Theoretical Approaches to Entertainment Education Campaigns: A Subaltern Critique

Abstract

Entertainment education (E-E) is one of the most widely discussed areas in current scholarship on international health communication. In fact, much of the health communication scholarship has been historically dominated by E-E efforts directed at subaltern spaces. This article applies a subaltern studies perspective to interrogate the location of agency of the subaltern participant in the dominant E-E discourse. Based on a critical approach to E-E, the article offers points of departure for studying health communication in subaltern spaces. Subaltern voices point toward alternative definitions of problems beyond the narrow realm of problems defined by the core actors in E-E. Finally, alternative positions are suggested for applying participatory communication in engaging with subaltern participants for problem definition and solution development.