Testing the effectiveness of an entertainment-education health-focused soap opera: exposure and post-discussion in colombian young adults


Palabras clave:

Educación - Entretenimiento, intervención en salud, telenovela, comunicación estratégica


El proyecto de investigación evaluó vía estudio experimental y grupos focales de discusión diferentes intervenciones en Educación-Entretenimiento (Edu-Entretenimiento) para establecer qué variables específicas eran más efectivas en mejorar la estrategia de comunicación. En particular se exploró la variable extensión de la serie o telenovela utilizada y la incorporación de grupos de post-discusión después de la telenovela y su relación con las dimensiones cognitivas, actitudinal y de intención de comportamiento. El estudio halló soporte para la segunda aserción: cuando se incorporaron sesiones de post-discusión a la serie de Edu-Entretenimiento se encontraron cambios significativos a nivel cognitivo, actitudinal y de intención de comportamiento. El objetivo de este artículo es extender la investigación sobre esta prometedora forma de intervención en salud que puede tener un impacto positivo en nuestra sociedad.

Biografía del autor/a

Jesús Arroyave Cabrera, Universidad del Norte, Colombia

Ph. d. en comunicaciones, univeristy of Miami, USA. Master in communication and information studies, rutgers university, USA. Magíster en educación, universidad Javeriana – Norte. Profesor asistente, universidad del Norte.


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Cómo citar

Arroyave Cabrera, J. (2022). Testing the effectiveness of an entertainment-education health-focused soap opera: exposure and post-discussion in colombian young adults. Investigación &Amp; Desarrollo, 16(2), 232–261. Recuperado a partir de https://rcientificas.uninorte.edu.co/index.php/investigacion/article/view/814



Artículos de Investigación / Research Articles