What is Social and Behavioral Change
Communication?
- SBCC is a process of interactively
communicating with society as part of a program
of information dissemination, motivation,
problem solving and planning.
- it uses variety of communication channels to
drive and sustain positive behavior among people
and societies.
3 CORE PRINCIPLES OF SBCC
1. COMMUNICATION
2. BEHAVIORAL CHANGE
3. SOCIAL CHANGE
BEHAVIORAL CHANGE THEORY
4 SOCIAL FACTORS INFLUENCING BEHAVIOR
Commitment and Reciprocity - monitored by
other people - have a strong bearing on our
behavior
Ego - people tend to behave in ways that make
them feel good about themselves
Messenger - huge influence between messenger
and audience (huge demographic and behavioral
similarities = easy persuasion of audience)
Social Norms - basis of society’s norms
Socio-Ecological Model - used to recognize that
individuals affect and are affected by social
influences and environmental interactions.
Individual - Relationship - Community - Societal
Core Principles of SEM
1. ) Behavior Change Communication - can work
via direct communication with another individual.
Can also work though mass campaigns
2. ) Social Change Communication - encourages
participations. Includes social norms and culture-
specific practices
3. ) Social Mobilization - raise awareness of
social problem. Adopted to engage and motivate
national and community leaders. The catalyst of
these social changes is the community
4. ) Advocacy - consists of well-thought and
organized efforts. Designed to convince to make
social changes at the policy level.
PROCESS MODEL - describes the flow of work of
activities. Used to represent and analyze a series
of activities that occur repeatedly and on a
regular basis.
IMPORTANCE OF BCC/SCC
1. ) Promotes Health and Prevents Disease
2. ) Empowers Individuals
3. ) Builds Awareness and Advocacy
4. ) Addresses Social Inequalities
5. ) Enhances Program Effectiveness
IMPORTANCE IN EMERGENCIES
- Affected communities for prevention,
containment, and control.
- Communities need to be informed, motivated,
and equipped to practice protective behaviors.
- Provide accurate, clear, relevant, and timely
information to the public.
- Address myths and misconceptions
- Maintain public trust
- Prepare communities for emergency response
- Reassure the public
- Support communities and countries to recover
and rebuild
KEY AREAS IN WHICH EMERGENCY
COMMUNICATION PILLAR MAY INTERVENE:
- Coordination
- Community mobilization and action
- Message development and dissemination
- Capacity development
- Monitoring and evaluation
COMMUNICATION MODEL - pictorial
representation of the communication process,
ideas, thoughts, or concepts through diagrams.
- systematic representation of the process that
help us understand how communication can be
carried out.
HEALTH BELIEF MODEL - 1950s (U.S Public
Health). Understand the failure of people to
adopt disease prevention strategies for early
detection of disease.
Demographic Variable (age, gender)
Psychological Characteristics (personality, peers,
pressure, etc.)
THEORY OF PLANNED BEHAVIOR - started as
Theory of Reasoned Action in 1980. Explains
individual behavior as resulting from intentions,
that are influenced by attitudes, SN, and PCC.
TRANSTHEORETICAL MODEL - developed by
Prochaska and DiClemente in late 1970s. Focuses
on the decision-making of the individual and is a
model of intentional change .
Precontemplation - Contemplation -
Determination - Action - Maintenance -
Termination
SOCIAL COGNITIVE THEORY - started as Social
Learning Theory in 1960s by Albert Bandura.
Influence of individual experiences, actions of
others, and environmental factors on an
individual’s behavior.
Self-Efficacy a. Observational Learning
B. Reciprocal Determinism
C. Reinforcements
=Behavioral Capability
DIFFUSION OF INNOVATION - Everett M. Rogers
in 1962 (one of the oldest science theories)
- explain how an idea or product gains
momentum and diffuses through social system
INNOVATORS
EARLY ADOPTERS
EARLY MAJORITY
LATE MAJORITY
LAGGARDS
HEALTH AND BELIEF MODEL
- person’s belief in a personal threat of an illness
or disease together with a person’s belief in the
effectiveness
THEORETICAL CONSTRUCTS
1. Perceived susceptibility - refers to a person’s
subjective perception of the risk of acquiring an
illness or disease.
2. Perceived severity - person’s feelings on the
seriousness of contracting an illness or disease
(leaving it untreated)
3. Perceived benefits - person’s perception of the
effectiveness.
4. Perceived barriers - person’s feelings on the
obstacles to performing a health action.
5. Modifying variables - individual characteristics
(demographic, psychosocial, structural variables).
6. Cues to action - stimulus needed to trigger
decision-making process
7. Self-efficacy - level of a person’s confidence in
her ability of perform a behavior
THEORY OF PLANNED BEHAVIOR
- 1985
- Theory of Reasoned Action
- Azjen Fishbein
- Individuals may intend to perform a behavior
but cannot do so due to external factors beyond
control.
Transtheoretical Model as Stages of Change
- Prochaska and DiClemente in late 1970s
- focuses on decision-making of the individual.
Precontemplation - Contemplation -
Determination - Action - Maintenance -
Termination/Relapse
Process of Change
Consciousness Raising - increasing awareness
about the healthy behavior.
Dramatic Relief - emotional arousal about the
health behavior, whether positive or negative
arousal about the health behavior
(positive/negative)
Self-Reevaluation - self reappraisal to realize the
healthy behavior is part of who they want to be.
Environment Reevaluation - Social reappraisal to
realize how their unhealthy behavior affects
others.
Social Liberation - environmental opportunities to
how supportive society of the healthy behavior.
Commitment to change behavior.
Helping Relationships - finding supportive
relationships and encourage to change
Counter-conditioning - substituting healthy
behaviors and thoughts for unhealthy behaviors
and thoughts.
Reinforcement Management - rewarding the
positive behavior and reducing reward coming
from negative behavior.
Stimulus Control - reengineering the environment
to have cues support and encourage healthy
behavior and remove unhealthy behaviors.
Decisional Balance - individual’s belief that they
have ability to perform a new behavior.
Self-efficacy - individual’s belief that they have
the ability to perform and maintain a new
behavior.
SOCIAL COGNITIVE THEORY
Social Learning Theory - Alberrt Bandura
(Canadian-American Psychologist)
- explains human behavior in terms of continuous
reciprocal interaction between cognitive,
behavioral, and environmental influences.
DETERMINES HUMAN BEHAVIOR
- Cognitive Factors (Personal Factors)
- Environmental Factors
- Behavioral Factors
BANDURA’S SOCIAL LEARNING THEORY
Observing - people observe others
Imitating - people copy behavior of those
observed
Modeling- people become models and will be
observed by others
FOUR CONCRETE STAGES OF SOCIAL LEARNING
ATTENTION - lesson or experience to have an
impact on an observer.
RETENTION AND MEMORY - learned experience
to make a lasting impact
INITIATION AND MOTOR CAPABILITY - carry out
the lesson learned, observer needs to reenact.
MOTIVATION - source of motivation include
anything from external rewards and bribes.
3 CORE CONCEPTS OF SOCIAL LEARNING
THEORY
MODELING
EFFICACY - feeling of empowerment or
confidence
PARASOCIAL INTERACTION - takes place when
people begin to identify with and think of
fictional characters as if they were real people.

DIFFUSION OF INNOVATION THEORY

- Everette Rogers 1962
- one of the oldest social science theories
- American Communication Theorist and
Sociologist
- explains how an idea, product, or behavior
gains momentum before it diffuses.
- DOIT describes pattern and speed at which
ideas, practice, products spread through.

Diffusion - process by which an innovation is

communicated through certain channels
Innovation - idea, practice, or object perceived
as new.

FOUR ELEMENTS OF DOIT

Innovation - idea, practice, object, perceived as
new.
Communication Channel - take messages from
one individual to another.
Time - length of time it takes from people to get
adopted to the innovations in a society.
Social System - interrelated network group to
solve problems for a common goal.

3-WAYS DECISIONS ARE TAKEN

1. Optional - individuals made decision about the
innovation in the social system themselves
2. Collective - the decision made by all
individuals
3. Authority - few individuals made the decision.

Innovators - people who want to be the first to

try the innovation.

Early Adopters - people who represent opinion

leaders. They are already aware of the need to
change and so are very comfortable adopting
new ideas.

Early Majority - rarely leaders, but adopt new

ideas before the average person. Need to see
evidence before willing to adopt it.

Late Majority - people skeptical of change and

will only adopt an innovation after it has been
tried by the majority.

Laggards- people bound by tradition and very

conservative. Skeptical of change and are
hardest group to adopt.