Broadcasting New Behavioral Norms: Theories Underlying the Entertainment-Education Method

Living reference work entry


The effectiveness of entertainment-education (EE) has been demonstrated time and again in numerous settings to address myriad issues. However, it is still not clear exactly what contributions each of the different theories within the entertainment-education approach make to the achievement of such significant results. The current chapter reviews the theories underlying a specific approach to entertainment-education, referred to as the PMC methodology. The PMC methodology is based on the Sabido methodology, pioneered by Miguel Sabido of Mexico.


Entertainment-education Social and behavioral change communication Behavior change Theories 


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Authors and Affiliations

  1. 1.International ProgramsPopulation Media CenterSouth BurlingtonUSA

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