AGENTIC PERFORMANCES OF WOMEN IN SEXUAL REPRODUCTIVE HEALTH CAMPAIGNS ON TELEVISION: AN ANALYSIS OF YOLO TV SERIES IN GHANA

Abstract

Purpose: This study examines how the Ghanaian television series YOLO (You Only Live Once), produced as an entertainment-education (E-E) programme to promote sexual and reproductive health awareness, represents women’s empowerment and gender roles. Design/Methodology/Approach: The study employed a feminist qualitative approach, combining textual analysis of 31 purposively selected YOLO episodes with in-depth interviews with 15 participants (10 women and 5 men) aged 20-35 years. The Feminist Media Studies framework and Entertainment-Education theory guided the analysis. Thematic analysis was used to identify recurring patterns in character portrayals, gendered performances, and audience interpretations. Findings: The findings reveal that while YOLO projects female characters as empowered and independent, particularly through motherhood, financial autonomy, and advocacy for sexual and reproductive health, it simultaneously reinforces traditional gender norms and Western ideals of womanhood. Empowerment is frequently equated with westernisation, suggesting that agency is attainable only through adopting Eurocentric lifestyles. This duality limits the program’s transformative potential and reproduces subtle gender stereotypes. Research Limitation: The study focused solely on the YOLO television series and a small sample of Ghanaian viewers, limiting the generalizability of the findings to other entertainment-education programs or broader cultural contexts. Practical Implication: The Ghanaian entertainment industry should integrate edutainment to address a broader range of social issues, including health, politics, and gender equality. Social Implication: While writers aim to create realistic stories that mirror Ghanaian society, the depiction of gender stereotypes should be minimised or avoided, as such portrayals may unintentionally endorse and normalise discriminatory gender beliefs. Originality: This study extends feminist analyses of entertainment-education by demonstrating how YOLO’s empowerment narratives operate within a Westernised framework that constrains authentic African agency. It highlights the need for culturally relevant feminist media strategies in sexual and reproductive health communication.