Young Adults' Responses to an African and US-Based COVID-19 Edutainment Miniseries: Real-Time Qualitative Analysis of Online Social Media Engagement

"Peer influence and support online can be a powerful public health tool as people have a great capacity to influence each other and shape norms around public health."

In April 2020, as cases COVID-19 spread across the globe, MTV Staying Alive Foundation (SAF) created the educational-entertainment digital miniseries MTV Shuga: Alone Together in an effort to increase young people's knowledge, motivation, and actions to reduce the spread of SARS-CoV-2. This study identified viewers' perspectives on the COVID-19 pandemic, including national lockdowns, by examining the words, conversations, experiences, and emotions expressed on social media in response to the Alone Together episodes. It also assessed how viewers used the series and its online community as a source of support during the pandemic.

MTV Shuga, MTV SAF's flagship behaviour change campaign, includes a multiseason TV drama series that integrates health messaging into storylines that reflect the lives and experiences of youth audiences. Social media engagement is a crucial element of this programme. As detailed at Related Summaries, below (and in the summaries linked to from within it), the MTV Shuga: Alone Together miniseries consisted of 70 5-minute episodes released daily on YouTube, where viewers could make comments as they watched. The episodes featured characters experiencing challenges with COVID-19 and lockdown measures across 6 countries: Cote d'Ivoire, Kenya, Nigeria, South Africa, Botswana, and the United States (US).

The researchers extracted 3,982 comments and 70 live chat conversations from YouTube between April and October 2020 and analysed them through a data-led inductive thematic approach. Aggregated demographic and geographical data were collected using YouTube Analytics.

As of April 2021, the 70 episodes had 1 million views, with an average of 5,683 unique viewers per episode, and over 6.7 million views on Facebook Live. The miniseries had a global reach across 5 continents (at least 53 countries), with the largest reported audience in Nigeria, where 4 previous seasons of the MTV Shuga series had been filmed, and there is an established MTV Shuga fanbase. The dominant audience was adults under the age of 35 years and women. There were 3,985 comments posted in the YouTube comment section, and all 70 episodes had viewers engaging in live chat conversations.

By examining reactions to Alone Together storylines and the opinions viewers expressed online, the researchers identified the following perspectives on the COVID-19 pandemic and national lockdown measures:

• People have a social responsibility to follow COVID-19 measures - Although many viewers reacted very strongly to characters who were not adhering to COVID-19 regulations, they did not engage with comments from their peers online who resisted COVID-19 measures. Comments opposing COVID-19 measures became less frequent as the series progressed.
• Lockdowns are creating significant economic challenges for people in their community - Commenters shared creative ways for the characters to make money within the constraints of lockdown, possibly providing advice to their peers who are struggling in real life.
• Social isolation is necessary but affects mental health - One viewer shared their painful experience of losing their father and being unable to travel to attend his funeral. Online peers offered support, empathy, and condolences.
• Lockdowns make it difficult for people who experience intimate partner violence (IPV) to seek help - Many commenters appreciated a storyline about IPV, as they felt it reflected current reality; the dramatic arc in the storyline for the character "Dineo" generated many responses and discussion.

In short, these viewers - predominantly young women who were digitally connected and engaged - understood the critical role they played in keeping other people safe during lockdowns, even at the expense of their own economic and social needs. They recognised the immediate and lasting impact that COVID-19 restrictions were having on younger adults' mental health, livelihoods, and relationships.

The researchers stress: "As future waves of infection and lockdown occur, especially in low- and middle-income countries with limited COVID-19 vaccine availability, it will be increasingly difficult for younger adults to continue to make such sacrifices. Support systems are needed..." To that end, they identified ways in which watching the miniseries and engaging with MTV Shuga producers and fellow viewers online helped young adults cope with the pandemic by:

• Forming online communities through shared experience - Conversations on the Alone Together online platform offered a socially distant way to reactivate community engagement while in-person connections were restricted. The shared experiences and hardships created by the COVID-19 pandemic, enacted by Alone Together characters, helped develop a sense of community across countries and cultures.
• Asking for resources and information - Example: "I actually need these links to talk to these mental health organisations, MTV Shuga if it's possible please." Reply from MTVShuga: "Hi, please let us know what country you're in at the moment, or visit www.mtvshugaalonetogether.com to access the helplines for the countries currently available. Thank you."
• Using the series as a link to the real world - As viewers grappled with isolation and disconnection from their communities, Alone Together served as a link to unite viewers to fictional but relatable community members and raised their awareness of how COVID-19 might be affecting certain groups disproportionately.
• Enjoying entertainment together - Commenters appreciated the episodes' short format, which served as a consistent and enjoyable moment in their day during an unstable time. For some people, watching Alone Together "kept them sane" and lifted their mood.

Notably, "online services are not accessible to everyone, and COVID-19 has increased disparities between digitally connected and unconnected younger adults." However, for those who have access, edutainment supported by social media can offer connectedness and linkages to resources to cope with a public health crisis such as COVID-19. Viewers who commented on the series showed they are receptive to receiving support from online communities and media services.

In conclusion: "Online, people have a great capacity to influence each other and establish social norms. Peer influence and support online can be a powerful public health tool, particularly during a pandemic where individual behaviors need to shift rapidly to prevent disease transmission."

Click here to download a related 30-slide PowerPoint presentation: "Final Digital Report of MTV Shuga: Alone Together 16 April - 25 September, 2020".