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Entertainment education (“edutainment”) is a communication strategy that works through mass entertainment media with the aim of promoting a better context for behavior change than the delivery of information alone. We experimentally evaluate season 3 of the edutainment TV series MTV Shuga, produced by MTV Staying Alive Foundation and filmed in Nigeria. Shuga 3 consists of eight episodes of 22 minutes each. While the main focus of the series is HIV, a subplot involves a married couple with a violent husband.
In this paper, we focus on this theme and assess the impact of Shuga on attitudes toward domestic violence. We find broadly positive effects. Moreover, the effect seems to be concentrated among people who recall the show and the narrative around the characters well, consistent with the idea of edutainment.
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Author: Nicola Jones
Much progress has been made since Beijing in 1995, when ‘The Girl Child’ was singled out as one of 12 priorities for advancing gender equality and women’s empowerment. Improvements in girls’ access to education and empowerment have accompanied reductions in child marriage. But there is still a long way to go to ensure that all adolescent girls in low- and middle-income countries (LMICs) can exercise voice and agency in their families and communities.
My recent fieldwork trips to Azraq camp in Jordan (home to Syrian refugees) and Ethiopia’s pastoralist Afar region really underscored this. It is not just that girls need opportunities to exercise voice and agency within their families and communities; there is also the urgent and daunting collective task of ensuring that governments and development partners translate these voices into adequate support and resourcing.
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Anna Turley, Feminist and Strategic Communications Consultant, direct from Cape Town, South Africa.
This episode of Comuniqui discusses “MeToo”, the movement, the moment, the narratives and the disagreements. It talks about gender-based violence across the world, discusses organizing across the world. And Argue about social media, Internet, the Media and how they represent women of different age, race, and social class, feminists and non-feminists in the groundswell that “MeToo” generated.