Entertainment Education

Question 1

Entertainment-Education

Answer 1

Intentionally incorporating pro-social health messages into popular entertainment
- Audience members weren’t searching for or expecting health info, but incidentally learned something from entertainment media

Question 2

Entertainment-education and social change

Answer 2

Brings about social change by:
- Influencing audience awareness, attitudes, and behaviors of a health issue
- Influencing audience’s awareness of social and environmental forces that that contribute to a health problem
ex. stigma, lack of resources, unfair policies, discrimination

Question 3

Key characteristics

Answer 3

• Show behavior (rather than describing)
• Encourage feelings of self-efficacy
• Address norms/beliefs rooted in society
• Attract large audiences
• Attract hard-to-reach audiences (those who don’t seek health info/not reached with trad. intervs.)

Question 4

How entertainment-education works

Answer 4

• Uses familiar, well-liked characters from media that are popular with target audience: audience knows and trusts them.
• High-quality storytelling: make a health storyline believable and not preachy.
• Content culturally appropriate and culturally tailored: tailor content to local communities.
• Content supplemented with web materials and social media
• Narrative involvement: viewer is absorbed into the narrative and doesn’t realize they’re actually learning
• Emotion: story evokes emotions that impact how the audience process info and motivation to act. People tend to remember things w an emotional component.

Question 5

Entertainment-education and character involvement

Answer 5

Types of involvement:
- Identification: I am like this character
- Wishful identification: This character is the type of person I’d like to be
- Parasocial interaction: Connection with the character, I know this character like a friend
- Liking: Audience is more likely to learn from a character they like

Question 6

Why does entertainment-education work?

Answer 6

• Audience is less likely to negatively react
  ex. reactance happens when a person feels like someone or something is taking away their choices and taking away their freedom
• Audience is less likely to counter-argue
• Audience is less likely to engage in selective avoidance

Question 7

Entertainment-education + Theory of Planned Behavior

Answer 7

Beliefs
- generate positive attitudes toward a health behavior
Social norms
- show a variety of people engaging in a health behavior + that it’s accepted
Perceived behavioral control
- show that the health behavior is easy to accomplish

Question 8

Entertainment-education and Social Cognitive Theory

Answer 8

People learn by observing others
- observational theory
- identification (involvement)
- reinforcements