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Arts & Communication Documentary to support #EndFGM in Kenya

whether the widespread availability of platforms and the Story, Kenya therefore sourced a variety of voices. The film’s
increase in documentary films have promoted effective collaborators suggested that young people could identify
communication. with Kaunga, who is also a young person. She speaks in
The important consideration here must be the a way that others may have felt unable to without seeing
relationship between the documentary maker and their others do so first. Other members of the audience could
audience; in other words, their ability to understand each identify with the men, older women, and mothers in the
other and connect through an effective platform. If the film.
audience is an important consideration while making a The filmmakers built a portfolio of character profiles,
documentary film, as is the case when making a pitch for reflecting the variety of people likely to be in the audience.
films centered on social change, making a film in the target The idea behind this was that most members of the Kenyan
audience’s language and in a style that they will understand (and specifically Maasai audience) would be able to find
and see as their own is essential. someone in the film that they can identify with.

Robert Cialdini (2007) gives us useful insights into Cialdini’s third principle is that of staying consistent,
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how to construct films that can help people change their because “People align with their clear commitments. Make
minds about FGM. The filmmakers of My FGM Story, their commitments active, public, and voluntary” (Cialdini,
Kenya applied four of Cialdini’s persuasion principles in the 2001, p. 76). Some of the contributors openly voiced their
making of the film. Cialdini’s first principle of persuasion is commitment to the #EndFGM campaign and gave clear
that of “Liking: people like those who like them” (Cialdini, reasons for their commitment. Whether their reasons were
2001, p. 74). As previously mentioned, the presenter of protecting women’s health, following the law, or a belief in
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My FGM Story, Kenya, Laissa Malih Kaunga, is from the cultural change, the commitments were “active, public, and
Maasai community in Kenya (Figure 2). She is friendly but voluntary.” No one was paid for their contributions to the
questioning of her interviewees, rather than judgmental. film.
She also serves as the audience’s “friend” in the film. The
main target audience is members of the Maasai community, Cialdini’s fourth principle of persuasion that was
specifically those who engage in FGM. adopted by the filmmakers was “Authority: People defer to
experts” (Cialdini, 2001, p. 77). The film includes persons
According to Cialdini, people are more likely to be with authority and experts; the President of Kenya,
persuaded by other people they are familiar with, who government officials, activists, as well as current and
may look like. Or even dress like them. Cialdini cited former professional circumcisers, who hold status within
the example of marchers in an anti-war demonstration the Maasai community. Filmmakers took advice from
being more likely to sign a petition presented by someone NGOs about whose opinions and inclusion in the film
dressed similarly to themselves, to the point that they did would have the most impact, and on the kinds of questions
so without even reading the petition (Cialdini, 2007).
Kaunga should ask the interviewees. This participatory
Cialdini’s second principle is “Social proof: people and collaborative approach was key to making an effective
follow the lead of similar others. Use of peer power film that is enquiring and open-minded but nevertheless
whenever it is available. (Cialdini, 2001, p. 75) My FGM has a clear goal. The film aims to be persuasive in favor
of changing the practice of FGM without falling into the
“trap” of being dogmatic and critical of traditional culture
in a way that could appear disrespectful.
4. Building on the Gambian participatory
filmmaking process in Kenya
4.1. Similarities
In The Gambia, the presenter, journalist Halimatou Cessay,
arranged most of the interviews for My FGM Story (2020)
through her own contacts. Kaunga watched My FGM Story
(2020) to understand the style and arc of the film such
that she could prepare her own approach using a similar
style. Kaunga is well known within the Maasai community
Figure 2. The presenter of My FGM Story, Kenya, Laissa Malih Kaunga. (Figure 3) through her film company, Nomad Footprints
Adapted from. Copyright © 2022 Author. Films. She also has a good working relationship with local
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Volume 3 Issue 3 (2025) 4 doi: 10.36922/ac.3725