Entertainment-Education and Social Change: History, Research, and Practice

by Singhal; Arvind

• ISBN13: 9780805845525
• ISBN10: 0805845526
• Format: Hardcover
• Copyright: 2003-11-01
• Publisher: Routledge

Summary

Entertainment-Education and Social Changeintroduces readers to entertainment-education (E-E) literature from multiple perspectives. This distinctive collection covers the history of entertainment-education, its applications in the United States and throughout the world, the multiple communication theories that bear on E-E, and a range of research methods for studying the effects of E-E interventions. The editors include commentary and insights from prominent E-E theoreticians, practitioners, activists, and researchers, representing a wide range of nationalities and theoretical orientations. Examples of effective E-E designs and applications, as well as an agenda for future E-E initiatives and campaigns, make this work a useful volume for scholars, educators, and practitioners in entertainment media studies, behavior change communications, public health, psychology, social work, and other arenas concerned with strategies for social change. It will be an invaluable resource book for members of governmental and non-profit agencies, public health and development professionals, and social activists.

Table of Contents

Preface	xv
List of Tables, Figures, and Photos	xix
I HISTORY AND THEORY
The Status of Entertainment-Education Worldwide	3	(18)
Arvind Singhal
Everett M. Rogers
What is E-E and What Can It Do?	5	(1)
Growing Institutional Interest in E-E Practice and Research	6	(2)
The Rise of Multiple Forms of E-E	8	(4)
Increasing Theoretical Vigor and Sophistication	12	(1)
Understanding Resistances to E-E	13	(1)
From Individual to Multilevel Explanations of Behavior Change	14	(1)
Methodological Pluralism	15	(2)
Conclusions	17	(1)
References	18	(3)
A History of Entertainment-Education, 1958--2000	21	(18)
David O. Poindexter
Editors' Introduction	21	(1)
Getting to Know U.S. National Television	22	(1)
The Population Communication Center	23	(3)
International Population Communication: 1973--1981	26	(2)
Dialogo in Costa Rica	26	(1)
Mexico and Miguel Sabido	26	(2)
Continuing Sabido's Work	28	(1)
Taking the Sabido Methodology to the World	28	(3)
India: First Transfer of the Sabido Methodology	29	(2)
Opening in Brazil	31	(1)
Founding Population Communications International	31	(4)
India	32	(1)
The Philippines	32	(1)
China	32	(1)
Tanzania: The First Full-Fledged Model	32	(2)
St. Lucia	34	(1)
India and Pakistan	34	(1)
Later Projects	35	(1)
Lessons Learned	35	(1)
References	36	(3)
Entertainment-Education as a Public Health Intervention	39	(22)
Phyllis Tilson Piotrow
Esta de Fossard
Uses of Entertainment-Education	41	(2)
Challenges of Entertainment-Education	43	(3)
The Importance of Social Norms	46	(2)
Addressing Poverty	48	(2)
Linking Health With Social Issues	50	(1)
Advantages of Serial Dramas	51	(4)
How to Link Health with Social Issues	52	(3)
Conclusions and Lessons Learned	55	(1)
References	56	(5)
The Origins of Entertainment-Education	61	(14)
Miguel Sabido
Editors' Introduction	61	(1)
Beginnings	62	(2)
MacLean's Theory of the Triune Brain	64	(1)
Nodes	65	(2)
Reptilian Nodes	65	(1)
Limbic Nodes	66	(1)
Intellectual Nodes	66	(1)
Flow	67	(1)
What is Tone?	67	(1)
Integration With Other Theories	68	(1)
Bandura's Social Learning Theory	68	(1)
Bentley's Dramatic Theory	68	(1)
Jung's Theory of Archetypes	69	(1)
Applying Entertainment-Education Theory to Television Soap Operas	69	(2)
The Role of Communication Research	71	(1)
Lessons Learned	71	(2)
Conclusions	73	(1)
References	74	(1)
Social Cognitive Theory for Personal and Social Change by Enabling Media	75	(22)
Albert Bandura
Editors' Introduction	75	(1)
Dual Path of Influence	76	(1)
Social Cognitive Theoretical Model	77	(5)
Social Modeling	78	(1)
Perceived Self-Efficacy	78	(3)
Collective Efficacy	81	(1)
Goals and Aspirations	81	(1)
Outcome Expectations	81	(1)
Perceived Facilitators and Impediments	82	(1)
Translational and Implementational Model	82	(3)
Differential Modeling	82	(2)
Vicarious Motivators	84	(1)
Attentional Involvement	84	(1)
Symbolic Coding Aids	84	(1)
Environmental Support	84	(1)
Social Diffusion Model	85	(2)
Cultural and Value Analyses	87	(1)
Global Applications of the Sociocognitive Model	87	(7)
Promoting National Literacy	88	(2)
Environmental Sustainability by Stemming Population Growth	90	(1)
Generalization Through Functional Adaptations	91	(2)
Control on Other Independent Variables	93	(1)
Sustainability by Modification of Consummatory Lifestyles	94	(1)
References	95	(2)
Celebrity Identification in Entertainment-Education	97	(20)
William J. Brown
Benson P. Fraser
The Role of Celebrities in Today's Society	98	(3)
Celebrity Endorsements	99	(1)
Celebrity Causes	100	(1)
Identification as a Social Change Process	101	(3)
Theoretical Framework for Celebrity Identification	104	(4)
Dimensions of Celebrity Identification	105	(1)
Antecedents and Consequences of Identification	106	(2)
Featuring Celebrities in Entertainment-Education	108	(2)
Implications and Conclusions	110	(1)
References	111	(6)
The Theory Behind Entertainment-Education	117	(36)
Suruchi Sood
Tiffany Menard
Kim Witte
The Present Research	118	(1)
Theoretical Characteristics of Entertainment-Education Programs	119	(4)
Entertainment-Education Theories	123	(10)
Steps/Stages Models	123	(3)
Psychological Models	126	(2)
Drama Theories	128	(1)
Audience-Centered Theories	129	(1)
Contextual Theories	130	(1)
Hybrid Models	131	(2)
Methodological Characteristics of Entertainment-Education Programs	133	(10)
Formative Research	133	(1)
Measuring Exposure	133	(10)
Characters	143	(1)
Future Directions for Entertainment-Education Theoretical Research	143	(2)
References	145	(8)
II RESEARCH AND IMPLEMENTATION
No Short Cuts in Entertainment-Education: Designing Soul City Step-by-Step	153	(24)
Shereen Usdin
Arvind Singhal
Thuli Shongwe
Sue Goldstein
Agnes Shabalala
Editors' Introduction	153	(3)
The Formative Research Process for Soul City IV	156	(4)
Translating Formative Research Findings	157	(1)
Scriptwriting	158	(2)
The Domestic Violence Storyline	160	(4)
Decisions About the Characters	164	(3)
Decisions About Situations	167	(2)
Advocacy and Social Mobilization	169	(1)
Impacts of Soul City IV	170	(3)
Conclusions	173	(2)
References	175	(2)
Organizing a Comprehensive National Plan for Entertainment-Education in Ethiopia	177	(14)
William N. Ryerson
Negussie Teffera
Editors' Introduction	177	(1)
The Whole Society Strategy	178	(1)
Ethiopia	179	(1)
Getting Started	180	(1)
Implementing the Entertainment-Education Strategy	181	(1)
Planning Workshops	182	(1)
Formative Research	183	(1)
Training Workshops	184	(1)
Production of the Entertainment-Education Radio Dramas	185	(1)
Objectives	185	(3)
Stage Dramas	185	(1)
Video Production	186	(1)
Poems and Short Stories	186	(1)
Capacity Building Through Training	186	(1)
Launching the Serial Dramas	187	(1)
Working With Save the Children USA	187	(1)
Working With UNDP	187	(1)
Working With IPAS Ethiopia	188	(1)
Working With the World Bank	188	(1)
Monitoring and Evaluation	188	(1)
Isolating the Effects From Other Activities	188	(1)
Data on Client Numbers	189	(1)
Lessons Learned	189	(1)
References	189	(2)
Evolution of an E-E Research Agenda	191	(16)
Bradley S. Greenberg
Charles T. Salmon
Dhaval Patel
Vicki Beck
Galen Cole
The Parameters of E-E	192	(3)
Toward a Research Agenda	195	(3)
A Continuing Research Agenda for E-E	198	(3)
The 2000 CDC Conference on Entertainment-Education	201	(2)
Conclusions	203	(1)
References	204	(3)
Working With Daytime and Prime-Time Television Shows in the United States to Promote Health	207	(18)
Vicki Beck
Informing and Motivating Viewers About Health	208	(4)
Tony's HIV	209	(1)
Breast Cancer on The Young and the Restless	210	(2)
Health Effects of Primetime Television	212	(1)
An Entertainment-Education Program for Public Health	212	(2)
The CDC Entertainment-Education Program	214	(1)
The Healthstyles Survey	215	(1)
Entertainment Industry Resources	216	(2)
Collaborations and Their Results	218	(1)
Recognition of Exemplary Health Storylines	219	(2)
Conclusions	221	(1)
References	222	(3)
Entertainment-Education Television Drama in the Netherlands	225	(18)
Martine Bouman
Rise of the E-E Strategy in the Netherlands	227	(3)
Beyond Entertainment	230	(1)
E-E Partnership Arrangements	230	(2)
Steering Power	232	(1)
Is It Entertainment-Education?	233	(1)
Theoretical Design	234	(2)
The Creative Design Process	236	(2)
Implementation	238	(2)
Lessons Learned	240	(1)
References	241	(2)
Entertainment-Education Programs of the BBC and BBC World Service Trust	243	(18)
Michael J. Cody
Sangeeta Fernandes
Holley Wilkin
The British Broadcasting Corporation	244	(1)
The Threat of Commercial Television	245	(1)
The BBC Soap Operas and Other Programs	246	(7)
The EastEnders	247	(3)
Using Web sites	250	(1)
Using Multiple Media	251	(2)
The BBC World Service Trust	253	(5)
Combating Leprosy	254	(2)
Other E-E Interventions	256	(2)
Conclusions	258	(1)
Author's Note	259	(1)
References	259	(2)
Social Merchandizing in Brazilian Telenovelas	261	(20)
Antonio C. La Pastina
Dhaval S. Patel
Marcio Schiavo
Social Merchandizing	262	(1)
The Brazilian Telenovela	263	(1)
Television Globo Network	264	(2)
The Current State of Social Merchandizing	266	(1)
Social Merchandizing Prosocial Themes	267	(2)
Malhacao	269	(1)
Lacos de Familia	270	(1)
TV Globo's Broadcasting Time Slot Structure	271	(2)
Lessons Learned	273	(4)
Production Process	273	(1)
Multiple Approach	274	(1)
Organic Nature	274	(1)
Intentionality	275	(1)
Evaluation	276	(1)
Recommendations	276	(1)
References	277	(4)
Delivering Entertainment-Education Health Messages Through the Internet to Hard-to-Reach U.S. Audiences in the Southwest	281	(20)
Everett M. Rogers
Potential of the Internet for E-E	283	(1)
Effects of the Entertainment-Education Strategy	284	(2)
Diffusion of the Internet and the Digital Divide	286	(1)
Appropriate Web Content for New Internet Users	287	(1)
Health Information Needs of Internet Users	288	(1)
Breast Cancer and Mammography Screening	289	(1)
Reaching Hispanic People in the Southwest With Internet Health Messages	290	(2)
Investigation Internet-Delivered E-E for Breast Cancer Screening	292	(1)
Conclusions	293	(1)
References	294	(7)
III ENTERTAINMENT-EDUCATION INTERVENTIONS AND THEIR OUTCOMES
Entertainment-Education in the Middle East: Lessons From the Egyptian Oral Rehydration Therapy Campaign	301	(20)
Rasha A. Abdulla
An Overview of Entertainment-Education in Egypt	302	(3)
E-E Television in Egypt	303	(1)
E-E Television Spots	304	(1)
The Egyption ORT Campaign	305	(10)
What Is ORT?	306	(1)
The ORT Campaign E-E Strategy	306	(9)
The ORT Campaign and Communication Theory	315	(2)
Social Marketing	315	(1)
Diffusion of Innovations	315	(2)
Social Learning Theory	317	(1)
Lessons Learned	317	(2)
References	319	(2)
The Turkish Family Health and Planning Foundation's Entertainment-Education Campaign	321	(10)
Yasar Yaser
Campaign Objectives	322	(1)
Campaign Strategy	323	(1)
Media Reach and Media Mix	324	(1)
Campaign Effects	325	(3)
Social Marketing	328	(1)
Conclusions	329	(1)
Reference	329	(2)
Cartoons and Comic Books for Changing Social Norms: Meena, the South Asian Girl	331	(20)
Neill McKee
Mira Aghi
Rachel Carnegie
Nuzhat Shahzadi
The Birth of Meena	332	(2)
Background and Rationale	334	(2)
Cartoons and Comic Books for Social Change	336	(1)
Creative Development and Formative Research Process	337	(3)
Using Meena to Foster Social Change	340	(5)
Evaluation of Meena	345	(2)
Lessons Learned	347	(1)
References	348	(3)
Air Cover and Ground Mobilization: Integrating Entertainment-Education Broadcasts With Community Listening and Service Delivery in India	351	(26)
Arvind Singhal
Devendra Sharma
Michael J. Papa
Kim Witte
Historical Background: From Tinka to Taru	355	(2)
The Taru Project	357	(5)
Orchestrating Audiences Through Folk Performances	358	(4)
Researching Taru	362	(3)
Taru's Listenership	362	(1)
Community Case-Study and Field Observations	363	(2)
Impact of Taru	365	(8)
Parasocial Interaction With Taru	366	(3)
Social Learning Through Peer Conversations	369	(1)
Collective Efficacy Stimulated by Taru	370	(2)
Nonlinearity of Social Change: Power, Resistance, and Paradoxical Behaviors	372	(1)
Conclusions	373	(1)
References	374	(3)
Entertainment-Education Through Participatory Theater: Freirean Strategies for Empowering the Oppressed	377	(22)
Arvind Singhal
Participatory Communication	379	(2)
Paulo Freire's Dialogic Pedagogy	381	(2)
Freire in Practice: Augusto Boal's Theater of the Oppressed	383	(2)
Participatory Theatrical Techniques	385	(5)
Image Theater	385	(1)
Forum Theater	386	(2)
Invisible Theater	388	(1)
Legislative Theater	389	(1)
Participatory Theater: Serving the Oppressed	390	(6)
Drama AIDS Education in South Africa	390	(3)
Theater for Empowerment in India	393	(2)
A Pedagogy of Prevention in Brazil	395	(1)
Participatory Mass Media E-E in Brazil	396	(1)
Conclusions	396	(1)
References	397	(2)
Soap Operas and Sense-Making: Mediations and Audience Ethnography	399	(18)
Thomas Tufte
E-E and Communication for Social Change	400	(3)
Participation and Community Involvement	403	(1)
E-E and HIV/AIDS	404	(1)
Bridging Paradigms?	404	(1)
From Media to Mediations	405	(2)
Anglo-Saxon Tradition of Cultural Studies	407	(1)
Telenoveals: Touching Everyday Experience	408	(5)
Research Findings	410	(3)
Conclusions	413	(1)
References	413	(4)
Entertainment-Education and Participation: Applying Habermas to a Population Program in Nepal	417	(18)
J. Douglas Storey
Thomas L. Jacobson
Communicative Action and Participation	419	(3)
Habermas' Theory and Participatory Communication	422	(2)
Nepal's Population Program	424	(1)
Communicative Action and Nepal's Population Program	425	(5)
Interpersonal Communication/Counseling	425	(2)
Mass Media	427	(2)
Networks for Behavior Change	429	(1)
Research on Program Impacts	430	(1)
Conclusions	431	(1)
References	432	(3)
Epilogue	435	(4)
About The Authors	439	(7)
Author Index	446	(8)
Subject Index	454