MTIII

Question 1

Note the opening point about student misperception (Ch 12)

Answer 1

a. Most college students believe that peers are drinking much more alcohol on average than is actually the case

Question 2

What was the original speculation about social norms marketing (SNM)?

Answer 2

a. A communication campaign that provides accurate information about student alcohol use would reduce misconceptions of campus drinking norms, diminish normative pressure to drink, and thereby reduce student alcohol consumption. This type of campaign = SNM. These campaigns should result in less drinking behavior after the true norm is publicized widely, providing that the true norm is believable and does not fall into their latitude of rejection.

Question 3

What were the findings of the Social Norms Marketing Research Project?

Answer 3

a. SNM campaigns made a difference at institutions located in communities with low outlet density but failed to have an effect in communities with high density (an outlet is an on-premise alcohol outlet – bar, restaurant – within 3 miles of campus)
b. The small budget for the 2 studies’ SNM campaigns and limited message dissemination that resulted suggest a more basic explanation for their restricted impact: they failed to achieve the high volume of message repetition that is necessary to attain large audience exposure and promote learning, both crucial determinants of a health campaign’s effectiveness.

Question 4

What did the case study at University of Virginia show?

Answer 4

a. That a large, well-funded, and highly visible social norms campaign can counteract an entrenched drinking culture and reduce alcohol-related problems.

Question 5

The Michigan State study:

a. –How did student perceptions change during the SNM intervention?

Answer 5

i. Students misperceptions changed from thinking average drinks consumed was 6.1 (2000) to 5.3 (2010); where the actual consumption rate was 5.4 drinks (2000) t0 4.2 (2010). – New norms still had misconception

Question 6

Michigan State Study - What was the scope of the campaign?

Answer 6

i. (Not sure if I am right…) Strategies at MSU and other SNM campaigns is to ratchet down levels of alcohol consumption and the attendant misperceptions by providing updated normative information at the beginning of each new campaign cycle

Question 7

Michigan State Study - What were the milestones of the campaign?

Answer 7

i. In 2005, for the 1st time, majority of MSU students (57%) reported that they drank 0 to 4 drinks (rather than 0 to 5) the last time they partied
ii. The campaign was chosen as a Model Program by the U.S Department of Education (2007) – gained grant funds to improve campaign – like website.
iii. The “Duck Campaign” was born – duck=student ID with it, highly liked and trustworthy

Question 8

Note the lessons learned from recent research (Chapter 12 -SNM)

Answer 8

a. Especially important for the campaign to have a high level of activity with frequent message repetition. Should be variety of supportive messages and media executions to keep campaigns fresh and avoid many message fatigue
b. Not all students are exposed to the same communication channels. As a result, reaching the broadest cross-section of students requires using multiple venues. Special consideration must be given to commuter students – less involved in campus activities.
c. Students grow up with the idea that college students drink heavily, therefore, expect it and build trust in campaign and data
d. Students will not be moved to change their behavior if they do not identify with the student body as a whole

Question 9

Conclusion: What are college administrators now experimenting with?

Answer 9

a. With SNM campaigns directed at other student health issues, including sexual violence, tobacco, and other drugs, nutrition, and physical exercise.

Question 10

What happened with “slow food” in 2008 in San Francisco, according to Schlosser?

Answer 10

a. Became a genuine social movement. Had an exhibition space at Fort Mason to showcase the future of sustainable agriculture.

Question 11

Who was missing from the event described above, and why are they important? – The “slow food” in 2008 in SF

Answer 11

a. “A group of people who will ultimately determine whether this movement gains importance beyond the Bay Area: the workers, process and serve the food we eat.

Question 12

What is the Slow Food trinity?

Answer 12

a. “According to the Slow Food trinity, food must be “good, clean, and fair.”

Question 13

You should be familiar with the arguments of Holden, Shiva, and Pollan in this article . . . though you need not be able to match the names with the specific viewpoints.

Answer 13

a. Holden – warned that the coming shortage of fossil fuels would consign industrial agriculture to the dustbin of history.
i. Ten calories of fossil fuel energy are now required to produce each calorie of food.
b. Shiva – argued that free trade was actually “forced trade,” imposing the needs of multinational agribusiness upon Third World economies.
c. Pollan – explained how the latest US farm bill is really a “food bill,” providing subsidies to the manufacture of unhealthy, processed foods while maintaining high prices for health foods such as fruits and vegetables.

Question 14

What is missing from the Slow Food Movement?

Answer 14

a. Not sure….but if I had to guess, probably the same answer as 2 – “A group of people who will ultimately determine whether this movement gains importance beyond the Bay Area: the workers, process and serve the food we eat.
i. “Jayaraman spoke about workers who could never hope to afford the meals they prepare and serve, who toil long hours of low wages, who rarely get sick pay or vacations.

Question 15

Who is Wes Jackson?

Answer 15

a. Wes Jackson and his colleagues at “The Land Institute” are working on a 10,000 year-old problem - - agriculture.

Question 16

What is the problem on which the Land Institute is focused?

Answer 16

a. Agriculture

Question 17

What is the fundamental problem cited by Jackson (via Jensen)?

Answer 17

a. Fundamental problem is that no one has come up with a sustainable system for perpetuating agricultural productivity – production remains high while the health of the soil continues to decline dramatically

Question 18

What is NSA and how would it help our agricultural problem?

Answer 18

a. “Natural Systems Agriculture” investigates ways that monoculture annual grains (such as corn and wheat) can be replaced by polyculture (grown in combinations) perennial grains. NSA attempts to mimic nature instead of subduing it.
b. A Natural ecosystem such as a prairie recycles materials, sponsors its own fertility, runs on contemporary sunlight, and increases biodiversity.
i. The question NSA poses is whether agriculture can be designed to increase ecological wealth in such fashion rather than degrade it

Question 19

When did the modern environmental movement begin? What marked its beginnings?

Answer 19

a. The modern environmental movement really began in 1962 with Rachel Carson’s Silent Spring. Before that, environmentalism was mostly about wilderness advocacy, with some focus on soil erosion and water conservation.

Question 20

What does Jackson say about social movements and depth?

Answer 20

a. Social movements and depth need to focus on preaching to the choir to get more depth in the solution.

Question 21

Note the point about Jackson’s age and how much oil has been used?

Answer 21

Jackson is 67 this month, and in his lifetime people have burned 97.5% of all the oil that has ever been burned.

Question 22

What does Jackson say about the importance of high-density energy?

Answer 22

a. “I’m saying there simply is no alternative to the density of high-energy carbon coming out of an oil well.”
b. “That’s where the discussion needs to deepen.”

Question 23

What does he say about Democrats and Republicans?

Answer 23

a. Republicans are “fat cats who made out so well on the tax cuts and say, “OK boys, give us 10 percent.”
b. Democrats would be better in SOME ways, that fewer of our civil liberties would be violated. BUT the democrats are not trying to change our dependence on an extractive economy.
c. The democrats turn the dial a little to the right, and the Republicans turn it to the right, but they’re both on the wrong channel. I don’t see any fine-tuning that is going to make a difference

Question 24

What does Jackson say about mass intellectual engagement on these issues?

Answer 24

a. It is possible and necessary

Question 25

How does he compare the environmental movement to the anti-Vietnam war or civil rights movements?

Answer 25

a. “But I think that the environmental movement is, in many ways, more complicated than the anti-Vietnam war or civil rights movement. We have to deal with the aspect of human nature that wants stuff, wants comfort and security. For some time I think we were naïve and thought these problems could be solved easily.”

Question 26

In what kind of agricultural economics is Jackson interested?

Answer 26

a. “Why should we constantly be looking for technological solutions? I don’t think we have spent enough time looking at the rules of nature’s economy, which are systems that have featured material recycling and run on contemporary sunlight. That’s the kind of alternate economics I’m interested in.”

Question 27

What is a cocreational approach to PR?

Answer 27

a. It suggests that organizations work to create shared meaning with stakeholders, engage in dialogue, and counsel organizational leaders on how to make ethical, long-term decisions

Question 28

How are Corporate Social Responsibility (CSR) campaigns like health, political, and product ad campaigns?

Answer 28

a. CSR campaigns are similar in that organizations undertake certain socially desirable activities (an institutional perspective) and then communicate that perspective to the media and the world on the belied that the activity will build goodwill (promotional perspective).

Question 29

CSR is based on what idea?

Answer 29

a. That an organization’s behaviors should contribute to society

Question 30

The concept of CSR is grounded in what belief?

Answer 30

a. Organizations have an obligation to their employees, community, and consumers based on the concept of stakeholder obligations rather than stockholder obligations

Question 31

What is the social capital point as discussed at the bottom of p. 262 and the bottom of p. 263?

Answer 31

a. Communication campaigns for CSR create a form of “social capital” that can strengthen a society, and, in the end, improve the environment (logical, economic, community) in which corporations operate.
b. “Social capital” = generally viewed as the norms, cultural values, and trust intrinsic to groups, organizations, or communities. It isn’t much different from monetary capital in that it is a “certain kind of capital that can create advantages for individuals or groups pursuing their own ends.”

Question 32

Note the basics of the case studies involving Crate & Barrel, Western Union, and BP.

Answer 32

a. Crate & Barrel – partners with nonprofit to build customer loyalty (DonorsChoose)
b. Western Union – addresses criticisms through corporate social responsibility campaign engaging immigrant workers and employees
c. BP – learns how much (or how little) its past corporate social responsibility helps in a crisis

Question 33

Pollan makes a connection between the new administration and which earlier presidency?

Answer 33

a. Nixon Administration

Question 34

What does Pollan claim about:

Answer 34

a. -food costs?
i. The era of cheap and abundant food appears to be drawing to a close.
b. -national security?
i. The health of a nation’s food system is a critical issue of national security.

Question 35

What can we no longer count on in our food system?

Answer 35

a. We can no longer count on cheap energy

Question 36

What are Pollan’s health cost observations?

Answer 36

a. Spending on health care has risen from 5% of national income in 1960 to 16% today, putting a significant drag on the economy. 4 of the top 10 killers in America today are chronic diseases linked to diet: heart disease, stroke, type 2 diabetes and cancer.

Question 37

What is the energy change Pollan wants to see for the food system in the U.S.?

Answer 37

a. Less reliance on fossil fuel and more reliance on sunshine

Question 38

What does our food system do well?

Answer 38

a. Produce cheap calories in great abundance.

Question 39

What has caused the design of our food system?

Answer 39

a. Our reliance on fossil fuel to grow food, process food, and even in the American kitchen.

Question 40

What is the cheap energy/monoculture relationship? How did these changes affect prices and they type of food we produce?

Answer 40

a. Cheap energy enabled the creation of monocultures, and monocultures in turn vastly increased the productivity both of the American land and the American farmer; today the typical corn-belt farmer is single-handedly feeding 140 people.
b. Farmers used to rely on cropy diversity (and photosynthesis) both to replenish their soil and to combat pests, as well as to feed themselves and their neighbors.

Question 41

What are CAFOs, and what policies support its development?

Answer 41

a. Concentrated Animal Feeding operations – supported by three struts
i. First strut – the ability to buy grain for less than it costs to grow it.
ii. Second strut – F.D.A. approval for the routine use of antibiotics in feed, without which the animals in these places could not survive their crowded, filthy, and miserable existence.
iii. Third strut – the government does not require CAFOs to treat their waste as it would require human cities of comparable size to do. The F.D.A. should ban the routine use of antibiotics in livestock feed on public-health grounds

Question 42

What will happen to the number of farmers in America?

Answer 42

a. The number of farmers in America will increase because it will become labor intensive

Question 43

What is the terrorist threat to our food system, and what is the best way to protect it?

Answer 43

a. A single terrorist armed with a canister of toxins can, at a stroke, poison millions. Such a system is equally susceptible to accidental contamination: the bigger and more global the trade in food, the more vulnerable the system is to catastrophe. The best way to protect our food system against such threats is obvious: decentralize it.

Question 44

What is Pollan’s point about the second calorie-count label?

Answer 44

a. Indicating how many calories of fossil fuel went into its roduction. Oil is one of the most important ingredients in our food, and people ought to know just how much of it they’re eating.

Question 45

What does Pollan claim about the length and complexity of the modern food chain?

Answer 45

a. “The very length and complexity of the modern food chain breeds a culture of ignorance and indifference among eaters. Shortening the food chain is one way to create more conscious consumers, but deploying technology to pierce the veil is another.”

Question 46

What is Pollan’s meatless day claim?

Answer 46

a. “The White House observes one meatless day a week – a step that, if all Americans followed suit, would be the equivalent, in carbon saved, or taking 20 million midsize sedans off the road for a year.”

Question 47

What is Pollan’s meatless day claim?

Answer 47

a. “The White House observes one meatless day a week – a step that, if all Americans followed suit, would be the equivalent, in carbon saved, or taking 20 million midsize sedans off the road for a year.”

Question 48

What does the author note in the first sentence of the article? (Chapter 19 - Digital Games)

Answer 48

a. There are now thousands of digital games designed to motivate and support health behavior change

Question 49

Why can well-designed games be powerful environments for change?

Answer 49

a. They can be powerful environments for learning and behavior change because they are highly interactive and experimental

Question 50

What does the author claim about casual, low-budget games?

Answer 50

a. Would not likely be enough to change in significant ways a player’s attitudes, risk perceptions, knowledge, skills, self concepts, social relationships, perceived social norms, or any of the many other factors that are known to lead to health behavior change and improved health outcomes.

Question 51

There is a wide range of digital game formats. Review what they are on pp. 276-278.

Answer 51

a. Lots of different types of digital game formats: puzzle, eye-hand coordination, action and adventure, scenario-based, simulation, virtual world, mobile, active (=designed to get the player moving), context aware (use HR and BP), alternate reality, community, collaboration

Question 52

How popular is the Food Network?

Answer 52

a. The Food Network can now be seen in nearly 100 million American homes and on most nights commands more viewers than any of the cable news channels.

Question 53

What is the irony that leads Pollan to say “here’s what I don’t get.”

Answer 53

a. “How is it that we are so eager to watch other people browning beef cubes on screen but so much less eager to brown them ourselves?” has “paradoxically, coincided with the rise of fast food, home-meal replacements and the decline and fall of everyday home cooking.”

Question 54

How much time per day does the average American spend in food preparation?

Answer 54

a. 27 minutes a day on food preparation (another four minutes cleaning up); that’s less than half the time we spent cooking and cleaning up when Julia arrived on our television screens.

Question 55

What is a “dump-and-stir” show?

Answer 55

a. “There are still cooking programs that will teach you how to cook. Public television offers the eminently useful “America’s Test Kitchen.” The food network carries a whole slate of so-called dump-and-stir shows during the day, and the network’s research suggests that at least some viewers are following along.”
b. “These shows stress quick results, shortcuts and superconvenience but never the sort of pleasure – physical and mental – that Julia child took in the work of cooking”

Question 56

What has happened to the verb “to cook”?

Answer 56

a. “So the shows encourage home cooks to take all manner of shortcuts, each of which involves buying another product, and all of which taken together have succeeded in redefining what is commonly meant by the verb “to cook.”
i. Background Information – “Many of today’s cooking programs rely unapologetically on ingredients that themselves contain lots of ingredients: canned soups, jarred mayonnaise, frozen vegetables, powdered sauces, vanilla wafers, limeade concentrate, Marshmallow Fluff.”

Question 57

What is Food Network’s target audience?

Answer 57

a. “So she shifted the network’s target audience from people who love to cook to people who love to eat, a considerably large universe and one that – important for a cable network – happens to contain a great many more men.”

Question 58

What is the typical Food Network ad selling?

Answer 58

a. “The ads on the Food Network, at least in prime time, strongly suggest its viewers to do no such thing (leave the TV and cook): the food-related ads hardly ever hawk kitchen appliances or ingredients (unless you count A.1. steak sauce) but rather push the usual supermarket cart of edible foodlike substances, including Manwich sloppy joe in a can, Special K protein shakes and Ore-Ida frozen French fries, along with fast-casual eateries like Olive Garden and Red Lobster.”

Question 59

What kind of activity does Pollan describe cooking as? . . . review the segment later in the article where he talks about the anthropological aspects of cooking.

Answer 59

a. “Other anthropologists have begun to take quite literally the idea that cooking is the key to our humanity…he argues that it was the discovery of cooking by our early ancestors – not tool-making or language or meat-eating – that made us human.”
b. “By providing our primate forebears with a more energy-dense and easy-to-digest diet, cooked food altered the course of human evolution, allowing our brains to grow bigger.”

Question 60

Note the findings of the Cutler study.

Answer 60

a. “David Cutler found that the rise of food preparation outside the home could explain most of the increase in obesity in America. Mass production has driven down the cost of many foods, not only in terms of price but also in the amount of time required to obtain them.”

Question 61

What is the Blazer diet (at the article’s conclusion)?

Answer 61

a. “Easy. You want Americans to eat less? I have the diet for you. It’s short, and it’s simple. Here’s my diet plan: Cook it yourself. That’s it. Eat anything you want – just as long as you’re willing to cook it yourself.”

Question 62

What is Pollan’s point about food politics in the intro? - “Food Made Visible”

Answer 62

a. Food has been basically invisible politically until at least the early 1970s

Question 63

What is Pollan’s point about food expense and preparation time?

Answer 63

a. Americans spend a smaller percentage of their income on food than any people in history – slightly less than 10% - and a smaller amount of their time preparing it: a mere thirty one minutes a day on average, including clean-up.

Question 64

What was the role of food in the sweep of human history?

Answer 64

a. “considered in the long sweep of human history, in which getting food dominated not just daily life but economic and political life as well, having to worry about food as little as we do, or did, seems almost kind of a dream.”

Question 65

What has happened with the prices of the two types of food since the 1980s?

Answer 65

a. “Most importantly, the price of food came down, or at least the price of the kinds of foods that could be made from corn and soy: processed foods and sweetened beverages and feedlot meat. (Prices for fresh produce have increased since the 1980s.)”

Question 66

What effect have food scandals had since the late 80s?

Answer 66

a. “In the wake of these food safety scandals (mad-cow disease), the conversation about food politics that briefly flourished in the 1970s was picked up again in a series of books, articles, and movies about the consequences of industrial food production.

Question 67

What happened in the 1970s then again around 2001?

Answer 67

a. “Beginning in 2001 with publication of Eric Schlosser’s Fast Food Nation, a surprise best-seller, and, the following year, Marion Nestle’s Food Politics, the food journalism of the last decade has succeeded in making clear and telling connections between the methods of industrial food production, agricultural policy, food-borne illness, childhood obesity, the decline of the family meal as an institution, and, notably, the decline of family income beginning in the 1970s.”

Question 68

What does Pollan mean by upside-down “Fordism”?

Answer 68

a. “instead of paying workers well enough to allow them to buy things like cars, as Henry Ford proposed to do, companies like Wal-mart and McDonald’s pay their workers so poorly that they can afford only the cheap, low-quality food these companies sell, creating a kind of nonvirtuous circle driving down both wages and the quality of food.”

Question 69

What is the food movement?

Answer 69

a. “it is unified as yet by little more than the recognition that industrial food production is in need of reform because its social/environmental/public health/animal welfare/gastronomic costs are too high.”

Question 70

Read the second paragraph of this section. Again. Again. OK, read it one more time. - “Food Politics”

Answer 70

a. “Where many social movements tend to splinter as time goes on, breaking into various factions representing divergent concerns or tactics, the food movement starts out splintered.” – goes on to talk about multiple different movements that can all be clumped into the food movement such as: campaign against genetically modified crops; the rise of organic and locally produced food; etc.

Question 71

What is the author’s big tent point? You should know some examples. - “Food Politics”

Answer 71

a. “It’s a big, lumpy tent, and sometimes the various factions beneath it work at cross-purposes. For example, activists working to strengthen federal food safety regulations have recently run afoul of local food advocates, who fear that the burden of new regulation will cripple the current revival of small-farm agriculture.”
b. “criticize supports of “sustainable” agriculture – i.e., producing food in ways that do not harm the environment – for advocating reforms that threaten to raise the cost of food to the poor. Animal rights advocates occasionally pick fights with sustainable meat producers.”

Question 72

What is happening with the various voice in the “movement”? And what about the tensions?

Answer 72

a. “But there are indications that these various voices may be coming together in something that looks more and more like a coherent movement.”
b. “Yet a few underlying tensions remain: the “hunger lobby” has traditionally supported farm subsidies in exchange for the farm lobby’s support of nutrition programs, a marriage of convenience dating to the 1960s that vastly complicates reform of the farm bill – a top priority for the food movement.”

Question 73

What is sociologist Duster’s point?

Answer 73

a. Social movements are not as coherent and integrated as it seems from afar, nor is it as incoherent and fractured as it seems from up close.

Question 74

What is the food movement’s claim on public attention?

Answer 74

a. “But perhaps the food movement’s strongest claim on public attention today is the fact that the American diet is highly processed food laced with added fats and sugars is responsible for the epidemic of chronic diseases that threatens to bankrupt the health care system.”

Question 75

What does Pollan say about Michelle Obama? Note the opposition to her campaign and the possible impact of her work.

Answer 75

a. “Michelle Obama’s recent foray into food politics, beginning with the organic garden she planted on the White House lawn last spring, suggests that the administration has made these connections.”
b. “Mrs. Obama explicitly rejected the conventional argument that the food industry is merely giving people the sugary, fatty, and salty foods they want, contending that the industry “doesn’t just respond to people’s natural inclinations – it actually helps to shape them.”
c. “So far at least, Michelle Obama is the food movement’s most important ally in the administration, but there are signs of interest elsewhere.”

Question 76

What is the food/healthcare/political link, and how might it affect the movement?

Answer 76

a. “The political ground is shifting, and the passage of health care reform may accelerate that movement. The bill itself contains a few provisions long promoted by the food movement (like calorie labeling on fast food menus), but more important could be the new political tendencies it sets in motion. If health insurers can no longer keep with chronic diseases out of their patient pools, it stands to reason that the companies will develop a keener interest in preventing those diseases.”

Question 77

What is the food movement “also about”? - “Beyond the Barcode”

Answer 77

a. “The food movement is also about community, identity, pleasure, and, most notably, about carving out a new social and economic space removed from the influence of big corporations on the one side and government on the other.”

Question 78

Note Pollan’s observations about farmers’ markets.

Answer 78

a. “One can get a taste of this social space simply by hanging around a farmers’ market, an activity that a great many people enjoy today regardless of whether they’re in the market for a bunch of carrots or a head of lettuce. Farmers’ markets are thriving, more than five thousand strong, and there is a lot more going on in them than the exchange of money for food. Someone is collecting signatures on a petition. Someone else is playing music. Children are everywhere, sampling fresh produce, talking to farmers.”
b. More conversations occur at the farmers’ market than they do in the supermarket

Question 79

What is the local food movement’s view of the global economy?

Answer 79

a. “the local food movement wants to decentralize the global economy, if not secede from it altogether, which is why in some communities, such as Great Barrington, Massachusetts, local currencies have popped up.”

Question 80

What does Pollan claim about food and corporatization?

Answer 80

a. “It makes sense that food and farming should become a locus of attention for Americans disenchanted with consumer capitalism. Food is the place in daily life where corporatization can be most vividly felt: think about the homogenization of taste and experience represented by fast food.”

Question 81

What is at the center of the Slow Food movement and its founder?

Answer 81

a. “The Italian-born organization Slow Food, founded in 1986 as a protest against the arrival of McDonald’s in Rome, represents perhaps the purest expression of these politics.”
b. “a firm defense of quiet material pleasure”
c. “Slow Food’s founder and president, Carlo Petrini, a former leftist journalist, has much to say about how people’s daily food choices can rehabilitate the act of consumption, making it something more creative and progressive.”
d. Petrini urges eaters and food producers to join together in “food communities” outside of the usual distribution channels, which typically communicate little information beyond price and often exploit food producers

Question 82

How does Pollan view the role of “the family meal” and the power of sharing a meal?

Answer 82

a. “We have unthinkingly wrecked one of the nurseries of democracy: the family meal. It is at “the temporary democracy of the table” that children learn the art of conversation and acquire the habits of civility – sharing, listening, taking turns, navigating differences, arguing without offending – and it is these habits that are lost when we eat alone and on the run. ‘Civility is not needed when one is by oneself.’”

Question 83

What does Pollan project in the conclusion? - “Beyond the Barcode”

Answer 83

a. “But food is invisible no longer and, in light of the mounting costs we’ve incurred by ignoring it, it is likely to demand much more of our attention in the future, as eaters, parents, and citizens. It is only a matter of time before politicians seize on the power of the food issue, which besides being increasingly urgent is almost primal, indeed it is in some deep sense proto-political.”

Question 84

What do the authors write about the history of Entertainment-Education (E-E) in the first sentences? (Ch22)

Answer 84

a. The idea of combining entertainment with education goes as far back in human history as storytelling. For thousands of years, music, drama, dance, and various folk media have been used in many countries for recreation, decoration, reformation, and instructional purposes.

Question 85

Review Wang & Singhal’s definition of E-E.

Answer 85

a. New definition – “entertainment education is a theory-based communication strategy for purposefully embedding educational and social issues in the creation, production, processing, and dissemination process of an entertainment program, in order to achieve desired individual, community, institutional, and societal changes among the intended media user populations”

Question 86

Have a general familiarity with the 6 trends that comprise the bulk of the chapter.

Answer 86

a. Trend #1 – consultative social merchandising
b. Trend #2 – social movements
c. Trend #3 – invitational approaches
d. Trend #4 – positive deviance
e. Trend #5 – digital technology
f. Trend #6 – transmedia storytelling

Question 87

What is consultative social merchandising?

Answer 87

a. An E-E institution consults with and serves as a resource for creative writers, producers, and entertainment professionals so that social topics can accurately be inserted and portrayed in the commercial media – placing social and health topics in dramatic story lines

Question 88

What is the PD approach to social change?

Answer 88

a. Positive Deviance (PD) = enables communities to discover the best practices and local wisdom they already have and then act on it
b. Also, it is an assets-based approach, indentifying what’s going right in a community to amplify it, as opposed to what’s going wrong and fixing it.

Question 89

What do the authors conclude about the practice and research in the area of E-E?

Answer 89

a. Practice and research in the area of E-E have demonstrated that thoughtfully incorporating public health concerns and intractable social issues into entertainment programs and activities can foster desirable social change.