USING SOAP OPERAS AND SITCOMS
Chapter 10. Stabilizing Population by Reducing Fertility
Lester R. Brown, Eco-Economy: Building an Economy for the Earth
(W.W. Norton & Co., NY: 2001).
While the attention of researchers has focused
on the role of formal education in reducing fertility, soap operas
on radio and television can even more quickly change people's attitudes
about reproductive health, gender equity, family size, and environmental
protection. A well-written soap opera can have a profound short-term
effect on population growth. It costs little and can proceed even
while formal educational systems are being expanded.
This approach was pioneered by Miguel Sabido, a vice president of
Televisa, Mexico's national television network. The power of this
medium was first illustrated by Sabido when he did a series of soap
opera segments on illiteracy. The day after one of the characters
in his soap opera visited a literacy office wanting to learn how
to read and write, a quarter-million people showed up at these offices
in Mexico City. Eventually 840,000 Mexicans enrolled in literacy
courses after watching the series.43
Sabido dealt with contraception in a soap opera entitled Acompaneme,
which translates as Come With Me. According to one observer,
"This serial, which ran over two years, featured a fairly typical,
poor young family. The mother, a sympathetic but ignorant character,
was desperate to stop at the three children she already had but
didn't know how. Her husband, macho and lusty, resented her efforts
to try the rhythm method. Over a period of time, and many melodramatic
arguments and tears, the woman decided to seek the advice of another
woman she knew who had 'miraculously' restricted her family size.
Eventually she learned about birth control. By the time she and
her smiling husband walked out of the gynecologist's office with
a prescription in hand, values had changedin
this family and among viewersabout
ideal family size, about not having more children than one can afford
and about the woman's role in her family."44
As these family planning soap operas continued over the next decade,
the birth rate fell by 34 percent. In 1986, Mexico was awarded the
United Nations Population Prize for its outstanding achievement
in slowing population growth. David Poindexter, founder of Population
Communications International (PCI) in 1985, used his new organization
to promote Sabido's model as a prototype for other countries. Today
PCI is operating in 6 of the 10 most populous countriesChina,
India, Brazil, Pakistan, Nigeria, and Mexico.45
In Kenya, PCI has developed a similarly oriented soap opera that
has aired on the radio, the medium of choice for 96 percent of the
country's people. After the highly popular early evening news, people
stay tuned for a radio serial entitled Ushikwapo Shikamana (which
means If Assisted, Assist Yourself). With close to half the
country's people following the twice weekly program, this has provided
an ideal vehicle for communicating information on a range of topics
from reproductive health and family planning to environment, gender
equality, and protection from AIDS. These examples are but two of
many that illustrate the success of radio and television in raising
public understanding and in changing attitudes.46
ENDNOTES:
43.
Pamela Polston, "Lowering the Boom: Population Activist Bill Ryerson
is Saving the World-One 'Soap' at a Time," Seven Days, available
at www.populationmedia.org/popnews/popnews.html, viewed 6 December
2000.
44. Ibid.
45. Ibid.; Kathy Henderson, "Telling Stories, Saving Lives: Hope
from Soaps," Ford Foundation Report, fall 2000.
46. Henderson, op. cit. note 45.
Copyright
© 2001 Earth Policy Institute
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