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Citation Information

Type Thesis or Dissertation - Master of Arts
Title The role of edutainment as an HIV and AIDS communication strategy among the youth in Nairobi county : a case of shuga television series
Author(s)
Publication (Day/Month/Year) 2015
URL http://journalism.uonbi.ac.ke/sites/default/files/chss/journalism/journalism/Pauline.pdf
Abstract
More than 30 years into the HIV and AIDS epidemic, it remains one of the most serious
challenges to global health (Advocates for Youth , 2014). Over 70 million people worldwide
are infected with the HIV virus since the beginning of the epidemic and over 38 million
people have died of AIDS related illnesses (UNAIDS 2013). An estimate of 35 million
people were living with HIV, 2.1 million people became newly infected with HIV and 1.5
million people died fron HIV related illnesses,worldwide (UNAIDS 2013). Among all the
continents of the world, the Sub-Saharan Africa was the most affected.The purpose of this
study was to analyse the role of edutainment as a tool for communicating social change
among the youth in Kenya. It examined the potential of edutainment as a tool for
communicating social change as far as HIV and AIDS among the youth in Kenya is
concerned. The study population was students enrolled for Bachelor of Arts (development
communication), and Bachelor of Arts (broadcast production) in School of Journalism and
Mass Communication who are between the ages of 18 to 24years only from the University of
Nairobi, main campus in Nairobi County. A sample of 180 students was selected. A
descriptive study design was used in this study. This study utilised both quantitative and
qualitative data. To collect the data, a survey method was applied. The quantitative data was
then analysed using descriptive statistics with the aid of the Statistical Package for Social
Sciences (SPSS). The analysis entailed descriptive statistics (computation of frequencies and
percentages). Qualitative data from focus key informant interviews transcripts was analysed
using content analysis with the help of a systematic coding procedure. The study made
intertextual comparisons between the different interviews and comparing the considered
elements to relevant literature. The analysed data then presented in prose form. The study
found out that the Shuga television series was effective in communicationg HIV and AIDS
messages and that edutainment has an enomous potential in communicating developmental
issues like HIV and AIDS, which is a health issue. the study also found that Shuga television
drama had significant impact by; showing that HIV affects all walks of life regardless of
social standing and race and creating awareness on the kinds of behaviour, including sexual
involvement with multiple partners, sexual exploitation, and alcohol abuse can make young
people more vulnerable. The study further found that that television drama was most effective
in; reaching a large number of adolescents with HIV prevention messages, stimulating social
action for particular issues, stimulating public discussion and debate and changing the youths’
thinking around HIV testing. Finally the study found that the packaging of HIV and AIDS
messages in the Shuga Television Series; 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, model positive attitudes and behaviours through
characters that the respondents can bond with and numerous media houses for bigger impact
and reach. Based on these findings, the study recommends that the national government of
Kenya and the film industry should invest more on producing education entertataiment
programmes to communicate developmental issues, especially HIV and AIDS, which is a
health concern. The media stakeholders should also be encouraged to offer platforms for
airing entertainment programmes that educate people at the same so as to reach and impact on
many people.

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