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An Integrative Model of Entertainment-Education Processes and Outcomes
Unformatted Document Text:  EE theory, 20 persuasive communication in health campaigns and especially E-E programs depends primarily on creating successful vicarious experiences and secondarily on presenting successful verbal persuasions. Self-efficacious beliefs can lead to changes in an individual’s behavior. For example, a viewer can “learn specific activities like breast self-examination, how to tell her husband about her illness, how to seek out information about possible treatments, and how to cope with a mastectomy in terms of her own self-image and sexuality” through media scripts (Harris, 1989, p. 33). Beck and Lund (1981) found that patient’s beliefs in their efficacy to stick to required routines were a good predictor of whether they would adopt preventive behavior (Bandura, 1997, p.280). Another type of efficacy is needed when trying to make behavior changes at the group, community, or societal level. Collective efficacy is a “groups shared belief in its conjoint capabilities to organize and execute the courses of action required to produce given levels of attainment” (Bandura, 1997, p.477) and the product of the interactive and coordinative dynamics of its members (Bandura, 1997). This implies that people, who realize that they have shared interests, will enlist supporters and resources to execute collective action and protect themselves against foreseeable setbacks and discouragement (Bandura, 1995). This component is vital in E- E programs, which for the most part focuses on changing collective behavior rather than isolated individual behavior (Sood, 2002). DESIRED ATTITUDE AND BEHAVIOR CHANGES We have thus far provided a description of the components that we consider essential for a successful E-E program. We then traced the path of attitude change and persuasion based on these components (see figure 1.1). Once the target audience is attracted to the program, based on

Authors: Wilkin, Holley. and Fernandes, Sangeeta.
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EE theory,
20
persuasive communication in health campaigns and especially E-E programs depends primarily
on creating successful vicarious experiences and secondarily on presenting successful verbal
persuasions. Self-efficacious beliefs can lead to changes in an individual’s behavior. For
example, a viewer can “learn specific activities like breast self-examination, how to tell her
husband about her illness, how to seek out information about possible treatments, and how to
cope with a mastectomy in terms of her own self-image and sexuality” through media scripts
(Harris, 1989, p. 33). Beck and Lund (1981) found that patient’s beliefs in their efficacy to stick
to required routines were a good predictor of whether they would adopt preventive behavior
(Bandura, 1997, p.280).
Another type of efficacy is needed when trying to make behavior changes at the group,
community, or societal level. Collective efficacy is a “groups shared belief in its conjoint
capabilities to organize and execute the courses of action required to produce given levels of
attainment” (Bandura, 1997,
p.477) and the product of the interactive and coordinative dynamics
of its members (Bandura, 1997). This implies that people, who realize that they have shared
interests, will enlist supporters and resources to execute collective action and protect themselves
against foreseeable setbacks and discouragement (Bandura, 1995). This component is vital in E-
E programs, which for the most part focuses on changing collective behavior rather than isolated
individual behavior (Sood, 2002).
DESIRED ATTITUDE AND BEHAVIOR CHANGES
We have thus far provided a description of the components that we consider essential for
a successful E-E program. We then traced the path of attitude change and persuasion based on
these components (see figure 1.1). Once the target audience is attracted to the program, based on


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