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Entertainment-education : a communication strategy for social change / Arvind Singhal, Everett M. Rogers.
LIBRA PN1992.8.S4 S49 1999
Available from offsite location
- Format:
- Book
- Author/Creator:
- Singhal, Arvind, 1962-
- Series:
- LEA's communication series
- Language:
- English
- Subjects (All):
- Television soap operas--Social aspects--Developing countries.
- Television soap operas.
- Radio soap operas--Social aspects--Developing countries.
- Radio soap operas.
- Television soap operas--Social aspects.
- Television in education.
- Developing countries.
- Television in education--Developing countries.
- Physical Description:
- xiv, 265 pages : illustrations ; 24 cm.
- Place of Publication:
- Mahwah, N.J. : L. Erlbaum Associates, 1999.
- Summary:
- Entertainment-education--the process of designing and implementing media messages to both entertain and educate, for the purposes of increasing an audience's knowledge about an educational issue, creating favorable attitudes, and changing overt behavior--utilizes the universal appeal of entertainment to persuade individuals to adopt behaviors that will lead to safer and healthier lives. Combining entertainment with education has existed for thousands of years, but the conscious use of the entertainment-education approach in mass communication is a relatively recent phenomenon.
- In this distinctive volume, authors Arvind Singhal and Everett M. Rogers chronicle the origins of entertainment-education in current times, documenting applications of the strategy around the globe. They present the major figures, events, and turning points in the evolution of the entertainment-education strategy; document the theories and concepts explaining the effectiveness of implementing this strategy; provide research methodologies for studying the effects of such programs; and summarize the lessons learned in utilizing the entertainment-education strategy to bring about social change. In presenting a balanced perspective of this approach, Singhal and Rogers also identify its limitations, and they consider ethical and other problems that may accompany efforts to bring about social change.
- As a resource for scholars, researchers, and students in disciplines ranging from mass communication, persuasion, and development communication to public health, education, and public policy, this volume offers a comprehensive discussion of the entertainment-education strategy and establishes a foundation on which to base further study and application.
- Contents:
- Chapter 1 Entertainment-Education 1
- The Tailor and the Postmaster 6
- Entertainment's Unrealized Educational Potential 7
- The Entertainment-Education Strategy 8
- The Rise of Entertainment-Education 13
- Chapter 2 Simplemente Maria 24
- The Maid Weds the Maestro! 24
- Retracing Simplemente Maria 28
- The Simplemente Maria Story 29
- Why Was Simplemente Maria So Popular? 32
- The Effects of Simplemente Maria 40
- Ethical Problems Generated by Simplemente Maria 44
- Chapter 3 Miguel Sabido and the Entertainment-Education Strategy 47
- Miguel Sabido 49
- Sabido's Entertainment-Education Strategy 53
- Conventional Versus Entertainment-Education Soap Operas 59
- Theoretic Bases of Sabido's Soap Operas 62
- Producing Entertainment-Education Soap Operas 70
- Chapter 4 The Hum Log Story in India 73
- What Was Hum Log? 75
- Data Collection 77
- Educational Themes in Hum Log 79
- Audience Popularity 82
- Viewer Letters 88
- Modeling in Hum Log 91
- Impacts of Hum Log on Viewers 96
- Impacts of Hum Log on the Indian Television System 100
- Why Did Hum Log End? 102
- Chapter 5 The Entertainment-Education Strategy in Music 105
- Music, a Pervasive Medium 108
- Entertainment-Education Music 110
- Chapter 6 The Entertainment-Education Strategy in Radio 120
- The Promise of Radio 121
- The Archers 122
- The Jamaican Radio Soap Operas of Elaine Perkins 125
- Costa Rica's Dialogo 128
- Kenya's Usbikwapo Shikimana 129
- Tanzania's Twende Na Wakati 131
- Tinka Tinka Sukh in India 134
- Chapter 7 The Effects of Entertainment-Education 143
- What Effects Have Been Found? 144
- A History of Entertainment-Education Effects Research 148
- Effects of Twende Na Wakati 152
- How Do Entertainment-Education Effects Occur? 171
- Chapter 8 Studying Entertainment-Education Effects 180
- Evolution of Research Methodologies 180
- Costs of Studying Effects 196
- Putting Research Findings into Practice 201
- Problems in Studying Entertainment-Education Effects 202
- Chapter 9 Lessons Learned About Entertainment-Education 205
- Factors Determining the Effectiveness of Entertainment-Education 205
- Resolving Ethical Dilemmas 217
- Looking Forward 221.
- Notes:
- Includes bibliographical references (pages 231-248) and indexes.
- ISBN:
- 0805832351
- OCLC:
- 40738946
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