Fostering Reproductive Health Through Entertainment—Education in the Peruvian Amazon: The Social Construction of Bienvenida Salud


  • Beverly Davenport Sypher,

    1. Beverly Davenport Sypher is professor of communication studies at Virginia Tech University. She worked at the University of Kansas when the study was conducted.
    Search for more papers by this author
  • Michelle McKinley,

    1. Michelle McKinley is the director of the Amazonian Peoples' Resources Initiative, a community—based reproductive rights organization promoting women's empowerment and gender equity in Amazonia.
    Search for more papers by this author
  • Samantha Ventsam,

    1. Samantha Ventsam is a doctoral candidate in communication studies at the University of Kansas.
    Search for more papers by this author
  • Eliana Elías Valdeavellano

    1. Eliana Elías Valdeavellano is the Executive Director of Minga—Perú, a health and community development nongovernmental organization in Loreto, Peru.
    Search for more papers by this author


Baseline survey data are integrated into an ethnographic understanding of locally situated knowledge to evaluate how radio entertainment—education regarding reproductive health is socially constructed in the riverine communities of the Peruvian Amazon. Focus group interviews, sustained participant observation, in—depth interviews, letters from radio listeners, and input from trained peer promoters complement the survey data. Employment of culturally sensitive, multiple methods makes findings more intelligible and coherent, provides practical wisdom for action, and heightens awareness of the joint ownership of ethical responsibilities on the part of the researcher and the researched.