Vaughan P W, Rogers E M
Department of Biology, Macalester College, St. Paul, Minnesota, USA.
J Health Commun. 2000 Jul-Sep;5(3):203-27. doi: 10.1080/10810730050131398.
The authors draw on (1) the hierarchy-of-effects (HOE) model, (2) the stages-of-change (SOC) model, (3) social learning theory (SLT), and (4) the diffusion of innovations (DOI) to synthesize a staged model through which communication messages have effects on individual behavior change by stimulating (1) involvement with media characters and role modeling of their actions, and (2) interpersonal communication. Data from a field experiment in Tanzania on the effects of an entertainment-education radio soap opera, Twende na Wakati (Let's Go With the Times), on the adoption of family planning, are analyzed in light of a six-staged model of communication effects. It is found that (1) the model provides a useful framework for understanding the effects of an entertainment-education program, and (2) the radio soap opera promoted progress through the stages for family planning adoption in the treatment area in three of the four years of broadcast, and in the comparison area after broadcasts of the radio program began there.
（1）效果层级（HOE）模型、（2）变革阶段（SOC）模型、（3）社会学习理论（SLT）以及（4）创新扩散（DOI），以综合构建一个分阶段模型。通过该模型，传播信息通过激发以下两点对个体行为改变产生影响：（1）对媒体角色的参与以及对其行为的模仿，（2）人际传播。根据一个六阶段传播效果模型，对坦桑尼亚一项关于娱乐教育广播肥皂剧《Twende na Wakati》（《与时俱进》）对计划生育采用情况影响的实地实验数据进行了分析。研究发现：（1）该模型为理解娱乐教育项目的效果提供了一个有用的框架；（2）在广播的四年中，有三年该广播肥皂剧在治疗区域促进了计划生育采用阶段的进展，并且在广播节目开始后，在对照区域也促进了进展。
