The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Entertainment Education and social change: Evaluating a children's soap opera in Kenya

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de Block, L. (2012). Entertainment Education and social change: Evaluating a children's soap opera in Kenya. International Journal of Educational Development, 32(4), 608-614. doi: http://dx.doi.org/10.1016/j.ijedudev.2011.09.005

OBJECTIVES: 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.

CONCLUSIONS: 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.