Translating Theory into Practice in International Contexts: Field Notes from Uganda. Paul Falzone is a scholar and award-winning producer of advocacy media and programming. He is the founder and director of Peripheral Vision International, an NGO that produces, distributes and researches media in East Africa. Abstract: Drawing from his five years in the field in East Africa, Falzone will explore the intersection between theory and practice in the production, distribution and research of edutainment and advocacy media. He argues that international settings offer both a challenge and opportunity for scholars to apply and test media effects that were often formulated in Western contexts. Scholars have the potential to empower practitioners to produce more effective media aimed at creating social and political change.