Title: Entertainment-education: storytelling for the greater, greener good

Authors: Julia-Lena Reinermann; Sarah Lubjuhn; Martine Bouman; Arvind Singhal

Addresses: Institute for Communication Science, Faculty of Humanities, University of Duisburg-Essen, Universitätsstraße 15, 45117 Essen, Germany ' Center for Media and Health, Peperstraat 35, 2801 RD Gouda, The Netherlands ' Center for Media and Health, Peperstraat 35, 2801 RD Gouda, The Netherlands ' Department Of Communication, The University Of Texas at El Paso, El Paso, TX 79968, USA

Abstract: Can mass-mediated storytelling inspire sustainable practices for the greater public good? Can positive media models be portrayed that uphold sustainability principles? These are challenging questions for the transdisciplinary field of sustainability communication. The present article argues that the Entertainment-Education (E-E) communication strategy represents an engaging and innovative approach in sustainability communication. We note the urgent need for more sustainable lifestyles and highlight the role which the E-E strategy can play in this public endeavour. We describe the E-E strategy and its theoretical foundations, including E-E effects and collaboration research. In addition, we provide examples of several E-E interventions for sustainability. We conclude by raising ethical considerations and the implications that E-E holds for the greater, greener public good.

Keywords: sustainability communication; sustainable lifestyles; entertainment education strategy; drama series; effect research; collaboration research; mass mediated storytelling; climate change; media ethics; environmental sustainability; sustainable development; mass media; public good; ethical considerations.

DOI: 10.1504/IJSD.2014.061781

International Journal of Sustainable Development, 2014 Vol.17 No.2, pp.176 - 191

Received: 22 Feb 2012
Accepted: 23 May 2013
Published online: 30 Jun 2014 *

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