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Applying Sabido's entertainment-education serial drama strategy to serve local radio audiences in the United States and Japan

Autor: Yoko Kawamura & Connie Kohler
Revista: Critical Arts: South-North Cultural and Media Studies Nº 27 (1)
Link: http://www.tandfonline.com/doi/abs/10.1080/02560046.2013.766975#.VUDiYSHtlHw

Miguel Sabido's entertainment-education (EE) serial drama strategy has been applied effectively in several developing countries.

However, in media-saturated industrialised countries, the full application of his serial drama strategy and EE practices has been rare, due to a number of challenges.

This article 1) presents the step-by-step processes involved in the design and implementation of two localised EE radio serial drama projects: BodyLove in the State of Alabama in the US and Bay for the Seventeen in Kumamoto, Japan, and 2) discusses the lessons learned from these two cases. Although the two projects were developed and produced in very different local contexts, overarching lessons learned were that collaboration with local stakeholders using a participatory approach is key to project success, and that efforts, resources and creativity are required for evaluating EE mass media programmes in a media-saturated environment.