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Soap Operas for Social Change
Toward a Methodology for Entertainment-Education Television
 Series: Media and Society Series
 By Heidi Noel Nariman Foreword by Everett M. Rogers

0-275-94389-5/978-0-275-94389-9

Description
In 1975, the Mexican network Televisa broadcast the first "entertainment-education" soap opera, which was written and produced by Miguel Sabido according to his own theory-based research formula. The soap opera, called "Ven Conmigo" ("Come with Me"), promoted a government-sponsored adult literacy program, and its commercial and social success prompted Televisa to produce, broadcast, and research the audience effects of five other Sabido-designed soaps. Development themes treated in these shows included family planning, women's rights, responsible parenthood, and adolescent sexual education. Each of the six entertainment-education soap operas was exported for broadcast in other Latin American nations and achieved high ratings consistent with the ratings of conventional soaps. Subsequent evaluation research indicated that these educational soaps did successfully increase viewers' awareness and acceptance of their respective messages.

Reviews:
-. . . clear, concise, stimulating. . . she argues persuasively for the use of television to modify socially destructive behaviors. —Choice
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