Harnessing the potential of entertainment-education telenovelas

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Abstract
The enormous economic, political and social problems of the developing world call for creating effective, equitable, and socially responsible mass media programs that will solve human problems and benefit society. The present article investigates the use of the entertainment-education strategy in mass communication, especially focusing on the potential of telenovelas in addressing problems of national development. We trace the diffusion of the entertainment-education telenovelas from Mexico to other developing countries, and distill the lessons learned to date about the conditions (for instance, the physical and human resources) needed in a country to successfully design and implement the entertainment-education strategy.

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