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This study, analysing an entertainment-education drama's episodes and bulletin board messages about the episodes, explored the relationship between audience involvement and its antecedents. Episode topic and issue controversy were associated with parasocial interaction and reflection as well as behavioural responses (poll participation and message contribution). This study also found the possibility that entertainment-education interventions could be effectively executed by combining old media's entertainment and education function and cyber media's information and discussion forum providing function. Acknowledgments The authors thank Karen M. Lancendorfer of Michigan State University for her assistance. Notes http://lovewar.kbs.co.kr/plan.html http://www.kbs.co.kr/2tv/lovewar/index.htm The episodes and poll results are available online through the programme's website. The 169th episode that broadcast during the lunar new-year holidays was excluded.
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Bae et al. (2004) studied this question.
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