Entertainment-Education Behind the Scenes

"At the time of this collection, we are in the midst of a global pandemic and in the throes of what the World Health Organization calls an 'infodemic'....It seems in this crisis that there is a growing awareness of the power and impact of media....[M]edia must be willfully and more conscientiously studied, funded, shaped, and utilized if we hope to create a better future. As entertainment-education scholars and practitioners, we can be a key part of that future." - Paul Falzone and Lauren B. Frank, Editors

Embedded within the field of communication for development, entertainment-education (EE) is an approach to social and behaviour change (SBC) that uses stories and media as a tool to change the world. This open access book tracks the latest trends in the theory, research, and practice of EE, which is sometimes called edutainment, social impact television, narrative persuasion, or cultural strategy. It also lays out the history of EE, asking questions such as: What are the boundaries of EE, and how much do they need to focus on narrative drama versus other forms of storytelling? How do academic theories in the EE field relate to theories of change that practitioners can apply in the field? In the new media landscape with multiple screens, how can EE reach audiences and keep them engaged? What works and what doesn't work in the field of EE?

With chapters focusing on developed and developing countries, the book features both authors who work within academia and authors who are practitioners - offering insight into how EE works and what its potential pitfalls may be. In this sense, it "gives readers an opportunity to learn from the successes and mistakes of the experts, taking a behind-the-scenes look at the business of making entertainment-education media." Thus, the book draws upon communication principles and theory but prioritises actionable lessons, some of which include (summarised from "Epilogue: The Next Reel for Entertainment-Education", by Paul Falzone and Lauren B. Frank):

• Media channels and distribution - The advances of new digital technologies hold promise for innovative new EE formats; for example, at the time of this writing, TikTok is emerging as a popular platform. However, such avenues for EE practice can leave behind those with less access to media. To reach these less connected audiences, for example, one chapter describes use of basic mobile phones, off-grid, and out-of-home venues for EE. Questions that arise include: What are the ethical implications of the digital divide? Are there ways to combine old and new media channels within the same campaign to reach more of the audience?
• Research - Many of the chapters end with explicit recommendations for research. There is strong agreement on the importance of using formative research with audience members to develop and pilot messages. Moreover, several authors call for funding of and planning for outcome evaluation from the beginning. However, there is disagreement on exactly what kind of research should count as evidence for the field. Studies of EE's impact are still largely dependent on surveys and self-report. It is possible that as more advanced measurement tools and technologies emerge and evolve, including biometric tools that are not currently operating at scale, we may have a more nuanced understanding of how persuasion operates. A question to consider: Is there the potential to develop generalised scales that measure social impact of EE in a global context?
• Theory - EE and the broader field of social and behaviour change communication (SBCC) value interventions that are grounded in theory. Many authors reiterate the need for multi-level theories and socioecological models that speak not only to individual processing of EE campaigns but also to institutions and societies. The need to always tie theory to practical advice for creating and implementing campaigns is a theme, as is the question: How can we best adapt and iterate theories with our audiences and stakeholders to create overarching theories that reflect local understandings?
• Message design - While no formula can be provided when novelty is part of what engages audiences, the case studies here provide practical lessons that can guide content creators. For example: Ensure stories make sense and are believable within the local context; make the educational content part of the primary storyline, rather than incidental to the script (while still prioritising entertainment); tap into emotions; develop characters who are relatable, particularly the protagonists; and rely on cultural advisors and the audience itself to help shape the message. Working from research, theory, and principles grounded therein, what new ideas will emerge to help creators design strong content?
• Relationship building - In order to achieve EE goals, relationships need to be built: between scholars and creative content designers, with researchers in the field, with the government and private organisations that may provide access to services that EE programming creates demand for, with media companies, etc. Going forward, how can we ensure that the list of stakeholders is not limited to those with institutional power? How can we include our audience as active participants in the co-creation of long-term relationships to promote social change?
• Growing the EE field - EE is tasked with the challenge of having to compete in a commercial marketplace but is bound by the twin limitations of needing to have a positive impact and being able to demonstrate that impact. How will practitioners expand and evolve the opportunities, while also keeping pace with evolutions in audience taste and the marketplace? Many authors call for opportunities to share effective campaign frameworks. Since 1989, there have been six Entertainment Education for Social Change conferences, including one held within the 2018 International SBCC Summit. Per Paul Falzone and Lauren B. Frank: "Both the Communication Initiative Network and Compass provide spaces for sharing SBCC projects and include sections for entertainment-education (Communication Initiative, n.d.; USAID, n.d.). It is only when we work together that the field can evolve as a whole, and more frequent direct contact yields such opportunities. The opportunity to grow our collaboration, share our tools and findings, and co-create more effectively is not yet fully realized. Doing so requires a more consistent community of practice."

Contents include:

From Then to Now: Historical Perspectives

• Introduction: Entertainment-Education Behind the Scenes, by Lauren B. Frank, Paul Falzone (pps. 3-14)
• Miguel Sabido's Entertainment-Education, by Miguel Sabido (pps. 15-21)
• The Impact of Social Change Communication: Lessons Learned from Decades of Media Outreach, by William N. Ryerson, Teffera Negussie (pps. 23-38)
• Entertainment-Education as Social Justice Activism in the United States: Narrative Strategy in the Participatory Media Era, by Caty Borum Chattoo (pps. 39-59)
• A Strange Kind of Marriage: The Challenging Journey of Entertainment-Education Collaboration, by Martine Bouman (pps. 61-83)

From Theory to Practice

• Transportation into Narrative Worlds, by Melanie C. Green (pps. 87-101)
• The Emotional Flow Hypothesis in Entertainment-Education Narratives: Theory, Empirical Evidence, and Open Questions, by Yotam Ophir, Angeline Sangalang, Joseph N. Cappella (103-20)
• Music and Culture in Entertainment-Education, by Carlos Chirinos-Espin (pps. 121-35)
• Strengthening Integration of Communication Theory into Entertainment-Education Practice: Reflections from the La Peor Novela Case Study, by Rafael Obregon, Jessica Wendorf Muhamad, Charlotte Lapsansky (pps. 137-54)

From Research to Impact

• Using Audience Research to Understand and Refine a Radio Drama in Myanmar Tackling Social Cohesion, by Sally Gowland, Anna Colquhoun, Muk Yin Haung Nyoi, Van Sui Thawng (pps. 157-74)
• Social Norms Theory and Measurement in Entertainment-Education: Insights from Case Studies in Four Countries, by Amy Henderson Riley, Farren Rodrigues, Suruchi Sood (pps. 175-94)
• In Search of Entertainment-Education's Effects on Attitudes and Behaviors, by Donald P. Green (pps. 195-210)
• When Life Gives You Lemons: What to Do When Something Goes Wrong in Your Carefully Planned Research and How to Avoid Disasters in the First Place, by Sheila T. Murphy (pps. 211-21)
• Mind the Gap! Confronting the Challenges of Translational Communication Research in Entertainment-Education, by Hua Wang, Arvind Singhal (pps. 223-42)

From Concept to Implementation

• Entertainment-Education, American Style: Informing and Studying Hollywood's Portrayals of Social Issues, by Erica L. Rosenthal, Kate Langrall Folb (pps. 245-64)
• Challenging the Forcefield: Crafting Entertainment-Education Transmedia Campaigns, by Joyee Shairee Chatterjee, Ragini Pasricha, Radharani Mitra, Lauren B. Frank (pps. 265-78)
• Youth and Entertainment-Education, by Sebastián Cole, Jessica Taylor Piotrowski (pps. 279-90)
• How to Make a Living Legend: Bibliobandido as Literacy Movement Building, by Marisa Morán Jahn (pps. 291-310)
• When Your Audience Is Your Channel: Facebook for Behavior Change, by Drew Bernard, Sarah Francis (pps. 311-22)
• Last Mile Media: A How-To Guide, by Paul Falzone, Gosia Lukomska (pps. 323-37)
• Epilogue: The Next Reel for Entertainment-Education, by Paul Falzone, Lauren B. Frank (pps. 339-348)