UWK HP 3 Comm Part Sem4A Jan11 1

Community Participation

Rst-06-2011-FK-sem 6AUWK-FK-HP- PCS-RST-06-11*

UWK-FK-HP- PCS-RST-06-11

Five overarching conclusion of The PCS Experience in the Field Health communication programs can be effectiveThe larger the program reach, the greater the impact.Entertainment-education (Edutainment) is a powerful tool to reach large numbers of people and engage hard-to-reach audiences.UWK-FK-HP- PCS-RST-06-11*


Five overarching conclusion of The PCS Experience in the Field 4. The more participatory the program, the more readily it can lead to sustained individual and social change.5. Every program has three main constituencies, each one of which must be satisfied.a. audiences / target populationb. Implementer / providerc. Sponsors / donors

UWK-FK-HP- PCS-RST-06-11*


LEARN 52 LESSON from PCSADDRESS 11 KEY PROGRAM ISSUES LEARN ABOUT LOCAL NEEDS.. Propose specific activities that focus on priority local needsMOBILIZE YOUR TEAM WITH A CLEAR STRATEGY.. Include team members from different disciplines and create opportunities to work together. DECENTRALIZATION .. tailor information to local concerns



LEARN 52 LESSON from PCSADDRESS 11 KEY PROGRAM ISSUES

4. INTEGRATION OF SERVICES.. develop communication programs for different or multiple health interventions. 5. QUALITY OF CARE .. communication skills as well as technical skills of providers to improve quality of care. UWK-FK-HP- PCS-RST-06-11*


LEARN 52 LESSON from PCSADDRESS 11 KEY PROGRAM ISSUES 6. GENDER.. Observe differences, between treatment of men and women and organize state a theoretical behaviour change model to guide your program7. STIMULATE COMMUNITY PARTICIPATION.. Identify key groups and youth leaders, develop specific programs with and for them.



LEARN 52 LESSON from PCSADDRESS 11 KEY PROGRAM ISSUES

8. DEAL WITH CONTROVERSY.. Establish and maintain good working relations with the media before controversy occurs & Find evidence of public support to counteract critics. UWK-FK-HP- PCS-RST-06-11*


LEARN 52 LESSON from PCSADDRESS 11 KEY PROGRAM ISSUES 9. MEASURE HOW THE PROGRAM WORKED.. Plan for evaluation at the start of any intervention. Use and clearly state a theoretical behaviour change model to guide your program UWK-FK-HP- PCS-RST-06-11*


LEARN 52 LESSON from PCSADDRESS 11 KEY PROGRAM ISSUES 10. SHARE RESULTS AND CREDIT .. Combine qualitative and quantitative methods. Design evaluations not only to measure impact but also to improve future programs

11. BUILD CAPACITY AND SUSTAINABILITY Do not claim more impact than you can demonstrate. Use information technology to disseminate program resultsUWK-FK-HP- PCS-RST-06-11*


definitionUWK-FK-HP- PCS-RST-06-11*Diffusion as the process by which an innovation 2) is communicated through certain channelsover time 4) among the member s of a social system.


Social ChangeDiffusion is a kind of social change, define as the process by which alteration occurs in the structure and function of a social systemWhen new ideas are invented, diffused, and are adopted or rejected, leading to certain consequences, social change occurs.UWK-FK-HP- PCS-RST-06-11*


CROSS CULTURAL COMMUNICATIONDiffusion of Innovation Stages (Rogers et al)A WARENESSI NTERESTE VALUATIONT RIALA DOPTION

Perceived Characteristics of the InnovationRELATIVE ADVANTAGEOBSERVABILITYTRIALABILITYINCOMPATIBILITYCOMPLEXITYUWK-FK-HP- PCS-RST-06-11*


STAGES in the INNOVATION-DECISION PROCESS : 5 stepsKNOWLEDGE: occurs when an individual / Dec-Making unit, in exposed to the innovations existence.PERSUASION: occurs when an individual forms a favorable or unfavorable attitude toward the innovationUWK-FK-HP- PCS-RST-06-11*


STAGES in the INNOVATION-DECISION PROCESS3. DECISION occurs when an individual engages in activities that lead to a choice to adopt or reject the innovation4. IMPLEMENTATION occurs when an individual puts an innovation into useUWK-FK-HP- PCS-RST-06-11*


STAGES in the INNOVATION-DECISION PROCESS5. CONFIRMATION occurs when an individual seeks reinforcement of an innovation decision that has already been made, but he or she may reverse this previous decision if exposed to conflicting messages about the innovation



STAGES in the INNOVATION-DECISION PROCESS

UWK-UWK-FK-HP- PCS-RST-06-11*Communication ChannelsKNOWLEDGEPERSUASIONDECISIONPRIORCONDITIONPrevious practiceFelt needs /problemsInnovativenessNorms of the soc.syastemCharact. Of the Decision making unit:1.Socecon,2.Personality3.Communcation behaviorPerceived Charact of the Innovation:1Relative advantage2.Compatibility3.Complexity4.Trialability5.Observability

1.Adoption2.Rejection

UWK-UWK-FK-HP- PCS-RST-06-11

UWK-FK-HP- PCS-RST-06-11*STAGES in the INNOVATION-DECISION PROCESSCOMMUNICATION CHANNELSIV. IMPLEMENTATIONV. CONFIRMATIONDECISIONContinued AdoptionLater Adoption DiscontinuanceContinued RejectionAdoption Rejection


PRIOR CONDITIONPrevious practiceFelt needs /problemsInnovativenessNorms of the social system



Characteristics Of the Decision making unit:1.Socio-economic characteristics2.Personality variables3.Communication behavior



Perceived Characteristics of the InnovationRELATIVE ADVANTAGEOBSERVABILITYTRIALABILITYINCOMPATIBILITYCOMPLEXITY



ADOPTER CATEGORIZATION ON THE BASIS OF INNOVATIVENESSUWK-FK-HP- PCS-RST-06-11*INNOVATORS : 2.5 %EARLY ADOPTERS : 13.5%EARLY MAJORITY : 34%LATE MAJORITY : 34%Laggards: 16%


ADOPTER CATEGORIZATION ON THE BASIS OF INNOVATIVENESSInnovators: Venturesome, are very eager to try new ideas, cosmopolites, be able to cope the high degree of uncertainty about an innovation.Early adopters: respectable, are more integrated to local system localites opinion leadership.Early Majority: Deliberate. They adopt new ideas just before the average member of a social systemUWK-FK-HP- PCS-RST-06-11*


ADOPTER CATEGORIZATION ON THE BASIS OF INNOVATIVENESS4. Late Majority: Skeptical. They adopt new ideas just after average member of a social system. Adoption may be both of economic necessity or peer pressures.5. Laggards: traditional. Are the last of a social system to adopt an innovation. Many are near isolates in social networksUWK-FK-HP- PCS-RST-06-11*


CONSEQUENCES OF INNOVATIONSCLASSIFICATIONS:Desirable versus UndesirableDirect versus Indirect Anticipated versus UnanticipatedUWK-FK-HP- PCS-RST-06-11*


DAFTAR PUSTAKAPhyllis Tilson Piotrow Jose G. Rimon II Alice Payne Merritt Gary Saffitz, 2003. Advancing Health Communication , The PCS Experience in the Field, Johns Hopkins Bloomberg, School of Public Health Center for Communication ProgramsRogers, Everett M,1983. DIFFUSION OF INNOVATIONS 3ed. The Free Press. A Division of Macmillan Publishing Co. Inc. New York.



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UWK HP 3 Comm Part Sem4A Jan11 1