Resumo

ARROYAVE CABRERA, JESÚS. TESTING THE EFFECTIVENESS OF AN ENTERTAINMENT-EDUCATION HEALTH-FOCUSED SOAP OPERA: EXPOSURE AND POST-DISCUSSION IN COLOMBIAN YOUNG ADULTS. Investig. desarro. [online]. 2008, vol.16, n.2, pp.232-261. ISSN 0121-3261.

Entertainment-Education interventions were evaluated using quantitative and qualitative methodologies to assess what specific variables may make communication strategy more effective. Variables including length of the Entertainment-Education serial drama and the post-viewing discussion sessions in their relation to cognitive, attitudinal and behavioral intentional outcomes were examined using experimental design and focus group discussions. It was concluded that the length of the Education-Entertainment serial drama did not produce significant change in the overall efficacy of the intervention. Overall the goal of this paper is to extend the research on a promising form of health intervention that has the potential to make the difference in our society.

Palavras-chave : Entertainment-Education; health focus soap opera; telenovela; communications strategy.

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