Department of Community Health and Prevention, Drexel University Dornsife School of Public Health.
Communication for Development, UNICEF , Mozambique.
Health Commun. 2020 Jul;35(8):1023-1032. doi: 10.1080/10410236.2019.1606137. Epub 2019 Apr 26.
Narrative persuasion and social norms are part of the most recent theorizing behind the health communication strategy known as entertainment-education. There is little research, however, that compares these theoretical constructs from Mozambique, a setting that has not been researched to the same extent as other EE practice locations. This study uses mixed methods data from the midline evaluation of (English translation: Black Gold), an EE radio program for individual health and social change in Mozambique to answer two research questions: what is the relationship between exposure to and narrative persuasion?, and what is the relationship between narrative persuasion with and social norms? Quantitative results related to the first question indicated that exposure significantly predicted three narrative persuasion constructs in multivariate regression models, results confirmed by a storytelling activity in focus groups. Quantitative results for the second question, which utilized propensity score matching, were not significant, and findings from a qualitative 2 × 2 table activity confirmed that behaviors were not normative in the directions promoted by the radio drama. Implications and recommendations for future entertainment-education research are discussed.
叙述性说服和社会规范是被称为娱乐教育的健康传播策略背后最新理论的一部分。然而，几乎没有研究比较过这些来自莫桑比克的理论结构，莫桑比克的研究程度不如其他娱乐教育实践地点。本研究使用来自莫桑比克个人健康和社会变革的娱乐教育广播节目《黑金》（Black Gold）中期评估的混合方法数据来回答两个研究问题：接触《黑金》与叙述性说服有什么关系？叙述性说服与社会规范有什么关系？与第一个问题相关的定量结果表明，在多元回归模型中，接触显著预测了三个叙述性说服结构，焦点小组的讲故事活动证实了这一结果。第二个问题的定量结果利用倾向评分匹配并不显著，并且来自 2 × 2 表活动的定性结果证实，广播剧中所倡导的行为在方向上并不是规范的。讨论了对未来娱乐教育研究的影响和建议。
