ENTERTAINMENT EDUCATION
(EE)Prof.Dr.Aung Tun
Thet
Based on World Bank WDR 2015, Spotlight 2
MASS MEDIA
Source of sustained change
Means of promoting development
ENTERTAINMENT EDUCATION (EE) Opportunity to affect:
Mental models of individual viewers
Mental models accepted by wider society
Context for collective action
THEORY BEHIND ENTERTAINMENT
EDUCATION
ENTERTAINMENT EDUCATION (EE) Entertainment media incorporate educational message or information of value to audience
Increase audience members’ knowledge about issues
Create favorable attitudes
Change overt behavior
ENTERTAINMENT EDUCATION (EE) Entertainment media incorporate educational message or information of value to audience
Increase audience members’ knowledge about issue
Create favorable attitudes
Change behavior
ENTERTAINMENT EDUCATION (EE) Psychologist Albert Bandura - pioneer in social cognitive theory
Children who viewed violent images on television demonstrated more aggressive behavior than those who viewed neutral content
ENTERTAINMENT EDUCATION (EE) Observing performance of others
People acquire:
Patterns of behavior
Framework about what behaviors mean
ENTERTAINMENT EDUCATION (EE) Focused on narratives - dramas and soap operas
Narrative or story format help motivate change in audience
ENTERTAINMENT EDUCATION (EE) Show
Positive role models who experience “rewards”
Negative role models who are “punished”
Third type of role model - transitional character - gradually moves from negative to positive behaviors during story
ENTERTAINMENT EDUCATION (EE) Narratives guide audience members through change process
Developing confidence in own abilities (self-efficacy) through association with desirable characters
Facilitate behavior change
Effective when people swept up in narrative, or experience
ENTERTAINMENT EDUCATION (EE) When individuals absorbed in narrative
Less critical and defensive
More open to persuasion
ENTERTAINMENT EDUCATION (EE) When individuals absorbed in narrative
Less critical and defensive
More open to persuasion
ENTERTAINMENT EDUCATION (EE) Identification with specific character involves temporary loss of self
Adoption of character’s perspective
Persuasive messages easily accepted
ENTERTAINMENT EDUCATION (EE) People find entertainment more enjoyable when transported beyond themselves and identify with character
Affected by social context
ENTERTAINMENT EDUCATION (EE) People find entertainment more enjoyable when transported beyond themselves and identify with character
Affected by social context
ENTERTAINMENT EDUCATION (EE) Aspirational videos shown in Ethiopia more effective when more people in community exposed to content
In the United States teens who watched with parent or other trusted adult, comedy that included information on contraception reported greater gains in knowledge
Stimulated discussion which provided further information
EVIDENCE OF IMPACT
ENTERTAINMENT EDUCATION (EE) Positive impacts found:
In-script partnership with South African soap operas relating to financial attitudes and behaviors
Videos shown in Ethiopia to induce future-oriented investments such as education for children
Radio drama in Rwanda improved perceptions of social norms such as cooperation and willingness to engage in dialogue
ENTERTAINMENT EDUCATION (EE) In Brazil, access to TV Globo network dominated by soap operas with independent female characters with few, or even no children linked to country’s rapid drop in fertility
Viewing soap operas had effect equal to 1.6 years of additional education
ENTERTAINMENT EDUCATION (EE) In India access to cable television reduced fertility and son preference and increased women’s autonomy
Radio program in Tanzania linked to significant increase in condom use
In United States reality TV show linked to significant drop in teen pregnancy
BUSINESS MODELS FOR
ENTERTAINMENT EDUCATION
ENTERTAINMENT EDUCATION (EE) In Latin America private television channels producing commercially successful tele-novelas with social content
In most other developing country markets main approach through public sector or donor-funded productions
ENTERTAINMENT EDUCATION (EE) Successful examples:
Hum Log, Kalyani, and Taru in India
Meena in South Asia
Twende na Wakati in Tanzania
ENTERTAINMENT EDUCATION (EE) Many markets saturated with media
Challenging to break through and create impact with single show
ENTERTAINMENT EDUCATION (EE) New approaches focus on partnerships between the public and private sectors and civil society (PPP) to:
Increase audience size
Overcome high cost of media production
Strengthen social impact
ENTERTAINMENT EDUCATION (EE) Happening at firm level in media companies committed to social action:
Well Told Story in Kenya
Participant Media in United States
ENTERTAINMENT EDUCATION (EE) NGOs seek to bridge gap between content experts in academia or government and media producers
Variety of methods: intensive collaboration on scripts to soft-touch approaches such as after-hours “salons”
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