Title: Types of communications
Course: Level 3 - Health Education and Promotion > Section: Communication

Communications can be classified based on a direction in which a message travels and the number of people involved in communication. Based on the directions of message, communications can be classified as:

One-Way Type of Communications

There is a linear or unidirectional flow of a message directly from the sender (source) to the receiver (audience). Misunderstandings might be expected on the side of the receivers. This is mainly because the meaning of the message is controlled by the receiver, as well as there is no feedback. The main purpose of one-way communications is to persuade the receiver to take action prescribed by the sender. The model is best used by organisations when the message is simple and needs to be communicated quickly for awareness creation, for example, the date and time of a public meeting.

A common example of one-way communication: Lecture method at the time when interactive classroom activities are not included, many mass media communication (advertisements).

Figure 8.1. One-way communication

Two-Way Type of Communications

This is a dynamic or reciprocal process where a message flows from the sender to the receiver and back from the receiver to the sender. Some of the advantages of two-way communications are the following: there is more audience participation, learning is more democratic, open to feedback, may influence behaviour change and it is appropriate for problem-solving situations. However, it is Slower and takes more time when compared to one-way communications.

A common example of two-way communication are lectures followed by discussion, demonstrations, role-plays/drama,.etc.

Figure 8.2. Two-way communications

- Based on the number of people involved in communication, we can classify communications as follows:

A. Intrapersonal Communications

It is a communication that occurs within or inside a person. The major components of intrapersonal communication are perceptions, creating an understanding of both oneself and one's world self-awareness and how they are oriented toward others involving beliefs, values and attitudes and expectations. Expectations are future-oriented messages dealing with long-term roles, sometimes called "life scripts".

B. Interpersonal Communications

It means interaction between two or more people who are usually together at the same time and place. That is why it is called face-to-face, personal, two-way, verbal or non-verbal communications. E.g. between a health extension worker and a community member.

The purposes of interpersonal communication are to influence, help and discover as well as to share and perhaps even play together (Figure 8.3).

Figure 8.3. Interpersonal communication between a health extension worker and a community member is crucial to address even taboo or sensitive issues.

The main benefits/advantages of interpersonal communication include the transfer of knowledge and assisting changes in attitudes and behaviour, used to teach new skills such as problem-solving and when the topic is a taboo or sensitive. However, it needs language ability of the sender, personal status and professional knowledge and preparation--these are some of the disadvantages of inter-personal communication

C. Mass Media Communication

It is a means for transmitting messages to a large audience by using mass media. Mass media includes broadcast media (radio and television) as well as print media (newspapers, books, leaflets, posters..., etc.) and local folk media (local art, songs, plays, dance, etc.). The powerful advantage of mass media over interpersonal communications is the rapid spread of simple facts to a large population at a low cost, the increased knowledge or awareness of an issue, the potential influence on behaviors at the early stages and the possibility to communicate new ideas to early adopters (opinion leaders) and accuracy and plausibility.

Mass media communications have the following disadvantages

- lack of feedback because the broadcaster transmits this message without knowing what is going on in the receiver's mind,
- the danger of selective perception because the audience may only grasp part of the message, or selectively pick up the points that they agree with and ignore others,
- does not differentiate between targets and so some people may think. "This does not concern me",
- it only provides non-specific information because it is broadcast to the whole population, and it is difficult to make the message fit the local needs of your community, whose problems and needs may be different from the rest of the country.

For an effective mass media communication, the message or advice should be realistic and pre-tested so that it is transmitted accurately without distortion. Most health Extension workers will talk to individuals face-to-face, whether in person or perhaps on the phone. They will also be involved in group discussions and also give talks. However, sometimes depending on their circumstances they might participate in using audiotapes to spread health messages. In such and other possibly different situations, there are various forms or methods that communications might be transmitted:

a) Oral or Verbal Forms of Communication. This is also known as the word of mouth where the speech or talk is received through the ears by using mouth or other mechanical devices such as telephone, radio or even a public address system.

b) Written Communication. A form of communication where the sender transmits the message or the idea by only putting it on the paper. For example: by using letters, notes, reports, newspapers, handouts, leaflets..., etc.

c) Non-Verbal Communications. This is the process of communicating through sending and receiving messages without words. Such messages can be communicated through gestures, body language or posture, facial expressions, and eye contact, or object communications such as clothing and hairstyle, as well as through a mixture of all of the above. Non-verbal communications also include body contact - touching, holding hands, greetings and shaking hands will all provide clues about the relationship between people.

Much communication takes place through non-verbal communication. But most of us think a great deal about choosing the words we say (verbal), when talking with another person and forget to think about our non-verbal communication. In face-to-face communication you have to be sensitive to the impact that your non-verbal communication might be having, because it can be interpreted in different ways according to the culture of the community. For example, in Western culture much importance is given to making eye contact, whereas in other cultures looking at someone's eyes can be considered rude and show lack of respect.

Common Communication Approaches:

A. Informing. The new idea is introduced and made familiar to the target audience.
B. Educating. The new concept is explained including its strengths and weaknesses.
C. Persuading. The audience is given a convincing argument that motivates them to take an action or accept a new idea.
D. Prompting/Entertaining. The attention of the audience is drawn to the new idea by stimulating the audience's emotions