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Communication
Communication can be defined as a process
by means of which a person is in contact
with another through a message and
expects the latter of a response, be
an opinion, activity or behavior. “Alberto Martinez”.
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Communication Skills
❑Active listening
❑Empathy
❑Effective questioning
❑Clear and concise communication
❑Positive reinforcement
❑Building trust
❑Cultural sensitivity
❑Conflict resolution
❑Feedback loop
❑Ethical considerations
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Communication Process
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HUMAN BEHAVIOR
Human behavior refers to physical and
emotional behavior of humans like biological,
social, intellectual which influenced healthy by
cognitive factors, environmental factors and
behavioral factors and others include culture,
attitude, emotions, values, ethics, authority,
rapport, persuasion.
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Types of Health Behavior
✓Health-directed behavior: Observable acts that are undertaken with
a specific health outcome in mind.
✓Heath-related behavior: Those actions that a person does not may
have health implications, but are not undertaken with a specific health
objective in mind.
✓Preventive health behavior: Action taken when a person wants to
avoid being ill or having a problem. E.g., immunization of child.
✓Illness behavioral: Action taken when a person recognize signs and
symptoms that suggest a pending illness, e.g., mother gives her child
cough medicine after hearing her wheeze.
✓Sick role behavior: Action taken once an individual has been
diagnosed (either self or medical diagnoses), e.g., Sick client/patient
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FACTORS AFFECTING HUMAN BEHAVIOR
Biological Factors
Psychological Factors
Social and Cultural Factors
Environmental Factors
Learning and Conditioning
Situational Factors
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HEALTH BELIEF MODEL
Definition
Health belief model is a tool that is used to assess the preventive health
behavior actions, guide health promotion and disease prevention
programs, by focusing on the attitudes and beliefs of individuals. Social
and behavior change communication is interactive process between
individuals, group or community to develop and apply communication
strategies to promote healthy issues and problems of them. If we
provide supportive environment with information and communication
then desired charge can be brought in target group.
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Concept and definitions in health belief model
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STEPS OF BEHAVIOR CHANGE
According to the transtheoretical mode of change, there are six steps of
behavior change. In this, model changes occurs gradually and relapses
may occur. In early stage, people resists for any kind of change. This
model given us small gradual progression of steps towards goal.
✓Precontemplation stage
✓Contemplation stage
✓Preparation or determination stage
✓Action stage
✓Maintenance stage
✓Relapse stage
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TECHNIQUES OF BEHAVIOR CHANGE
❑Information: Used in those individual who lack information regarding the
sources and benefits of behavior change.
❑Education: It focus on applying the provided knowledge. Mainly include skill
building techniques like skill practice, demonstration learning of useful method.
❑Motivation: Motivation intervention can be done. Different appeal can be used
like rational appeal, threat appeal, emotional appeal or joy appeal.
❑Deforcement: Behavior can be reinforced by praising, reward, token, extra
benefits, etc.
❑Social process: Family members can encourage individual to avail health service
and provide support.
❑Self monitors: During implementation of plan advice individual for self
monitoring of behavior.
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GUIDING PRINCIPLES IN PLANNING BCC ACTIVITIES
✓BCC activity should be initiated with the goal and objectives.
✓Formation assessments should be carried out while developing BCC
messages to improve understanding the need, and barriers for behavior
change.
✓In BCC development, target population must participate in all phases
of the program development and implementation.
✓Variety of communication channels can be used than one.
✓In design stage of BCC, key and direct stakeholders need to be
involved.
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STEPS OF BCC
Many studies have revealed that IEC method of Communication have
stop creating awareness in general population but in place of that BCC
is characterized by its direct approach towards changing behavior.
Audiences are carefully segmented, messages and materials are
presented and both media and interpersonal channels are used to achieve
behavioral objectives.
Steps of BCC are as follow:
❑Analysis
❑Strategic design
❑Development and testing
❑Implementation and monitoring
❑Evaluation and re-planning.
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SOCIAL AND BEHAVIOR CHANGE COMMUNICATION
STRATEGIES (SBCC)
Social and behavior change communication is an iterative process of
any type of intervention with individual, groups or community so that it
can develop communication strategies which further helps to promote
positive behavior which are suitable to their settings and will further
solve the world’s most crucial health problems. This will one by one
provides a supportive environment which will empower people to
commence, encourage and maintain positive and desirable behavior
outcomes.
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Key Strategies
❑Audience Segmentation
❑Research and Data Analysis
❑Clear Messaging
❑Use of Multiple Channels
❑Cultural Sensitivity
❑Community Engagement
❑Positive Role Models
❑Storytelling
❑Monitoring and Evaluation
❑Adaptability
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BARRIERS TO EFFECTIVE COMMUNICATION
Semantic Barriers
• These are also called language barriers. These occur due to poor communication
between the sender and receiver. There can be poor quality of message, lack of
clarity, complex way of providing information by sender and use of more technical
and typical words which are difficult to understand. Like idioms, misunderstood
words.
Psychological Barriers
• State of mind of sender and receiver can make difficult to under the information.
• It can lead to misunderstanding.
• Premature evaluation and conclusion of the information by the receiver can also
lead to misunderstanding.
• If the information is passed within multiple sources than there is higher possibility
that the original message is not conveyed.
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Organizational Barriers
• These are caused due to structure rules and regulations present in the organization.
• Sometimes due to superior subordinate relationship, free flow of communication may not be
possible.
• Complexity of organizational structure and multiple manager can make difficult to convey the
message.
• These kinds of barriers hamper the productivity of organization.
Cultural Barriers
• Culture is the shared set of belief, values, behaviors, laws and ceremonies by a group of
people. What is acceptable in one cultural may not be understood in another.
• Ethnocentrism is the idea that the culture of a particular individual is better than all other
cultures.
• Arise due to lack of similar and different beliefs among different culture.
• Body language and gestures can be mistaken.
• Sterotyping and prejudices can create communication barrier.
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Physical Barrier
Physical barriers to communication include noise, message distortion,
technical difficulties, time, distance, poor lightning, outdated equipment,
poor lighting, environment, etc. Due to physical barriers, immediate
situation can be disturbed. These elements can prevent the sender from
delivery a message to the receiver or they can cause the receiver to
misinterpret the message.
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HEALTH PROMOTION AND HEALTH
EDUCATION
Health Promotion
“Health promotion is the process of
enabling people to increase control
over and to improve their health”.
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Methods/Techniques of Health Promotion
• Health education: Providing information and knowledge about Healthy
lifestyles, disease prevention, and the importance of regular exercise etc.
• Behavior change: Encouraging individuals to adopt and maintain Healthy
behaviors through techniques such as goal setting, self-monitoring, social
support, and incentives.
• Community engagement: Involving communities in health promotion activities
through partnerships, grassroots initiatives, and Community-based
Organizations.
• Advocacy: Promoting policies and regulations that support Healthy
environments, such as smoke-free zones, healthy food access, and active
transportation option.
• Social marketing: Using marketing Principles to promote positive Health
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Health Education
Health education is education to
people about health concerned with
communication of information,
motivating people, develop skill
and appropriate action to mold
them.
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Objectives of Health Education
✓To cultivate required practices/habits in Community people.
✓To develop knowledge of importance of health in school students and
in Community people.
✓To develop healthy attitude regarding health, health practices and
importance of health in Community.
✓To appreciate various health programs run by government and to
improve the necessary materials required for the implementation of all
these health related programs.
✓To teach Community the importance of development of their physical,
mental and emotional health.
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Health Education Approaches
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AUDIO-VISUAL AIDS/ INSTRUCTIONAL MATERIAL
“A-V aids are those aids which help
in completing the process of
learning”. They stimulate thinking,
motivation and interest in learning
experience more concreted and
effective, more realistic and
dynamic.
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Types
On the basis of communication
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On the basis of technique used
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Advantages
• Makes learning process very effective and conceptual.
• Provides realistic approach and experience.
• Enhances energy level of teachers and students.
• Grabs attention of students.
Disadvantages
• Need space
• Convenience
• Expensive
• Technical problems
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