Using reality TV to engage and motivate young Jordanians

Summary:

Jordan is a beacon of stability in a volatile region. However, despite the relative stability, the country faces several ongoing challenges which are affecting its youth's futures and creating growing frustrations. Youth face high unemployment rates due to the difficult economic environment, youth in Jordan do not have a sense of belonging to their communities, lack role models and they feel alienated by the older generation politically, economically and socially. As a result, youth are struggling with feelings of hopelessness. Moreover there are shrinking spaces, in public and at home, where they can meet and express themselves. As a result, youth frustrations do not have a positive outlet and there are no concerted efforts to engage them. A key concern is that marginalised youth may turn to extremism as a way to gain power over their situation. To respond to this challenge and inspire marginalised youth in Jordan, MAGENTA adopted an edutainment approach to address the challenge. "Youth Idol Jordan", the current working title, is a nationwide reality TV series and a competition of ideas. It aims to inspire youth to become involved in developing their communities and channel their frustrations positively. The show features youth teams across Jordan competing to provide practical and feasible solutions to improve their communities with the help of dedicated mentors and trainings. The show is distributed on TV, online and through community events. The cast also engage with media to spread key messages and further inspire youth even after broadcasting hours.

Background/Objectives:

Youth unemployment in Jordan is nearly 40%, with higher rates for university graduates. This has led to a weakened social contract between youth and the government as a perception of pervasive nepotism and pessimism that their situation will improve further weakens confidence in national institutions. This has contributed to a culture in which marginalised youth are disengaged and may look for other options to provide meaning to their lives.  To address these issues, "Youth Idol Jordan" is supporting youth to develop their ideas on how to make a difference in their communities through a national platform, training and mentorship.

Description of Intervention and/or Methods/Design:

MAGENTA used an edutainment model for this project to hook the target audience (youth) whilst delivering important key messages.
 
MAGENTA conducted consultations and a development workshop with youth-focused development actors and youth groups in Jordan. The target audience was analysed according to psychological, sociological and environmental factors which may affect their behaviours. The key messages were then developed based on this analysis and an understanding of the messages that need to be conveyed to achieve the objectives. 
 
A participant outreach plan was developed, utilising these networks to encourage youth from multiple background and geographies to take part in the show. The show is produced by Roya TV. Their creative abilities and MAGENTA's strategy were fused together for a compelling show. The marketing and dissemination of the show utilise Roya TV's multimedia networks to cross-promote the show. Additionally, outreach will be conducted utilising the networks forged during project development.

Results/Lessons Learned:

MAGENTA is using an array of Monitoring and Evaluation (M&E) approaches to comprehensively monitor and evaluate the project. The key research tools being utilised are: (1) focus group discussions; (2) digital analytics taken from use of digital platform; and (3) qualitative and quantitative surveying.

During community screenings, feedback will be collected from participants in the form of short surveys and panel discussions and fed into the final evaluation analysis. The aim is to move beyond individual perspective and obtain wider perspectives on the issues. Quantitative data will be extracted from the showду»s online platforms and analysed to determine reach and engagement rates. Telephone surveys will be used for quantitative surveying as it is a cost effective and efficient data gathering option to cover a wide geographic reach in Jordan. Surveys will be conducted post-airing of all episodes.

Discussion/Implications for the Field:

The challenges which youth face in Jordan are varied. They are frustrated about poor economic opportunities; they feel alienated by political processes, infantilised by traditional family structures and have no real role models to look up to.  This multifaceted challenge requires a response locally through communities and on a larger scale in order to shift normative and empirical expectations of youth's role in society. "Youth Idol" is amplifying positive stories and youth initiatives on a national scale through mass media distribution. In addition, community screenings in collaboration with existing youth initiatives is supporting change on a local level.

Abstract submitted by:

Laramie Shubber - Magenta Consulting
Sarah-Jean Cunningham - Magenta Consulting