"Reducing stigma is key to improving the wellbeing of people with albinism in Tanzania. This study aimed to obtain more insight into the effects of two radio interventions with regard to albinism-related stigma: a radio drama and a radio interview. Assessment of the radio interventions was based on
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two attitude measurement instruments (The Albinism Explanatory Model Interview Catalogue Community Stigma Scale and the Albinism Social Distance Scale), an entertainment scale, and two informal (group) interviews. In total, 111 community members participated in the assessment prior to the radio drama, and 65 after. In the case of the radio interview, 123 community members participated in the assessment prior to the radio show, and 77 after. Following the radio drama, a significant reduction was found in terms of community stigma, and a reduction in social distance was found after both interventions. The entertainment score for both interventions was high, but significantly higher for the radio drama. The respondents indicated that they had gained more understanding of albinism as a result of the interventions, and were positive about this type of education. The current study shows that a radio show in which the listener interacts with someone with albinism can contribute to a reduction in stigma, and demonstrates that different types of radio intervention can have different outcomes." (Abstract)
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"A través de historias que nos conmueven y nos tocan emocionalmente, Romper el Silencio tiene como objetivo enseñarnos a escuchar a otras personas con apertura y empatía, aunque piensen distinto; a reconocer sus argumentos aunque no sean los nuestros; a respetar sus ideas sin señalamientos y al
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final, a entendernos y asumir maneras no violentas de tramitar nuestras diferencias personales y sociales, para construir formas de convivencia y contribuir a la no repetición del conflicto armado en Colombia. Utilizando los formatos más populares del entretenimiento, Romper el Silencio facilita a las y los jóvenes, a sus familias, a los docentes y al público en general, armar conversaciones y reflexionar sobre temas complejos, en especial, donde es más difícil: el conflicto armado, lo que pasoì y por queì pasoì, los responsables, la justicia restaurativa y la importancia de la reparación de las víctimas." (Página 2)
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"While social media offer an unprecedented opportunity for orchestrating large-scale communication campaigns, it is often difficult to track audience responses on various digital platforms over time and to ascertain if their engagement is aligned with the original intention. In this article, we shar
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e a promising solution—the purposive embedding and tracking of unique content elements as “markers” using text analytics techniques. Four markers were introduced in an Indian melodramatic television serial, Main Kuch Bhi Kar Sakti Hoon (I, A Woman, Can Achieve Anything), which was part of a larger transmedia edutainment initiative in India to promote sanitation, family planning, and gender equality. These markers served as anchors for audience engagement with the originally intended messaging embedded in the narratives as well as for program monitoring and evaluation. We applied various web-based tools to systematically track marker-related engagement on Facebook, Twitter, and YouTube across eight months. We also conducted semantic network analysis to better understand how marker-related social media comments evolved over time. Our investigation of using markers for digital engagement and narrative exchange in MKBKSH makes an important and timely methodological contribution to the scholarship and praxis of social and behavior change communication." (Abstract)
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"Adolescents in Mexico experience high pregnancy and birth rates. A collaboration with Grupo Televisa led to the development of an entertainment-education telenovela intervention, Overcome the Fear (OTF), which aired in 2020 to a national audience and addressed adolescent sexual and reproductive hea
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lth (SRH) topics. This study details the development and evaluation of OTF’s impact on adolescent contraceptive practices and parent-adolescent SRH communication in Mexico" [...] Conclusions: This study suggests that viewership of a high-quality entertainment-education telenovela informed by extensive formative research is related to adolescent health outcomes and to parent-adolescent SRH communication on a country-wide scale in Mexico. Entertainment-education remains an underutilized public health strategy, despite its promise to engage viewers and motivate healthful behaviors." (Abstract)
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"This paper experimentally tests the effectiveness of two short edutainment campaigns (under 25 minutes) delivered through Facebook Messenger at reshaping gender norms and reducing social acceptability of violence against women in India. Participants were randomly assigned to watch video clips with
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implicit or explicit messaging formats (respectively a humorous fake reality television drama or a docuseries with clear calls to action). After one week, the intent-to-treat effects of the implicit format on knowledge, gender norms, and acceptability of violence against women oscillated between 0.16 and 0.21 standard deviations yet impacts diminished after four months. By contrast, the explicit format was more impactful in the short term in increasing willingness to share video clips with friends and promoting online information-seeking behaviors. In the medium term, individuals who were exposed to the docuseries were 7.5 percentage points more likely to add a frame against violence against women in their Facebook profile picture, a public display of their disapproval of this harmful practice. The general lack of heterogeneous effects across social status indicators suggests social media as a potential medium for reaching different online populations, including vulnerable ones." (Abstract)
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"This book introduces the potential of gamification and games to solve the great societal and organisational challenges that corporations and public institutions are dealing with today. It is written for innovation professionals, entrepreneurs, game designers, and students who seek to understand and
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apply the potential of gamification and games in different organisations. The essential insights from this book build on results from the European GAMIFY project: It leverages the knowledge of more than 150 experts we interviewed and the lessons learned from developing games responding to innovation challenges in leading European firms. GAMIFY stands for 'Games as Methods to enhance Innovation and Entrepreneurship'. The project was motivated by the observation that games and gamification have been successfully used to increase productivity within organisations, and in isolated initiatives, also to facilitate the innovation and entrepreneurship (I&E) capabilities of organisations." (Preface, page 5)
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"As part of the Inclusive Futures programme, BBC Media Action produced a radio drama, Story Story, and accompanying social media content, to tackle stigma and discrimination around disability in Nigeria. This content was broadcast from November 2020 to November 2021 through local radio partners in s
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ix states – Enugu, Federal Capital Territory (FCT), Kano, Kaduna, Kogi and Lagos. This briefing draws on a literature review and key insights from BBC Media Action’s mixed-methods evaluation of the drama conducted in June and July 2021. The evaluation included a large-scale quantitative household survey and qualitative research in the six states. It examines the evidence for using drama to address disability-related stigma, discusses lessons on how best to engage audiences on disability inclusion through media and evaluates the impact of the Story Story drama on audiences. It also includes examples of characters, storylines and dialogues to illustrate how the drama addressed disability inclusion and related stigma. The briefing concludes by reflecting on what the evaluation tells us about the role that media and communication, specifically drama, can play in supporting disability inclusion and tackling disability-related stigma and discrimination." (Page 2)
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"How can sound be utilized as a tool for political conscientization? COVID-19 has disrupted face-to-face organizing tactics for progressive movements globally, making it necessary to branch out to more mediated forms of grassroots political organizing. In this article, we explore how sound might be
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employed to invoke an imagined working-class community across ethnic, gender and generational divides against a backdrop of crisis and corruption on the structural level. Through a close listening of a South African radio drama, 'Plague in the Time of King Kapital and Queen Corona' (KKQC), we find that the use of sound enables a worldmaking that is both attuned to structural inequities and imagines a utopian, solidaristic working-class community. KKQC offers a case of worldbuilding and political conscientization through radio drama that is relevant to understanding the possibilities of the genre in the contemporary South African context." (Abstract)
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"This book lays out the history of entertainment-education and discusses the boundaries of what counts as entertainment-education and narrative persuasion, includes both authors who work within academia and authors who are practitioners, and chapters focusing on developed and developing countries; d
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raws upon communication principles and theory but prioritizes actionable lessons for how entertainment-education actually works." (Publisher description)
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"Intimate partner violence (IPV) impacts the physical and mental health of one in three women globally, with equally high rates in rural Nepal. The risk of physical violence, stalking, harassment, and homicide between intimate partners increases when alcohol is used by the perpetrator. This study ev
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aluates the impact of Change Starts at Home, a nine-month intervention to prevent IPV in which 360 married couples in the Terai region of Nepal listened to a serial radio drama and engaged in Listening Group Discussions. A sub-sample of 18 couples were selected for individual in-depth interviews that were taken at the end of the intervention and 16 months later. Participants strongly and consistently associated alcohol use with IPV against women in their own and others’ relationships. Husbands and wives agreed that men sustained reductions in alcohol use, conflict, and perpetration of IPV, attributed to improvements in communication, conflict resolution, and a reduction in alcohol expenditure following the intervention. The results of this study suggest that integrating programming on alcohol reduction within IPV prevention interventions in the Terai region of Nepal has benefits on couple functioning, alcohol consumption, and IPV perpetration." (Abstract)
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"In April 2020, as cases of the novel COVID-19 spread across the globe, MTV Staying Alive Foundation created the educational entertainment miniseries MTV Shuga: Alone Together. In 70 short episodes released daily on YouTube, Alone Together aimed to disseminate timely and accurate information to incr
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ease young people’s knowledge, motivation, and actions to prevent COVID-19. We sought to identify Alone Together viewer’s perspectives on the global COVID-19 pandemic and national lockdowns by examining the words, conversations, experiences, and emotions expressed on social media in response to the Alone Together episodes. We also assessed how viewers used the series and its online community as a source of support during the global pandemic. Method: A total of 3982 comments and 70 live chat conversations were extracted from YouTube between April and October 2020 and analyzed through a data-led inductive thematic approach. Aggregated demographic and geographical data were collected using YouTube Analytics." (Abstract)
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"COVID-19 created a substantial set of challenges for health communication practitioners in the process of planning, implementing, and evaluating entertainment-education (EE) campaigns. EE is a theory and evidence-based communication strategy that employs entertainment media for educational messagin
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g. Here, we briefly review EE campaigns in response to previous health emergencies and present three cases of EE responses to the COVID-19 pandemic from leading global organizations (PCI Media, BBC Media Action, and Sesame Workshop). Responses ranged from adaptation and re-distribution of existing content to creating new content under social-distancing restrictions and utilizing transmedia. These cases demonstrate that EE initiatives responding to future pandemics may be well served by starting with existing infrastructure to quickly build capacity, support, and trust; working with partners to tailor programs to the local context; and continuing to focus on good storytelling while simultaneously considering evolving media formats and theory." (Abstract)
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"The ubiquitous presence of digital games has resulted in an expansion of the applications of these games from mere entertainment purposes to a great variety of serious purposes. In this edited volume, we narrow the scope of attention by focusing on what game theorist Ian Bogost has called 'persuasi
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ve games', that is, gaming practices that combine the dissemination of information with attempts to engage players in particular attitudes and behaviors. This volume offers a multifaceted reflection on persuasive gaming, that is, on the process of these particular games being played by players. The purpose is to better understand when and how digital games can be used for persuasion by further exploring persuasive games and some other kinds of persuasive playful interaction as well. The book critically integrates what has been accomplished in separate research traditions to offer a multidisciplinary approach to understanding persuasive gaming that is closely linked to developments in the industry by including the exploration of relevant case studies." (Publisher description)
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"There is a growing body of evidence from rigorous evaluations demonstrating the effectiveness of education entertainment – ‘edutainment’– interventions in achieving development outcomes. Building on this research, this study presents the results of a pioneering quasi-experimental evaluation
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of Navrangi Re, a 26-episode television drama aired in India in 2019. The show was the first ever edutainment broadcast on commercial television in India. It aimed to influence sanitation behaviours through changing knowledge and attitudes, increasing risk perception, stimulating conversations, building collective efficacy, and creating social disapproval against poor faecal sludge management practices. The evaluation compared changes in outcomes of those exposed to the TV show with those unexposed, applying differences-in-differences estimation to a panel of 2,959 respondents. Baseline balance tests show high comparability between exposed and unexposed respondents. It found exposure to the drama led to significant changes in most outcomes with 37% of those who watched at least one episode showing behavioural intent to act, rising to 78% of those who had watched at least seven episodes. The show reached 59.6 million unique viewers, confirming drama as an effective, low cost and scalable tool to engage people around faecal sludge management – a critical and hard to address issue." (Abstract)
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"With rapidly changing digital platforms and the impact of globalization on cultural diplomacy that has provoked the increasing mediatization of the field, non-state actors are now able to expand networks and gain legitimacy by addressing new publics using digital spaces. While the research about th
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e use of social media as a vehicle for cultural diplomacy continues to increase, little work has been done reflecting on the potential of another digital medium: video games. This study intends to fill that gap by assessing video games’ potential to serve as tools for cultural engagement in cultural diplomacy programming. Using the video game Never Alone as a case study, this dissertation explores the opportunity to provide a digital third space where imagined contact can occur to foster cultural understanding. Never Alone is a puzzle platformer video game developed in collaboration with the Iñupiaq Alaska Natives to showcase their culture. The game’s inclusive development process also works to examine virtual third spaces as a site for decolonial action at the microlevel regarding the Iñupiaq and the video game industry and at the macrolevel regarding Inuit diplomacies. This research attempts to critically explore the possibility for non-state cultural diplomacy initiatives using video games as tools to shape perceptions about the world." (Abstract)
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"Where do we end up when we enter the time machine that is the digital game? One axiomatic truth of historical research is that the past is the time-space that eludes human intervention. Every account made of the past is therefore only an approximation. But how is it that strolling through ancient A
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lexandria can feel so real in the virtual world? Claims of authenticity are prominent in discussions surrounding the digital games of our time. What is historical authenticity and does it even matter? When does authenticity or the lack thereof become political? By answering these questions, the book illuminates the ubiquitous category of authenticity from the perspective of historical game studies." (Publisher description)
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"Recent reports indicate that over 20,000 Arab fighters traveled to join ISIS in Iraq and Syria and another 5-15 percent of millennials across seven Arab countries consider some violent extremist groups to be on the right path. In response, Arab countries have experimented with entertainment-educati
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on (E-E) by using anti-extremism narratives in popular culture to address radicalization at the societal level. This study explores whether those narratives can elicit viewers’ parasocial interaction (PSI)—pseudo friendships with or animosity toward mediated personas that can catalyze persuasion—with fictional characters. Using qualitative and quantitative content analyses of more than 8,600 YouTube comments, this study explores Arab viewers’ responses to a recent E-E project, al-Siham al-Marika (The Piercing Arrows) drama series, that portrays life under ISIS’s control. The findings identify recurrent themes in the pool of comments, such as show debates, religious contestations, political disputes, empathy for victims, and engagement with plotline/characters. More importantly, they reveal at least one out of six comments (n=1477) exhibits PSI with fictional characters, addressing them as part of their social milieu. The study further traces the variations in the nature of PSI in relation to mediated positive role models, negative role models, and transitional characters in the narrative. It concludes with a discussion of E-E’s potentials as an anti-extremism messaging strategy and PSI’s role as a useful metric in assessing such narratives." (Abstract)
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"'El Radioteatro. Olvido, renacimiento y su consumo en otras plataformas' nos ofrece las claves del pasado, presente y futuro de un género, de un formato radiofónico que se sustancia en una explosión de creatividad que acaricia nuestros sentidos y nos abre a un mundo de posibilidades en una perfe
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cta conjunción de palabra, efectos especiales y música. El Radioteato es la expresión por excelencia del guion radiofónico ―el más completo de los géneros, el que más pasión y entrega exige de sus actores, guionistas y realizadores; y sin embargo un género que permaneció olvidado durante demasiado tiempo. Pero la esperanza perdida se convierte en realidad cuando renace como ave Fénix con el reto de conquistar a los nativos digitales que empiezan a admirar su riqueza en multipantallas, a la carta, en un medio de transporte o en altavoces inteligentes. Los textos que integran este volumen son la culminación del trabajo realizado en el I Congreso Internacional de Radioteatro celebrado en la Universidad de Málaga en marzo de 2019." (Descripción de la casa editorial)
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"Navrangi Re! (Nine To A Shade), a 26–episode television drama series was created to take the discussion on e Faecal Sludge Management (FSM) to mainstream audiences, beyond the domain of infrastructure and technology. It was the result of a unique partnership between a donor (the Bill & Melinda Ga
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tes Foundation), a commercial media network (Viacom18), an academic institution (Centre for Social & Behavior Change, Ashoka University), an evaluation partner (Oxford Policy Management), and a global media brand with proven social and behaviour change communication expertise (BBC Media Action). Navrangi Re! is the story of an urban neighbourhood – a mohalla – where lots of different people live cheek by jowl, and through the trials and tribulations of life in an urban jungle, find ways to overcome this constant crisis mode that has become normalised. The mohalla is a creative device to accommodate an entire socio–economic microcosm, with different families occupying different points on the sanitation value chain [...] The evaluation results of Navrangi Re! demonstrate the power of narratives in making the invisible, visible – in bringing attention to critical, silent and complex social problems. They also validate the science, art and craft used in BBC Media Action’s narrative ‘engagement’ model – a) rooting the storytelling in research and theory, b) a commitment to an immersive creative approach and c) an unwavering focus on ‘entertainment first’. The results also show that it is possible for narratives to walk the tightrope between outcomes and audience ratings to achieve change. There is strong evidence that an insight–based Theory of Change combined with all the ingredients that make compelling drama helped Navrangi Re! deliver on the twin challenges of achieving Television Rating Points (TRPs) week after week and demonstrating impact. The results shine the light on the need for innovative partnerships. Crafting partnerships that bring together donors, private sector platforms, academia, research and storytellers is the need of the hour. In a post–Covid world, different stakeholders need to convene more of these partnerships to leverage the power of narrative for stronger societies." (Pages 2-14)
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