Communication and Change Processes.pdf

Health Education and Promotion Processes  Health Education and Promotion: Processes Learning Process Communication Process Change Process Communication Process  Communication Process by which information is exchanged and understood by two or more...

Health Education and Promotion Processes  Health Education and Promotion: Processes Learning Process Communication Process Change Process Communication Process  Communication Process by which information is exchanged and understood by two or more people, usually with the intent to motivate and influence behavior – (Daft, 1988)  Communication Creation or exchange of understanding between a sender and a receiver – (Rackich, 1985)  Communication Elements MESSAGE CHANNEL SENDER RECEIVER FEEDBACK  Elements of the Communication Process Source or sender – individual / group / org who has a purpose, information and/or need to communicate Message – physical form into which the sender encodes the information Channel - mode of transmission Receiver – target of sender’s message Feedback – reaction of the receiver to the message sent by the sender  Steps in the Communication Process Thinking: framing of the Perceiving: receiver must idea in sender’s mind perceive the incoming Encoding: putting thought communication into some form Decoding: receiver puts the – Physical touch incoming communication – Visible movements into an understandable – Symbols form Transmitting: broadcasting Understanding: the receiver the message via some understands the message as medium intended to  Communication Theory: 1.THE TWO-STEP FLOW THEORY KATZ and LAZARSFELD Ideas that are disseminated through mass media are received mostly by opinion leaders in the community They, in turn, reinforce roles to influence others and spread ideas through their interpersonal relationships  Communication Theory: 2.THE DIFFUSION PROCESS (5 step adoption process) Acceptance of an idea goes through the ff: » Awareness (Knowledge) » Interest (Persuasion) » Evaluation (Decision) » Trial (Implementation) » Adoption (Confirmation)  1. Awareness In order to begin evaluating whether a product or idea is worth adopting, an individual must first be made aware that this product or idea exists  2. Interest The second step is for the individual be persuaded to the reasons why they should use this product or have interest in the idea.  3. Evaluation Once an individual decides that they are interested, they must go on to step three and evaluate the information to decide if it is worth trying out.  4. Trial If the individual’s evaluation is that they would like to try the idea or product, they will take part in the 4th step: trial. If the subject of this process is a product, this step may include going to a store and using a tester or taking part in a 30-day trial.  5. Adoption If the individual is satisfied with their experience after all of the previous steps, they may chose to adopt the idea or product (Surry, 1997). This could be by either committing to the purchase of a product or changing one’s behavior to exhibit a certain idea or way of thinking in their everyday life. This is the stage where a person may also decide to reject the product or idea.  3. Communication-Behavior Change Model Based on communication inputs and outputs – Input – elements of communication – Output – 12-step sequence of events that must occur between the exposure to the communication intervention and long term changes in the behavior  Input Output – Source – Exposure – Message – Attending to it – Channel – Liking, becoming interested in – Receiver it – Destination – Comprehending – Skill acquisition – Yielding – Memory storage of content – Info search and retrieval – Deciding based on retrieval – Behaving – Reinforcement of desired acts – Post behavioral consolidating (maintenance)  Principles of Communication People select what they see or hear People interpret selectively what they see and hear People choose what they want to remember and what they want to forget Words do not have meanings – Meanings are in people – Meanings are in contexts; in relationships  Barriers to Communication Environmental Barriers – Noise – Competition for Attention – Time Terminology and Complexity of Message Personal Barriers  Ways to Overcome Barriers Regulate the flow of information Encourage feedback Simplify message language Listen Actively Restrain emotions Use non verbal cues The Change Process  Change: Definitions Cognition Change - a change in knowledge and/or perception of a person Attitude Change- a change in the individual’s beliefs, predisposition, intentions, and tendencies toward an idea/object  Change: Definitions Behavior Change- an alteration in an individual/group’s practices/activities Social Change- a departure from existing ways and means of doing things which results in a change of relationships in the system  Elements of Change INNOVATION TARGET OF CHANGE CHANGE AGENT STRATEGIES OF CHANGE  Elements of Change INNOVATION An idea, set of behavior, new technology, project, or program introduced to effect change  Elements of Change TARGET OF CHANGE An individual, group of people, or segment of the community or the entire community itself  TARGETS / APPRAISERS Innovators- first to adopt the new practice; tend to be independent, risk-taking and change-oriented individuals Early Adopters- usually the opinion leaders; strong influence on other potential adopters Early Majority Adopters- people influenced by the opinion leaders and mass media  TARGETS / APPRAISERS Late Majority Adopters- those afraid to embrace change during the trial stage Laggards and Late Adopters- those adamant not to adopt the change even when most people have confirmed the advantages of the innovation  Elements of Change CHANGE AGENT A person or group of people introducing the innovation  Elements of Change STRATEGIES OF CHANGE Deliberate actions, set of activities, approaches, tactics or processes designed to effect change THEORIES AND MODELS OF CHANGE BEHAVIOR CHANGE  1.Health Belief Model Behavior is a function of three sets of factors – Psychological state of readiness including beliefs about susceptibility and benefits of desired action – Situational factors like appearance of symptoms and influence exerted by people whether to take or decline action – Environmental condition which includes availability and access to health services  Health Belief Model An individual will change his or her health behavior based on the following – Perceived threat Perceived susceptibility Perceived severity – Perceived benefits – Perceived barriers  HBM Highest probability that the advocated behavior or action occurs when the perceived threat to the disease is high and the benefits outweigh the barriers  Perceived benefit of Demographic preventive action variable ((age, sex, race) Minus Socio – Perceived barriers to psychosocial preventive action variables Perceived Susceptibility to Perceived Threat of Disease X Disease X Perceived Severity of Disease X Cues to action Likelihood of taking Mass media campaigns recommended Advice from others preventive action Illness of family member or friend Newspaper / magazine article Thank you for listening!