Developing Multimedia Social Impact Entertainment Programming on Healthy Ageing for Hispanics in the United States

Abstract

Social impact entertainment programming has roots in the development communication strategy known as entertainment-education. Social impact entertainment programming has gained traction in recent years in the United States, with media studios and corporations now operating social impact divisions and academic centres studying the effects of mass media projects designed to inspire change. There is a gap in the literature, however, of formative research conducted to describe the development and design of these programs. This gap contributes to a lack of information not only to replicate this work, but also a weakness in understanding underlying theoretical mechanisms required to foster positive change across emerging social and behaviour change communication strategies. This article analyses qualitative interviews to understand the creation of a social impact entertainment program on healthy ageing for Hispanics on Univision, the U.S.-based Spanish-language network. Healthy ageing cuts across the sustainable development goals and is a health priority for diverse, global populations as more people are living longer. The study concludes that media professionals were compelled by higher-value inclinations; the process of creating tailored healthy ageing content included strategy and research integration; and materials included television, digital, social media, and community events. Implications for development communication practitioners and scholars are discussed.