A participatory concept of development and communication
Aubel, J.
Development Communication Report 1992(77): 24
1992
ISSN/ISBN: 0192-1312 PMID: 12285446 Document Number: 320210
The predominant position concerning health communication is that it basically consists of spreading carefully designed messages to certain groups to generate individual behavior change. This information transfer involves a 1-way direction and top down strategy. Even though these approaches may change individual knowledge and attitudes, changes in behavior do not always result. Indeed cultural or economic factors often prevent individuals from changing their behavior. Another belief is that health communication strategies should motivate community members and health workers to take part in dialogue and analysis of health problems. Feedback is thus instantaneous. This convergence model incorporates both community members and health workers and encourages them to draw from their own experiences and priorities to delineate strategies at the community and institutional levels. The advantages of the convergence model include: it aims to change community norms rather than individual behavior and to develop mutually acceptable health practices, it improves skills in 2-way communication, and it uses local communicators. This last advantage results in strengthened ability of these communicators to analyze problems and to encourage others among their social networks to participate in problem solving. Thus their participation fosters sustainable changes in health strategies. Several examples of local communicators generating changes in group norms in developing countries exist. Muslim leaders in the Gambia advance child health and family planning. In India and Bangladesh, respected women inform other women about appropriate child nutrition practices. In Malawi, women's groups wrote nutrition songs and choreographed dances to accompany the songs. If people perceive that educational content relates to their personal beliefs and experience, they become motivated. Facilitated structured learning activities such as open-ended stories are the most successful. Health workers should be facilitators and not just senders of the messages.