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1. Discuss five key defining characteristics of health communication.
The Efficacy and impact of health communication is essential because it arms the community and
public at large with knowledge and experience to cope or respond effectively to any health
challenges such as we currently have i.e Covid-19 Pandemic. Below are some key characteristics of
Health Communication.
I. Availability: The information being communicated is dispatched or attached where

the intended recipient can access. The health information is placed in avenues in
which the targeted recipients have access to. Some health information may be for
targeted individuals, but some health information is for general audience. A case to
illustrate this fact, is how all the sources of information i.e Television, radio social
media just to name a few, are being the major avenues of passes the information
relating to the Covid-19 Pandemic.
II. Accuracy: Of all the characteristics of health communication, accuracy is the main
and most crucial aspect of the health communication. The information being
communicated is and should always be valid and without mistakes. The information
also should be direct and generally unbiased. The Covid-19 Pandemic that we are
currently victims of, has demonstrated the importance of accuracy in the
information provided to the Masses concerning particular health issues. The effects
of inaccuracy were demonstrated in the beginning of the year 2020, when the
emergence of the Corona Virus was wrongly communicated, leading to the fast
spread of the virus worldwide.
III. Based on Evidence: information on health should always be rooted in evidence
usually provided by the experts in health fields. Such evidence is necessary since it
allows for clarity and eliminating the miscommunication or interpretation. Evidence
also allows for rigorous analysis to formulate policies and practical measure and
guidelines for evenue to health communication.
IV. Far-reaching: The reach of the health information communicated is made available
to the maximum number of recipients. The target population for any health
communication is always dispatched using well penetrative information sources.
The use of radio programmes and particularly vernacular stations, is very effective
for it is wide-reaching and is majorly the source of information for majority of
people.
V. Repetitive: THE importance of the health information being communicated is always
identified. Health communication information is always repeated to allow for
effective communication of the message intended. The repetition also allows for the
registration of the information about health in the subconscious of an individual,
effecting their behaviour towards health.
2. Successful health communication strategies take place at different levels and all these levels
play a valuable role. Demonstrate your understanding of these levels showing how they apply in
health communication strategies.
Health occurs at various levels. In these levels, policies must be drawn to meet health needs.
Discussed below are levels that play a valuable role in health communication strategies.
I. The first level is the individual level.
The individual is the most important target for health information. The individual behaviour is the main
impact of the lifestyle and health status. Successful health communication strategy hence works to
affect the individual’s knowledge, attitude, awareness and commitment towards behavioural change. A
strategy like understanding conventional wisdom and concepts, allows for individuals to resonate with
the information being communicated and hence effecting their behaviour change.
II. Community is another level.
The community’s wellbeing is enforced by starting policies that support and enforce healthy lifestyles
and eradicate or control health risks ezisting in the environment of the community. Policies that
targeted towards the community, tend to be very effective since most are often community driven. In
the community level, the consideration of health literacy as a strategy, leads to the cultural competence
in response towards healthy living.
III. Organization evidently is another level
A formal group with an existing structure such as clubs, schools, churches etc, is what can be defined as
an organization. Dissemination of health communication in organisations is targeted to the members of
the organization, offer support and implementation of health policies that affect the individual
behaviour in the organisation. Strategies that involve the development of communication materials such
as brochures and seminars works to be effective in enforcing health communication in an organization.
IV. Another level is national.
Health communication can sometime target an entire nation especially when a health crisis is
nationwide. Communication in this level involves the utilisation of most if not all the strategies. National
wide crisis dictates the implementation of measure that ensures maximum audience has been reached
i.e, through the use of some medium of communication such as radio, television and print media.
V. Last level to discuss is global level.
Similar to the above discussed point, some health crisis may affect the whole world at large. Such as
with current Covid-19 Pandemic. Strategies in this level involve the use of research to guide the avenue
in which the information can reach the highest number of audience possible. Global health crisis present
risks and economic melt downs,hence strategies that help to speedup the process of metigating the
crisis are needed so us to avoid other ensuing economic repercussions.
3. Discuss the health Belief Theory showing its relevance in health Communication programs.
The health Belief Theory, which is an adaptation from social cognitive theory, suggests that people’s
perception to their vulnerability to a risk can predict their behaviour. The vulnerability in this
instance is driven to mean the likelihood of people to believe they are bound to suffer from a health
problem and how deadly they believe the results of the health problem might bring.
Health Belief Theory narrates that individual beliefs about health and wellbeing have a huge effect
on their health behaviour.
Generally, the health Belief Theory poses that, if a person perceives a threat to their health, they
change behaviour, and their resulting benefits matter more than the perceived barriers, they are
likely to adopt the recommended health policy.
The individuals’ approaches to health are affected by a few factors including ;perceived barriers,
perceived susceptibility, perceived benefits. Perceived severity, self efficiency and result to action.
The invidual perception towards the hindrances towards a health behaviour change is the major
cause of failure towards change.
Some people may not be willing to act on health behaviour unless the believe the are in danger. The
belief of susceptibility of the individual will directly affect their decision to health behavioural
change.
Other people maybe unwilling to change unless there is a perceived benefit. Most people are
unwilling to forfeit something they enjoy if they don’t get something in return.
Health Belief Theory is very relevant to health communication as seen above. It provides a useful
framework for investigating health behaviours and identifying existing health beliefs. The theory
also provides for self evaluation and acknowledge the need for individual efforts and initiative
towards health behavioural change. Through the understanding of the beliefs of the target
audiences, the health communication can be modelled to fit with the existing niche of health
information.
4. Select one Mass Communication medium and explain how it can assist in solving some of the
health challenges that Kenyans experience.
One Mass Communication medium that has played a big role in solving the health challenges in Kenya is
the social media. Through social media, many health related issues have gained an audience which is
diverse and worldwide. The sites like Twitter and Facebook, have played a monumental role in the
dissemination of health Information in real time. In fact, social media has become a source of
information for other media. Constantly nowadays, world leaders are using social media to share very
crucial and important information, which the other medium of communication adopt and disperse it.
Social media also has lead to the emergence of public watchdogs and activicism towards authorities that
break the laws or even act as a source of harm or a source of danger to individuals’ health and
wellbeing.
The availability of smartphones and Internet in most homes in Kenya, has given avenue to maximum
audience since health communication is posted and advertised on social media. The development of
cheap communication platforms withing the social media sites, has enabled the sharing of health
information among people, leading to a wide spread information.
Educational videos and visual aids are always being added on a daily basis non social media platforms
like YouTube or even Facebook and Twitter. Such videos play a huge role in providing useful health
information to the public.
Social media as a medium of communication has been very fundamental in the dispersment of health
communication. The benefits are evident and with the lowering of cost of smartphones, more and more
Kenyans are getting access to health information instantly. Social media also allows for easier targeting
and subjective communication. Forums and sites with heavy gender, age and preferences traffic, can be
used to target individuals of certain inclinations.

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1. Discuss five key defining characteristics of health communication.

I. Availability: The information being communicated is dispatched or attached where

I. The first level is the individual level.

II. Community is another level.

III. Organization evidently is another level

IV. Another level is national.

V. Last level to discuss is global level.

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