Soul City Series 7 Qualitative Evaluation Report

This 32-page report shares the results of a study carried out by the South Africa-based Soul City Institute for Health & Development Communication of the first 13 episodes of Series 7 of its television show Soul City. Broadcast on channel SABC1, the Series is an "edutainment" programme designed to reach young people (aged 16-35 years old) with messages related to the treatment of HIV and AIDS, manhood, community service (volunteering), and health equity. (Please click here to learn more about this Series). The Institute carried out a national qualitative study as part of an effort to guide the development of the next 13 episodes of this Series.

As detailed in this report, 15 focus group discussions were held with people around the country who had watched the first 13 episodes of Series 7. The Institute found that, although there was somewhat mixed reception, in general people related to the stories and characters and believed them to be a true reflection of their lives. The audience seems to have grown to like the new characters in Soul City and mentioned that they would like to see what happens to them in the future. Some respondents had ideas for upcoming Soul City series, calling for a focus on women's rights, educating parents about AIDS and sexuality, and teaching youth about the danger of dance clubs.

Respondents reported gleaning a variety of messages from Soul City, many commenting that they had discussed the issues highlighted on the show. For instance, one female respondent from an urban area of Gauteng said, "Yeah! Like when we go to work in the morning and then we discuss the issues that happened the previous night. And sometimes the others in the taxi also start talking about it. Also, these topics, because they're everyday issues, are part and parcel of our lives too. They can happen to everyone." Among the specific issues respondents reported learning about and/or discussing were AIDS disclosure, antiretroviral treatment (ART), and living positively. For example, "Respondents learned about disclosure from Zandi that one should be open about being HIV positive, and that if one discloses then you can get help. Some people said that there is still denial in their communities about AIDS, and found Zandi's boyfriend realistic. Respondents learned about living positively with HIV and AIDS, and that one should not drink with AIDS. People liked that HIV positive people can do things, and that having HIV is not the end of the world." To cite one specific viewer comment (from a female living in a rural part of KwaZulu-Natal): "To me to watch Soul City changed my whole life because; I was affected with HIV and AIDS. I was able to teach other to disclose to their partners, and those who are infected I prepare them to for testing and accept their HIV status."

The Institute found that respondents related particularly well to the "manhood" story; although not all were convinced by the story, many commented that it had taught them something or even changed their lives. For instance, they talked about making choices and resisting peer pressure. They said that they learned about forgiveness, and that men can change. They also learned the value of communication and respect in relationships, and that problems can be resolved - and women can be empowered - in part through open dialogue between men and women.