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

Ghada Barsoum, Bruno Crépon, Drew Gardiner, Bastien Michel and William Parienté
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Ghada Barsoum: American University in Cairo
Bruno Crépon: CREST - Centre de Recherche en Économie et Statistique - ENSAI - Ecole Nationale de la Statistique et de l'Analyse de l'Information [Bruz] - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - ENSAE Paris - École Nationale de la Statistique et de l'Administration Économique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique
Drew Gardiner: ILO - International Labour Organization
Bastien Michel: PSE - Paris School of Economics - UP1 - Université Paris 1 Panthéon-Sorbonne - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - EHESS - École des hautes études en sciences sociales - ENPC - École nationale des ponts et chaussées - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, PJSE - Paris Jourdan Sciences Economiques - UP1 - Université Paris 1 Panthéon-Sorbonne - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - EHESS - École des hautes études en sciences sociales - ENPC - École nationale des ponts et chaussées - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement
William Parienté: UCL - Université Catholique de Louvain = Catholic University of Louvain

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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.

Date: 2021-09-05
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Published in Economica, 2021, 89 (353), pp.82-109. ⟨10.1111/ecca.12391⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04743181

DOI: 10.1111/ecca.12391

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