Publications
Publication details [#44610]
Dutta-Bergman, Mohan J. 2006. A Formative Approach to Strategic Message Targeting Through Soap Operas: Using Selective Processing Theories. Journal of Health Communication 19 (1) : 11–18. 
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
Erlbaum
Annotation
This paper discusses US strategic media planning and message construction guidelines for the use of soap operas as tools for reinforcing or introducing positive health behaviors in the health oriented segment.