Communication Infrastructure Theory and Entertainment‐Education: An Integrative Model for Health Communication. Issue 1 (5th June 2013)

• Record Type: Journal Article
• Authors: Literat, Ioana; Chen, Nien‐Tsu Nancy
• Is Part Of: Communication theory. Volume 24:Issue 1(2014:Feb.)
• Page Start: 83
• Page End: 103
• Publication Date: 2013-06-05
• Subjects: Communication -- Periodicals; Information theory -- Periodicals; 302.205
• DOI: 10.1111/comt.12011
• Languages: English
• ISSNs: 1050-3293

Abstract

<abstract abstract-type="main" id="comt12011-abs-0001"> <title> <x xml:space="preserve">Abstract</x> </title> <p id="comt12011-para-0001"> <italic>This article suggests a hybrid model for entertainment‐education, where the integrated activation of communication channels across different levels of influence can increase the reach and effectiveness of entertainment‐education campaigns. The synergy between communication infrastructure theory (CIT) and entertainment‐education offers a systematic, integrated and collaborative approach to augment campaign exposure, and represents a promising way to reach at‐risk communities with critical health messages. By taking advantage of micro‐, meso‐ and macrolevel opportunities to improve campaign reach, as described in this model, entertainment‐education producers can capitalize on the interconnected storytelling network upon which their target communities rely for the fulfillment of their everyday goals</italic>.</p> </abstract>