Review of Journalism & Mass Communication

Entertainment-Education Media Strategies for Social Change: Opportunities and Emerging Trends
Dr. Malik Zahra Khalid, Dr. Aaliya Ahmed

Abstract
Since 1970’s it was insisted that the mass media could play a greater role for development by providing technical information about development problems and possibilities, and about appropriate innovations, in answer to local requests and by circulating information on the self-development problems so that other such groups may profit from other’s experience and perhaps be challenged to achieve a similar performance. More recently a major movement to combine media and social change has emerged. Many countries are plagued with problems such as disease, particularly HIV/AIDS, hunger, illiteracy, poor family planning, domestic violence, poverty, etc. To combat these major issues several countries have turned to various media to teach the public different ways of conducting themselves in order to bring about the changes that are needed to improve their society. The purpose of this paper is to understand the effects of entertainment-education strategy. This paper investigates the basic tenets of the entertainment education communication strategy, including its historical roots and recent applications in the developing countries like Tanzania, South Africa and India by looking at some of the case studies that were conducted in the developing world.

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