UNIT II

Chapter Communication

 The word communication has its root in the Latin word communis which means establishing commonness. Communication, therefore, is a conscious effort to share information, ideas, attitudes, skills etc with others.

Why do we communicate?
We want to understand: we may want others to know what we want to do, what we are thinking or how we feel. We may want to tell what has happened to us or what we hope will happen. Whatever it is, we want other person to understand something exactly as we mean it. We want to accept: We want people to listen to what we have to say and to accept us as possible. We want something to get done: If we want someone else to do something, we need to let him know what should be done, how and when it should be done. We may want someone to act in a different way- This may mean helping them to see something in a new light so that their attitude will change. We want to understand others: We need to know how other people think and feel about things we are concerned about or about conditions in general. We need to know that they would like to do and what they think or our ideas.

Definitions
Communication is the process by which an individual transmits stimuli to modify the behaviour of other individual. Communication is the process by which two or more people exchange ideas, facts, feelings or impressions in ways that each gains a common understanding of the meaning, intent and use of messages.

Berlo Model of communication process

Communication source Encoder Message Channel Decoder Communication receiver

Leagans Model of communication process

Communicator Message

Channel
Treatment Audience/receiver

Audience Response /Feed back

Purposes of communication
To provide information. To persuade others To entertain To educate

Forms of communication
Oral communication. Written communication Signs and symbols Gestures/body language

Characteristics of elements in communication process:

The communicator: He is a person who starts the process of communication. He is a source or originator of message. He is a sender of message. The communicator may be a health worker, health educator, doctor, nurse, etc.

 Know his objectives clearly and specifically defined. Know his audience- for which he has to do the audience analysis on their needs, interests, abilities, pre-dispositions. know his message clearly- its content, validity, usefulness, importance. know the channels that reach the audience-their usefulness. know how to organize and treat message. Know professional abilities and limitations. Interested in audience and their welfare. Interested in message and how it can help people. Interested in improving his communication skills.

 Prepare plan for his communication. Prepare plan for evaluation-Communication. Skill in selecting, treating and expressing messages-verbal and non verbal. Skill in selection and use of channel. Skill in understanding of his audience.

Message or content
A message is the information a communicator wishes his audience to receive, understand, accept and act upon. Message, for example, may consist of statements of scientific facts about sanitation, nutrition, etc. A successful communication is one in which the major factors influencing the message are controlled as far as possible.

A Good message must be

In line with the objective to be sustained. Clear- understandable by the audience. In line with the mental, social, economic and physical capabilities of the audience. Significant-economically, socially or aesthetically to the needs, interests and values of the audience. Specific no irrelevant materials. Simply stated covering only one point at a time. Accurate- scientifically sound, factual, and current/ latest. Timely-especially when seasonal factors are important and issues current.

 Supported by factual material covering both sides of the arguments. Appropriate audience can apply recommendation. Appealing and attractive to the audience- having utility, immediate use. Applicable-audience can apply recommendation. Adequate- combining principle and practice in effective proportion. Manageable-can be handled by the communicator with high professional skill and within the limits imposed by time.

Channels of communication
Sender and Receiver of messages must be connected or tuned with each other. For this purpose, channels of communication are necessary. They are physical bridges between the sender and the receiver of messages the avenues between the sender and the receiver of messages travel to and fro. They are transmission lines used for carrying messages to their destination. A channel may be anything used by a sender of message to connect hum with intended receivers. The message must get through. Common channels of communication must be used.

 Many obstructions can enter channels. These are often referred to as noise- that is, some obstruction that prevents the message from being heard by or carried over clearly to the audience. Noise emerges from a wide range of sources and causes. The following are some of these:

1. Failure of a channel to reach the intended audience. Usually, no one channel will reach an entire audience. For example: Meeting- all people cannot or may not attend the meeting. Radio/TV people do not have access or may not tune the message we intend to listen/view. Written - , many people cannot read and others may not. 2. Failure on the part of a communicator to handle channels skillfully. If a meeting, tour, radio programme or any other channel is not used according to good procedure and technique, its potential for carrying a message is dissipated. For example, in a meeting when everyone cannot hear what is said and see what is shown, they cannot receive the message. 3. Failure to select channels appropriate to the objectives of a communicator: All channels are not equally useful in attaining a specific objective. For example, if an objective were to show a certain group of people how to do something dig compost pit/ soakage pit, build a sanitary latrine , etc- the radio, circular letter, hand bill or a news paper would not do the job. The channel needed for this situation is a method of demonstration. 4.Failure to use the channels in accordance with the abilities of the audience: Written materials, for example, cannot serve as useful channels for communicating information to people who are unable to read or to understand the level of complexity or abstraction of the message.

5.Failure to avoid physical distraction: When using the channel of meeting, for example , distraction including people moving in and out, loud noises in-or out of the group, heat, lighting, crowded conditions and many other forms of distraction often obstruct successful message sending. Static on the radio, poor writing, unattractive exhibits are other examples of noise that lessen the effectiveness of channels. 6.Failure of an audience to listen or look carefully. The only messages that get through to an audience are those which are heard, seen or experienced. An unfortunate tendency of people is not to give undivided attention to the communicator. This is powerful obstruction that prevents messages from reaching their desired destination.

7.Failure to use enough channels in parallel. The more channel a communicator uses in parallel or at about the same time, the more chances he has for the message getting through and being properly received. No single channel will ordinarily reach all people who need to receive a message. Research indicates that up to five or six channels used in combination are often necessary. 8.Use of too many channels in a series. An important principle of communication is that the more channels used in a series, the less chances communicator has for getting his message through to the intended audience. Doctor-health supervisor-health worker- leaderindividual. The message get distorted more often, when lines of communication is too long. Successful communicator may choose to eliminate unnecessary channels.

Treatment of messages:
Treatment has to do with the way a message is handled to get the information across to an audience. It relates to the technique, or details of procedure, or manner of performance, essential to expertness in presenting messages. Hence, treatment deals with the design of methods for presenting messages. Designing the methods of treating messages does not relate to formulation of message or to the selection of channels, but to the technique employed for presentation within the situation provided by a message and a channel. The purpose of treatment of message is to make clear, understandable and realistic to the audience. Designing treatment usually requires original thinking; deep insight into the principle of human behaviour and skill in creating and using refined techniques of message presentation.

Repetition or frequency of mention of ideas and concepts. Contrast of ideas. Chronological compared to logical, compared to psychological. Presenting one side compared to two sides of an issue. Emotional compared to logical appeals Proceeding from the general to specific and vice versa. Explicitly drawing conclusions compared to leaving conclusions implicit for the audience to draw. Limit the scope of presentation to a few basic ideas and to time allotted. Too many ideas at one time are confusing. Be yourself. You cant ne anyone else. Strive to be clear, not clever. Know the facts. Fuzziness means sure death to a message. Dont read your speech. People have more respect for a communicator who is sure of his subject.

 Know the audience. Each audience has its own personality, be responsive to it. Never over estimate the knowledge or under estimate its intelligence. Effective treatment requires sincerity, enthusiasm, warmth, flexibility, and appropriate of voice, gestures, movements and tempo. Use various symbols, charts, photographs, slides, real objects, specimens, pictures, etc. Quit on time. Communicators who stop when they are finished are rewarded by audience good will.

The Audience
An audience is the intended receiver of messages. An audience may consist of one person or many. It may comprise men, woman, or both, youth groups, villagers, students, etc. The system of values held by audience with regard to our message. Forces influencing group conformity-custom, tradition, etc. Individual personality factors- susceptibility to change. Educational, economic and social levels. Pressure of occupational responsibility- how busy or concerned they are. Peoples needs as they see them, and as the professional communicator sees them. Why the audience is in need of changed ways of thinking, feeling, and doing.

Audience response
Response by an audience to messages received is in the form of some kind of action some degree, mentally, or physically. The audience response is very essential for every communication process. The sender has to ensure that whether his message has reached the intended audience and he understood the same as he indented to communicate. This could be possible by getting feed back from the receiver after the communication is over.

One way communication

Two way communication

It is considerably faster than two More accurate than one way way Appears to be orderly and efficient Receivers are more sure of but communication is less accurate themselves and make more correct judgments One way needs planning since there The sender finds himself feeling is no possibility of a feed back psychologically under attack Plan, order, systemization are Relatively noisy and disorderly. Less associated with one way planning as feed back from the receiver helps to keep up the track. Much more useful for problem solving solutions. Much more trial and error.

Types of communication

Interpersonal communication: In this communication the sender and the receiver engaged in face to face interaction. It is the process in which the communication takes place in between the two individuals.

Mass communication
It is a process by which a message is simultaneously transmitted through the use of mass medium developed for that purpose to a heterogeneous audience spatially separated, unknown to each other and to the communicator on a continuing basis. It may be defined as the process of human communication in which mass medium is used to communicate a message to a mass audience.

Inter personal communication

The message flow in two way It is face to face communication The feed back is immediate

Mass communication
The message flow is mostly one way. It is interposed Feed back is not immediate but delayed feed back.

The message flow is relatively slow., The message flow is rapid Ability to overcome selective process Ability to overcome selective process is low. is high. Useful for attitude formation Useful awareness creation

Doubts cleared then and there.

Doubts cannot be cleared immediately.

 The communication must be interpreted and understood in the same manner as it was meant to be sent by the sender, otherwise it will not achieve the desired result and a communication breakdown will occur. I Noise barriers: Noise is any external factor which interferes with the effectiveness of communication. It may cause interference in the process of communication by distraction or by blocking a part of the message or by diluting the strength of the communication.

Barriers to effective communication

1. Poor timing: A message must be sent at an appropriate time to avoid these problems. 2. Inappropriate channel: Poor choice of channel of communication can also be contributory to the misunderstanding of the message. 3. Improper or inadequate information: The information must be meaningful -must be precise and point. Ambiguity or use of words that can lend different interpretations -avoided. 4. Physical distraction: The external and physical distractions should be avoided.-walking visitors nearby communication place. Lighting, ventilation, Hearing/ visual impairment will also hinder the communication process. 5. Information overloaded: Overload occurs when individual receive more information than they are capable of processing. The result could be in confusion or some important information may be left out.

II. Interpersonal barriers:

Filtering: It refers to intentionally withholding or deliberate manipulation of information be the sender, either because the sender believes that the receiver does not need all the information or that the receiver is better off not knowing all aspects of a given situation. Semantic barriers: These barriers due to differences in individual interpretations of words and symbols. The words and paragraphs must be interpreted with the same meaning as was intended. To avoid this, the sender can verify its effectiveness by getting feedback. Perception: Selective perception- attention- retention , the receiver use to select the communication and pay the attention which he thinks is useful and interested. Many receivers will retain the messages only selected by him in the communication process which is known as selective retention.

 Premature evaluation: people often jump to conclusion even before the message is completely communicated. Distrust in communicator: If the receiver does not trust that sender foe any reason, he does not pay required attention to the message and he does not believe in the message received.

 Cultural barriers: Beliefs, customs, habits etc play an important role in the communication process. Senders credibility: When the sender of the communication has high credibility in the eyes of the receiver, the message is taken much more seriously and accepted at face value. Emotions: The interpretation of a communication also depends upon the state of the receiver at the time when message is received. The same message is received when the receiver is angry, frustrated or depressed may be interpreted differently than when he is happy. Extreme emotions are most likely to hinder effective communication because rational judgments are replaced by emotional judgments. Many words in any language have different meanings when used in different situations. Wrong method of presentation of message. Feed back barriers: Feed back is the only way to ascertain as to how the message was interpreted. The feed back may be for the purpose of communicating the results of an action or it may be for asking questions about communications for further clarifications. Tone of voice of the sender.

Overcoming communication barriers

It is very important for the health workers to recognize and overcome barriers to effective communication. Feed back: At the end of every communication process the health worker has to get proper feedback then and there. Feed back helps in reduce misunderstandings. Improving listening skills: The sender should have active listening skills. Good listening habits lead to better understanding and good relationships with each other. Use language that both sender and receiver familiar with. Use appropriate tone of voice. Emotions should be properly responded. Make sure that outside distractions and interruptions should not interfere in the communication process. Do not prejudice or value the importance of the message due to your previous dealings and experiences with the sender or your perceptions about him, positive or negative.

 Dont jump to conclusion before the message is over and is clearly understood. Communication should be taken place in appropriate timing. Select the least distorted channels. Summarize and restate the message after it is over to make sure about the content and the intent of the message. Clearly written messages can help avoid semantic and perception barriers. A well written communication eliminates the possibility of misunderstanding and misinterpretation. Use simple, local language in communication. Be specific in your communication.

UNIT II
Chapter 9 Rumour

Rumour
Rumour plays an important role in our social life. It is responsible for tensions and rising of an emotion. Sometimes rumours are responsible for not only changes in the public opinion, but also cause social accidents and even riots. Spread early in any programme implementation and without any pertinent base or reason for it.

 A rumour is a sensational or emotion arousing news that is conveyed to other verbally by a person without checking its authenticity is a rumour. Generally in the process of transmission a rumour gets exaggerated. The result of all this is sometimes that the real base is completely lost.

Definition
Rumour is an unverified story, circulating in a community alleging the occurrence of a certain event. A rumour is a specific proposition for believe passed along from person to person usually by word of mouth, without securing standards of evidence being present.

Characteristics of Rumour
Favourable circumstances: Rumours are spread only when certain favourable circumstances for their spread are present. Communal riotwhen there is communal tension. Changes in the process of spreading: Rumours are liable to get coloured and exaggerated in the process of circulation. They pass from one person to another and in the process of circulation their veracity gets changed. Arouse emotion: The rumours are responsible for arousing the emotions. Creating tension and causing social disorganization. Influence people: Although rumours do not have any secure basis but they influence people very easily. Generally people get alarmed by these rumours and believe them. Causes group reactions: Since they lack the aspect of intelligence or reason, it is easy to spread. They also cause effect on social organization. Presence of ambiguity

Circumstances responsible for spread of rumours

Existence of prestige suggestion in rumours: People believe the things that are said by persons whom we think responsible or for whom we have a sense of allegiance. In other words prestige suggestion plays an important role in the spread of rumours. Ambiguity: If the circumstances are not clear and there is ambiguity, the rumours have their play. Relationship with the individuals life: Rumours that are connected with our personal life have lasting effect on us. We take more interest in the rumours that have relationship with the things that have direct or indirect bearing on our personal life.

 General issues: Rumours spread more easily when they have connection with the things that are of general interest and they have bearing on general issues. Importance of issues: Rumour is very much influenced by the factor of the importance of the issue. Fear of loss of their prestige among the individual. The loss of their authority in social life. Vested interest in their profession. When unexpected incidences occurred.

Process of rumour
Leveling: When a rumour travels from one place to the other or from one man to other, it generally gets leveled or brief. In the process of levelling unpleasant things are dropped and pleasant things added. This usually leads to leveling or getting satisfaction. Sharpening of certain facts: In the process of travelling or transmission certain things gets more prominent and sharpened. It is because the interest of the people and the interpretation that they make. Assimilation: Some people, because of their habits are fond of assimilating certain things while on the other they reject.

Checking or counteracting rumours

The more the spread of rumour in a community, more damage to the implementation of any programme. So there is a need to check the propagation of rumours. The person who propagates the rumours is called as rumour mongers. Providing correct and adequate information: Developing mutual contacts: The lack of mutual contact amongst people is very much responsible for spread of rumours. It is, therefore, necessary that people should be allowed to mix freely with each other. This will facilitate to ascertain the facts with others easily.

 Punishment of the rumour mongers: The Government should take suitable measures to arrest the spread rumour rumour mongers should be punished by taking strict actions against them, like imprisonment, detention, etc. Censorship: A suitable restriction should be imposed on media/ press through censorship. The mass media can be used to counteract the rumours also. Involve the programme personnel and the community before implementation of any new programme. We should take the peoples confidence in our endeavour. Get the opinion of great leaders and publicize their messages to the people through various media frequently

Serial communication
When the message is passing on from one communicator to the other the importance of the message gets distorted. The receiver becomes the sender and the he sends the message to the other receiver and so on. When the message is reached to the last receiver, it is completely changed or distorted. It is also called two step flow of communication. In most of the villages all people may not have access to the mass media directly. Some people who are having access directly receive the message and pass on the message to others who are lacking the access to those media. There is a chance of the message getting distorted at every stage.

UNIT II
Chapter 10 Behaviuoral Change Communication Model

 Behavior Change Communication (BCC): It is a process of working with individuals, communities and societies to: develop communication strategies to promote positive behaviors which are appropriate to their settings; AND provide a supportive environment which will enable people to initiate and sustain positive behaviors.

Information, Education and Communication-IEC

Information, Education and Communication is a process of working with individuals, communities and societies to; develop communication strategies, to promote positive behaviors which are appropriate to their settings

Steps in BCC Model Unaware Aware Concern Acquire knowledge& skill Motivation Takes action Trail Evaluation Maintenance /Sustain the change

BCC in different situation

BCC: Going beyond simple teaching and instruction

BCC: Going beyond simple teaching and instruction

BCC in classroom practices