Communication Infrastructure Theory and Entertainment-Education: An Integrative Model for Health Communication

This article suggests a hybrid model for entertainment-education, where the integrated activation of communication channels across different levels of influence can increase the reach and effectiveness of entertainment-education campaigns. The synergy between communication infrastructure theory (CIT) and entertainment-education offers a systematic, integrated and collaborative approach to augment campaign exposure, and represents a promising way to reach at-risk communities with critical health messages. By taking advantage of micro-, meso- and macrolevel opportunities to improve campaign reach, as described in this model, entertainment-education producers can capitalize on the interconnected storytelling network upon which their target communities rely for the fulfillment of their everyday goals.