Entertainment-Education : A Communication Strategy for Social Change book cover
1st Edition

A Communication Strategy for Social Change

ISBN 9780805833508
Published July 1, 1999 by Routledge
280 Pages

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Book Description

Arvind Singhal and Everett M. Rogers have developed this unique volume focused on the history and development of entertainment-education. This approach to communication is the process of designing and implementing a media message to both entertain and educate to increase audience members' knowledge about an educational issue, create favorable attitudes, and change overt behavior. It uses the universal appeal of entertainment to show individuals how they can live safer, healthier, and happier lives. Entertainment formats such as soap operas, rock music, feature films, talk shows, cartoons, comics, and theater are utilized in various countries to promote messages about educational issues. This book presents a balanced picture of the entertainment-education strategy, identifying ethical and other problems that accompany efforts to bring about social change.

Table of Contents

Contents: Preface. Entertainment-Education. Simplemente María. Miguel Sabido and the Entertainment-Education Strategy. The Hum Log Story in India. The Entertainment-Education Strategy in Music. The Entertainment-Education Strategy in Radio. The Effects of Entertainment-Education. Studying Entertainment-Education Effects. Lessons Learned About Entertainment-Education.

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"In this book, Arvind Singhal and Everett M. Rogers provide a comprehensive framework for understanding the entertainment-education approach....The book offers a clear and sound theoretical background and provides a rich overview of what can be done in the area of social development via the entertainment media. It offers powerful arguments regarding how the entertainment-education strategy can contribute to positive change in a world filled with countless media messages by providing numerous examples of how effects can be measured in a more accurate fashion."
International Journal of Intercultural Relations

"Singhal and Rogers' publication is a unique contribution to the field and fills a long-standing need....Their book gives a good overview and insight in the history, theory, and 'good practice' of entertainment-education. The nine chapters are written in a lively style and give detailed examples, figures, and statistics....For those interested in communication, education, extension science, and related disciplines Singhal and Rogers' book proves to be a very inspiring and resourceful textbook."
Journal of Agricultural Education and Extension

"The growing body of literature on the subject is enhanced by Entertainment-Education and Social Change, which integrates the theoretical, research and practical approaches to this important field of information for social change. The book demonstrates the diversity of entertainment-education programs and practices, both in terms of geography and issues addressed. The book's multidisciplinary approach draws on the experiences and observations of entertainment educators from the perspectives of academia, health communications and entertainment, and provides background and tools for practitioners and students....the book provides a detailed examination of E-E that will serve as a useful guide for students and provide inspiration and strategies for practitioners, and demonstrates that there are many opportunities for further study."
Zeitschrift fur Medienpsychologie

"This book on entertainment-education fills a long-standing need in the area of development communication."
Srinivas Melkote
Bowling Green State University

"This book will be especially useful in courses on mass media and social change, mass media and persuasion, communication campaigns, and development communication."
William J. Brown
College of Communication and the Arts, Regent University

"This book will help public health professionals and scholars realize the potential of the entertainment-education approach."
Tom Valente
School of Public Health, Johns Hopkins University