1. Ideation and Communication for Social Change (CFSC)
Introduction to
Theories of Communication Effects:
Ideation and
Communication for Social Change (CFSC)
A service of the
Communication Science & Research
Resource Group

2. INDIVIDUAL BEHAVIOR CHANGE
IDEATION
AND
INDIVIDUAL BEHAVIOR CHANGE
D. Lawrence Kincaid and Maria Elena Figueroa
JHU/HCP/CCP/BSPH
HCP Seminar, April 23, 2004

3. Strategic Communication
. . . is based on a combination of facts, ideas, and theories integrated by a visionary design to achieve verifiable objectives by affecting the most likely sources and barriers to behavioral change with the active participation of stakeholders and beneficiaries.

4. Factors Influencing Behavior
1991: Seminar: Fishbein, Bandura, Triandis, Kanfer, Becker, Middlestadt
LIST OF FACTORS, NO MODEL
1. Intentions to perform the behavior
2. Environmental contraints preventing the behavior
3. Skills necessary to perform the behavior
4. Behavioral beliefs and perceived consequences (attitudes)
5. Perceived normative pressure
6. Self-image: self-standards and sanctions
7. Emotional reactions
8. Self-efficacy (perceived capability and confidence)
NO CONSENSUS REGARDING A CAUSAL MODEL
LINKING THESE FACTORS TO BEHAVIOR

5. STRATEGIC COMMUNICATION PROGRAMS AFFECT MANY INTERMEDIATE FACTORS WHICH INFLUENCE BEHAVIOR.

6. Ideation
. . . refers to new ways of thinking and the diffusion of those ways of thinking by means of social interaction in local, culturally homogeneous communities.
Source: DEMOGRAPHY
Cleland & Wilson, 1987

7. How is ideation related to communication and behavior change?
The likelihood of someone adopting and sustaining a new behavior is much higher when she or he:
has gained sufficient knowledge about it,
has developed a positive attitude towards it,
has talked to others about it, and
feels good about doing it.

8. Social Support & Influence
A predictive model of communication & change:
Influence of ideational elements on behavior
Implies simultaneous effect of all influences.
Knowledge
Personal Advocacy
Attitudes
Social Support & Influence
Self-Image
BEHAVIOR
Perceived Risk
Emotions
Self-Efficacy
Implies communication can effect all influences.
Norms J
OHNS HOPKINS
U N I V E R S I T Y
Center for Communication Programs

9. A HEURISTIC MODEL OF COMMUNICATION AND HEALTH BEHAVIOR
SKILLS & KNOWLEDGE
reinforcement
INSTRUCTION
confirmation
IDEATION
COGNITIVE
Beliefs
Values
Perceived Risk
Subjective Norms
Self-Image
EMOTIONAL
Emotional Response
Empathy
Self-Efficacy
SOCIAL
Support & Influence
Personal Advocacy
DIRECTIVE
Dissemination
Promotion
Prescription
Attitudes
INTENTION
BEHAVIOR
NONDIRECTIVE
Dialogue
Counseling
Entertainment
Social Networks
ENVIRONMENTAL
SUPPORTS & CONSTRAINTS
enabling
PUBLIC
Advocacy
Regulation
Source: Adapted from
Kincaid (2000)

10. MODES OF COMMUNICATION
FOR BEHAVIORAL CHANGE
INSTRUCTION
DIRECTIVE
Dissemination
Promotion
Prescription
NONDIRECTIVE
Dialogue
Counseling
Entertainment
Social Networks
PUBLIC
Advocacy
Regulation

11. Ideational Elements Related to Condom Use in Tanzania 2003
1. Knowledge of condom brands
2. Perceived efficacy of condoms for AIDS
prevention
3. Social approval for condom use
4. Discussion of condom use with others
5. Condom use self-efficacy
6. Social influence to use condoms
7. Personal condom use advocacy
8. Impulsivity
9. Motivation for sex
10. Perceived norm of condom use.

12. Cumulative increase in condom use among male and female adolescents by level of ideation Tanzania, 2003
Percent
Ideation Quintile

13. Direct and Indirect Effects of Communication on Condom Use in Tanzania 2003
AIDS Prevention Campaign Recall
Condom Use
0.12
AIDS Prevention Campaign Recall
Condom Use
N.S.
IDEATION
0.33
0.46

14. Ideational Elements Related to Condom Use in Zambia
1. Knows where to purchase condoms
2. Knows at least three ways to protect self
from HIV/AIDS
3. Has positive attitude towards people who
use condoms
4. Has talked with at least three people about
safe sex
5. Has an above-average sense of confidence
regarding ability to use condoms even
when facing opposition from partner
(13-19 year-old males)

15. Cumulative increase in condom use among male adolescents in Zambia by the number of ideational elements that apply
Percent
Number of Elements

16. Ideational elements related to contraceptive use among women in Tanzania
1. No. of modern FP methods known
2. Respondent’s approval of FP
3. Discussion of FP with husband
4. Husband’s approval of FP practice
5. Talks about FP with friends
6. Advocates FP to others
Note: 1996 DHS, Women ages 15-49

17. Cumulative increase in contraceptive use by the number of ideational elements that apply to married women in Tanzania
54.5
43.9
33.0
13.7
7.6
4.2
1.1 6
N = 5,401married women
Chi2; p<.001

18. CUMULATIVE RISK ANALYSIS
These elements affect behavior in much the same way that risk factors affect the probability of getting a disease:
The greater the number of factors that apply to an individual, the greater the likelihood that he/she will get the disease.

19. Each one of these influences is strongly related to adoption and continuation of modern contraceptive use. When they are summed into a combined index, they are highly predictive of contraceptive behavior.

20. CONCLUSION The more ideational elements that
apply to someone, the greater the
probability that they will adopt a
health behavior.
In Tanzania, from only 0.5% modern method use for women with no ideational elements to 46.1% for women with all six.

21. Communication for Social Change

22. Development Communication
What is the role of communication in national development?
Two competing paradigms:
Information transfer (one-way/vertical) process (from experts/north to unskillful/south)
Participatory (horizontal) communication (emphasis in dialogue) among community members
New theoretical approaches, participatory communication and communicative
action

23. First decade of development (1960’s)
Modernization theory the dominant paradigm.
Urbanization and
industrialization  economic growth.
Focus on capital-intensive technology,  undermining of agriculture.
Focus on individual; traditional attitudes and behavior constrain development.
Literacy and mass media to help masses break free of traditional views.

24. First decade of development (1960’s)
The Bullet Theory of Communication.
The Diffusion of Innovations
sets the stage (Rogers, 1962)
Persuasive messages will have direct and uniform impact on people, … and will produce a climate of acceptance of the innovation
Mass media seen as “magic” multipliers
of development benefits

25. Second decade of development (1970’s)
Post-Modernism, Dependency theory (LA scholars)
Modernization increased
concentration of income and power
Shift from individual to social and structural barriers to change
Emphasis on active participation, self-determination, self-reliance, sustainability
The Pedagogy of the Oppressed sees the light (Freire, 1970)

26. Second decade of development (1970’s)
Criticisms to
DOI
Pro-innovation
Pro-persuasion
Top-down flow
of messages
and decisions
Issues of
access, content and code

27. Second decade of development (1970’s)
Alternative roles of communication for development
Dialogue, the correct method; … working with rather than for the people, concept of concientizaçao (Freire)
Communication as support for development
Local media for enhancing dialogue and action; folk media
People-initiated (rather than expert-initiated) activity at the local level

28. The 1980’s+ Another Development Economic  Social
Development with a human face
The 1980’s+
Another Development
Economic  Social
Emphasis on non-material
indicators of development (access to health care, nutrition, sanitation)
Shift from industrialization to human action within sociocultural, political and economic contexts
Focus on participatory decision-making
Attention to gender and gender gaps

29. The 1980’s+ Development with a human face
Communication for the participative society
Some new functions for this role (Bordenave 1989)
Help in the development of a community’s cultural identity
Act as vehicle for citizen self-expression
Facilitate problem articulation
Serve as tools for diagnosis of community’s problems
Issue of alternative media vis a vis centralized/ mainstream media

30. Into the 90’s (20+ years later)
Participatory communication critical for development
Vertical communication acceptable/ desirable in specific contexts
Community participation, a process with intrinsic value
Efforts to better study and measure community participation, competence,
leadership,...

31. Re-examining the role of communication in development
Rockefeller Foundation meetings (1997, 1998, 2000) explored new communication strategies for social change
Group defined CFCS as “a process of public and private dialogue through which people define who they are, what they want and how they can get it.”

32. Re-examining the role of communication in development
Premises of CFSC Conferences, RF:
Sustainability; owners of process and content of communication
CFSC empowering, horizontal
Communities as agents of their change
From persuasion to dialogue and debate
Shift in outcomes; social norms,
culture, supportive environment

33. Revised Model of the Convergence Model with Emotional Response
PSYCHOLOGICAL
REALITY A
PHYSICAL
REALITY
PSYCHOLOGICAL
REALITY B
Interpreting
Perceiving
INFORMATION
Perceiving
Interpreting
Feelings
Feelings
Action
Action
Emotional
Response
Collective
Action
Emotional
Response
Understanding
Believing
Believing
Understanding
Mutual
Agreement
MUTUAL
UNDERSTANDING
SOCIAL REALITY
and RELATIONSHIP
A & B

34. Effective dialogue Effective dialogue (Rapoport, 1967) occurs when:
Participants listen to one another (paraphrasing to the other’s satisfaction)
Each acknowledges the conditions to accept the other’s argument as valid
Each acknowledges the similarity of both points of view
Dialogue can lead to disagreement when each person’s interests and values are in
conflict

35. Supportive theories and models
Social systems (1990)
Group Dynamics (1968, 1996)
Conflict Resolution (1988, 1999)
Leadership (1998)
Quality Improvement (1992, 1986)
Future search (1992, 1995)

36. Integrated Model of CFCS External Constraints and
Catalyst
Community Dialogue
External Constraints and
Support
Collective Action
Individual
Outcomes
Social
Outcomes
Societal Impact
Figueroa & Kincaid, 2/2001

37. CFSC Model Not a model for Social Change
Social change: the transformation of the overall structure represented by the change in the distribution of resources (educational, economic, power, discursive)

38. CFSC Model
Participatory processes as the one described in the model can be conducive to SC by:
 enabling people to critically decide where they want to go and how
 increasing community organization for collective action

39. Catalyst Internal Stimulus Change Agent Policies Technology Innovation
Mass Media

40. Integrated Model of CFSC
Community Dialogue
Recognition of a Problem
Identification & Involvement of Leaders & Stakeholders
Clarification of Perceptions
Expression of
Individual & Shared Interests
Vision of
the Future
Conflict-Dissatisfaction
Disagreement
External Constraints and Supports
Consensus
on Action
Options for Action
Setting
Objectives
Assessment of Current Status
Value for Continual Improvement
Action Plan
Collective Action
Assignment of Responsibilities
Mobilization of Organizations
Participatory Evaluation
Implementation
Outcomes
Individuals
Existing Community
Groups
New Community
Task Forces
Others
Media
Health
Education
Religious
Other
Outcomes vs.
Objectives

41. Social Outcomes Degree & Equity of Participation Shared Information
Leadership
Degree & Equity of Participation
Shared Information
Collective Self-Efficacy
Sense of Ownership
Social Cohesion
Social Norms

42. Individual Change Ideation Knowledge, Attitudes, Perceived
Skills
Ideation
Knowledge, Attitudes, Perceived
Risk, Subjective Norms, Self-Image,
Emotion, Self-Efficacy, Social
Influence, & Personal Advocacy
Intention
Behavior

43. Interaction of Individual and Social Outcomes on Health
Individual Health Behavior Change NO
YES
Maintenance
of the status quo
Limited
Health Improvement NO
Collective
Change
Increased potential for health improvement
Self-sustained health improvement
YES

44. “Those who authentically commit
themselves to the people must
re-examine themselves constantly.”
“… they almost always bring with them the marks of
their origin: their prejudices and their deformations,
which include a lack of confidence in the people’s
ability to think, to want and to know.”
Paulo Freire, 1970

45. Looking ahead
Next Week:
Communication and Affect
Fear Management