Farr A.C., Witte K., Jarato K., Menard T.
Department of Communication, North Carolina State University, Raleigh, NC, United States; Center for Communication Programs, Johns Hopkins University, Baltimore, MD, United States; Development Studies Associates, Addis Ababa, Ethiopia; Michigan State University, East Lansing, MI, United States; Department of Communication, North Carolina State University, 201K Winston Hall, Raleigh, NC 27695-8104, United States
Farr, A.C., Department of Communication, North Carolina State University, Raleigh, NC, United States, Department of Communication, North Carolina State University, 201K Winston Hall, Raleigh, NC 27695-8104, United States; Witte, K., Center for Communication Programs, Johns Hopkins University, Baltimore, MD, United States; Jarato, K., Development Studies Associates, Addis Ababa, Ethiopia; Menard, T., Michigan State University, East Lansing, MI, United States
An effective vehicle to change behaviors is entertainment education. To demonstrate entertainment education effects, researchers must first indicate that participants have been exposed to their program. Exposure to effective programs has been associated with increases in knowledge about program topics, attitude change, and self-efficacious perceptions. The purpose of this study was to develop and test a new exposure technique that accurately and precisely determines direct exposure levels to Ethiopia's Journey of Life. Overall, the study found very high listenership, storyline recall, liking of the program, and strong desire to change behavior while maintaining low error rates in terms of verbatim recall of storylines and reported listener ship to a fictitious program. Copyright © Taylor & Francis Inc.
accuracy; adult; article; controlled study; error; Ethiopia; female; health education; human; male; mass medium; recall; television; Acquired Immunodeficiency Syndrome; Adult; Ethiopia; Female; Health Behavior; Health Education; Health Knowledge, Attitudes, Practice; Humans; Male; Mental Recall; Radio; Television