Author's Keywords: Entertainment-education, Narrative engagement, Identification, Health Beliefs, HIV/AIDS preventive behavior	Convention Convention is an application service for managing large or small academic conferences, annual meetings, and other types of events! Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p13943_index.html Direct Link: HTML Code:

Lee, Byoungkwan., Salmon, Charles. and Witte, Kim. "The Effectiveness of Entertainment-Education as Media Health Campaigns: The Effects of Entertainment Narrative and Identification on HIV/AIDS Preventive Behavior" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p13943_index.html>

Lee, B. , Salmon, C. T. and Witte, K. "The Effectiveness of Entertainment-Education as Media Health Campaigns: The Effects of Entertainment Narrative and Identification on HIV/AIDS Preventive Behavior" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <APPLICATION/PDF>. 2009-05-25 from http://www.allacademic.com/meta/p13943_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: The purpose of this study is to investigate the persuasive effects of narrative content in the entertainment program of popular media in order to explain why Entertainment-education (E-E) messages have the effects. In order to examine the roles of narrative engagement and identification with the characters of an E-E program, this study proposed and tested a recursive structural equation model with specific hypotheses. Survey data drawn from listeners of a radio serial drama for HIV/AIDS prevention in Ethiopia were analyzed for the study. In a proposed model, this study found that an audience member’s identification with a character played a mediating role in the relationships between narrative engagement and individuals’ beliefs about HIV/AIDS although this mediating role was partially supported. In addition, the direct effects of both affective engagement and cognitive engagement on individuals’ health beliefs were found. Based on the findings, Theoretical and practical implications were discussed.

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