015), xiii 234 pp.

"This book is intended as a guide on the use of the visual media for behavior change communication. It is not intended as a textbook for those just entering the world of television or film writing and production. While there are some reminders of good writing and production techniques for many progr ... more

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Medios de comunicación, contenidos y comportamiento: Algunos énfasis sobre la inclusión financiera

Alberto Chong, Martin Valdivia

Enbreve, issue 49 (2014), 13 pp.

"Este documento resume la literatura reciente sobre el rol de los medios de comunicación con relación al comportamiento social haciendo particular énfasis en contenidos de inclusión social. Nuestro objetivo es modesto: simplemente tratar de crear consciencia sobre el importante rol que herramien ... more

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Ein Fall für Kommissar Amanullah. Justizaufbau mit Fernsehkrimis: Westliche Entwicklungsfachleute rümpfen die Nase, doch in den Wohnzimmern in Kabul kommt die Botschaft an

Dorn Townsend

welt-sichten, 26. Juni (2014)

"Seit einigen Jahren zeigt das afghanische Fernsehen zahlreiche Krimis und Dokumentationen von Gerichtsprozessen. Sie werden von Afghanen produziert, aber aus dem Ausland finanziert, unter anderem von der Europäischen Kommission, den Vereinten Nationen und der US-amerikanischen Entwicklungsagentur ... more

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Testing a Media Intervention in Kenya: Vioja Mahakamani, Dangerous Speech, and the Benesch Guidelines

Lauren Kogen

Philadelphia, PA: Annenberg School for Communication, Center for Global Communication Studies (CGCS) (2013), 29 pp.

"Susan Benesch, human rights scholar, genocide prevention fellow at the U.S. Holocaust Memorial Museum, and faculty associate at the Berkman Center for Internet & Society at Harvard University, has, over the last several years, developed an analytical framework for identifying ‘dangerous speech’ ... more

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Reinforcement or Reactance? Examining the Effect of an Explicit Persuasive Appeal Following an Entertainment-Education Narrative

Emily Moyer-Gusé, Parul Jaion, Adrienne H. Chung

Journal of Communication, volume 62, issue 6 (2012), pp. 1010-1027

"Entertainment-education interventions frequently include an explicit persuasive appeal, such as an epilogue, at their conclusion. This may help to overcome potential limitations of narrative persuasion by highlighting and clarifying the underlying message. Despite this potential, an explicit persua ... more

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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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Drama for Development: Cultural Translation and Social Change
Deep Insights

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

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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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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TV Soap Operas in HIV Education: Reaching Out with Popular Entertainment
Deep Insights

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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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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Evaluating Heartlines 2006: A Platform for Change. A Summary Report of the Research

Health and Development Africa

Houghton: Heartlines (2007), 32 pp.

"HEARTLINES is an innovative programme developed by The Mass Media Project in South Africa. The intervention’s purpose is to address South Africa’s social issues, such as HIV and AIDS, crime, violence and the breakdown of family and social structures. HEARTLINES is unique in its approach in that ... more

Writing and Producing for Television and Film Key Guides

Drama for Development: Cultural Translation and Social Change Deep Insights

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

TV Soap Operas in HIV Education: Reaching Out with Popular Entertainment Deep Insights

Writing and Producing for Television and Film
Key Guides

Drama for Development: Cultural Translation and Social Change
Deep Insights

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

TV Soap Operas in HIV Education: Reaching Out with Popular Entertainment
Deep Insights