Global SBCC Summit Nandita Kapadia-Kundu Phd February 9, 2016 Mainstreaming Global Theories of Health Communication Contributions of Asian Perspectives to a Global Theory of Health Communication

Asian Theories of Communication Confucius 551 to 479 BCE Bharat Muni & others Aristotle Nagarjuna CE 384 to 322 BCE 300 BCE to 100 CE

Interpersonal Communication

East Asian Communication Patterns Jen Humanism Warm human feelings between people Relational Li ProprietyPolite behaviorRules of communicationBased on respect & deference Yum J O (2007) Confucianism and Communication: Jen, Li and Ubuntu. China Media Research, 3(4), 15-22

Sincerity in dealing with others Do not do to others what you don’t like Cultivate one’s own virtues How to Practice Jen (humanism)? Yum J O (2007) Confucianism and Communication: Jen, Li and Ubuntu. China Media Research, 3(4), 15-22

How does the Confucian doctrine influence East Asian communication patterns? Interpersonal, daily communication is based on structured rules of communication related to respect, age etc. Communication depends on the harmony between your inner feelings (Jen) and outer expressions (Li) Values of compassion, concern for others, sincerity are core to achieving harmonious interpersonal communication Yum J O (2007) Confucianism and Communication: Jen, Li and Ubuntu. China Media Research, 3(4), 15-22

Communication strategies using Confucian principles should … Include values (sharing, collectivity, trust) that are deeply embedded in the culture of the audience Assess rules of interpersonal communication in an audience Prioritize relational over individual approaches Understand the importance of an individual’s affection & reverence towards family & extend it to society

Sadharanikaran An Indian Theory of Communication

Sadharanikaran, an Indian Communication Theory Sahridaya (shared compassion) Rasa (emotion & emotional response) Sadharanikaran Simplification without dilution Universalization (collective response)

Sadharanikaran Is an audience based theory Provides a framework to understand emotions & emotional response Addresses non cognitive constructs of persuasion Addresses non cognitive aspects of audience response Provides a powerful concept of “simplification without dilution”

Empirical Evidence for Sadharanikaran N=235

State SBCC Strategy for the National Rural Mission in Uttar Pradesh (2008) Saloni Cluster Randomized Trial for Young Adolescent Girls ( ) The Atmiyata Mental Health Program ( ) Application of the Sadharanikaran Communication Theory

Communication strategies using Sadharanikaran should … Address emotions & emotional response Include “shared compassion” as a core approach Simplify content & messages without dilution Include appeals for collective response

Buddhism & Communication Theory

Nagarjuna (South Asia) Contributions to modern communication theory Wimal Dissanayake (Sri Lanka) Dissanayake, W (2007) Nagarjuna and Modern Communication Theory. China Media Research, 3(4), Japanese (East Asia) “Bodhi” enlightment as the ultimate communication Satoshi Ishii (Japan) Ishii, S. (2007)Exploring Path to Buddhist Enlightenment as Ultimate Communication China Media Research, 3(4), Communication Theory & Buddhist Philosophy

Enlightenment forms the core tenet of Buddhist thought. Every person can attain this enlightenment. The focus is on “intra” communication where communicaton occurs beyond language Ishii (2007) proposes a model to depict the path to utlimate communication Communication within oneself “Bodhi” enlightenment

Nagarjuna & Modern Communication Nagarjuna focuses on four concepts (a) Relativity (concept of time) (b) Causality (linear versus circular) (c) Linguistic productivity (communication beyond language) (d) Agency

Concept of Time & Limitations of Language Past, present & future time is fluid and does not exist beyond the realm of language Communication is tied to a linguistic reality Limitations of language But ultimate communication can occur without linguistics (intra communication; meditation ) Ishii, S. (2007)Exploring Path to Buddhist Enlightenment as Ultimate Communication China Media Research, 3(4), 42-49

Cause & effectLinear or Circular? Causality if not linear but Is circular, effect can lead to a cause and vice versa For example attitude can lead to a behavior but behaviors also influence attitudes Nagarjuna Circular Versus Linear Dissanayake, W (2007) Nagarjuna and Modern Communication Theory. China Media Research, 3(4), 34-41

“What is the relationship between the communication agent and the action being promoted?” Relational view of communication Communication Agent & Action Dissanayake, W (2007) Nagarjuna and Modern Communication Theory. China Media Research, 3(4), 34-41

Way Forward? JenUbuntu June Ock Yum’s (2007) fascinating study on the linkages between Jen & Ubuntu Yum J O (2007) Confucianism and Communication: Jen, Li and Ubuntu. China Media Research, 3(4), 15-22