Health, campaigns, entertainment, education, AIDS, sexual behaviour, persuasion


This paper reviews the current state of the impact of entertainment-education contributions for AIDS prevention. Traditional information campaigns are being replaced by interventions based on narrative formats which merge entertainment with an educational content. The success of such interventions depends on the ability of the narrative formats to stimulate parasocial interaction and emotional involvement. It is also stated that one of the key factors to success is to promote discussion.


BASABE, N. y OTROS (1996): El desafío social del SIDA. Madrid, Fundamentos.

Link Google Scholar

BOSTER, F.J. y MONGEAU, P. (1984): «Fear-arousing persuasive messages», en BOSTROM, R. (Ed.): Communication yearbook, 8. Beverly Hills, CA, Sage; 330-375.

Link Google Scholar

BRINSON, S.L. y BROWN, M.H. (1997): «The AIDS risk narrative in the 1994 CDC campaign», en Journal of Health Communication, 2 (2); 101-112.

Link Google Scholar

FLORA, J.A. y MAIBACH, E.W. (1990): «Cognitive responses to AIDS information. The effects of issue involvement and message appeal », en Communication Research, 17 (6); 759-774.

Link Google Scholar

FREIMUTH, V.S. (1992): «Theoretical foundations of AIDS media campaigns», en EDGAR, T.; FITZPATRICK, M. y FREIMUTH, V. (Eds.): AIDS. A communication perspective. Hillsdale, NJ, Lawrence Erlbaum Associates; 91-110.

Link Google Scholar

FREIMUTH, V.S. y OTROS (1990): «Reaching those at risk. A content-analytic study of AIDS PSA», en Communication Research, 17 (6); 775-791.

Link Google Scholar

GERBNER, G.; GROSS, L.; MORGAN, M.; SIGNORIELLI, N. y SHANAHAN, J. (2002): «Growing up with television: cultivation processes», en BRYANT, J. y ZILLMANN, D. (Comps.): Media effects. Advances in theory and research Mahwah. NJ, Lawrence Erlbaum; 43-68.

Link Google Scholar

IGARTUA, J.J. (1999): Evaluación de los efectos persuasivos de las campañas de información sobre VIH/SIDA. Sociedad Española Interdisciplinaria del SIDA, 10 (4); 156-158.

Link Google Scholar

IGARTUA, J.J. y LOPES, O. (2002): «La prevención del SIDA mediante cortos de ficción. Una investigación experimental», en Zer, Revista de Estudios de Comunicación, 13; 115-131.

Link Google Scholar

IGARTUA, J.J.; CHENG, L. y LOPES, O. (2003): «To think or not to think: two pathways towards persuasion by short films on AIDS prevention», en Journal of Health Communication, 8 (6); 513-528.

Link Google Scholar

KELLAR-GUENTHER, Y. (1999): «The power of romance: changing the focus of AIDS education messages», en ELWOOD, W. (Ed.): Power in the blood. A handbook on AIDS, politics and communication. Mahwah, NJ, Lawrence Erlbaum; 215-229.

Link Google Scholar

MOHAMMED, S. (2001): «Personal communication networks and the effects of an entertainment-education radio soap opera in Tanzania», en Journal of Health Communication, 6 (2); 137-154.

Link Google Scholar

PERLOFF, R.M. (2001): Persuading people to have safer sex. Applications of social science to the AIDS crisis. Mahwah, NJ, Lawrence Erlbaum.

Link Google Scholar

PETTY, R.E. y CACIOPPO, J.T. (1986): Communication and persuasion. Central and peripherical routes to attitude change. Nueva York, Springer-Verlag.

Link Google Scholar

REARDON, K.K. (1989): «Meeting the communication/persuasion challenge of AIDS in workplaces, neighbourhoods, and schools», en Health Communication, 2; 267-270.

Link Google Scholar

SEGÚ, M. y CASBONA, J. (2001): «Epidemiología de la infección por VIH y el SIDA en el planeta: situación actual y tendencias», en BUENO, F. y NÁJERA, R. (Eds.): Salud pública y SIDA. Madrid, Doyma; 129-136.

Link Google Scholar

SINGHAL, A. y ROGERS, E.M. (1999): Entertainment-education. A communication strategy for social change. Mahwah, NJ, Lawrence Erlbaum.

Link Google Scholar

SINGHAL, A. y ROGERS, E.M. (2002): «A theoretical agenda for entertainment- education», en Communication Theory, 12 (2); 117-135.

Link Google Scholar

SNYDER, L.B. y ROUSE, R.A. (1995): «The media can have more than an impersonal impact: the case of AIDS risk perception and behaviour », en Health Communication, 7; 125-145.

Link Google Scholar

VAUGHAN, P.W. y OTROS (2000): «Entertainment-education & HIV/AIDS prevention: a field experiment in Tanzania», en Journal of Health Communication, 5; 81-100.

Link Google Scholar


This work has no financial support


Technical information


Metrics of this article

Views: 23280

Abstract readings: 19652

PDF downloads: 3628

Full metrics of Comunicar 26

Views: 904317

Abstract readings: 766269

PDF downloads: 138048

Cited by

Cites in Web of Science

Currently there are no citations to this document

Cites in Scopus

Currently there are no citations to this document

Cites in Google Scholar

Currently there are no citations to this document


Alternative metrics

How to cite

Igartua-Perosanz, J. (2006). Communication for health and AIDS: An educative-entertaining approach. [Comunicación para la salud y sida: la aproximación educación-entretenimiento]. Comunicar, 26, 35-42.



Oxbridge Publishing House

4 White House Way

B91 1SE Sollihul United Kingdom


Editorial office

Creative Commons

This website uses cookies to obtain statistical data on the navigation of its users. If you continue to browse we consider that you accept its use. +info X