Soap operas for social change : toward a methodology for entertainment-education television
著者
書誌事項
Soap operas for social change : toward a methodology for entertainment-education television
(Media and society series)
Praeger, 1993
大学図書館所蔵 全13件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references (p. [133]-137) and index
内容説明・目次
内容説明
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 particular attention given to communication and behavioral theories that constitute parts of the formula: the hierarchy of effects model by William McGuire, the social learning theory developed by Albert Bandura, the dramatic theory proposed by Eric Bentley, the two-step-flow theory of Paul F. Lazarsfeld, and opinion leadership as articulated by Lazarsfeld, Berelson, and Gaudet. Nariman details the historical, social, and political context within which Sabido's formula emerged in Mexico, and discusses the research and application of the research data in actual soap opera design and production. Nariman discusses results of these evaluations conducted in Latin America, then provides an overview of the diffusion of the Sabido formula to other countries and media in India, Kenya, Zaire, Pakistan, and other developing countries. Each chapter includes lively examples from Sabido's soap operas that are highlighted by sample dialogue, plots, and character profiles. The volume takes an important step towards breaking down the traditional concept of informational or educational campaigns as mutually exclusive from commercial mass media entertainment.
目次
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
「Nielsen BookData」 より