Social norms action with informed and engaged societies
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at lainiciativadecomunicacion.com and is linked with The CI Global site.
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Le Journal Rappé Video Series

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Launched in April 2013, Le Journal Rappé is a weekly Senegalese video show in which two rappers (Cheikh 'Keyti' Sene and Makhtar 'Xuman' Fall) present the news in a rhyming rap format. Created to provide an alternative source of media, particularly for young people in Senegal, the series is designed to offer the news in a different format while also touching on underreported stories and providing new perspectives on current events. The series is being broadcast on YouTube, with some segments being broadcast on Senegal's S2TV.
Communication Strategies

Each of the 8-minute episodes of Le Journal Rappé begins with a greeting by presenter Xuman, who clears his throat and stacks his notes before introducing the show. "Welcome, get settled in, we have some news for you. Some good, some bad, but some news for you ..." The news bulletin includes a range of local, regional, and international stories. Xuman begins, rapping the headlines in French, while Keyti delivers an interpretation in Wolof, the native language of Senegal. As outlined in a case study of the series (see Source below) , the series "strives to deliver a conscious and concise account of current events. By presenting their program each Friday, at the end of the week, they view their show as separate from the mainstream media race...The rappers unearth what really matters, the news that directly affects the Senegalese audience’s everyday lives."

To produce the Friday broadcasts, one of the Le Journal Rappé production staff reviews the news to compile the week’s top headlines. The rappers then investigate these news stories, beginning immediately after airing the previous week’ show, to choose which stories to highlight in the upcoming week. Four stories are usually included in each broadcast with the selection based on how important the story is, the entertainment value, and the possibility for giving viewers new perspectives. Following this, the rap lyrics are developed with an emphasis on satirical reflections on the news. The rappers then record and produce the segments in recording facilities, that comprise of a collapsible green screen (on which the background graphics will be projected) and a circular table with two chairs that serve as the anchor desk. The production crew includes the two rappers, a "beat-maker", a cameraman, and a video editor.

Episodes of Le Journal Rappé can be viewed on the Le Journal Rappé You Tube Channel, and people can interact with the show through Le Journal Rappé facebook page and on Twitter.

Development Issues

Youth, Edutainment

Key Points

The YouTube series is watched by between 6000 and 45,000 viewers every week online. According to a case study about the series, "young Senegalese are Xuman and Keyti’s primary audience. They’re the segment of society that often feels disempowered, voiceless, and frustrated with the state of their political, social, and economic environment. Rappers, as an artistic community in Senegal, enjoy unique status as the voice of the young masses. For the country's under-35 population, it is rappers — not the media — who are the true Fourth Estate."

Partners

Natty Dread Edutainment and Level Studio