Article

Entertainment–Education Radio Serial Drama and Outcomes Related to HIV Testing in Botswana

Centers for Disease Control and Prevention, Division of Reproductive Health, Women's Health and Fertility Branch, 4770 Buford Hwy. NE, Mailstop K-34, Atlanta, GA, USA.
AIDS education and prevention: official publication of the International Society for AIDS Education (Impact Factor: 1.51). 01/2009; 20(6):486-503. DOI: 10.1521/aeap.2008.20.6.486
Source: PubMed

ABSTRACT

Makgabaneng is an entertainment-education radio serial drama written and produced in Botswana to promote prevention of HIV. This effort is part of the national response to HIV/AIDS. Broadcast of the serial drama began in August 2001, and two new 15-minute episodes air each week. We examined associations between exposure to Makgabaneng and outcomes related to HIV testing, including stigmatizing attitudes, intention to be tested, talking with a partner about testing, and testing for HIV, among 555 sexually active respondents. The four measures of exposure to Makgabaneng were frequency of listening, duration of listening, talking about the program, and attentiveness to and identification with relevant characters. Data were collected approximately 18 months after the drama began airing. We found positive associations between exposure to the program and intermediate outcomes, including lower level of stigmatizing attitudes, stronger intention to have HIV testing, and talking to a partner about testing. Although associations were identified with all four measures of exposure, increased duration of listening was associated with more positive outcomes than the other measures. This finding suggests that longer term exposure to entertainment-education programming may be important for behavior change.

Download full-text

Full-text

Available from: Thierry H Roels, Jul 10, 2015
  • Source
    • "In addition to seeking health information, evidence does suggest that EE increases communication with partners, friends, and health professionals about the messages embedded in EE (Chatterjee, 1999; Collins et al., 2004; Mohammed, 2001; Moyer-Gusé & Nabi, 2011; Pappas-DeLuca et al., 2008; Sharan & Valente, 2002; Yoder et al., 1996). "
    [Show abstract] [Hide abstract]
    ABSTRACT: Portrayals of sexual relationships in mainstream media are prevalent and complex. Content analyses estimate that sexual content appears in approximately 85% of major motion pictures (Jamieson et al., 2008), 82% of television programs (Fisher et al., 2004), 59% of music videos (Turner, 2011), 37% of music lyrics (Primack, Gold, Schwarz, & Dalton, 2008), 22% of radio segments (Gentile, 1999), and 21% of magazine headlines (Davalos, Davalos, & Layton, 2007). The portrayals are not uniform, but instead come in multiple forms— explicit and implied; verbal and nonverbal; reality based or wholly fictional; and covering a range of themes, tones (e.g., humorous or serious; positive or negative), and consequences. Consider, for example, each of the following scenarios: a sitcom episode in which a sex-starved husband devises a complex lie to make his wife have sympathy for him so she will sleep with him; a music video in which a young man encourages his two female companions to kiss each other while he watches; a magazine article that instructs young women on how to flirt successfully. In each instance the content is not necessarily sexually explicit (i.e., pornography), but the images, dialogue, storylines, and character portrayals nonetheless offer substantial insight into how sexual relationships are initiated, maintained, nourished, and terminated. This chapter reviews major findings in the field concerning the impact of portrayals of sexuality and sexual relationships in mainstream entertainment media. In compiling materials for this review, we conducted comprehensive reviews of the PsychInfo, Communication and Mass Media, and PubMed electronic databases, focusing on studies published in the new millennium, from 2000 on. In creating parameters for this review, we have chosen to focus on analyses of the following entertainment media: television, films, music, music videos, video games, and magazines. We do not cover news media, literature, mass media public health campaigns, pornography (see Chapter 1, this volume), the Internet and new technologies (see Chapter 3, this volume), or unpublished dissertations and conference presentations. We also do not include a review of media content analyses but instead focus on media effects (but for excellent recent content analysis reviews, see Arnett, 2002; Greenberg & Hofschire, 2000; Ward, 2003; Wright, 2009). We begin our review with a brief discussion of how viewers perceive sexual content in the media and then move into summarizing effects in the following domains: sexual attitudes, sexual behavior, and sexual health. We conclude with reviews of media effects on three emerging domains: homosexuality, sexual violence, and sexual objectification
    Full-text · Chapter · Jan 2013
  • Source
    • "Showing films on HIV/AIDS gives students the opportunity to examine their own feelings about the health issue. Furthermore, studies have suggested that E-E programs not only help to educate but show advised/suggested healthy behaviors (Farr et al., 2005; Pappas-DeLuca, 2008). One of the main tenets of E-E is based on Bandura's social learning/modeling (Singhal & Rogers, 1999; 2002), which suggests that individuals will imitate observed behaviors (Bandura, 1997). "
    [Show abstract] [Hide abstract]
    ABSTRACT: Entertainment-education is a media tool used to reduce the spread and stigma associated with HIV/AIDS. This pilot study explored how African American (AA) college students understood stigma as portrayed in the South African film, Yesterday. Data were collected through a focus group where four major themes emerged. One is “we can talk, but please do not touch.” The study shows that films on HIV/AIDS that feature people of African descent can be used to generate classroom discussions and promote positive attitudes about HIV/AIDS among AA students.
    Full-text · Article · Jun 2011
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: Involvement in creative expression has the potential of engaging individuals in personal- and community-level change through reflection, empowerment, and the facilitation of connectedness. It is a process that can be a powerful component of community-based participatory research, as it can facilitate and support the principles of co-learning, egalitarian relationships, and respect for nonacademic knowledge. It is also a valuable means of appreciating culture and strengthening identity, which enhances health. This article reviews and discusses methods and benefits of incorporating creative expression into health promotion programs and community-based participatory research with Native Americans.
    Preview · Article · Jul 2010 · Family & community health
Show more