HEALTH

COMMUNICATION

1 02/04/23
 Definition
The word communication come from latin
word ‘communis’ meaning make common
ground of understanding, to share
information, ideas or attitude, to impart, to
transmit.

Evert M. Rogers (1993), defined

“communication as the process by which an
idea is transferred from a source to a receiver
with intent to change his/her behavior.
2 02/04/23
 Cont----
Is a process by which information is
exchanged between individuals through a
common system of symbols, signs, or
behavior.
Any verbal or non-verbal behavior that is
perceived by another person.
It’s the process by which the sender/
source reaches the receiver/ destination
with thoughts, ideas, feelings, facts &
values
3 02/04/23
 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

4 02/04/23
 Effective Communication
The successful exchange of information
between individuals.
when the receiver interprets the sender’s
message in the same way the sender
intended it.
Successful communication
Is said to be accomplished when the
receiver not only receives the message but
also accept, interpret and use it in the
manner intended by the source
5 02/04/23
 Effective communicator
An effective communicator is
successful in establishing an active
two-way link with another individual
or group.

6 02/04/23
 Use of Communication
Have dialogue with communities including
minorities and disadvantaged groups.
Influence decision makers to adopt health
promoting policies and laws
Raise awareness among decision makers
issues of poverty, human rights, equity,
environmental issues.
Ensure that the public gives support to
government health promoting activities.
7 02/04/23
 cont---
Communicate new laws and policies
to the public
Raise public awareness of issues in
order to mobilize community
participation.
Develop community action on health
issues.
8 02/04/23
 Components of communication process

9 02/04/23
 A-Source (Encoder):
This is the originator of message, which
can be an individual or groups; or it can
also be institution or organization
He should communicate his message in
the way that a message easily understood
by the receiver
He should arrange his/her ideas in such a
manner that he organizes his message for
the benefit of the receiver.
10 02/04/23
 Characteristics of effective
communicator

1. He/she should be knowledgeable and

fully conversant with the subject under
discussion.
2. He/she should have credibility before
sincerity, honesty and intellectual
capability.

11 02/04/23
 Cont---
3. The communicator need to have
proper communication skill and
should have skill in selecting and
using the channel.
4. The communicator should have proper
attitude towards the receiver and the
subject matter.
5. Feedback should be ensured.

12 02/04/23
 B-Message

This is the idea that is communicated

Mostly expressed in the form of language
or symbols.
 It causes a response to occur instead of
this called as a stimulus.

Characteristics of good message

1.It should be need-based and timely and
appropriate or relevant.
13 02/04/23
 cont.…
2. It should be supported by factual
material to give it proper authenticity.
3. The channel should be manageable by
the communicator and should be
appropriate.
4. It should be clear, understandable
and reliable

14 02/04/23
 Effectiveness of the message
determined by
Psychological factors: intelligence,
level of education, prior information,
and selective perception.
Linguistic factors: vocabulary,
grammar, etc.
Receiver factors: culture, class, etc.

15 02/04/23
 C. Encoding
The process translates ideas, facts, feelings, opinions
etc. into symbols, signs, actions, pictures, audio-visuals
etc.
D. Channel
Physical means by which a message travels from source to
receiver.
It should be familiar both to the communicator
and communicatee.
 It should be appropriate to the message.
It should be available and accessible.
Classification of channels
(1) Interpersonal (face to face)
(2) Mass media
16 02/04/23
 E. Decode
A mental process by which Stimuli received by
individual sense organ are given proper meaning
according to individual way of thinking
F. Receiver
This is the person for whom the communication is
intended
The receiver of the message exercises not only the
sensory organs but also his brain and mind.
The brain analyses the message and makes sense out
of it (this referred as perception=decoding +
thinking)
17 02/04/23
 Effect
Change in receiver's attitude, knowledge
and practice.
Feed back
The final result we get from the receiver, it
can be positive or negative
Feed back is not necessarily in written
language

18 02/04/23
 Types of Communication
1. One-way communication
Sender  message  Channel  Receiver.

This is a linear type of communication in which

information flows from the source to the receiver
There is no input (feed back) from the receiver
The model is best used when the message is
simple and needs to be communicated quickly .
There is no opportunity to clear up
misunderstanding and meaning is controlled by
the receiver.
19 02/04/23
 Advantages
- Faster participation audience
Disadvantages
 Little attention
No feed back
 Does not influence behavior

20 02/04/23
 2. Two-way communication

As the message is more complex, two

way communication becomes essential.
Information flows from the source to
the receiver and back from the receiver
to the source
The message is controlled by the
sender

21 02/04/23
 Advantages
-More audience participation
- Learning is more democratic
- feed back is possible
-Influence behavior change
Disadvantages
- Time taking
22 02/04/23
 Stages in communication process
The following diagram shows the stage in communication process

Sender Receiver

gain attention

Message understood

Acceptance and change

Behavioral change

Change in health

23 02/04/23
 Stage 1.Reaching the intended
audience
Any communication must attract attention
so that people will make the effort to listen
and read it.
It can not effective unless it seen or heard
by effective audience
The common problem is reaching the
converter
E.g. Posters placed at the clinic or talks
given at the antenatal clinics.
24 02/04/23
 Stage 2-Attracting the audience’s
attention
Any communication must attract
attention so that people will make the
effort to listen/read it.
It is possible an individual exposed
to different information at the same
time only she/he give attention to
one of the message in which he/she
absorbed
25 02/04/23
 Factors that increase attraction
during communications fall in to
two main groups
A. Physical characteristics that attract attention
include
 Size e.g. size of the whole poster
 Intensity –bald reading in a sentence
 High pitched sounds e.g. police sirens
 Color-primary colors such as red and
yellow
 Pictures-photographs and drawing

26 02/04/23
 B. Motivational characteristics
 Novelty-an unusual features,
unfamiliar and surprising
objects
 Interest-felt needs of audience
 Entertainment and humor

27 02/04/23
 Stage 3: Understanding the
message (perception)
 Two person hear the same thing but they
might interpret (understand) differently
This may be due to
 When complex language will be used
 When unfamiliar technical words are
used
 When too much information is
bumped at one time
28 02/04/23
 Stage 4: Promoting change
(acceptance)
A communication should not only
be received & understood; it should
be believed & accepted.
It is easier to change beliefs when
they have been acquired only
recently and when its effects can be
easily demonstrated.
29 02/04/23
 Common examples of
communication failure
 Walking past the poster without
bothering to look at it.
 Not paying attention to the health
talk or
demonstration at the clinic.
Turning off the radio programme or
switching
over.
30 02/04/23
 Stage 5: Producing a change in
behavior
For a change in behavior to occur the
target of the communication should
lies towards change in behavior
The enabling factor should be
fulfilled
Peer, family assistance will be
necessary

31 02/04/23
 Stage 6: Improvement in health.
Improvements in health will only take
place if the behaviors have been carefully
selected so that they really do influence
health
If your messages are based on outdated &
incorrect ideas, people could follow your
advice but their health would not improve
In short, for improvement of health
appropriate information is mandatory
32 02/04/23
 A. Methods of communication
There are four methods of communication.
These are :-
1. Intrapersonal communication

2. Interpersonal communication

3. Group communication

4. Mass communication
33 02/04/23
 Methods of communication…
1.Intrapersonal Communication
 It is language use or thought ideas attitude
internal to the communicator.

 It is the active internal involvement of the

individual in symbolic processing of messages.

 It can be useful to envision intrapersonal

communication occurring in the mind of the
individual in a model which contains a sender,
receiver, and feedback loop.
34 02/04/23
 Methods of communication…

Intrapersonal communication can encompass:

Day-dreaming

Nocturnal dreaming, including and especially

lucid dreaming

Speaking aloud (talking to oneself)

Writing (by hand, or with a word processor,

etc.) one's thoughts or observations
35 02/04/23
 Intrapersonal communication Cont….
Making gestures while thinking

Sense-making e.g. interpreting maps, texts,

signs, and symbols

Interpreting non-verbal communication e.g.

gestures, eye contact

Communication between body parts; e.g.

"My stomach is telling me it's time for
lunch."
36 02/04/23
 Methods of communication…
2. Interpersonal Communication

37 02/04/23
 Interpersonal Communication cont….

It is defined by communication scholars in

numerous ways,

 usually describing participants who are

dependent upon one another and have a
shared history.

Although it can encompass oral, written,

and nonverbal forms
38 02/04/23
 Interpersonal Communication cont….

It takes place between two or more

individuals on a personal, face-to-face
level.

Has either one-way or two-way style

Has direct & indirect communication

channels
39 02/04/23
 Interpersonal Communication cont….

Advantages:
1. The transmitter speaks the receiver listens;
then the receiver speaks, the transmitter
listens; they both interact with each other.
2. Questions can be asked and answered, facts
can be stated definitely and specifically.
3. Multi-channel effect of personal
communication.
4. Useful in all stages of adoption of
innovations.
5. Useful when topic is a taboo or sensitive.
40 02/04/23
 Interpersonal Communication cont….

Disadvantages :

1. The fact that it calls for the use of many

languages;

2. Requires personal status;

3. Needs professional preparation and knowledge.

41 02/04/23
 Methods of communication…

3. Group communication

 Group communication is a face-to-face

communication with several other people.

 The members they have a common interest

& work together for a common goal.

 Groups have an impact on decision making.

42 02/04/23
 Group communication cont…

Small-group communication refers to the nature

of communication that occurs in groups that are
between 3 and 12 to 20 individuals .

Small group communication generally takes place

in a context that mixes interpersonal
communication interactions with social clustering.

Its draw back is, large groups tend to be

dominated by one or two members to the
detriment of the others.
43 02/04/23
 Methods of communication…
4. Mass Communication

 It represents the creation and sending of a

homogeneous message to a large heterogeneous
audience through the media.

 It studies the uses and effects of the media by

many as opposed to the study of human
interaction as in other communication contexts.

 The units of analysis for mass communication

are the messages, the mediums, and the audience.
44 02/04/23
 Mass Communication cont …

It covers a wide area, comprising of closely related

fields of advertisement, communication and public
relations.

The aim of mass communication in health

education is to create awareness of a problem, to
transmit knowledge, to set and change norms, and
if possible to offer alternative of behaviour.

 Mass communication is one sided .

Mass communication lacks direct contact. 02/04/23

45
 Mass Communication cont …

Advantages of a mass media:

1. They can reach many people quickly.

2. Mostly they are believable if the sources are very

credible and obtained from highly respected person.

3. They can provide continuing reminders and

reinforcement.
Example: promotion of breast-feeding,
repeated Radio and TV messages are important
reminders.
46 02/04/23
 Mass Communication cont …

disadvantages of mass media :

a. Mass communication may create anxiety or

insecurity when contradictory messages is
transmitted.

b. The fact that "others", in large numbers, are

exposed to the same appeal may create a sort
of "this doesn't concern me" type of attitude.

47 02/04/23
 Mass Communication cont …
key principles in achieving successful mass communication.

1. Clear definition of objectives

2. Co-ordination of the activities

3. Continuous evaluation and feedback.

48 02/04/23
 Sources of communication barrier
1. Transmission Barriers - defect in channel

2. Conflicting Messages
 Messages that cause a conflict in perception for the
receiver.
Eg Jargon or slang, a supervisor requests a report
immediately without giving enough time.

49 02/04/23
 3. Information Overload
 people do not pay attention to all communications
they receive but selectively attend to..

4. Social and Cultural Barriers

5. Literacy Levels
-Low Health Literacy

50 02/04/23
 Classification of barriers of communication
Can be classified in to:

1. Physiological / Physical
2. Psychological
3. Environmental
4. Social/cultural

51 02/04/23
 1. Physiological / physical
Illness, fatigue, pain etc
Sensory impairment
Eye contact, tattoos
Poor listening skills and receiver distortion
Personal problems
Lack of common experiences
Misreading of body language
Age and sex difference
 Sender used too many technical words for the audience

52 02/04/23
 2.Intelectual barriers –natural ability ,home
background, schooling
3.Emotional barriers
 Readiness ,willingness, eagerness of the
receiver ,emotional status of receiver

53 02/04/23
 4. Psychological
Attitudes/Beliefs related to:
Sender or the information
Lack of interest in the message
Fear and mistrust
Negative attitude and distorted perception
More affinity to self rather than audience
No entry point of agreement
Aggressiveness
Power play
Communication apprehension

54 02/04/23
 5. Environmental
Noise and Distractions
Problems associated with media
Time of day, day of the week
Room set up, color, temperature
Place of the education center
Lack of services

55 02/04/23
 6. Social/cultural
Cultural differences
Socioeconomic differences
Customs beliefs , religion, economic class
differences ,language variation
Language (use of Jargon, lack of word picture,
Lack of vocal variety, “no road map”
Intransigence: "We've always done it this way!“
Secrecy: “we don’t want any interference”

7.Inconsistencies b/n verbal and non verbal comm..

56 02/04/23
 How to overcome communication
barriers
Good communication skills (telling, listening,
asking, observing, understanding)
1. The sender must know his/her audience’s
background
age and sex
social status
education
job/work
interests/problems/needs
language

57 02/04/23
 2. The messages must be:
 timely
 meaningful/relevant
 applicable to the situation.

3. The audience must remove their own barriers.

 The non-listener type – who refuse to listen
 The know-it-all type – who thinks he/she knows
the answer to everything.
 The impatient type – who is reluctant to sit and
jumps to conclusion.
 The negative personality – who enjoys saying
’’ No ’’ to everyone.

58 02/04/23