Journal of Health Communication
Volume 20, Issue 12, 2015, Pages 1465-1472

Victor and Erika Webnovela: An Innovative Generation @ Audience Engagement Strategy for Prevention (Article)

Andrade E.L.* , Evans W.D. , Edberg M.C. , Cleary S.D. , Villalba R. , Batista I.C.
  • a Department of Prevention and Community Health, George Washington University, Milken Institute, School of Public Health, 950 New Hampshire Avenue NW, Washington, DC 20052, United States
  • b Department of Prevention and Community Health, George Washington University, Milken Institute, School of Public Health, 950 New Hampshire Avenue NW, Washington, DC 20052, United States
  • c Department of Prevention and Community Health, George Washington University, Milken Institute, School of Public Health, 950 New Hampshire Avenue NW, Washington, DC 20052, United States
  • d Department of Prevention and Community Health, George Washington University, Milken Institute, School of Public Health, 950 New Hampshire Avenue NW, Washington, DC 20052, United States
  • e Maryland Multicultural Youth Centers, Hyattsville, MD, United States
  • f Department of Prevention and Community Health, George Washington University, Milken Institute, School of Public Health, 950 New Hampshire Avenue NW, Washington, DC 20052, United States

Abstract

Entertainment-education (E-E) approaches for young audiences continue to evolve in order to keep stride with younger generations affinity for technology. E-E and novelas have been used with a wide variety of audiences in the United States, in particular hard-to-reach Latino populations, and have demonstrated effectiveness in disseminating culturally relevant prevention information for a wide variety of health-related risk factors and behaviors. This study discusses the formative research and active engagement of Latino youth living in Langley Park, Maryland, for the development and filming of an innovative 6-episode webnovela titled Victor and Erika (V&E). V&E is part of a larger branding strategy of the Adelante Positive Youth Development intervention that seeks to prevent substance abuse, sexual risk, and interpersonal violence among Latino youth; V&E is also an intervention component. The V&E webnovela is a dramatic portrayal of the lives of 2 immigrant Latino teenagers that also disseminates risk prevention messages. The storyline represents the turning the corner (to a better life) theme that underlies the Adelante intervention brand. Formative research was conducted for character development (n = 20) and creative development of the episodes (n = 14). Results of the formative research showed that youth recommended inclusion of the following topics in V&E episodes: sex, unintended pregnancy, fidelity, trust, family dynamics, immigration status, violence, school dropout, respect, home life, and poverty. Detailed character and episode descriptions are provided, and the implications of using the V&E series as a tool for in-person and online engagement of youth and the dissemination of prevention messages are also discussed. © Taylor & Francis Group, LLC.

Author Keywords

[No Keywords available]

Index Keywords

sexual behavior human violence statistics and numerical data Substance-Related Disorders Internet ethnology procedures Hispanic Americans United States Humans psychology Hispanic Adolescent mass communication prevention and control high risk behavior Risk-Taking health education Motion Pictures as Topic movie Diffusion of Innovation
Link
https://www.scopus.com/inward/record.uri?eid=2-s2.0-84947863447&doi=10.1080%2f10810730.2015.1018648&partnerID=40&md5=70f46b1bdf7fec4a2bcfd78940a64dc3
DOI: 10.1080/10810730.2015.1018648
ISSN: 10810730
Cited by: 11
Original Language: English