Summary Our traditional communication methods, with their emphasis on mainly cognitive and rational appeals, prove to be insufficient for target audiences that are low literate. Other, more emotionally appealing and popular communication methods need to be brought into play such as integrating social change issues in entertainment formats in theater, film, music, television, new media, or experience parks. This is known as the Entertainment-Education (EE) strategy. We know from various studies that Entertainment-Education programs can attract large audiences in a way that conventional didactic approaches cannot. Positive effects have been reported on the awareness of, and attitudes toward social change issues. Neil Postman, in 1985, published his polemic book Amusing Ourselves to Death about the corrosive effects of television on our politics and public discourse. While Postman chose a culturally pessimistic view, Dr. Martine Bouman flips the coin and investigates the potential positive role of entertainment media on social change. In her eyes Amusing Ourselves to Health and Happiness, is a promising proposition that deserves a thorough scientific approach. The Special Chair of Entertainment Media and Social Change seeks to effectively reach vulnerable groups in Dutch society and to bridge the realms of media, health and science. By establishing strong collaborative partnerships, all stakeholders can contribute to a healthier society. The Special Chair has been established by the Netherlands Entertainment-Education Foundation. It is part of a broader project MediaLab: Health for all, that has been made possible by a donation from the Friends Lottery in partnership with the Alzheimer Foundation, Kidney Foundation and Heart Foundation.

hdl.handle.net/1765/79844
ERMeCC, Erasmus Research Centre for Media, Communication and Culture, Rotterdam

Bouman, M. (2016, January 22). Amusing Ourselves to Health and Happiness. Retrieved from http://hdl.handle.net/1765/79844