Entertainment-Education and Strategic Communication: A Case Study of Sesame Workshop's “Talk, Listen, Connect” Initiative for Military Families

Abstract

The Sesame Street Talk, Listen, Connect (TLC) initiative is a multimedia example of Entertainment-Education that leveraged the popular Sesame Street platform to deliver key information to military families about how to communicate with children about feelings related to deployment and homecomings, and other tough issues related to military life. This paper is organized as an in-depth case study of the TLC initiative, including interviews with key program developers. The research analyzes the TLC initiative as an exemplar of Entertainment-Education, and compares this example of Entertainment-Education to a strategic communication model. Known and accepted models of strategic communication that appear widely in the literature were referenced. To develop an Entertainment-Education model, a review of the relevant literature was conducted and social cognitive theory, elaboration likelihood model and diffusion of innovation theory were employed as foundational theoretical frameworks. Recommendations for future research on Entertainment-Education as a type of strategic communication are included.