Forget Oprah; real social change agents watch soap operas
I recently learned about a television show in an African nation that reached half of the country’s population and effected real positive change. No, it wasn’t Oprah; it was “opera,” as in “soap opera!”
“Entertainment education” is a communication strategy that incorporates social learning theory, research on the influence of role models, and quality production values to create demonstrable positive changes in the behavior of people. For a more complete overview of the strategy and some amazing statistical results from several nations across the globe, listen to my podcast interview of Bill Ryerson, president of Population Media Center, the not-for-profit organization that is leading this program’s development and expansion.
I met Bill at the recent IABC International Conference in New Orleans, while we were discussing the IABC Advocacy Initiative during the Tuesday night Advocacy Dine-Around. During our discussion at the Dine-Around, Bill mentioned something that I hope IABC members (or any readers of this blog) might be able to help to accomplish.
The Population Media Center is in discussions with a large philanthropic organization that has expressed interest in funding a huge multi-country humanitarian effort in Africa. The goal is to address on a large scale, three [updated 7/24/07] two aspects of the HIV/AIDS epidemic:
- Communication that would result in positive behaviorial changes,
Anti-retroviral treatment for HIV-infected individuals,and- Orphan care based on supporting grass-root, community involvement so that children remain in their local community.
[7/24/07 update: Bill stated in an email, "I should correct some misinformation I gave you regarding the project. It turns out that we do not need to include a component for anti-retro viral treatment."]
As Bill told me, the Population Media Center is providing the communication component; however, he is still seeking organizations that can help provide the other two components in a multi-country effort.
If you or an organization you know might be able to join forces with the Population Media Center, contact Bill Ryerson directly at 1-802-985-8156 or email him at ryersonATpopulationmediaDOTorg (substitute an @ for the AT and a period for the DOT).
I would love to see this effort succeed…it might even make the Oprah Show!
July 25th, 2007 at 6:55 am
Hey Tom,
The practise of using entertainment to change thought and behavior is not new. But while very effective, it can also be a dangerous tool in the wrong hands, and may raise ethical considerations. Where do we cross the line between communication intended to educate and persuade, and manipulation designed to control and coerce? Even when it’s for a good cause, are propaganda tactics ethical? If we could solve all of a society’s problems, save lives, etc., through mass hypnosis, would that be ethical?
This has been on my mind this week, after watching the video on YouTube, “Toxic Sludge is Good for You” (http://www.youtube.com/watch?v=yaMh8KGfkTM) when I came across it on the myragan homepage. It’s heavily biased against our industry, but raises some issues I think are valid.
I’m not sure what the answers are, and I’m certain I’ve probably used tactics in the past that fall into this category. But I’d like to see more discussion of issues like this. I think our industry is rapidly losing credibility and “anti-spin” sentiment is growing, so if we don’t address these issues ourselves, it might end up out of our hands.