SBCC(Social Behavioral Change Communication)-Mrs Anuradha.S

Social Behavioural Change Communication

1. SBCC Social and Behavioural Change Communication

2. advocacy to raise resources as well as political and social leadership commitment to development actions and goals social mobilization for wider participation, coalition building, and ownership, including community mobilization behavior change communication (BCC) using mass and social media, community level activities, and interpersonal communication for changes in knowledge, attitudes, and practices among specific audiences

3. Follow a systematic approach (e.g., C-Planning). Use research, not assumptions to drive your program. Consider the social context. Principle Keep the focus on your audience(s). Use theories and models to guide decisions (e.g., the socio ecological model). Involve partners and communities throughout. Set realistic objectives and consider cost-effectiveness. Use mutually reinforcing materials and activities at many levels. Choose strategies that are motivational and action-oriented. Ensure quality at every step. Ten Principles of SBCC Principle

4. To collect social history from clients Interview Questionnaires and surveys TimeLine or life history Genogram Cultural genogram Ecomaps Observation Record review

5. BARRIERS OF COMMUNICATION

6. Physical or environmental barriers Physiological barriers Semantic or language barriers Personal barriers Emotional Socio- psychological Cultural barriers Organizational barriers

7. Physical or environmental barriers: These are environmental factors which limit the sending and receiving of messages. They include distance, noise, breakdown of communication media, faulty mechanical equipments Noise: It is the first major barrier to communication. Communication gets disturbed by noise that occurs at the transmission level. Bad weather conditions may also sometimes cause barrier to communication. Time and distance: These may also obstruct the smooth flow of information. Wrong choice of medium: Inadequacy of message design/Poorly expressed message: No matter how clear the idea in the mind of the sender, it may still get affected by use of poorly chosen words, long sentences, complex words, poor organization of ideas, use of jargon

8. Physiological or Biological barriers: Physiological barriers are related to a person’s health and fitness. These may arise due to disabilities that may affect the physical capability of the sender or the receiver. Proper functioning of the vocal chords, hands, fingers, eyes is necessary for effective communication. For example: • Speaking can adversely affected by stammering, fumbling, utterance of improper sounds due to defective vocal organ. • Listening can be ineffective as a result of defective hearing • Writing can be failed due to hand injury, numbness, etc. • Reading can be affected due to poor eyesight.

9. Semantic barriers/ Language Barriers: The term ‘semantic’ refers to the systematic study of meaning of the words. Semantic barriers are barriers related to language. They cause obstructions in the process of receiving or understanding of the message during the process of encoding or decoding ideas and words. The most common semantic barriers are listed below:

10. Misinterpretation of words: Different people mean different meaning while using the same word. Use of technical language Vocabulary deficiency of both the sender and the receiver may cause semantic barrier to communication. Multiple meaning of the words in different context

11. Emotional Barriers: Emotional barriers are associated with sentiments and emotions. Blocked mind: Blocked mind considers only limited information and ignores or rejects additional information. An individual who has a blocked mind is rigid and dogmatic. He resists all contradictory communication and pays deaf ear to new ideas. Bias and prejudice: if closed minded people are asked for reasons for rejecting a message, they may reveal prejudices. They react with anger and give a sharp rebuff who tries to argue with them. This acts as a barrier in communication. Emotions: One’s state of mind plays an important role in act of communication. If the sender is worried, excited, afraid, nervous, then he will not be able to organize his message properly. Similarly if the receiver is not in a proper state of mind, he may misinterpret the message.

12. Personal barriers: Attitudes and opinions: Assumptions and negative feelings about the receiver, such as hostility may have an effect on the message. ii. Lack of self confidence: Lack of self confidence either on the part of the sender or the receiver while communicating may be a barrier to it.

13. Socio-psychological barriers: Selective perception: In communication, this tendency means that they hear what they want to hear and ignore other relevant information Status consciousness: Differences in status and power between the sender and the receiver may constitute another barrier. The subordinate feels very jittery, nervous in front of the supervisor and the supervisors may be reluctant to pass complete information. Prejudices: People who are not open to discussions, new ideas, viewpoints and have a closed mind may be a great barrier to communication. Halo Effect: Sometimes the listener may be too much in awe of or completely distrust a speaker. When there is a lack of sufficient trust, confidence and faith between the communicating parties, selective listening takes place Physical appearance: Receiver may not like the sender’s physical appearance, voice, pronunciation, accent, use of grammar or mannerism. This may cause the receiver to discard the content.

14. Cultural Barriers: Culture shapes the way we think and behave. Each group categorized on the basis of nationality, ethnicity, race, religion, etc. has its own distinctive culture. Cultural differences often cause communication differences. It arises when individuals in one social group have developed different norms, values, or behaviors to individuals associated with another group. The same category of word, phrases, symbols, actions colors mean different things to different cultures. For eg : In western countries black color is associated with mourning, while in the far east white is the color of mourning. In U.S people love to be called by their first name, while in Britain, people are addressed by their last name

15. Methods to overcome communication barriers Clarify ideas before communication Communicate according to the need of the receiver Consult others before communication Be aware of the language, tone and content of message Ensure proper feedback Be a good listener

16. Eliminating differences in perception Use of Simple Language :. Reduction and elimination of noise levels : Active Listening: Listen attentively and carefully. There is a difference between “listening” and “hearing”. Active listening means hearing with proper understanding of the message that is heard. Emotional State: During communication one should make effective use of body language. He/she should not show their emotions while communication as the receiver might misinterpret the message being delivered. For example, if the conveyer of the message is in a bad mood then the receiver might think that the information being delivered is not good.

17. Flexibility in meeting the targets Retain Consistency about the Message: Whenever you are replacing any old message instead of the new one, you should clearly mention about it and clear all the doubts. Make use of the body language: During the process of communication make sure you make the most appropriate use of your body language, Avoid showing too much of emotions as the receiver might misapprehend the message. Try to always keep a smiling face while talking and make eye to eye contact with the listener but make sure not to keep your eyes gazed at the person for more than five seconds and avoid too much of fluttering of eyes which indicate you are not confident. Sit in an upright position and feel relaxed.

18. Keep your Anger in Control : Do not be aggressive or show your anger if you do not agree with any point of view or anything that is going against your ideology. State your thoughts politely with facts if you have and reflect positivity in your talk and nature Have Clarity In Your Thoughts: You should be very clear about your objective and what you want to convey. Arrange your thoughts in a proper order and then communicate accordingly. Understand the needs of your audience: Most importantly the message should also be structured as per his level or ability.