Health
Communication
Dr. Narottam Samdarshi
Associate Professor
Community Medicine
Communication is to bring about a change in the desired
direction of the person who receives the communication.
- Cognitive level in terms of increase in knowledge;
- Affective in terms of changing existing patterns of behaviour
and attitudes;
- Psychomotor in terms of acquiring new skills.
Our ability to influence others depends on our communication skills,
e .g., speaking, writing, listening, reading and reasoning.
These skills are much needed in health education.
THE COMMUNICATION PROCESS
1. sender (source)
2. receiver (audience)
3. message (content)
4. channel(s) (medium)
5. feedback (effect)
1 . Sender
To be an effective communicator, he must know:
- his objectives, clearly defined
- his audience : it's interests and needs
- his message
- channels of communication
- his professional abilities and limitations
2. Receiver - (controlled- homogeneous & uncontrolled or free- )
3 . Message
A good message must be :
- in line with the objective (s)
- meaningful
- based on felt needs
- clear and understandable
- specific and accurate
- timely and adequate
- fitting the audience
- interesting
- culturally and socially appropriate
4 . Channels of communication
The total communication effort is based on three media systems:
a. Interpersonal communication
b. Mass media
c. Traditional or folk media- folk dances, singing, dramas,
Nautanki in Uttar Pradesh, Burrakatha in Andhra Pradesh
and Harikatha
5. Feedback
TYPES OF COMMUNICATION
1. One-way communication (Didactic Method)
The drawbacks of the didactic method are :
- knowledge is imposed
- learning is authoritative
- little audience participation
- no feedback
- does not influence human behaviour
2 . Two-way communication (Socratic method)
3 . Verbal communication
4. Non-verbal communication
5. Formal and informal communication
6 . Visual communication
7 . Telecommunication and internet
BARRIERS OF COMMUNICATION
1. Physiological - difficulties in hearing, expression.
2. Psychological - emotional disturbances, neurosis, levels of intelligence,
language or comprehension difficulties.
3. Environmental - noise, invisibility, congestion
4. Cultural –
illiteracy, levels of knowledge and understanding, customs, beliefs,
religion, attitudes, economic and social class differences, language
variations, cultural difficulties between foreigners and nationals,
between urban education and the rural population.
HEALTH COMMUNICATION Functions
Health education is the foundation of a preventive health care system.
Functions of health communication
1. Information
2. Education
3. Motivation
4. Persuasion –
5. Counselling
6. Raising morals
7. Health development
8. Health Organization - vertical and horizontal communications
4. Persuasion –
- Art of winning friends and influencing people.
"a conscious attempt by one individual to change or influence the
general beliefs, understanding, values and behaviour of another
individual or group of individuals in some desired way"
5 . Counselling
A counsellor should be able:
- to communicate information
- to gain the trust of the people
- to listen sympathetically to people who are anxious, distressed and
possibly hostile.
- to understand other person's feelings and to respond to them in such
a way that the other person can feel free to express his feelings
- to help people reduce or resolve their problems.
