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Entertainment Education


The synergy of entertainment and education consists of deliberately combining ... You love me, I love you! When we are ready! Success? ... – PowerPoint PPT presentation

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Title: Entertainment Education

Entertainment Education
  • COMT 480/580

  • Definitions
  • Background
  • Examples
  • Lessons Learned

  • What is entertainment education?
  • The synergy of entertainment and education
    consists of deliberately combining the joy of
    entertainment with the empowering potential of
    education to achieve social progress for all.

The International ee 2000 EventThe Third
International Entertainment Education for Social
ChangeSeptember 17-23, 2000 Arnhem and
Amsterdam, the Netherlands
  • Entertainment educationalso termed
    enter-educate, pro-social entertainment,
    pro-development entertainment, edu-tainment and
    infotainmentis defined as
  • the process of putting educational content in
    entertaining formats and messages in order to
  • increase knowledge
  • create favorable attitudes
  • change overt behavior concerning an educational

  • Role modeling (Banduras Social Learning Theory
    We learn by identifying w/ characters and
    modeling their behavior when we see its
  • Positive role models
  • Transitional characters
  • Negative role models
  • Efficacy
  • Individual
  • Collective

  • Population Communication International
  • www.population.org
  • Tinka, Tinka Sukh (Happiness Lies in Small
    Things) 1996
  • Radio soap opera in India
  • Against child marriage
  • Gender equity
  • Against dowry
  • Girls education
  • Self-development
  • Family planning
  • HIV prevention

Tinka Tinka Sukh
  • Village like Lutsaan
  • Progressive traditional
  • Characters identified with
  • Messages
  • Dowry
  • Poonam, bride, is beaten by her husband in-laws
    (negative role models) for not providing adequate
    dowry. She is sent back to her parents after
    incorrectly being accused of infidelity, and then
    commits suicide.
  • Child marriage
  • Kusum is married at 18, gets pregnant, dies.
  • Efficacy
  • Sushma is left by her husband starts a sewing
    school (positive role model)
  • Sunder, a drug addict, gets clean and finds a
  • Villagers construct a new hospital

  • Tinka Tinka Sukh
  • Poster-letter from Village of Lutsaan, India
  • Vowed to oppose dowry
  • Shyam Club supported girls schooling
  • Endorsed family planning as a cost-saver
  • Claimed emotional involvement with characters
  • tailor idd w/ Ramlal (pampered son who becomes a
    development officer) as a transitional character
  • Limited media access (only 60 radios for pop.

How or why effective?
  • Tailor Post-master
  • Opinion leaders
  • Diffusion of innovations (Everett Rogers)
  • Interpersonal communication
  • Transitional role model
  • Parasocial interaction
  • Tailors shop

Untapped Potential
  • Entertainment media
  • Most pervasive genre
  • Tells us how to think, speak, dress
  • 3 reasons it should be tapped
  • Development problems are huge, resources scarce
  • Leisure entertainment is mega-trend
  • Media access growing worldwide
  • Positive audience reception to social messages on

  • Entertainment degradation programs
  • Lots of sex violence
  • Little media deals w/ consequences
  • Boredom education programs
  • Entertainment education
  • Sesame Street, PBS
  • Cognitive learning skills
  • Archie Bunker (negative role model for bigotry)
  • Embedded messages (Winsten, 1999)
  • Designated driver campaign on 77 shows, e.g. LA

Lessons learned
  • Entertainment education can be used to educate
  • Start-up costs high
  • Formative research crucial
  • Balance creative communication research
  • Can be transferred across cultural boundaries
  • Economies of scale
  • TV content shaped by eco political realities

Ethics of Entertainment-Education
  • Ethics in the field of Entertainment-Education
  • Participation
  • Encourage full and informed participation of all
    stakeholders, including audiences.
  • Information
  • Based on appropriate information
  • Design
  • Culturally tailored messages
  • Include careful design and monitoring of
    implementation processes
  • Monitor
  • Monitor effects societal consequences

  • Goals
  • conducting and sharing research to the
    development of the Entertainment-Education field
  • fine-tuning of current research methods
  • new and more comprehensive approaches for
    formative, monitoring, and evaluation research
  • set a research agenda that includes study into
    the role of performing artists, their involvement
    in social subjects, and intended and unintended

  • expand professional expertise through continuing
    pre-service and in-service training and education
    in related professional fields
  • promote sound business practices that will
    support sustainability, including branding and
    marketing, to optimize cost-effectiveness with a
    fair and equitable financial return to all

  • The organizing parties of the International ee
    2000 Event committed to
  • develop a network of associates that will
    facilitate the exchange of information and
  • sustain this network, establishing and
    coordinating a Web site, developing a global
    distribution system for existing Entertainment-
    Education materials, and other initiatives.
  • plan for future meetings amongst our
    organizations and with other interested parties
  • establish awards to recognize excellence in the
    Entertainment-Education field

  • E-E 2000E-E 2000 took place from September
    17-23, 2000 in the Netherlands.
  • The E-E 2000 Event will consist of five days of
    interactive programs with plenary sessions,
    multimedia presentations, expert panels, and
    "real life" clusters.

Haiti "Zanmi" Music Video
  • The Youth Reproductive Health project, Sept. 1995
  • Target youth between the ages of 15-24 in the
    metropolitan area of Port-au-Prince.
  • Goal to promote reproductive health issues
    among youth
  • Context The project was designed during a
    period of political unrest and financial crisis
    in Haiti, during the 1995 UN tightening of the
    embargo imposed on the country. It is the first
    project of its kind in Haiti.

Formative research
  • One-week message materials development workshop
  • Fondation de Santé Reproductive et d'Education
    Familiale (FOSREF),
  • Center for Development and Health (CDS)
  • Johns Hopkins University Population Communication
    Services (JHU/PCS)
  • Members of target audience

Message development
  • During the workshop the young participants
    developed the following materials
  • a sexual responsibility game
  • a song for a music video
  • three radio spots
  • three photonovelas
  • a poster
  • a general information leaflet

Messages (contd)
  • ZanmiA song and music video were products of the
    Youth Reproductive Health Project. Their themes
  • protecting and respecting yourself and your
    relationships and
  • Sexual responsibility
  • Both the song and the video were produced by King
    Posse, a well known rap group in Haiti
  • with financial support from the United Nations
    Population Fund (UNFPA) and technical support
    from ASPHA (Haitian Public Health Association).

Rap song
  • Lyrics (translated from Creole)Let's take care!
    Let's control ourselves!When we are ready, So as
    not to have any regrets!You love me, I love you!
    Let's take care!You love me, I love you!Let's
    control ourselves!You love me, I love you! When
    we are ready!

  • The video continued to be played on commercial
    TV in Haiti and the song was heard regularly on
    the radio. It is an excellent example of the
    enter educate approach because the song is
    perceived by the Haitian public as just another
    song by King Posse and not as a song with a
    health-related message. Everybody, particularly
    adolescents, knows the lyrics of the song.
    JHU/CCP web site.
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