(1) Communicator (communicator): the first publisher of information in the communication process.

(2) Information: The content delivered by the communicator generally refers to all content communicated in human society.

(3) Communication media (media): also known as communication channels, that is, the methods and channels for information transmission, and are the carriers of information.

(4) Audience: the recipients and responders of information, the target of the communicator.

(5) Communication effect (effect): refers to all the impacts and effects of communication activities on the recipients.

This model clearly expresses communication activities as a process composed of five links and elements for the first time. It is concise and clear. It is a classic among communication process models and establishes the scope and basic content of communication research.

It ignores the factor of feedback and fails to reveal the two-way interactive nature of communication. The impact of social systems on communication is ignored and the effect of communication is overestimated. Ignores the impact of communication motivation (Why) on the communication process

Two roles: "transmitter" and "receiver" (collectively called "decipherer")

Four functions: "transmitting" (sending letters), "receiving" (receiving trust), "encoding" (also known as "symbolization"), and "decoding" (also known as "symbol interpretation").

Communication symbols: When people carry out communication activities, they convert their own meanings into language, actions, words, pictures or other forms of sensory symbols.

The transmitter and receiver are based on a common understanding of the meaning of information symbols.

Feedback: refers to the psychological and behavioral response of the recipient after receiving the message from the communicator.

main performance

In communication activities, everyone has the instinct to communicate, and everyone can be a communicator. However, in health communication activities, the organizations and professionals who are assigned health communication functions, as the main body of health communication, have their own specific quality and functional requirements.

Health information refers to knowledge or information related to public health and medicine that is mainly used to inform, publicize, and disseminate through certain carriers. For example, teachers teach urban students how to refuse to smoke first and quit smoking in order to disseminate the method of staying away from tobacco; parents set an example for girls to stay away from tobacco by refusing others to smoke or quitting smoking themselves. This is a health message conveyed through behavioral models.

Communication is health-centered and aims to transform the knowledge, beliefs, attitudes and behaviors of individuals and groups in a direction conducive to health. According to the difficulty level of health communication in achieving its goals, health communication effects can be divided into four levels: knowing health information, forming health beliefs, changing health attitudes, and adopting healthy behaviors.

Characteristics of compound transmission

1. Health promotion model with thousands of arrows fired → Focused communication model based on audience research

2. One-way communication mode → two-way interaction mode

3. Simply transfer health knowledge and skills → a comprehensive model that integrates health knowledge, psychology and behavior

4. Traditional point-to-face communication → New media multi-point-to-multipoint communication

It has developed from a single-handed approach by health education and health promotion professionals to a multi-department, multi-level, and multi-institution extensive social cooperation.

Mass media play an important role in health communication of major public health issues.

Three leaps in the 20th century: radio, television, and the Internet

The Internet breaks through the limitations of politics, economy and culture

A cross-national, cross-language and cross-cultural communication space with information as the main body has been formed.

The theories and methods of communication play an important guiding role in the research and practice of health communication.

The application of social marketing, entertainment education and other strategies in health communication practice enriches and develops the theory and practice of general communication

A conversation should focus on one topic to ensure the integrity of the communication topic and avoid covering too much or too much content.

Avoid going too fast and keep the sound decibels appropriate

Generally, during a conversation, important content should be repeated two or three times to enhance understanding and memory.

Youtai selects professional terminology based on the identity, cultural level and basic understanding of the person you are talking to, and uses local language and residents’ idioms when necessary.

During the conversation, the other party often expresses his feelings unconsciously through non-verbal forms such as expressions and movements. Pay attention to his emotional changes and their inner meanings, which will help him have an in-depth conversation.

An opportunity to ask questions and think about the other person.

(1) Address term. It varies from person to person, from time to time, and from place to place.

(2) Taboo words. Some physiological phenomena, when talking about people's death and other content, other people's physiological defects

(3) Technical terms

(4) Slang and dialect

During the listening process, adopt a steady posture, strive to be at the same height as the speaker, look at the other person with both eyes, and avoid making small movements to avoid the other person thinking you are impatient.

The listening process may be interrupted by some external factors, such as environmental noise, visitors during the conversation, etc. In addition to these objective factors, there are also subjective factors such as distraction, association, and eagerness to express opinions. You must ignore external interference. Even if you are occasionally interrupted, you must focus your attention back as soon as possible.

Don't make judgments or comments, and don't push for answers. While listening, continue to analyze and grasp the key points. Do not interrupt the other party's speech lightly, but you can give appropriate guidance to those who go too far or are not good at speaking.

Questions are specific; answers are short and precise

This method of questioning is more specific, requiring the other party to give a short and precise answer of yes or no, good or bad, yes or no, as well as name, location, quantity, etc., often to confirm a situation. Suitable for collecting concise factual information

Questions are general; help reflect the real situation

This type of question is relatively general and can encourage the interlocutor to express his/her feelings, understandings, attitudes and thoughts. It helps the interlocutor to truly reflect the situation, and helps the interlocutor to vent their psychological catharsis and express their suppressed emotions. It is commonly used "How? What? Which ones? For example, how do you feel today? What complementary foods do you usually add to your children?"

deeper questions

In order to understand the interlocutor's problems or the reasons for a certain number of people or behaviors, it is often necessary to ask deeper questions, that is, ask another why? For example, why don't you go for a physical examination? Suitable for in-depth understanding of a certain issue

Leading questions should be avoided, but there are exceptions

The questioner adds his or her own point of view to the question, and there is a tendency for the other person to implicitly provide their own summary of the answer. For example, you feel much better today, it is easier for people to answer, well, much better. This type of questioning method should be avoided in activities where the primary purpose is to collect information, such as understanding medical conditions and health consultations. It can be used in situations where it is interesting to remind the other party of something. For example, should you go for a physical examination today?

Should be avoided in any situation

A question includes two or more questions. For example, do you often feed your children fruits and vegetables? Fruits and vegetables are two types of food. Whether to eat them regularly is another question. This type of question makes the respondent confused, does not know how to answer, and is easy to focus on one thing and not the other, so it should be avoided in any communication situation.

It is to express approval or support for the correct words and deeds of the other party.

Can be verbal or non-verbal

Applicable occasions: various occasions, especially skill training and behavioral intervention

Give negative opinions on the other party’s incorrect words and deeds or existing problems

Two principles should be paid attention to when using negative feedback:

Respond to the other party without a clear attitude or position.

Applications:

In some cases, health educators need to challenge the attitudes, beliefs or behaviors of the education subjects and put forward higher requirements and incentives to them.

step:

Responding appropriately to the feelings expressed by the communication target and showing understanding of the other party are crucial to establishing a good and honest relationship.

Applications:

(1) Use appropriate feedback forms based on specific factors such as different people, time, location, and communication content.

(2) Express interest in the information conveyed by the other party, and encourage the other party to communicate fully with positive feedback such as a focused look or smile, nod, etc.

(3) Use positive feedback to support and affirm the other party with a clear attitude and clear views.

(4) Use negative feedback to deny, oppose and correct the other party with a gentle attitude and a tactful tone.

(5) Use vague feedback to avoid sensitive issues involved by the other party

About 65% of the information in interpersonal communication is transmitted through non-verbal forms. ——Ray Birdwhistle

Convey emotions through wordless movements

instrument image

Static postures can also convey a wealth of information, including personal appearance such as clothing, body posture, standing posture, etc. Just like behavior, it can display a person's identity, temperament, attitude and cultural accomplishment, and has rich information functions. When communicating with community residents, people who are neatly dressed and behave in a steady manner are more likely to be trusted and approachable.

Cries, laughter, groans, sighs, calls, etc.

Actually, tone, rhythm

In the process of interpersonal communication, the isms generated by time, environment and communication atmosphere are used to convey information.

Time idiom: Arrive on time for appointments, don’t be late

Spatial language: the communication environment and the distance between the two parties during the communication

common goals and expectations

sense of identity and belonging

interaction

Naturally existing group forms, such as families, production teams, resident groups, etc.

It can also be an activity group that organizes people for a specific goal.

For a group organization, the strength of group consciousness will have a direct impact on the cohesion of the group, and may even indirectly affect the degree of realization of group goals. Group communication plays an important role in promoting the formation of group consciousness, and group consciousness will restrict the concepts, attitudes, and behaviors of group members during the group communication process.

The stronger the sense of belonging to the group, the stronger the group consciousness.

Group norms: refers to the sum of behavioral patterns that group members abide by. In a group, group members share common beliefs, ways of thinking, values, behaviors and certain social identities, such as classmates and colleagues.

Group norms are the core content of group consciousness. Groups act under the control of group consciousness and abide by corresponding group norms. Once group norms are formed, they will have an effect on group members, constrain the behavior of group members, and maintain the survival and development of the group.

Gather the required information in depth by organizing focus groups with representatives from the target population. This is a qualitative research method in social marketing. It has been introduced into the field of health education and health promotion since the 1990s and is currently widely used in community health needs assessment and research on the development of health communication materials.

Carry out health education activities in groups to disseminate health care knowledge and skills. During the activity, cooperation and mutual assistance are emphasized, and everyone's enthusiasm is emphasized through the exchange of experiences, mutual help and mutual learning. For example, group forms such as peer education and self-directed learning groups have been widely used in the fields of health education and health promotion at home and abroad.

Leveraging the power of groups to help people change health-related behaviors is an effective strategy for behavioral intervention. Practice has proved that it is difficult to achieve changes in attitudes and behaviors that rely on individual efforts, such as changing personal bad eating habits, quitting smoking, and insisting on exercise. In a group, with the help, supervision and support of family, peers, and friends, it is easier to achieve. As positive reinforcement factors, language encouragement, behavioral modeling, group norms and pressure, and group cohesion provide a good social and psychological environment to promote individuals to change their independent behavior habits, adopt and maintain new healthy behaviors.

goal and value system

management system

It includes downward communication, such as issuing red-headed documents; upward communication, such as work reports; and parallel communication, such as carrying out public relations activities.

Its contents are all related to the organization.

Because the clear purpose of organizational communication behavior requires that it must produce effects, the recipients must respond to the communicator.

Communicators are media organizations specialized in information production and dissemination, including newspapers, magazines, television stations, radio stations, music, video production companies, Internet companies, etc. Mass communication is the communication activity of an organization and is a communication activity guided by the organization's goals and policies.

The information spread by the mass is a social and cultural product, and the public's consumption of information is spiritual consumption, so information has cultural attributes. Newspapers and TV that the general public watch need to pay a certain fee, so information has ordinary commodity attributes.

As long as people who can receive mass communication information are the objects of mass communication, it means that mass communication aims to meet the information needs of the general public in society. The production and dissemination of information are not divided into classes and groups. Therefore, the audience of mass communication is huge. numerous.

The development of mass communication media is inseparable from the development of printing and electronic communication technologies. Radio and television have become the main communication media in today's society. The development of laser printing, communication health, network technology and other technologies have made mass communication in scale and There has been rapid development in efficiency and scope.

Mass communication has a strong social influence, and many countries have incorporated mass communication into their social systems and policy systems. Each country's mass communication has its own communication system and policy system, and these systems and policies play a role in maintaining specific social systems.

Select mass communication media based on the situation of the target group; pertinence refers to the applicability of the communication media to the target group and information expression. For example, for people with low educational levels, text materials should not be used; for information that needs to arouse public attention and cause widespread concern, such as health education on AIDS prevention, mass media should be used to carry out adolescent health education. It will be more effective to use interpersonal communication methods. good.

Strive to deliver health information to the target population as quickly as possible and through the smoothest channels. Generally speaking, TV, radio, QQ, and WeChat are the fastest media to transmit news information. However, in the more remote and closed rural areas of our country, the most common form of information dissemination is village radio announcements. .

Select communication media based on their local coverage, the audience’s ownership of the media, and their usage habits.

Consider the choice of communication media from an economic and practical perspective, such as whether there are sufficient funds and technical capabilities to produce and distribute certain materials or use certain communication media. This principle will play a decisive role in health education work.

Use a combination strategy of multiple media channels. In the communication activities of the Minister, make full use of communication media resources, pay attention to the selection and comprehensive use of communication media channels, use two or more communication media to complement each other's advantages and ensure the realization of communication goals, thereby reducing investment and expanding Output effect.

Including leaflets, foldouts, brochures, posters, albums, magazines, books, etc.

Including TV, radio, chicken nuggets, electronic slides, video, audio, electronic display screens, mobile phone text messages, Internet, mobile TV, etc.

Health education prescriptions, pictures, foldouts, brochures

Skill

Wall charts, slides, models and other supporting materials

Skill

Promotional posters, posters and billboards

Skill

(1) Group discussion with crowd representatives

(2) Interceptive investigation at central locations

(3) Questionnaire survey

(4) Personal interview

(5) Telephone interview

(1) Strengthen understanding and communication with the target group (whether the content and form are appropriate)

(2) Helps improve the communication effect (improving information design and strengthening the pertinence and guidance of materials)

(3) Comply with the cost-benefit principle (reduce costs, improve benefits)

Pre-test objects: various health communication materials

Methods: Rapid Assessment Methods for Qualitative Research

Revised 2-3 times

New media refers to the form of mass communication and interpersonal communication that uses digital technology and network technology to conduct mass communication and interpersonal communication through wireless communication networks, the Internet, broadband LAN, satellite and other channels, as well as computers, digital TVs, and mobile phone terminals.

1. Internet new media

2. Mobile new media

3. Digital TV new media

1. Employ digital technology

2. Highly interactive

3. Personalization of information services

4. Timeliness and economy

5. Virtuality and anonymity

1. Contents of healthy communication in new media

2. Development trends of new media health communication

3. Challenges faced by new media health communication

Gatekeeper refers to the person who affects all aspects and decisions in the information collection and production process. They determine the selection and flow of information. Such as department leaders, community decision-makers and health educators.

Countermeasures to improve quality control

The higher the credibility and prestige of the communicator, the better the communication effect will be

The credibility of a communicator is determined by his level of professional knowledge, attitude, and the accuracy and credibility of his information. communication skills

The common space of meaning, also known as the scope of common experience, refers to the roughly similar life experiences and cultural backgrounds of both parties, as well as a common understanding of the meaning of symbols such as language and words used in communication. The greater the scope of common experience between both parties, the better the communication effect.

Countermeasures

① Scientifically correct knowledge and technology

②Easy to understand

③Practical

④Concise

⑤Appropriate in terms of culture and social customs

⑥Pertinent

⑦ Focus on positive education

The receiver displays three kinds of selective psychology towards information: selective attention, selective understanding and selective memory.

Positive meaning: Promote recognition of "important information"; however, if the information is not processed properly, selective psychology will become a disturbing factor.

Have a "5 demands" mentality

When the recipient receives a new piece of information or adopts a new behavior, he or she must go through several stages: awareness, decision-making, adoption, and consolidation. According to different stages, intervention projects are formulated and information content is determined. The same message should be emphasized repeatedly.

The degree of initiative in seeking and using health information is affected by the recipient's health status and level of concern about health issues. Stimulate the public's subjective awareness of health needs through health communication.