Title
Testing Effectiveness of EduEnterntainment Health Focused SoapOpera: Exposure Length and PostDiscussion In Colombian Young Ad,Used
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EntertainmentEducation (EE) interventions were evaluated using quantitative and qualitative methodologies to assess what specific variables may make more effective the communication strategy. Variables including length of the EE serial drama and the postviewing discussion sessions in their relation to cognitive, attitudinal and behavioral intentional outcomes were examined using experimental design and focus group discussions. It was predicted that the length of the EE serial drama would impact the quality of the intervention. Likewise, it was predicted that the postviewing discussion sessions would improve the quality of the intervention. It was concluded that the length of the EE serial drama did not produce significant change in the overall efficacy of the intervention. However, the postviewing discussion sessions when incorporated with the EE drama series or telenovela did produce significant change in regards to cognitive, attitudinal and behavioral outcomes of the EE intervention. Implication of the findings for future EE interventions and recommendations for further study are enclosed.
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