Helth education unit2

7/29/2019 Helth education unit2

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UNIT II

Chapter

Communication


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The word communication has its root in the

Latin word communis which meansestablishing commonness.

Communication, therefore, is a conscious

effort to share information, ideas,

attitudes,

skills etc with others.


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Why do we communicate?

We want to understand: we may want others to know what we want todo, what we are thinking or how we feel. We may want to tell what hashappened to us or what we hope will happen. Whatever it is, we wantother person to understand something exactly as we mean it.

We want to accept: We want people to listen to what we have to say andto accept us as possible.

We want something to get done: If we want someone else to dosomething, we need to let him know what should be done, how andwhen it should be done. We may want someone to act in a differentway- This may mean helping them to see something in a new light sothat their attitude will change.

We want to understand others: We need to know how other people

think and feel about things we are concerned about or about conditionsin general. We need to know that they would like to do and what theythink or our ideas.


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Definitions

Communication is the process by which an

individual transmits stimuli to modify the

behaviour of other individual.

Communication is the process by which two

or more people exchange ideas, facts,

feelings or impressions in ways that each

gains a common understanding of themeaning, intent and use of messages.


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Berlo Model of communication process

Communication source

Encoder

Message

Channel

Decoder

Communication receiver


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Leagans Model of communication process

Communicator

Message

Channel

Treatment

Audience/receiver

Audience

Response

/Feed back


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Purposes of communication

To provide information.

To persuade others

To entertain To educate


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Forms of communication

Oral communication.

Written communication

Signs and symbols Gestures/body language


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Characteristics of elements in communication process:

The communicator: He is a person who starts

the process of communication.

He is a source or originator of message. He is

a sender of message.

The communicator may be a health worker,

health educator, doctor, nurse, etc.


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Know his objectives clearly and specifically defined.

Know his audience- for which he has to do the audience

analysis on their needs, interests, abilities, pre-dispositions.

know his message clearly- its content, validity, usefulness,

importance.

know the channels that reach the audience-their usefulness.

know how to organize and treat message.

Know professional abilities and limitations.

Interested in audience and their welfare.

Interested in message and how it can help people. Interested in improving his communication skills.


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Prepare plan for his communication.

Prepare plan for evaluation-Communication. Skill in selecting, treating and expressing

messages-verbal and non verbal.

Skill in selection and use of channel. Skill in understanding of his audience.


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Message or content

A message is the information acommunicator wishes his audience to

receive, understand, accept and act upon.

Message, for example, may consist of

statements of scientific facts about

sanitation, nutrition, etc.

A successful communication is one in which

the major factors influencing the message are

controlled as far as possible.


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A Good message must be

In line with the objective to be sustained.

Clear- understandable by the audience.

In line with the mental, social, economic and physical

capabilities of the audience.

Significant-economically, socially or aesthetically to the

needs, interests and values of the audience.

Specific no irrelevant materials.

Simply stated covering only one point at a time.

Accurate- scientifically sound, factual, and current/ latest.

Timely-especially when seasonal factors are important and

issues current.


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Supported by factual material covering both sides of the

arguments.

Appropriateaudience can apply recommendation.

Appealing and attractive to the audience- having utility,

immediate use.

Applicable-audience can apply recommendation.

Adequate- combining principle and practice in effective

proportion.

Manageable-can be handled by the communicator with high

professional skill and within the limits imposed by time.


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Channels of communication

Sender and Receiver of messages must be connected or tunedwith each other.

For this purpose, channels of communication are necessary.

They are physical bridges between the sender and the receiver ofmessages-

the avenues between the sender and the receiver of messagestravel to and fro.

They are transmission lines used for carrying messages to theirdestination. A channel may be anything used by a sender ofmessage to connect hum with intended receivers.

The message must get through. Common channels ofcommunication must be used.


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Many obstructions can enter channels. These

are often referred to as noise- that is, some

obstruction that prevents the message

from being heard by or carried over clearly tothe audience. Noise emerges from a wide

range of sources and causes. The following

are some of these:


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1. Failure of a channel to reach the intended audience. Usually, no one channel willreach an entire audience. For example: Meeting- all people cannot or may notattend the meeting. Radio/TVpeople do not have access or may not tune themessage we intend to listen/view. Written - , many people cannot read and

others may not.2. Failure on the part of a communicator to handle channels skillfully. If ameeting, tour, radio programme or any other channel is not used according togood procedure and technique, its potential for carrying a message isdissipated. For example, in a meeting when everyone cannot hear what is saidand see what is shown, they cannot receive the message.

3. Failure to select channels appropriate to the objectives of a communicator:

All channels are not equally useful in attaining a specific objective. Forexample, if an objective were to show a certain group of people how todo something dig compost pit/ soakage pit, build a sanitary latrine ,etc- the radio, circular letter, hand bill or a news paper would not do the job. Thechannel needed for this situation is a method of demonstration.

4.Failure to use the channels in accordance with the abilities of the audience:Written materials, for example, cannot serve as useful channels for

communicating information to people who are unable to read or to understandthe level of complexity or abstraction of the message.


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5.Failure to avoid physical distraction: When using the channel of meeting,

for example , distraction including people moving in and out, loud noises

in-or out of the group, heat, lighting, crowded conditions and many

other forms of distraction often obstruct successful message sending.

Static on the radio, poor writing, unattractive exhibits are other

examples of noise that lessen the effectiveness of channels.

6.Failure of an audience to listen or look carefully. The only messages that

get through to an audience are those which are heard, seen or

experienced. An unfortunate tendency of people is not to give undividedattention to the communicator. This is powerful obstruction that

prevents messages from reaching their desired destination.


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7.Failure to use enough channels in parallel. The more channel a

communicator uses in parallel or at about the same time, the more

chances he has for the message getting through and being properly

received. No single channel will ordinarily reach all people who need to

receive a message. Research indicates that up to five or six channels

used in combination are often necessary.

8.Use of too many channels in a series. An important principle of

communication is that the more channels used in a series, the less

chances communicator has for getting his message through to the

intended audience. Doctor-health supervisor-health worker- leader-

individual.

The message get distorted more often, when lines of communication is

too long. Successful communicator may choose to eliminate

unnecessary channels.


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Treatment of messages:

Treatment has to do with the way a message is handled to get theinformation across to an audience.

It relates to the technique, or details of procedure, or manner ofperformance, essential to expertness in presenting messages.

Hence, treatment deals with the design of methods for presentingmessages.

Designing the methods of treating messages does not relate to

formulation of message or to the selection of channels, but to thetechnique employed for presentation within the situationprovided by a message and a channel.

The purpose of treatment of message is to make clear,understandable and realistic to the audience. Designing treatmentusually requires original thinking; deep insight into the principle ofhuman behaviour and skill in creating and using refinedtechniques of message presentation.


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Repetition or frequency of mention of ideas and concepts.

Contrast of ideas.

Chronological compared to logical, compared to psychological.

Presenting one side compared to two sides of an issue.

Emotional compared to logical appeals

Proceeding from the general to specific and vice versa.

Explicitly drawing conclusions compared to leaving conclusions implicit

for the audience to draw. Limit the scope of presentation to a few basic ideas and to time allotted.

Too many ideas at one time are confusing.

Be yourself. You cant ne anyone else. Strive to be clear, not clever.

Know the facts. Fuzziness means sure death to a message.

Dont read your speech. People have more respect for a communicator

who is sure of his subject.


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Know the audience. Each audience has its ownpersonality, be responsive to it.

Never over estimate the knowledge or underestimate its intelligence.

Effective treatment requires sincerity,enthusiasm, warmth, flexibility, and appropriate

of voice, gestures, movements and tempo. Use various symbols, charts, photographs, slides,

real objects, specimens, pictures, etc.

Quit on time. Communicators who stop whenthey are finished are rewarded by audiencegood will.


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The Audience

An audience is the intended receiver of messages. An audiencemay consist of one person or many. It may comprise men, woman,

or both, youth groups, villagers, students, etc. The system of values held by audience with regard to our

message.

Forces influencing group conformity-custom, tradition, etc.

Individual personality factors- susceptibility to change.

Educational, economic and social levels. Pressure of occupational responsibility- how busy or concerned

they are.

Peoples needs as they see them, and as the professionalcommunicator sees them.

Why the audience is in need of changed ways of thinking, feeling,and doing.


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Audience response

Response by an audience to messages received

is in the form of some kind of action somedegree, mentally, or physically.

The audience response is very essential forevery communication process.

The sender has to ensure that whether hismessage has reached the intended audience andhe understood the same as he indented tocommunicate.

This could be possible by getting feed back fromthe receiver after the communication is over.


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One way communication Two way communication

It is considerably faster than two

way

More accurate than one way

Appears to be orderly and efficient

but communication is less accurate

Receivers are more sure of

themselves and make more correct

judgments

One way needs planning since thereis no possibility of a feed back

The sender finds himself feelingpsychologically under attack

Plan, order, systemization are

associated with one way

Relatively noisy and disorderly. Less

planning as feed back from the

receiver helps to keep up the track.

Much more useful for problem

solving solutions. Much more trial

and error.


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Types of communication

Interpersonal communication:

In this communication the sender and the

receiver engaged in face to face interaction.

It is the process in which the communicationtakes place in between the two individuals.


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Mass communication

It is a process by which a message issimultaneously transmitted through the use of mass

medium developed for that purpose to a

heterogeneous audience spatially separated,

unknown to each other and to the communicatoron a continuing basis.

It may be defined as the process of human

communication in which mass medium is used tocommunicate a message to a mass audience.


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Inter personal communication Mass communication

The message flow in two way The message flow is mostly one way.

It is face to face communication It is interposed

The feed back is immediate Feed back is not immediate but

delayed feed back.

The message flow is relatively slow., The message flow is rapid

Ability to overcome selective process

is low.

Ability to overcome selective process

is high.

Useful for attitude formation Useful awareness creation

Doubts cleared then and there. Doubts cannot be clearedimmediately.


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Barriers to effective communication The communication must be interpreted and

understood in the same manner as it was meantto be sent by the sender, otherwise it will notachieve the desired result and a communicationbreakdown will occur.

I Noise barriers: Noise is any external factor whichinterferes with the effectiveness ofcommunication.

It may cause interference in the process of

communication by distraction or by blocking apart of the message or by diluting the strength ofthe communication.


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1. Poor timing:A message must be sent at an appropriate time to avoid

these problems.

2. Inappropriate channel: Poor choice of channel of communication can alsobe contributory to the misunderstanding of the message.

3. Improper or inadequate information: The information must be

meaningful -must be precise and point. Ambiguity or use of words that

can lend different interpretations -avoided.

4. Physical distraction:The external and physical distractions should beavoided.-walking visitors nearby communication place. Lighting,

ventilation, Hearing/ visual impairment will also hinder the

communication process.

5. Information overloaded:Overload occurs when individual receive more

information than they are capable of processing. The result could be inconfusion or some important information may be left out.


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II. Interpersonal barriers:

Filtering: Itrefers to intentionally withholding or deliberate

manipulation of information be the sender, either because thesender believes that the receiver does not need all the information orthat the receiver is better off not knowing all aspects of a givensituation.

Semantic barriers: These barriers due to differences in individual

interpretations of words and symbols. The words and paragraphsmust be interpreted with the same meaning as was intended. Toavoid this, the sender can verify its effectiveness by getting feedback.

Perception:Selective perception- attention- retention , the receiveruse to select the communication and pay the attention which he

thinks is useful and interested. Many receivers will retain themessages only selected by him in the communication process whichis known as selective retention.


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Premature evaluation:people often jump to

conclusion even before the message iscompletely communicated.

Distrust in communicator: If the receiver does

not trust that sender foe any reason, he doesnot pay required attention to the message

and he does not believe in the message

received.


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Cultural barriers:Beliefs, customs, habits etc play an important role in thecommunication process.

Senders credibility: When the sender of the communication has high

credibility in the eyes of the receiver, the message is taken much moreseriously and accepted at face value.

Emotions:The interpretation of a communication also depends upon thestate of the receiver at the time when message is received. The samemessage is received when the receiver is angry, frustrated or depressedmay be interpreted differently than when he is happy. Extreme emotionsare most likely to hinder effective communication because rational

judgments are replaced by emotional judgments. Many wordsin any language have different meanings when used in

different situations.

Wrong method of presentation of message.

Feed back barriers: Feed back is the only way to ascertain as to how themessage was interpreted. The feed back may be for the purpose ofcommunicating the results of an action or it may be for asking questionsabout communications for further clarifications.

Tone of voice of the sender.


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Overcoming communication barriers

It is very important for the health workers to recognize andovercome barriers to effective communication.

Feed back: At the end of every communication process thehealth worker has to get proper feedback then and there.Feed back helps in reduce misunderstandings.

Improving listening skills: The sender should have activelistening skills. Good listening habits lead to better

understanding and good relationships with each other. Use language that both sender and receiver familiar with.

Use appropriate tone of voice.

Emotions should be properly responded.

Make sure that outside distractions and interruptions shouldnot interfere in the communication process.

Do not prejudice or value the importance of the messagedue to your previous dealings and experiences with thesender or your perceptions about him, positive or negative.


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Dont jump to conclusion before the message is overand is clearly understood.

Communication should be taken place in appropriatetiming.

Select the least distorted channels.

Summarize and restate the message after it is over tomake sure about the content and the intent of the

message. Clearly written messages can help avoid semantic and

perception barriers. A well written communicationeliminates the possibility of misunderstanding and

misinterpretation. Use simple, local language in communication.

Be specific in your communication.


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UNIT II

Chapter 9

Rumour


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Rumour

Rumour plays an important role in our sociallife.

It is responsible for tensions and rising of an

emotion.

Sometimes rumours are responsible for not

only changes in the public opinion, but also

cause social accidents and even riots.

Spread early in any programme

implementation and without any pertinent

base or reason for it.


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A rumour is a sensational or emotion

arousing news that is conveyed to otherverbally by a person without checking its

authenticity is a rumour.

Generally in the process of transmission arumour gets exaggerated. The result of all

this is sometimes that the real base is

completely lost.


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Definition

Rumour is an unverified story, circulating in

a community alleging the occurrence of a

certain event.

A rumour is a specific proposition for believe

passed along from person to person usually

by word of mouth, without securing

standards of evidence being present.


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Characteristics of Rumour Favourable circumstances: Rumours are spread only when certain

favourable circumstances for their spread are present. Communal riot-when there is communal tension.

Changes in the process of spreading: Rumours are liable to get coloured

and exaggerated in the process of circulation. They pass from one person

to another and in the process of circulation their veracity gets changed.

Arouse emotion: The rumours are responsible for arousing the emotions.

Creating tension and causing social disorganization.

Influence people: Although rumours do not have any secure basis but

they influence people very easily. Generally people get alarmed by these

rumours and believe them.

Causes group reactions: Since they lack the aspect of intelligence or

reason, it is easy to spread. They also cause effect on social organization.

Presence of ambiguity


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Circumstances responsible for spread of rumours

Existence of prestige suggestion in rumours: People believe

the things that are said by persons whom we thinkresponsible or for whom we have a sense of allegiance. In

other words prestige suggestion plays an important role in

the spread of rumours.

Ambiguity: If the circumstances are not clear and there isambiguity, the rumours have their play.

Relationship with the individuals life: Rumours that are

connected with our personal life have lasting effect on us.

We take more interest in the rumours that have relationshipwith the things that have direct or indirect bearing on our

personal life.


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General issues: Rumours spread more easily when

they have connection with the things that are of

general interest and they have bearing on generalissues.

Importance of issues: Rumour is very much

influenced by the factor of the importance of the

issue.

Fear of loss of their prestige among the individual.

The loss of their authority in social life.

Vested interest in their profession.

When unexpected incidences occurred.


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Process of rumour

Leveling: When a rumour travels from one place to the other

or from one man to other, it generally gets leveled or brief.

In the process of levelling unpleasant things are dropped and

pleasant things added. This usually leads to leveling or

getting satisfaction.

Sharpening of certain facts: In the process of travelling ortransmission certain things gets more prominent and

sharpened. It is because the interest of the people and the

interpretation that they make.

Assimilation:Some people, because of their habits are fondof assimilating certain things while on the other they reject.


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Checking or counteracting rumours

The more the spread of rumour in a community, more

damage to the implementation of any programme. So thereis a need to check the propagation of rumours. The person

who propagates the rumours is called as rumour mongers.

Providing correct and adequate information:

Developing mutual contacts: The lack of mutual contactamongst people is very much responsible for spread of

rumours. It is, therefore, necessary that people should be

allowed to mix freely with each other. This will facilitate to

ascertain the facts with others easily.


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Punishment of the rumour mongers: The Government

should take suitable measures to arrest the spread rumour -

rumour mongers should be punished by taking strict actions

against them, like imprisonment, detention, etc.

Censorship: A suitable restriction should be imposed on

media/ press through censorship.

The mass media can be used to counteract the rumours

also.

Involve the programme personnel and the community

before implementation of any new programme. We should

take the peoples confidence in our endeavour.

Get the opinion of great leaders and publicize their

messages to the people through various media frequently


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Serial communication

When the message is passing on from one communicator to

the other the importance of the message gets distorted. The receiver becomes the sender and the he sends the

message to the other receiver and so on.

When the message is reached to the last receiver, it is

completely changed or distorted. It is also called two step flow of communication.

In most of the villages all people may not have access to the

mass media directly.

Some people who are having access directly receive themessage and pass on the message to others who are lacking

the access to those media. There is a chance of the message

getting distorted at every stage.


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UNIT II

Chapter 10

Behaviuoral Change Communication Model


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Behavior Change Communication (BCC): It is

a process of working with individuals,

communities and societies to:

develop communication strategies to

promote positive behaviors which are

appropriate to their settings; AND

provide a supportive environment which will

enable people to initiate and sustain positive

behaviors.

I f ti Ed ti d


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Information, Education and

Communication-IEC

Information, Education and Communication

is a process of working with individuals,

communities and societies to; develop

communication strategies, to promotepositive behaviors which are appropriate to

their settings

S i BCC M d l


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Steps in BCC Model

Unaware

Aware Concern

Acquire knowledge& skill

Motivation

Takes action

Trail

Evaluation

Maintenance /Sustain the change

CC i diff i i


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BCC in different situation

BCC: Going beyond simple teaching andinstruction

BCC: Going beyond simple teaching and instruction

BCC in classroom practices

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