Entertainment-Education, International

Takalani Sesame

Kami is a mustard-colored, furry, bear-like muppet sporting a mop of brown hair and a beaded blue vest. [Page 296]She loves nature, telling stories, and playing with children. Kami's parents died when she was young, and she is HIV-positive. In 2002, Kami, the muppet, joined the cast of Takalani Sesame, South Africa's version of Sesame Street, to help 3-to-7-year-olds (and their families) understand HIV and AIDS, including ways to cope with it. Takalani means “be happy” in the local Venda language, and Kami's name is derived from the Tswana word for acceptance. In a world where HIV-positive children are often isolated, demonized, and victimized, Kami symbolizes a message of hope, possibility, and understanding. Takalani Sesame is one of the most popular television programs among children in South Africa.

Cuando Estemos Juntos and DÉtente

In 1986, a unique communication project targeted to young people was launched in Spanish-speaking Latin America. Johns Hopkins University's Center for Communication Programs and local in-country partners produced two rock music songs, a highly popular genre among teenagers, promoting teenage sexual responsibility, Cuando Estemos Juntos (When We Are Together) and Détente (Wait). Cuando Estemos Juntos was number one on popular music charts within 6 weeks of its release in Mexico, and soon it was a top-rated song in 11 other Spanish-speaking Latin American countries. In Cuando Estemos Juntos, the teenage singers told their audience not to have sex. Using the song to communicate this message was a much more effective strategy than having a preachy message emanate from parents or priests. The typical Mexican radio station played Cuando Estemos Juntos about 14 times per day for the 4 months of the song's greatest popularity. Détente was a more typical hit song and was played “only” 5 times per day for several months. Thus, listeners were repeatedly exposed to the educational content of these rock music songs.

How E-E Contributes to Social Change

The entertainment-education strategy contributes to social change in two ways. First, it can influence audience awareness, attitudes, and behavior toward a socially desirable end. Here, the anticipated effects are located in the individual audience members. One example is the Tanzanian radio soap opera, Twende na Wakati (Let's Go With the Times), which convinced several hundred thousand sexually active adults to adopt HIV prevention behaviors (such as using condoms and reducing their number of sexual partners). Second, the E-E strategy can influence the audience's external environment to help create the necessary conditions for social change at the system level. Here, the major effects are located in the interpersonal and sociopolitical spheres of the audience's external environment. The entertainment-education media can serve as social mobilizer, advocate, or agenda-setter, influencing public and policy initiatives in socially desirable directions. For instance, the popular South African television series Soul City mobilized community action and women's marches, and it speeded passage of domestic violence legislation in South Africa through media, public, and policy advocacy.

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