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Entertainment Education

Til Debt Do Us Part: South African Soap Opera & Financial Education

Uwimana Basaninyenzi's picture

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.

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Anne-Katrin Arnold's picture

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.