Volume index - Journal index - Article index - Map ---- Back

Comunicar Journal 26: Communication for Health (Vol. 13 - 2006)

Communication for health and AIDS: An educative-entertaining approach


Juan-José Igartua-Perosanz


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.


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

PDF file in Spanish


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

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

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

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

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

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

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.

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

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

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.

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