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: 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.