"The story of entertainment-education (EE) is that of a highly successful communication strategy that has achieved global recognition as a useful and effective approach to tackling contemporary development challenges. This chapter discusses the observed diversification of the science produced around EE. First, it maps out the practice of EE as documented in peer-reviewed publications, book chapters and unpublished theses completed in the period 2002 to early 2010. The chapter then deconstructs the theoretical elements that inform the practice of EE, guided by a series of questions. By unpacking the ontology of EE, the chapter identifies conceptual and practical shortcomings vis-à-vis the development challenges identified in the studies. The main purpose of the chapter is to establish that social change is a concept embedded in theories of development and change, and in social science theory of, for example, social norms, social capital, and social determinants." (Summary)