Does entertainment-education work with Latinos in the United States? Identification and the effects of a telenovela breast cancer storyline.
This article examines the proposition that a popular form of entertainment, the telenovela, can educate Spanish-speaking viewers in the United States if accurate health information is presented in a dramatic, narrative format. Health professionals consulted on a breast cancer storyline in a Spanish-language telenovela, Ladrón de Corazones, and the impact on viewers' knowledge and behavioral intentions were assessed using three methods. First, an analysis of call attempts to 1-800-4-CANCER demonstrated a significant increase in calls when a PSA featuring the number aired during the program. Second, a nationwide telephone survey indicated that viewers, especially those who identify with Spanish-language television characters, gained specific knowledge from viewing the story and that male viewers were significantly more likely to recommend that women have a mammogram. Third, these trends were confirmed and further explored using focus groups of Ladrón viewers. Implications for educating viewers using dramatic serials in the United States are discussed.
Wilkin
Holley A
HA
Department of Communication, Georgia State University, Atlanta, Georgia 30302-4000, USA. hwilkin@gsu.edu
Valente
Thomas W
TW
Murphy
Sheila
S
Cody
Michael J
MJ
Huang
Grace
G
Beck
Vicki
V
D001943:Breast Neoplasms; D005260:Female; D017144:Focus Groups; D006266:Health Education; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006306:Health Surveys; D006630:Hispanic or Latino; D006801:Humans; D008327:Mammography; D015397:Program Evaluation; D040241:Social Marketing; D013690:Television; D014481:United States