Entertainment-Education Behind the Scenes: Case Studies for Theory and Practice

We wrote, “When Your Audience In Your Channel: Facebook for Behavior Change” way back in 2020. It’s pretty amazing how much things have both changed and how much remains the same.

This chapter highlights how Facebook can enable researchers to understand their audiences, why people choose to share content with friends and family and what that means for the kind of health content that works on Facebook. As the primary case study, the chapter describes an online graphic novel about depression called the Black Dog. The chapter highlights research that revealed three key insights on why people share entertainment-education campaigns like the Black Dog on social media.