The Entertainment-Education Strategy in Communication Campaigns

Abstract

I chapter summarizes lessons learned about the use of entertainment-edu " on in communication campaigns dealing with family planning, gender ality, HIV prevention, and environmental conservation. A communication paign (a) intends to achieve specific effects, (b) in a relatively large num of individuals, (c) within a specified period of time, and (d) through an anized set of communication activities (Rogers & Storey, 1987). E ENTERTAINMENT-EDUCATION STRATEGY e entertainment-education strategy abrogates the needless dichotomy in Imost all mass media content-that mass media programs must either be enter lning or educational (Fischer & Melnik, 1979; Singhal & Rogers, 1989). ./!,'ntertainment-education is the process of purposely designing and implement InK a media message to both entertain and educate to increase audience mem bers' knowledge about an educational issue, create favorable attitudes, and dlsnge overt behavior (Singhal & Rogers, 1999). Entertainment-education /leeks to capitalize on the popular appeal of entertainment media to show indi viduals how they can live safer, healthier, and happier lives (Piotrow, Kincaid, I{imon,

East Los High: Transmedia Edutainment to Promote the Sexual and Reproductive Health of Young Latina/o Americans

“…Hollywood Health & Society in the U.S.) provide creative writers and producers the knowhow to accurately portray critical health information in the popular media. 15 Transmedia storytelling is an innovative media programming trend. 15 Instead of telling the story on a single medium, narrative elements are creatively coordinated across different media platforms (hence "transmedia") to build a story world, engage a broader spectrum of audience, and provide them an enriching experience beyond pure entertainment.…”

“…In the early days, radio and television dramatic serials were designed and broadcast in Latin America, Asia, and Africa to entertain and educate on a variety of topics. [13][14][15] Using fictional melodramatic narratives, they educated audience about contraceptive methods, modeled positive sexual attitudes and behaviors, and improved the reproductive health of millions in developing countries. [13][14][15] However, edutainment programs in North America and Europe face stiff competition in what represents a media saturated environment.…”

“…[13][14][15] Using fictional melodramatic narratives, they educated audience about contraceptive methods, modeled positive sexual attitudes and behaviors, and improved the reproductive health of millions in developing countries. [13][14][15] However, edutainment programs in North America and Europe face stiff competition in what represents a media saturated environment. 17 To earn audience ratings, sexual content on commercial channels is usually highly explicit, often inaccurate, and devoid of discussion about risks and associated consequences.…”

“…[13][14][15][16] Edutainment programs increasingly supplement and complement traditional public health interventions. In the early days, radio and television dramatic serials were designed and broadcast in Latin America, Asia, and Africa to entertain and educate on a variety of topics.…”

Do Campaigns Really Change Behavior?

“…Brought to you by | MIT Libraries Authenticated Download Date | 5/13/18 7:10 AM In certain entertainment education campaigns, it was found that a subsection of the target group interpreted messages as confirmation of the attitudes and behaviors the campaign was designed to change (Rice and Atkin 1989;Singhal and Rogers 1989; see also Windahl, Signitzer et al 1992;Singhal and Rogers 2001).…”