Chapter 4 Health Communication for health science students.pptx

Health communication can contribute to all aspects of disease prevention and health promotion

1. 1 Module 4: Communication Eyasu B.(MPH) ) CoHS , Oda Bultum University yohanneskb @ Oct , 2024

2. Learning objectives 2 At the end of this session you are expected to discuss: Communication in health education/promotion Communication models Communication process Qualities of effective communication Stages of Communication Methods of communication Barriers of communication

3. I. Introduction 3 It is evident that all meaningful social interaction can be called as communication . Communication is an essential part of a human life. It is attached to almost anything that people do. Is communication mere talking??? When does talking become communication??? Only when it is understood!!! Health communication can contribute to all aspects of disease prevention and health promotion.

4. II. Definition 4 The word communication is derived from the Latin word “communis” which means to make common ground of understanding, to share information, ideas or attitude, to impart, to transmit.   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.

5. Definition … 5 “ C ommunication i s the process by which an idea is transferred from a source to a receiver with intent to change his/her behavior (Evert M. Rogers,1993). 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.

6. III. Relevance to Health Education 6 It helps to -Mobilize the community, - I mplement health education programs & -Coordinate with different agencies. The ultimate goal of all communication is to create behavioral change .

7. IV. Principles of Communication 7 Shared perception For communication to be effective the perception of the sender should be as close as possible to the perception of the receiver. Sensory involvement Face-to-face Feedback Clarity

8. Principles of Communication… 8 Correct information The sender should have at hand correct, current and scientific information. 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 .

9. V. Communication Models 9 I) Linear (one –way) model The flow of information from the sender to the receiver is one-way or unidirectional . The communication is dominated by the “sender’s knowledge”.

10. Communication Models… 10 Advantages Disadvantages -Faster -Little audience participation -Orderly -Learning is authoritative -No feed back -Does not influence behavior

11. Communication Models… 11 One-way communication N.B. Unless mechanisms are set to get feedback from the audience many mass media communications are one-way. M

12. Communication Models… 12 II) Systems (Two –way) Information flows from the source to the receiver & back from receiver to the source . This is reciprocal in which the communicant becomes the communicator & the communicator in turn becomes a communicant.

13. VI. Communication Models… 13 Advantages Disadvantages -More audience participation -Slower -Learning is more democratic -Not orderly -Open for feedback -Influence behavior change

14. Communication Models… 14 S R M F Key S =Source M=Message C R= Receiver C=Channel F=Feed back Two-way communication

15. VII. Communication Stages 15 Special purpose of communication in HE and HP T o promote improvement/change in health through the modification of the human, social and political factors that influence behavior. To achieve this objective, a successful communication must pass through several stages.  

16. Communication stages… 16 SENDER RECEIVER Reaches senses Gains attention Message understood Acceptance/change Behavior change CHANGE IN HEALTH

17. Stage1. Reaching the intended audience 17 Communication can not be effective unless it is seen or heard by its intended audience . Communication should be directed where people are going to see or hear them.

18. Stage 1… 18 A common cause of failure in this stage is preaching the converted . e.g. • Posters placed at the clinic or • Talks given at antenatal clinics. These only reach to the people who are already motivated & attended the service .

19. Stage 2. Attracting the audiences attention 19 Any communication must attract attention so that people will make the effort to listen and read it. Examples of failure at this stage are: • Walking past the poster with out bothering to look at it; • Not paying attention to the health talk or demonstration at the clinic; • Turning off the radio programs or switching over.

20. Stage 3. Understanding the message 20 Once the person pays attention to a message he/she then tries to understand it . The message should be perceived/understood as intended by the sender. Message may misunderstood at this stage and cause communication failure.

21. Stage 3… 21 Examples of failures at this stage can take place when; Complex language & unfamiliar technical words are used; Pictures containing complicated diagrams and distracting details Pictures containing unfamiliar/strange subjects. Too much information is presented and people can not absorb it.

22. Stage 4: Promoting change (acceptance) 22 A communication should be believed & accepted . Credible sources enhance acceptance .

23. Stage 5. Producing a behavior change 23 Communication should be resulted in behavior change ( change in KABP). However, a communication may result in a change in beliefs and attitudes but still not influence behavior/action . E.g. lack of enabling factors to realize the behavior

24. Stage 6. Improvement in health 24 Communication should result in improvement in health . Improvement in health will only take place if the behaviors have been carefully selected so that they really influence health. If your messages are based on outdated & incorrect ideas, people could follow your advice but their health would not improve.

25. VIII. Communication Process 25 The communication process is a system that involves an interrelated , interdependent group of elements working together as a whole to achieve a desired outcome or goal . • It is not a linear process rather it is a cyclical process that involve many elements.

26. Communication Process… 26

27. 1. Source/Encoder 27 The communicator is the originator of the message . The source can be from an individual or groups, institution or organization. The sender begins the communication process by forming the ideas, intentions and feelings that will be transmitted. • Sender are required to filter out the details that are unimportant and focus on the most relevant information.

28. Source/Encoder… 28 The source, or encoder, makes the decision to communicate . • The source also determines the purpose of the message to inform, persuade, or entertain. Source should determine how the message gets from the source to the receiver.

29. Source/Encoder… 29 First, the source must encode, or create, a message . • The information that the source wishes to convey must be put into a form that can be sent to the receiver. Main reasons for communication failure is when : The source comes from a different background from the receiver & used inappropriate message content & appeals.

30. Encoding 30 T ranslating the idea to be communicated into a message

31. 2. Message 31 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 Something that is considered important for the audience to know or do.

32. Message… 32 Message appeals: The way the content of the message could be organized so that it can persuade or convince people. 1. Fear arousal appeal • The message is conveyed to frighten people into action by emphasizing the serious outcome from not taking action. Appropriate with people no schooling Mild fear may be appropriate Too much fear is not appropriate

33. Message… 33

34. Message… 34 2. Humors The message is conveyed in a funny way such as cartoon. Humor very good way of attracting interest & attention . It can also serve as a useful role to lighten the tension when dealing with serious subjects . Enjoyment & entertainment can result in highly effective remembering and learning.

35. Message… 35 3. Logical / factual appeal • The massage is conveyed to convince people by giving facts, figures and information . e.g. facts related to HIV/AID such as prevalence, morbidity, mortality, route of transmission etc. Logical appeals are good with a person of high educational level .

36. Message… 36 4. Emotional appeal The massage is conveyed to convince people by arousing emotions , images & feelings rather than giving facts & figures . e.g. by showing smiling babies, wealthy families with latrine etc, and associating with FP education. More influence a persons with less education .

37. Message… 37 Emotional appeal…

38. Message… 38 5. One sided message/appeals • Only presents the advantages of taking action & does not mention any possible disadvantages. One sided message may be effective: 1) If the audience will not be exposed to different views . 2) If the communication is through mass media-selective perception.

39. Message… 39 6. Two sided message/appeals • Presents both the advantages & disadvantages (pros’ & cons’) of taking action. Appropriate if ; • The audiences are literates . • The audiences are exposed to different views . • We are in face-to-face with individuals or groups .

40. Message… 40 7. Positive appeals • Communications that ask people to do something , e.g. breast feed your child, use a latrine. 8. Negative appeals • Communications that ask people not to do something , e.g. do not bottle feed your child, do not defecate in the bush .

41. 3.Channel/medium 41 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 .

42. Channel/medium… 42 • The commonest types of channel are audio , visual , printed materials or combined audio visual & printed materials .

43. Channel/medium… 43 Criteria: Channel selection Availability Cost Users’ preference and receivers’ access Adaptability to the communication purpose/objective Adaptability to the message content Type of recipient and their stage in the adoption process

44. Decoding: 44 T he hearing or seeing of the message/interpretation

45. 4. Receiver/decoder – ‘audience’ 45 The person or the group for whom the communication is intended or the person who receive the message. Receiver decodes the message - the act of interpreting messages. Receivers decode messages based on past experiences, perceptions, thoughts, and feelings. The 1 st step in planning any communication is to consider the intended audience .

46. 5. Feedback 46 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.

47. Feedback… 47 Effective communicator is always; Sensitive to feedback and Constantly modifies his or her messages as a result of the feedback received .

48. 6. Communication Context 48 Communication context is the environment where communication takes place. It has an important effect on communication I. physical context II. cultural context III. social-psychological context IV. temporal (time) co ntext

49. 7. Barriers/Noise 49 Barriers are any obstacles or difficulties that come in the way of communication . • It can occur at any stage of communication process . • The source’s information may be insufficient or unclear . Or the message can be ineffectively or inaccurately encoded . • The wrong channel of communication may be used.

50. How to achieve effective communication? 50 Communicating with small groups and being direct . Using language easily understood and spoken by the target group . Increasing the similarities between the sender and the receiver . Keeping the message short and clear . Putting yourself in the receiver’s shoes. Using multiple ways of communicating – verbal, written, audio or visual. Keeping confidences and listening .

51. Attributes of Effective Health Communication 51 1. Accuracy ……free of errors and valid 2. Availability … place where audience access 3. Balance ……where appropriate present both risk and benefits 4. Consistency …internally consistent over a time and consistent with information from other sources 5. Cultural competency ……culture sensitive 6. Evidence based …relevant scientific evidence

52. Attributes …. 52 7. Reliability ……source of content should credible and up to date 8. Reach …….should gets the largest possible population 9. Repetition …repeat over a time either to reinforce or to reach new generation 10. Timelines …..deliver when the audience are most receptive or in need of information 11. Understandability ……consider language, reading level, technical words.

53. IX. Methods of Communication 53 There are two main groups of methods; 1. Face-to-face (‘interpersonal’) 2. Mass media. 1. Interpersonal methods Face-to-face or interpersonal methods include all those forms of communication involving direct interaction between the source & receiver .

54. Methods of Communication… 54 In most instances the decisive criterion for personal communication is. Communication at the same time & Communication at the same place . Examples of face-to-face communication with increasing audience size are; one-to-one & counseling ; small group (less than 12 persons) ; intermediate group/lecture (between 12 and 30); and large group lecture/ public meeting (more than 30) .

55. Methods of Communication… 55 The powerful advantage of face-to-face communication over mass media is, it gives the opportunity for the audience to ask questions and obtain their feedback . However, as the size of the group increases, it is more difficult to have feedback & discussion. So public meetings share many characteristics of mass media in that they involve limited participation & feed back .

56. face-to-face communication 56 Main effect = changes in attitude and behavior. = acquisition of problem solving skill. Advantages : 1. Dynamic or bi-directional 2. Feedback 3. Multisensory (channel) 4. Useful in all stages of adoption of innovation 5 . Useful when the topic is taboo or sensitive 6. Can fit to local needs 7. Can be highly selective

57. Methods of Communication… 57 2. Mass media Mass communication is a means of transmitting messages, on an electronic or print media, f or a large segment of a population . The word media is currently used to refer not only broadcast media (such as radio & TV) and print media (such as papers, magazines, leaflets & wall posters) but also folk media (such has art, town criers, songs, plays, puppet shows & dance).

58. Methods of Communication… 58 The powerful advantage of mass media over face-to-face is rapid spread of simple facts to a large population at a low cost . Main effect Increased knowledge/awareness . Set & changes in norms, and provide alternative behavior .

59. Methods of Communication… 59 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 . 4. Useful to communicate new ideas to early adopters (opinion leaders).

60. Methods of Communication… 60 Limitations: 1. One sided/poorly organized 2. Does not differentiate the target 3. Only provides non-specific information Mind now! A well planned program will involve a carefully chosen mix of both approaches to exploit their different advantages .

61. X. Forms of Communication 61

62. 1. Verbal or Oral Communication 62

63. When to use oral communication? 63 1. When the receiver is not particularly interested in receiving the message . 2. It is important to get feedback . 3. The receiver is too busy or preoccupied to read . 4. The sender wants to persuade or convince . 5. When discussion is needed . 6.When criticism of the receiver is involved . 7.When the receiver prefers one-to-one contact .

64. Non-verbal communication 64

65. Non-verbal communication… 65

66. Non-verbal communication… 66 Non-verbal communication refer to using a non spoken symbol to communicate a specific message. Nonverbal messages can; Support verbal messages (clarify) Contradict verbal messages (mixed messages) Replace verbal messages (secrets) It is easy to lie with word much more difficult with non-verbal communication

67. Characteristics of non-verbal communication 67

68. Non-verbal communication… 68

69. Non-verbal communication… 69 Bodily speaking… In a normal conversation between two persons, less than 35% of the social meanings is actually transmitted by words. So, at least 65% of it is conveyed through the body (nonverbal channel).

70. Non-verbal communication… 70

71. Non-verbal communication… 71 Posture … • Standing straight can indicate confidence . Voice Characteristics… Speaking loudly and quickly …Anger

72. Non-verbal communication… 72 Space Maintain the appropriate distance Remove any object between the speaker/listener Lean forward to express connection Remember; Make sure your body and your mind speak the same language !

73. 3. Written communication 73 It involves the exchange of facts, ideas, and opinions through a written instrument /materials . • Successful written communication requires careful thought and clear planning . A plain writing style should be used. • Because, it is easy to understand and reduces the chances of misunderstanding and ambiguity .

74. Written communication… 74 Use Written Communication When: 1. The sender wants a record for future references . 2.The message is complex and requires study by the receiver . 3. The message includes a step-by- step procedure . 4. Oral communication is not possible because people are not in the same place and at the same time . 5. There are many receivers . 6. The receiver prefers written .

75. XI. Qualities of effective communication 75 The communicator should be knowledgeable, positive attitude, skilled and have credibility. The message should be simple (or brief & clear) meaningful, appropriate, relevant, and timely (SMART). The channel should be familiar, appropriate, available & accessible. The receiver should also be responsible with proper attitude to receive the information.

76. Barriers to effective communication 76 Physical Difficulties in hearing, seeing Inappropriate physical facilities 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

77. Cont … 77 4. Environmental Noise, invisibility, congestion/overcrowding /, 5. Cultural Customs beliefs , religion, attitudes, economic and social class differences, language variation. 6. Status of the source Status of the source either too high or too low as compared to the audience also affects effectiveness 7. Inconsistencies between verbal & non- verbal communication

78. ` 78