Audience involvement and entertainment-education

被引：72

作者：

Sood, S ^{[1
]}

机构：

[1] Johns Hopkins Univ, Ctr Commun Programs, Baltimore, MD 21218 USA

来源：

COMMUNICATION THEORY | 2002年 / 12卷 / 02期

关键词：

D O I：

10.1093/ct/12.2.153

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The present article explores the role that audience involvement plays in the effectiveness of entertainment-education programs. Utilizing data from a popular 104-episode entertainment-education radio soap opera from India, Tinka Tinka Sukh, it argues that the concept of audience involvement is multidimensional, and serves as a mediator for promoting behavior change. Audience involvement is characterized as being composed of two dimensions: (a) affective-referential involvement, and (b) cognitive-critical involvement. Involvement appears to be a precursor for increasing self-efficacy and collective efficacy, and in promoting interpersonal communication among individuals in the audience.

引用

页码：153 / 172

页数：20

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