Communication is a vital process in public health that goes beyond information exchange. It aims to facilitate behavior change and community participation to achieve health goals. There are various types of communication including one-way, verbal, nonverbal, formal and informal. Communication methods can be individual, group, or mass approaches using different channels and media. Barriers to effective communication include physical, linguistic, cultural and semantic factors. Health communication tools like IEC, BCC, SBCC and various communication channels are applied to generate awareness, educate the public, and promote healthy behaviors.
2. 1.
2.
3.
4.
Introduction
Communication process
Types of communications
Functions of communications
Specific
Leaming
objectives
5.
6.
7.
8.
Methods of communications
Levels of communication Barriers to
communication 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
community participation to achieve predetermined goals.
informed individual and
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11. f. Visual communication
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13. •
•
•
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Information
Educat ion
Mot ivat ion
Persuasion
• Counselling
Functions of
health
communications
•
•
•
Raising morals
Health development
Organization
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15. Audio-visual Aids
Audio-visual Aids
Visual Aids
Combined AV aids
Radio,tape-recorder,
microphones,
Television, sound films
(Cinema), slide- tape
combination
projection
Not requiring projection
Chalk board, poster etc
Requiring
am lifiers ea hones Slides, film strips
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16. Health Communication
Group approach
Individual approach Mass approach
Lectures
Demonstrations
Discussion methods
Television
Radio
News paper
Printed material
Direct mailing
Posters
Health museums
exhibitions
Folk methods
Internet
Personal contact
Home visits
Personal letters
-
-
-
-
-
-
-
Group discussion
Panel discussion
Symposium
Workshop
Conferences
Seminars
Role play
and
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27. 7. Levels of
impact of
communication
•
•
•
•
•
Individual
Social network
Organizations
Community
Society
28. 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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29. 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
work to
receives
communication programs can
shape
and
the information a group
may attempt to change
communication pattern or content.
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• Organizations include formal group with a
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defined structure, such as associations, clubs,
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and civic groups; worksites, schools, primary
healthcare settings, and retailers
• Organizations can carry health messages to
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their membership, provide support for
that
individual efforts, and make policy changes
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31. • 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
The
community
environments.
• Community-level initiatives are planned and led
by organizations and institutions that can
influence
settings,
agenc
.
es.
health-schools, worksites, healthcare
community groups, and government
i
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32. 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,
poverty, environmental degradation,
cannot change systemic problems related to health, such as
or lack of access to healthcare, but comprehensive health
factors that contribute
communication programs should include a systematic exploration of all the
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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33. 8. Barriers to communication
Communication is not adequate if the
message the sender
identical to what is
wishes to convey is not
actually understood by
the
1.
receiver.
Physical barriers
a)
b)
Physiological
Psychological
2.
3.
4.
Linguistic barriers
Cultural barriers
Semantic barriers
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34. • Physical barriers: Faulty equipment,
surrounding noise, closed
can
doors,
poor lighting, etc. act as
physical barriers.
Physiological
Physical
barriers
-difficulties in
hearing, expression, and delivery
of speech
Psychological -emotional
disturbances,
intelligence,
neurosis, levels of
or
language,
comprehension difficulties 41
35. • India is a land
dialects.
of many languages and
Linguistic
barriers • Differences
understanding
sender and the
knowledge
of these between the
receiver of the message
can act as a barrier.
36. • Ethnic, religious and social differences
can act as another barrier.
• How one greets another person on
Cultural
barriers
meeting mostly cultural
culture.
phenomenon specific to the
• For example, a handshake between a
man
some
and a woman may be alright in
cultural contexts but may be
considered highly offensive in another.
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37. Semantic
barriers
This occur 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.
39. 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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40. BCC- behavioral
change communication
• Attempts to generate awareness
among targeted recipients with an
ultimate
behavior.
aim to change their
• BCC may be positive for health
promoting habits and attitude or
negative for harmful attitudes and
habits
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41. 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
and
facilitator
underlying
of change as well as their indirect
causes.
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