title: Addressing media stigma for people experiencing mental illness using an entertainment-education strategy.
abstract: This study examines the effects of Entertainment-Education strategy on knowledge acquisition about schizophrenia and stigma reduction, using pretest posttest control group and 2 X 3 (advocate's perspective X message style) between-subjects factorial design. Participants watched an accurate and empathetic movie portrayal of schizophrenia, followed by an educational trailer. Participants (N= 165) were randomly assigned to one of eight conditions (six manipulated conditions, control, a group who watched a trailer prior to the movie). Results showed that viewing an accurate and empathetic movie portrayal increased knowledge. The educational trailer increased not only knowledge acquisition but influenced stigma reduction. Structural equation modeling analysis revealed that entertainment and educational value of the movie mediated stigma reduction. Implications of this study to the mental health research and the design of Entertainment-Education contents are discussed.
authors.affiliation: Annenburg School for Communication, University of Southern California, Los Angeles, CA 90089, USA. ritterfe@usc.edu
authors.forename: Ute
authors.initials: U
authors.lastname: Ritterfeld
authors.forename: Seung-A
authors.initials: SA
authors.lastname: Jin
mesh_terms: D000704:Analysis of Variance; D035841:Behavioral Research; D003146:Communications Media; D004644:Emotions / Q000502:physiology; D004645:Empathy; D005260:Female; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D009040:Motion Pictures; D011287:Prejudice; D012559:Schizophrenia; D012919:Social Behavior; D012938:Social Perception; D013240:Stereotyping; D013334:Students / Q000523:psychology; D011795:Surveys and Questionnaires