Journal article
Narrative Persuasion and Social Norms in Entertainment-Education: Results from a Radio Drama in Mozambique
Health communication, v 35(8), pp 1023-1032
01 Jan 2020
PMID: 31025883
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Narrative persuasion and social norms are part of the most recent theorizing behind the health communication strategy known as entertainment-education. There is little research, however, that compares these theoretical constructs from Mozambique, a setting that has not been researched to the same extent as other EE practice locations. This study uses mixed methods data from the midline evaluation of Ouro Negro (English translation: Black Gold), an EE radio program for individual health and social change in Mozambique to answer two research questions: what is the relationship between exposure to Ouro Negro and narrative persuasion?, and what is the relationship between narrative persuasion with Ouro Negro and social norms? Quantitative results related to the first question indicated that exposure significantly predicted three narrative persuasion constructs in multivariate regression models, results confirmed by a storytelling activity in focus groups. Quantitative results for the second question, which utilized propensity score matching, were not significant, and findings from a qualitative 2 x 2 table activity confirmed that behaviors were not normative in the directions promoted by the radio drama. Implications and recommendations for future entertainment-education research are discussed.
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Details
- Title
- Narrative Persuasion and Social Norms in Entertainment-Education: Results from a Radio Drama in Mozambique
- Creators
- Amy Henderson Riley - Drexel UniversitySuruchi Sood - Drexel UniversityMassimiliano Sani - United Nations Children's Fund
- Publication Details
- Health communication, v 35(8), pp 1023-1032
- Publisher
- Taylor & Francis
- Number of pages
- 10
- Grant note
- 43169963 / UNICEF Mozambique
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Community Health and Prevention
- Web of Science ID
- WOS:000469656100001
- Scopus ID
- 2-s2.0-85065098903
- Other Identifier
- 991019167447604721
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Communication
- Health Policy & Services