Entertainment-Education and Social Change introduces readers to entertainment-education (E-E) literature from multiple perspectives. This distinctive collection covers the history of ...entertainment-education, its applications in the United States and throughout the world, the multiple communication theories that bear on E-E, and a range of research methods for studying the effects of E-E interventions. The editors include commentary and insights from prominent E-E theoreticians, practitioners, activists, and researchers, representing a wide range of nationalities and theoretical orientations.
Examples of effective E-E designs and applications, as well as an agenda for future E-E initiatives and campaigns, make this work a useful volume for scholars, educators, and practitioners in entertainment media studies, behavior change communications, public health, psychology, social work, and other arenas concerned with strategies for social change. It will be an invaluable resource book for members of governmental and non-profit agencies, public health and development professionals, and social activists.
Contents: Preface. Part I: History and Theory. A. Singhal, E.M. Rogers, The Status of Entertainment-Education Worldwide. D. Poindexter, A History of Entertainment-Education, 1958-2000. P.T. Poitrow, E. de Fossard, Entertainment-Education as a Public Health Intervention. M. Sabido, The Origins of Entertainment-Education. A. Bandura, Social Cognitive Theory for Personal and Social Change by Enabling Media. W.J. Brown, B.P. Fraser, Celebrity Identification in Entertainment-Education. S. Sood, T. Menard, K. Witte, The Theory Behind Entertainment-Education. Part II: Research and Implementation. S. Usdin, A. Singhal, T. Shongwe, S. Goldstein, A. Shabalala, No Short Cuts in Entertainment-Education: Designing Soul City Step-by-Step. W.N. Ryerson, N. Teffera, Organizing a Comprehensive National Plan for Entertainment-Education in Ethiopia. B.S. Greenberg, C.T. Salmon, D. Patel, V. Beck, G. Cole, Evolution of an E-E Research Agenda. V. Beck, Working With Daytime and Prime-Time Television Shows in the United States to Promote Health. M. Bouman, Entertainment-Education Television Drama in the Netherlands. M.J. Cody, S. Fernandes, H. Wilkin, Entertainment-Education Programs of the BBC and BBC World Service Trust. A.C. La Pastina, D.S. Patel, M. Schiavo, Social Merchandizing in Brazilian Telenovelas. E.M. Rogers, Delivering Entertainment-Education Health Messages Through the Internet to Hard-to-Reach U.S. Audiences in the Southwest. Part III: Entertainment-Education Interventions and Their Outcomes. R.A. Abdulla, Entertainment-Education in the Middle East: Lessons From the Egyptian Oral Rehydration Campaign. Y. Yaser, The Turkish Family Health and Planning Foundation's Entertainment-Education Campaign. N. McKee, M. Aghi, R. Carnegie, N. Shahzadi, Cartoons and Comic Books for Changing Social Norms: Meena, the South Asian Girl. A. Singhal, D. Sharma, M.J. Papa, K. Witte, Air Cover and Ground Mobilization: Integrating Entertainment-Education Broadcasts With Community Listening and Service Delivery in India. A. Singhal, Entertainment-Education Through Participatory Theater: Freirean Strategies for Empowering the Oppressed. T. Tufte, Soap Operas and Sense-Making: Mediations and Audience Ethnography. J.D. Storey, T.L. Jacobson, Entertainment-Education and Participation: Applying Habermas to a Population Program in Nepal. Epilogue.
The present paper draws on the diffusion of innovations model to derive a series of strategies for speeding up the spread and implementation of new ideas in preventing addiction. Preventive ...innovations usually require an action at one point in time in order to avoid an unwanted future condition. Hence, preventive innovations diffuse rather slowly, in part due to delayed rewards from adoption. Here we suggest five strategies, based on diffusion theory, for speeding up the diffusion of preventive innovations.
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In this article we discuss how the diffusion model originally was created, some of the most important ways in which it has evolved over the past 30 years, and its future prospects.
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Agenda-Setting Dearing, James W; Rogers, Everett M
1996, 1996-01-01, 1996-08-28, Volume:
6
eBook
What is the major social problem in the news today? Who made it so important? Based on research of contemporary social issues that have hit the headlines, this book provides important theoretical and ...practical insights into the agenda-setting process and its role in effecting social change.
Spin-offs are a means of technology transfer from a parent organization that represent a mechanism for creating jobs and new wealth. We investigated 6 of the 19 spin-offs from the 55 research centers ...at the University of New Mexico (UNM) in 1997. The Albuquerque area in Northern New Mexico is rich in technology, thanks to the presence of three large Federal R&D laboratories and the University of New Mexico. University administrators and community leaders envision a future technopolis (technology city), but achieving this goal will be difficult, given the lack of needed infrastructure, entrepreneurship, and venture capital in the Albuquerque region.
Nevertheless, in the early 1990s the amount of research funding at UNM increased at a faster rate than at other U.S. research universities (total research funding rose to $197 million in 1996). Most of this increase (about 85%) took place through the efforts of UNM's 55 research centers, which are multidisciplinary units supported mainly by funding from federal and state government agencies, private companies, and foundations. The research centers transfer technological innovations across the university's boundary via various mechanisms, including spin-offs.
A
spin-off is a new company that is formed (1) by individuals who were former employees of the parent organization (a UNM research center in the present case), and (2) a core technology that is transferred from the parent organization. A previous study by the present authors identified 71 spin-offs from the three federal R&D laboratories in New Mexico. The fact that high-technology spin-offs are occurring in New Mexico, and at an increasing rate, suggests that a technopolis may be getting underway. In recent years the University of New Mexico and the federal R&D laboratories have established organizational and procedural mechanisms intended to encourage spin-offs and other types of technology transfer such as patenting and technology licensing.
An important factor in the success of a spin-off company is the degree of support that it receives from its parent organization. The six UNM spin-offs of study here experienced few conflicts with their parent, in each case a university-based research center. However, lengthy negotiations with university officials over intellectual property rights to a spin-off's core technology were often involved. The director of a spin-off's parent research center usually played a key role in the spin-off process. Often the university research center continued to provide laboratory facilities and access to research equipment to the spin-off. Generally, both the spin-off and the parent organization perceived of the spin-off process as a win-win situation (which might not be the case when the parent is a private company and the spin-off becomes a competitor).
In the present investigation we identify two types of spin-offs: (1)
planned, when the new venture results from an organized effort by the parent organization, and (2)
spontaneously occurring, when the new company is established by an entrepreneur who identifies a market opportunity and who founds the spin-off with little encouragement (and perhaps with discouragement) from the parent organization. Both types of spin-offs were represented in the present study. UNM professors, directors of the parent research centers, and others played important roles in instigating three of the six spin-offs, while the other three were launched mainly by entrepreneurs.
Spin-offs represent an important mechanism for technology transfer, as a spin-off is typically founded around a core technological innovation that was initially developed at the parent organization. One reason that a research university is a vital ingredient in a technopolis is because of the considerable role that university-based research centers play in spinning-off new ventures. Stanford University in Silicon Valley, MIT on Route 128, and the University of Texas in Austin are all examples of this important relationship. The University of New Mexico is a smaller research university than Stanford, MIT, or Texas, but it is beginning to play a similar role in the spin-off process. If indeed a technopolis eventually develops in Albuquerque, perhaps in 10 or 20 years, lessons may be learned about the roles of a research university and its research centers (and federal R&D laboratories), in contributing to regional economic development.
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Interactive innovations are distinctive in that their adoption depends on the perceived number of others who have already adopted the innovation. Thus their rate of adoption does not take off in the ...familiar “S” shape until a critical mass of adopters has been reached. Data on the adoption of 12 telecommunications services by 392 German banks are used to explore our theoretical perspective on the role of the critical mass in the diffusion of interactive innovations. The most important obstacle to the adoption of new telecommunications services by banks is a low degree of diffusion (which suggests the general importance of the critical mass). These obstacles do not differ for the innovators and other adopter categories. The importance of direct network externalities in influencing the rate of diffusion of new telecommunications services should be determined for each new service, rather than assumed to always exists.
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The present paper derives lessons learned about effective technology transfer from research on the technology transfer process in New Mexico over the past several years. Technology transfer from ...national R&D laboratories and from research universities provides the main basis for economic growth by metropolitan regions in the United States. New Mexico is (1) technology-rich because of Sandia National Laboratories, Los Alamos National Laboratory and the University of New Mexico, and (2) entrepreneur-friendly. High-technology spin-offs are a particularly effective means of technology transfer. The process of technology transfer is a difficult type of communication, and demands trained and skilled personnel, adequate resources, and organizational and other reward/incentive structures.
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Entertainment-education is the process of designing and implementing an entertainment program to increase audience members' knowledge about a social issue, create more favorable attitudes, and change ...their overt behaviors regarding the social issue. The results of a field experiment in Tanzania to measure the effects of a long-running entertainment-education radio soap opera, Twende na Wakati (Let's Go with the Times), on knowledge, attitudes, and adoption of human immuno deficiency virus (HIV)/acquired immune deficiency syndrome (AIDS) prevention behaviors are presented. Multiple independent measures of effects and the experimental design of this study confer strong internal and external validity regarding the results of this investigation. The effects of the radio program in Tanzania include (1) a reduction in the number of sexual partners by both men and women, and (2) increased condom adoption. The radio soap opera influenced these behavioral variables through certain intervening variables, including (1) self-perception of risk of contracting HIV/AIDS, (2) self-efficacy with respect to preventing HIV/AIDS, (3) interpersonal communication about HIV/AIDS, and (4) identification with, and role modeling of, the primary characters in the radio soap opera.
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Most past studies of entertainment‐education programs have not provided an adequate theoretical explanation of the process through which community members enact system‐level changes as a result of ...exposure to entertainment‐education media message. Here we study the effects of an entertainment‐education radio soap opera by means of an observational case study in one Indian village. We investigate the paradoxes, contradictions, and audience members' struggles in the process of media‐stimulated change, a process involving parasocial interaction, peer communication, and collective efficacy.
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