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A children's entertainment-education program in Macau : the case of the "New Generation of Integrity" by CCAC

English Abstract

Entertainment-education programs are often used in governmental departments in Macau to convey educational messages to children in their early years. This study analyzes ―New Generation of Integrity – An Educational Program on Honesty for Primary Students‘‘ (the ―Honest New Generation‖ program for short), which is created and implemented by the Community Relations Department of the Commissioner Against Corruption (CCAC). The program aims at cultivating integrity among school children in Macau. The study describes how the Honest New Generation program adopts a storytelling strategy to make it both entertaining and educational. It also investigates the educational tactics used in the implementation of the program. Case study and content analysis methodologies are used for this purpose. In addition, to better understand the process of implementation of the program, in-depth interviews with the key program officers are drawn upon. Although the program has not achieved the rigor of a research-based, theory-informed entertainment-education program in the academic literature, as a long-running, popular program it certainly has innovative features and intrinsic merits that are significant enough for sharing with the academic community and the community of practice in general. In contrast to entertainment education delivered via the traditional mass media, this includes storytelling through puppet shows combined with interactive discussions, ensuring that the educational content can be delivered effectively. The study evaluates the program and points to some better ways to design and implement moral-education-related entertainment-education programs in the future.

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Chang, Hou Ian


Faculty of Social Sciences


Department of Communication




Social justice -- Study and teaching

Integrity -- Study and teaching

Honesty -- Study and teaching


Li, Ying

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