Explaining the effects of narrative in an entertainment television program: overcoming resistance to persuasion.

Research has examined the ability of entertainment-education (E-E) programs to influence behavior across a variety of health and social issues. However, less is known about In recent years, much research has examined the ability of entertainment-education (E-E) television programs to create awareness and change behavior across a variety of health and social issues. Although a good deal of evidence for E-E effects has amassed, less is known about the underlying mechanisms accounting for their effects. Of particular import is the need to understand how entertainment messages might overcome resistance to persuasion-one presumed key to their success. Althoug