Health Communication - Definitional

Health communication allows important ideas and information to be exchanged between healthcare professionals and the general public. It promotes awareness and disease prevention. Several theories and models have been adapted to fit within health communication to provide a more simplistic look on how and why certain individual behaviors change in relation to a particular health situation.

Two most commonly used models include cognitive theories and stage-step theories. One theory is the “Theory of Planned Behavior” or TPB. Ajzen developed it and it focuses on the influence of beliefs and attitudes on a changed behavior. A perceived behavior control also comes into play with the model as a determinant in which the individual contemplates on their ability to assume such behavior. This model follows the intentions of the individual. The other model is the “Health Belief Model” or HBM by Rosenstock. Although it still assesses the change in behavior of an individual it helps make predications based on the individuals vulnerability to the situation. Keywords in using this model include determining how “susceptible” they are to getting an illness or how “severe” are the outcomes. In comparison, this model concentrates much more on the person rather than social influence like the TPB model. With HBM, the person needs an incentive to change their behavior, must realize the risks of not changing, they also should believe in benefits, and have confidence to undergo the change. All in all, these models allow a person to consider the cause and effect of certain health habits they have or in which they lack and then develop an action plan.

Another model used in health communication is the “Transtheoretical Model” (TTM) or Stages of Change Model by Prochaska and Diclemente. It is generally an ongoing cycle, but some steps may last for a longer period time than others. It still illustrates the process of going through a change of behavior but also follows the “readiness” of the person. The models consists of: 1) Pre-contemplation, 2) Contemplation, 3) Readiness to change, 4) Action, 5) Maintaining the change, and 6) Relapse. Getting over the phase of accomplishing each level is entirely up to the individual and the choices he or she makes. As a thought process, a person can easily go back to their old ways or be able to maintain the new change and make it a new behavior.

The “Perceived Behavioral Control” (PBC) or Process of Behavior Change is similar to TTM. The process involves preknowledge, being knowledgeable, approving, intending, practicing, and advocating. However, it is not a cycle it is rather like a staircase model towards a set goal. PBC is helpful towards absolute achievement like getting at least 75% of the neighborhood to use recycle bins and help advocate a community recycling effort.

These various theories and models of health communication are used on a daily basis, sometimes without realization. There are step-by-step processes or a web that identifies how something like a particular health habit or “behavior” had occurred and how it can be changed for the better. Ordinary people and go through these theories to help themselves quit smoking or to stick with a diet. Physicians and other healthcare consultants can reinforce or better advise these individuals before carrying out the next step. It is essential to keep up with health communication as it helps all of us live longer and better lives as well as to prevent future generations from making the same mistakes in looking after their own health.

Corcoran, Nova. "Theories and models in communicating health messages." Communicating Health: Strategies for Health Promotion. Thousand Oaks, CA: Sage Publications Ltd, 2007. 5-31.