THE ROLE AND IMPACT OF ENTERTAINMENT-EDUCATION IN NIGERIA

By

Awuzie Amarachi Magdaline D/22/MAC/0007

The Polythenic Ile-Ife, Osun State

Entertainment education (E-E) is a creative and effective method that smoothly combines entertainment and education. It is based on the idea that media can have a strong impact on social change, and it tries to teach and inspire audiences while engaging them with captivating stories. This mixed concept aims to go beyond conventional limits, using the powerful medium of entertainment to convey important educational messages.

Entertainment-education (E-E) is a communication strategy that aims to alleviate a social issue or educate the public through a custom-tailored piece of entertainment. E-E can take various forms, such as movies, television shows, documentaries, social media campaigns, music, and games.

E-E has been used to address several topics, such as health, education, gender equality, environment, and social cohesion. E-E is based on theories and models that explain how entertainment can influence behaviour change, such as cultivation theory, health belief model, social cognitive theory, and social norms theory. E-E is also informed by research that evaluates the effectiveness and impact of E-E interventions in different contexts and sectors.

The evolution of E-E in Nigeria can be traced back to the pre-colonial era, when oral storytelling, music, dance, and drama were used to educate, entertain, and socialize the people. The culture, values, and beliefs of the different ethnic groups in Nigeria influenced these traditional forms of E-E.

In the colonial and post-colonial era, E-E in Nigeria was influenced by the introduction of mass media, such as radio, television, cinema, and print. These media platforms were used to disseminate information, propaganda, and entertainment to the Nigerian audience.

Some of the early examples of E-E in this period include the radio drama The Village Headmaster, which addressed issues such as education, health, and governance; the prose work Things Fall Apart, which depicted the impact of colonialism on the Igbo culture; and the magazine Drum, which featured stories and articles on social and political issues.

In the contemporary era, E-E in Nigeria has become more diverse, innovative, and participatory, with the emergence of new media technologies, such as the internet, mobile phones, and social media. These technologies have enabled E-E practitioners and audiences to create, share, and access E-E content more easily and interactively.

Some of the notable initiatives of E-E in this era include the television drama ‘Shuga’, which addressed issues such as HIV/AIDS, sexual and reproductive health, and gender-based violence; the radio drama ‘Ruwan Dare’, which promoted family planning, maternal and child health, and women’s empowerment; and the social media campaign ‘#BringBackOurGirls’, which raised awareness and mobilized action for the rescue of the abducted schoolgirls in Chibok.

E-E in Nigeria has evolved, reflecting the changing needs, preferences, and realities of Nigerian society. E-E has also played a significant role in influencing the knowledge, attitudes, beliefs, and behaviours of the Nigerian audience, as well as the social norms and policies of Nigerian society.

E-E has also faced some challenges, such as the lack of funding, regulation, and evaluation; the cultural and religious diversity and sensitivity; and the ethical and social implications of using entertainment for social change. Despite these challenges, E-E in Nigeria has demonstrated its potential and effectiveness as a communication strategy for social and behavioural change.

E-E has two main aspects: the informative aspect and the social impact aspect. The informative aspect of E-E refers to how E-E can educate audiences through entertainment. E-E can provide information, knowledge, and skills that are relevant and useful for the audience’s lives.

E-E can also stimulate interest, curiosity, and motivation for learning. E-E can make learning more enjoyable, engaging, and memorable by using storytelling, humour, drama, and emotions. For example, E-E can teach audiences about health issues, such as HIV/AIDS, sexual and reproductive health, and family planning, by using relatable characters, realistic scenarios, and positive role models.

The social impact aspect of E-E refers to how E-E can shape the perceptions and attitudes of the audience and society. E-E can influence the audience’s beliefs, values, norms, and behaviours by exposing them to different perspectives, experiences, and cultures. E-E can also inspire the audience to take action, participate, and collaborate for social change. E-E can create social awareness, dialogue, and mobilization around important issues, such as gender equality, environment, and social cohesion. For instance, E-E can change the audience’s attitudes towards women’s rights, diversity, and peace by using persuasive messages, emotional appeals, and social influencers.

E-E is a powerful and effective communication strategy that can combine education and entertainment to achieve desired individual, community, and societal outcomes. E-E can also face some challenges, such as the ethical and social implications of using entertainment for social change, the quality and credibility of the educational content, and the evaluation and measurement of the impact of E-E interventions. Therefore, E-E requires careful planning, implementation, and evaluation, as well as collaboration among various stakeholders, such as media practitioners, educators, researchers, and policymakers.

Some of the successful E-E programs in Nigeria are:

• MTV Shuga: This is a television drama series that features educational storylines about HIV/AIDS, sexual and reproductive health, gender-based violence, and other social issues. MTV Staying Alive Foundation produces the series in partnership with NACA, PEPFAR, the Bill & Melinda Gates Foundation, and other organizations. MTV Shuga has been shown in Nigeria since 2009 and has reached millions of viewers across Africa and beyond.

• A randomized controlled trial (RCT) conducted by researchers from MIT, Bocconi University, and Innovations for Poverty Action (IPA) evaluated the impact of MTV Shuga on viewers’ sexual knowledge, attitudes, and behaviours in Nigeria. The study found that exposure to MTV Shuga improved viewers’ knowledge and attitudes, increased HIV testing, reduced risky sex, and among women, led to fewer sexually transmitted infections (STIs).

• Ruwan Dare: This is a radio drama series that promotes family planning, maternal and child health, and women’s empowerment. The series is produced by the Population Media Center (PMC) in collaboration with the Nigerian Urban Reproductive Health Initiative (NURHI), the Nigerian Ministry of Health, and other partners. Ruwan Dare has been broadcast in Nigeria since 2011 and has reached over 20 million listeners across six states.

• An RCT conducted by researchers from the University of Ibadan and the University of North Carolina evaluated the impact of Ruwan Dare on listeners’ knowledge, attitudes, and behaviours related to family planning and reproductive health in Nigeria. The study found that exposure to Ruwan Dare increased listeners’ awareness and approval of family planning, increased contraceptive use, and reduced fertility intentions and pregnancy rates.

• #BringBackOurGirls: This is a social media campaign that raised awareness and mobilized action for the rescue of the 276 schoolgirls who were abducted by Boko Haram in Chibok, Nigeria, in 2014. The campaign was initiated by a Nigerian lawyer and activist, Oby Ezekwesili, and was supported by celebrities, politicians, media outlets, and civil society organizations around the world. The campaign generated over 4 million tweets and put pressure on the Nigerian government and the international community to take action.

E-E has demonstrated its potential and effectiveness in influencing the audience’s knowledge, attitudes, beliefs, norms, and behaviours, as well as the social norms and policies, in Nigeria and beyond. However, E-E also faces some challenges, such as the quality and credibility of the educational content, the ethical and social implications of using entertainment for social change, and the evaluation and measurement of the impact of E-E interventions.

Therefore, E-E requires careful planning, implementation, and evaluation, as well as collaboration among various stakeholders, such as media practitioners, educators, researchers, and policymakers. This article calls for continued support and development of E-E in Nigeria, as it is a vital piece of the country’s economic puzzle and a powerful tool for positive social change.