DIFFUSION

APPROACHES
COD 303
INTRODUCTION
DEFINITIONS OF COMMUNICATION

 Communication is effective self-expression

 Communication is the exchange of messages in writing, speaking or images
 Communication is sharing information or providing entertainment through words or speech or
other methods
 Communication is the exchange of messages between individuals using common symbol system
 Communication is the process whereby one person transmits a message through a channel to
channel to another person with some effects
• Communication is the transmission of information with the intention of influencing an audience.
It is a symbolic, purposive, two-way process which is highly contextualized
DEFINITION

Diffusion Approaches are a monologic development communication perspective. They are

a one-way flow of information for the purpose of disseminating information and messages
to induce change.
Its main intentions can be divided into two different types of applications: (1)
communication to inform (or simply “information,” as Latin American scholars such as
Pasquali [2003] and Beltrán Salmón [2000] refer to it); and (2) communication to persuade.
COMMUNICATION TO INFORM

This involves a linear transmission of information, usually from a sender to many receivers.
It is used when raising awareness or providing knowledge on certain issues. It is
considered enough to achieve the intended goal (for example, informing a community about
the activities of a project or informing the public about a reform coming into effect). In
other instances, the dissemination of information is only a temporary stage to be reached in
a longer process aimed at achieving behavior changes. This modality can be labeled
“communication to persuade.”
Diffusion approaches in communication for behavior change use methods and media to
persuade individuals to adopt specific practices or behaviors. These approaches are
frequently used in health and other development initiatives.
Communication for behavior change aims to foster positive behavior; promote and sustain
individual, community, and societal behavior change; and maintain appropriate behavior
Its underlying assumption is that individual attitudes and behaviors can be changed
voluntarily through communication and persuasion techniques and the related use of
effective messages. Since the approaches, methods, and media used for this modality rely
mostly on the one-way model, the mode of reference is monologic communication
In many cases, approaches to persuade still rely on the classic notion of one-way
communication. The primary objective is for the sender to be able to persuade the receivers
about the intended change. In this model the feedback is a sort of tune-up, allowing the
sender to refine the persuasive message
 BASIC FEATURES OF COMMUNICATION MODES
Monologic Mode Dialogic Mode
Compare and Communication to Communication to Communication Communication to
Contrast inform persuade to assess empower
Main Purpose To raise awareness To change attitudes To assess probe To involve
or increase and behaviors of and analyze the stakeholders in
knowledge of key key audiences situation decisions over key
audiences issues
Mode o f reference One way One-way model Two- way model Two- way model
(monologic) ( monologic) (dialogic) (dialogic)

Preferred methods Predominant use of Predominant use of Wide range of Use of dialogue to
and Media mass media mass media methods to promote
investigate issues participation
 THE CONCEPTUAL APPROACHES TO
DEVELOPMENT COMMUNICATION
Development communication The Diffusion Model( one-way Participatory communication
monologic communication)
Definition of problem Lack of information Lack of stakeholder involvement/
engagement
Notion of culture Culture as an obstacle Culture as a “ way of life”
Notion of groups of reference Passive target audience Active target stakeholders
Notion of education banking pedagogy Liberating pedagogy
How are you communicating Messages to persuade Social issues engaged problem
solving dialogue
Main notion of change Individual behavior Individual and social behavior,
social norms, power relations
Expected outcomes Change of individual behavior, Articulation of political and social
numerical results processes, sustainable change,
collective action
Duration of activity Short term and mid term Mid and long term