A Case Study of Sesame Workshop’s Cleaner, Happier, Healthier Intervention in Bangladesh, India, and Nigeria: Reporting on Exposure and Impact
Dina L. G. Borzekowski
The Cleaner, Happier, Healthier hygiene intervention was developed and tested in 2013, featuring the Sesame Workshop characters. Through broadcast television, four public service announcements (PSAs) addressed washing hands with soap, using a latrine, wearing sandals, and drinking clean water. The main audiences were young preschool children and their parents or guardians.
Research occurred in Bangladesh, India, and Nigeria, exploring the reach and impact of these PSAs. Although low percentages, from well-drawn samples of extremely vulnerable populations in these countries, reported awareness and recall of these messages, such percentages can reflect large numbers of viewers. Considering data from the participating children, measures of knowledge and attitudes were associated with engaging in several of the behavioral outcomes. As well, awareness and recall of the PSA messages predicted “all the time” for several of the hygiene behaviors. In contrast, parents’ reports of PSA awareness and recall were not associated with reports of children’s hygiene behaviors.
Conducting reach studies is extremely difficult, especially in developing countries and communities. Despite the challenges, this study is encouraging. Participants reported seeing the messages, and in several models, this “reach” predicted reports of hygiene and health behaviors. Lessons learned from this case study and research can offer valuable insight into the production of future health PSAs, especially with harder-to-reach populations.
Sophie Christman Lavin and E. Ann Kaplan
Ecocinema involves the human gaze looking at cinema through the lens of the environment, in a manner analogous to the way feminists provided the cinematic lens of gender in the 1970s. However, as with feminism, enormous differences pertain in regard to how the ecocinema lens is mobilized.
In analyzing films from the late 1800s to the early 21st century, ecocinema studies has evolved to include critical lines of inquiry from perspectives of psychology, feminism, socioeconomics, science, and activism. Research frames used in these inquiries include: setting and landscape in films, ecological analyses of mainstream and independent fictional films, posthuman cinematic representations, transnational and regional, and more recently, trauma in speculative dystopian films. Ecocinema critics analyze films of various types, including Hollywood, independent, transnational, documentary, animated, art cinema, and especially climate fiction (“cli-fi”) films.
Ramachandra Guha’s transnational typology of environmental ideologies will provide a useful starting place for the mapping of different perspectives in ecocinema. Guha distinguished utopian wilderness environmentalism, pervasive in the United States, from the agrarian focus typical in India. Meanwhile, most developed nations utilize scientific industrial methods to exploit the environment. Oftentimes, these latter approaches are grounded in growth economies and are thus in conflict with the unrealistic ideals of so-called neo-primitivism (NP). Neo-primitivism involves returning to simple, sustainable lifestyles within or close to the natural world—lifestyles that do no environmental damage. NP is beloved by many, but the consensus is that it is idealistic to consider going back to this way of life. A film such as Avatar (produced and directed by James Cameron in 2009) addresses the complexity of diverse constructions of nature by providing examples of utopian wilderness ideology that compete with, and are opposed to, the destructive scientific industrialism that disregards and dominates nature without compunction. Other films, such as Amazon Sisters (Sweeny, 1992), Elemental (Koch, Roshan, & Vaughan-Lee, 2012), Into the Wild (Blocker, Hildebrand, Kelly, & Penn, 2007), or Grizzly Man (Beggs & Herzog, 2005), act as simultaneous celebrations and critiques of wilderness ideologies and deal with gender and racial identities, and thus they have been a central focus of ecocinema scholarship.
Although films from all genres have historically engaged environmental issues, it was rarely in a way that made a self-conscious or critical statement about the human impact on the natural world from the perspective of ecological concerns—this is the focus of ecocinema. See for example, Birt Acres’s Rough Sea at Dover (1895), the Lumiere Brothers’ Oil Wells of Baku (1896), Thomas Edison’s Sorting Refuse at Incinerating Plant, NYC (1903), and the British South Africa Company’s Rhodesia To-Day (1912). In the early 21st century, the genre that most often engages with the contemporary politics of climate change is the documentary. Documentaries, such as An Inconvenient Truth (Guggenheim, 2006), Manufactured Landscapes (Baichwal, 2006), Into Eternity (Eskilsson & Madsen, 2010), Chasing Ice (Ahrens & Orlowski, 2012), E-Waste Tragedy (Esteve, Popp, Úbeda, & Dannoritzer, 2014), This Changes Everything (Cuarón & Lewis, 2015), among others, critique human damage to the planet and thus position viewers as ethical witnesses. Such works hope to influence the outcome of our shared anthropocentric future.
The analyses of ecocinema are addressed using two distinct methods—the macro and the micro. The macro method studies how films represent the large-scale processes of earth-based climate systems, and its lens evaluates how films represent climate and environmental dilemmas facing humans as a species. The micro-lens provides enhanced analyses that explore how gender, race, and class figure into the cultural work climate fantasies perform. This lens indexes the ways in which various cultures are often disproportionately impacted by climate systems.1 Oftentimes the macro and micro levels are both incorporated in a single film and reveal the intersection between climate and culture, as seen in Taklub (Trap, Castillo & Mendoza, 2015), a film that portrays Super-typhoon Haiyan and its impact on residents in Tacloban, Philippines. As background to mapping the texts, evolving science discourses will be emphasized as evidence for global warming but with the understanding that this evidence relies on modeling. Although our main concern with this cultural work in ecocinema is how climate change impacts across gender, race, and class, the inequalities revealed also speak to the politics of climate change evident in cinematic treatments of the issue.
Copyright is a bundle of rights granted to the creators of literary, artistic, and scientific works such as books, music, films, or computer programs. Copyright, as one of the most controversial areas of communication law and policy, has always been the subject of political contention; however, debates surrounding the subject have reached new levels of controversy since the 1990s as a result of the new formats of creative works made possible by digital media, and as a result of the new practices of authorship, creativity, consumption, collaboration, and sharing that have arisen in light of networking and social media. Technological change has not been the only driving force of change; social and political change, including changing concepts of authorship, the recognition of the rights of women and indigenous peoples, and the changing structures of international relations and international civil society, have also been reflected in copyright law. Copyright policymaking has become an increasingly internationalized affair. Forum-shifting has contributed to the proliferation of regional and international copyright policymaking forums under the rubric of stand-alone intellectual property institutions such as the World Intellectual Property Organization (WIPO), as well as under institutions dedicated more broadly to international trade negotiations.
Communication scholars and others have contributed extensively to the field of copyright and intellectual property law. Communication scholars have made significant contributions in examining the cultural significance, political economy, history, and rhetoric of copyright, drawing on diverse fields that include cultural studies and critical political economy. Communications scholars’ influence in the field of copyright scholarship has been significant.
Conflict, as part of interpersonal interactions, occurs in specific cultural settings. Viewing conflict as cultural behavior helps explain why disputes over seemingly similar issues can be handled so dissimilarly in different cultures. There have been numerous cross-cultural comparison studies of different conflict management strategies, most of them utilizing a “national culture” approach. The findings reported in the cross-cultural conflict literature point to a picture that collectivists value harmonious interpersonal relationships with others, preferring indirect or avoiding styles of dealing with conflict and showing concern for face-saving. Understanding the range of behavior choices and strategies available to manage conflict as well as differences in preferred styles adds considerably to people’s skills as effective communicators.
Jon F. Nussbaum and Amber K. Worthington
Health and risk message design theories do not currently incorporate a lifespan view of communication. The lifespan communication perspective can therefore advance theorizing in this area by considering how the fundamental developmental differences that exist within and around individuals of different ages impact the effectiveness of persuasive message strategies. Designing health messages for older adults therefore requires an examination of how theoretical frameworks used in health and risk message design can be adapted to be age sensitive and to effectively target older adults. Additionally, older adults often make health decisions in conjunction with informal caregivers, including their adult children or spouses, and/or formal caregivers. Message design scholars should thus also consider this interdependent influence on health behaviors in older adults. Strategic messages targeting these caregivers can appeal to, for example, a caregiver’s perception of responsibility to care for the older adult. These messages can also be designed to not only promote the older adults’ health but also to alleviate caregiver stress and burden. Importantly, there is an unfounded stereotype that all older adults are alike, and message designers should consider the most beneficial segments of the older adult audience to target.
Research empirically investigating the influence of media exposure on issues of race and ethnicity has long documented that media use meaningfully impacts the cognitions, emotions, and behaviors of audience members. Certainly, media are only one among a number of factors that contribute to perceptions regarding (and actions toward) one’s own and other racial/ethnic groups. However, theory and empirical evidence consistently demonstrate that the manner in which racial/ethnic groups are characterized in the media can harm or benefit different groups, depending on the nature of these depictions (alongside other social and psychological determinants). Consequently, it is both practically and theoretically important to both identify how and how often different groups are portrayed across the media landscape as well as to assess the ways in which exposure to this content influences media audiences.
What quantitative content analytic studies have revealed is that there is variation in depictions of race/ethnicity in U.S. media depending on the group, the medium, and the genre. Thus, whereas Blacks have achieved a degree of parity when it comes to the quantity of depictions on primetime U.S. television, there is variation in the quality depending on the genre. Further, the same advances have not been seen for Blacks in news, in film, and across other media forms and platforms. For Latinos, little has changed across decades when it comes to numeric representation in the media. When it comes to the quality of these portrayals, although some of the more egregious media stereotypes have faded, other long-standing media definitions of Latinos remain persistent. For other racial/ethnic groups, few images are presented. Within these infrequent images, a constrained set of characterizations often predominates, such as spiritual American Indians, tech-savvy Asian Americans, and terrorist Muslims.
Exposure to these representations has consequences. Consuming the images and messages associated with racial/ethnic groups in the media contributes to the formation, activation, and application of racial/ethnic cognitions. For racial/ethnic majority group members (i.e., whites), unfavorable media depictions can mean the perpetuation of harmful stereotypes: this can lead to outcomes ranging from unsympathetic policy positions to active or passive harming behaviors. When media characterizations are favorable, more auspicious outcomes emerge. For the racial and ethnic groups being depicted, the effects of exposure again depend on the quantity and quality of portrayals. Negative characterizations prompt shame, anger, and other undesirable emotions and lead to esteem problems. On the other hand, some research indicates that favorable characterizations can serve as a source of group pride, which boosts esteem.
John D. H. Downing
Social movements are the matrix of many forms and formats (technologies, genres) of media that contest dominant power. Such media are in many ways the lifeblood of such movements. Media activism denotes collective communication practices that challenge the status quo, including established media. Frequently, such media are underfunded or unfunded and have a much shorter life cycle than capitalist, state, or religiously funded media. They are a “tribe” within a much larger continent of nanomedia (also called alternative media and citizens’ media). Their functions may spill over at times within the operation of established media, especially in times of social turbulence and crisis.
The “dominant power” in question may be quite variously perceived. Extreme-right populist movements, as in several European countries, may define the political establishment as having betrayed the supposed racial purity of the nation, or in the case of India’s Islamophobic Hindutva movement, as having traduced the nation’s religious purity. Labor movements may attack capital, feminist movements, or patriarchal and sexist structures. Sometimes these movements may be local, or regional; other times, they are transnational.
The impact of these media is still a matter of considerable debate. Often, the debate begins from a false premise—namely, the frequently small size and/or duration of many social movement media projects. Yet women’s right to vote and the abolition of slavery in the Americas were not won overnight, and neither was the dismantling of South Africa’s racist apartheid system. The Hindutva movement goes back over a century. We should not hold social movement media to a higher standard of impact, any more than we should ascribe instantaneous power to established media.
Social movements wax and wane, and so do their media projects. But the persistence of some such media activism between the peaks of movement activism is generally essential to the regeneration of social movements.
Sarah C. Vos and Elisia Cohen
Using pictures (also called images) in health and risk messages increases attention to messages and facilitates increased retention of message content, especially in low-literate populations. In risk communication, researchers have found that pictorial warnings stimulate communication and that images without text can communicate risk information as effectively (or, in some cases, more effectively) than text. However, little empirically based guidance exists for designing images for health and risk messages because most studies use an absence-presence model and compare visual communication to textual communication, rather than compare different types of visual communication. In addition, visual communication theories focus on describing the “how” aspect of communication instead of offering proscriptive guidance for message design. Further complicating the design of visual messages is that the number of possibilities for a visual message is, like text-based messages, almost infinite. Choices include colors, shapes, arrangement, and the inclusion of text, logos, icons, and so on. As a result, best practices on visual messages often draw on design recommendations. Before the widespread advent of Internet use and the adoption of social networking sites like Facebook and Twitter, using images—especially color images—could be cost prohibitive. However, these online platforms facilitate the distribution of visual content, and many public health organizations use these platforms to distribute visual messages. The need for guidance and research on using pictures effectively is growing. Although there has been increasing focus on images in health messages, many questions still exist about how visual messages should be composed and what their effect is. The existing evidence suggests that visual information can improve persuasive and, on social networking sites, diffusion outcomes. However, visual information may be prone to misinterpretation. Researchers should also evaluate ethical considerations when choosing pictures. Message testing is highly recommended.