Article

Addressing media stigma for people experiencing mental illness using an Entertainment-Education strategy

Annenburg School for Communication, University of Southern California, Los Angeles, CA 90089, USA.
Journal of Health Psychology (Impact Factor: 1.22). 04/2006; 11(2):247-67. DOI: 10.1177/1359105306061185
Source: PubMed

ABSTRACT This study examines the effects of Entertainment-Education strategy on knowledge acquisition about schizophrenia and stigma reduction, using pretest posttest control group and 2 X 3 (advocate's perspective X message style) between-subjects factorial design. Participants watched an accurate and empathetic movie portrayal of schizophrenia, followed by an educational trailer. Participants (N= 165) were randomly assigned to one of eight conditions (six manipulated conditions, control, a group who watched a trailer prior to the movie). Results showed that viewing an accurate and empathetic movie portrayal increased knowledge. The educational trailer increased not only knowledge acquisition but influenced stigma reduction. Structural equation modeling analysis revealed that entertainment and educational value of the movie mediated stigma reduction. Implications of this study to the mental health research and the design of Entertainment-Education contents are discussed.

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Available from: Ute Ritterfeld, Feb 09, 2015
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    • "First, the primary outcome measure was designed specifically to assess mental health knowledge in relation to the HeadStrong program and is not a validated measure. Nevertheless, this approach is commonly utilised in studies assessing knowledge acquisition pertaining to educational programs (e.g., Burns & Rapee, 2006; Han, Chen, Hwang, & Wei, 2006; Ritterfeld & Jin, 2006) and the outcome measure was been adapted from an existing mental health literacy questionnaire (Griffiths et al., 2004). Second, the study was conducted in Catholic and Independent schools in Central West NSW. "
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    • "The use of a theatrical approach appears particularly relevant, since the combination of entertainment and education can reach audiences on both a cognitive and emotional level (Ritterfeld, Weber, Fernandes, & Vorderer, 2004). Specific to psychiatric stigma, Ritterfeld and Jin (2006) found that the entertainment value of a movie combines with its educational value to reduce stigmatizing attitudes. Indeed, many participants in our study referred to the emotional impact of the intervention , which reflects previous findings (Roberts et al., 2007). "
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