HEALTH

COMMUNICATI
ON
Part three
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 Definition
The word communication come from
latin word ‘communis’ meaning
make common ground of
understanding, to share
information, ideas or attitude, to
impart, to transmit.
Evert M. Rogers (1993), defined
“communication as the process by
which an idea is transferred from a
source to a receiver with intent to
change his/her behavior.
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 Cont----
Is a process by which information
is exchanged between individuals
through a common system of
symbols, signs, or behavior.
Any verbal or non-verbal behavior
that is perceived by another
person.
It’s the process by which the
sender/ source reaches the
receiver/ destination with thoughts,
ideas, feelings, facts & values
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 Health communication
Is the art and technique of
informing, influencing, and
motivating individuals,
institutions, and large public
audiences about important
health issues based on sound
scientific and ethical
consideration
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 Effective Communication
The successful exchange of
information between individuals.
when the receiver interprets the
sender’s message in the same way
the sender intended it.
Successful communication
Is said to be accomplished when
the receiver not only receives the
message but also accept, interpret
and use it in the manner intended
by the source
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 Effective
communicator
An effective communicator is
successful in establishing an
active two-way link with
another individual or group.

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Use of Communication

*
 cont---
Communicate new laws and
policies to the public
Raise public awareness of issues
in order to mobilize community
participation.
Develop community action on
health issues.
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 Components of communication
process

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 A-Source (Encoder):
This is the originator of message, which
can be an individual or groups; or it can
also be institution or organization
He should communicate his message in
the way that a message easily
understood by the receiver
He should arrange his/her ideas in such
a manner that he organizes his
message for the benefit of the receiver.

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 Characteristics of effective
communicator

1. He/she should be knowledgeable and

fully conversant with the subject
under
discussion.
2. He/she should have reliability before
sincerity, honesty and intellectual
capability.

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 Cont---
3. The communicator need to have
proper communication skill and
should have skill in selecting and
using the channel.
4. The communicator should have
proper attitude towards the
receiver and the subject matter.
5. Feedback should be ensured.

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 B-Message
This is the idea that is
communicated
Mostly expressed in the form of
language or symbols.
 It causes a response to occur
instead of this called as a stimulus.

Characteristics of good message

1.It should be need-based and timely
and
13 appropriate or relevant. 12/13/24
14
 Effect
Change in receiver's attitude,
knowledge and practice.
Feed back
The final result we get from the
receiver, it can be positive or negative
Feed back is not necessarily in written
language

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 Types of Communication
1. One-way communication
Sender  message  Channel  Receiver.

This is a linear type of communication in which

information flows from the source to the
receiver
There is no input (feed back) from the receiver
The model is best used when the message is
simple and needs to be communicated quickly .
There is no opportunity to clear up
misunderstanding and meaning is controlled by
the receiver.

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 Advantages

- Faster participation audience

Disadvantages
 Little attention
No feed back
 Does not influence behavior

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 2. Two-way
communication

As the message is more complex,

two way communication becomes
essential.
Information flows from the
source to the receiver and back
from the receiver to the source
The message is controlled by the
sender
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 Advantages
-More audience participation
- Learning is more
democratic
- feed back is possible
-Influence behavior change
Disadvantages
- Time taking
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 Factors that increase
attraction during
communications fall in to
two main groups
A. Physical characteristics that attract
attention include
 Size e.g. size of the whole poster
 Intensity –bald reading in a sentence
 High pitched sounds e.g. police
sirens
 Color-primary colors such as red and
yellow
 Pictures-photographs and drawing
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 B. Motivational characteristics
 Novelty-an unusual
features, unfamiliar and
surprising objects
 Interest-felt needs of
audience
 Entertainment and humor

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 Stage 3: Understanding the
message
(perception)
 Two person hear the same thing but
they might interpret (understand)
differently
This may be due to
 When complex language will be used
 When unfamiliar technical words are
used
 When too much information is
bumped at one time

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 Stage 4: Promoting change
(acceptance)
A communication should not only
be received & understood; it
should be believed & accepted.
It is easier to change beliefs
when they have been acquired
only recently and when its effects
can be easily demonstrated.

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 Common examples of
communication failure
 Walking past the poster
without
bothering to look at it.
 Not paying attention to the
health talk or
demonstration at the clinic.
Turning off the radio
programme or switching
over.
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 Stage 5: Producing a change
in
behavior
For a change in behavior to
occur the target of the
communication should lies
towards change in behavior
The enabling factor should be
fulfilled
Peer, family assistance will be
necessary
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 Stage 6: Improvement in
health.
Improvements in health will only take
place if the behaviors have been
carefully selected so that they really
do influence health
If your messages are based on
outdated & incorrect ideas, people
could follow your advice but their
health would not improve
In short, for improvement of health
appropriate information is mandatory

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 A. Methods of communication
There are four methods of
communication. These are :-
1. Intrapersonal
communication

2. Interpersonal
communication

3. Group communication

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 Methods of communication…
1.Intrapersonal Communication
 It is language use or thought ideas
attitude internal to the communicator.

 It is the active internal involvement of

the individual in symbolic processing of
messages.

 It can be useful to envision

intrapersonal communication occurring
in the mind of the individual in a model
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which contains a sender, receiver,12/13/24
and
feedback loop.
 Methods of communication…

Intrapersonal communication can

encompass:

Day-dreaming

Night-time dreaming, including and

especially lucid dreaming

Speaking aloud (talking to oneself)

Writing (by hand, or with a word

processor, etc.) one's thoughts or
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observations 12/13/24
 Intrapersonal communication Cont….
Making gestures while thinking

Sense-making e.g. interpreting

maps, texts, signs, and symbols

Interpreting non-verbal
communication e.g. gestures, eye
contact

Communication between body parts;

e.g. "My stomach is telling me it's
time for lunch."
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 Methods of communication…
2. Interpersonal Communication

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 Interpersonal Communication cont….

It is defined by communication

scholars in numerous ways,

 usually describing participants

who are dependent upon one
another and have a shared history.

Although it can encompass oral,

written, and nonverbal forms
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 Interpersonal Communication cont….

It takes place between two or

more individuals on a personal,
face-to-face level.
Has either one-way or two-way
style
Has direct & indirect
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communication channels 12/13/24
 Interpersonal Communication cont….

Advantages:
1. The transmitter speaks the receiver
listens; then the receiver speaks, the
transmitter listens; they both interact
with each other.
2. Questions can be asked and answered,
facts can be stated definitely and
specifically.
3. Multi-channel effect of personal
communication.
4. Useful in all stages of adoption of
innovations.
5. Useful when topic is a taboo or
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 Interpersonal Communication cont….

Disadvantages :

1. The fact that it calls for the use of

many languages;

2. Requires personal status;

3. Needs professional preparation and

knowledge.
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 Methods of communication…
3. Group communication

 Group communication is a face-to-face

communication with several other people.

 The members they have a common

interest & work together for a common
goal.

 Groups have an impact on decision

making.
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 Group communication cont…

Small-group communication refers to the

nature of communication that occurs in
groups that are between 3 and 12 to 20
individuals .

Small group communication generally takes

place in a context that mixes interpersonal
communication interactions with social
clustering.

Its draw back is, large groups tend to be

dominated by one or two members to the
detriment of the others. 12/13/24
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 Methods of communication…
4. Mass Communication
 It represents the creation and
sending of a homogeneous message
to a large heterogeneous audience
through the media.
 It studies the uses and effects of the
media by many as opposed to the
study of human interaction as in
other communication contexts.
 The units of analysis for mass
communication are the messages,
the mediums, and the audience.
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 Mass Communication cont …

It covers a wide area, comprising of closely

related fields of advertisement,
communication and public relations.

The aim of mass communication in health

education is to create awareness of a
problem, to transmit knowledge, to set and
change norms, and if possible to offer
alternative of behaviour.

 Mass communication is one sided .

Mass communication lacks direct contact.

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 Mass Communication cont …

Advantages of a mass media:

1. They can reach many people quickly.

2. Mostly they are believable if the sources

are very credible and obtained from highly
respected person.

3. They can provide continuing reminders

and reinforcement.
Example: promotion of breast-feeding,
repeated Radio and TV messages are
important reminders.
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 Mass Communication cont …

disadvantages of mass media :

a. Mass communication may create

anxiety or insecurity when
contradictory messages is
transmitted.

b. The fact that "others", in large

numbers, are exposed to the same
appeal may create a sort of "this
doesn't concern me" type of attitude.
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 Mass Communication cont …
key principles in achieving successful mass
communication.

1. Clear definition of objectives

2. Co-ordination of the activities

3. Continuous evaluation and feedback.

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