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Fighting poverty in the Arab world: with Soap Operas?
This post is part of a blog series that we hope will provide some food for thought on the critical questions outlined in the forthcoming report on social safety nets.
Some of you might frown when you hear the words "soap opera". Others might chuckle and recall “Besos y Lagrimas” (kisses and tears) - Saturday Night Live’s hysterical parody of the usually overly dramatic Latin American "telenovelas". If we are honest, however, quite a few of us have a hard time containing our excitement and anticipation for the latest episode of our favorite show.
If you think you are immune to the lure of a soap opera then try watching an Egyptian soap. At first, you will be amused and perhaps even laugh at all the melodrama, but in the end you will most certainly find yourself wondering: Will Alia expose her evil twin sister? Will Omar learn how to read, propose to his beloved and be accepted by her upper-class family?
Soap operas have an appeal that cuts across a broad social spectrum; viewers range from highly educated people to those with little or no formal education. The Middle East is no different. Although men might deny that they watch soaps, they too become engrossed. In fact, more than 80 million people from Casablanca to Riyadh regularly clock in for a single soap episode and these viewing figures rise significantly during the fasting month of Ramadan. In the past, people would gather after the breaking of the fast to listen to a “hakawti,” or storyteller, recount tales and myths. Soap operas now fulfill the same role as the “hakawti.” Today, Arab satellite channels will air dramas that last for 30 episodes, one for each night of Ramadan, when whole families gather to watch.
Soap operas in the Arab world often address issues of class, with stories that often include central characters that are struggling to escape poverty. They combine the usual characteristics of American soaps – extravagant plots, love and family drama – but also carry certain cultural values that audiences can relate to. Viewers often identify very closely with the lead soap characters. Khadija, a 49 year old seamstress in Rabat, Morocco said about her favorite heroine: “She is like me, she suffered and had her heart broken but she still tried to make life better. Just like me.” Soaps also provide an escape from the daily routine and harshness of reality, particularly in conflict affected countries. In Gaza and Yemen for example, you will find the streets empty as the soap of the moment is airing.
Soap operas can play the same role that myths and fables have throughout history. By introducing a critical social issue into the soap narrative, the soap can go from being simply “entertainment” to being “entertainment-education” - or in short: “edutainment”. In fact, around the world edutainment soaps have often helped bring about critical behavioral changes. In South Africa following a televised drama that addressed sexual practices, it was found that viewers of the soap opera were four times more likely to use condoms than non-viewers. Enrollment in literacy classes increased nine fold in Mexico City after the airing of a soap with a central storyline about a character learning to read. In the US state of Colorado, the number of low-income families applying for child health insurance increased drastically after an edutainment soap highlighted its importance and how to find it.
Even topics that are considered taboo can be brought up within the fictional universe of soaps. They can help to decrease the stigma surrounding certain issues without being socially or culturally intrusive. Soaps in the Arab world have already begun confronting sensitive, at times taboo, subjects. In Jordan for example, there are several so called Bedouin soaps that portray traditional village life. Highly sensitive issues such as honor killings have been confronted, and the tensions between the traditional and modern ways of life explored.
There are many topics that the Arab entertainment field could help shed light on through this popular medium, soap operas. Poverty alleviation would be an important one. In the Arab world, a growing middle class exists alongside abject poverty. According to a recent World Bank report “Inclusion and Resilience: The Way Forward for Social Safety Nets in the Middle East and North Africa”more than a quarter of the children in the lowest economic strata in Egypt, Morocco, and Syria are chronically malnourished. At the same time, the subsidies that governments rely on to protect the poor are mainly captured by the rich. Even in the face of strong evidence that there are more effective ways of fighting poverty, alongside compelling international examples, citizens of the region tend to resist subsidy reform. The poor also seem to share the belief that subsidies are their best option. One way of changing attitudes and paving the way for critical reforms is for governments and international organizations to team up with the entertainment industry to use the power of soaps to educate the population. By introducing the theme of how poverty can be better fought into soap operas, the message could reach wide audiences across the Arab world.
What might at first look like light entertainment could indeed be a potent tool to influence attitudes and break down social prejudices and stereotypes. With their tremendous reach and popularity, it is time to take soap operas far more seriously.
Read the previous blogs in the social safety net blog series:
Who should pay for the poorest in Lebanon?
NOW is the time to bring MENA's poor Into the net
It is time for the Arab world to invest in people not subsidies
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Comments
Excellent piece Amina. As
Yes!
Brilliant
This piece is simply
Use of pop culture for good
So true that soaps help
Genuine and Valid
Excellent and relevent piece
Soap Piece
Fighting Poverty and Soap Operas
Interesting analysis on the
fighting poverty in the arab world
Subsidies: Are the governments onboard??
Sure, perceptions can be changed through media. There are topics the people can gain more information about, like the article sais that there are better ways to help the poor.
All makes sense - the big question is to me are the GOVERNMENTS interested in it themselves? Do they try to reform this? Even if people would be more interested in subsidy reform is this something the people in charge would pursue? I'm not so sure.
Do you have any examples?
Interesting piece indeed. We
I also read the other blog on
Thank you all for your
Thank you all for your wonderful comments. I hope to respond to all of you - for those of you I unwittingly omitted, please forgive me.
Dear Andrea,
I agree, wouldn’t we feel better spending an hour in front of the TV if we knew we might be learning something! There are many interesting initiatives of non-profits, governments and international organizations teaming up with the entertainment industry globally. A couple of interesting examples: in Nicaragua non-profits worked with producers to introduce messages into the soaps aimed at changing cultural assumptions – mainly around domestic violence and in East Africa, USAID worked with soap producers to insert messages on HIV and tuberculosis. There are also nonprofits that focus on developing “edutainment” content only. They often say that the critical thing is that the narrative is around the characters in the story, rather that the educational message itself. After all it is the relationships that make the soap opera interesting and it is those relationships that will capture the eyes of the masses.
Dear Milad,
Many thanks for your very interesting comment and kind words. I can't help but smile as I read your comment about the “Naa! Nargees!!” how it was impossible to plan anything as the soap was so popular in your home, and across Iran. Yes, soap operas can indeed be an escape mechanism, especially in conflict affected areas and people struggling with everyday life. I once heard someone say that it is “psychotherapy via the soaps”! At least we can conclude that is provides a break from everyday chores. The Bollywood movies are indeed insanely popular across the whole Middle East. I was also told that in the 90ies Iranians used to tune in faithfully to a Japanese dubbed soap, “Oshin” about a hardworking woman who sacrificed all for her family. I never knew Japanese soap operas were popular in Iran. Thank you again for your insights.
Dear Teyve,
Thank you very much. Correct, media does indeed carry a critical role in contributing to positive attitudes and dissuade misleading stereotypes in society. I have seen some of the Mexican television shows you refer to. I agree it is very unfortunate when media reinforces and adds fire to negative social stereotypes. The power of media can indeed be used for good and for bad. On a good note, some of the Mexican television writers-producers have inspired the edutainment globally. I learnt that the Mexican writer-producer Miguel Sabido was the one that developed a framework of character types for edutainment soap operas. Three basic character types: positive, negative and “transitional” characters. The latter is the one the audience is meant to identify with. When the transitional character spends time with a good character she will be rewarded and the reverse when she hangs out with a bad character. This way the viewer will get an insight into consequences of certain behaviors. Sabido meant to encourage the viewer to think before acting etc. Are you familiar with Sabido’s edutainment soap operas? I’d love to hear your thoughts. Thanks Teyve!
Dear Avid,
Thank you for your input. Very true that also in western society many taboos were first addressed through TV shows/soaps. Sensitive subject can be addressed more easily as it happens to a third fictional party. In Kenya for example the highly difficult and sensitive topic of “how to convey to your spouse that you are HIV infected” was addressed in a soap episode. In the Middle East there are many highly sensitive topics that soap operas could help shed light on. I am glad that some dramas have already began touching upon those areas a little bit (such as the Jordanians introducing the topic of honor killings into the story line). I agree, it is an underestimated sociological tool. Thank you for your input.
Dear Pip,
I am glad that you found the piece thought provoking. You are right; the soap operas can be very addictive to every walk of life. A lovely example of how engaged viewers can become is a late 60ies Peruvian telenovela that depicted the struggle of a farmer that struggled to learn to read and then become a designer. The soap became incredibly popular and when the lead heroine married (her literacy teacher) 10,000 avid fans put on their best Sunday outfits and gathered at the church where the scene was being shot with gifts for the “newlyweds.” A plus is that literacy classes also shot through the roof after the airing of the show. In fact, this show might have been the originator of “edutainment.”
Dear Fay,
Thank you for your kind comment. Your observation is correct, these soap operas tend to air in the evenings across the Middle East. Initially they aired during day time but because of their popularity moved into prime time when whole families can gather. With such a tremendous viewership (imagine 80 million tuning in for a single episode!) one can only hope that this opportunity is capitalized on and educational messages inserted. I am not surprised to hear that also in Iran people from all social and educational backgrounds gather to watch. Thank you again for your comment.
Dear Raghada,
Thank you for your comment. Yes the famous Turkish soap operas have indeed captured the hearts of the Arab world. It is fascinating to see how popular they are, I guess a lot has to do with familiarity. Turkish series carry certain cultural values that the Arab world can relate to – (in addition to juicy story lines of course). There are large numbers of Facebook fan pages, groups, wall paper downloads and You Tube videos, originating in the Arab world, honoring these Turkish soaps. The Turkish shows have been very bold when it comes to gender equality. Also, the heroine in one of the most popular soaps - “Noor” (which you may know) is fighting to establish herself in the workplace and create a career, which women across the Arab world have said that they felt inspired by. Yes, important messages can be disseminated in a very efficient way through this medium. Thank you for your feed-back.
Dear Yaa,
I am so glad you found the piece thought provoking. Thank you for your kind words.
Dear Elham,
I am very happy you found the piece relevant. Indeed, with the tremendous reach and popularity of the soap operas it is time to take them far more seriously in the Arab world.
Dear Clinton,
I am glad you found the idea of edutainment thought provoking. I agree with you, evening drama shows are indeed "soap operas in disguise." As you say, these types of shows can be very addictive - which also is a large part of its power. Soaps combine two of the most important elements of television art: suspense and continuity (in fact, in Arabic the word for soap opera is "musalsal," which literally means "chained, "continuous"). All that being said, l et's hope that more educational material is added to these shows -in the Arab world, the US --- and why not globally. Thank you for your comment.
Dear Natalia,
Thank you for taking the time to comment. I hope you will continue to follow our MENA blogs.
Dear Ziad,
Thank you for your comment. Yes indeed. A number of governments in the region are now either in the process of reforming subsidies or exploring ways of doing so. Jordan has actually done it recently and instituted a cash transfer program at the same time. There are ongoing discussions and plans in Tunisia, Egypt and Morocco that you can follow in the news.
The concept Amina has touched
Upgrading the value of soaps, from misprized to a tool 4 change
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