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An Integrative Model of Entertainment-Education Processes and Outcomes
Unformatted Document Text:  EE theory, 5 especially important, because it will make the characters and their situations more believable and thus increase the audience member’s chances of identifying with and empathizing with the characters. While we recognize the importance of E-E programs being culturally specific, in cultures that are very similar to each other, e.g. South Asian cultures and Latin-American cultures there is a possibility of content transferability. Alcalay, et al. (1999) designed cardiovascular disease prevention project for a Latino community. The goal of the project was to design a culturally appropriate program that increased awareness, knowledge and promoted a heart-healthy life style. Another equally important goal of the project was cultural transferability: designing a program that would be culturally appropriate for Latino communities around the United States (Alcalay, et al., 1999). Despite the attempt to achieve cultural transferability, the success of this particular campaign among other things was attributed to “messages that were culturally appropriate and that reflected the lifestyles of Latinos” (p. 377), and the use of social psychological theories in developing the characters (Alcalay et al 1999). Attraction to programs is also influenced by personality traits. Personality traits such as need for cognitive activities, responsiveness to the program and psychological characteristics also determine the success of the E-E program (Weaver, 2000; Oliver, 2002). Some individuals may be high on the need to engage in cognitive activity; these individuals do not just engage in entertainment to distract themselves or to seek sensation, they “seek out experiences or stimuli that have the potential to elicit high levels of arousal” (Zuckerman, 1979). Second, psychological traits such as neuroticism, psychoticism, shyness, aggressiveness, optimism, pessimism, Machiavellianism, (Eysenck, 1990) affect the preference for a particular genre of entertainment (Weaver, 2000). Enjoyment of a particular genre shapes attention and involvement with characters and plot and, consequently, persuasion. Therefore it is important for E-E program

Authors: Wilkin, Holley. and Fernandes, Sangeeta.
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EE theory,
5
especially important, because it will make the characters and their situations more believable and
thus increase the audience member’s chances of identifying with and empathizing with the
characters. While we recognize the importance of E-E programs being culturally specific, in
cultures that are very similar to each other, e.g. South Asian cultures and Latin-American
cultures there is a possibility of content transferability. Alcalay, et al. (1999) designed
cardiovascular disease prevention project for a Latino community. The goal of the project was to
design a culturally appropriate program that increased awareness, knowledge and promoted a
heart-healthy life style. Another equally important goal of the project was cultural transferability:
designing a program that would be culturally appropriate for Latino communities around the
United States (Alcalay, et al., 1999). Despite the attempt to achieve cultural transferability, the
success of this particular campaign among other things was attributed to “messages that were
culturally appropriate and that reflected the lifestyles of Latinos” (p. 377), and the use of social
psychological theories in developing the characters (Alcalay et al 1999).
Attraction to programs is also influenced by personality traits. Personality traits such as
need for cognitive activities, responsiveness to the program and psychological characteristics
also determine the success of the E-E program (Weaver, 2000; Oliver, 2002). Some individuals
may be high on the need to engage in cognitive activity; these individuals do not just engage in
entertainment to distract themselves or to seek sensation, they “seek out experiences or stimuli
that have the potential to elicit high levels of arousal” (Zuckerman, 1979).
Second, psychological
traits such as neuroticism, psychoticism, shyness, aggressiveness, optimism, pessimism,
Machiavellianism, (Eysenck, 1990) affect the preference for a particular genre of entertainment
(Weaver, 2000). Enjoyment of a particular genre shapes attention and involvement with
characters and plot and, consequently, persuasion. Therefore it is important for E-E program


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