Entertainment-Education as a Change Agent for Gender Norms and Health Practices Amy Henderson Riley Doctoral Student Drexel School of Public Health Department.

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Presentation transcript:

Entertainment-Education as a Change Agent for Gender Norms and Health Practices Amy Henderson Riley Doctoral Student Drexel School of Public Health Department of Community Health and Prevention March 13, 2014

What is entertainment-education? “the process of designing and implementing a media message to both entertain and educate to increase audience members' knowledge about an educational issue, create favorable attitudes, and change overt behavior” – (Rogers & Singhal, 1999) Health comm strategy Television, radio, theatre

What is Kyunki…Jeena? Long-running e-e 501 episodes 13 behavior objectives from UNICEF Facts for Life “Because that’s what life is” Primary audience women and their families

Gender and Women’s Health Objectives Girls education Domestic violence Women in elected positions Timing births Breastfeeding Births with a skilled attendant WHAT ARE NORMS? – beliefs about the prevalence of behavior, what you think other people do Health challenges in India

Results It works! But how? Narrative structure – characters as role models Role of social norms? Exposed vs unexposed High levels of exposure, message, and story recall

Conceptual Model – Direct Effects Exposure to Kyunki… (Independent Variable) Behavior change (Dependent variable) Original model – direct effects

Knowledge model - Indirect effects Age, religion, geography (Confounding Variables) Exposure to Kyunki… (Independent Variable) Behavior change (Dependent variable) Indirect effects Norms? Knowledge, awareness (Mediating Variables)

Future model – Norms? Age, religion, geography (Confounding Variables) Exposure to Kyunki… (Independent Variable) Behavior change (Dependent variable) Knowledge, awareness (Mediating Variables) Norms?

Norms and Kyunki Measurement tools? Implications for future entertainment-education How to measure norms? Do you need norms to change behaviors or behaviors to change norms?

References and Acknowledgments Rogers, E., & Singhal, A. (1999). Entertainment-education: A Community Strategy for Social Change. Mahwah, NJ:Erlbaum. Sood, S., Mazumdar, P.D., Chowdary, N., Riley, A.H., & Malhotra, A. (2013). From awareness- generation to changing norms: Implications for entertainment-education. [Manuscript submitted for publication.]