Entertainment Education and social change: Evaluating a children's soap opera in Kenya

This article discusses audience responses to a children's soap opera produced and broadcast in Kenya. It examines the evaluation process in relation to qualitative audience research within Cultural Studies. It challenges an Entertainment-Education model of media as vehicles for messages and links strongly with Communication for Social Change priorities in which media are the facilitators. In such an approach this soap opera should not only fit into the cultural and social contexts of its child audience but should actively promote discussion and the interactive negotiation of meaning. The narratives address post conflict concerns of democracy, rights, peace and reconciliation, encouraging dialogue with peers and family about extremely difficult issues. The question is how we evaluate and assess such processes. (C) 2011 Elsevier Ltd. All rights reserved.