soap operas fight povertySoap operas are a staple not only in U.S. television but abroad as well. Soap operas in several countries are going beyond entertainment by focusing on critical social issues in a particular country. The popularity of these television dramas has raised the possibility that soap operas can fight global poverty. Furthermore, “edutainment soaps” have often triggered important behavioral changes in the people who watch them.

Television’s Role

Television has become an integral part of people’s daily lives and an everyday accessory for every household. Televisions provide access to entertainment, but they also keep societies informed about events in other parts of the world. Additionally, technology allows people around the world to support one another and celebrate historical moments. Television programs, such as documentaries, provide information and education. Specific programs aim to promote intellectual growth in children. These shows also teach children moral values and social skills. Through movies and TV shows, people spark new conversations and begin to form new communities. Television creates a safe way to introduce different values into foreign countries. Storytelling is the easiest way to challenge social norms, which makes soap operas valuable tools.

Soap Opera’s Rising Influence

In the United States, soap operas may have lost their place as a popular type of television program. However, soap operas are a viable option in other countries, drawing in most of the community. Soap operas can attract a broad range of people, from those with high to little education. From Riyadh, Saudi Arabia to Casablanca, Morocco, 80 million people regularly watch at least one soap opera episode. The number of people viewing increases during Ramadan, a time of fasting. In the past, after the fast, people would traditionally listen to a “hakawti,” or storyteller, who recounts old tales. Soap operas have now taken the place of these storytellers.

These soap operas follow the same ideas as U.S. soap operas, with intricate plot lines and dramatization. Moreover, people can relate to the main characters because the characters battle adversities people see in their current societies. Topics that are considered too taboo or sensitive are often turned into storylines. The dramas have taken the place of fables by providing entertainment and education. These types of shows can bring about behavioral change within a culture and break stereotypes.

How Dramas Raise Awareness

Several television dramas have affected various issues using characters and plotlines to raise awareness. For example, one drama increased the use of condoms in South Africa after highlighting sexual practices and risks. Viewers of the program were four times more likely to use condoms to protect themselves. Another soap opera expanded involvement in literacy classes in Mexico City by nine times because the storyline involved a relatable character who was learning how to read. Additionally, a soap opera discussed the importance of children’s health insurance for low-income households and how to go about accessing it, which then increased applications for the specific insurance in the U.S. state of Colorado.

Soap operas have an important place in the Middle East. One can tackle a range of issues through television dramas, and in Arab societies, poverty is an important issue. The World Bank reported that more than 25% of children in poverty in Syria, Egypt and Morocco suffer from malnutrition. Unfortunately, the subsidies used to protect impoverished people end up in the hands of those that do not need them. Although the effectiveness of subsidies has shown itself in other countries, people in these areas resist subsidy reform. Introducing poverty reform education into soap operas could help the government educate people about how society can better fight poverty.

By introducing poverty-related reforms within television dramas, soap operas can fight global poverty. Employing these ideas in television dramas can break down the walls between different classes and introduce new ways to improve society.

Solomon Simpson
Photo: Flickr

Africa’s Music IndustryIn April of 2020, the world’s most popular music streaming platform and one of the world’s biggest independent recording companies inked a new global licensing deal that will allocate more resources to new and existing entertainment markets in Africa. Spotify Music and Warner Music Group are working together to create new opportunities for artists to achieve international success in various countries, but Warner Music group is focusing on elevating the music streaming sector in Africa by investing in Africori, “a leading digital music platform for African artists and record labels.” Investing in Africa’s music industry could potentially contribute to lifting the continent out of poverty.

Warner Music Group Elevates Africa

Spotify has been available in Africa since 2018 in countries like Algeria, Egypt, Morocco, South Africa and Tunisia. While the company has hinted at future expansion in more African countries, its current licensing deal with Warner Music Group is working to elevate its global initiatives for Warner Group artists to grow the music industry worldwide.

Warner Music Group’s investment in Africori will make this possible by promoting existing African artists abroad, being able to sign global licensing deals with new artists and tap into a market that can provide opportunities for rising African stars. The main reason for investment will be to make African artists global by marketing their music to a global audience and giving newly signed artists the resources they need to grow their brand over time.

What is Africori?

Africori is an African digital music platform that is involved in almost every method of artist promotion. Its services include marketing, publishing, artist development, video distribution and booking artists around the globe. It was launched in 2009 “in response to the lack of opportunities available for African artists,” who now aim to make Africa a global source of inspiration. Africori already distributes to more than 200 domestic and international platforms because of their unique understanding of the African market.

This investment will transform Africa’s music industry by filling hundreds of job opportunities that are needed to manage global artists.

Investing in Africa’s creative minds has the potential for a big return for Warner Music Group as Africa’s music and entertainment sector is on course to reach 177.2 billion African rands of revenue in 2022, which equals $11.5 billion.

5 Reasons to Invest in Africa’s Creative Minds

With the investment deal being highly publicized, this move can inspire other U.S. or international entertainment groups to invest more in Africa’s music industry and entertainment sector.

  1. Music is a driving factor to economic success. Besides the artists themselves bringing in a high amount of revenue, a booming entertainment sector can create a multitude of jobs from publicists, directors, dancers, managers, set designers and more. Africa’s music sector is currently on the rise compared to many countries that already have established major entertainment deals.

  2.  Artist success leads to other business ventures. This could mean brand deals and sponsoring artists with products. Artists can partner up with African product companies, clothing companies, social media and more, to simultaneously promote themselves and other businesses.

  3. African artists are cultural magnets and trendsetters. Brian Nadra, an African musician labeled “an artist to watch in 2020” was called “an ambassador of East-African pop culture” in a region where there have not been many successful male singers. African artists are already being noticed globally which opens the door for new artists to achieve that same title.

  4. Africa’s music streaming platforms are on the rise. Currently, smartphone usage in Africa is estimated to grow exponentially in the next few years. Widespread smartphone usage will increase revenue per stream, platform subscriptions and music video views.

  5. Alleviating poverty in Africa. Growing the music scene in underdeveloped African countries can give people hope and an opportunity to pull them out of poverty. Many artists do not reach their goals because they lack the proper team or funding to continue to do so. Receiving funding to improve development gives communities a chance to prosper.

Africa’s creative minds have proven to be an untapped source of talent and inspiration. Africa’s music industry has the potential to grow itself and many other areas of the business to support artists for years to come. Warner Music Group’s decision to invest in Africori is just the beginning of supporting Africa’s ability to prosper.

– Julia Ditmar
Photo: Flickr

American Expenditure on EntertainmentExpenditure by the average American consumer unit (henceforth household) each year is substantial compared to what the poor in the world spend. Of the 200 million or so rich people globally, Americans make up the majority; in this decade, as determined by those in the World Data Lab, “the world’s top market segment will be America’s rich” (italicization added). According to the U.S. Bureau of Labor Statistics Consumer Expenditure Survey (BLS CEX), entertainment spending made up 5.3% of the total average annual expenditure of American households in 2018. American spending on entertainment is considerable.

Collectively: Average American Households

Looking at the CEX, in 2018, average annual expenditures rose to $61,224, compared to $60,060 the year before. More specifically, spending on entertainment (EE) increased to $3,226, from $3,203 in 2017. (Inflation was higher than expenditure numbers in 2018. Nevertheless, consider that thousands of dollars went toward entertainment.) There were 131,439,000 households in the U.S. in 2018. When one multiplies that number by EE, one gets $424,022,214,000; hundreds of billions of dollars were spent on entertainment.

That amount of money is more considerable than the gross domestic product (GDP) in 2018 for the entire country of the United Arab Emirates (where Dubai and the tallest building in the world are), which was over $421 billion.

So what does the category of entertainment expenditure include in the BLS CEX?

  1. Fees and admissions, including admissions to sporting events and movies; fees for social organizations; recreational lessons; and recreation expenses on trips.

  2. Television, radio and sound equipment, including video game hardware and musical instruments.

  3. Pets, toys, hobbies and playground equipment.

  4. Other entertainment equipment and services, including indoor exercise equipment, camping equipment, boats, photographic equipment and supplies and fireworks.

Just $2 billion of the $72.56 billion that Americans spent on pets in 2018 is what Gavi, the Vaccine Alliance, was at a minimum seeking to raise as of 7 August. That amount could immunize both those with high susceptibility to the coronavirus and health care workers in Gavi-supported countries, with doses that would be available for use where needed most. Gavi is a public-private partnership that has helped to immunize hundreds of millions of children since 2000; partners include the World Health Organization, United Nations Children’s Fund and the Bill and Melinda Gates Foundation.

America’s Rich

By the end of 2020, there will be an average of $194 to spend per day per wealthy American; this is put forth in a Brookings Institution blog. Possibly an appropriate juxtaposition, in 2018, households and non-profit institutions serving households (NPISHs) final consumption expenditure per capita was $189 in Burundi, a country where most of the population is poor and which has the second lowest GDP in the world.

Using data from the 2018 CEX, one may learn something else concerning American expenditure on entertainment. The top 10% of highest income (before taxes) households in the U.S. had an average of 3.2 persons and spent an average annual expenditure of $142,554. That amounted to around $122 spent per day per person: each person spent approximately $6.64 a day on entertainment. Notice that the $122 is less than the $194 of America’s wealth. 

If each of the 42,134,400 persons of the above top 10% were to have given around $1.20, less than a fifth of what they expended on average on entertainment per day, that would be enough (at least in hard numbers) to meet the net funding requirements from June to November of this year about the World Food Programme in Burundi.

The Bigger Picture

Entertainment may not in and of itself be bad or good. One way that American expenditure on entertainment affects Americans is the amount of time they spend on entertainment. For example, in 2019, the BLS reports that watching television on average took up the most leisure time. Although Americans possibly can inform themselves about the poor in the world via television, Americans could use some of the time spent watching television to ask their representatives to support legislation that could help reduce poverty.

Kylar Cade
Photo: Flickr