"Tsha Tsha is an entertainment-education television drama series focusing on young people and dealing with love, sexuality and relationships in a world affected by HIV/AIDS. Audience research utilised by the South African Broadcasting Corporation (SABC) showed that episodes 1-13 achieved an audience
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share of 48.1% during the first broadcast and 47.4% during the rebroadcast in the 16-24 year age group. Episodes 14-26 achieved 48.4% share. This report describes the conceptual underpinnings of Tsha Tsha and presents results of research on audience responses to the first 26 episodes. Data collection spanned the period April 2003 to May 2004." (Executive summary)
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"This article identifies radio in Africa as an important social space for interrogating the everyday lives of its listeners. By focusing on a specific Kenyan radio play 'Not Now', the article explores the thematic concern of forced marriage and its moral implications on listeners. Importantly, 'Not
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Now' is pointed out as part of a larger programme of radio drama in Kenya, Radio Theatre, which engages with issues of the quotidian. The debate on forced marriage is therefore a segment of themes explored in radio drama in Kenya that revolve around the domestic sphere and which eventually, it is argued, form part of the quotidian debate." (Abstract)
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"This is a practical guide for writers, producers and others who use radio dramas as the vehicle to bring about behaviour change among socioeconomically disadvantaged communities in the developing world. Divided into three parts, the first argues for the power of radio to initiate change and stresse
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s the need for careful planning of programmes; the second describes in detail the duties of the programme manager; while the third provides guidance and tips for script writers." (Publisher description)
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"The inception of the research project came from the realization of the tremendous potential of the Sabido Method Entertainment Education Dramas. The Sabido method dramas have been tried out and proven to have a remarkable success in many countries in promoting pro social issues. The thesis thus too
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k the two Sabido Method Entertainment-Education Serial Radio Dramas, the Amharic Yeken Kignit and the Afan Oromo Dhimbiba dramas as practical examples and examined the contribution of the dramas to the HIV/AIDS prevention endeavors in the Ethiopian context." (Abstract)
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"While radio drama cannot be considered to be a new practice in Nigeria, the systematic ‘hybridization’ of drama with other analytical tools of development is a more recent practice. The radio drama experience of the African Radio Drama Association (ARDA) encompasses theatre, dialogue and social
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discourse, in an attempt to bridge fiction and social reality. This paper is therefore an attempt to examine the contributions of the ARDA in their series Rainbow City through the medium of drama and the organized ‘Listeners Groups’ across the areas where the broadcast is received. The issues discussed and raised here try to answer the following questions. What is new? What are the prospects of using radio drama to address development issues? What bottlenecks exist and what is the way forward? The paper is written based on the experience of the writer as one of the group leaders in the radio drama listeners group." (Abstract)
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"1. Filled an Important Supporting Role to Indigenous Civil Society: Centre Lokole work supported indigenous civil society, providing them with information and services that enabled them to be more effective and informed in their work. This is important as it reinforces the sustainability of indigen
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ous agencies. Further consideration should be given to providing open and equal access for all local groups. 2. Developed a Highly Popular and Effective Radio Medium: The radio soap opera Jirani Ni Ndugu is the jewel in the Centre Lokole crown. This radio programme is highly popular and effective, with what appears to be a dedicated listenership that takes to heart many of the messages of the programme. Not all the radio programmes have avid followings however and further consideration needs to occur as to the strategic purpose these shows make. 3. Programming Initiated a Multiplier Effect: The results of CL programming went beyond those directly engaged participants. Independent initiatives resulting from engagement in a CL activity or project were clearly visible." (Executive summary)
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"In den USA werden seit Ende der 60er Jahre unter dem Stichwort „Entertainment-Education“ (EE) verschiedene Bemühungen unternommen, prosoziale und gesundheitsfördernde Themen gezielt in mediale Unterhaltungsangebote zu integrieren. Auf der Grundlage dieses Ansatzes wurden vor allem für Entwic
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klungsländer zahlreiche Radio- und Fernseh-Soapoperas produziert. Der Beitrag befasst sich auf der Grundlage internationaler Studien mit der Frage, inwieweit dieser Ansatz zur Gesundheitsförderung beitragen kann. Vorliegende Evaluationsstudien bescheinigen den Entertainment-Education-Projekten fast einhellig ein gesundheitsförderndes Potenzial. Die Stärken des Ansatzes liegen den Studien zufolge zum einen in der Sensibilisierung der Rezipienten für bestimmte Gesundheitsthemen und zum anderen in der Förderung interpersonaler (Peer-)Kommunikation über gesundheitsrelevante Themen. In vielen Fällen führten die Sendungen darüber hinaus zu einer kritischen Reflektion eigener Ansichten und Einstellungen und motivierten zu Verhaltensänderungen auf individueller und sozialer Ebene. Da der Ansatz überwiegend in Ländern der so genannten Dritten Welt erprobt wurde, ist das Konzept jedoch nur bedingt auf westliche Industrieländer und deren Medienumgebungen übertragbar." (Zusammenfassung)
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"The purpose of this book is to synthesize critical lessons learned about effective HIV/AIDS prevention programs, emphasizing the role of communication strategies. Combating AIDS focuses on communication strategies that could mobilize political action, target high-risk groups, and overcome stigma. T
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he authors describe and analyze advocacy strategies, culturally-engaging targeted and tailored responses, and the entertainment-education strategy, including the use of television and radio soap operas to engage audiences emotionally and create a forum for public debate and discussion." (Publisher description)
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"Taking 14 radio serial dramas from around the world shows that many aspects of the way they are organised are not replicable: what works in one context would just not work in another. This is because of the very nature of pro-social media projects: they depend so much on the personal contacts of th
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e producers, and the specific needs and tastes of the target audience. A successful model for one country may well not work in another, simply because there are so many variables. Having presented this caveat, the following is a list of replicable features gleaned from the 14 projects studied. More detail about how these features work in practice can be found in each case-study. The features have been selected because they either show up strongly across all projects, have been singled out by project-holders as the key to their success, or because they seem to have the potential for translating across countries and sectors." (Recommendations, page 21)
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"The aim of this article is to introduce and analyze the case of the South Africa media NGO ‘Soul City – Institute of Health and Development Communication’ in order to discuss how an entertainment-education based communication strategy can contribute to a participatory development process. Fir
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stly, I introduce the history and development of Soul City. Secondly, I provide a brief historical overview of the developments within entertainment-education in relation to the general discussions of communication for development. Finally I present Soul City’s communication strategy, the edutainment model, and analyze how Soul City contributes to the further development of entertainment-education strategies in both theory and practice. As so often seen before, practice comes prior to theory, and I thus argue that what Soul City is de facto doing is anticipating the theoretical advancement I wish to argue for referent entertainment-education (EE). The point I argue is that Soul City represents a third pathway in a field which traditionally has been divided between two major schools of thought: the diffusion of innovation-oriented theories and methodologies on one hand and the participatory theories and methodologies on the other. A new paradigm within communication and development is emerging." (Abstract)
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"Entertainment-education is the process of designing and implementing an entertainment program to increase audience members' knowledge about a social issue, create more favorable attitudes, and change their overt behaviors regarding the social issue. The results of a field experiment in Tanzania to
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measure the effects of a long-running entertainment-education radio soap opera, Twende na Wakati (Let's Go with the Times), on knowledge, attitudes, and adoption of human immuno deficiency virus (HIV)/acquired immune deficiency syndrome (AIDS) prevention behaviors are presented. Multiple independent measures of effects and the experimental design of this study confer strong internal and external validity regarding the results of this investigation. The effects of the radio program in Tanzania include (1) a reduction in the number of sexual partners by both men and women, and (2) increased condom adoption. The radio soap opera influenced these behavioral variables through certain intervening variables, including (1) self-perception of risk of contracting HIV/AIDS, (2) self-efficacy with respect to preventing HIV/AIDS, (3) interpersonal communication about HIV/AIDS, and (4) identification with, and role modeling of, the primary characters in the radio soap opera." (Abstract)
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"Most past studies of entertainment-education programs have not provided an adequate theoretical explanation of the process through which community members enact system-level changes as a result of exposure to entertainment-education media message. Here we study the effects of an entertainment-educa
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tion radio soap opera by means of an observational case study in one Indian village. We investigate the paradoxes, contradictions, and audience members' struggles in the process of media-stimulated change, a process involving parasocial interaction, peer communication, and collective efficacy." (Abstract)
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