The use of entertainment television programs for promoting prosocial messages

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Abstract
The role of entertainment television in development communication has recently attracted the attention of a number of communication scholars and policy planners. Historically this subject has received little attention; most research on the use of television for development focuses on the effects of educational programs designed to disseminate knowledge and information. Audience exposure to entertainment television programs worldwide is rapidly increasing, and several nations are infusing prosocial messages within the content of entertainment television programs to promote development. The present article provides a succinct history of the prosocial uses of entertainment television programs and discusses eight important implications regarding the use of entertainment television programs for development in the Third World.