2026/01/01 by V A H Baker · 1 voice
Arts and Humanities · Social Sciences · Health Professions · #Media Influence and Health #Child Development and Digital Technology #Adolescent Sexual and Reproductive Health
paper · pdf · doi:10.17037/pubs.04678879
openalex publication_date 2026/01/01 · openalex created_date 2026/02/12 · openalex updated_date 2026/07/01
Educational entertainment or 'edutainment' harnesses media to communicate health messages in an engaging and relatable manner. Edutainment has emerged as a promising approach for improving adolescent sexual and reproductive health (SRH); however, evidence is limited on how youth (15-24) engage with edutainment content and how their interactions are shaped by social and structural factors. This PhD by prior publication critically examines these dimensions using qualitative methods embedded within the evaluation of MTV Shuga, a global SRH edutainment campaign for youth, with data collected in South Africa during the COVID-19 pandemic in 2020. The central research question guiding this thesis is: What strategies within the MTV Shuga edutainment campaign effectively engage youth, and how do social and contextual factors mediate the success of these strategies? This thesis synthesises findings from four connected publications, for which I was the first author. Based on data collected in South Africa, each paper examines different aspects of youth, and young adults engagement with MTV Shuga: real-time social media interactions; qualitative insights into youth and young adults’ up to age 35 perceptions of the show and peer engagement; barriers to accessing SRH services highlighted through an online survey during COVID-19; and observational insights from reaction videos capturing youth viewing environments and interactions. Through a critical realist lens, I conducted a meta-synthesis that applied the guiding principles of participatory communication - respect and trust, dialogue, providing voice, critical reflection, and action -as an interpretive framework. I identified engagement mechanisms through which these guiding principles were activated and the contextual barriers that impede meaningful engagement and action across the four publications. The meta-synthesis found that effective engagement strategies within MTV Shuga include youthcentred formats, relatable and complex storylines, characters that resonate with young audiences, and a non-judgemental tone that facilitates open discussions. Group engagement spaces, both digital and physical, enable peer-driven dialogue and shared decision-making. Leveraging an established youth brand enhanced credibility and appeal, further strengthening engagement. However, contextual issues such as parental presence and distractions within viewing environments can disrupt engagement with edutainment. Structural barriers like health system limitations and competing priorities restrict youths' ability to translate intentions into action. To address these barriers in the South African context, literature suggests home-based complementary content that is less sexual in nature could facilitate dialogue between parents and youth. Expanding community and school-based viewings could offer more immersive engagement, particularly where private viewing is disrupted by environmental or technological constraints. Stronger linkages between edutainment campaigns and health services can help youth translate their engagement into action and uptake of SRH services. This thesis contributes to edutainment scholarship by advocating for evaluations that go beyond a focus on short-term behaviour outcomes, to also capture engagement in edutainment. It reveals how youth actively interpret, reflect on, and integrate edutainment messages into their lived experiences and social interactions, positioning them as active participants rather than passive consumers of health messages. Evaluating engagement is particularly suitable for youth, who may not yet be adopting specific behaviours but can apply these insights in their future decision-making and health practices.