Media Saturation and Entertainment?Education

Abstract

Entertainment—education initiatives face unique problems in media—saturated countries such as the United States. Five media theories (uses and gratifications, cultivation, agenda setting, knowledge gap, and diffusion of innovations) are reviewed for guidance in creating effects in such environments. Recommendations for entertainment—education initiatives in media—saturated countries are suggested including: reconsideration of the type of effects possible, the use of individual differences to target and effect audiences, consideration of competing social factors in choice of message and sender, and combining efforts of campaigners to create a cultivation—level theme message.