Communication

Communication
1
April, 2020
1/11/2021
Seek wisdom, Elevate your intellect and
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Learning objective
At the end of this session, you will be able to;
• Define communication and health communication
• Describe elements of communication
• Identify barriers of communication
• Discuss factors contribute for effective
communication
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What is communication?
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Communication
Communication is the process by which two or
more people exchange ideas, facts, feelings or
impressions in ways that each gains a common
or mutual understanding of the meaning and the
use of the message.
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Health communication
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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Principle of communication
1) Perception:
• For communication to be effective the perception of
the sender should be as close as possible to the
perception of the receiver. The extent of
understanding depends on the extent to which the two
minds come together.
2) Sensory involvement:
• The more sensory organs involved in a
communication the more is its effectiveness from
their cumulative effect.
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Principles…
3) Face to face
• The more communication takes place face-to-face the more its
effectiveness.
4) Feedback (two-way)
• Any communication without two-way process is less effective
because of lack of opportunity for concurrent, timely &
appropriate feedback.
5) Clarity
• Ideas, facts, opinions in the mind of communicator should be
clear before communication. It should be direct, simple, easily
understandable language.
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Principles…….
6) Information
• the sender should have at in hand correct, current
and scientific information before communicating it.
7) Completeness
• the subject matter to be communicated must be
adequate and full which enable the receiver to
understand the central theme or idea of message.
• Incomplete message may result misunderstandings.
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Communication process
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Elements of communication
1. source/sender
2. message/content
3. channel/medium
4. Receiver/audience
5. Feedback/effect
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1. Sender
• originator of the messages
• Can be individual, group or organization
Encoding :the process of translating the
meaning to be transmitted into symbolic form
(words ,sign, sounds e.tc)
• Should have similar background characteristics
with that of receiver
• Source credibility
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2. Message
• Is a piece of information, ideas, facts, opinion,
feeling, attitude or a course of action that
passed from the sender to the receiver.
• It is the subject matter of communication.
• The code and content of the message should be
appropriate to the receiver and should be
arranged in a way that it looks attractive.
(symbols, proverbs, etc)of the audiences are
codes)
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Message
• The content (idea, innovation, or technology)
should be appropriate to the audiences
(composed by codes)
• Treatment :The way the message is prepared,
processed and delivered
 Coherence and Clarity
• Message appeals: The way the content of the
message could be organized so that it can
persuade or convince people.
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3. Channels
• The channel is the way through which a
message is sent out.
• It is the physical bridge or the media by which
the message travels between source and
receiver
• It is also called the medium of communication
E.g. print materials ,audio or combined ….
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4. Receiver
• The person or the group for whom the
communication is intended or the person who
receive the message.
• The 1st step in planning any communication is
to consider the intended audience.
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5. Feed back
• A communication is said to have feedback
when the receiver of the message gives his/her
responses to the sender of the message.
• The sender must know how well the messages
have been received by the receiver,
understood, interpreted, and act up on it.
• It completes the process of communication.
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Communication stage
• In health promotion communication has special
purpose that is :
To improvement/change in health through the
modification of the human, social and political factors
that influence behavior.
• To achieve these objectives, a successful
communication must pass through several stages- six
stages
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Six stages …..
Stage 1. Reaching the intended audience
Stage 2. Attracting the audiences attention
Stage 3. Understanding the message(perception)
Stage 4. Promoting change (acceptance)
Stage 5. Producing a behavior change
Stage 6. Improvement in health
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Communication stages
19
Message reach
audience
• Heard
• Seen
• Read/listen at the message
• Exposure and recall
method
Gain attention
• Attract attention so that
people read or see it
Understood
• Avoid technical words
Gain acceptance
believed, credible
source , easily
demonstrated effect
Produce
change(KBAP)
Improve health
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Communication models
A) Linear /one –way/Aristotle model
20
Sender Message Receiver
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One - way communication
Advantages
- Faster
- Orderly
Disadvantages
-Little audience
participation
-Learning is authoritative
-No feed back
-Does not influence
behavior
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B) Systems/Two –way/Socratic model
22
Sender
Message
Channel
Feed back
Receiver
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Two way communication
Advantages
–More audience
participation
-Learning is more
democratic
Disadvantages
-Not orderly
- Slower (time taking)
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Type of communication
1.Intra personal / inside a person
2.Face to face/inter-personal communication
3.Mass communication
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Inter personal communication
• direct interaction between the source & receiver.
• Communication at the same time and place
E.g. counseling
Advantages
1. Dynamic or bi-directional(feed back)
2. Multisensory (channel)
3. Useful is all stages of adoption of innovation
4. useful when the topic is taboo or sensitive.
5. Can fit to local needs
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Inter personal…
Limitations
1. Easily distorted – as we mostly rely on word-of-
mouth.
2. Often needs multi-lingual
3. Needs personal status/ credibility
4. Needs professional knowledge & preparation
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Mass media communication
• Is a means of transmitting messages, on an
electronic or print media to a large segment of
a population
E.g. radio & TV and print media such as papers,
magazines, leaflets & wall posters
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Mass communication…
Advantages
1. They can reach many
people quickly.
2. They are accurate and
believable e.g. article on
a newspaper, or “voice” of
highly respected person.
3. They can provide
continuing reminders and
reinforcement.
Limitations
1. One sided /no feedback
2. Selective perception
3. Does not differentiates
the target
4. Only provides non-
specific information
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Comparison of interpersonal and mass
media communication
Characteristics Interpersonal Mass media
Speed to cover Slow Rapid
Accuracy low High
Distortion High Low
Ability to select
particular audiences
Highly selective Difficult to select
Direction Two way One way
Local consideration Can fit to local need Provide non specific
information
Feedback Direct feedback possible Indirect feedback from
survey
Main effect Change in attitude and behaviour
,problem solving skill
Increase in knowledge
/awareness
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Forms of communication
1.Oral /verbal
2.Non verbal
3.Written
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Oral or Verbal communication
• It is communication by Word of mouth.
• In oral communication, speech or talk is the
widely adopted tool of communication.
• May also use mechanical devices such as
telephone, radio, PAS (Public address system)
etc.
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Non verbal communication
• The gestures we use, how we look at people, our tone
of voice, how we are seated and our clothes can all
have an impact on the way people interpret what we
say
E.g.
. Pitch of voice
· Laughing, angry
· Pauses, speed of talking
· Stresses on particular words
· Loudness or softness of voice
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Written communication
• It involves the exchange of facts, ideas, and
opinions through a written instrument
/materials
E.g. letters notes, leaflets, reports, handouts,
bulletins, newspaper.
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Barrier to communication
• The receiver may not be equipped to handle the
decoded message in such a way as to produce the
response (feedback) expected by the source.
• Breakdown can be occur at any point in the
communication process.
• Barriers may be
1.Physical
2. Mechanical
3.Psychological
4.cultural or linguistic
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Physical barriers
A. The Competing Stimulus in the form of another conversation
going on within hearing distance in the background.
B. Environmental Stress: A high temperature and humidity,
poor ventilation, vibrations felt etc. - all can contribute to
distortions in the sending and receiving of messages.
C. Subjective Stress: Sleeplessness, ill health, mood variations
give rise to forms of subjective stress that often lead to great
difficulties in listening and interpretation.
D. Ignorance of the Medium: The use of a medium with which
the communicators are not familiar would turn the medium itself
into a barrier.
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Mechanical barrier
• Mechanical barriers are those raised by the
channels employed for communication.
E.g. Noise
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Physiological barrier
Intellectual
• The natural ability, home background, schooling
affects the perception/ understanding of the receiver
for what he sees & hears.
• The ability of the facilitator/ education/ instructor.
Emotional
• Readiness, willingness or eagerness of the receiver
• Emotional status of the educator
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Cultural barrier
• Customs the beliefs, religion, attitudes,
economic and social class differences,
language variation.
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Barriers ….
• Barriers can inhibit communication result in
– Misunderstanding
– Lack of response or motivation
– Distortion of message
– Conflict of views
– Insecurity
– Inability to make effective decision
– Prevent the achievement of project/program goals
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Quality of communication
• To maintain the quality of communication we
have to know how to deal with the barriers
• Any communication process should be
consider all aspects of its components to obtain
effective outcome .
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Quality …
1. Communicator
• should be knowledgeable, positive attitude, skilled
and have credibility.
2. Message
• should be simple (or brief & clear) meaningful,
appropriate, relevant, and timely (SMART).
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Quality…
3. Channel
• should be familiar, appropriate, available &
accessible.
4. Receiver
• should also be responsible with proper attitude to
receive the information.
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Characteristics of effective communication
• Builds on beliefs and practices that people already
have.
• Repeated & reinforced over time using different
methods
• Adaptable, and uses the existing channels of
communication for example, songs, drama & story
• Entertaining & attracts community’s attention.
• Uses simple, clear & straight forward language with
local expression.
.
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Effective communication…
• Emphasizes short term benefits of taking action
• Uses demonstrations to show the benefits of adopting
practices.
• Develop natural style; although we can learn how to
present, each person has his/her own natural way of
presenting ideas.
• Provides opportunities for dialogue and discussion to
get the feed back on understanding and
implementation
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The seven C’s of effective communication
• Command Attention
• Clarify the Message
• Communicate a Benefit
• Consistency Counts
• Cater to the Heart and Head
• Create Trust
• Call to Action
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Hierarchy of communication effects
46
Clarify
Benefit and
consistence
Cater to the
head and heart
Create trust
Call to
action
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Health communication evolution
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Evolution
Information
Education &
Communication
Focus on Information
Dissemination thru’
Mass/Traditional Media
Audience as ‘passive
recipients’ of information
Behaviour
Change
Communication
Focus on Individual
Knowledge, Attitudes
and Behaviours
Audience input and
feedback necessary for
design of campaigns
Communication
for Behaviour &
Social Change
Focus on Individuals
in context of socio-
cultural norms, social
networks
Emphasis on participatory
approaches, community
engagement in defining
issues & identifying
options for action
What It was Called Approaches Used How the Receiver was Perceived
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Diffusion of innovation
• Develop by Evert roger 1962
• How to deal with social systems in communicating
anew product to target audiences
• Diffusion of effective programs and ideas is a
significant challenge for public health and health
promotion
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2º 3º 4º
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 5º 6º
Diffusion is the
process by which an
innovation is
communicated
through certain
channels over time
among the members
of a social system.
Diffusion of Innovations by Everett Rogers
Innovation is any new idea, new behavior, new product,
new message i.e., a new thing that one brings to you for
your adoption.
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Basic elements of diffusion
1. Innovation
2. Channel of
communication
3. Social System 4. Time
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2º 3º 4º 5º
1º 6º
Innovativeness and adopter categories
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Adopt new ideas
(technologies, concepts, and
behaviors in early stages
Still have some traits of
innovation (risk concern)
First sign of diffusion
Delay its adoption, must be
clearly its advantages
Mature implementation and
risks involved are smaller
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Innovators
• Are first to adapt an innovation (they want to be first to do
something)
• Control substantial a financial resource to absorb possible
loses if the innovation is unprofitable.
• They are venturesome, independent, risky, daring
• have the ability to understand and apply complex technical
knowledge (mostly they are literates).
• Have the ability to cope with high degree of uncertainty
about the innovation.
• Are few and changed very earlier.
• they have higher socioeconomic status than any other
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Early adaptors
• Are very interested in innovation, but they do not
want to be first to be involved.
• Are integrated part of the local social system.
• Possess greatest degree of opinion leader ship in most
social systems ( are respected by peers)
• And are usually successful.
• Serve as role model for other members or society
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Early majority
• May be interested in innovation, but will need some
external motivation to get involved.
• Interact frequently with peers (sociable and jockey)
• Seldom held the position of opinion leadership.
• Deliberate (check and discuss) before adopting a new
idea.
• One-third of the members of a system, making the
early majority the largest category.
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Late majority
• Are skeptical and cautious and will not adopt an
innovation until most people adopt.
• one-third of the members of a system
• Pressure from peers.
• And adapt because of economical necessity.
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Laggard
• Will be the last to get involved in an innovation, if
they get involved in an innovation at all.
• Posses no opinion leadership.
• Isolated in the social systems
• Point of reference is in the past.
e.g. ‘Diro kere diro eko! Doro 25 santim neber’.
• Suspicious of innovation
E.g. what if the ‘whites’ put virus in the condom?
• But also are usually with limited resources.
• Innovation-decision making is lengthy
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58
2º 3º 4º 5º
1º 6º
5 critical factors influencing innovation diffusion
Relative advantage
Compatibility
Complexity
Triability
Observability
Is the innovation better than what was
there before?
Does the innovation fit with the
intended audience?
Is the innovation easy to use?
Can the innovation be tried before
making a decision to adopt?
Are the results of the innovation
visible and easily measurable?
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The adoption process
• Diffusion process: is the spread of a new idea from
its source of invention or creation to its ultimate users
or adopters"-occurs within society as a group process.
• Adoption process: is the mental process through
which an individual passes from first hearing about
an innovation to final adoption"- it pertains to an
individuals.
• Rogers breaks the adoption process down into five
main stages. The five stages are:
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Stages…
1.Awareness stage-the individual is exposed to the
innovation but lacks complete information about it. E.g.
about a fertilizer.
2. Interest or information stage-the individual become
interested in the innovation and seeks additional
information about it and considers its general merits.
E.g. by reading form magazines, manuals, etc. about
this fertilizer.
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Stages …
3. Evaluation stage-the individual makes mental application
of the information to his present and future events and
weights its merits for his own situation, and then he decides
weather or not to try it.
For example, the person may evaluate the fertilizer; in terms
of its benefit (increase his yield in the present time) and he
may also evaluate the innovation as, what if it decreases the
production in the future (anticipation).
4. Trial stage-individuals usually make full use of an
innovation on small scale. It is actual application of the idea.
5. Adoption stage- the individual accepts to continue full use
of the innovation. 611/11/2021
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Theories/model for M&E
PRECEDE-PROCEED
PEN3
Social marketing
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PRECEDE-PROCEED Model
Models serve as frames from which to build; Provide
structure & organization for the planning, implementation,
monitoring and evaluation process
It is the well known and most frequently used model to
plan, implement and evaluate programs.

Cont’d…

PRECEDE-PROCEEDFramework
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Phase 1
Social
Assessment
Phase 3
Behavioral &
Environmental
Assessment
Phase 2
Epidemiologic
Assessment
Phase 4
Educational &
Ecological
Assessment
Phase 5
Administrative
Policy
Assessment
Phase 6
Implementation
Phase 7
Process
Evaluation
Phase 8
Impact
Evaluation
Phase 9
Outcome
Evaluation
HEALTH
PROMOTION
Health
Education
Policy,
Regulation,
Organization
Predisposing
factors
Reinforcing
factors
Enabling
factors
Behavior &
lifestyle
Environment
Health
Quality
of life
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Cont’d…
Phase 1, Social diagnosis: asking the community what
it wants and needs to improve its quality of life
Phase 2, Epidemiological diagnosis: identifying the
health or other issues that most clearly influence the
outcome the community seeks
In these two phases, you create the objectives for
your intervention.

Cont’d…
Phase 3 Behavioral and environmental diagnosis:
identifying the behaviors and lifestyles and/or
environmental factors that must be changed to affect
the health or other issues identified in Phase 2, and
determine which of them are most likely to be
changeable.
Phase 4, Educational and organizational diagnosis:
identifying the predisposing, enabling, and reinforcing
factors that act as supports for or barriers to changing
the behaviors and environmental factors identified in
Phase 3
In these two phases, you plan the intervention.

Cont’d…
Phase 5, administrative and policy diagnosis:
identifying (and adjust where necessary) the internal
administrative issues and internal and external policy
issues that can affect the successful conduct of the
intervention.
Those administrative and policy concerns include
generating the funding and other resources for the
intervention.
Phase 6, implementation: carry out the intervention

Cont’d…
Phase 7: Process Evaluation: This phase isn’t about results,
but about procedure. Are things going as planned?
Phase 8: Impact Evaluation: evaluating the initial success of
your efforts. Is the intervention having the desired effect
on the behavioral or environmental factors that it aimed
at changing – i.e., is it actually doing what you expected?
Phase 9: Outcome Evaluation: Is your intervention really
working to bring about the outcome identified by the
community?

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Thank you!
“Darkness cannot drive out darkness; only light can do
that. Hate cannot drive out hate; only love do that.”
Marthin L.king
711/11/2021 Seek wisdom, Elevate your intellect and Serve humanity

Communication

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