Communication Theories

Comm Foundations - Signal Secrets

Communication is the process of imparting or exchanging information. Health Communication uses these strategies to inform and influence individual/community decisions enhancing health.

• Elements of Communication:

  • Sender (Source)
  • Message (Content)
  • Channel (Medium)
  • Receiver (Audience)
  • Feedback (Response)
  • Noise (Interference)

• Types of Communication:

  • Verbal (Spoken words)
  • Non-Verbal (Body language, gestures, tone 📌 Kinesics, Proxemics, Paralanguage)
  • Written (Text, graphics)
  • Formal (Official channels) & Informal (Grapevine)

• Key Communication Models:
  • Shannon-Weaver (1949): Linear model (Sender → Channel (Noise) → Receiver). Highlights technical transmission & noise.
  • Lasswell's Formula (1948): "Who says What, in Which channel, to Whom, with What effect?" Focuses on process & effect.
  • Schramm's Model (1954): Interactive/Cyclical. Emphasizes shared "field of experience" for effective communication.

⭐ Schramm's model highlights that communication is most effective when the sender's and receiver's fields of experience (e.g., culture, background) overlap significantly.

Behaviour Change Theories - Nudge Tactics

• Health Belief Model (HBM): Individual beliefs predict health behaviours.
  • Perceived Susceptibility: One's perceived risk of a condition.
  • Perceived Severity: Perceived seriousness of the condition & its impact.
  • Perceived Benefits: Belief in efficacy of advised action.
  • Perceived Barriers: Perceived costs/obstacles to action.
  • Cues to Action: Triggers for behaviour (e.g., symptoms, media).
  • Self-Efficacy: Confidence in ability to perform action.
• Transtheoretical Model (TTM) / Stages of Change: Behaviour change is a process. 📌 PCPAMT
  • Precontemplation: No intent to change (next 6 mo). Unaware/resists change.
  • Contemplation: Thinking of change (next 6 mo). Ambivalent.
  • Preparation: Plans to change (next 1 mo). Small steps.
  • Action: Actively changing behaviour (< 6 mo).
  • Maintenance: Sustaining change (> 6 mo). Preventing relapse.
  • Termination: Change is permanent. 100% self-efficacy, no relapse temptation.
• Theory of Planned Behaviour (TPB): Posits that behavioural intention is the most important determinant of behaviour.

• Diffusion of Innovations Theory: Spread of new ideas/practices.
  • Innovators (2.5%): Venturesome.
  • Early Adopters (13.5%): Opinion leaders, respected.
  • Early Majority (34%): Deliberate.
  • Late Majority (34%): Skeptical.
  • Laggards (16%): Traditional, resistant.

⭐ The Early Adopters group in Diffusion of Innovations Theory is crucial for influencing wider adoption, acting as role models.

Health Comm Hacks - Bridge the Gaps

• Barriers to Communication:

  • Physical: Noise, distance, uncomfortable environment.
  • Psychological: Emotions (fear, bias), mistrust, inattention.
  • Semantic: Jargon, complex terms, language differences.
  • Cultural: Varying beliefs, customs, health literacy.
  • Socio-economic: Education level, resource access, financial constraints.

• Strategies for Effective Health Communication:

  • Active Listening: Focus, understand, respond thoughtfully.
  • Empathy: Acknowledge and validate patient's feelings and perspectives.
  • Clarity: Use simple, direct language; avoid medical jargon.
  • Appropriate Channels: Choose suitable media (verbal, visual, written) for audience.
  • Feedback: Encourage questions; use "teach-back" to confirm understanding.
  • Non-Verbal Cues: Align body language, tone, eye contact with message.
  • Cultural Competence: Respect diversity; adapt communication to cultural context.

⭐ The "teach-back" method, asking patients to explain in their own words, is a key strategy to ensure message comprehension and improve health outcomes.

High‑Yield Points - ⚡ Biggest Takeaways

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