Description
Book Synopsis
In 1975, the Mexican network Televisa broadcast the first entertainment-education soap opera, which was written and produced by Miguel Sabido according to his own theory-based research formula. The soap opera, called Ven Conmigo (Come with Me), promoted a government-sponsored adult literacy program, and its commercial and social success prompted Televisa to produce, broadcast, and research the audience effects of five other Sabido-designed soaps. Development themes treated in these shows included family planning, women's rights, responsible parenthood, and adolescent sexual education. Each of the six entertainment-education soap operas was exported for broadcast in other Latin American nations and achieved high ratings consistent with the ratings of conventional soaps. Subsequent evaluation research indicated that these educational soaps did successfully increase viewers' awareness and acceptance of their respective messages.
Nariman examines Sabido's model with pa
Table of Contents
Foreword Preface Introduction Formulation of the Entertainment-Education Strategy for Development Communiation in Mexico Theoretical Components of Entertainment-Education Soap Operas Assembling an Entertainment-Education Soap Opera Based on Formative Evaluation Research Summative Evaluation Research: Testing Hypotheses and Measuring the Effects of Entertainment-Education Soap Operas in Mexico Building upon Mexico's Experience with Entertainment-Education Soap Operas, Summary and Conclusions References Index
