Edutainment and entrepreneurship : a field experiment on youth in Tanzania

Abstract

The aim of our thesis is to examine an innovative way to educate people in developing countries about business training. This paper analyses whether the edutainment show Ruka Juu, broadcasted in Tanzania in the spring of 2011, has had an informational or inspirational impact on youth in Tanzania when it comes to entrepreneurship. We find that Ruka Juu has led to increased business knowledge for male viewers who have not watched similar shows before, indicating that the show has had an informational impact. In addition we find an inspiration to learn more about business related topics for females. If an edutainment show like Ruka Juu successfully can express its educational approach, it can help create employment opportunities in developing countries.