Testing the effectiveness of an education-entertainment health-focused soap opera: Exposure and post-discussion in Colombian young adults

Entertainment-Education interventions were evaluated using quantitative and qualitative methodologies to assess what specific variables may make more effective the communication strategy. Variables including length of the Entertainment-Education serial drama and the post-viewing discussion sessions in their relation to cognitive, attitudinal and behavioral intentional outcomes were examined using experimental design and focus group discussions. It was predicted that the length of the Entertainment-Education serial drama would impact the quality of the intervention. Likewise, it was predicted that the post-viewing discussion sessions would improve the quality of the intervention. It was concluded that the length of the Education-Entertainment serial drama did not produce significant change in the overall efficacy of the intervention. However, the post-viewing discussion sessions when incorporated with the E-E drama series or telenovela did produce significant change in regards to cognitive, attitudinal and behavioral outcomes of the Entertainment-Education intervention. Implication of the findings for future Entertainment-Education interventions and recommendations for further study are enclosed