I’m really excited that next week I’ll be participating in the Hollywood Health and Society research conference in LA. And not only because I’ll be in LA and getting away from this lovely British weather!
The conference aims to bring together top researchers to discuss the challenges and limitations and way forward with research on entertainment education and global health policy. Ok written down it does seem quite boring.
It is fascinating though. For some of us who have been doing entertainment education for well over 10 years (scary but true), this really is interesting. Instinctively you know it works (entertainment education that is), and you can do focus groups, and survey people on intentions/actions as a result of the programme or track feedback, calls to helplines, traffic to sites etc, but is that enough?
So what is the research you need to be doing and if its self-reported, how do you know its true? Other limitations are the obvious ones with focus groups – how do you know participants aren’t telling you what you want to hear? I’m not a researcher so those are the thoughts that come to my mind but I’m sure a good, qualified researcher knows how to combat this… I guess.
But when you work in a global environment where people are different, they receive and respond to messages differently, and indeed even the message delivery is different, how do you measure it in order to do effective comparisons? These are the questions I ask myself whenever we air a show globally. Is it ineffective if people in one part of the world didn’t like it, or if it didn’t move them to act or engage? Or is it all good as long as someone somewhere in the world got it?
The more I work in this sector – of entertainment education – the more I want to make sure we’re getting it right, so I’m excited to go to this conference, just at the thought of learning something that might positively impact my work – that and the fact that I’ll be near the beach!
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February 12, 2010 at 3:45 pm
Siviwe
Hi Catherine
Its great that you are off to this very interesting conference and I congratulate you for going and in particular for carrying on doing this kind of work. All the best. I am always curious as to how do artists, be musicians, actors, etc consciously go out of their way to put together messages which are anti hiv infection whilst at the same time are aware of the need to entertain their followers?
Siviwe
February 12, 2010 at 9:28 pm
Natasha
Lucky you Cathy! Wish, I was going…sounds fascinating and is truly an amazing area. Entertainment is probably our most influential agent in the behaviour change area (at least for my money) because not many explicit public health prevention and education programmes seem to work. I think we have to work with people implicity and gradually to see behaviour change.
As the world is a multicultural society I don’t think you will be able to find a “one size fits all” entertainment solution, so I think its good enough if it motivates someone somewhere!