Blackwell Reference Online

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Entertainment education is defined as the “process of purposely designing and implementing a media message to both entertain and educate, in order to increase audience members’ knowledge about an educational issue, create favorable attitudes, shift social norms, and change over behavior” ( Singhal & Rogers 2004 , 5). Parables, fables, and morality plays have been used for centuries not only to entertain but also to transmit knowledge of history, culture, values, and life lessons. Modern entertainment education includes designing a campaign strategy that incorporates radio and television dramas, talk programs, comedies, music, →  animation , participatory theatre, interactive websites, and →  video games , largely to promote health and social issues ( Singhal et al. 2004 ; →  Drama in Media Content ; Broadcast Talk ; Situation Comedies ). Most scholarly research has focused on the uses of dramatic serials . Dramas offer many advantages, including capturing the attention of specific audiences, altering viewers’ →  emotions , developing characters, viewing characters’ conversations with others, and decision-making, allowing for multiple examples of social modeling, focusing on issues from multiple perspectives, focusing on issues repeatedly over time, and showing characters overcoming resistance and adversity ( Sabido 2004 ). They also provide a perfect vehicle in which to put ... log in or subscribe to read full text