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Session Title: Evaluating the Effects of Media for Social Change in Fragile Environments
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Panel Session 829 to be held in Laguna B on Saturday, Nov 5, 8:00 AM to 9:30 AM
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Sponsored by the International and Cross-cultural Evaluation TIG
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| Chair(s): |
| Ratiba Taouti-Cherif, Search for Common Ground, rtcherif@sfcg.org
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| Abstract:
Media for social change has been a central component of Search for Common Ground's approach to peacebuilding. Over the last four years SFCG has embarked on an investigative process to identify approriate ways to evaluate the outcomes of its media interventions which include TV and radio episodic drama. Measuring the effects of media on audiences knowledge, attitudes and behavior has been a central research question for SFCG and its partners. The research journey took us from cohort to cultivation methodologies. The multiplicity of tools, approaches and contexts have never been discussed in any evaluation forum with specialists from the fields of media, peacebuilding, behavior change communication and evaluation. The present set of paper examines how media interventions affect cultural and social identity in a way that positively impacts social change.
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Transformational Media in Conflict-Affected Countries: Measuring the Intangible
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| Ratiba Taouti-Cherif, Search for Common Ground, rtcherif@sfcg.org
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| Rebecca Besant, Search for Common Ground, rbesant@sfcg.org
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Central to the work of Search for Common Ground (SFCG) in transforming the way people deal with conflict has been the use of radio and TV dramas. Finding effective ways of evaluating TV and radio dramas in conflict and post-conflict environments has been an important aspect of Search for Common Ground's work. This paper will examine the successes and challenges of evaluative research in the field, with solutions SFCG has identified through experience. The paper will look at three case studies: Sierra Leone, Cote d'Ivoire and the DRC. We will discuss methodological issues of project logic, indicators, sampling, access, data collection tools and analysis from a local capacity perspective together with the challenges, risks and weaknesses associated such evaluations. We will also address the impact of external events within a fragile environment and coordination of strategies between donor and partners as these impact program design, implementation and evaluation.
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Cultivation of Pro-Social, Pro-Democratic Norms and Conflict Solving Scripts in an African Audience
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| Helena Bilandzic, Augsburg University, helena.bilandzic@phil.uni-augsburg.de
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| Rick Busselle, Washington State University, busselle@wsu.edu
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| Jean Brechman, University of Pennsylvania, jbrechman@gmail.com
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This study investigates cultivation effects of an entertainment-education series produced by a global NGO for the national African audience in Kenya. It explores how the series strengthens norms of peaceful conflict resolution, tolerance and political engagement, and extends existing research by exploring actual conflict solving scripts (measured by culturally adapted narrative vignettes), and issue reflection as specific cultivation effects. It is hypothesized that, apart from exposure, narrative engagement facilitates cultivation effects, mainly through stronger emotional and cognitive rehearsal of message-relevant plots, and by preventing resistance to overtly persuasive messages. Different media settings (e.g., home versus mobile cinema) and ethnic background were considered as culturally specific factors. In face-to-face-interviews, a cross-sectional sample of 544 Kenyans was surveyed around Nairobi and Eldoret. Results indicate that exposure is related to attitudes and reflection, and to selection of conflict resolution options in response to a conflict script. Narrative engagement predicts most outcome variables.
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Evaluating Entertainment-Education Series: A Narrative Approach
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| Helena Bilandzic, Augsburg University, helena.bilandzic@phil.uni-augsburg.de
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| Rick Busselle, Washington State University, busselle@wsu.edu
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| Jean Brechman, University of Pennsylvania, jbrechman@gmail.com
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This paper presents findings of an evaluation of a narrative approach to entertainment-education in Nigeria. The study hypothesized that the more viewers experience narrative engagement with an entertainment-education program, the more they will adopt attitudes implied in the series. In a prolonged exposure experiment, Nigerian university students watched 13 episodes of the E-E series "The Station". Narrative engagement, enjoyment, perceived realism and character liking were measured after each exposure. Effects measures, including conflict resolution (violence vs. dialogue), empowerment, tolerance and mutual respect (ethnicity, religion), social responsibility, and social/political engagement, were collected from an experimental group after the final episode; a control group provided a baseline for these measures, collected prior to exposure. Results will be presented and drawing from narrative persuasion theory, practical implications about possible strengths and weaknesses of E-E programs are discussed. Suggestions on how to better achieve E-E goals through narrative in the future are also discussed.
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