It requires people to be active participants in development, demanding services and products that add value to their lives and engaging in behaviors that are conducive to increasing their own welfare. Health prevention is a case in point.
At our HIV Impact Evaluation Workshop in Cape Town, South Africa in 2009, I listened to Nancy Padian, a medical researcher at the Women’s Global Health Imperative, presenting a systematic review of random control trials testing the effectiveness of HIV prevention campaigns.
The study she presented explained how three dozen HIV prevention campaigns had failed to change sexual behavior and reduce HIV incidence.
The presentation gave us pause. The review dismissed the communication campaigns as an ineffective means to change behavior and slow down the HIV epidemic.
A closer look revealed that the campaigns lacked inspiring narratives, and were communicated through outdated and uninteresting outlets such as billboards and leaflets.
The question we asked ourselves was: Can we do this differently?
There seems to be much enthusiasm today for efforts to improve access to information about poor people’s rights and entitlements. In a much debated recent example, Facebook’s “Free Basics” platform provides free access to a selected slice of the internet (including, of course, Facebook). In arguing for Free Basics, Mark Zuckerberg says that “everyone … deserves access to the tools and information that can help them to achieve all those other public services, and all their fundamental social and economic rights.” I think we would all agree; less obvious is whether Free Basics will help do that. Critics argue that it is a “walled garden” approach—indeed, a threat to net neutrality. There have been proposals for other options using subsidized internet data packs, as in the proposal for India made recently by Nandan Nilekani and Viral Shah.
Development is not easy; making it sustainable, even more difficult. Take for example road traffic rules. We can build better roads and install traffic lights, but cannot guarantee adherence to traffic rules. Even with laws in place, people may be more willing to pay fines than stop at a red light or wear seat belts. How do you make people value their own lives or their betterment? To succeed, we have to motivate people rather than just educate them.
These are some of the views and reports relevant to our readers that caught our attention this week.
International development according to Hollywood
“International development is just about at the bottom of the list of things that the average American thinks about each day.
Foreign bureaus are closing for major US news sources. One of the big television networks turned down more money for global health reporting after a series, entirely funded by grants, led to a dip in viewers. In other words ratings were so bad that the network turned down millions of dollars. It is that tough.
Aside from advocacy efforts like Kony 2012 and Oxfam advertisements, how are people learning about the world around them if they are not reading the news? The answer could be Hollywood.” READ MORE
Will Maletsatsi take the necessary steps to get out of debt and successfully manage her finances in the future? This is the central question posed in Scandal, a South African soap opera that is the subject of a new World Bank Policy Research Working Paper. Maletsatsi, the main character in this show, is in a real bind. After borrowing an excessive amount of money and gambling away her fortunes, she is forced to confess the extent of her debt to family and friends. In one scene, her daughter convinces her to negotiate lower monthly payments with a local furniture store. The store eventually agrees to extend the loan period, but her interest rate goes up and she starts to ignore other bills, leaving them unopened and unpaid. A well-intentioned woman, you can’t help but sympathize with Maletsatsi, who was only trying to create a beautiful home for her husband and family. It is through this emotional connection that television viewers are not only able to relate to the main character’s dilemma, but are also able to share Maletsatsi’s joy as she learns the rules of sound financial management and takes control of her debt.
When we talk about how mass communication can be used to foster development effectiveness, what kind of communication are we talking about? Well, I would say that we often talk about information-centered mass communication – be it in political media or through other channels. Communication centered on facts and bits of information is certainly a wide-spread approach in development, but let’s think about communication that does not so much focus on facts, but on emotions and context.
- The World Region
- The Team
- Soap Opera
- Search for Common Ground
- My Island My Community
- Makutano Junction
- Health Communication
- Fire and Gold
- financial literacy
- Entertainment Education
- communication for development
- Behavior Change Communication
- behavior change