エンターテイメント・エデュケーションの過去とこれから:我が国の公衆衛生分野における活用可能性  [in Japanese] Past and future of entertainment-education: Possible application to public health practices in Japan  [in Japanese]

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Abstract

目的:わが国におけるマスメディアの状況を鑑みると,健康医療を含む社会的課題についてマスコミ産業界と協働を進め,メディアアドボカシーの醸成を進めていくことが望まれる.エンターテイメント・エデュケーション(E-E)は人類が普遍的に活用してきた物語の力を,社会的な課題に対して戦略的に応用するものであり,協働の実現に向けて有用な手法である.本稿は開発途上国と米国などの先進諸国でも活用されてきたにもかかわらず,わが国では認知が低いE-Eの概念の理解を広げ,活用につなげていくための資料を提示することを目的とした.<br>方法:E-E関連文献,2011年米国での学会報告を参考に,共著者であるArvind Singhalとのディスカッションと最近の英文論文を基に,定義,歴史と現状,研究についてまとめた.<br>結果:1969年の『Simplemente Maria』に端を発し,主に開発途上国での実践と研究によりE-Eの方法論は積み上げられてきた.一方,米国などの先進諸国では,飽和状態にあるメディア環境に対応するように,E-Eの実践は発展してきた.近年のE-Eの実践は,ITの進歩により多様化している.<br>考察:我が国のメディア環境を踏まえてE-Eの活用実効性の可能性は高く,特に地域メディアとの協働とデジタルゲームの活用においては大きく期待できると考える.効果検証研究の実施における難しさを否定できないが,対処策として複数種のデータを活用した多面的な研究デザインが有用であると思われる.

Objective: Health practitioners and popular mass media have unprecedented potential to come together social betterment. Popular media, guided by social science research, can serve as an advocacy for social change. The entertainment-education (E-E) communication strategy is very useful to achieve such win-win collaborations that can benefit society. This paper analyzes the E-E approach which, while relatively new in Japan, has been purposely utilized effectively with demonstrated results in many countries over the past three decades. We explore the possibilities of applying the E-E approach to the Japanese public health context.<br>Methods: This paper reports the definition of E-E, its history, recent trends, and research perspectives, drawing upon the literature on E-E, including Singhal's latest writings and on the topic, and conversation and discussion between the two authors.<br>Results: Simply put, E-E is about strategically utilizing the power of stories to change established social scripts. Over its history of more than 40 years since “Simplemete Maria” in Peru in early 1970s, the E-E practices and research have expanded and deepened with accumulated evidence.<br>Discussion: Considering the media environment, we conclude that the application of E-E in the Japanese context is possible, and that collaborating with local media and utilization of games might especially yield tremendous impacts. We hope that many scholars and practitioners in Japan get interested in E-E strategy that could create an environment of public discourse where complex social problems could find creative resolution, and that its research and practice can lead to the betterment of the society.

Journal

  • Japanese Journal of Health Education and Promotion

    Japanese Journal of Health Education and Promotion 21(1), 46-54, 2013

    JAPANESE SOCIETY OF HEALTH EDUCATION AND PROMOTION

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