COMMUNICATION FOR IMPROVING HEALTH

Paper Code: 
CCND 501(B)
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to-

  • · Develop a comprehensive understanding of communication theories and practices.
  • Enhance practical communication skill for diverse contexts
  • Design and implement effective advocacy and behavior change communication (BCC) strategies
Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

title

24DCND601(B)

Communication for Improving Health

(Theory)

CO51: Exhibit advanced synthesis abilities by critically examining communication concepts and their utilization across various fields

CO52: Develop advanced proficiency in understanding and evaluating human communication processes, extension principles, and the role of communication in development.

CO53: Evaluate the suitability of different communication methods based on their objectives, target audience, and contextual factors, demonstrating advanced proficiency in designing and implementing effective communication strategies.

CO54: Analyze the meaning, purpose, and various types of advocacy, recognizing their significance in promoting social change and influencing policy decisions

CO55: Designing and implementing behavior change communication strategies for health promotion

CO56: Contribute effectively in course-specific interaction

 

Approach in teaching:

 

Interactive Lectures, Power point presentations, Discussion, Tutorials, Reading assignments

 

 

 

Learning activities for the students:

 

Self-learning assignments, Effective questions, Class presentation

 

 

 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Communication: Concepts
  • Concept, meaning and importance of communication in development
  • Types of communication – communication transactions: Formal and Informal communication: Verbal and Non-verbal Communication
  • Scope of Communication – Education, training and learning industry, Motivation and , Management, Corporate Communication, Management of Organizations, Advertising and Public relations.
  • Elements of Communication and their Characteristics

 

12.00
Unit II: 
Understanding Human Communication
  • Models of Communication
  • Barriers of Communication
  • Communicating Effectively
  • Concept , nature and relevance to communication process (Empathy, Persuasion , Perception, Listening)

Communication for Extension                                                                

  • Concept, nature and philosophy of Extension
  • Principles of Extension
  • Relationship between Communication , Extension and Development
  • Meaning , importance and classification- Audio, Visual( Chart, poster , Flannel Graph,Flash Cards, Flip Book, Film Strips and Audio visual, Projected and Non projected (Folk media) Audio Visual aid

 

 

12.00
Unit III: 
Methods of Communication
  • Group approach for small groups                                                                
  • Group discussions- Panel discussions, symposium, colloquy, Forum, Brain storming 
  • Role plays
  • Workshops
  • Dramatization
  • Camps
  • Demonstration                                                                               
  • Methods to Reach Masses
  • Broadcasting
  • Telecasting
  • Publications Books, news papers, magazines, Letters
  • Video film conferencing
  • Public meetings
  • Cyber communication
  • Net working

 

12.00
Unit IV: 
Advocacy
  • Meaning, purpose and types of Advocacy
  • Tools, techniques and approaches of advocacy
  • Elements of an advocacy strategy
  • Advocacy Planning Cycle - planning advocacy campaigns for different stakeholders

 

 

12.00
Unit V: 
Concept and approaches to Behaviour Change Communication (BCC)
  • Concept and relevance of BCC
  • Approaches to BCC

Behaviour change communication (BCC) for Health                                               

  • Health scenario and public health issues
  • Health programmes and strategies
  • Role of media in health promotion
  • Analysis of health campaign

 

 

 

Essential Readings: 
  • Atkin ,C.K.& Rice, R.E. (2012) Theory and Principles of Public Campaigns. In C. Atkin & R Rice (EDS) Public Communication Campaigns. Newbury Park, CA: Sage
  • Cox, R. (2006) Environmental Communications and the Public Sphere. Thousand Oaks, CA: Sage.
  • Subedi, N R, (2008). Advocacy Strategies and Approaches: A Training of Trainers
  • Field guide to designing communication strategy, WHO publication-2007.
  • Behaviour change consortium summary (1999-2003) www1.od.nih.gov.behaviourchange
  • Wilkins, K.G. (2014). The Handbook of Development Communication and Social Change
    Volume 4 of Global Handbooks in Media and Communication Research. John Wiley & Sons.

 

References: 
  •  Tufte, T. (2017). Communication and Social Change: A Citizen Perspective. John Wiley & Sons.
  •  Hornick, R. (2002). Public Health Communication Evidence for Behavior Change. Taylor and Francis.Delhi, Oxford and IBH Publishing Co. Pvt. Ltd.
  • De. D. and Jirli B. (2011): A handbook of Extension Education, Agrobios publishers(India),
  • Dubey and Bishnoi (2015) Extension Education and Communication, New age International
  • ·Ray, G.L (2015) Extension and Communication Management, Calcutta, Kalyani Publications

 

E-Resources

Academic Year: 
2023-2024
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