Education Commons^™

Entertainment-Education Videos As A Persuasive Tool In The Substance Use Prevention Intervention "Keepin' It Real", Youngju Shin, Michelle Miller-Day, Michael L. Hecht, Janice L. Krieger

Communication Faculty Articles and Research

Based on social cognitive theory and narrative engagement theory, the current study examined hypothesized indirect effects of engagement with keepin’ it REAL (kiR) curriculum entertainment–education (E–E) videos on youth alcohol use via youth drug offer refusal efficacy. Students in 7th grade (N = 1,464) at 25 public schools in two Midwestern states were randomly assigned to one of the two versions of the kiR curriculum, the kiR urban version and the kiR rural version. Each version had their own set of five culturally-grounded E–E videos depicting communicative skills to refuse drug offers. Differential effects for engagement components …