Author:

Arvind Singhal
Everett M. Rogers

Date of publication:

1999

Published by:

Lawrence Erlbaum Associates

ARC Catalog Number:

HY6.5.S5

Description:

Entertainment-Education
A Communication Strategy for Social Change

Entertainment-education – the process of designing and implementing media messages to both entertain and educate, for the purpose of increasing an audience’s knowledge about an educational issue, creating favorable attitudes, and changing overt behavior – utilize the universal appeal of the entertainment persuade individuals to adopt behaviors that will lead to safer and behaviors that will lead to safer and healthier lives. Combining entertainment with education has existed for thousands of years, but the conscious use of the entertainment-education approach in a mass communication is a relatively recent phenomenon.