An introduction Communication can be regarded as a
two way process of exchanging or shaping ideas, feelings & information.
The countless ways that humans have of keeping in touch with one another.
Communication process
• Process:
Sender or Instigator
Channel Medium Receiver
Change in payment systems
Finance Dept
Feedback
Main components of communication process Sender ( source) Receiver (audience) Message (content) Channels (medium) Feedback(effect)
sender Originator of the message Effective communicator must know: his objectives his audience His message Channels of communication Professional abilities & limitations.
receiver Awareness Interest Evaluation Adoption( behaviour changes)
MessageA good message must be: In line with objective(S) Meaningful Based on felt needs Clear and understandable Specific and accurate Timely and adequate Fitting the audience Interesting Culturally & socially appropriate
Channels of communication Based on three media systems: A. Interpersonal communication B. mass media C. traditional or folk media
INTERPERSONAL COMMUNICATION: face to face communication Influences the decisions of undecided personsMASS MEDIA: TV, radio, printed media etc.FOLK MEDIA:Folk dances, singing, dramas, nautanki in UP,
burrakatha in Andhra pradeshFEEDBACK: Flow of information / reaction of
audience to the sender.E.g. : opinion polls, attitude surveys, interviews
etc.
Types of communication
One way communication(didactic method) Two way communication(socratic method) Verbal communication Non Verbal communication Formal & informal Visual Telecommunication & internet
One way communication Flow of communication is from the
communicator to the audience. E.g. lecture method in class room Here –knowledge is imposed Learning is authoritative Little audience participation No feedback Does not influence human behaviour
Two way communication It is a two way method of communication
in which both the communicator and audience take part.
Audience may raise questions, and their information, ideas, and opinions to the subject.
The process of learning is active and ‘democratic’
It influences behaviour
Verbal communication Traditional method of communication Use word of mouth Persuasive in nature
Non verbal communication It involves communication through body
movements like postures, gestures, facial expressions( e.g. Smile, raised eyebrow, frown, staring, gazing etc.)
Silence is a non verbal communication since it speaks louder than words.
Formal & informal communication Formal- follows line of authority Informal-grape vine communication e.g.
gossip circle Informal is more active
Visual communication
It comprises of charts, graphs, pictograms, tables, maps, Posters etc.
Telecommunication & internet Use of electromagnetic instruments Radio , TV, internet etc
Barriers to communication Physiological : hearing & expression Psychological : emotional disturbances,
languages or comprehension difficulties Environmental : noise ,invisibility,
congestion Cultural: illiteracy, levels of knowledge,
customs , beliefs, economic & social class differences etc.
Health communication Health is concern of everyone for
everyone Used synonymously with health
education Foundation of preventive healthcare
system
Functions of Health communication Information Education Motivation Persuasion Counseling Raising morals Health development Organization
information Provides information on health problems
& how to maintain health and promote it.Exposure to right kind of information can: Eliminate social , psychological barriers of
ignorance, prejudice ,and misconceptions of people on health matters.
Increase awareness Influence people to that extent that unfelt
needs become felt needs, and felt needs become demands.
Education
Basis of all education is communication Needs a prevention oriented approach Can change lifestyles & risk factors of disease Motivation Power that drives a person from within to act. Motivate individuals to translate health
information into personal behavior and lifestyle of their own health.
Persuasion
Art of winning friends & influencing peoplecounseling a good counselor is compassionate and
non-judgmental, is aware of verbal and non-verbal communication skills, is knowledgeable.
counselors should strive to ensure that every service user has the right to the following:
Information:to learn about the benefits and availability of the services.
Access:to obtain services regardless of gender, creed, colour, marital status or location.
Choice:to understand and be able to apply all pertinent information to be able to make an informed choice, ask questions freely, and be answered in an honest, clear and comprehensive manner.
Safety:a safe and effective service.
Privacy:to have a private environment during counselling or services.
Confidentiality:to be assured that any personal information will remain confidential.
Dignity:to be treated with courtesy, consideration and attentiveness.
Comfort:to feel comfortable when receiving services.
Continuity:to receive services and supplies for as long as needed.
Opinion: to express views on the services offered.
Health communication- methods Individual approach personal contacts Home visits Personal letters Group approach Lectures Demonstrations Discussion methods
Mass approach Television Radio Newspaper Printed material Direct mailing Posters Folk methods Internet Health museums & exhibitions
Individual approach Personal interviews like consultation
room of the doctor. Health counseling on prevention,
personal hygiene, environmental hygiene.
Educate people on health matters. Limitation-health education reaches to a
small section of society & to those who come into contact.
Group approach
It includes: Lecture method(chalk & talk method)
It is an oral presentation of the facts, organized thoughts& ideas by a qualified person
Chalk is visual component. Group should not be more than 30 Talk should only limit to 15 -20 min. It can be made more interesting by the
following:
A.)Flipcharts: these are the series of charts (posters)about 25 by 30 cms or more
They are shown one after another i.e. flashed
Designed to hold the attention of people. B.)Flannel graph: a piece of rough flannel
or khadi fixed over a wooden board includes cut out pictures, graphs, drawings and other illustrations.
Advantage of flannel graph: a prearranged sequence of picture arranged one after another adding continuity and is easy to transport also it is a cheap medium.
C.) Exhibits: objects, models & specimens etc.
D.)films and charts: used in group approach as well as in mass communication.
Demonstrations It is a carefully prepared presentation to
show how to perform a skill or procedure. E.g. lumber puncture, disinfection of a well, demonstration of oral rehydration technique.
It arouses interest Persuades the onlookers to recommended
practices.
Group discussions A group is an “aggregation of people
interacting in a face to face situation”. Freely exchange of knowledge ,ideas, and
opinions. For effective GD, the should have not les than
6 & not more than 12 members. All seated in circular pattern and fully visible to each other.
A group leader initiates the conversation & ends it.
There can be “recorder” to record the GD.
Rules A.)express ideas clearly and concisely B.)listen to what others say C.)Do not interrupt when others are speaking D.)Make only relevant remarks E.)accept criticism gracefully F.)help to reach conclusions A well conducted group discussion with
adequate resources is very effective in reaching decisions, based on the ideas of all people.
Limitation of GD: some may dominate it and some may be shy to take part in it. Thus there may be unequal participation. Some may deviate from the subject and make the discussion irrelevant or unprofitable.
Panel discussion A group of 4-8 qualified person talk
about the topic sit and discuss a given problem in front of a large group or audience.
The panel consist of a chairman or moderator & from 4-8 speakers.
First the main aspects of the subject are explored by the panel and then audience is invited to take part in it.
symposium A symposium is a series of speeches on
a selected subject. Each person or expert presents an aspect of the subject briefly.
There is no discussion in it & in the end, the audience may raise questions.
The chairman makes a comprehensive summary at the end of the entire session.
workshop It consists of a series of meetings, usually 4 or more
with emphasis on individual work, within the group, with the help of consultants and resource personnel.
The total workshop is divided into small groups and each group will choose a chairman and a recorder.
The individuals work, solve apart of their problem through their personal effort with the help of consultants ,contribute to group work & GD & leave the workshop with a plan of action on their problem
Role playing (socio- drama) It is dramatization of a particular
situation, where people enact their roles as they have experienced.
The size of the group is about 25. It is a useful educational device and is
followed by a discussion of the problem.
Conferences & seminars This category contains a large
component of commercialized continuing education.
Programmes are held on a regional, state or national level ranging from once half day to one week in length and may cover a single topic in depth or be broadly comprehensive.
Mass media Mass media are a ‘one way’ communication. These are useful in transmitting messages to
people even in the remotest places. Television
Most popular of all media. It is effective in not only creating awareness but also influences public opinion and introduces new ways of life.
Raises level of understanding and help people with all recent updates including crimes and violence.
radio It is a didactic medium in form of
straight talks, plays, questions & answers and quiz programmes. Doctors and health workers may speak out on radio. Local health issues may be identified & discussed for increasing awareness.
internet New means of computer based
communication system with transfer of knowledge and instant communication across the world by means of e-mail and online chat.
Fastest growing media. The health related information from the
ministry of health and family welfare govt. of India is also available on their website.
Newspaper & printed material The most widely disseminated of all
forms of literature. It provides more factual, detailed and
statistical information. Printed material includes magazines,
pamphlets, booklets and hand outs.
Direct mailing New innovation in health communication in India. It includes folders ,newsletters & booklets on
family planning and immunization to all remote areas.
Posters ,billboards & signs Eye-catching and creates awareness. At public places like bus stops, railway stations. The life is short for a poster Information on health can be shown through all
these posters, billboards and signs.
Health museums and exihibitons If properly organized, it can attract large
number of people and helps in increasing knowledge and awareness.
Photographic panels attract more persons.
It is a package of both personal and impersonal methods of communication.
Folk media It involves ‘kirthan’ ,‘katha’, ‘folk songs’ ,
dances and dramas and puppet shows and many more.
Also ghazals and kawalis are muslim community folk media.
Information, education and communication (IEC) combines strategies, approaches and methods that enable individuals, families, groups, organizations and communities to play active roles in achieving, protecting and sustaining their own health.