Question

1. Explain why theory is used in health communication planning, and cite a specific example from the chapter.

Answer 1

Health communication planning is very important. It is the dissemination of information regarding to public health through effective, consistent and clear communication. Health communication is seen in public health campaigns, health education and between a doctor and its team members.

The population behaviour is an important factor that affects the knowledge about a disease. Therefore understanding people’s behaviour is a necessary step in health communication. The factors that influence the behaviour of a particular population should also be clearly understood.

Theories help to understand these and behaviour and factors influencing them which in turn helps in health communication planning, devising strategies and formulation of methods. Theories allow to identify the problem areas that need to be targeted during communication planning. The purpose of theory is to allow successful exchange of information between practitioner and the audience.

Example : cognitive theorie can be used to determine the populations belief and perceptions that set a particular behaviour. This can lead to problem identification and delivering information through communication targeting these beliefs.