Evaluating the Impact of Entrepreneurship Edutainment in Egypt: An Experimental Approach

Funding Number

PW3.01

Funding Sponsor

International Labour Organization

Author's Department

Public Policy & Administration Department

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https://doi.org/10.1111/ecca.12391

Document Type

Research Article

Publication Title

Economica

Publication Date

1-1-2022

doi

10.1111/ecca.12391

Abstract

We measure the impact of an edutainment television programme specifically designed to promote entrepreneurship among young adult viewers in Egypt. We implemented a randomized controlled trial following a non-symmetric encouragement design and using cheap scalable incentives to measure the impact of the intervention. While the impact of the show appears otherwise more limited, we find that the good performance of female contestants improved viewers’—in particular, men’s—general perceptions of female entrepreneurs. However, despite the apparent difficulties faced by women in setting up a business, the show also led viewers to think that discrimination against women was not as important as they had previously believed, highlighting the possible distorting effect of media content.

First Page

82

Last Page

109

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