Glik D, Berkanovic E, Stone K, Ibarra L, Jones M C, Rosen B, Schreibman M, Gordon L, Minassian L, Richardes D
UCLA School of Public Health 90095-1772, USA.
J Health Commun. 1998 Jul-Sep;3(3):263-82. doi: 10.1080/108107398127364.
This article presents an entertainment education strategy used to influence Hollywood prime-time and daytime television programs to add storylines on the importance of immunizations to their shows. Rather than giving information about immunizations to show producers, directors, actors, and writers, we furnished "log lines" and true stories about immunizations that could be used to inspire scripts that included immunization themes. By working through personal contacts within the entertainment television industry's closed system of networks, we were able to gain entree and some airtime for our campaign agenda. Embedded messages aired on eight popular shows in the 1996-1997 broadcast season, with five scheduled to air in the 1997-1998 season. These efforts were evaluated qualitatively, focusing on issues of personal networks, content of aired messages, and comparative costs for paid airtime. The strategy developed can be adapted for a range of entertainment education interventions.
本文介绍了一种娱乐教育策略，该策略旨在影响好莱坞黄金时段和日间电视节目，使其在节目中加入有关免疫接种重要性的故事情节。我们没有向节目制片人、导演、演员和编剧提供有关免疫接种的信息，而是提供了“剧情简介”和有关免疫接种的真实故事，这些故事可用于启发包含免疫接种主题的剧本。通过在娱乐电视行业封闭的网络系统中利用个人关系，我们得以将我们的宣传议程纳入并获得了一些播出时间。在1996 - 1997播出季，八个热门节目中播出了植入信息，另有五个计划在1997 - 1998季播出。对这些努力进行了定性评估，重点关注个人关系网络、播出信息的内容以及付费播出时间的比较成本。所制定的策略可适用于一系列娱乐教育干预措施。
