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Channels of Communication

1. Interpersonal communication
– Face –to – face
– Being direct, it is more persuasive and effective than any other form of communication
– Particularly important in influencing the decisions of the undecided
– Superior to mass media for motivational effect
– When the message is relayed via mass media,
• It is picked up by interpersonal networks
• The message is then subject to debate and discussion in these networks and gradually forms opinions and influence decisions

2. Mass media
– TV, radio, printed media, etc.
– Advantage of reaching a larger population in short time
– Disadvantage:
• One way channel of communication
• Feedback mechanisms not present
• Being impersonal media, usually not effective in changing behavior

3. Traditional or folk media
– Informal gatherings or religious meetings etc.
– Every community has its own traditional folk media
– Examples Nautanki in UP, Burrakatha in AP and Harikatha in western India
– These channel are close to cultural values of the rural population
– Health messages may be communicated through these channels

Park’s Textbook of Preventive and Social Medicine, 23rd ed

Channels of communication:
Barriers of communication:
Types of communication:
Methods of communication:
Methods of communication - Individual level approach:
Methods of communication- lecture (chalk and talk):
Methods of communication- demonstration:
Group Discussion:
Panel Discussion:
Delphi method:
Work shop:
Methods of Communication - Mass Approach:

Flannel graph:
Flip chart: