Evaluating Reaction Videos of Young People Watching Edutainment Media (MTV Shuga): Qualitative Observational Study.

ABSTRACT:

Background

Mass media campaigns, particularly edutainment, are critical in disseminating sexual health information to young people. However, there is limited understanding of the authentic viewing experience or how viewing contexts influence engagement with media campaigns. Reaction videos, a popular format in web-based culture in which users film themselves reacting to television shows, can be adapted as a research method for immediate and unfiltered insights into young people's engagement with edutainment media.

Objective

We explored how physical and social context influences young people's engagement with MTV Shuga, a dramatic television series based on sexual health and relationships among individuals aged 15 to 25 years. We trialed reaction videos as a novel research me

SUBMITTER: Baker V 

PROVIDER: S-EPMC11829175 | biostudies-literature | 2025 Jan

REPOSITORIES: biostudies-literature