Dissertation
New directions for entertainment-education: results from a mixed methods study investigating the role of narrative persuasion and social norms from a radio program for individual and social change in Mozambique
Doctor of Public Health (Dr.P.H.), Drexel University
Apr 2017
DOI:
https://doi.org/10.17918/etd-7306
Abstract
Encoded exposure, narrative persuasion and social norms are part of the most recent theorizing behind the health communication strategy known as entertainment-education. While much of the latest theoretical progress has taken place at academic settings in the Global North, the majority of entertainment-education continues to be practiced in the Global South. There is a paucity of theoretical tests in the entertainment-education literature from practice settings in the developing world. This study used survey and focus group data from the endline evaluation of Ouro Negro (English translation: Black Gold), an entertainment-education radio program in Mozambique designed around 14 public health topics, to answer two research questions: 1) What is the relationship between encoded exposure to entertainment-education and narrative persuasion?, and 2) What is the relationship between narrative persuasion and social norms? The study used data from the two arms of the evaluation: a survey arm, which utilized a population-based single pre and post design, and a focus group arm, which utilized a cross-sectional research design. The study included data collected from 1,910 women age 15-34 across five provinces and 20 districts who responded to the survey and 128 women age 15-34 in the same provinces and districts who participated in focus group discussions. Quantitative analysis used to answer the questions included factor and reliability analysis, regression techniques, and propensity score matching, while qualitative analysis included manual coding led by grounded theory. The results of the first research question indicated exposure to entertainment-education significantly predicted all narrative persuasion constructs, even after controlling for background variables, and that nearly all of the focus groups exhibited at least one response related to narrative persuasion. The results of the second research question indicated narrative persuasion did not significantly predict social norms constructs, and that behaviors related to program topics were not normative in the direction promoted by the radio drama. The results indicate three concrete calls to action for the field of EE moving forward: a call for marrying theory and practice across geographic settings, a call for utilizing measurement tools with populations outside of the United States, and a renewed call for commitment across sectors. Whether scholars, practitioners, and partners see these as challenges, or as exciting new opportunities, the results of this study indicate there are indeed new directions for the study and practice of entertainment-education.
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Details
- Title
- New directions for entertainment-education
- Creators
- Amy Henderson Riley - DU
- Contributors
- Suruchi Sood (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Public Health (Dr.P.H.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- xii, 246 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Dana and David Dornsife School of Public Health; Community Health and Prevention; Drexel University
- Other Identifier
- 7306; 991014632392304721