In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns. This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.

The Entertainment-Education Strategy in Communication Campaigns1

The Entertainment-Education Strategy in Communication Campaigns1

The entertainment-education strategy in communication campaigns
ArvindSinghal, Everett M.Rogers

This chapter summarizes lessons learned about the use of entertainment-education in communication campaigns dealing with family planning, gender equality, HIV prevention, and environmental conservation. A communication campaign (a) intends to achieve specific effects, (b) in a relatively large number of individuals, (c) within a specified period of time, and (d) through an organized set of communication activities (Rogers & Storey, 1987).

The Entertainment-Education Strategy

The entertainment-education strategy abrogates the needless dichotomy in almost all mass media content—that mass media programs must either be entertaining or educational (Fischer & Melnik, 1979; Singhal & Rogers, 1989). Entertainment-education is the process of purposely designing and implementing a media message to both entertain and educate to increase audience ...

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