Prepared for The Drum Café 2010 Conference, Nairobi
By Rosemary N.
Kowuor
Daystar University, Kenya
Introduction
•
This paper draws attention to conflict resolution interventions
embedded in two Kenyan films:
Ø Mary
Migui/Cajetan Boy’s
Wale Watu
Ø Robby
Bresson/Mburu Kimani’s Peaces for Piece
Introduction
Cont…
•
One big influence in the lives of youth is media and entertainment
•
Low budget filmmaking has resulted in sweeping changes in the Kenyan
media scene
•
Young people are typically up-to-the-minute on these developments
Youth
& Media
•
The impact of media content on African culture poses major threat to
Kenyan youth.
•
Young people face severe threats to negative influence and general
well-being.
•
What has the local film industry done to enable Kenyan youth make
responsible life choices?
Youth
& Media Cont…
•
Young people have the tendency to emulate drama cast members they
consider as role models.
•
A methodology that informs and motivates mainly by stimulating
interpersonal communication among peers is needed for any massive behaviour
change to be achieved (Poindexter, 2004).
Study
Goal
•
Explore edutainment strategy with the aim of ascertaining the
Dynamics that have influenced the development of the edutainment elements in
Kenyan film.
•
It has established that Kenyan Film can be a viable advocacy tool for
sustainable peaceful coexistence.
Study
Objectives
•
To identify dominant social issues addressed by Kenyan filmmakers
through film.
•
To establish different ways film characters are shown to cope with
social challenges and ascertain the most preferred by viewers in terms of role
modeling.
What is
Edutainment?
•
The art of integrating social messages into popular and high-quality
communication formats, based on a thorough research process (Japheth, 1999) .
•
Commanding the attention of the audience while encouraging their
growth and development (de Fossard, 2005)
Edutainment
Defined
• A
type of communication which delivers prosocial messages in a pleasurable manner
(Njogu 2005).
• Edutainment
is thus any communication initiative that sets out to educate and entertain at
the same time.
• Edutainment
film can be an innovative intervention for conflict resolution and
sustainability peace
Edutainment’s Definitive Goal
Key Findings
•
Edutainment strategy contributes to social change by influencing an
individual’s awareness, attitudes, and behaviour toward a socially desirable
end.
• It can serve as a
social mobilizer, an advocate, or an agenda setter, influencing public and
policy initiatives in a socially desirable direction.
Film
Peace Initiatives…
Ø
Wale Watu and Pieces for Peace were a response to the 2007 Kenya’s post
election violence.
Ø
Titles:
Ø Why
do neighbours become ‘those people’ just because a politician has said so?
Ø Do
we have to tear one another to pieces to attain peace?
Wale Watu
•
Long shot at the beginning of the film portrays an aura of happy two
families celebrating the joy of their children’s wedding plans.
•
A local politician incites the village youth that Daktari has taken
their lands, jobs, and women and deserve to be driven out of their village.
Wale
Watu Cont…
Ø
Each side of the drive refers to the other as ‘those people’ simply
because a politician tells them so.
Ø
Why have, all of a sudden,
neighbours they had coexisted with peacefully turned out to be mere
‘those people?’
Pieces for Peace
Ø
The plot revolves around two brothers, James and Stanley.
Ø
Their father, Mr. Makwere, had bought land among a tribe different
from their own.
Ø
They have all along lived peacefully.
Ø
In a subplot, Wairimu and Rono, are engaged and want to get married.
Ø
Irate youth insist that Rono cannot marry Wairimu since she comes
from the ‘wrong’ tribe.
Ø
Wairimu’s home is burnt down and members of her family seek refuge in
an IDP camp.
•
The film ends with the birth of Wairimu and Rono’s child, which
symbolizes a new beginning for Kenya.
•
Thematic background music speaks of Kenya as a nation of one people
reinforces edutainment message:
–
A call for all Kenyans to bury their tribal differences and uphold
peace.
Values
Depicted in the Films
Participant Viewers Opinions
•
Looking up to, political leaders to make decisions for us can at
times be misguiding.
•
More often than not, it is the same politicians who have an upper
hand in the riots that happen in our country due to their selfish political
ambitions.
Participant Viewers Opinions…
•
After watching this film, the title (Pieces for Peace)
has become a melodious song in my mind to date. I keep wondering:
–
Must we tear one another to pieces before we can
forge any lasting peace?
–
Never again!
Ways Edutainment Messages are Embedded in the Films
•
In both films, tribal inclinations spark off clashes
that result in massive loss of lives and properties.
•
In Wale Watu, rowdy village youth burn down Daktari’s
hospital resulting in his brother’s (Mark) death.
Ways Edutainment Messages are Embedded in the Films Cont…
•
In Pieces for Peace, Stanley’s business is reduced to ashes by
unruly youth incited by local politicians.
•
This serves as a lesson to people who put their hope in politicians
to the extent that they turn against their own neighbours.
Ways Edutainment Messages are Embedded in the Films Cont…
•
The screenwriters made use of shots depicting different camera angles
to tell their story in a captivating but educative manner.
•
A scene, in Wale Watu, involving a politician scheming
with village youth to attack non-members of the community is presented in low
angle shots.
Ways Edutainment Messages are Embedded in the Films Cont…
•
This provides a distorted perspective, showing a world out of
balance.
•
A scene in Robby Bresson’s Wale Watu when Robert is
accidentally shot:
–
An oblique shot (dutch angle) is employed as the politician steps
over Robert and casually walks away.
Ways Edutainment Messages are Embedded in the Films Cont…
•
This Presents an overwhelming sense of betrayal and portrays a world
where human values and actions are distorted.
•
It serves the purpose of stirring viewers’ inner emotions resulting
in a strong urge to stand united against political misuse of youth.
What Motivates Kenyan Filmmakers?
•
Desire to Instigate Social Transformation
•
Provide Caution
•
Draw Attention to Daily Occurrences
•
Challenging Existing Beliefs/Values
•
Platform for Sharing Ideas
•
Emotional Release/Catharsis
•
Religious Ministry
Summary of Discussion
• Most
of the Kenyan filmmakers base their storyline on societal experiences deduced
from personal observation and conversations.
• Kenyan
films under study facilitated dialogue among participant viewers.
• Through
the characters, some participants found archetypical essence of themselves that
interact with the social messages.
• This
epitomizes Jung’s theory which is a basis for developing characters that embody
universal psychological and physiological characteristics to address themes
within a drama.
•
Films that sprang forth from societal
experiences appealed to viewers more than the ones that relied heavily on
formal research for content generation.
• The
films acted as agenda setter for the participants who arrived at this resolve:
–
It is time to put down our tribal differences
aside and live together in peace. This way, we make our society a better place.
• Politicians
are portrayed as inciters, fostering tribalism and nepotism.
• Wale
Watu warns viewers of the dangers of mob mentality.
• In
the end it narrows down to individuals:
–
Robert’s was the politician’s front
man but ended up being abandoned by the politicians during his hour of need.
• Instead,
it is Daktari (whom he was incited to kill) who saved his life.
In a
Nutshell
• This
study has established that edutainment messages are embedded in some Kenyan
films.
• There
has been both deliberate and unconscious effort to use film as tool for
promoting peaceful coexistence.
Conclusion
•
In Kenya, an edutainment filmmakers greatest challenge is to
understand, appreciate, and respect the knowledge of people’s lived experience
not a mere formal research.
• This mirrors
Freirie’s concept of education empowerment, the conceptual framework upon which
this study was based.
Conclusion
Cont…
•
In Kenyan context this study has coined
edutainment definition as:
Ø
“The art of integrating popular communication formats based on a
thorough understanding of experiences and worldviews of the target audience
with the salient aim of initiating change.”
Acknowledgements
•
Daystar University, Research
Department
•
Kenyatta University, Theatre Arts &
Film Technology Department
•
Kenya
Film Commission
•
Population Services International
•
United States Agency for International
Development (USAID)
•
Kenyan Filmmakers
•
God, the Almighty
Parting Shot:
It's
Not Easy
•
A Ugandan production released in 1991 is another example of
edutainment film project of The Development through Self‑Reliance agency. The film tackles the AIDS issue in a drama.
•
Let us all join hands and use theatre/media for positive change in Africa
End!
• Film
edutainment is lifelong process that may take many years before its impact is
tangibly felt in the society.
