Influence of Audio Drama in Educating Youths on HIV/AIDS and Sex
Chapter One
Study Objectives
General objective
The purpose of this study was to analyse the potential of edutainment as a tool for communicating social change as far as HIV and AIDS among the youth in Nigeria was concerned.
Specific objectives
- To assess the effectiveness of audio drama in communicating HIV and AIDS messages among the youth in Lagos
- To investigate the influence of Abule-Oloke Merin audio drama on its youth audience in Lagos
- To find out how HIV and AIDS messages are packaged in the Abule-Oloke Merin audio drama to impact on the life of youths in Lagos State.
CHAPTER TWO
LITERATURE REVIEW
Introduction
This chapter focuses on scholarly works that address various perspectives of edutainment and its role in influencing behavioural response to HIV and AIDS media messages.
Past struggles, present status and future agenda of edutainment
Past struggles of edutainment
Combining entertainment and education to produce social change is not new. It goes back in human history as the timeless art of storytelling. In countries, which are rich in oral tradition, folktales with moral messages are an integral part of people’s non-formal education. Folk theatre, dance, drama, fables, morality plays, religious music and other forms of art display many elements of educational strategy (Singhal &Rogers, 1989). Piotrow (1994) agrees with Singhal by describing edutainment as perennial. Here, he means that it was present thousands of years ago, it is here today and it is likely to flourish in the future.
Entertainment education has been around for centuries in the form of theatre, books, and storytelling. But the emergence of mass media, such as television, internet, radio, and mobile phones, has transformed entertainment education. Technological advances make it a sustainable, quick and cost-effective way to provide information and education to very large numbers of people – literally in the billions. Globally, more than 1.4 billion households have a radio with the figure expected to rise by another 150 million by 2013 (http://wbi.worldbank.org/wbi/content/entertainment-education)
In the event of formulating the entertainment education strategy, there were two undesirable trends in mass media programming: 1) entertainment-degradation programmes 2) boredom education programmes (Singhal 1994). Singhal says that entertainment-degradation programmes represent the growing trend of degrading a message to increase its entertainment value in order to achieve a larger audience. This trend could still be ongoing due to the highly commercialised nature of media in the world and this is evident in Nigeria. Media practitioners capitalise on the commercial viability of a programme to air on radio, radio or publish in a newspaper. In the event of commercialising programmes, entertainment programmes end up earning prime time or space because they attract large audiences. As mentioned earlier, one characteristic of entertainment is that it is popular. People across cultures, all over the world like to be entertained. Giving the entertainment aspect of a programme a priority rather than the educative message in a programme results in what Singhal calls entertainment- degradation.
Boredom-education programmes represent a type of educational programming, which despite good intentions and heavy investment, are perceived as dull and didactic by audiences, whereby most programmes that promote agriculture, health and many others in many developing countries often fall in this category. In these programmes, educational content is overtly emphasized to the point that the audience members are annoyed. Audiences also lose interest because of the slow spaced non-engaging presentation style of many educational programmes.
The two undesirable trends that have emerged, therefore, lead us to a question, how best can we combine entertainment and education to achieve desirable results and make it become a best alternative in communicating social development issues, especially among the youth in this study.
Singhal, Obregon, & Rogers,(1994); John Hopkins Centre for Communication,(1995) point out that entertainment media have a high potential to educate the public on a variety of social topics like HIV and AIDS, gender equality, environmental conservation, literacy and many others. Further, the educational potential of entertainment media has not been tapped systematically in either developed or developing countries. They suggest that the policy makers and media practitioners should most seriously consider the potential of entertainment media because research suggests that carefully designed entertainment can reach audiences, educate them about development topics, and promote behaviour change among them and at the same time commercially viable
Scholarly and policy interest in using entertainment media for educational purposes is forewing. In 2000, the estimate of 75 communication projects was underway in about 40 developing countries, which combine entertainment and educational media appeals as strategies Singhal (2002).
CHAPTER THREE
RESEARCH METHODOLOGY
Introduction
This chapter presents the research methodologies that used to carry out the study. Also in this chapter are the research site, research methodology, target population, unit of analysis and observation units’ research site, sampling design, techniques of data collection, instruments of data collection and data analysis.
Research site
The study site was Lagos where the majority of youths can access television. It examined the potential of edutainment as a tool for communicating social change as far as HIV and AIDS among the youth in Nigeria is concerned among students in the University of Lagos, Main Campus. The institution was preferred because it has youth from all backgrounds, both rural and urban. It also has youth from most if not all parts of the country.
Study Population
This study concentrated on youth aged between 18-24 years. This range of years covers all the students in the University of All the Academic Years in the University of Lagos. According to the University of Lagos database (2023), there are a total of 49,488 undergraduate students. These comprise both male and female students that come from all parts of Nigeria.
Most of the youth in this university access television because the university has installed televisions in strategic areas that can easily be reached by the students. In addition, some students own televisions in their halls of residence.
This study targeted 1,200 students enrolled in Bachelor of Arts (development communication), and Bachelor of Arts (broadcast production) who are between the ages of 18 to 24yrs only from the University of Lagos, main campus in Lagos State.
CHAPTER FOUR
DATA ANALYSIS AND INTERPRETATION
Introduction
This chapter presents the data that was found on the the potential of edutainment as a tool for communicating social change as far as HIV and AIDS among the youth in Nigeria is concerned. The research was conducted on sample size of 180 respondents comprising of students enrolled in Bachelor of Arts (development communication), and Bachelor of Arts (broadcast production) who are between ages of 18 to 24yrs only from the University of Lagos, main campus in Lagos State out of which 121 respondents completed and returned the questionnaires duly filled in making a response rate of 67%. The study made use of frequencies (absolute and relative) on single response questions. On multiple response questions, the study used Likert scale in collecting and analyzing the data whereby a scale of 5 points was used in computing the means and standard deviations. These were then presented in tables as appropriate with explanations being given in prose.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Introduction
This chapter presents summary, conclusion and recommendations on the potential of edutainment as a tool for communicating social change as far as HIV and AIDS among the youth in Nigeria is concerned.
Summary of findings
The impact of Abule-Oloke Merin audio drama on its youth audience.
The study established that majority of the respondents (73 percent) had watched the telvision series while 27 percent said they had not watched it. Eighty percent the respondents had watched it in 2009, 85 percent watched in 2011 while 96 percent watched in 2013. The varying periods of watching the radio series is explained by the fact that each of the stated year signifies the release of seasons 1,2 and 3 of the radio series respectively. Those who had never watched the Abule-Oloke Merin audio drama attributed it to the fact that they could not access a television by then, they were not aware of its existence and others were not interested in the series.
In relation to the impact of Abule-Oloke Merin audio drama on its youth audience, the study established that the audio drama had a significant impact by; showing that HIV affects all walks of life regardless of social standing and race (52.3%) . Creating awareness on the kinds of behaviour, including sexual involvement with multiple partners, sexual exploitation, and alcohol abuse can make young people more vulnerable to HIV (52%). It showed me the importance of knowing my HIV status (52%). Resonating with the current trend of young people’s issues of sexual relationships against a background of continuing HIV and AIDS infections (51%) It helped me better understand the consequences of sexual decisions on the lives of young people, our partners and loved ones (50%). Abule-Oloke Merin was educative on the current challenges facing the youth (49.2%). It affirms the use of condom for HIV prevention (46.5%) It deterred me from alcohol abuse (44.3%). on the contrary the respondents disagreed that Abule-Oloke Merin was just a audio drama (23.9%).
Accordingly, Ndeti (2013), HIV and AIDS communication among the youth requires a move away from debates about whether HIV is a health related or development problem. This is because, as observed by Kiai (2009), one of the opportunities lost in addressing HIV and AIDS was the early perception of HIV as a health problem rather than a development one. This in turn resulted in the neglect of other facets of the epidemic.
Additionally, Abule-Oloke Merin audio drama was able to bring out real life issues in an entertaining and more approachable way, especially for the youth. It particularly portrayed the “evils” young people become entangled in and the ways in which they try to get out of this situation. Just like in real life, it shows how some people get “unstuck” from the situations they face and how others are unable to get out. With such themes, the youth were able to see and understand what they go through and the consequences of the choices they make as well as the opportunities for reforming. The gritty sex and relationships radio drama, is reaching young people in a way traditional Aids campaigns have rarely done. For decades, attempts to curb HIV in Africa have focused on either medical solutions or behavioural changes – normally tied in with Christian-based abstinence messages. That has rarely worked in the continent’s countries, which have borne the brunt of a 30-year epidemic. Similarly, Singhal &Rogers (2002) have argued in favour of entertainment education. They argue that entertainment education is a strategy that that involves people in the entire preparation of a campaign. Further, they say that entertainment education has been found more effective in motivating individuals to talk to each other about what they learned from entertainment education messages.
Packaging of HIV and AIDS Messages in the Abule-Oloke Merin audio drama
The study revealed that 93 percent of the respondents watched Abule-Oloke Merin audio drama from Cool FM, 84 percent watched Abule-Oloke Merin audio drama from Nradio, 79 percent watched Abule-Oloke Merin audio drama from WAZOBIA FM, 61 percent watched Abule-Oloke Merin audio drama from Inspiration Fm and 27 percent watched Abule-Oloke Merin audio drama from Youtube. This implies that the series was aired on different platforms and captured a wide range of audience.
The study determined that the packaging of HIV and AIDS messages in the Abule-Oloke Merin audio drama; focused on a current trends amongst the target audience, educational issues were presented in entertaining formats and social issues are seamlessly integrated into the entertainment (52.3 percent each). Numerous media houses for bigger impact and reach and model positive attitudes and behaviours through characters they can bond with (52% each). Relating to familiar moral lessons that parallel our lives and use of celebrities as characters in creating authenticity of the message being communicated (51 percent each). The storyline/scenes are captivating (50.5 percent). A good balance of education and entertainment (50.1 percent ). Emotionally involving audience in the transformation of the characters the audience can identify with (49.7 percent). Creating believable characters facing complex choices that I can identify with (49.6% percent). Use of analogy to relate to the audience (49.2 percent).
Moreover, the study established that the Abule-Oloke Merin series was a carefully crafted story, in which social issues were woven into the popular dramas aimed at reaching millions both contextually and emotionally. The multimedia approach adopted for the series gave opportunities to reinforce messages through the different media hence reaching many people.
In addition, the choice of the drama being a series as opposed to a movie contributed to its as it allowed a variety of health and development issues to be covered a long period of time. It was also able to establish loyal audiences at the outset of each new series, without having to build this from scratch every time.
Effectiveness of audio drama in communicating HIV and AIDS messages among the youth in Nigeria
The study found out that majority (67 percent) of the respondents were of the view that the audio drama was effective in communicating HIV and AIDS messages among the youth in Nigeria to a great extent, 20 percent were of the same view but to a very great extent. Only
13 percent of the respondents thought that the audio drama was effective in communicating HIV and AIDS messages among the youth in Nigeria to a little extent. Singhal, Obregon, & Rogers,(1994); John Hopkins Centre for Communication,(1995) point out that entertainment media have a high potential to educate the public on a variety of social topics like HIV and AIDS, gender equality, environmental conservation, literacy and many others.
The study also determined that the audio drama was very effective in communicating HIV and AIDS messages among the youth in Nigeria by; reaching a large number of adolescents with HIV prevention messages (51.3 percent). Stimulating social action for particular issues (50.4 percent). Stimulating public discussion and debate (49.3 percent). Changing the youths’ thinking around HIV testing (48.6 percent). Awareness of HIV and AIDS related stigma (48.4%). Influencing and effecting policy change (48.1percent). Impacting on people’s knowledge and attitudes to help them make informed choices about their health (48 percent). Linking people to services to get help and support (47.4 percent). Increasing knowledge and change behaviours complemented with other communication content used with adolescents (45.6%). Shifting norms and attitudes (44.5 percent). The least impact of the radio drama was in changing behaviours and (40.7percent) and impact on the social and political environment (39.5 percent).
The Abule-Oloke Merin audio drama has been effective in communicating HIV and AIDS messages among the youth, especially in reference to getting to know one’s status, consequence of risky sexual behaviours and HIV and AIDs related stigma. Since most of the characters were young people like the youth, it got the youth to understand that the issue of HIV and AIDs is a real concept in the lives of young people.
The study found that edutaintment impacts on people’s knowledge and attitudes to help them make informed choices about their health by creating awareness on the existence of health- related issues in terms of its aqcuisition, effects, people affected and sources of reprieve e.g hospitals, counselling centres. With this kind of awareness, people can make informed choices.
Conclusion
This study sought to analyse the potential of edutainment as a tool for communicating social change as far as HIV and AIDS among the youth in Nigeria is concerned. To achieve this the study assessed the effectiveness of audio drama in communicating HIV and AIDS messages among the youth. It also investigated the influence of Abule-Oloke Merin audio drama on its youth audience and determined how HIV and AIDS messages are packaged in the Abule-Oloke Merin audio drama.
Based on the findings, this study concludes that;
Abule-Oloke Merin radio series had great potential in communicating social change as far as HIV and AIDS among the youth in Nigeria is concerned as it was designed to entertain, educate as well as inform the public on these issues. The radio platform used for Abule-Oloke Merin radio series was effective in communicating HIV and AIDS messages among the youth as it appealed to their minds and emotions, developing multi-layered storylines inspired by people’s daily lives over successive installments. The characters offered opportunities for emotional identification and role modeling. In addition, the popular series maintained long-term contact with the viewers, exposing them to different aspects of the same theme over several years (2009-2013).
Although it tends to be difficult to trace direct cause-to-effect lines between specific features of edutainment programmes and behaviour-change among the audience, evaluations in this study demonstrate that the Abule-Oloke Merin audio drama left a lasting impression on its audiences. This was especially in relation to showing that HIV affects all walks of life regardless of social standing and race. Created awareness on the kinds of behaviour, including sexual involvement with multiple partners, sexual exploitation, and alcohol abuse can make young people more vulnerable to HIV as well as educated on the current challenges facing the youth.
The Abule-Oloke Merin audio drama was packaging was such that it drew audiences into the centre of the sexual relationships among urban youth against a background of continuing HIV and AIDS infections emotionally, catalysing the discussion and debate on these issues. Media and popular culture influence us in many different ways. Edutainment is a way to harness its enormous potential to influence individuals and society in a positive way.
Recommendations
Based on the findings, this study recommends
The government and the film industry stakeholders should produce more educative films on other aspects in society such as environmental conservation, literacy and gender equality so as to be able to reach and influence the public as in the case of the Abule-Oloke Merin radio series.
The Abule-Oloke Merin radio series should continue to be produced so as to stengthen the intended impacts on society.
The youth should be encouraged to watch more education-based programmes so as to be insync with the happenings in their environment. This will increase their exposure levels and knowledge base on socio-cultural issues.
The media stakeholders should be encouraged to offer platforms for airing educative programmes, movies or series so as to reach and impact on many people.
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