Testing the effectiveness of an entertainment-education health-focused soap opera: exposure and post-discussion in colombian young adults
Keywords:
Entertainment-Education, health focus soap opera, telenovela, communications strategyAbstract
Entertainment-Education interventions were evaluated using quantitative and qualitative methodologies to assess what specific variables may make communication strategy more effective. Variables including length of the Entertainment-Education serial drama and the post-viewing discussion sessions in their relation to cognitive, attitudinal and behavioral intentional outcomes were examined using experimental design and focus group discussions. It was concluded that the length of the Education-Entertainment serial drama did not produce significant change in the overall efficacy of the intervention. Overall the goal of this paper is to extend the research on a promising form of health intervention that has the potential to make the difference in our society.
References
ABDULLA, R. (2004). Entertainment-Education in the Middle East: Lessons from the egyptian oral therapy campaign. In A. Singhal, M. Cody, E. Rogers, & M. Sabido (Eds.), Entertainment-Education and Social Change: History, Research and Practice. London: Lawrence Erlbaum Associates Publishers.
BANDURA, A. (1997). Self-Efficacy: The Essence of Control. New York: Freeman Press.
BANDURA, A. (2004). Social cognitive theory for personal and social change by enabling media. In A. Singhal, M.J. Cody, E.M. Rogers, & M. Sabido (Eds.). Entertainment-Education Worldwide: History, Research and Practice (pp.75-96.). Mahwah, NJ: Lawrence Earlbaum Associates.
BANKOLE, A. (1999). Book reviews. Studies in Family Planning, 30, 89-92.
BROWN, J.D. (2002). Mass media influences on sexuality. The Journal of Sex Research, 39, 42-50.
BROWN, W.J. & SINGHAL, A. (1999). Entertainment-education media strategies for social change: Promises and problems. In D. Demers & K. Vishwanath. Mass media, social control, and social change, 263-280.
CHAFFEE, S.H. (1982). Mass media and international channels: Competitive, convergent, or complementary? In G. Gumpert & R. Cathart (Eds.), Inter/ Media: Interpersonal communication in a media world (pp. 57-77). New York: Oxford University Press.
COLEMAN, P.L. & MEYER, R.C. (1990). Proceedings from the entereducate conference: Entertainment for social change. Baltimore, MD: Johns Hopkins University, Center for Communication Programs.
FROST, K., FRANK, E. & MAIBACK, E. (1997). Relative Risk in the News Media: A Quantification of Misrepresentation. American Journal of Public Health. ,87, 842–845.
GREENBERG, B.S., FERNANDEZ-COLLADO, C., GRAEF, D., KORZENNY, F. & ATKIN, C. (1979). Trends in use of alcohol and other substances on television, 1975-1980. Journal of Communication, 33, 44-55.
GREENBERG, B.S., LINSANGAN, R.L., SODERMAN, A. (1987). Adolescents and Their Exposure to Television and Movie Sex. Project CAST, Report Nº 4. East Lansing, MI: Michigan State University, Department of Telecommunications.
GREENBERG, B.S., SALMON, C.T., PATEL, D., BECK, V. & COLE, G. (2004). Evolution of an E-E research agenda, In A. Singhal, M. Cody, E. Rogers, & M. Sabido (Eds.), Entertainment-Education and Social Change: History, Research and Practice (pp.191-206.). London: Lawrence Erlbaum Associates Publishers.
HEETER, C., PERLSTADT, H. & GREEBERG, B.S. (1984). Health incidents, stages of illness and treatment on popular television programs. Paper presented at the annual convention of the International Communication Association. San Francisco, CA.
HORNIK, R.C. (1989). Channel effectiveness in development communication programs in R.E. Rice & C. Atkin (Eds) Public Communication Campaigns. Newburry Park, C.A: Sage.
KELLER, S.N. & BROWN, J.D. (2002). Media interventions to promote responsible sexual behavior. The Journal of Sex Research, 39(1), 67-72.
KENNEDY, M.G., O'LEARY, A., BECK V., POLLARD, K. & SIMPSON, P. (2004). Increases in Calls to the CDC National STD and AIDS Hotline Following Aids-Related Episodes in a Soap Opera, Journal of Communications, 54(2), 287-301.
KINCAID, D., RIMON, J., PIOTROW, P. & COLEMAN, P. (1992). The enter-educate approach: Using entertainment to change health behavior. Paper presented at the annual meeting of the Population Association of America, Denver, CO.
KINCAID, D.L., YUN, S.H., PIOTROW, P.T. & YASER, Y. (1993). Turkey ?s, mass media family plannig campaign. In T.E. Backer & E.M. Rogers (Eds.), Organizational aspects of health communication campaigns: ¿What works? (pp.68-92). Newburry Park, CA: Sage.
KUNKEL, D., COPE, K.M., FARINOLA, W.M., BIELY , E. & ROLLIN, E. (1999). Sex on TV (2): A bienal report to the Kaiser Family Foundation.. Menlo Park, CA: Henry J. Kaiser Family Foundation.
KUNKEL D, COPE-FARRAR, K., BIELA, E., FARINOSA, W.J.M. & DONNERSTEIN, E. (2001). Sex on TV (2): A bienal report to the Kaiser Family Foundation.
KUNKEL, D., EYAL, K., FINNERTY, K., BIELY , E. & DONNERSTEIN, E. (2005). Sex on TV. A Kaiser: Family Foundation Report. Menlo Park, CA: Kaiser Family Foundation.
LARSON, M.S. (1991). Health-related messages embedded in primetime television entertainment. Health Communication, 3, 175-184.
LAZARSFELD, P., BERLESON, B. & GAUDET, H. (1968). The Peoples’ Choice: How the voter makes up his mind in a presidential campaign. New York: Columbia University Press.
LETTENMAIER, C., KRENN, S., MORGAN, W., KOLS, A. & PIOTROW, P.T. (1993). Africa: Using radio soap operas to promote family planning. Hygiene, 12, 5-10.
MCDAVITT, J.A., ZIMICKI, S. & HORNIK, R.C. (1997). Explaining the impact of a communication campaign to change vaccination knowledge and coverage in the Philippines. Health Communication, 9 (2), 95-118.
MURPHY, S.T. & CODY, M.J. (2003). Summary Report: Developing a Research Agenda for Entertainment Education and Multicultural Audiences. Retrieved January 8, 2004, from http://www.comminit.com/strategicthinking/eval2005/evaluations-111.html
PIOTROW, P.T. (1994). Entertainment-education: An idea whose time has come. Population Today, 4-5.
PIOTROW, P.T. & FOSSARD, E. (2004). Entertainment-Education as a Public Health Intervention. In A. Singhal, M. Cody, E. Rogers, & M. Sabido (Eds.), Entertainment-Education and Social Change: History, Research and Practice. London: Lawrence Erlbaum Associates, Publishers.
PIOTROW, P., KINCAID, D.L., RIMON, J.G. & RINEHART, W. (1997). Health Communication: Lessons from family planning and reproductive health. Westport: Praeger.
RIMON, J.G., II. (1990). Sing and the world sings with you. Development Communication Report, 71, 7-8.
RODRÍGUEZ, C. (2005). From the sandinista revolution to telenovelas: the case of Puntos de Encuentro. In O. Hemer & T. Tufte (Eds.), Media & Glocal Change. Buenos Aires. Clacson.
ROGERS, E.M., VAUGHAN, P.W., SWALEHE, R.M.A., RAO, N., SVENKERUD, P. & SOOD, S. (1999). Effects of an Entertainment-Education radio soap opera on family planning behavior in Tanzania. Studies in Family Planning, 30 (3), 193-211.
ROTHBLUM, E.D. (1999) Contradictions and Confounds in Coverage of Obesity: Psychology Journals, Textbooks, and the Media. Journal of Social Issues,55 ( 2), 355–369.
SALMON, C. (2001). Setting a research agenda: Entertainment-education conference. Centers for disease control and prevention, Office of Communication. Retrieved March 9, 2005, from www.cdc.gov/communication/eersrch.htm
SEVERIN, W. & TANKARD, J. (2002). Communication theories: Origins, methods and use in the mass media. New York: Longman.
SHERRY, J. (1997). Prosocial soap operas for development: A review of research and theory. Journal of International Communication, 4 (2), 75-101.
SIGNORELLI, N. (1990). Television’s mean and dangerous world: A continuation of the cultural indicators perspective. In N. Signorielli and M. Morgan (Eds.), Cultivation analysis: New directions in a media effects research, 85-106. Newburry Park, CA: Sage.
SIGNORELLI, N. (1993). Television and adolescents’ perceptions about work. Youth & Society, 24 (3), 314-341.
SINGHAL, A., CODY, M.J., ROGERS, E.M. & SABIDO, M. (2004). Entertainment- Education and Social Change: History, Research and Practice. Mahwah NJ: Lawrence Erlbaum Associates.
SINGHAL, A. & ROGERS, E.M. (1999). Entertainment-Education: A communication strategy for social change. Mahwah, NJ: Lawrence Earlbaum Associates.
SINGHAL, A. & ROGERS, E.M. (2002). A theoretical agenda for entertainment education. Communication theory, 12, 117-135.
SLATER, M.D. & ROUNER, D. (2002). Entertainment-education and elaboration likelihood: Understanding the processing of narrative persuasion. Communication Theory, 12, 173-191.
STOREY, D., BOULAY, M., KARKI, Y., HECKERT, K. & KARMACHARYA, D.M. (1999). Impact of the integrated radio communication project in Nepal, 1994-1997. Journal of Health Communication, 4, 271-294.
STRASBURGER, V.C. & DONNERSTEIN, E. (1999). Children, adolescent, and the media: Issues and solution. Pediatric, 103, 129-139.
TUROW, J. & COE, L. (1985). Curing television ills: The portrayal of health care. Journal of Health Communication, 35 (4), 36-51.
VALENTE, T.W., KIM, Y.M., LETTENMAIER, C., GLASS, W. & DIBBA, Y. (1994). Radio promotion of family planning in the Gambia. International Family Planning Perspectives, 20 (3), 96-100.
VARGAS, L.C. & DEPYSSLER, B.J. (1999). U.S. Latino Newspapers as Health Communication Resources: A Content Analysis.Howard Journal of Communications,10 (3) 189-205.
VAUGHAN, P.W. & ROGERS, E.M. (2000). A staged model of communication effects: Evidence from an entertainment-education radio soap opera in Tanzania. Journal of Health Communication, 5, 203-227.
WAHL, O.F. (1995). Media Madnes: Public images of mental illness. New Brunswick, NJ: Rutgers University Press.
WALLACK, L. (1990). Mass media and health promotion: Promise, problem, and challenge, Communication and Public Health: Complexities and conflicts. Newbury Park, CA: Sage. In L. Wallack & C. Atkin (Eds.), Communication and Public Health: Complexities and conflicts. Newbury Park, CA: Sage.
WAISBORD, S. (2001). Family tree of theories, methodologies and strategies in development communication: Convergences and differences.
WARD, M. (1995). Talking about sex: common themes about sexuality in the prime-time television programs children and adolescent view most. Journal of Youth and Adolescent, 24, 595-615.
WEST, J. & TURNER, L. (2005). Teoría de la comunicación: Análisis y aplicación. Madrid: McGraw-Hill.
YANKELOVICH PARTNERS. (1993). How should we teach our children about sex? Time, 60-66.
YASER, Y. (2004). The Turkish family health and plannig foundation’s entertainment-education campaign. In A. Singhal, M. Cody, E. Rogers, M Sabido (Eds.), Entertainment-Education and Social Change: History, research and practice. London: Lawrence Erlbaum Associates,.
ZIMICKI, S., HORNIK, R.C., VERZOSA, C.C., HERNANDEZ, J.R., de Guzman, E., Dayrit, M., Fausto. A., & Lee, B. (1994). Improving vaccination coverage in urban areas through a health communication campaign: The 1990 Philippines experience. Bulletin of World Health Organization, 72(2), 409-422.
Published
How to Cite
Issue
Section
License
Research & Development provides free access to its content to those who register on the website under the principle that making research freely available to the public supports greater global knowledge sharing.
It runs under a Creative Commons CC BY-NC 4.0 License.
Neither the submission nor the processing of the articles implies costs for the authors or the institutions of which they are part.
