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We test the effectiveness of an entertainment education TV series, MTV Shuga, aimed at providing information and changing attitudes and behaviors related to HIV/AIDS. Using a simple model we show that "edutainment" can work through an individual or a social channel. We conducted a randomized...
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This paper tests the effectiveness of an entertainment education television series, MTV Shuga, aimed at providing information and changing attitudes and behaviors related to HIV/AIDS. Using a simple model, the paper shows that ?edutainment? can work through an individual or a social channel....
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