In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition 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 Rising Tide of Entertainment–Education in Communication Campaigns

The Rising Tide of Entertainment–Education in Communication Campaigns

The rising tide of entertainment–education in communication campaigns
Arvind SinghalHua WangEverett M. Rogers

Authors’ Note: The present chapter draws upon Lacayo and Singhal (2008), Singhal and Rogers (1999, 2002), and Wang and Singhal (2009).

The Entertainment–Education Strategy

The idea of combining entertainment with education goes as far back in human history as the timeless art of storytelling. For thousands of years, music, drama, dance, and various folk media have been used in many countries for recreation, devotion, reformation, and instructional purposes. However, entertainment–education (E–E) as a purposive communication strategy is a relatively new concept in that its conscious use in radio, television, popular music, films, and digital gaming has received attention only in the past few decades (Singhal, Cody, ...

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