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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Entertainment education theory and practice in HIV-AIDS communication: a South Africa/United Kingdom comparison
Editor:Cardey, Sarah
Periodical:Critical Arts: A Journal of Media Studies (ISSN 0256-0046)
Geographic terms:South Africa
Great Britain
Abstract:Within development communication, gaps remain in theory and practice: communication innovations are taking place which either do not incorporate theory or fail to challenge the assumptions of development communication and HIV/AIDS theory. This can lead to the implementation of unsuccessful interventions that lack theoretical frameworks or to uninformed practice, making it difficult to replicate. Further, research has demonstrated that entertainment education (EE) interventions have a measurable impact on behaviour in areas such as HIV/AIDS prevention. Given the transitions in EE practice and evidence of its impact, EE theory and practice can contribute insight into these challenges. A pilot study investigated these dilemmas within the context of the monitoring and evaluation of development communication. Framing this discussion is the concept of South-North dialogue, using comparative analysis of EE interventions. It holds as a principle that lessons from the experience of EE in the southern context can inform lessons for the North. The authors present four case studies of EE interventions in the United Kingdom (EastEnders, 500 Ways to Love) and South Africa (the mass media intervention Isidingo and the participatory communication case DramAidE). They address how communication is defined in planning, implementation and evaluation, highlighting how it often misses the importance of 'listening'. The case studies show that HIV/AIDS communication has not internalized ideas of evaluation and listening in communication. Successes in the case studies can be partially attributed to responsiveness and context-specificity, rather than following rigid planning templates, such as those found in some development communication literature. This indicates the importance of flexibility and responsiveness to context for both development communication and HIV/AIDS communication. Bibliogr., notes, ref., sum. [Journal abstract, edited]