Empathetic C4D evaluations: Turning a new leaf for communication research

Summary:

SBCC evaluation approaches have the potential to help understand the interaction between the intervention and the target audience to provide insights for improving programming. Ensuring that such researches adopt an empathy driven approach, embedded in the context of the content as well as the target audience, can result in deeper insights into the process of change. The presentation will highlight the practical use of theoretical frameworks to analyse emotional and psychological responses evoked by an entertainment-education programme. Delving into the research journey, the presentation focuses on methods to understand the triggers of change, which lead to contemplation of notions and behaviours as a result of exposure to SBCC content. Empathetic research approaches for C4D evaluations has the potential to bridge the distance between the content creators, audience and the evaluators. It can not only help understand the effect of SBCC interventions but also examine the process with which such interventions are triggering change so as to improve existing SBCC programmes and optimize the desired change. The presentation will highlight the dynamic use of Change Continuum Theory, 'Six Aristotelian Elements of a Play', and Para-Social Interactions in the development of tools and the analysis of AdhaFull, an Entertainment Education Programme, part of a trans-media initiative by UNICEF and BBC Media Action. The research process will be discussed to highlight how the TV programme increased audience members' knowledge about adolescent's issues, created favourable attitudes, shifted social norms, and attempted to transform overt behaviour towards social change.

Background/Objectives:

Nil conducted the assessment of AdhaFull TV series to systematically assess the reach, recall and effectiveness of the messages delivered vis--vis its impact on belief, and behavioural intent across different geographies. The assessment was conducted to inform the stakeholders of what worked well in the programme and what aspects needed further improvement. Moreover, the assessment was also envisioned to be useful for improving the design and effectiveness of other entertainment education programmes similar to AdhaFull. Tracing this research journey will elucidate methods of adopting empathy as a tool in SBCC evaluations, further giving insight into the research findings.

Description of Intervention and/or Methods/Design:

A mixed method approach was used for the assessment, covering adolescent girls, boys and their parents, wherein two rounds of data collection was done. The research design was guided by and embedded in theoretical frameworks in order to understand the effect of the programme. For instance, the Change Continuum Theory helped understand the stage of behaviour change at which the audience was and identify the pathway to behaviour change among those exposed to the TV series. Furthermore, an examination of Para-Social interactions to identify the extent of relatability of the audience with the characters, helped determine the degree of influence of characters and messages on the audience to drive their belief or intent. Principles of Extended Elaboration Likelihood Model (E-ELM) was used to examine identification, recognition, absorption and persuasion as a result of exposure to the AdhaFull TV series.

Results/Lessons Learned:

Entertainment education programmes have the power to trigger transformational change, especially amongst youth. While AdhaFull dealt with serious issues faced by adolescents, the use of comedy and suspense offered optimistic perspectives to convey messages and acted as a hook to engage the audience. Primary data underscored the strength of the narrative built by AdhaFull wherein the stories, incidents and characters were perceived to be authentic. Thus, drawing upon the factors of engagement and relatability, AdhaFull was able to develop connect with the audience through creation of entertaining experiences, immersing its audience into the story and perceiving it to be realistic, thereby increasing the probability of social influence. However, it was observed that plots of the stories were mixed with one another, wherein the recall was often crowded and some of the sub-plots that held importance, were omitted, leading to a dilution of understanding of key themes among the audience.

Discussion/Implications for the Field:

To understand the effect of SBBC interventions, evaluations need to be designed in a way that is empathetic, to the audience as well as the content and the process of creation. Research that examines the process of evoking emotional responses, can enhance our understanding of the efficacy of interaction between the triggers provided by SBCC content and the audience. The research highlights the use of theoretical frameworks for a C4D evaluation to share research ideas and experiences, and develop best practices to enhance future results of such evaluations.

Abstract submitted by:

Rahul Agrawal - NR Management Consultants 
Mrinalini Mazumdar - NR Management Consultants