Concept and meaning of Mass Communication

Mass communication is the process of imparting and exchanging information through mass media to large segments of the population. It is usually understood for relating to various forms of media, as these technologies are used for the dissemination of information, of which journalism and advertising are part. Mass communication differs from other forms of communication, such as interpersonal communication and organizational communication, because it focuses on particular resources transmitting information to numerous receivers.

The study of mass communication is chiefly concerned with how the content of mass communication persuades or otherwise affects the behavior, the attitude, opinion, or emotion of the people receiving the information. Normally, transmission of messages to many persons at a time is called mass communication. But in a complete sense, mass communication can be understood as the process of extensive circulation of information within regions and across the globe.

Behavior Change Communication (BCC)

Communication is vital for human development. Communication processes are central to broader empowerment practices through which people are able

• to arrive at their own understanding of issues,
• to consider and discuss ideas,
• to exchange, and
• to engage in public debates at community and national levels

BCC is an interactive process with communities (as integrated with an overall program) to develop tailored messages and approaches using a variety of communication channels

Information, Education and Communication (IEC)

Information: Inform the target groups about the cause of disease its transmission and how to prevent the disease. (Collection of known facts)

Education: Educate the target groups about techniques of disease prevention and mode of transmission. (formal training by specialists)

Communication: A process that informs, motivates and helps people to adopt and maintain healthy practices by using techniques to spread the knowledge on the disease prevention and health promotion. (two way process of exchanging or shaping ideas, feelings, and information)

Information, education and communication initiatives are grounded in the concepts of prevention and primary health care. Largely concerned with individual behaviour change or reinforcement, and/or changes in social or community norms, public health education and communication seek to empower people and their health actions, and to garner (gather or collect) social and political support for those actions. IEC can be defined as an approach which attempts to change or reinforce a set of behaviours in a “target audience” regarding a specific problem in a predefined period of time. It is multidisciplinary and client-centred in its approach, drawing from the fields of diffusion theory, social marketing, behaviour analysis, anthropology, and instructive design.

Individual Methods of Health Education

This method involves person to person or face to face communication which provides maximum opportunity for two way flow of ideas, knowledge and information. Adequate interaction between the health educator and his client help provide health education successfully resulting in attitude and expected behavior change. way of successful individual health education methods are Counseling and Interview.

Methods of Health Education

Methods

It is a procedure, technique, or way of doing something, especially in accordance with a definite plan.

It is the operational. Methods refers to ways through which messages are conveyed to achieve a desired behavioural changes in a target audience. In health education it is not enough to decide what will be done, by whom and when, we also need to decide how it will be done (methods).

Methods of health education are the techniques or ways in which series of activities are carried out to communicate ideas, information and develops necessary skills and attitude.

Classification of Communication Methods

A. According to ways of organizing program

1. Formal Method
2. Informal Method

B. According to the nummber of people who are willing to get health education.

1. Individual Method
2. Group Method
3. Mass Method.

Social marketing theory in Health

Social marketing theory is a theory of mass communication that promotes socially valuable information and socially accepted behaviors. It tries to integrate marketing ideas, principles, tools, techniques and socially beneficial concepts to promote communication and benefit society. The theory emerged in 1970s when marketing techniques were realized to sell ideas, attitudes and behaviors rather than products and includes the concept of “Edutainment” (Education and Entertainment). The theory was proposed by Philip Kotler and Gerald Zaltman which is now being used by social and welfare organizations. Social marketing is not social media marketing.