Feedback is most limited in which communication setting? Show
Which of the following is true of traditional mass communication organizations?
The word "media" is the plural form of the singular word "medium."
Which of these is an example of negative feedback?
talk radio host hanging up on a caller Semantic noise occurs when a word or phrase means something different to the source than to the receiver.
Which of the following allows the audience increased control of what they want to see/hear and when?
In both Internet-based and traditional mass communication, the source usually knows a great deal about the receiver.
The job of the gatekeeper is to help eliminate mechanical noise.
The differences between mass communication and machine assisted communication:
Which of the following is NOT a characteristic of machine-assisted interpersonal communication?
encoding becomes less important Mechanical noise is more likely to occur in interpersonal communication settings than in other communication settings.
Communicators in an interpersonal communication setting have more channels available to them than do people in a machine-assisted interpersonal communication setting.
When Brandon Heath is in a studio recording a CD, he is engaged in the process of:
The source must decode a message before it can be sent.
AOL's merger with Time Warner is an example of:
Printable page generated Monday, 19 Sep 2022, 06:27 Study Session 9 Methods and Approaches of Health CommunicationIntroductionIn this study session you will learn about some of the different methods of communication and how you can use them in your work within your community. Communication is often described in three different ways: intrapersonal, interpersonal and mass communication — and this study session will help you understand how each of these types of communication can be used to help people and improve their health. Intrapersonal communication describes those methods of communication which take place within a single person — essentially it is the thoughts and ‘talking’ you do inside your head. Interpersonal communication is the type of communication that involves direct interaction between two or more people or within groups. In contrast, mass communication is a means of transmitting messages to a large number of people usually using electronic or print media. During this study session you will also learn about other interesting forms of getting your message across. These will include verbal and non-verbal forms of communication. You will also learn how to use your non-verbal skills for effective communication during your health work. Finally, you will learn a variety of different approaches, barriers and characteristics of effective health communication in health education that will help you in your work. Learning Outcomes for Study Session 9When you have studied this session, you should be able to: 9.1 Define and use correctly all of the key words printed in bold. (SAQ 9.1) 9.2 Discuss the most important methods of health communication. (SAQ 9.2) 9.3 Describe some of the forms of communication that are used in health education. (SAQs 9.3 and 9.4) 9.4 Describe and compare each type of communication approach. (SAQ 9.3) 9.5 Identify some of the most common barriers to effective communication. (SAQ 9.5) 9.6 Describe the characteristics of effective communication. (SAQ 9.6) 9.1 Methods of communication9.1.1 Intrapersonal communicationIntrapersonal communication takes place within a single person. It is usually considered that there are three aspects of intrapersonal communication, self-awareness, perception and expectation. Self-awareness is the part of intrapersonal communication that determines how a person sees him or herself — and how they are oriented toward others. Self-awareness involves three factors: beliefs, values and attitudes. Perception is about creating an understanding of both oneself and one’s world — and being aware that one’s perceptions of the outside world are also rooted in beliefs, values and attitudes. Expectations are future-oriented messages dealing with long-term roles, sometimes called ‘life scripts’. Intrapersonal communication is used for clarifying ideas or analysing a situation and also reflecting on or appreciating something.
Self-awareness is a life skill that is practiced — and then applied to overcome the day-to-day challenges of life in a more positive and effective way. Self-awareness also affects one’s view of oneself in the context of either being HIV-infected or not being HIV-infected. To be effective a Health Extension Practitioner needs to know how they themselves function emotionally. Just like the people they see on a daily basis, Health Extension Practitioners must face their own inner feelings about HIV/AIDS. 9.1.2 Interpersonal communicationInterpersonal communication is the interaction between two or more people or groups. You will be using this form of communication all the time during your health work. This form of communication can be face-to-face, two-way, verbal or non-verbal interaction, and includes the sharing of information and feelings between individuals or groups. Figure 9.1 Health workers get lots of opportunities to develop strong relationships using their interpersonal communication skills. (Photo UNICEF Ethiopia/Indrias Getachew) The most important parts of personal communication are characterised by a strong feedback component, and it is always a two-way process. Interpersonal communication involves not only the words used, but also various elements of non-verbal communication. The purposes of interpersonal communication are to influence, help and discover — as well as to share and perhaps even play together. The main benefits of interpersonal communication include the transfer of knowledge and assisting changes in attitudes and behaviour. It may also be used to teach new skills such as problem solving. The communication takes place in both directions from the source to the receiver and vice versa. There is a chance to raise questions and start a discussion so that the idea is understood by both parties. Since the communication is interactive there is a high chance of utilising more than two senses such as seeing, hearing and touching. Adoption of a behaviour passes through several stages and interpersonal communication has importance at all of these stages. So if you want to help someone change their health behaviour you will certainly have to use interpersonal communication effectively. This is especially important when the topic is taboo or sensitive.
9.1.3 Mass communicationMass communication is a means of transmitting messages to a large segment of a population. Electronic and print media are commonly used for this. The word ‘media’ is currently used to refer not only to broadcast media such as radio, the internet and television — but also to print media such as papers, magazines, leaflets and wall posters. Remember also the importance of local folk media such as local art, songs, plays, puppet shows and dance (Figure 9.2). The powerful advantage of mass media over face-to-face contact is the rapid spread of simple facts to a large population at a low cost. The main effects of mass communication are the increased knowledge or awareness of an issue, the potential influence on behaviours at the early stages and the possibility to communicate new ideas to early adopters (opinion leaders). Figure 9.2 Sometimes getting children to make songs about a health message can help you get information to a wider audience. (Photo: Henk van Stokkom) The other benefits of mass communication are accuracy and plausibility. Think of the influence of a newspaper article, giving the opinion of a highly respected person. However it also has limitations. These include the lack of feedback because the broadcaster transmits this message without knowing what is going on in the receiver’s mind. There is also the danger of selective perception because the audience may only grasp part of the message, or selectively pick up the points that they agree with and ignore others. Mass communication does not differentiate between targets and so some people may think. ‘This does not concern me’. It only provides non-specific information because it is broadcast to the whole population, and it is difficult to make the message fit the local needs of your community, whose problems and needs may be different from the rest of the country. For an effective mass media communication, the message or advice should be realistic and pre-tested so that it is transmitted accurately without distortion. The message should be useful in creating awareness, and has to be followed by individual or group approaches to achieve positive behaviour change.
9.2 Forms of communicationThere are usually considered to be three forms of communication; oral or verbal, written, and non-verbal. This section will consider each in turn and help you think about the ways that you use them during your health-related work. 9.2.1 Oral or verbal communicationThis is communication by word of mouth. In oral communication, speech or talk is the widely adopted tool of communication. The message is received through our ears. It may also be achieved through the use of mechanical devices such as telephone, radio or even a public address system.
9.2.2 Written communicationThis involves the exchange of facts, ideas and opinions through the use of written materials. Individuals or groups keep in touch with each other and share meaning and understanding with each other through written materials such as letters, notes, leaflets, reports, handouts, bulletins or newspapers.
9.2.3 Non-verbal communicationNon-verbal communication is the process of communicating through sending and receiving messages without words. Such messages can be communicated through gestures, body language or posture, facial expressions, and eye contact (Figure 9.3). Object communication such as clothing and hairstyle, as well as through a mixture of all of the above, is also very important. Figure 9.3 In small groups there is always non-verbal as well as verbal communication to be observed. (Photo: AMREF/Sophie Zeegers) Much communication takes place through non-verbal communication. But most of us think a great deal about choosing the words we say (verbal), when talking with another person and forget to think about our non-verbal communication. The fact is, the gestures we use, how we look at people, our tone of voice, how we are seated and our clothes can all have an impact on the way people interpret what we say.
Non-verbal communication includes body contact — touching, holding hands, greetings and shaking hands will all provide clues about the relationship between people. Also types of clothes worn, the distance between people, as well as posture, such as sitting up or leaning forward, are important to recognise. Orientation is also important; this is the angle at which people put themselves in relation to each other, for example, sitting side-by-side (Figure 9.4). More detailed observation will show the use of gestures such as hand movements, raising eyebrows or the shape of the mouth. Figure 9.4 It is often possible to tell from non-verbal communication who in your audience is ready to learn. (Photo: Henk van Stokkom) In face-to-face communication you have to be sensitive to the impact that your non-verbal communication might be having, because it can be interpreted in different ways according to the culture of the community. For example, in Western culture much importance is given to making eye contact, whereas in other cultures looking at someone’s eyes can be considered rude and show lack of respect. In many cultures the non-verbal communication that takes place between important people (leaders) and others has very specific forms, and it can be impolite to use your body in certain ways if you are with someone important. Box 9.1 summarises some key points about non-verbal communication. Box 9.1 Non-verbal communication
9.3 Approaches to health communicationIt is important to remember that people respond to messages differently and that what might persuade one person may not appeal to another. Generally there are four approaches to health communication. Informative communication provides information about a new idea and makes it familiar to people. Mass media of this type is mostly used for wide coverage and reaching a large audience. Print materials and interpersonal communication are used to reinforce mass media messages and inform people in more detail and in ways that are more tailored to them as individuals. Educative communication is where a new idea on health behaviour is explained, including its strengths and weaknesses. This approach is used when people are already aware of an issue, but need more information or clarification. In this context, interpersonal communication with individuals or small groups is probably the most appropriate way to provide more detailed information and can be reinforced by print materials such as books, pamphlets and other multimedia approaches. In contrast persuasive communication is usually in the form of a message that promotes a positive change in behaviour and attitudes, and which encourages that audience to accept the new idea. This approach to message development involves finding out what most appeals to a particular audience. Persuasive approaches are more effective than coercive approaches in achieving behaviour change (Figure 9.5). Figure 9.5 When health communication is persuasive it can lead to really effective health improvements. (Photo: FMOH/WT) In prompting communication messages are designed so that they are not easily ignored or forgotten they can be used to remind the audience about something that reinforces earlier messages. Using the entertaining method draws the attention of the audience by using messages which entertain, for example, posters, songs, puppets or film.
Box 9.2 summarises the main characteristics of effective communication. Box 9.2 Main characteristics of effective communication
9.4 Barriers to effective communicationFigure 9.6 Stop interrupting me — I’m trying to learn. (Photo: Carrie Teicher) A breakdown can occur at any point in the communication process. Barriers (obstacles) can inhibit communication, resulting in misunderstanding or distortion of the message (Figure 9.6). This can lead to conflicts of views and the inability to make effective decisions. Barriers can also prevent the achievement of the project or programme goals. Generally communication barriers can be categorised as follows:
Remember that you cannot necessarily avoid or overcome all these barriers, but should try to find ways of minimising them.
To overcome communication barriers:
Figure 9.7 In a group session you are never sure whether people will be receptive to your health messages — or whether they may present barriers. (Photo: AMREF/Thomas Somanu) Even if all the barriers have been removed, communication could still be a failure without good presentation. Good presentation requires a firm understanding of the subject and establishing a positive relationship with the audience as well as choosing the right channels or media. Summary of Study Session 9In Study Session 9 you have learned that:
Self-Assessment Questions (SAQs) for Study Session 9Now that you have completed this study session, you can assess how well you have achieved its Learning Outcomes by answering these questions. Write your answers in your Study Diary and discuss them with your Tutor at the next Study Support Meeting. You can check your answers with the Notes on the Self-Assessment Questions at the end of this Module. SAQ 9.1 (tests Learning Outcomes 9.1 and 9.2)Which of the three main types of communication (intrapersonal, interpersonal or mass communication) are best suited to the following outcomes?
Answer
SAQ 9.2 (tests Learning Outcomes 9.1 and 9.2)Suppose you have both interpersonal and mass-media communication methods available for health education as part of an HIV and TB programme. Which one is best for effective behaviour change? Give reasons for your answer. AnswerInterpersonal means of communication are the best means to change the behaviour. Adoption of a behaviour passes through different stages and interpersonal communication has importance at all these stages. So if you want to help someone to change their health behaviour you will certainly have to use interpersonal communication effectively. SAQ 9.3 (tests Learning Outcomes 9.1 and 9.3)What do you think are the primary functions of non-verbal communication? AnswerThe primary functions of non-verbal communication are:
Remember too that as well as using these various methods yourself you can ‘read’ them in other people. Most communication is a two-way thing and you can, for example, read other people’s appearance just as they can read yours. SAQ 9.4 (tests Learning Outcomes 9.4 and 9.6)Outline some of the different approaches that communication in health education might use to achieve behavioural change, depending on the type of the audience, and explain the reason for each approach. AnswerCommunication can take one of several approaches; generally, there are four approaches to health communication.
SAQ 9.5 (tests Learning Outcomes 9.4 and 9.5)Describe some of the barriers to communication and say how you might try to overcome each barrier. AnswerCommunication barriers are categorised as follow: Physical barriers include difficulties in hearing, seeing and inappropriate physical facilities. Make sure people can see and hear you as you deliver you message — and that they are physically comfortable. Intellectual barriers may exist, between the sender and the receiver of the health message. So make sure that your messages are at the right level and can be understood by your audience. Emotional barriers can exist, so try to ensure that you are in the right state of mind to deliver your health education messages and that your audience is in a good state of mind to receive your messages. Environmental barriers such as noise, invisibility congestion. Make sure that these barriers are not present as you go about your health education work. Cultural barriers include the customs, beliefs, religion, attitudes, economic and social class differences. So be aware of language variation and any age difference between you and your audience. SAQ 9.6 (tests Learning Outcomes 9.1 and 9.2)Which of the following statements is false? In each case explain why it is incorrect. A As one goes from interpersonal to mass communication types of communication, the effectiveness to bring about behavioural change increases. B As one goes from interpersonal to mass communication, the effectiveness to reach more people increases. C As one goes from interpersonal to mass communication, more effort and time are required. AnswerA is false. Since the communication is active and interactive, there is high chance of utilising more than two senses, such as seeing, hearing and touching, where interpersonal communication is needed. B is true. More people can be reached, but the communication is less targeted and less tailored to individuals. C is true. Communication may be easily distorted since you mostly rely on word-of-mouth in the method. Except for third party materials and/or otherwise stated (see terms and conditions) the content in OpenLearn is released for use under the terms of the Creative Commons Attribution-NonCommercial-Sharealike 2.0 licence. In short this allows you to use the content throughout the world without payment for non-commercial purposes in accordance with the Creative Commons non commercial sharealike licence. Please read this licence in full along with OpenLearn terms and conditions before making use of the content. When using the content you must attribute us (The Open University) (the OU) and any identified author in accordance with the terms of the Creative Commons Licence. The Acknowledgements section is used to list, amongst other things, third party (Proprietary), licensed content which is not subject to Creative Commons licensing. Proprietary content must be used (retained) intact and in context to the content at all times. The Acknowledgements section is also used to bring to your attention any other Special Restrictions which may apply to the content. For example there may be times when the Creative Commons Non-Commercial Sharealike licence does not apply to any of the content even if owned by us (the OU). In these stances, unless stated otherwise, the content may be used for personal and non-commercial use. We have also identified as Proprietary other material included in the content which is not subject to Creative Commons Licence. These are: OU logos, trading names and may extend to certain photographic and video images and sound recordings and any other material as may be brought to your attention. Unauthorised use of any of the content may constitute a breach of the terms and conditions and/or intellectual property laws. We reserve the right to alter, amend or bring to an end any terms and conditions provided here without notice. All rights falling outside the terms of the Creative Commons licence are retained or controlled by The Open University. Head of Intellectual Property, The Open University What is the differences between mass communication and interpersonal communication?Unlike interpersonal, group, and public communication, there is no immediate verbal and nonverbal feedback loop in mass communication.
What is difference between communication and mass communication?Communication implies the process of interchanging information, ideas, facts or message from one person to another, and back. On the other hand, mass communication refers to a process, which helps in wide circulation of the message, among the target audience, who are away from the source.
Which of the following is a difference between interpersonal and intrapersonal communication?Intrapersonal Communication. The biggest difference that you need to know about between interpersonal vs intrapersonal communication is that interpersonal is between two or more people, and intrapersonal is between you and yourself.
What is different between mass communication and mass media?In Simple words , Mass Communication refers to the act of disseminating information to the masses/public. And, Mass Media refers to the medium or the method employed to disseminate this information. news is broadcasted through various mass medium such as television channels or radio channels or a certain film.
|