this ppt is related to various modes of communication and the importance of public health

1. Importance of
communication in
public health
Dr. Chirag R Sonkusare
Dr. Aswyn J Kunnungal
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2. Specific
Learning
objectives
1. Introduction
2. Communication process
3. Types of communications
4. Functions of communications
5. Health education
a. Aim
b. Role of health care provider
c. Approach
d. Model
e. Contents
f. Principles
6. Methods of communications
7. Levels of communication
8. Barriers to communication
9. Application of health communication
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3. 1. Introduction
Communication-
• "To the countless ways that humans have of keeping in touch with one another“
• Not mere exchange of information.
• It is a process necessary to pave way for desired changes in human behavior, and
informed individual and community participation to achieve predetermined goals.
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4. 2. The Communication Process
Sender
Message
Channel
Receiver
Feedback
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5. 3. Types of
communication
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6. a. One way
communication
(Didactic method)
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7. b. Two-way
communication
(socratic)
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8. c. Verbal
communication
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9. d. Nonverbal communication
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10. e. Formal and
informal
communication
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11. f. Visual communication
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12. g. Telecommunication and internet
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13. Functions of
health
communications
• Information
• Education
• Motivation
• Persuasion
• Counselling
• Raising morals
• Health development
• Organization
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14. Health
Education
John M Last - "The process by which individuals and groups of people
learn to behave in a manner conducive to the promotion, maintenance or
restoration of health“
National Conference on Preventive Medicine in USA - "Health
education is a process that informs, motivates and helps people to adopt
and maintain healthy practices and lifestyles, advocates environmental
changes as needed to facilitate this goal and conducts professional
training and research to the same end“
Lawrence W Green – “ Any combination of learning opportunities
designed to facilitate voluntary adoption of behaviour which will
improve or maintain health”
Alma Ata - "a process aimed at encouraging people to want to be
healthy, to know how to stay healthy, to do what they can individually
and collectively to maintain health, and to seek help when needed"
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15. Aims
• To encourage people to adopt and sustain health
promoting lifestyle and practices
• To promote the proper use of health services available
to them
• To arouse interest, provide new knowledge, improve
skills and change attitudes in making rational decisions
to solve their own problems
• To stimulate individual and community self-reliance
and participation to achieve health development
through individual and community involvement at
every step from identifying problems to solving them.
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16. Role of
healthcare
providers
provide opportunities for people to learn
how to identify and analyze health and
health related problems, and how to set
their own targets and priorities
Provide
make health and health related information
easily accessible to the community
Make
indicate to the people alternative solutions
for solving the health and health-related
problems they have identified
Indicate
people must have access to proven
preventive measures.
Have
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17. Approach
to health
education
Regulatory approach (Managed
Prevention)
Service approach
Health education approach
Primary health care approach
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18. Models of Health Education
• Medical model
• Motivation model
• Social intervention model
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19. Contents of
Health Education
1. Human biology
2. Nutrition
3. Hygiene
4. Family health
5. Disease prevention
and control
6. Mental health
7. Prevention of
accidents
8. Use of health
services
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20. Principles of Health
Education
1. Credibility
2. Interest
3. Participation
4. Motivation
5. Comprehension
6. Reinforcement
7. Learning by doing
8. Known to unknown
9. Setting an example
10. Good human relations
11. Feedback
12. Leaders
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21. 6.Methods of
communications
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22. Audio-visual Aids
Audio-visual Aids
Auditory Aids Visual Aids
Combined AV aids
Television, sound films
(Cinema), slide- tape
combination
Radio,tape-recorder,
microphones,
amplifiers, earphones
Not requiring projection
Chalk board, poster etc
Requiring projection
Slides, film strips
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23. Individual approach Group approach Mass approach
Health Communication
Personal contact
Home visits
Personal letters
Lectures
Demonstrations
Discussion methods
- Group discussion
- Panel discussion
- Symposium
- Workshop
- Conferences
- Seminars
- Role play
Television
Radio
News paper
Printed material
Direct mailing
Posters
Health museums and
exhibitions
Folk methods
Internet
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24. Individual
Approach
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25. Lecture
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26. Demonstration
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27. Group
Discussion
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28. Panel Discussion
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29. Symposium
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30. Workshop
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31. Role playing
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32. Conference & Seminar
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33. Mass media
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34. 7. Levels of
impact of
communication
• Individual
• Social network
• Organizations
• Community
• Society
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35. Individual
• Most fundamental target for health-related change
• It is individual behaviours that affect health status
• Communication can affect individual’s-
• Awareness
• Knowledge
• Attitudes
• self-efficiency
• Skills for behaviour change.
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36. The social network
• An individual’s relationships and the
groups to which an individual belongs
can have a significant impact on his or
her health.
• Health communication programs can
work to shape the information a group
receives and may attempt to change
communication pattern or content.
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37. The
Organization
• Organizations include formal group with a
defined structure, such as associations, clubs,
and civic groups; worksites, schools, primary
healthcare settings, and retailers
• Organizations can carry health messages to
their membership, provide support for
individual efforts, and make policy changes that
enable individual change.
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38. The
community
• The collective well-being of communities can be
fostered by creating structures and policies that
support healthy lifestyles and by reducing or
eliminating hazards in social and physical
environments.
• Community-level initiatives are planned and led
by organizations and institutions that can
influence health-schools, worksites, healthcare
settings, community groups, and government
agencies.
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39. The society
• Society has many influences on individual behavior, including norms and values, attitudes and
opinions, laws and policies, and the physical, economic, cultural, and information
environments.
• Health communication alone, however, cannot change systemic problems related to health, such as
poverty, environmental degradation, or lack of access to healthcare, but comprehensive health
communication programs should include a systematic exploration of all the factors that contribute
to health and the strategies that could be used to influence these factors.
• Well-designed health communication activities can help individuals better understand their own
and their communities' needs so that they can take appropriate actions to maximize health.
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40. 8. Barriers to communication
Communication is not adequate if the
message the sender wishes to convey is not
identical to what is actually understood by
the receiver.
1. Physical barriers
a) Physiological
b) Psychological
2. Linguistic barriers
3. Cultural barriers
4. Semantic barriers
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41. Physical
barriers
• Physical barriers: Faulty equipment,
surrounding noise, closed doors,
poor lighting, etc. can act as
physical barriers.
• Physiological -difficulties in
hearing, expression, and delivery
of speech
• Psychological -emotional
disturbances, neurosis, levels of
intelligence, language, or
comprehension difficulties
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42. Linguistic
barriers
• India is a land of many languages and
dialects.
• Differences in knowledge and
understanding of these between the
sender and the receiver of the message
can act as a barrier.
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43. Cultural
barriers
• Ethnic, religious and social differences
can act as another barrier.
• How one greets another person on
meeting is mostly a cultural
phenomenon specific to the culture.
• For example, a handshake between a
man and a woman may be alright in
some cultural contexts but may be
considered highly offensive in another.
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44. Semantic
barriers
• This occurs due to the difference in
interpretation of meanings of words in
messages.
• There are various contributors to semantic
barriers, viz. allness, levels of abstraction,
tendency to judge, snap judgement, misuse of
language, etc
• Even when health services are readily available,
the social and cultural barriers can present serious
problems to the achievement of health behavior
change.
• These barriers should be identified and removed.
1. “The research lead to the discovery
of lead”
2. What is the value of this phone
3. I Value our friendship
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45. 9. Application
of health
communication
1. IEC
2. BCC
3. SBCC
4. Interpersonal communication
5. Group communication
6. Mass media
7. New information technologies
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46. IEC
• It aims to generate specific
awareness to target
audiences.
• IEC is usually done for all
health programs in three
stages.
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47. BCC- behavioral
change communication
• Attempts to generate awareness
among targeted recipients with an
ultimate aim to change their
behavior.
• BCC may be positive for health
promoting habits and attitude or
negative for harmful attitudes and
habits
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48. SBCC
• Social BCC (SBCC) is an interactive, researched,
planned and strategic process with the aim to change
social conditions and individual behaviors.
• The "C-planning" communication planning model is
strongly related to socioecological model where first
step of C-planning is drawn from the socioecological
model.
• It emphasizes on identification of barriers and
facilitator of change as well as their indirect and
underlying causes in terms of "understanding the
situation".
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49. Interpersonal
communication -one-to-
one dialogue-based
communication.
Group
communication-
group discussions and
street plays
Mass media -TV,
radio, and
newspapers.
New information
technologies -social
media platforms
using mobile phones.
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