Abstract
Communication Theory. 2002; 12(2): 153-72.The present article explores the role that audience involvement plays in the effectiveness of entertainment—education programs. Utilizing data from a popular 104—episode entertainment—education radio soap opera from India, Tinka Tinka Sukh, it argues that the concept of audience involvement is multidimensional, and serves as a mediator for promoting behavior change. Audience involvement is characterized as being composed of two dimensions: (a) affective—referential involvement, and (b) cognitive—critical involvement. Involvement appears to be a precursor for increasing self—efficacy and collective efficacy, and in promoting interpersonal communication among individuals in the audience.
Full Article Links
Links to the full article are given below.
