Explaining the Persuasive Effects of Entertainment Education Programming: An Empirical Comparison of Three Theories

Authors:

• Emily Moyer-Guse (Ohio State University)
• Robin L. Nabi (Univ of California, Santa Barbara)

Abstract:

This research was designed to test the mechanisms by which entertainment-education television programs influence behavior. To this end, three theoretical models were empirically tested to shed light on the process through which entertainment programs result in persuasive influence. A total of 367 undergraduates participated in a three-wave panel experiment. Participants were randomly assigned to view either an entertainment drama about the complications of teen pregnancy, or a non-narrative news-style program about the same topic. Results demonstrate that existing theory in this area has been too limited, particularly in terms of considering the role of viewers' resistance to persuasive attempts. In general, results suggest that entertainment-education programming may influence viewers by overcoming various types of resistance by masking persuasive intent, fostering parasocial interaction, and identification with characters. Discussion is offered in terms of theoretical and practical implications as well as areas for future research.