COMMONICATION_HEALTH.pptx . Community medicine
- 2. Health Communication Communication • Communication is the process of sharing of ideas, information, knowledge, and experience among people to take action. Communication may take place between one person and another, between an individual and a group or between two groups. Communication facilitates creation of awareness, acceptance and action at individual, group and inter-group level. The process always involves a sender and a receiver regardless of the number of people concerned.
- 3. Types of Communication 1. One-way communication • This is a linear type of communication in which information flows from the source to the receiver. There is no feedback from the receiver. It is commonly used in advertising; the message is designed to persuade the receiver to take action prescribed by the sender.
- 4. Sender Message Channel Receiver One way communication
- 5. 2. Two-way communication • As the message is more complex, two-way communication becomes essential. In this type of communication, information flows from the source to the receiver and back from the receiver to the source. The addition of feedback allows the sender to find out how the message is being received and so it can be monitored and adapted to better suit the receiver’s needs.
- 6. Feed back Sender Message Channel Receiver Complete Communication Model Two way communication
- 7. Components of communication • 1) Source (sender) • Originator of message • Can be from an individual or groups, an institution or organization. • People are exposed to communication from different source but most likely to accept a communication from a person or organization that they trust i.e. has high source credibility.
- 8. • Depending on the community, trust and source credibility may come from: • Personal qualities or actions e.g. a health worker who always comes out to help people at night. • Qualification and training • A person’s natural position in the family or community, e.g. village chief or elder. • The extent to which the source shares characteristics such as culture, education, experiences with the receiver.
- 9. 2) Message • It consists of what is actually communicated including the actual appeals, words, and pictures and sounds that you use to get the ideas across. A message will only be effective if the advice presented is relevant, appropriate, and acceptable and put across in an understandable way.
- 10. 3) Channel • A Channel is a physical means by which message travels from a source to a receiver. The commonest types of channels are verbal, visual, printed materials or combined audio visual and printed materials.
- 11. 4) Receiver (Audience) • The person or a group for whom the communication is intended. • The first step in planning any communication is to consider the intended audience. Before communication, the following characteristics of audiences should be analyzed. • Educational factors • Socio-cultural factors
- 12. 5) Effect and feedback • Effect is the change in receiver’s knowledge, attitude and practice or behavior. • Feedback is the mechanism of assessing what has happened on the receiver after communication has occurred.
- 13. Communication stages • In health adminstration and health promotion we communicate for a special purpose – to promote improvements in health through the modification of the human, social and political factors that influence behaviors. To achieve these objectives, a successful communication must past through several stages:
- 14. SENDER RECEIVER Reaches senses Gain attention Message understood Acceptance /change Behavior change Change in health Communication Stages
- 15. • Stage 1: Reaching the intended audience • Stage 2: Attracting the audience’s attention
- 16. • Stage 3: Understanding the message (perception) • Stage 4: Promoting change (acceptance) • Stage 5: Producing a change in behavior • Stage 6: Improvement in health
- 17. Barriers to Effective Communication • A breakdown can occur at any point in the communication process. Barriers (obstacles) can inhibit communication, resulting in misunderstanding, lack of response or motivation and distortion of the message. This can lead to conflicting of views, insecurity and the inability to make effective decisions. Barriers can also prevent the achievement of project or program goals if we are not aware of them or not prepared for them. •
- 18. • Common barriers to effective communication • Competition for attention (noise) • Language difference and vocabulary use • Age difference • Attitudes and Beliefs • We cannot avoid or overcome all these barriers but we have to find ways of minimizing them.
- 19. • How to overcome barriers of communication The sender must know his/her audience’s: • Background • Age and sex • Social status • Education • Job/work • Interests/problems/needs • Language
- 20. The messages must be: • Timely • Meaningful/relevant • Applicable to the situation
- 21. The audience must remove their own barriers. Members of the audience could be: • The non-listener type – who refuse to listen. • The know-it-all type – who thinks he/she knows the answer to everything. • The impatient type – who is reluctant to sit and jumps to conclusion. • The negative personality – who enjoys saying ‘no’ to everyone.
- 22. • Even if all the barriers have been removed, communication could still be a failure without good presentation. Good presentation requires complete understanding of the subject establishing good relationship with the audience, choosing the right channels or media, proper utilization of the chosen media and using the multimedia approach.
- 23. Characteristics of effective communication • All barriers have been removed. • The proper media has been chosen. • A good presentation has been made. • Two – way communication has been established.