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East Los High:Transmedia edutainment to promote the sexual and reproductive health of young Latina/o Americans

Author

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  • Wang, H.
  • Singhal, A.

Abstract

Latina/o Americans are at high risk for sexually transmitted infections and adolescent pregnancies. Needed urgently are innovative health promotion approaches that are engaging and culturally sensitive. East Los High is a transmedia edutainment program aimed at young Latina/o Americans. It embeds educational messages in entertainment narratives across digital platforms to promote sexual and reproductive health. We employed online analytics tracking (2013-2014), an online viewer survey (2013), and a laboratory experiment (El Paso, TX, 2014) for season 1 program evaluation. We found that East Los High had a wide audience reach, strong viewer engagement, and a positive cognitive, emotional, and social impact on sexual and reproductive health communication and education. Culturally sensitive transmedia edutainment programs are a promising health promotion strategy for minority populations and warrant further investigation.

Suggested Citation

  • Wang, H. & Singhal, A., 2016. "East Los High:Transmedia edutainment to promote the sexual and reproductive health of young Latina/o Americans," American Journal of Public Health, American Public Health Association, vol. 106(6), pages 1002-1010.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2016.303072_7
    DOI: 10.2105/AJPH.2016.303072
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    Cited by:

    1. Victor Orozco-Olvera & Fuyuan Shen & Lucie Cluver, 2019. "The effectiveness of using entertainment education narratives to promote safer sexual behaviors of youth: A meta-analysis, 1985-2017," PLOS ONE, Public Library of Science, vol. 14(2), pages 1-14, February.
    2. Donati,Dante & Orozco Olvera,Victor Hugo & Rao,Nandan Mark, 2022. "Using Social Media to Change Gender Norms : An Experiment within Facebook Messenger in India," Policy Research Working Paper Series 10199, The World Bank.

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