Title: Components and elements of communication
Course: Level 3 - Health Education and Promotion > Section: Communication

Sender

It is a source or originator of a message that can be an individual or groups, an institution or organization.People are exposed to communication from different source but most likely to accept a communication from a person or organization that they trust i.e. has high source credibility.

Message

It consists of what is actually communicated including the actual appeals, words, and pictures and sounds that you use to get the ideas across. A message will only be effective if the advice presented is relevant, appropriate, and acceptable and put across in an understandable way.

A message is said to be good if it: correct (evidence based), is affordable (feasible), requires minimum time/effort,is realistic, is culturally acceptable, meets a felt need andis easy to understand. The content of message is called appeal, and there are different types of appeals in health communications:

A) The Fear-Arousal Appeal

This type of message is conveyed to frighten and arouse people into action by emphasizing the serious outcome from not taking action. Symbols such as dying people, coffins, gravestones or skulls may be used. Fear-arousal appeals might be effective for a person with little or no schooling. Evidence suggests that mild fear can arouse interest, create concern and lead to behavior change. However, creating too much fear is not appropriate.

B) Humor/Funny Appeal

The message in this type of health communication is conveyed in a funny way such as in a cartoon. Humor is a very good way of attracting interest and attention. It can also serve as a useful method to lighten the tension when dealing with serious subjects. However, humor does not always lead to changes in beliefs and attitudes. What one person finds funny another person may not? Humor should be used sensitively so as not to offend others

C) The Logical/Factual Appeal

The message is conveyed to convince people by giving facts, figures and information---for example, facts related to HIV/AIDS, its causes, route of transmission and prevention methods. The logical/factual appeal carries weight with a person of high educational level.

D) The Emotional Appeal

The message is transmitted by arousing emotions and feelings rather than giving facts and figures. A poster or leaflet might use this approach by showing smiling babies or wealthy families with a latrine and associating such images to create a positive healthy impression. A less educated person will often be more convinced by simple emotional appeals from people they trust.

E) One-Sided and Two-Sided Appeal

One-sided messages only present the advantages of taking action and fail to mention any possible disadvantages - For example, educating mothers only about the benefits of the oral contraceptive pill, but not explaining the side effects or risks associated with the pill. Presenting only one side of an argument may be effective provided your audience will not be exposed to different views at other times.

However, if they are likely to hear opposing information, such as the side-effects from a drug, they may be suspicious about taking your advice in the future. A two-sided message presents both the advantages and disadvantages of taking action. It is appropriate if: the audiences are used to being exposed to different views, and the audiences are literate.

F) Positive Appeals and Negative Appeals

Positive appeals include communications that ask people to do something positive, such as exclusive breastfeeding for your child. Whereas negative appeals are where the communication asks people not to do something, for example do not bottle-feed your child. Negative appeals use terms such as "avoid" or "don't" to discourage people from performing harmful behaviors. But most health educators agree that it is better to be positive and promote beneficial behaviors instead of relying on negative appeals.

- What value do you think a Health Extension practitioner from a similar background provide a health message? /health communications?
- A person from a similar background to the members of the community is credible and more likely to share the same language, ideas and motivations and thus be a more effective communicator.

Channel

Channel is a physical means by which message travels from a source to a receiver. The commonest types of channels are verbal (inter-personal or face-to-face), visual, printed materials or combined audio visual and printed materials. Your choice of channel will depend on what you are trying to achieve, the nature of your audience and what resources are at your disposal.

Receiver (Audience)

It is a person or a group for whom the communication isintended. The first step in planning any communication is to consider theintended audience. And Before communication, the following characteristics of audiences should be analyzed: educational factors: can they read? What type of appeals might convince them? Socio-cultural factors: what do they already believe and feel about the topic of communication? Patterns of communication: how people show respect when talking to another person? What time of the day and which programs do they listen? which places do they pass that might be good places to put up posters?

Feedback

Feedback is the mechanism of assessing what has happened to the receivers after the communication has occurred. A communication is said to have feedback when the receiver of the message gives his or her responses back to the sender.

Effect

The effect of any communications is a change in the receiver's knowledge, attitude and practice or behavior. There is a positive effect when a desired change in knowledge, attitude or practice occurs and a negative effect when the desired change does not occur.